Understand that social media is currently undergoing a paradigm shift – it’s becoming less about social and more about the media aspect. As such, entertainment is the new name of the game, which has led to the various platforms becoming more creative. Influencer marketing is now at the forefront of this emerging trend, allowing brands to tap into platform experts and their respective followings to boost their brand messaging.

Signs on the Wind 

While it might not be as good a fit as B2C, B2B brands are also increasingly looking to influencers to help expand their brand messaging, with more businesses seeking acknowledgement and endorsement from key voices in their space. At least this is what Top Rank Marketing’s latest ‘B2B Influencer Marketing Report’ tells us. As all reports indicate, there’s a heap of insight to be had here, especially on key trends, shifts, and future predictions for the B2B sector. It should help you further shape your marketing approach. 

Top Rank was kind enough to summarize its findings into an infographic, which makes for an easier, but no-less valuable lead-on to the main report. Check out the full report here, otherwise, zip through quickly on some of the key findings down below: 

  • 79% of marketers indicated that B2B influencer marketing will grow in importance for their business over the next 12 months. 

  • 85% of B2B brands believe interest in working with influencers will increase in the coming 12 months.

  • 96% of B2B marketers plan to keep some or most changes made in the last 2 years.

  • 71% of marketers indicated influencer marketing became more important during the pandemic. 

  • 86% of B2B brands consider their influencer marketing successful.

  • 69% using always-on influencer campaigns said their organization’s B2B marketing efforts were moderately successful.

  • More than 73% of B2B marketers report an increase in interest in influencer marketing over the past year. Meanwhile, 80% say they expect interest to continue to grow over the next 12 months.

  • 80% of B2B marketers’ influencer marketing budget will either stay the same or increase from 2022.

  • 70% of marketers with extremely successful marketing programs include influencer marketing in their mix.

  • More than 70% of those who changed their strategies due to the pandemic stated that influencer marketing became more important.

  • 42% of B2B marketers say their B2B influencer marketing spending will stay the same over the next 12 months.

  • 31% of B2B marketers use influence marketing software themselves and 43% work with an agency to source influencers.

  • ⅓ of respondents said influencer marketing directly contributes to sales and revenue.

  • 50% said it helps with brand recognition, awareness, and lead generation. 

The Wrap

And that is but the tip of the iceberg as the full report has way more information and will better guide you as to what key refinements to make. Overall, what’s important to know is that change is coming not just to the B2B sector, but to most other sectors as well. We highly recommend checking the report out and may the best of luck be with you this coming 2023.

Sources 

https://bit.ly/3ESSDnp