Why B2B Brands Are Embracing Influencer Marketing

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srcset="https://media.licdn.com/dms/image/v2/D4D03AQF15BDA5HWfgA/profile-displayphoto-shrink_100_100/profile-displayphoto-shrink_100_100/0/1719318811300?e=2147483647&v=beta&t=HC6ZiznzotlMJ6eZ_VslYex2nu8qReKkHsESgMp-HrI 100w,https://media.licdn.com/dms/image/v2/D4D03AQF15BDA5HWfgA/profile-displayphoto-shrink_200_200/profile-displayphoto-shrink_200_200/0/1719318811300?e=2147483647&v=beta&t=8CYoNLrY6dOn-7Tl_RZ4tEAXFnPmY0twbSCA5O9yvbg 200w,https://media.licdn.com/dms/image/v2/D4D03AQF15BDA5HWfgA/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1719318811300?e=2147483647&v=beta&t=yu_1JNmuMR1HR0HvY8LPfpW36R1og40ARezDLqFbmMg 400w,https://media.licdn.com/dms/image/v2/D4D03AQF15BDA5HWfgA/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1719318811324?e=2147483647&v=beta&t=IHL6enJKKy61RGpRuWyy9qIQI2pECpS3WnHrJbCPoYg 800w," sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" src="https://media.licdn.com/dms/image/v2/D4D03AQF15BDA5HWfgA/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1719318811324?e=2147483647&v=beta&t=IHL6enJKKy61RGpRuWyy9qIQI2pECpS3WnHrJbCPoYg" alt="Yolanda Zaw"> <div class="author-profile__author-text-container"> <a href="https://www.linkedin.com/in/yolanda-zaw-1624167b" target="_blank" class="t-14 t-bold"><span class="screen-reader">Authored by</span>Yolanda Zaw</a> <p class="t-14">Senior Content Marketing Manager at LinkedIn</p> <p class="t-14 t-black--light" data-published-date="2024-8-29"> August 29, 2024 </p> </div> </div>  </div> <div class="social-share"> <ul class="social-share__list share-list" title="Share via" data-share-list> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_linkedin_share" data-share-type="linkedin" aria-label="Share on LinkedIn, New window will open"> <li-icon class="share-item__icon" type="linkedin-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_facebook_share" data-share-type="facebook" aria-label="Share on Facebook, New window will open"> <li-icon class="share-item__icon" type="facebook-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_twitter_share" data-share-type="twitter" aria-label="Share on Twitter, New window will open"> <li-icon class="share-item__icon" type="twitter-icon"></li-icon> </a> </li> </ul> </div> </div> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQGpdZMQYkFrSQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1724954261981?e=2147483647&v=beta&t=eB-3GcMlssRN8VH84n-KhJqDAjswWkcz1YXuoPy70xw" alt="Why B2B Brands Are Embracing Influencer Marketing">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>Only a few short years ago, the term “influencer marketing” was synonymous with viral dance routines, make-up tutorials and lifestyle vlogs. But times have changed and the world of influencer marketing has evolved and matured into a massive marketing ecosystem, redefining how brands engage with their customers. <br> </p><p>Since 2016, the global market size has grown by more than 20x. Goldman Sachs recently estimated that the Creator Economy will reach $500 billion by 2027. <br> </p><p>Up until now, this growth has been driven largely by consumer platforms in a B2C-centric way. B2B brands and platforms have not only been slow to embrace influencer marketing, some even took strides to consciously distance themselves in the past.<br> </p><p>But as B2B brands begin to experiment more, push boundaries and focus on connecting with audiences on a more human level, influencer marketing is gaining traction in this new space. The era of B2B influencer marketing is well and truly here. <br> </p><p>To dive deeper, we gathered three industry experts on the topic – <a rel="" href="https://www.linkedin.com/in/rahultitus/" target="_blank">Rahul Titus</a>, Global Head of Influence, Ogilvy, <a rel="" href="https://www.linkedin.com/in/neil-waller/" target="_blank">Neil Waller</a>, Co-CEO & Co-Founder of creator company Whalar Group, and <a rel="" href="https://www.linkedin.com/in/jasmine-enberg/" target="_blank">Jasmine Enberg,</a> Principal Analyst at EMARKETER, for a discussion on the future of the B2B creator economy. <br> </p><p><em>Watch below to hear their insights on how the B2B marketing landscape is changing and the massive opportunity in the influencer space right now. </em></p> </div> </div> <div id class="component component-video" data-component-type="video"> <div class="video video__article-width" data-video-with-thumbnail="false" data-video> <div class="video-padding-wrapper"> <div class="video__container"> <div class="video__content" tabindex="-1" data-video-content> <iframe allowfullscreen frameborder="0" data-delayed-url="https://www.youtube-nocookie.com/embed/NEK7WdmRg4Y?rel=0&amp;autohide=1&amp;playsinline=0&amp;html5=1&amp;wmode=opaque&amp;autoplay=0" title="Redefining B2B Dynamics in the Creator Economy"> </iframe> </div> </div> </div>  </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h2>Creators Are Flourishing in a Changing B2B Landscape <br> </h2><p>B2B brands are in the midst of a creative renaissance and more willing than ever to try new, innovative formats and tactics. According to LinkedIn's <a rel="" href="https://business.linkedin.com/marketing-solutions/b2b-benchmark?src=go-pa&trk=sem-ga_campid.13968037409_asid.128607552601_crid.534716635909_kw._d.c_tid.dsa-1210533648947_n.g_mt._geo.9192439&mcid=6829211277693452298&cid=&gad_source=1&gclid=Cj0KCQjw-5y1BhC-ARIsAAM_oKnFyrf7JoKsXLMBnOZK7z_11h4oeFpACNKINizmhEGR6HBLZmd466IaAklqEALw_wcB&gclsrc=aw.ds" target="_blank">B2B Marketing Benchmark Report 2024</a>, 88% of CMOs are advocating for bolder, more creative campaigns.  </p><p>But where are they investing these creative dollars? Social media is the most used channel by marketing leaders (75%) and 1 in 3 say it is the most effective channel when meeting their marketing needs. What’s more, 61% of B2B leaders say they will increase spend on Influencer content in the near future. <br> <br> Jasmine Enberg, Principal Analyst at EMARKETER, a leading market research company delving into digital marketing trends, said the rise of B2B influencer marketing comes at a time when B2B buyer demographics are also shifting. <br> </p><p>“One of our biggest findings in our research is that the B2B buyer is getting younger, getting more sophisticated. It’s the same person who is scrolling through TikTok at night who is involved in these purchasing decisions. <br> </p><p>“[Historically] a lot of B2B content has been very stale or boring. And now as we’re seeing the B2B buyer get younger, B2B brands recognise they need to catch up and speak to the customer in the way they want to be spoken to. I think that is the big reason for the rise of influencer marketing within B2B.”<br> </p><p>Furthermore, a recent <a rel="" href="https://www.emarketer.com/content/linkedin-marketing-2024" target="_blank">EMARKETER report</a> into social media trends found that Gen Zers are diversifying content on platforms like LinkedIn. Instead of just being a place for job updates and work anniversaries, Gen Z is using LinkedIn similarly to how they use B2C platforms like Facebook and Instagram by sharing advice, stories, challenges and insights – paving the way for creator content. <br> </p><p>Additionally, brands like Intel and Hootsuite are hiring creators for LinkedIn-specific sponsored content, according to the report. EMARKTER predicts sponsored content like this will see double-digit growth in the US over the next few years. <br> </p><h2>B2B Influencers Are Built Differently<br> </h2><p>While B2B marketers can indeed learn a lot from their B2C counterparts, the fact remains that what works for B2C doesn’t always resonate with B2B audiences. <br> </p><p>Generally speaking, B2C demands trendsetters and tastemakers when it comes to influencer marketing, whereas B2B requires credible expertise rooted in proven experience. B2C influencers are tasked with bringing a "halo of celebrity" to the brands they work with while B2B influencers need to provide a "halo of credibility." <br> </p><p>So what does a B2B influencer look like? They are thought leaders, subject matter experts, academics, business owners, content creators, analysts and journalists, and even a company’s own employees or executives. <br> </p><p>Most of the time, these B2B influencers have their own in-built audiences and followers but unlike in B2C, their overall audience size isn’t as important. B2B influence is less about numbers and more about reputation and gravitas, as Rahul Titus, Global Head of Influence at Ogilvy points out: <br> </p><p>“We talk about a spectrum of influence and in the B2B space, the number of followers has never mattered. Some of the best influencers we work with in the space actually have 20 followers. But that’s okay, because you can buy the reach. <br> </p><p>“What you can’t buy is trust and authenticity.”<br> </p><p>A <a rel="" href="https://www.toprankmarketing.com/guide/b2b-influencer-marketing-research-report/" target="_blank">recent report into the B2B influencer landscape</a> from marketing agency TopRank sums it up nicely: With the right amount of zeroes on the check, your B2B brand could work with anyone from Beyoncé to Brad Pitt. But would your target audience take Queen Bey’s recommendations on SaaS supply chain solutions? <br> </p><p>TopRank also asked brands what were the most important qualities in choosing a B2B influencer and “size of audience” ranked fourth. Topping the list was “our audience sees them as trustworthy,” “relevance of audience” and “professional credentials.”</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQEos3cAUoQhHA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1724954904591?e=2147483647&v=beta&t=eLoUdtJ1AZp3nFdyXgldNF_cUvvdhWD6vf02my2hKgg" alt="Chart: Getting the Right Influencer Mix">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h2>Capitalizing on This ‘Explosion of Opportunity’ in B2B<br> </h2><p>It’s safe to say B2B brands have been slow to embrace influencer marketing up until now, but the momentum in this space is getting harder to ignore. <br> </p><p>Neil Waller, co-founder and co-CEO of creator management company <a rel="" href="https://business.linkedin.com/marketing-solutions/marketing-partners/find-a-partner/whalar" target="_blank">Whalar Group,</a> said we’re seeing an ‘explosion of opportunity’ in the B2B influencer space right now and smart brands are ready to capitalize on it. <br> </p><p>“When we started 8 years ago, less than 10% of the creators we worked with were full time creators. So for the majority of the people, it was a side hustle. Last year we had 13,000 creators on our books and 95% of them were full time, 70% had a manager or agent and 20% had at least one full-time employee,” said Waller.