B2B Influencer Marketing Has Evolved - Know The Changes

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Mar 24, 2023

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

Over the years, B2B influencer marketing has evolved.

It has become an increasingly popular tactic for businesses looking to expand their reach and drive sales.

Different individuals have created a strong online presence and a significant following in a particular industry or niche.

By leveraging the influence of these individuals, businesses can effectively promote their products and services to a wider audience.

However, the evolution of B2B influencer marketing has been a journey of trial and error.

COPYRIGHT_MARX: Published on https://marxcommunications.com/b2b-influencer-marketing-has-evolved/ by Keith Peterson on 2023-03-24T06:12:48.192Z

In the past, businesses struggled to:

identify the right influencers
measure the return on investment (ROI) of their campaigns
maintain long-term relationships with their influencers

In this context, this topic will explore how B2B influencer marketing has evolved throughout the years, from its early beginnings to its current state, and discuss how businesses can make the most of this powerful marketing strategy.

B2B Influencer Marketing

B2B In Marketing

Marketing plays a critical role in business-to-business (B2B) transactions, as it helps businesses attract, engage, and retain customers.

The relationship between B2B and marketing is that B2B marketing involves creating and implementing strategies to market products or services to other businesses.

It basically aims to:

generate leads
close deals
build long-term relationships

Business-to-business (B2B) marketing, therefore, is the process of promoting goods or services from one business to another.

Unlike business-to-consumer (B2C) marketing, which is focused on targeting individual consumers, B2B marketing is designed to reach and persuade decision-makers within other businesses.

As we later discuss how B2B influencer marketing has evolved, let’s first look into B2B and influencer marketing as separate entities.

What Is Business-To-Business (B2B)?

Business-to-business (B2B) refers to transactions that take place between two businesses, as opposed to transactions between businesses and individual consumers (B2C).

Such dealings may involve the sale of goods, services, or information.

B2B transactions often occur:

between manufacturers and wholesalers
between wholesalers and retailers

For example, a manufacturer of computer components might sell its products to a wholesaler, who in turn sells the components to retailers who then sell them to end-users.

Building strong relationships with other businesses is often key to success in the B2B marketplace.

A female African American social media influencer setting up her smartphone for her vlog

What Is Influencer Marketing?

To get a good grasp of how B2B influencer marketing has evolved, here’s a brief discussion about the term “influencer marketing.”

Influencer marketing is a type of marketing that uses influential people to promote a brand or product to their audience.

Its goal is to leverage the trust and credibility that influencers have with their followers to promote a product or service.

The process of influencer marketing usually involves these three basic steps:

Step 1: Identify influencers in a particular niche or industry.

Step 2: Reach out to them to establish a partnership.

Step 3: Then work with them to create content that promotes the brand or product.

This content can take many forms, such as:

sponsored posts on social media
reviews
endorsements
collaborations

B2B influencer marketing has evolved as various marketing trends and influencers make impact on businesses and consumers.

Two adult women seated and talking during an influencer marketing podcast

B2B Influencer Marketing

B2B influencer marketing refers to the practice of leveraging industry experts, thought leaders, and other influential figures to promote products or services to other businesses.

In this type of marketing, the focus is on building relationships with these influencers. They can then use their credibility and authority to recommend a particular product or service to their audience.

The key difference between B2B influencer marketing and traditional B2C influencer marketing is this:

the former is focused on businesses and their needs
the latter is focused on consumers and their preferences

B2B influencer marketing is often used in industries where businesses rely on the advice and expertise of influencers to make purchasing decisions.

Such industries include:

technology
finance
consulting

B2B Influencer Marketing Case Study: Cherwell Software

Benefits Of Influencer Marketing

One of the primary benefits of B2B influencer marketing is that it can help to build trust and credibility with potential customers.

By partnering with well-respected industry experts and thought leaders, businesses can establish themselves as trustworthy and reliable sources of information, which can help to increase brand awareness and generate leads.

