- 74% of B2B marketers agree influencer marketing improves customer and prospect experiences, only 19% are running ongoing influencer marketing programs
- The 2020 State of B2B Influencer Marketing Report also includes case studies from SAP, LinkedIn, monday.com, and Cherwell Software
FOR IMMEDIATE RELEASE
[August 11, 2020], Minneapolis, MN — Award-winning B2B marketing agency TopRank Marketing released the world’s first B2B influencer marketing report, featuring insights from hundreds of B2B marketers including many of the top B2B brands, including Adobe, IBM, LinkedIn, SAP, AT&T Business, Dell Technologies, SAP Ariba, monday.com, MarketingProfs, and Arm Treasure Data.
Combining findings from survey research with insights from top B2B brand marketers, case studies and some of the most respected B2B influencers in the industry, the 2020 State of B2B Influencer Marketing Report presents direction and inspiration for industry best practices and recommendations in influencer marketing for the business world.
The report shows B2B marketers are optimistic about influencer marketing yet not confident about their ability to execute:
78% of B2B marketers believe prospects rely on advice from influencers
74% agree that influencer marketing improves customer and prospect experiences
63% agree that marketing would have better results if it included a B2B influencer marketing program
60% of marketers who use always-on influencer marketing programs are very successful versus 5% who do periodic campaigns
And yet:
Only 19% of B2B marketers are running ongoing influencer marketing programs
60% say they don’t have the knowledge to execute or have the right skills in-house to implement ongoing influencer marketing programs
Only half include a plan for influencer activation in their strategy
“Challenged by declining organic social reach, reduced brand trust and content attention deficit, many B2B marketers are turning to Influencer Marketing for improved credibility, connection and engagement,” said Lee Odden, co-founder and CEO of TopRank Marketing, “The 2020 State of B2B Influencer Marketing Report provides data informed strategies and best practices along with case studies and predictions for the future from the top brand B2B Influencer Marketing practitioners,” said Odden.
The TopRank Marketing 2020 State of B2B Influencer Marketing Report is available for free download here.
A complete list of report participants, including brands and B2B marketing experts is available here.
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ABOUT TOPRANK MARKETING:
TopRank® Marketing was established in 2001 and has earned a reputation as a first-choice digital marketing agency for enterprise and midsize technology B2B brands. Our mission is to create meaningful content experiences that inspire action. We believe our team of smart, creative and results focused professionals are masters at planning, implementing and optimizing marketing programs.
MEDIA CONTACT:
Sarah Evans
Sevans Digital PR
sarah@sevanspr.com
224-829-8820