Almost 90% of B2B buyers prefer content from trusted B2B influencers over sales messages from B2B brands. That’s a statistic from a recent survey by LinkedIn and it echoes what Demandbase CMO Kelly Hopping recently told us: “They’re going to trust hearing from that guy, versus the Demandbase brand.”
But just who is “that guy”? It’s clear, of course, that B2B influencers fulfill a different role than B2C influencers. Picking the latter is as much a matter of budget as judgment. Brands know that Kourtney Kardashian or Justin Bieber reach hundreds of millions of people and can evaluate the likely demographics of their audiences. But not many brands, one assumes, can afford Kourtney or Justin. Expectations must be tempered by reality.
The B2B influencer space is different. What’s important is partnering with an influencer who successfully reaches the much more niche audience a B2B brand is hoping to engage and convert. As Yolanda Zaw of LinkedIn writes, B2B influencers are “not here to entertain with viral dance routines or trendy challenges. Instead, they bring deep expertise and credibility to the table.” Platforms like G2 and TrustRadius may serve to aggregate opinions in the B2B technology space, for example, an influencer puts a face and reputation behind his or her views.
6 things to look for. Zaw’s LinkedIn article lists six important traits to look out for in B2B influencers as identified by 1,700 technology buyers across the U.K., U.S., and India:
- Subject matter expertise (53%). A no-brainer; an effective influencer must make it apparent that they know what they are talking about.
- Trustworthiness (52%). Perhaps a more subjective assessment but also really hard to distinguish from 1 above.
- Network of connections (52%). This goes just beyond having followers — although reach is important. It implies being engaged with other subject matter experts in the same or related fields.
- Diversity of content (49%). Perhaps the most counter-intuitive of the traits. If you’re selling CDPs, do you really care if the influencer also writes fluently about CRMs or AI? It looks like the audience does.
- Engagement with followers (44%). We live in a world where having a large megaphone is not enough; influencers have to listen and respond too.
- Authenticity (36%). A relatively low score for what should be an important factor. It perhaps reflects the assumption that influencers do often get paid.
“It’s a channel for authenticity,” said Demandbase’s Hopping. “It almost serves like a G2 or a Peer Insights, a third-party reviewer, even though you can see influencers are getting paid to some extent.”
More advice. Here are some more considerations in selecting an influencer to partner with, according to Zaw. Identify “micro-influencers” within the space of interest. There are the Gary Vaynerchuks and Seth Godins but they are likely to be expensive and unlikely to manifest laser-like focus on the audience a B2B brand wants to reach. Look out for experts who might not present themselves primarily as influencers: analysts, for example, and conference speakers.
Also, look close to home. Among your own executives there might be individuals who are influencers in the space beyond being a spokesperson for your own brand. The same goes for your customers.
Finally, the period when influencers are most effective is during research and consideration. They are less important in both the discovery and purchase phases. The LinkedIn research is clearly focused on B2B technology selling and buying, but the suggestions are relevant to B2B across the board.
Dig deeper: Why influencer marketing is critical in B2B
The post 6 things to look for in a B2B influencer appeared first on MarTech.
**Key Traits to Identify in an Effective B2B Influencer**
In the fast-evolving world of business-to-business (B2B) marketing, influencer partnerships have emerged as a powerful strategy for building credibility, expanding reach, and driving engagement. Unlike business-to-consumer (B2C) influencers, who often focus on lifestyle, fashion, or entertainment, B2B influencers operate in a more niche and professional space. They are trusted voices within their industries, offering insights and expertise that resonate with decision-makers and stakeholders. However, not all influencers are created equal, and identifying the right B2B influencer for your brand requires a careful evaluation of their traits and capabilities.
Here are the key traits to look for in an effective B2B influencer:
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### 1. **Industry Expertise and Credibility**
The cornerstone of any effective B2B influencer is their deep knowledge and authority within their industry. They should have a proven track record of expertise, whether through years of experience, thought leadership, or tangible contributions to their field. Look for influencers who have published white papers, spoken at industry conferences, or contributed to reputable trade publications. Their credibility will lend weight to your brand’s messaging and help establish trust with your target audience.
**How to Evaluate:**
– Review their professional background, certifications, and achievements.
– Assess the quality of their content, such as blogs, webinars, or LinkedIn posts.
– Check their affiliations with respected organizations or brands.
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### 2. **Authenticity and Transparency**
Authenticity is a critical factor in influencer marketing, especially in the B2B space, where audiences are often skeptical of overtly promotional content. A successful B2B influencer should genuinely believe in the products or services they endorse and communicate their opinions transparently. Their audience should view them as a reliable source of information, not as a paid spokesperson.
**How to Evaluate:**
– Observe how they disclose partnerships and sponsorships.
– Look for a balance between promotional and organic content in their portfolio.
– Analyze audience engagement to gauge trust levels.
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### 3. **Strong Professional Network**
An effective B2B influencer is not just a content creator; they are also a connector. They should have a robust network of industry professionals, decision-makers, and thought leaders. This network amplifies their influence and allows them to foster meaningful conversations around your brand.
**How to Evaluate:**
– Examine their LinkedIn connections and participation in professional groups.
– Look for collaborations with other respected industry figures.
– Assess their ability to engage with key stakeholders in your target market.
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### 4. **Engaging and Insightful Content Creation**
Content is king in the B2B world, and an influencer’s ability to create high-quality, engaging, and insightful content is paramount. Whether it’s blog posts, videos, podcasts, or social media updates, their content should provide value to their audience by addressing pain points, offering solutions, or sparking meaningful discussions.
**How to Evaluate:**
– Review their content for originality, depth, and relevance.
– Analyze the level of engagement (likes, comments, shares) their content generates.
– Check for consistency in posting and maintaining a professional tone.
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### 5. **Alignment with Your Brand Values**
An influencer’s personal brand should align with your company’s values, mission, and goals. Misalignment can lead to credibility issues and dilute your messaging. The right influencer will share your vision and be genuinely passionate about your industry, making their advocacy more impactful.
**How to Evaluate:**
– Research their past collaborations to ensure alignment with your brand’s ethos.
– Observe their tone, messaging, and overall persona to ensure compatibility.
– Conduct a preliminary conversation to gauge their interest in your brand.
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### 6. **Data-Driven Approach**
In the B2B space, decisions are often driven by data, and the same should apply to influencer marketing. A successful B2B influencer understands the importance of metrics and uses data to optimize their strategies. They should be able to provide insights into their audience demographics, engagement rates, and campaign performance.
**How to Evaluate:**
– Request analytics reports from their past campaigns.
– Ask about their approach to measuring success and ROI.
– Look for influencers who use tools like Google Analytics, LinkedIn Analytics, or other performance-tracking platforms.
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### 7. **Adaptability and Willingness to Collaborate**
The B2B landscape is dynamic, and an effective influencer should be adaptable to changing trends, technologies, and audience preferences. They should also be open to collaborating with your team to ensure that their efforts align with your broader marketing strategy.
**How to Evaluate:**
– Assess their ability to cover diverse topics within their niche.
– Look for examples of past collaborations with brands.
– Discuss their willingness to co-create content or participate in joint campaigns.
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