Exploring B2B Influencer Marketing

Influencer marketing has become an increasingly important strategy for B2B brands looking to engage their audiences. But who are influencers in the B2B space? How can brands identify and work with the right influencers effectively?

Hosts

Joaquin Dominguez and Tom Gatten, were joined by three growth marketing experts to discuss the perpetual challenges of lead nurturing and optimizing marketing funnel visibility.

Guests

Tim Bond, Founder at TechPros.io

Romi Badaloo, Marketing Consultant

Alvin Gunputh, Social Media Lead at Thredd

Tamsin Richendoller-Hill, Content Marketing & Comms Lead at R3

Emily Barker, Social Media Manager at RSK

The Unique Value of B2B Influencers

In the B2B space, influencers are trusted experts that buyers look to for insights. As Tamsin explained: "When you think of B2C, you simply hand over the product. But with B2B, you must consider the end goal and what the customer's customers need." B2B buyers want to learn from credible subject matter experts. They seek out thought leadership content to help inform significant purchasing decisions for their companies. As Romi Badaloo stated: "Our objectives with influencer marketing in B2B focus more on creating thought leadership content and using internal people to add credibility." So influencers in B2B go beyond just speakers and celebrities. They include employees, prospects, customers, analysts, journalists, and other respected experts.

“It quickly became obvious LinkedIn is for learning and connecting, not selling." Tim Bond

The Power of Internal Influencers

Many experts emphasised starting influencer efforts internally before looking externally. As Alvin explained: "I advocate starting with employee advocacy, training them as micro-influencers." Internal experts can share expertise through advocacy. They understand offerings and buyer challenges. Emily discussed successfully empowering an internal expert: "He came to me for business page support but became an influencer, discussing his insights while promoting RSK." This director leveraged his expertise and network to become an influencer.

"I advocate starting with employee advocacy, training them as micro-influencers”, Alvin Gunputh

Content Creation Strategies

Influencers can be powerful content partners. As Romi explained: "For a professional services white paper launch, we used internal leaders as influencers on LinkedIn." Collaborating on webinars, blogs, social posts, and assets can attract built-in audiences. Video content was noted as performing remarkably well, though many brands struggle to embrace it more fully. As Tamsin stated: "Video content drove our highest engagement. You can nurture it long-term. It's one of the best forms when an influencer has a decent following."

"An always-on strategy with long-term influencer relations is better than short-term social media marketing gains", Emily Barker

The Power of Authenticity

B2B audiences want real people, not overly polished messaging. An authentic tone helps influencers connect. As Romi advised: "Don't underestimate informal video content. A quick phone video can be effective, not just slick corporate productions." Letting an internal expert share honest perspectives in their own voice can be more engaging than scripted messaging. Emily also emphasised this point: "We encourage authenticity. People buy into influencers being themselves."

Take a Strategic Approach

Rather than one-off campaigns, experts recommend an ongoing influencer strategy. As Emily stated: "An always-on strategy with long-term influencer relations is better than short-term social media marketing gains." A longer-term view allows nurturing relationships and tracking performance over time, testing and refining what resonates. Romi also emphasised long-term thinking: "Use your regular content benchmarks to compare against influencer content performance.”

Tapping Unexpected Influencers

Tim Bond noted, "LinkedIn's evolution from a recruitment tool to a powerful media platform reflects the growing importance of influencer marketing in B2B. As LinkedIn has become a convergence of personal and professional identities, it enables individual thought leaders and companies to shape narratives, foster engagement, and drive business impact with target audiences. Influencer marketing is now an important strategy for B2B brands to build trust and credibility." Think beyond obvious influencers like speakers and celebrities. Consider journalists, as they create relevant content already.

Join our community

These Virtual Round Table Events bring the community together so these people can share ideas and best practices. We would be honoured if you joined us.

Tom Gatten - CEO and Founder, Adzact