B2B Marketers Turn To Paid Influencers
B2B marketers are using paid influencers to reach specialized audiences, according to MarTech. This strategy offers access to trusted industry voices.
Original reporting · martech.org
Original: “Why B2B marketers are turning to paid influencers”
Read “Why B2B marketers are turning to paid influencers” at MarTech →
How this was written. Awesome B2B wrote this article with a language model from MarTech’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from MarTech’s report
- B2B marketers are using paid influencers to reach specialized audiences.
- B2B influencers can earn revenue through brand partnerships, writing books, and developing online courses.
- B2B marketers value trust and credibility in creators, as well as relevance to their target audience.
B2B marketers are turning to paid influencers to promote their products and services, MarTech reported. Paid influencers are making their mark in B2B industries like logistics and technology.
Creators like Sarah Barnes-Humphrey and Evan Kirstel are using podcasts, live shows, and blogging to promote the supply chain and tech industries. They have large followings and are considered trusted industry voices.
B2B talent representatives, such as Patrick Zielinski of The Drive Agency, are helping influencers find new gigs and manage the process. Zielinski looks for businesspeople who are determined to take their influence to the next level.
Revenue sources for B2B influencers include brand partnerships, writing books, publishing newsletters, and developing online courses. Agents typically take a commission of 10% to 20%.
Case studies, such as that of Megan Lieu, show how influencers can build a business by sharing their professional journey and career advice on social media. Lieu credits The Drive Agency with developing and negotiating valuable brand deals for her.
New research from Ascend2 and Top Rank Marketing shows that influencer marketing is growing and changing rapidly in B2B. The most valued qualities in a creator are trust and credibility, followed by relevance to the target audience and subject matter expertise.
B2B marketers are actively pursuing influencer marketing programs, with 83% currently doing so. The use of AI search visibility is also becoming increasingly important.
Questions and answers
What are B2B influencers?
B2B influencers are creators who promote products and services in B2B industries like logistics and technology.
How do B2B influencers earn revenue?
B2B influencers can earn revenue through brand partnerships, writing books, publishing newsletters, and developing online courses.
What qualities do B2B marketers value in creators?
B2B marketers value trust and credibility in creators, as well as relevance to their target audience and subject matter expertise.
