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.