As Travis Huff, a social marketer and president of Real-Time OutSource, a California-based social media and influencer agency, mentioned in his 2017 article published by Social Media Today:

“
„
The beauty about influencer marketing is that the audience is already there, all you need to do is establish a win-win partnership where both parties are offering amazing value to each audience.
- Travis Huff

Another benefit of B2B influencer marketing is that it can help businesses to reach a wider audience.

Influencers often have large followings on social media and other online platforms, which can help to amplify the reach of a particular product or service.

By partnering with influencers, businesses can tap into their existing audience and potentially reach new customers who may not have been aware of the brand otherwise.

Evolution Of B2B Influencer Marketing

B2B influencer marketing has evolved significantly over the years, and its trajectory can be traced through a few key phases:

A. Early Adoption Phase (2000s-2010s)

In the early days, B2B influencer marketing was largely confined to traditional public relations (PR) efforts.

Companies would enlist high-profile industry leaders or experts to speak at events or contribute to publications.

These early influencers helped to build brand awareness and credibility, but there was no real strategy or data-driven approach to these efforts.

B. Social Media Phase (2010s-2015)

The rise of social media in the early 2010s brought about a new era of B2B influencer marketing.

Companies began to leverage social media influencers to reach new audiences and build credibility.

Social media platforms (e.g., Twitter, LinkedIn, and YouTube) became key channels for influencer marketing, as companies could easily connect with influencers and measure the impact of their efforts.

C. Micro-Influencer Phase (2015-2018)

As influencer marketing became more mainstream, companies began to focus on micro-influencers, or influencers with smaller but more targeted audiences.

These influencers were often more affordable than their celebrity counterparts.

In addition, their niche audiences made them an asset for B2B companies looking to reach specific demographics.

D. Content Marketing Phase (2018-Present)

In recent years, B2B influencer marketing has shifted towards a more content-driven approach.

Companies are enlisting influencers to create original content that aligns with their brand values and messaging.

Influencers are also being used to co-create content with brands, providing fresh perspectives and insights to help engage audiences.

Indeed, B2B influencer marketing has evolved more dramatically.

A female micro influencer vlogging in her room, with clothes hanging on a rack and a green plant in one corner

In 2020 And Beyond

The trend is expected to continue and even grow as businesses look for ways to stand out in crowded marketplaces and build trust with potential customers.

Some possible prospects for B2B influencer marketing in 2020 and beyond are:

1. Increased use of micro-influencers

These influencers are seen as more authentic and trustworthy, making them an effective way for businesses to connect with niche audiences.

2. Greater emphasis on thought leadership

B2B influencers are often recognized as experts in their fields, and businesses are increasingly using them to showcase their thought leadership.

B2B influencer marketing has evolved already in the recent years, and in 2020 and beyond, we may see more businesses partnering with influencers to create content that positions them as leaders in their industries.

3. Growing importance of video content

Video is becoming an increasingly popular format for B2B influencer marketing campaigns.

Video content can be used to showcase products, share thought leadership, and build trust with potential customers.

4. Integration with social media platforms

Social media platforms are a natural fit for B2B influencer marketing, and we may see more businesses partnering with influencers to create content specifically for social media platforms like LinkedIn.

5. Personalization

B2B influencer marketing campaigns may become more personalized in 2020 and beyond, as businesses look for ways to connect with individual customers on a deeper level.

This may involve using data to segment audiences and create targeted campaigns that resonate with specific groups of customers.

Final Thoughts

B2B influencer marketing has evolved and has come a long way in a relatively short amount of time.

From early PR efforts to data-driven social media campaigns and content-driven strategies, it has become a key component of many companies’ marketing strategies.

With the rise of social media and the growing importance of personal connections and trust in business, influencer marketing provides a unique opportunity for B2B companies to connect with their target audience in an authentic and meaningful way.

Truly, B2B influencer marketing has evolved enormously in recent years, and is now recognized as a crucial element of any successful marketing strategy.

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