Influencer marketing is no longer just a strategy for B2C marketing. Throughout 2019, we saw the dominant rise of B2C micro- and nano-influencers across social media platforms. With social media’s ever-growing prevalence and the consumer’s innate drive for connection, traditional B2B marketing is shifting. Looking for B2C influencer marketing? Use GROWL’s guide.
As we see B2C consumers placing higher trust in their peers (influencers) over brands, we are beginning to see B2B decision-makers do the same. DGR reports that 95% of decision-makers favor information from credible industry influencers. In 2020, we’ll see approximately 65% of multinational brands increase their influencer marketing budgets this year (World Federation of Advertisers).
WhY B2B BRANDS ARE TURNING TO INFLUENCERS
In today’s digital landscape, B2B buyers are looking for credible, relatable voices. According to recent data from Demand Gen Report, 95% of B2B buyers prefer content from trusted industry influencers over brand messaging. Gartner reports that over 80% of B2B purchase decisions are influenced by peer recommendations, and influencer-driven campaigns continue to deliver stronger engagement, trust, and conversions.
Even more compelling? Influencer marketing is projected to exceed $24 billion globally in 2025, according to Influencer Marketing Hub, with a growing share in B2B sectors.
But why does this matter?
- Influencer content earns 11x more ROI than traditional marketing
- On average, businesses earn $6.50 for every $1 spent on influencer marketing
- 92% of B2B buyers trust recommendations from people they follow or know
WHAT IS B2B INFLUENCER MARKETING?
An influencer is someone who holds authority in a particular space and can guide others’ purchasing behavior. Unlike celebrity endorsements or flashy Instagram ads, B2B influencers are often niche experts—think LinkedIn thought leaders, industry analysts, podcast hosts, authors, or even your own employees.
B2B influencers don't just promote — they educate, relate, and inspire trust. They build relationships, create educational content, and spark conversations that help businesses make informed buying decisions. And while they're often compensated, they're not salespeople. Their value lies in their credibility and connection to a specific audience.
GROWL'S TOP TIPS FOR B2B INFLUENCER MARKETING
1. GO NICHE OR GO HOME
Broad reach doesn’t equal better results. Micro- and nano-influencers who operate in your exact industry or vertical often have higher engagement and more influence over real buyers. Don’t overlook your internal SMEs, community leaders, or association partners—they can be your most trusted voices.
2. PRIORITIZE AUTHENTICITY OVER PERFECTION
Let influencers lead with their voice and format. If a thought leader connects through video on LinkedIn, let them do just that—don’t force them into a format that doesn’t match their audience. Authentic storytelling = higher engagement.
3. Be Innovative
White papers and eBooks still hold value, but interactive, multimedia content wins attention. Think: expert livestreams, co-hosted webinars, podcast interviews, short-form video, and AI-powered demos. Use platform-native content to amplify reach.
4. Focus on the Story
Today’s audiences crave real stories. Instead of overly branded content, empower influencers to share their honest experiences. Behind-the-scenes insights, real use cases, and unfiltered testimonials can drive far more impact than polished promos.
5. Focus on the (Influencer) Experience
B2B influencer marketing isn’t just transactional; it’s about building community. Learn about your influencers’ goals and preferences, support their growth, and create space for them to collaborate with one another. Strong relationships = long-term brand advocacy.
Successful B2B marketing is built on connection, credibility, and community — and influencer marketing checks all three boxes. Whether you're looking to enter a new market, build trust with decision-makers, or increase brand visibility, now is the time to activate your influencer strategy.
Ready to strategize? Contact GROWL today!