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B2B Influencer Marketing in 2022: Seven Key Lessons from Recent Research

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Influencer marketing is increasingly popular in the B2B space, for the simple reason that buyers trust experts more than ads. But many B2B marketers are approaching it in the wrong ways, missing the mark with both the influencers and their audiences. A new report offers a wealth of guidance for doing B2B influencer marketing better.

The current state and future of B2B influencer marketing - research report from OnalyticaFor example: Always-on influencer campaigns are more effective than one-off efforts. Budget isn’t the most important factor (unlike the B2C world). Marketers are frequently out of alignment in what they ask influencers to do versus what influencers enjoy doing.

Those are just a few of the key findings from The Current State & Future of B2B Influencer Marketing, a new report from Onalytica. The full 39-page report is well worth downloading, but here are seven key insights and takeaways from the research for B2B marketers.

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B2B vs. B2C Influencer Marketing: The Single Biggest Difference

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B2C and B2B influencer marketing are similar in some ways, and not so much in others. But there is one very large difference between them.

More generally speaking, the similarities and differences between B2B and B2C marketing overall were detailed previously in B2B vs. B2C Marketing: Four Myths, Six Differences, and One Key Similarity.

B2B vs B2C influencer marketing

Image credit: Product School on Unsplash

Tactically, there’s a fair amount of crossover. Best practices in SEO, for example, apply to pretty much any website, though ecommerce sites rely more on schema markup while B2B sites rely on thought leadership.

Both disciplines make heavy use of social media. B2B marketers focus on LinkedIn; B2C marketers make more use of platforms like Pinterest and TikTok. Both use Facebook and YouTube. Instagram is primarily relied on for consumer marketing, though B2B marketers are beginning to embrace it.

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The State of B2B Influencer Marketing [Research]

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Nearly four out of five B2B marketers believe influencer marketing will grow in importance in the next year. But only half integrate their influencer marketing efforts with their SEO programs, or use influencer marketing tools to identify industry influencers.

Those are among the findings in the 2020 State of B2B Influencer Marketing Research Report, just published by the team at TopRank Marketing.

The state of B2B influencer marketing - research“Over the past five years, many marketers have realized that partnering with trusted industry experts to co-create content provides the king of marketing experience that drives engagement, brand credibility, and marketing performance,” writes Lee Odden, TopRank CEO.

That’s unquestionably true, as marketers who’ve embraced best practices in B2B influencer marketing have achieved remarkable results in terms of increased website traffic, online visibility, and brand awareness.

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Best Practices for Buyer Personas, Influencer Marketing, and Demand Generation in 2020: Key Takeaways from the Digital Branding Summit

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Grabbing the attention of today’s busier-than-ever business buyers requires new thinking and new approaches. The good news? By using this guidance from three of the top minds in B2B marketing, you can do it.

Digital Branding Summit 2020 - key takeawaysAt the recent Digital Branding Summit 2020, more than 50 top marketing professionals shared their latest insights in presentations and panel discussions. It would be difficult to share all of the key takeaways shared in hundreds of pages, much less hundreds of words.

But here are a number of the most useful, actionable ideas shared in three critical areas.
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12 Lessons I’ve Learned from Writing 1,000 Blog Posts

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Revised February 17, 2017

After writing 60+ additional blog posts since October, I find these lessons even more important today than back then. 

In Taekwondo, students are taught they must perform each kick at least 1,000 times before they can safely say they have learned the kick perfectly.

I’m not sure I craft “perfect” blog posts even after writing 1,000 of them—but I’ve certainly learned a few things.

lessons learned from writing 1000 blog posts(For the record: I wrote 440 posts on the Blogger-based WebMarketCentral blog between 2005 and 2010, and have now published 560 posts here on Webbiquity. Hence, 440+560=1,000. It’s true there have been guest posts published here, but those have been balanced out by posts I’ve written for other blogs.)

Here are a dozen things I’ve learned and observations I’ve drawn from writing 1,000 blog posts.
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