61% of organisations using influencers as a key part of their B2B marketing strategy report an increase in both sales and revenue.
The “2023 B2B Influencer Marketing Report” published by marketing agency TopRank said the current explosion in the popularity of influencer marketing presents an opportunity for strategies to adapt.
Donna Robinson, president and CEO at TopRank, said bringing a human perspective to an organisation’s content aids consumers in understanding key messages.
“People want to hear from people, not just brands. Influencers bring a more human perspective to your content, along with a new audience for your brand’s messaging.
“Influencer co-created content can be creative and emotional, while also building credibility, and increasing reach and resonance,” Robinson said.
Elevated B2B influencer marketing also improves branding, with 58% of the sample reporting an improvement in brand reputation and 47% reporting a benefit to brand satisfaction.
The report added those using influencer marketing most successfully follow trends such as outsourcing their influencer programme and using AI for performance tracking.
The report’s sample was based on over 400 marketing decision makers holding titles at managerial level or higher in B2B organisations.