Welcome to the TopRank Marketing blog, where we go beyond just executing B2B influencer marketing programs. We also conduct in-depth research on the state of B2B influencer marketing across various industries.
Our latest research provides invaluable insights for B2B marketers looking to enhance or kickstart their influencer marketing efforts. Let’s delve into some of the key highlights from our findings and industry trends.
Embracing Influencer Marketing
In recent years, the adoption of influencer marketing among B2B marketers has surged. From a modest 34% in 2020 to a significant 85% in our most recent Influencer Marketing Report, the shift towards leveraging influencers is undeniable.
Driving Success with Influencers
According to Forbes, 94% of B2B marketers consider influencer marketing a successful strategy, showcasing a substantial increase in confidence compared to previous years. This strategy now plays a pivotal role in marketing success, surpassing the impact of social media and content marketing.
Moreover, B2B influencer marketing programs are yielding impressive returns, with a 520% ROI reported in 2022, reinforcing the effectiveness of this approach.
Navigating Maturity Levels
As B2B marketers navigate their influencer marketing journey, our research indicates a spectrum of maturity levels. The majority fall into the moderate category, while a notable portion have fully integrated influencer marketing into their strategies, demonstrating its value as a powerful marketing tool.
Overcoming Challenges
The evolution of challenges in B2B influencer marketing signifies a maturing landscape. From manual processes to strategic gaps, marketers now grapple with enhancing their influencer engagement and identification processes for optimal outcomes.
Outsourcing for Optimal Results
A key trend revealed in our research is the correlation between outsourcing influencer marketing programs and success. Brands that fully outsource these initiatives witness heightened effectiveness, leveraging agency expertise in influencer relationship management and content creation.
Future Trends
The future looks promising for B2B influencer marketing, with 93% of CMOs planning to increase their use of B2B influencers in the coming years. This trajectory underscores the continued rise of influencer marketing as a pivotal strategy in the B2B landscape.
For more insights on influencer marketing and how it can benefit your B2B brand, check out our latest Influencer Marketing Report and visit our B2B Influencer Marketing Resource Hub.
About the author
Harry is one of TopRank Marketing’s Content Strategists, and has been a professional digital content specialist since 2016. During this time, he has honed his content writing skills and worked closely with SEO and SEM experts to enhance his understanding of how to most effectively create high-quality content that performs well on both search engines and social media. Harry is passionate about creating content that represents the voice of his clients well and provides genuinely relevant, insightful information that his client’s customers will find helpful and entertaining to read. When Harry isn’t writing content, he’s usually reading it, or watching movies. He watches a lot of movies.