B2B influencer marketing is a trend that’s really shaking things up. 

Back in 2020, only about 34% of B2B marketers were dipping their toes into influencer marketing.

Fast forward to 2023, and boom – that number’s skyrocketed to an impressive 85%. Talk about catching on quickly!

So, what’s the big deal? Are you missing out on the next best marketing strategy? How does it even work?

Stay tuned as we dive into the nuts and bolts of making B2B influencer marketing work for you. 

⚠️ Spoiler alert: At Click Analytic, we’ll share a quick 4-step plan to get your best foot in the B2B influencer marketing game.

It’s easier and more fun than you might think!

B2B influencer marketing is when companies buddy up with influential industry experts to give their products or services a massive high-five in the business world. 

Instead of targeting everyday consumers, B2B influencer marketing zooms in on decision-makers at other companies.

Think of it as a business-to-business fist bump! 🤜🤛

Now, how does this differ from B2C influencer marketing? 

Imagine B2C influencer marketing is like a flashy billboard on a busy street, catching the eye of anyone who walks by. 

B2B influencer marketing, on the other hand, is more like a personalised recommendation from a well-respected industry guru at a swanky business conference.

👉 It’s all about trust, credibility, and speaking the language of the biz world.

And it’s a hot topic. Some rockstars of B2B influencer marketing include Salesforce, HubSpot, and Okta​.

​These giants didn’t just shoot for the stars; they rode there on a rocket fueled by influencer marketing. 

They’ve leveraged influencers who are real-deal professionals—think executives, industry experts, keynote speakers—to spread the good word about their services. 

B2B influencer marketing is more than just popularity; it’s about expertise and street cred in the business arena. That street cred helps you seal the deals you really want. 💰 And isn’t that why we’re in business?

You bet it is!

Businesses often seem like big, impersonal machines.

Influencer marketing is like a friendly face waving at you from across the room. It makes brands feel more human, approachable, and, let’s be honest, less robot-like.

And let’s be real for a moment. Look at this epic example of why B2B influencer is the ticket you’re waiting for: 

To increase market share and drive signups for paid accounts, GoToMeeting partnered with high-value content partners for an affiliate program.

This approach resulted in a 725% increase in paid accounts and a 701% increase in free trial signups​.

Why does this work so well?

It’s all about trust. When a well-respected influencer in your field gives your product or service a thumbs-up, it’s like getting a trusted endorsement. 

They’re not just saying, “Hey, buy this!” They’re saying, “I’ve tried this, I know my stuff, and I genuinely think it’s awesome.” 

That kind of trust is worth its weight in gold. 🏆

And then there’s the magic of tapping into the influencer’s audience.

Imagine walking into a room full of people who are already interested in what you have to say. That’s what accessing an influencer’s audience feels like.

These folks are already engaged, they’re already listening, and they’re waiting to be wowed by what you’ve got.

Let’s not forget about authenticity and industry expertise, the secret ingredients in the B2B influencer marketing recipe. 

When an influencer is an authentic voice in their industry, their endorsement is like a glowing, five-star, genuine and respected review.

B2B influencer marketing lets you get up close and personal with your target audience in a way that’s genuine, trust-building, and, dare we say, kind of fun!

Ready to become a B2B influencer marketing whiz?

Buckle up because our guide is about to walk you through 4 essential steps to create a successful B2B influencer marketing campaign.

First things first: Let’s talk goals. You wouldn’t start a road trip without knowing your destination, right? The same goes for your B2B influencer marketing campaign. 

You gotta know what you want to achieve. So, grab a cup of coffee and a notepad, and let’s brainstorm!

Start by asking yourself: What’s my endgame here? Are you aiming to boost brand awareness? Maybe you’re all about generating leads. Or perhaps you’re on a mission to build trust.

Let’s say you’re a tech company launching a new software tool. Your goal might be to increase software trials by 30% within the next quarter. Boom! 🤯 That’s a straightforward, measurable goal.

Remember, specific is terrific. According to a study, marketers who set specific goals are 376% more likely to report success. Now, that’s a stat worth aiming for.

Alright, now that you’ve got your goals sharper than a ninja’s blade, it’s time to pick your battlefield and allies – in other words, the right platforms and influencers. 🥷

Think of platforms as stages where your influencer marketing play will unfold. 

LinkedIn might be your go-to for B2B, like a sophisticated theatre for corporate dramas. It’s where 81.1% of B2B influencer magic happens.​

But don’t snooze on other stages like YouTube or industry blogs – they have their own dedicated crowds.

