Is Influencer Marketing Relevant In The B2B Industry?

ByRafael Schwarz

, Forbes Councils Member.

for Forbes Communications Council

COUNCIL POST | Membership (fee-based)Jun 28, 2024, 07:15am EDT

In the ever-evolving landscape of communication, influencer marketing has become a cornerstone in B2C strategies, but its relevance and effectiveness in the B2B sector often spark debate. As businesses strive to innovate and stand out, the question arises: Is influencer marketing relevant in the B2B industry? In this article, I want to explain why I believe that influencer marketing is not only relevant but a best practice tool for modern B2B marketing.

Understanding B2B Influencer Marketing

Influencer marketing in the B2B context involves partnering with individuals who have a significant influence on the decision-making processes within their industry. These influencers are often subject matter experts, industry analysts, consultants or executives with a substantial audience on LinkedIn, blogs or other digital platforms. Unlike B2C influencers, who might sway purchasing decisions with lifestyle endorsements, B2B influencers provide valuable insights, expertise and credibility to complex purchasing decisions.

Influencer marketing in the B2B space cannot be focused on short-term tactics; it’s about building long-term relationships with key opinion leaders. These relationships can lead to ongoing collaborations, where influencers become advocates for your company. Such sustained partnerships can help to keep your brand top-of-mind and maintain a steady stream of quality content and engagement.