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45 B2B Influencer Marketing Statistics to Optimize Your 2021 Marketing

We’ve finally turned the corner to 2021 and like many other marketers in the B2B world, I am ready to make this year better than ever. One source of inspiration I’ve found effective are the insights from industry research. That’s one of the main reasons we conducted the first research survey around B2B influencer marketing.

Having watched the growth of influence in marketing for B2B companies closely over the past 9 years, 2021 represents a significant opportunity for marketers to connect with the trusted voices in their industry to co-create content, inspire meaningful engagement and community, motivate authentic brand advocacy and boost influence of brand executives and subject matter experts as well as the brand itself.

The data for B2B influencer marketing are compelling:

45 B2B Influencer Marketing Statistics to Optimize Your 2021 Marketing

How the Most Successful B2B Marketers Work with Influencer Marketing Agencies

As B2B companies look to create more authentic and meaningful experiences for digital first customers, content marketing co-created with industry and internal influencers has enabled many organizations to deliver information that is more empathetic, useful and inspiring.

Growth B2B brands are seeing the influence piece of the puzzle as an opportunity to better attract and engage increasingly distracted and distrustful customers. Many of those ambitious B2B marketers are looking for ways to accelerate their use of influence both internally and externally.

Since our first paid B2B influencer engagement in 2012 with a Fortune 500 brand that is still our client today, we’ve seen an acceleration in B2B marketers seeking expertise, technology and best practices for engaging influencers. In 2022 those solutions come in many forms ranging from independent B2B influencer marketing consultants, to software platforms that also sell services to specialist agencies with teams dedicated to the strategy, tactics, technology, measurement and scale of B2B influencer marketing programs.

How the Most Successful B2B Marketers Work with Influencer Marketing Agencies

How to Scale B2B Influencer Marketing: Operations, Process and Technology

B2B Influencer Marketing Operations

As a relationship driven business, influencer marketing for B2B companies can be resource intensive and time consuming. To scale while maintaining quality, creating processes and using software are as essential for influencer identification as it is for managing ongoing communications and performance reporting.

In our research for the State of B2B Influencer Marketing Research Report, we found B2B marketers that document an influencer marketing strategy and engagement approach, define processes, use software and elevate their internal operational expertise are much better suited to scale a high quality and successful influencer marketing program.

This post will dig further into the findings from the State of B2B Influencer Marketing concerning influencer marketing operations on everything from top challenges to best practices and process to software.

How to Scale B2B Influencer Marketing: Operations, Process and Technology

B2C vs. B2B Influencer Marketing – What’s the Difference?

The vast majority of content and industry news coverage around influencer marketing is focused on those who engage consumer audiences: Instagramers, YouTubers, and as of late TikTokers. Of course the world of influence is not limited to consumer products and services. Influencers play an important role in businesses marketing to other businesses as well, whether it’s on LinkedIn, Twitter or Facebook.

So what’s the difference between B2C and B2B influencer marketing? We’ve covered B2B influencer marketing here in depth already with case studies, strategy and best practices, what makes a great B2B influencer, key statistics and more. After 7 plus years of focusing on B2B influencer marketing for some of the top B2B brands in the world, we’ve learned a few things about the practice. From that experience, I’ll focus on what makes for good B2B influencer engagement as a way to understand the difference from B2C.

B2C vs. B2B Influencer Marketing – What’s the Difference?

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in the push to 2023 and beyond?

With the recent launch of our all-new 59-page 2022 B2B Influencer Marketing Research Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology platform executives.

The popularity of influencer marketing is on the rise, as 85 percent of respondents to our extensive survey expect activity to increase over the next year, with B2B marketers increasing their level of maturity and sophistication and shifting towards always-on, relationship-based influencer communities.

Let’s jump right in and take an eye-opening look at the future and power of B2B influence from 10 of the world’s top experts and influencers.

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

Enterprise B2B Influencer Marketing Interview: Dr Konstanze Alex, Dell

Within the world of B2B influencer marketing, there are a handful of brand experts who have been charting a course within large enterprise organizations for the rest of us to follow. One of those pathfinders is Dr. Konstanze Alex (@konstanze), Head of Corporate Influencer Relations at Dell.

My first experience with Konnie was several years ago when TopRank Marketing was working with Dell to develop relationships with IT influencers as part of an online publication initiative. Since then, we’ve worked with Dell to help develop an influencer marketing playbook, support influencer engagement at events and through content, but her relationship focus on working with influencers has stuck with me through it all.

