• by Ray Schultz , Columnist, November 7, 2023

Influencer marketing is now firmly planted in the B2B world, judging by the 2023 B2B Influencer Marketing Report, a study from TopRank Marketing, conducted by Ascend2. 

Of the professionals surveyed, 94% think influencer marketing is a good strategy for B2B. 

And its use is growing: 85% now include it in their marketing mix, versus 34% in 2020. 

Moreover, 39% describe influencer marketing as adding the most to the success of their overall marketing programs. Only social media is higher, at 48%.   

But don’t think it’s easy. Only 34% described their influencer marketing strategy as extremely effective. The challenges include: 

• Identifying, qualifying and engaging with ideal influencers — 53% 
• Measuring and reporting results — 46% 
• Collaborating with influencers and creating content — 40% 
• Creating and documenting an integrated strategy — 38% 

Still, there are great benefits. Very effective users describe them as: 

• Increased sales revenue — 61% 
• Improved brand reputation — 58% 
• Improved brand advocacy — 42% 
• Improved satisfaction/retention — 47%

Who qualifies as an influencer? Marketers in the basic stage say that would be customers (56%), professional influencers (28%) and prospects (18%). 

For those in the moderate stage, the influencers tend to be customers (62%), professional influencers (45%) and prospects (31%).

B2B brands seek these qualities in influencers: 

• Our audience sees them as trustworthy — 49% 
• Relevance of audience/network — 48%
• Professional credentials — 45%
• State of audience/network — 44%
• Subject matter expertise — 43% 

Want some hints on how to proceed? These are the habits of highly successful influencer marketers:

• Utilize an always-on influencer program — 51% 
• Use professional influencers — 54% 
• Use industry and niche experts — 50% 
• Compensate influencers with payment, product, etc. — 53% 
• Measure and track performance — 55%
• Use technology to identify, engage or manage — 60%
• Use AI for identification and selection — 60%
• Use AI for performance tracking — 66%
• Outsource most or entirety of influencer program — 63% 

Ascend2 surveyed 425 marketing decision makers from the management level or higher in July and August 2023.