Capitalising on B2B Tech Influencers for Business Expansion | by MarGen – The Award-Winning B2B Growth Partner | Jul, 2023

Companies persistently explore inventive methods in the dynamic marketing landscape to stand out and engage with their target demographics.

One such tactic that has seen significant growth in popularity is influencer marketing.

While this strategy has been predominantly utilised in the B2C sector, it’s now making significant strides in the B2B tech industry.

This article delves into how businesses can capitalise on B2B tech influencers for business expansion.

Recognising your target demographic is fundamental in any marketing strategy, and influencer marketing is no different. In the B2B tech industry, influencers can mould opinions and steer decision-making processes.

They are often regarded as trusted authorities in their field, and their endorsements can considerably influence their followers’ perspective of a product or service.

Selecting the appropriate influencers is a vital step in this process. Unlike B2C marketing, where influencers often advertise physical products, B2B influencers might advocate for intricate tech solutions or services.

This highlights the importance of choosing influencers who are proficient in their field and have a robust connection with their audience.

A prime exemplar of successful B2B influencer marketing is General Electric’s (G.E.) collaboration with Lena Dunham’s online publication, Lenny Letter.

The campaign aimed to inspire women to venture into the tech industry, with discussions around women in media, careers in science, and how G.E. supports women in tech. This campaign humanised G.E. and reached out to a female audience, raising interest in tech careers.

Influencers can range from celebrities to industry experts with a significant online following. However, in the B2B space, influencers often narrate stories on behalf of your company, weaving narratives around the ideas you’re promoting.

This could be a member of the C-suite, an investor, or even an employee. Establishing brand storytellers both in and out of the house helps share your message in a personable and organic manner.

Jumping into B2B influencer marketing headfirst isn’t necessary. Adopt a test-and-learn mindset and note which strategies work and which don’t.

For example, use A/B testing to internally gauge the efficacy of your campaigns and tweak them accordingly.

It’s more practical to go all in on a small scale to test success than to undertake an extensive campaign and realise some influencers aren’t the best fit.

Recognising that different demographics trend toward different channels will ensure you don’t compromise engagement on your B2B influencer marketing campaign.

For instance, older users tend to congregate on Facebook, while younger users prefer photo-sharing apps.

Corporate presences trend across the board, from LinkedIn to Facebook to Twitter, so meeting your ideal audience where you know they allow you to reap maximum benefit from your campaign.

Keeping your influencer marketing efforts natural helps the conversation around what you’re promoting flow naturally. When people feel like they’re being force-fed sponsored content, it can quickly become off-putting. To avoid this, ensure your influencers naturally weave your message into the content as seamlessly as possible.

The best way to measure the success of B2B influencer marketing campaigns is by examining engagements across your channels; email and social media. Retweets, likes, follows, and shares are all solid indicators of your campaign performance. If you sell a product, examine your sales data and note any trends or changes that arise after you roll out your campaign.

As B2B marketing evolves, businesses learn how influencer marketing may help increase brand awareness, reputation, and revenues. According to a poll conducted by InvespCro, 94% of marketers believe influencer marketing is a successful strategy for B2B businesses. However, only 24% of B2B businesses include influencer marketing in their overall business plan.

B2B influencer marketing is a marketing strategy in which businesses collaborate with subject matter experts, influential figures, or key players in a particular industrial sector to produce content and sell their products. Such people usually have a sizable social media following, which guarantees a lot of influence.

Businesses can successfully reach their target audience and improve the bottom line by leveraging B2B influencer marketing. It helps to increase brand visibility, improve brand reputation, and generate leads.

Yes, B2B influencer marketing works. According to a study by Tomoson, businesses earn £6.50 for every £1 spent on influencer marketing. This shows that influencer marketing is a profitable strategy for B2B businesses.

The first step in capitalising on B2B tech influencers for growth is identifying the right influencers in your industry. This involves researching and finding individuals who have a strong online presence and are respected within your industry.

Once you’ve identified potential influencers, the next step is to build relationships with them. This could involve engaging with their content, contacting them directly, or even meeting them at industry events.

After establishing a relationship with your chosen influencers, the next step is to create and execute a successful influencer campaign. This involves collaborating with the influencer to create content that will resonate with their audience and promote your brand effectively.

Finally, it’s crucial to measure the effectiveness of your influencer marketing campaign. This can be done by tracking engagement, reach, and conversions. By doing so, you can determine the ROI of your campaign and make necessary adjustments for future campaigns.

In conclusion, capitalising on B2B tech influencers for business expansion is a powerful strategy to help businesses reach their target audience, build brand awareness, and drive growth. By understanding your audience, choosing the right influencers, and measuring your ROI, you can create a successful influencer marketing campaign that delivers tangible results.

What is B2B influencer marketing?

B2B influencer marketing is a strategy where businesses collaborate with influential figures in their industry to promote their products or services.

Why is B2B influencer marketing important?

B2B influencer marketing is essential because it helps businesses reach their target audience, build brand awareness, and drive growth.

How can I find B2B influencers in my industry?

You can find B2B influencers in your industry by researching, engaging with online communities, and attending industry events.

How can I measure the success of my B2B influencer marketing campaign?

You can measure the success of your B2B influencer marketing campaign by tracking metrics such as engagement, reach, and conversions.

Does B2B influencer marketing work?

Yes, B2B influencer marketing can be highly effective when done correctly. According to a study by Tomoson, businesses earn £6.50 for every £1 spent on influencer marketing.

There is a more in-depth version on MarGen — The Award-Winning Growth Partner