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How the Most Successful B2B Marketers Approach Influencer Marketing in 2021

Posted on Jan 11th, 2021
Written by Lee Odden
  • Blog
  • B2B Marketing
  • How the Most Successful B2B Marketers Approach Influencer Marketing in 2021
In this article

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    TopRank Marketing drives results with content, influencer, SEO & social media marketing.

    Keys to Success B2B Influencer Marketing 2021

    According to the 2020 State of B2B Influencer Marketing Report, 96% of B2B marketers that engage influencers consider their program to be successful and 90% expect their budget for influencer marketing to increase or stay the same over the next 12 months.

    Why the confidence? 77% of marketers say their prospective customers rely on advice from industry experts with 84% engaging influencers to create brand awareness and 69% counting on influencers for lead generation.

    Influence plays a role across the entire B2B customer lifecycle from awareness to advocacy and with B2B marketing going decidedly digital during the pandemic and uncertainty of 2020, the importance of peer, expert and influencer recommendations through social and digital media are more important than ever.

    Without question, the uncertainties driven by economic, political and public health have affected business customers in a variety of ways from pausing on purchasing to taking more time to do research on solutions. How B2B marketers adapt to these changes is essential for success in 2021 and beyond.

    So how are B2B brands like LinkedIn, SAP, and others finding marketing wins during a time of uncertainty? One way is through understanding which voices are most influential to their customers and then partnering with those influencers to collaborate on content used for thought leadership, brand engagement and lead generation.

    Based on research of hundreds of B2B marketers, several best practices have emerged to optimize content with influence. The most successful B2B influencer marketing programs share certain characteristics including:

    • Engaging in ongoing (Always-On) influencer marketing vs. periodic campaigns
    • Rely on industry experts and analysts vs. purely social influencers
    • Use blogs as content publishing platforms
    • Use software to identify and qualify influencers vs. gut feel
    • Create interactive content with influencers
    • Have a centralized influencer marketing program
    • Have a documented influencer marketing strategy

    But what can B2B brands expect from influencers? Everything from increased social reach to improved credibility of brand content to increases in leads in sales.

    Working with the right influencers, you build credibility with the audience you are trying to reach. influencers can help you deliver content that solves problems, educates and inspires your intended audience. The biggest benefit is the engagement, how you can work with your influencers to create meaningful engagement that leads to the right outcomes for your brand.
    Amisha Gandhi, VP Influencer Marketing and Communications at SAP

    B2B Influence in Action:

    When the pandemic swept through the world in 2020, identified an opportunity to help support teams that had gone from working in-office to working remotely. To help position itself as a valuable resource for remote teams, partnered with TopRank Marketing to develop an influencer marketing program featuring remote work experts that could reach and engage teams facing remote work challenges more effectively than the brand on its own.

    By engaging influencers with audiences hungry for information about remote work best practices, the influencer program added value to the target audience and increased awareness of’s solutions.

    • 1,790% above goal social reach from influencer shares
    • 300k organic brand social impressions from influences
    • Nearly 3k video views of a livestream featuring 2 influencers during the first week

    Learn more about’s best practices approach to working with B2B influencers in this case study.

    Engaging influencers creates a competitive advantage for B2B brands.

    Influencers’ industry expertise lends credibility that results in convincing and converting your target audience.
    Rani Mani, Head of Employee Advocacy at Adobe

    Our research supports Rani’s insight with 77% of marketers saying their prospective customers rely on advice from industry experts.

    What B2B marketers can do to take advantage of the influence opportunity is to decide what topics the brand wants to be known for that customers are seeking. Using topics of influence, a content marketing program can be developed that incorporates industry experts that are influential about those same topics.

    Collaborating on content of mutual value provides influencers an incentive to help share that content with potential customers that are likely ignoring ads and formal brand marketing. As B2B brands continue to engage influencers, benefits include content for demand and lead gen as well as relationships with trusted voices that can organically advocate for the brand.

    For many B2B marketers, the challenges of this past year have forced an even greater focus on marketing that is more in line with how buyers are discovering, engaging and acting on digital information. These challenges have also put a greater emphasis on marketing strategies that create a true return and impact on the business. Engaging with relevant, trusted influencers provides an opportunity to do both.

    B2B Influencer Marketing Report Preview
    Learn more about B2B influencer marketing best practices from the most successful B2B brands by getting your copy of the State of B2B Influencer Marketing Research Report.