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.