B2B Influencer Marketing

B2B Influencer Marketing 2.0 prioritizes authenticity and genuine connection.

When trying to make decisions, people often turn to their trusted friends, networks, and communities for guidance. Thus, B2B businesses can benefit immensely from working with influencers that resonate with the groups they’re targeting. Influencer marketing is nothing new: Just think back to the 18th and 19th centuries, when brands aligned themselves with royalty to make their products more appealing. For example, in 1767, Josiah Wedgwood branded his line of earthenware “Queen’s Ware” to signal that the cream-colored dishes were a favorite of Queen Charlotte, making them wildly popular.

Today, people are drawn to influencers whom they believe share authentic and honest perspectives on products. According to a Forbes study, 71% of customers report an increased likelihood of making a purchase if someone in their social media networks recommends it. But Influencer Marketing 2.0 is more than just paying someone famous for a product endorsement. It requires businesses to make a personal connection with customers, which requires an in-depth “understanding of digital communities” that can foster...