By Debbie Friez

Now that we know what B2B influencer marketing is, let’s think about what it could be. If you could read the crystal ball, what would it say about the future of these strategies?

EMARKETER confirms B2B influencer marketing is growing and the future looks bright. Citing TopRank Marketing research, their Kelsy Voss notes:

• Influencer is becoming a staple in B2B strategies, with 85% of US B2B Marketers incorporating it into their mix.
• The ideal influencer is not necessarily the most followed.
• Effective B2B influencer marketing isn’t about celebrity status. 

And, influencer marketing is growing. Sprout Social reports that 30% of consumers trust influencers more than they did six months ago. Not, six years, but six months! 

As promised when we dove into the definition of influencer marketing, nine marketing experts shared their predictions on the future of B2B influencer marketing. The themes to note include: maturity of the practice, authenticity, diversity, long-term partnerships, emerging platforms and the use of AI. 

B2B influencer marketing is maturing

Ready for a great analogy? Of course you are. Ann Handley, Chief Content Officer at MarketingProfs, takes us to school to help understand where we are at in this influencer marketing journey: 

“If the B2B Influencer Marketing discipline were starting school this fall, it would be in high school. 

It’s mature enough to be waaaaay out of grade school, serious enough to be beyond middle school… but still young enough to be always evolving and growing. 

There’s lots of opportunity, but we in marketing still make dumb mistakes. Might be a frontal cortex issue. We’re learning tho.  

P.S. English Comp would be its best subject. Not math.”

Thanks, Ann. I knew there was a reason my English grades were better than my math grades. 

And speaking of growing up, how about heading to the board room? Amy Higgins, Director, Content Marketing, Cloudflare, speculates: “With the rise of the creator economy, I can see B2B influencer marketing having a seat at the “marketing table” just as much as analyst relations. Big brands already have a network which influences their purchase decisions — both inside their network and beyond. As creators build a bigger share of voice in the industry, they will command a larger piece of the marketing pie.”

Authenticity rules the future

Everyone is looking for authentic relationships, whether that is with friends or the influencers we follow. Brands crave creators and thought leaders who come off as being authentic to their followers. McKinsey says authenticity is the basis of any successful influencer marketing campaign. 

“Authentic industry experts who command a loyal following based on their trusted experienced-based perspectives” is where …read more

Source:: Top Rank Blog

Author: Aaron