How to really maximize your collaboration with B2B influencers

It seems like everyone has their own taste as a B2B influencer. Whether you already do it or want to do it, here we explain what we mean by B2B influencers and the new rules of engagement.

As we all know only too well, the B2B buyer’s journey is not a linear path taken by a single decision maker, but rather a chaotic joystick that goes back and forth between six and ten decision makers. As a result, marketers and PR professionals are constantly looking for new ways to influence a wide range of stakeholders.

Hype machine

A Dentsu study of B2B brands found that “increasing brand awareness/top-of-funnel performance” went from the sixth most important factor for future strategy in 2021 to the most important in 2024. Major B2B brands are increasingly including celebrities in their marketing campaigns. Last year we saw Succession actor Brian Cox teaming up Santander’s B2B banking division. And Squarespace’s 2023 creative campaign with Adam Driver titled “The Singularity” also proved that B2B humor is becoming increasingly popular.

These recognizable names fulfill an element that effectively mimics B2B influencer engagement: they humanize the offering so customers can easily understand its benefits. This feeling of familiarity can even shut down the process. All of this leads to high quality leads.

Well, I’d like to be the hype woman, but the truth is that B2B influencer engagement has been around in one form or another for decades. From customer ambassadors to industry analysts to partner voices, brands have engaged many influential voices to increase awareness, attention and preference.

What’s special about last year is that these and new B2B influencers are commercializing their profiles – bringing with them new opportunities for interaction. More recently, emerging TikTok and LinkedIn heavyweights such as Rob Mayhew and Tom Mills have developed a B2B-centric approach to relevant content.

Mirror, mirror

B2B influencers do more than just speak to an audience; they resemble them. They have faced similar challenges throughout their careers, which can foster a shared understanding that strengthens credibility. They also speak the same thing Language as their audience, which is why they can be such a powerful tool for raising awareness and generating leads for complicated B2B solutions.

Of course, B2B brands tend to have more niche audiences compared to the big names in consumer marketing, but these audiences are often highly engaged. For a knowledge-seeking B2B audience, an influencer with deep industry knowledge can be an extremely valuable filter for inspiration and reassurance in decision-making.

Where are these B2B influencers today? LinkedIn is the obvious platform choice for B2B brands. The platform launched many value-added products for businesses and professionals to expand their profile beyond connections, including posts, newsletters, long-form articles and virtual event features. Many of the platform’s top influencers, including authors and economists Rachel Botsman have built their businesses through their profiles. At the same time, others were able to strengthen their work there, such as Suki Sandhu OBE, founder of a diversity and inclusion consultancy.

We all expect Linkedin to sell out a bit. It is therefore worth taking a critical look at your goals and also considering other platforms. TikTok is quickly making a name for itself in B2B influence as brands seeking a more engaging experience seek out interaction on in-person platforms. It’s a great way to immerse yourself in the company culture. YouTube, Mastodon and Reddit can now be effective at engaging specific target groups – and influencers are emerging there too.

Collaboration opportunities extend far beyond social media, and with the right name behind them, brands can engage with these influencers to reach untapped decision makers across multiple channels.

Golden rules

How do you get a return on investment (ROI) from influencer relationships? B2B influencer engagement requires a very different approach than B2C. Here is a quick checklist for success:

• There should be a mutual benefit between the influencer and the brand – beyond the monetary value. This could be a common audience you want to target or a topic that is important to both the brand and the influencer.

• Make sure the B2B influencer you choose aligns with your brand values ​​– run a profile check against a scorecard to ensure their historical posts, links and recommendations are brand safe.

• Consider working with outside counsel on long-term partnerships rather than one-off engagements. Every B2B influencer must have specialist knowledge. In 2025, we will likely see a growing trend toward collaborative content creation and partnerships over individual campaign deployments.

• Focus on problem-solving content and work closely with your influencer to understand the value your audience wants to see.

​For more smart thinking in B2B, visit our Focus Week hub.