Influence Over Impressions: The Real Power of Influencer Marketing in B2B

In todayamp8217s complex B2B buying environment influence not impressions is what drives credibility trust and action B2B influencer marketing is not about visibility alone itamp8217s about aligning with the voices buyers already trust and embedding those voices across the buying journey When done well influencer marketing isnamp8217t a nicetohave itamp8217s a strategic growth leverWhy B2B Influence Is Accelerating TrustB2B buying dynamics increasingly rely on trusted thirdparty voices to validate choices Decisionmakers are pressured with purchases of considerable investment they are often overwhelmed with content cautious of unknown brands or experiences and skeptical of brandled messaging or salespeople trying to just close a deal Independent experts practitioners and peer leaders consistently outrank sales and branded content as trusted versus biased information sourcesAn October 2024 DemandGen Report indicates that B2B buyers are nearly 70 percent through their purchasing process before engaging with sellers This statistic also appears in related research indicating that many B2B buyers complete a significant amount of their buying journey and perform numerous searches presales relying heavily on digital resources peer reviews and data to selfeducate and validate solutions making digital content a crucial part of the equationA report from LinkedIn amp8220Helping Brands Engage and Influence Buyers with New Advertising Capabilitiesamp8221 noted that 67 percent of B2B buyers engage with influencer content during the consideration and research phase of their buying journey seeking trusted insights Therefore it is paramount that companies provide engaging and meaningful online contentThis shift is driving marketing investment in influencer marketing A growing majority of B2B organizations now use influencers According to TopRank Marketingamp8217s 2025 B2B Influencer Marketing Report the most mature teams are moving toward alwayson programs rather than oneoff campaigns The reason is simple B2B buying cycles can typically range from six months to two years Additionally influence works in B2B when itamp8217s rooted in authority relevance and trust not reach alone Thought leadership expertled education and practitioner insight play a direct role in shaping consideration and purchase decisionsWhat amp8220Influenceamp8221 Really Means in B2BUnlike B2C where scale often wins B2B influence is about understanding your buyer and their pain points The most effective B2B influencers arenamp8217t necessarily celebrities with massive followings Theyamp8217re industry analysts subject matter experts practitioners partners and customers who instill credibility within niche buying committeesInfluence in B2B looks fundamentally different than in consumer marketing Success is rarely driven by celebrities or massive followings Instead it comes fromIndustry analysts and thought leadersSubject matter experts and academicsPractitioners and executives with peer credibilityBusiness partners customers and thirdparty advocatesInfluence shows up across LinkedIn YouTube webinars virtual events podcasts and cocreated thought leadership not just social posts In fact many of the most effective programs integrate influencers across the funnel from awarenessbuilding content to considerationstage education and latestage validation through customer advocacyWhere Waste Creeps InDespite the momentum waste remains a persistent challenge Common pitfalls includeSelecting influencers based on follower count instead of relevance or trustTreating influencer campaigns as shortterm transactionsMeasuring success solely through likes views or impressionsOverlooking existing advocates customers and partners who often hold the most influenceThe issue isnamp8217t influencer marketing itself Itamp8217s how organizations define influence align it to objectives and measure impactThe Path ForwardThe strongest B2B influencer programs share a few traits clear goals aligned KPIs longterm relationships and measurement tied to real business outcomes whether thatamp8217s awareness engagement pipeline influence or partner momentumWhen brands treat influencers as ecosystem partners rather than media buys the results are measurable and scalableInfluencer marketing is no longer optional for B2B But success requires intentionThe full ANA report The Strategic Rise of B2B Creator and Influencer Marketing is now available for download to members on our association website It exploresThe influencer types shaping B2B buying decisionsWhere B2B influencer marketing is happening todayRealworld examples across industriesBest practices to reduce waste and maximize ROIIf youamp8217re evaluating or rethinking your influencer strategy this report offers a practical datainformed framework to help you move from impressions to real influencePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Influence Over Impressions: The Real Power of Influencer Marketing in B2B

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Debbie Schildkraut

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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Influence Over Impressions: The Real Power of Influencer Marketing in B2B

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