How to Find the Right B2B Influencer Mix to Succeed in 2024
By Theresa Meis
Influencers elevate B2B marketing by connecting brands with key audiences in a meaningful and authentic way. This relationship leverages the trust and respect influencers have cultivated to turn potential customers into engaged brand advocates.
Success, however, is not guaranteed. Our own research found that of the 85% of B2B brands using influencer marketing, only 34% describe their B2B influencer marketing strategy as “extremely effective.” And 53% named identifying, qualifying and engaging with ideal influencers as their greatest challenge.
The cornerstone of an effective B2B influencer marketing strategy is assembling the ideal mix of influencers. This requires a strategic combination of reach, resonance, relevance and credibility within a balanced cross-section of influencer types.
Understanding the types of B2B influencers
Recognizing the different types of influencers will help you understand the different roles they can play in your strategy.
Expert influencers are the industry leaders and thought leaders who shape opinions and trends within your field. They bring a high level of credibility and authority, often backed by extensive experience or notable achievements. Partnering with these influencers can significantly boost your brand’s reputation and thought leadership status.
Practitioner influencers, on the other hand, are professionals with hands-on experience in their respective fields. They offer practical insights and real-world expertise, making them relatable and highly valuable to an audience seeking practical advice and solutions. Collaborating with practitioner influencers can enhance the practical applicability of your content and offerings.
Finally, internal and executive influencers are often overlooked but equally important. These are individuals within your organization, from top executives to knowledgeable staff members, who can advocate for your brand. Leveraging their expertise not only showcases your internal talent but also adds a layer of authenticity and trust to your influencer marketing efforts. Utilizing internal influencers effectively can strengthen your brand’s voice and reinforce its values from the inside out.
Each type of influencer brings unique strengths to the table. Your goal should be to identify and engage with the right mix that aligns with your brand’s objectives, audience preferences, and marketing goals.
Influencer attributes that make an impact
Choosing the right influencers for your B2B marketing strategy involves identifying those who can truly resonate with your audience and communicate your brand’s message.
Resonance: Engagement and persuasiveness
Resonance is key in influencer marketing. It’s not just about how many people influencers can reach, but how deeply they can connect with and influence their audience. Measuring resonance involves looking at engagement metrics like comments, shares, and the quality of interactions. Prioritize influencers who not only have a voice but can also persuade and inspire their audience in alignment with your brand’s values and objectives.
Relevance: Overlap in subject matter
Relevance is critical when selecting influencers for your B2B marketing campaigns. It’s about ensuring there’s a strong alignment between the influencer’s expertise and your brand’s niche. This alignment guarantees that the content shared is not only pertinent but also valuable to your audience.
To achieve this, strategically identify influencers who are authorities in areas directly related to your products or services. Analyze their content, audience demographics, and engagement …read more
Source:: Top Rank Blog
