About this article

Read time:

4 minutes

Category:

SEO

What is B2B influencer marketing?

In a nutshell, B2B influencer marketing is working with people and third parties who have the power to sway the decisions your key audiences make about your brand. This can be through paid commercial arrangements or by inspiring influencers to be positive about your business.

PRWeek recently said, “B2B influence is the sleeping giant that’s set to be next year’s defining disruption.” So if you’re in B2B PR or marketing and don’t know much about B2B influencers, now is the time to learn!

B2B influencer marketing is growing because we’re all seeing through the flood of direct digital marketing approaches swamping our inboxes and social feeds. Not to mention the pop up ads constantly distracting us online.

Think how much business is done based on personal recommendation. B2B is not a ‘stack em high and sell em cheap’ world. Buyers make discerning choices after lots of consideration. They actively want recommendations and seek peer and expert advice to confirm they are making the right decision.

B2B influencer marketing examples

Here are some of the things you might do in a B2B influencer marketing programme:

  • Inviting influential people to speak at and attend your customer events or user groups, so that they become part of your inner circle.
  • Commercial arrangements with writers who contribute to relevant media.
  • Becoming an active participant of independent industry groups and forums such as professional associations.
  • Following and engaging intellectually with influencers via social media – putting your own subject matter experts in a position to get into dialogue with them.
  • Asking influential figures to guest blog on your website.
  • Providing your product or service to influencers to test and give feedback on.

How to get your B2B influencer programme started

Here are some of the things you need to think about when deciding on your approach:

  • What’s in it for them? B2B influencers need a reason to get involved with your brand so it’s crucial you understand what value they want from the relationship – whether it’s financial, knowledge or something else.
  • What’s in it for you? It can be tempting to jump in with both feet but you need to know what value specific influencers are going to offer you. After all, you’ll want to measure the performance of your programme.
  • Who matters? Think first about who your key audiences are and who matters to them. It may seem obvious but it is essential you work with influencers your customers care about.
  • What channels? Where do your audiences get their information and what do they use when making purchase decisions? There’s little point engaging social media influencers if your buyers tend to attend events and conferences.
  • Where in the journey? Thinking about where and when you need the influence is key. Is it about helping you gain wider awareness for your brand or more about supporting the consideration phase with specific prospects?
  • What are the rules of engagement? Influencers are individuals and each one will have a different approach. It’s important you engage B2B communications experts to help you navigate the market.

If you’re looking to get started with B2B influencer marketing please get in touch with us!

About this article

Read time:

4 minutes

Category:

SEO

How B2B PR can help your fintech business connect with a UK audience

Navigating a new horizon: the impact of the UK 2024 general election on B2B PR and marketing

Browse more blog posts

Posted on
byJames Weaver
The fintech industry is renowned for its innovation. In a highly competitive and fiercely contested landscape, connecting with your target audience is crucial, especially when aiming to penetrate a market as dynamic as the UK’s. Therefore, leveraging the power of PR can be a game-changer for your fintech business. Here, we detail how B2B PR can help your fintech brand...
Posted on
byJames Weaver
Times of change are afoot. With the UK general election poised for July 4th, the population of the UK will make a collective decision and if early polls are to be believed, it’s highly likely that we’ll witness a change in government. Experts and political analysts are anticipating that this election will bring a wind of change, and whoever celebrates...
Posted on
byClaire Lamb
OK I admit it, I’m a secret Swifty. I can’t help but admire her. Not only is she a prolific song writer, incredible businesswomen, a true artist and performer, but she can tell a story like no other. I was lucky enough to witness her amazing performance at Wembley on Friday night. (Actually, there was no luck involved in getting...
Posted on
byJames Weaver
HR technology is moving at relentless speed. According to research, the HR tech market is projected to grow from $40.45 billion this year to a staggering $81.84 billion by 2032. With the HR tech landscape becoming increasingly competitive, businesses operating within this industry should prioritise tactics that will help them stand out from the crowd and attract new customers and...
Posted on
byJames Bentley
We recently hosted another LinkedIn Live event in which we learned from experts in their field. Named ‘Look into the tea leaves and find your HR tech story’ in honour of International Tea Day which shared its date, our head of technology practice Lee Simpson spoke to two guests who told us about their B2B HR founders’ stories. This is...
Posted on
byJames Bentley
As a content manager, much of my focus is on the written word. I grew up devouring newspapers, magazines and books and writing everything that happened to me in my primary school ‘news’ book each Monday. As putting pen to paper or finger to keyboard became my career, I evolved into quite the perfectionist, taking the often-quoted approach of spending...
Posted on
byJames Bentley
Richard Benson is the founder and managing director of PR reporting and measurement platform Releasd. He used his agency background to develop an intuitive platform designed to address the reporting challenges faced by today’s PR professionals. Releasd hasn’t been developed with the sole intention of measuring coverage of PR campaigns. Its next iteration will measure their impact too and the...
Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.