Next up, choosing your influencers. This is like casting for your play. You want stars who shine bright and resonate with your audience. 

A tech company? Look for influencers who are tech gurus with a knack for making complex stuff sound like a fantastic sci-fi plot.

A finance firm? Find influencers who talk dollars and sense (pun intended!).

Now, here’s a cool trick: an influencer analysis tool. This tool helps you peek into things like audience demographics, engagement rates, and the influencer’s past brand partnerships. 

Pro tip: Check out our ultimate guide on influencer marketing metrics to learn more about the key numbers that spell success

Imagine finding out that an influencer’s followers are exactly the audience who’d love your product. That’s not just cool; it’s gold! 🏆

Let’s say you’re in eco-friendly products. An influencer analysis tool could help you find influencers who also talk the green talk and walk the walk. That’s authenticity, and guess what? 

About 90% of consumers say authenticity is critical when deciding which brands they like and support.

So, pick your stage, cast your stars, and use tech to ensure they’re the real deal. Now, you’re not just ready for action; you’re prepared to steal the show!

Okay, team, it’s time to get down to the nitty-gritty: crafting campaign briefs that are so compelling they could win Oscars for Best Screenplay! 

First, consider your campaign brief a recipe book for influencer awesomeness. It should outline the main ingredients: your campaign goals, key messages, and desired outcomes. 

But remember, just like a great recipe, leave room for a pinch of personal flair and creativity. 

After all, 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalised service or experience. Personal touch for the win!

For example, say you’re launching a new project management tool.

Your brief might include the key features you want highlighted, like its lightning-fast interface or ability to juggle multiple tasks.

But how the influencer presents this – whether through a snazzy tutorial video, a witty blog post, or a jaw-dropping TikTok dance – is where their creativity comes into play.

Next, clarity is king. Ensure your influencers know the who, what, when, where, and why. 

Who is your target audience? What are the key messages? When are the posts due? Where should they post? Why is your product a game-changer?

Answer these, and you’re golden. 🏆

Don’t forget to include practical stuff like hashtags, tags, and any legal requirements.

You know, the fine print like an influencer marketing contract that keeps everything running smooth.

Lastly, collaboration is key.

Be open to feedback from your influencers. This is a partnership, after all. If they suggest a tweak that could make the campaign more authentic to their audience, it’s worth a listen.

Remember, they know their audience.

So, arm your influencers with a campaign brief that’s clear, concise, and allows for creative freedom. Then watch as they take your campaign from script to blockbuster hit!

Well done! You’ve launched your campaign, and it’s out in the wild, wild web.

Now, it’s time for step 4: tracking and optimising performance. This step ensures your campaign hits the bullseye. 🎯

First up, you’ve got to keep a keen eye on how things are unfolding. B2B influencer marketing isn’t a ‘set it and forget it’ deal. 

You must monitor how your audience is responding in real time. Are they engaged? Excited? Sharing your content? 

👉 This is where an influencer marketing tool becomes your best friend. It gives you the lowdown on everything from engagement rates to click-throughs.

For instance, imagine your campaign is a series of Instagram posts about your new accounting software.

An influencer marketing tool can show you which posts get the most likes and shares and, most importantly, drive traffic to your site. 

Now, let’s talk about optimisation. This isn’t just a fancy word for tweaking things here and there. It’s about taking what you’ve learned from your tracking tool to supercharge your campaign. 

Say one of your influencer’s videos about your software’s time-saving features is getting lots of love. Why not double down on that? Maybe create a follow-up video or a live Q&A session?

And remember, feedback is your friend. If something’s not working, don’t just shrug and move on. Dive in, figure out why, and tweak it. 

Maybe it’s the message, the medium, or the timing. Optimisation is about being brave enough to change gears for better results.

👉 So, in a nutshell, track like a hawk and optimise like a genius. 

Use your influencer marketing tool to stay on top of performance.

Keep polishing your B2B influencer marketing campaign until it shines like a diamond. That’s how you turn good into remarkable and remarkable into extraordinary.

And there you have it! The world of B2B influencer marketing is a goldmine of potential waiting to be explored.

With 85% of B2B marketers jumping onto the influencer marketing bandwagon, it’s clear that this is the future of business relationships.

And hey, you don’t have to go at it alone. An influencer marketing platform can make your journey smoother and more effective.

This tool is like having a GPS, guidebook, and travel buddy all in one, ensuring you find the right influencers on the right platforms with the right message.