What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in 2024 and beyond?
With the recent launch of our all-new 39-page 2023 B2B Influencer Marketing Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology executives.
As marketers are asked to do more with less and prove return on investment (ROI), the popularity of influencer marketing has risen, as 94 percent of marketers have said that influencer marketing is a successful strategy for B2B, with greater numbers of B2B marketers increasing their level of influencer marketing maturity and sophistication and shifting even more towards always-on, relationship-based influencer communities.
The benefits of having an influencer marketing strategy in place have expanded — as our new report shows — with 61 percent of B2B marketers at organizations extensively using influencer marketing having seen increased sales revenue, 58 percent improved brand reputation, 47 percent improved brand advocacy, and the same percentage achieving improved retention rates.
Let’s jump right in and take a look at the future of B2B influence from 12 top subject matter experts.
12+ B2B Influencer Marketing Predictions From Top Experts & Influencers
Head of Digital Services
Cloud Software Group
Head of Global Influencer Marketing
“Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions.” — Ursula Ringham @UrsulaRingham Click To Tweet
Associate Director, Influencer and Social Media
Global Social Influencer Marketing Manager
“Short-form video continues to be a major player in the realm of influencer marketing. We will also continue to see brands evaluating their influencer portfolio based on gender, age, and ethnicity.” — Pam Didner @PamDidner Click To Tweet
Integrated Thought Leadership Strategy
Senior Director, Influencer Marketing & Head of Community
“By 2024, B2B companies will create distinct influencer roles, separating from standard social media tasks. Influencer campaigns will need to demonstrate direct contributions to sales, beyond just raising brand awareness.” — @JustinLevy Click To Tweet
“With in-person events returning in full force, there are more things that KOLs can partner with brands on — making the engagement more interesting and engaging, and providing more channels to connect than ever.” — Theodora Lau @psb_dc Click To Tweet
Amy Higgins Consulting
“The leaders in the space are finding creators who have clear points of view and add to the brand’s story. We are going to continue to see more co-marketing efforts between brands and between brands and influencers.” — @AmywHiggins Click To Tweet
“In 2024, the creator economy will redefine B2B marketing. As traditional B2B reach wanes, genuine creator voices gain traction. B2B brands will prioritize partnerships with these impactful creators.” — @JayAcunzo Click To Tweet
Influencer Marketing Strategist
Christopher S. Penn
Chief Data Scientist
“B2B influencer marketing in 2024 confronts a data gap due to platform fragmentation. Direct customer surveys, community monitoring, and adaptive strategies will be vital to gauge influencer impact.” — Christopher S. Penn @cspenn Click To Tweet
Learn More About The Future of B2B Influencer Marketing
As these insightful predictions from Paul, Ursula, Debbie, Ryan, Pam, Janine, Justin, Theodora, Amy, Jay, Christopher and Casey show, the future of B2B influencer marketing is a bright one indeed.
We offer many thanks to each for sharing their helpful insight on what the future holds for successful B2B influencer marketing.
There is much more to learn in our comprehensive new 2023 B2B Influencer Marketing Report, and industry media coverage about the insights it contains has begun in earnest, including MediaPost’s “B2B Galvanizers: Influencer Marketing Takes Hold In Business-to-Business,” MarketingProfs’ “What Makes B2B Influencer Marketing Programs Successful,” Financial Promoter’s “B2B Influencer Marketing Drives Revenue,” Hotwire Global Communications’ “The Drop on Influencer Marketing as a Service,” and LinkedIn’s* “This Week in Marketing: B2B as a Specialization.”
You’ll find much more about the future of B2B influencer marketing and its power in building relationships, creating influencer communities and more in our all-new 2023 B2B Influencer Marketing Report. It’s 39 pages are rich with survey insights, case studies from B2B brands, a list of 25 top influencer marketing practitioners from major B2B brands, and much more.
* LinkedIn is a TopRank Marketing client.
Lane R. Ellis has over 40 years’ experience working with and writing about the Internet. He writes for and manages all of the posts on the award-winning TopRank B2B Marketing Blog. Before joining the team here as Social Media and Content Marketing Manager, Lane spent more than a decade as Lead Editor for the prestigious conference firm Pubcon. When he’s not writing about B2B marketing trends, Lane enjoys distance running (he’s completed 11 marathons including two ultra-marathons so far), genealogical research, cross-country skate skiing, vegetarian cooking, and spending time with his wonderful wife Julie Ahasay and their cats Kukla, Twister, and Arlo in beautiful Duluth, Minnesota.