What is Influencer Marketing
Influencer Marketing is a strategy based on collaboration with individuals (influencers) who influence the decision-making of a specific target group.
Whilst in B2C, influencers with tens of thousands of followers often dominate, in B2B, expertise, experience and credibility carry more weight than the number of followers.
Types of B2B influencers:
- Industry consultants and experts
- Specialist bloggers and newsletter authors
- Active creators on LinkedIn or YouTube
- Company ambassadors, partners or customers
- Founders of successful B2B companies
The aim is to use their influence to raise brand awareness, explain the value of the product or service, and build trust that leads to tangible business results.
Why Influencer Marketing is important for B2B companies
- It boosts brand credibility
A recommendation from a respected expert carries far more weight than an advertising message. - Helps reach a specific target audience
Influencers often have a narrow but highly relevant following – e.g. HR directors, IT managers, CFOs. - Builds brand authority within communities
Regular mentions and collaborations strengthen your position in the relevant sector. - Generates high-quality leads
Reaching out via an influencer acts as a “warm recommendation” → higher conversion rates. - Supports content marketing and SEO
Collaborations can lead to the creation of high-quality content and backlinks.
Practical applications and examples
- SaaS company
Collaboration with a LinkedIn creator focused on digital transformation → series of posts, case study, webinar → 230 registrations and 18 business meetings. - AITOM Digital
Establishing a collaboration with industry influencers as part of the B2B Behind the Scenes event → greater reach and engagement among the target audience of CEOs and marketing directors. - Enterprise software provider
Review and testing of the tool by an IT blogger → 1,000 article views and several demo requests within the first few weeks. - B2B e-commerce platform
Partnership with an industry podcast → a series of episodes on the digitalisation of purchasing processes → an increase in direct visits from branded searches. - Consultancy firm
Ambassadors from among satisfied clients share their own experiences on LinkedIn → high level of trust and new enquiries.
5 tips on how to use Influencer Marketing in B2B
- Focus on relevance, not reach
500 relevant followers in the industry are worth more than 10,000 unspecified ones. - Give the influencer freedom and context Authenticity
works in B2B – not pre-written ad copy. - Plan the collaboration as a campaign
Not just a single post – but a sequence of activities (e.g. post article webinar). - Measure the campaign’s impact
UTM parameters, codes, registration questionnaires – track the benefits. - Build long-term relationships
A relationship with an influencer is like a relationship with a business partner – the longer it lasts, the greater the trust.
Related terms
- Thought Leadership – a strategic position as an expert in the field
- Employee Advocacy – engaging your own employees as micro-influencers
- Social Selling – the commercial use of social media networks and content
Further resources
- HubSpot – The Ultimate Guide to B2B Influencer Marketing
- TopRank Marketing – B2B Influencer Marketing Report
- LinkedIn – How to Activate Influencers
Summary
Influencer marketing in B2B isn’t about viral videos, but about credible figures who wield influence within a given professional community. It helps build a brand, explain complex products and generate high-quality leads. Would you like to establish meaningful partnerships with B2B influencers or develop a strategy for utilising them? Please don’t hesitate to contact us.