5 reasons influencer marketing should be part of the B2B mix


24th April 2024

They’re not just for B2C – influencers have plenty to offer B2B marketers.

According to a poll conducted by InvespCro, 94% of marketers believe influencer marketing is a successful strategy for B2B businesses, yet only 24% of companies are including influencer marketing in their overall business plan.

Perhaps it has something to do with what comes to mind when we hear the word ‘influencer’: people with huge online followings and mass-market consumer appeal. For B2B marketers, this doesn’t seem to offer us much.

Let’s change that perception. Here are five reasons why influencer marketing works in the B2B world too – and why you should be giving it a go.

  1. People trust recommendations from other people.

We’ll sing it until the cows come home: B2B marketing may be business to business, but it’s still people marketing to people.

It’s why a staggering 9 out of 10 people trust recommendations from individuals over brands or businesses, even if they don’t know them; personal connections and trusted relationships have incredible potential to drive decision-making, whatever product or service is promoted.

  1. B2B influencers are industry experts – and vice versa.

Whether they’re a software engineer creating educational content about coding languages or a consultant sharing best practices for solving business problems, B2B influencers are experts in their fields.

They resemble their audience in their professional journeys and have faced similar challenges, fostering a shared understanding that enhances trust and credibility. They also speak the same language as their audience, allowing for authentic resonance without the need to break down any technical jargon.

  1. Influencers don’t need hundreds of thousands of followers to produce results.

In the B2B world, it’s often more about precision than scale. Generating tailored content that resonates with the target audience can make B2B influencers highly effective at generating leads, no matter the size of their following.

  1. The social media platforms influencers use have subcommunities for every niche topic.

Thanks to its useful targeting functionalities, LinkedIn tends to be the platform of choice for B2B marketers. But other social media platforms have plenty to offer, too.

As explored in our recent blog, TikTok is renowned for its ultra-precise algorithm and endless subcommunities. For B2B marketers promoting niche products and services, direct access to these smaller groups of people can have a real impact on our results.

  1. B2B influencers can support offline activities.

It’s about more than just creating social media content – B2B influencers bring expertise beyond the digital realm.

By leveraging these influencers’ expertise at industry events, conferences and workshops, B2B marketers can connect with their target audience in person. These offline interactions can strengthen relationships and drive brand loyalty, complementing our online activities.

Case study: IStructE

The campaign we deployed for the Institute of Structural Engineers (IStructE) is a great example of B2B influencer marketing and PR in action.

To promote our client’s engineering program to soon-to-be graduates, The Think Tank enlisted the help of student influencers who shared their experiences via TikTok in the popular ‘day in the life’ format.

With only a smartphone needed to participate, this was a simple, low-cost but high-impact way to generate a lot of content – and for the organisation to establish their expertise in the field.

The campaign also delivered IStructE’s core message to an audience that was ready and willing to engage with a familiar format on a familiar platform, resulting in numerous sign ups.

The verdict

From reaching niche audiences to building trust and authenticity, influencer marketing offers a wealth of untapped opportunities for B2B marketers and PR professionals. By partnering with influencers who resonate with your audience, you can amplify brand messaging, drive engagement, and ultimately achieve your marketing objectives.

And if you’re still unsure, get in touch with us. We know what makes an effective B2B influencer marketing campaign – and can help you get started.

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