By Debbie Friez

What is B2B influencer marketing? 

I get asked this question quite often. Especially by non-marketers, who have the assumption I work with a Kardashian selling makeup. 

Let’s begin with the distinction between B2B and B2C influencer marketing. A slightly more B2C-centric definition comes from McKinsey: “Influencer marketing is a collaboration between popular social-media users and brands to promote brands’ products or services.” Although sometimes true for B2B, there are more nuances we can explore.

As we defined it in our 2023 Influencer Marketing Report, “B2B influencer marketing is the strategic practice of brands working with knowledgeable and influential figures in a given industry to create, co-create and amplify content.”

At a high level, these definitions accurately summarize what B2B influencer marketing is and how it works. But we wanted to offer a deeper perspective on the practice, straight from the voices who bring it to life.

I asked some amazing marketers via LinkedIn, emails and messages for their thoughts. This group of marketing thought leaders called out the need for collaboration, authenticity, relationships, data, education, and trust, along with leveraging employees and executives. 

Come take a closer look at their definitions of B2B influencer marketing.

How experts define B2B influencer marketing

Simply put, B2B influencer marketing is, “Trusted voices influencing buyer decisions,” says Ursula Ringham, Head of Global Influencer Marketing, SAP, Inc. 

Collaboration is key, says Jonathan Steiert, Sr. Content Marketing Manager, NetLine. “B2B influencer marketing is a collaboration where one business leverages the trust and reach of an industry expert or entity to amplify its message to a targeted professional audience.”

The content queen, Ann Handley, Chief Content Officer, MarketingProfs, breaks down influencer marketing like you would a good marketing strategy: 

“It’s a collab between an organization and an individual marked by 4 key essentials:

• Clear goals, KPIs: Why are we doing this? How will we measure success? 
• Alignment of audience and values: Does our expertise align? Does the influencer use, believe in the product or service? 
• Relationship: Is this a relationship or does it feel like a one-off? Do we like each other?
• Trust: Is there transparency and authenticity? Do we trust each other and honor the other’s strengths? Do we give each other creative freedom? Is there content collaboration or content control?”

A strategic partnership

“B2B influencer marketing,” according to Sprout Social, “is a strategic approach where businesses promote their product or services through collaborative partnerships with subject matter experts within a specific industry. Through these relationships, businesses are able …read more

Source:: Top Rank Blog

Author: Aaron