In the world of B2B marketing, influencers play a crucial role in building trust and driving engagement with niche audiences. Unlike their B2C counterparts, whose value often lies in sheer audience size and entertainment factor, B2B influencers must bring credibility, expertise, and authenticity to the table.
A recent survey conducted by LinkedIn highlights the significance of these influencers, revealing that nearly 90% of B2B buyers prefer content from trusted influencers over direct sales messages from brands. As Demandbase CMO Kelly Hopping explains, “They’re going to trust hearing from that guy, versus the brand itself.”
But what exactly makes “that guy” the right fit for your business? LinkedIn’s research, which surveyed 1,700 technology buyers across the UK, US, and India, identifies six key traits to consider when selecting a B2B influencer.
1. Subject Matter Expertise (53%)
It may seem obvious, but an effective B2B influencer must demonstrate a deep understanding of the industry or topic they represent. Buyers want insights that go beyond surface-level knowledge. Whether it’s data-driven decision-making or cutting-edge AI technology, influencers need to establish themselves as authoritative voices in their field.
2. Trustworthiness (52%)
Closely linked to expertise, trustworthiness is essential but harder to quantify. An influencer’s reputation within the industry, transparency in partnerships, and willingness to provide unbiased opinions all contribute to this perception.
3. A Strong Network (52%)
An influencer’s value extends beyond their follower count. Being well-connected to other experts, thought leaders, and key players in related fields enhances their credibility and influence. Their ability to engage with an ecosystem of professionals often holds more weight than their social media reach alone.
4. Diversity of Content (49%)
Surprisingly, buyers value influencers who cover a range of topics beyond a narrow niche. For example, an influencer who writes about customer data platforms (CDPs) but can also discuss AI, CRM, or related technologies might resonate more with a well-rounded audience. This versatility signals a broader understanding of the industry’s interconnected challenges.
5. Engagement with Followers (44%)
In the digital age, broadcasting alone isn’t enough. Influencers must actively engage with their audience, responding to comments, answering questions, and fostering meaningful conversations. This level of interaction builds a stronger connection with their community and enhances their credibility.
6. Authenticity (36%)
Although ranked lowest on the list, authenticity remains vital. While audiences are aware that influencers may be compensated for their efforts, they expect honesty and genuine passion for the topics they discuss. As Hopping notes, “It’s a channel for authenticity. Even though influencers are paid, they still function as trusted third-party reviewers.”
Beyond the Big Names: The Rise of Micro-Influencers
Not every brand can afford industry heavyweights like Gary Vaynerchuk or Seth Godin, and not every campaign needs them. LinkedIn’s Yolanda Zaw suggests exploring “micro-influencers”—experts who may not self-identify as influencers but hold sway in specific niches. Analysts, conference speakers, and even your own executives or customers can serve as powerful voices within your target audience.
Zaw also emphasises the importance of timing: influencers are most effective during the research and consideration phases of the buyer’s journey. Their ability to provide in-depth, trustworthy insights can help buyers navigate complex decisions, while their role diminishes during the discovery and purchase phases.
Finding the Right Fit
Selecting the right B2B influencer requires a strategic approach. Consider their expertise, engagement, and authenticity, but also their relevance to your niche and their ability to reach the audience you’re targeting.
By focusing on these traits and looking beyond traditional influencer profiles, B2B brands can build partnerships that drive trust, foster engagement, and deliver measurable results. Whether you’re selling cloud solutions, AI technologies, or marketing platforms, the right influencer could be the key to unlocking your audience’s confidence and loyalty.
Source: https://martech.org/6-things-to-look-for-in-a-b2b-influencer/
