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.
For 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.