Influencer Marketing programs for B2B companies tend to focus on a handful of marketing objectives. The thing is, like many marketing focused investments, influencer marketing can yield many more benefits than the simple act of a famous person in your industry saying nice things about your product or brand.
When B2B companies focus on influencer marketing solely from a campaign perspective, they miss out on the need to maintain relationships. There’s a lot of competition for well known influencers and relationships can keep the connection strong in your brand’s favor.
The future of influencer marketing is bright and with business to business marketers, it’s even more important to include influencers in ongoing marketing because buyers are so self directed in the sales process and they trust experts more than brands (Nielsen).