Three-quarters of B2B decision-makers around the world currently use influencer marketing, and the majority of them are planning to expand their use of influencers, according to recent research from Ogilvy. Another study from Ascend2 in partnership with TopRank Marketing shows that influencer marketing is now included in the marketing strategies of 85% of B2B mid-market and enterprise brands in the US.
The research indicates that B2B marketers are progressing in their use of influencer marketing. While 15% are just beginning their influencer journey, nearly half (48%) have reached a moderate stage, and approximately one-quarter (23%) consider themselves experts.
The positive impacts of having an influencer marketing strategy in place mainly include increased sales revenue and improved brand reputation. These findings align with the results from the Ogilvy study, which highlighted increased brand awareness and sales or ROI as the primary benefits reported by respondents. Furthermore, two-thirds of participants stated that their B2B influencer campaigns had a more significant impact on marketing performance compared to brand-only marketing efforts.
Regarding the type of influencers commonly used, customers top the list, followed by professional influencers and prospects. The Ascend2 and TopRank Marketing study also suggests that leveraging employees as influencers holds immense value, with 89% of C-suite marketers recognizing their potential.
When selecting an influencer, B2B brands prioritize qualities such as trustworthiness and having a relevant audience/network. Additionally, professional credentials, audience/network size, and subject matter expertise are crucial considerations.
However, B2B marketers face various challenges in implementing an effective influencer marketing program. More than half (53%) struggle with identifying, qualifying, and engaging with ideal influencers. Other challenges include measuring and reporting results (46%), collaborating with influencers and creating content (40%), and developing and documenting an integrated strategy (38%).
Artificial intelligence (AI) emerges as a potential solution to these challenges. While content creation currently represents the leading use case for AI in B2B influencer marketing, performance tracking is close behind. Many marketers also employ AI for influencer identification and selection.
Social media content stands out as the most common type of content utilized in B2B influencer marketing programs. This preference is likely due to the informational value of B2B influencers on social media, as highlighted by 90% of industry marketers in the Ogilvy study.
The Ascend2 and TopRank Marketing report reveals that content promotion is the most effective influencer activity for reaching objectives. However, other activities, including product endorsements, collaboration on content, provision of quotes, and participation in events, prove effective for some marketers.
The research offers valuable insights into the growing adoption and impact of B2B influencer marketing. As B2B decision-makers continue to recognize the benefits and strengthen their influencer strategies, marketers should consider the role of influencers in driving sales revenue and enhancing brand reputation.
For more in-depth findings, download the Ascend2 and TopRank Marketing report here and the Ogilvy report here.
