How to really maximize your collaborations with B2B influencers

It seems like everyone has their flavor of B2B influencer. So, whether you’re already doing it or want to be doing it, here we unpick what we mean by B2B influencers and the new rules of engagement.

As we all know too well, the B2B buyer journey isn’t a linear path trodden by a single decision-maker but rather a messy joystick back and forth between 6-10 decision-makers. Marketers and PRs are, therefore, continually looking at new ways to influence a myriad range of stakeholders.

Hype machine

A Dentsu study of B2B brands has found that ‘raising brand awareness/top of funnel performance’ has jumped from the sixth most important factor influencing future strategy in 2021 to the most crucial in 2024. Big B2B brands are increasingly featuring celebrities in their marketing campaigns. Last year, we saw Succession actor Brian Cox team up with Santander’s B2B banking division. And Squarespace’s 2023 creative campaign with Adam Driver, dubbed ‘The Singularity’, also proved B2B humor is gaining popularity.

These recognizable names deliver on one element emulated effectively by B2B influencer engagement – they humanize the offering so customers can easily understand its benefits. This sense of familiarity may even short-circuit the process. All of which translates into high-quality leads.

Now, I’d love to be the hype woman, but in truth, B2B influencer engagement has existed for decades in one form or another. From customer ambassadors to industry analysts to partner voices – brands have engaged many influential voices to drive awareness, consideration, and preference.

What’s different about the last year is that these and new B2B influencers are commercializing their profiles – and with that comes new opportunities to engage. More recently, emerging TikTok and LinkedIn heavyweights, such as Rob Mayhew and Tom Mills, have brought a B2B-centered approach to relatable content.

Mirror, mirror

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

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

Where are these B2B influencers today? LinkedIn is the obvious choice of platform for B2B brands. The platform launched lots of value-add products for businesses and experts to grow their profiles beyond connections, including contributed articles, newsletters, long-form articles, and virtual event functionality. Many of the platform’s top influencers, such as author and economist Rachel Botsman, have built their businesses through their profiles. At the same time, others have been able to amplify their work there, such as Suki Sandhu OBE, founder of a diversity and inclusion consultancy.

We all expect a bit of a ‘sell’ on Linkedin, so it’s worth taking a critical look at your goals and considering other platforms, too. TikTok is rapidly gaining a name for itself in B2B influence, as brands looking for a more engaging experience seek interaction on personal platforms. It’s a great way to reach into business culture. Meanwhile, YouTube, Mastodon, and Reddit can be effective in engaging specific audience groups – and influencers are emerging there, too.

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

Golden rules

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

• There should be a mutual benefit between the influencer and the brand – beyond monetary value. This could be mutual audiences you want to engage or a topic that both brand and influencer feel passionate about.

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

• Consider working with external advocates on long-term partnerships rather than one-off engagements. Any B2B influencer must have subject area expertise. In 2025, we’re likely to see a growing trend around content co-creation and partnerships over single campaign engagements.

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

​For more smart thinking on B2B, head over to our focus week hub.