While influencer marketing has been big in the consumer world for a while, it’s also on the rise in B2B arenas. In either case, influencers are best defined as someone with the ability to impact the buying decision of a target audience.
In B2C, influencers are often fashionistas, recording artists, celebrity chefs, and the like—especially those with massive social followings. But in B2B, influencers typically take the form of industry pundits, analysts and journalists, business experts, and bloggers. Whether through their own large social following, readership, or clientele, these B2B influencers have clout with audiences who are familiar with them and are “all ears” when they speak.
Why Are Influencers Needed?
The Internet has changed the way prospects make buying decisions. With digital content at their fingertips, buyers now depend less on salespeople to educate them and instead do their own research online before purchasing. Some 87 percent of buying decisions begin this way, in fact.
These prospects aren’t just downloading whitepapers and watching product demos. Increasingly, they’re looking for recommendations from people they know and trust.
Consider a post from a well-known tech blogger that includes a favorable mention of your software, for instance. If your target audience is among the blogger’s readership, you just scored a big win.
This all goes back to a topic we’ve covered previously: the criticality of establishing credibility in an increasingly cynical world. With so many hyped-up claims being made online, buyers are more and more wary—especially regarding major B2B buying decisions. Getting a credible third-party influencer to endorse you is far more powerful than anything you can say about yourself through your own advertising or marketing.
Finding the Right Influencer
B2B influencers must be authoritative, respected, and able to reach a large audience—not just any audience, but the same one your business wants to reach. They should also already be distributing regular, valued content to their followers, whether through social posts, blog posts, email newsletters, or other vehicles.
Starting the search for a B2B influencer can begin with simply conducting a Google search. For example, typing in “top influencers in cybersecurity” can lead you to lists like this and this.
When evaluating potential influencers, determine whether they have language about their willingness to entertain partnerships (and yes, some form of a paid relationship is often required). Also, look at their post or Tweet history to ensure they have the right synergy with your business and that they haven’t already struck up a marketing relationship with a competitor. Oops.
Importantly, consider the “why”—why would they want to partner with you? Will being associated with your brand enhance their market profile in some way? There’s growing competition for B2B influencers, so be aware that they’ll be closely evaluating you just as you’re evaluating them.
Other Places to Find B2B Influencers
Oftentimes, the best influencers aren’t directly in the business of “influencing,” but their support can be just as powerful, and often even more so. Customers, resellers, and even employees can be great product evangelists, especially those that have large platforms from which to speak.
The SAP Influencer Program is an example of a company formalizing this approach by leveraging their own partners and users. When trying to build an influencer marketing strategy, tap your own network in this manner first.
While payment isn’t always necessary for these types of influencers, consider an affiliate program where there’s some type of incentive, such as a discount or commission, for referring business colleagues and peers.
B2B influencer marketing is effective because it offers the elements of grass-roots marketing and good, old-fashioned word-of-mouth from sources your audience considers credible and relevant. Most of all, it leverages the power of human interaction that digital-only campaigns cannot.
Partnering with the right influencers for your brand can be a delicate dance. If you need assistance creating an influencer marketing strategy or campaign, contact us today.