Alright, let’s get real—people in the business world aren’t just robots buying stuff for the heck of it. They’re real humans. Like, one might be a dad who plays cricket on weekends, another might be binging true-crime podcasts. And guess what? They research what to buy just like the rest of us. That’s where B2B influencer marketing comes in clutch.
Yeah, influencer marketing isn’t just for trendy skincare brands or those viral TikTok food hacks. It’s way bigger than that. It’s been a total game-changer for B2C, but now it’s time for B2B brands to hop on the influencer hype train.
Let’s break down why B2B influencer marketing is about to be your new secret weapon. We’ll hit you with some major benefits, show you examples that actually work, and help you start flexing your strategy.
What is B2B Influencer Marketing?
So, you probably think influencers are just for getting people to buy things on Instagram, right? Nope. B2B influencer marketing is about teaming up with experts or big names in your industry to show off your brand. They bring credibility and their followers get to know your product.
This ain’t just some B2C thing either. While B2C influencer marketing usually focuses on getting those sales numbers up ASAP, B2B influencer marketing is all about building brand awareness and earning trust. You might not see the results right away, but trust us—it’s powerful.
Why B2B Influencer Marketing Works
Alright, here’s why this marketing style is the GOAT for B2B brands:
You Get to Expand Your Brand’s Reach
Ever feel like your content isn’t hitting the right people? That’s where influencers come in to save the day. People trust third-party recommendations more than direct brand ads—1.4x more, to be exact, according to Gartner. Working with influencers lets you tap into new audiences that didn’t even know your brand existed. That’s a win.
It Pumps Up Engagement
Let’s be real: most people aren’t waiting on the edge of their seats for your next brand post. But influencers? Their fans love them and can’t get enough of their content. This leads to way more engagement, and more engagement means better visibility in those tricky social algorithms. It’s like getting boosted into the spotlight.
Boosts Trust & Loyalty
Partnering with the right influencer isn’t just about getting more eyes on your stuff. It’s about building trust. Fans love influencers because they keep it real. When they shout out your product, people believe it’s legit, and that kind of trust is money in the bank for your brand.
3 B2B Influencer Marketing Examples You Gotta Check Out
Let’s see this in action with some B2B influencer marketing moves that actually worked:
1. Flock Freight’s “Define Your Load” Campaign
You’ve got to love this one. Flock Freight teamed up with Steve Burns (yeah, the OG from Blue’s Clues) for a campaign that made complex supply chain lingo super fun. It was a mix of humour and education, which earned them a Cannes Lion award.
Takeaway: You don’t need to stick to industry insiders. You can totally use well-known figures outside your niche if you make the connection meaningful.
2. Monday.com & Janell Roberts
Monday.com got super smart by teaming up with Janell Roberts, a young entrepreneur, to show off how their platform makes running a business easier. She casually runs through her tasks in a day, using Monday.com to stay organized, and it’s so real.
Takeaway: Make it product-forward but still relatable. Show how your product solves a real problem for the influencer.
3. Shopify & Ali Abdaal
If I Started a Business Again Today, I’d Do This
Shopify knew what they were doing when they got Ali Abdaal, a popular YouTuber and ex-doctor, to talk about using their platform. He shouted out how Shopify helped him build his biz, and it was a perfect fit for his audience, mostly creators and entrepreneurs.
Takeaway: Don’t be afraid to be transparent about partnerships. Audiences already know the deal, and being upfront actually builds more trust.
How to Get Your B2B Influencer Marketing Strategy Poppin’
Here’s how you can start using B2B influencer marketing to level up your brand. If you’d like to know more about our Influencer Marketing Services, do connect with us.
1. Match Your Influencer Marketing Goals with Your Business Goals
Don’t just do influencer marketing because it’s trending. Make sure it aligns with your bigger business goals. Wanna get into new markets? Launch a new product? Fill in the gaps against competitors? Whatever it is, know your goals before you start sliding into DMs.
2. Look for Influencer Content That Works in Your Industry
Find out how other brands in your niche are doing it. Check out what works for them (and what totally flopped). This gives you a head start on how to craft your own strategy. You can use social listening tools to track down ads and influencer posts without getting lost in your feed.
3. Focus on What Your Audience Already Loves
Don’t forget to check your own data. What content already bangs with your audience? Use that to guide your creative ideas. Social media analytics tools can help you track down what types of posts your followers love most.
4. Craft a Clear Creative Brief
After all that research, it’s time to lock in your creative brief. Make sure you’re giving your influencer all the meets they need, without micromanaging their vibe. Give them room to be creative, but stay clear about your message.
5. Set a Budget and Plan for the Long Haul
Influencer marketing isn’t cheap, and managing those relationships takes effort. Make sure you know what budget you’re working with and how long you want to run your campaign. Also, make sure someone’s got the time to manage this collabs and keep them going smoothly.
Get in the Game with B2B Influencer Marketing
At the end of the day, people are the ones buying your products, not companies. If you wanna build a loyal customer base and stand out, B2B influencer marketing is where it’s at. It’s time to stop playing it safe and start collaborating with the people who already have the audience you’re trying to reach.
We at Third Eye Blind Productions have a lot of expertise when it comes to handling creators as well as brands and we have pioneered this space for over 10 years now. You should check out our Influencer Marketing Services to connect with us if you’d like to grow, whether you are a brand or a creator. We are there on every step!
