When you think of influencer marketing, you probably think of B2C marketing, where an influencer promotes a product to consumers on social media. While influencer marketing is prevalent in B2C, it may surprise you that it can also significantly impact the B2B space.  

From 2017 to 2022, the percentage of people who view B2B marketing as “boring, uninspiring, and repetitive” has increased from 71% to 82% according to Alan Agency’s “The Power of Provocation” Report. Companies must take risks, be bolder, and connect with their audiences in fun, engaging ways. Influencer marketing can be one of those solutions. 

What is Influencer Marketing? 

First, let’s talk about what influencer marketing is. Influencer marketing is when influencers promote a brand’s products or services to boost reach and engagement. These influencers have an established amount of followers and have built trust in their niche, which then allows them to create authentic brand content in a relatable way. The goal is to increase brand awareness, boost engagement, and generate leads. At the same time, the influencer can grow their personal audience and engagement. It’s a win-win! 

Why Does it Matter in B2B? 

For B2B marketers, influencer marketing can have a tremendous impact on their campaigns. Although it may seem like a trend, it has been proven a successful strategy. 85% of B2B marketers stress the importance of influencer marketing. Businesses have become aware of the value of the practice, largely due to the meaningful connections made during the process. 

Unlike traditional marketing, influencer marketing brings authenticity into the B2B space. Influencers can strengthen their connection and trust with their followers, which translates into increased engagement and potential clients. Rather than receiving content that feels impersonal, your audience connects with the company in a much more genuine way.  

When looking at the future of influencer marketing, a lot of growth is expected, as the market size is estimated to reach $24 billion by the end of 2024. What this means for marketers is that incorporating influencer marketing in their B2B strategies will help them stay competitive and generate revenue. 

4 Ways B2B Influencers can drive sales growth 

1. Increasing Your Reach 

One of the biggest benefits of including B2B influencers in your strategy is that they can help you reach a larger audience. These influencers already have a large group of followers who trust what they say. When they talk about your brand, your company will be found by potential customers that you may not have reached with traditional ads.  

When an influencer shares content about your brand with their network, their followers may engage with it by sharing it with their network. The increase in reach caused by this ripple effect allows you to enter new markets and connects you to decision-makers who may otherwise be difficult to contact.   

2. Generating High-Quality Leads 

When a trusted influencer promotes your brand, it not only increases your reach and visibility but also attracts valuable, qualified leads. These leads matter because they’re in a position where they already have an interest in what your company has to offer, given that they were influenced by an individual they respect. 

Influencers have a deep understanding of what their audience’s pain points are, and know how to effectively communicate ideas that resonate with them. When promoting a company’s services, their audience views it as a genuine recommendation instead of a generic ad. Therefore, we see more leads generated from people who have a genuine interest, which can drastically shorten the sales cycle and overall boost your chances of conversion.   

3. Building Trust 

The 2022 Edelman Trust Barometer indicates that most people across generations trust influencers who recommend products or brands. Building trust is a huge factor to consider when creating a B2B marketing strategy. Decision-makers spend a lot of time and resources choosing the right companies to partner with, so having a foundation of trust significantly improves your chances of success.  

In the B2B world, there’s a variety of professionals who serve as influencers. Whether they are industry experts, consultants, analysts, or C-suite executives, their unique expertise and credibility are what makes them trustworthy. Having a deep understanding of the market makes their endorsement especially persuasive to other executives who have similar positions of authority. Therefore, when an influencer, who is an expert in their field, speaks positively about your brand and services, it can alter the opinions of their audience.

4. Adding Human Connection

B2B marketing is often seen as impersonal and disconnected from its audience. Adding human connection helps your company stand out and creates stronger connections with potential customers. B2B influencers are a great way to do this, as they can bring a touch of relatability to your brand. An influencer does so by talking about their own experiences and insights while connecting them to your company's services. This can change how people view you. People don’t want to connect with a company they view as transactional and faceless, but rather a company that feels approachable, friendly, and human.  

Additionally, influencers are great at keeping the conversation going by encouraging their audience to share their own stories, thoughts, and questions related to the brand. These interactions further humanize your brand by letting others showcase their perspectives, which can create a sense of community connected to your organization. 

Conclusion 

As the market for influencer marketing continues to grow, it is clear that integrating this strategy into your approach is essential. Influencers can give your business a new perspective, more meaningful relationships, and a higher level of trust, all of which ultimately drive sales.  

By combining our customizable business solutions with the power of influencer marketing, your company will maximize reach, see measurable results, and grow your brand.