</p><p>“We’re seeing an explosion of storytellers in this B2B space. It is exciting to see.”<br> </p><p>Waller continued: “I think maybe in the past with brands it was a case of: we’re not going to tell the company story, we’re going to tell the story of the product.”<br> </p><p>“Now, consumers want to know the stories of the company, the people and the personalities. I always go back to the example of when Daniel Ek (Co-founder and CEO of Spotify) posted on LinkedIn, it outperformed every post that Spotify had ever posted.,” Waller added. “This is because people want to hear from a person, not a company. This is where consumerism and behavior has shifted…it is a missed opportunity if you are not engaging.”<br> </p><p>For more tips on <a rel="" href="https://www.linkedin.com/business/marketing/blog/trends-tips/what-is-b2b-influencer-marketing" target="_blank">how to get started with B2B influencer </a>marketing check out our guide. </p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <a class="standalone-image-component__link" href="https://business.linkedin.com/marketing-solutions/b2b-benchmark/2024?trk=lms-blog-b2b&src=bl-po" target="_blank"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQHBs0i6InB4Bg/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1719358662572?e=2147483647&v=beta&t=-8dDPreOl7PLfWZfom7K-Wbk9k3kaJxZDbLbKk5imP8" alt="B2B Marketing Benchmark Report - Learn more">  </figure> </a> </div> </div> <div id class="component component-banner" data-component-type="banner"> <div class="banner banner--v3 banner--full-width banner--light-background banner--center banner-height-desktop--default banner-height-tablet--default banner-height-mobile--default" data-banner> <div class="banner__image-container banner__image-container--background-amber-30" aria-hidden="true"> <img class="banner__image image-pin--middle-center">  </div> <div class="banner__headline-container"> <div class="banner__position"> <p class="banner__headline t-32"> Get the latest on B2B marketing right in your inbox </p>  <p class="banner__subheadline t-18"> </p>  <div class="banner__button-container">  <a 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role="presentation">  <button aria-label="Bahasa Indonesia (Indonesian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-in_ID" data-locale="in_ID" role="menuitem" lang="in_ID"> Bahasa Indonesia (Indonesian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Italiano (Italian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-it_IT" data-locale="it_IT" role="menuitem" lang="it_IT"> Italiano (Italian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="עברית (Hebrew)" 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language-selector__link !font-regular" data-tracking-control-name="language-selector-ms_MY" data-locale="ms_MY" role="menuitem" lang="ms_MY"> Bahasa Malaysia (Malay) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Nederlands (Dutch)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-nl_NL" data-locale="nl_NL" role="menuitem" lang="nl_NL"> Nederlands (Dutch) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Norsk (Norwegian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-no_NO" data-locale="no_NO" role="menuitem" lang="no_NO"> Norsk (Norwegian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="ਪੰਜਾਬੀ (Punjabi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pa_IN" data-locale="pa_IN" role="menuitem" lang="pa_IN"> ਪੰਜਾਬੀ (Punjabi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Polski (Polish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pl_PL" data-locale="pl_PL" role="menuitem" lang="pl_PL"> Polski (Polish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Português (Portuguese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pt_BR" data-locale="pt_BR" role="menuitem" lang="pt_BR"> Português (Portuguese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Română (Romanian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ro_RO" data-locale="ro_RO" role="menuitem" lang="ro_RO"> Română (Romanian) </button> </li> <li 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hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-tl_PH" data-locale="tl_PH" role="menuitem" lang="tl_PH"> Tagalog (Tagalog) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Türkçe (Turkish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-tr_TR" data-locale="tr_TR" role="menuitem" lang="tr_TR"> Türkçe (Turkish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Українська (Ukrainian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action 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