In today’s digital landscape, influencers play a pivotal role in shaping consumer perceptions and driving purchasing decisions. While we often associate influencers with consumer goods, their impact extends far beyond that. In the B2B world, where relationships and credibility matter, identifying and collaborating with the right influencers can significantly enhance your marketing efforts.

Why Should B2B Marketers Care About Influencers?

Why bother with influencers? Let’s explore some compelling reasons:

Building Trust in Uncharted Waters

When entering a new market, you’re an unknown entity. Trust doesn’t come overnight. Influencers—whether researchers, industry leaders, or seasoned experts—can vouch for your credibility. Their endorsement lends legitimacy to your brand.

Educating Potential Customers

B2B solutions often address complex problems. Influencers can break down these intricacies, making them accessible to your target audience. Their insights educate potential customers, fostering understanding and trust.

Creating Problem Awareness

Sometimes, your audience isn’t even aware of the challenges they face. Influencers can spotlight these pain points, emphasizing the urgency of finding solutions. Their reach ensures that your message resonates.

Providing Context

Influencers don’t just promote products; they contextualize them. By discussing your solution within the broader industry landscape, they help potential buyers see its relevance and value.

Types of B2B Influencers

Our clients work with different types of influencers including:

Researchers:

These curious minds experiment with products like yours. Their findings and insights can validate your solution’s effectiveness.

Industry Leaders:

They speak at conferences, are interviewed by industry media, and talk about the direction of the industry.

Problem Solvers and Industry Experts:

These seasoned professionals have battle scars and success stories. Their credibility resonates with peers and decision-makers alike.

Engaging Influencers in Your Industry

• Involve them early in your product or service development process with a sneak peek or request for input
• Invite them to a demonstration or allow them to try your solution in their own situation
• Provide them with information on a regular basis
• Ask them to speak at an internal or customer event
• Interview them for a blog or article about your product or service
• Connect with them personally at industry events, conferences, or trade shows
• Follow them on social media and share their insights with your audiences

Payment may or may not be appropriate.  You’ll have to gauge that from your conversations with them and the strategy you want to take with influencers.  Do you want them to be biased (meaning paid) or unbiased?

Adding influencers to your marketing plan can be a quick win or a long-haul tactic.  Either way, your investment in building trust and credibility can be worth the effort in the long term.