Enterprise B2B Influencer Marketing Interview: Dr Konstanze Alex, Dell

Expand 2022 Marketing Success & Learn From Our Top 10 B2B Influencer Marketing Posts

In 2021 B2B marketers have witnessed a continuing rise in the power of influence, expanding on the explosion of interest in the practice of B2B influencer marketing over the past several years. With more savvy practitioners than ever going all-in, B2B influencer marketing has continued to be a primary focus on our blog throughout the year.

We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 19th year in 2022, and as an industry topping $20 billion annually, influencer marketing has grown in sophistication. The insight and expertise our team has acquired helping some of the top brands in the world including 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure influencer programs has often made it here to our blog. To help our blog community grow their influencer marketing knowledge, we’re happy to offer this list of our most popular influencer marketing posts of 2021.

Expand 2022 Marketing Success & Learn From Our Top 10 B2B Influencer Marketing Posts

20 B2B Influencer Marketing Pros to Follow from Top Brands

Recently we published the 2020 State of B2B Influencer Marketing report after surveying hundreds of B2B marketers about their experiences, best practices, tools, budgets and plans for the future.

In an environment where B2B marketing is decidedly digital and marketers are hard pressed to squeeze more productivity out of fewer resources, credible information about marketing best practices, operations and trends for the future are in high demand. Judging by the response we’ve had to The State of B2B Influencer Marketing Report so far, we’re definitely meeting a need.

There is both optimism and an unrealized opportunity with influencer marketing for B2B companies. For evidence, check out these stats from the report:

78% of B2B marketers believe prospects rely on advice from influencers

20 B2B Influencer Marketing Pros to Follow from Top Brands

9 Questions to Ask When Hiring a B2B Influencer Marketing Agency

Confidence amongst B2B marketers in the role of influence, both externally and internally, has grown substantially in the past year. Following that growth is the number of B2B influencer marketing success stories inspiring marketers to investigate collaborative content strategies that include influencers.

At the same time, the pandemic has had its effect on marketing budgets and one of the trends over the past year that has stuck is the need for greater accountability and demonstration of ROI for marketing investments. While research shows that 96% of B2B marketers that engage influencers consider their program to be successful, 60% of marketers overall do not feel they have the skills or expertise in-house to execute on influencer programs.

9 Questions to Ask When Hiring a B2B Influencer Marketing Agency

Four Ways B2B Influencer Content Builds Better Marketing Reach & ROI

Nearly every marketer is familiar with B2C influencer marketing, such as it is. Celebrities promoting iPhones, various alcohols and even “probiotic” yogurt. You like the celebrity, so you’re supposed to like the product.

But does associating a brand or product with a popular individual really work for B2B marketing? …really? Well, in a sense, yes, as TopRank Marketing has been proving for quite awhile now with companies like LinkedIn, Dell, SAP, and many more. B2B influencer marketing represents a huge opportunity for companies of all sizes to expand their reach and generate better ROI from their content. However, activating influencers to advance B2B marketing and business goals doesn’t work exactly the same as with B2C.

Four Ways B2B Influencer Content Builds Better Marketing Reach & ROI

Optimize for B2B Marketing Success with an Influencer Marketing Strategy Checklist

B2B Influencer Marketing Strategy Checklist

Did you know? 48% of B2B marketers say their top challenge with influencer marketing is a lack of a documented strategy. And no wonder: 53% of B2B marketers either do not have an influencer marketing strategy or it’s not documented. (2022 State of B2B Influencer Marketing Report)

While influencer marketing for B2B brands has gained momentum and popularity, a lack of strategy is recipe for disaster. Of course no company can have all the answers right away, but working with influencers in a way that creates a positive impact on the business requires a unique approach.

If there is an expectation that partnering with influencers will advance marketing and business goals, key questions need to be answered.

Who are the right influencers?

Optimize for B2B Marketing Success with an Influencer Marketing Strategy Checklist

Community Influence: B2B Influencer Marketing & The Ascent of Digital Communities

Just how important have digital communities become today, and why does the rising trust we place in them harmonize so well with B2B influencer marketing?

It’s no secret that the world has become digital-first during the pandemic, but one change that may surprise many is just how important online communities have become.

People have shifted to identifying the most closely with their online communities, for the first time surpassing traditional non-digital community groups, a change borne out by recent survey data.

A simultaneous pandemic change has seen trust in brands and marketers falling significantly, with 50 percent of U.S. consumers finding it difficult to trust brands since the pandemic began, according to report data from Salesforce.

Community Influence: B2B Influencer Marketing & The Ascent of Digital Communities