How to Find the Right B2B Influencer Mix to Succeed in 2024

Influencers elevate B2B marketing by connecting brands with key audiences in a meaningful and authentic way. This relationship leverages the trust and respect influencers have cultivated to turn potential customers into engaged brand advocates.

Success, however, is not guaranteed. Our own research found that of the 85% of B2B brands using influencer marketing, only 34% describe their B2B influencer marketing strategy as “extremely effective.” And 53% named identifying, qualifying and engaging with ideal influencers as their greatest challenge.

The cornerstone of an effective B2B influencer marketing strategy is assembling the ideal mix of influencers. This requires a strategic combination of reach, resonance, relevance and credibility within a balanced cross-section of influencer types.

Understanding the types of B2B influencers

Recognizing the different types of influencers will help you understand the different roles they can play in your strategy.

Each type of influencer brings unique strengths to the table. Your goal should be to identify and engage with the right mix that aligns with your brand’s objectives, audience preferences, and marketing goals.

Influencer attributes that make an impact

Choosing the right influencers for your B2B marketing strategy involves identifying those who can truly resonate with your audience and communicate your brand’s message.

Resonance: Engagement and persuasiveness

Resonance is key in influencer marketing. It’s not just about how many people influencers can reach, but how deeply they can connect with and influence their audience. Measuring resonance involves looking at engagement metrics like comments, shares, and the quality of interactions. Prioritize influencers who not only have a voice but can also persuade and inspire their audience in alignment with your brand’s values and objectives.

Relevance: Overlap in subject matter

Relevance is critical when selecting influencers for your B2B marketing campaigns. It’s about ensuring there’s a strong alignment between the influencer’s expertise and your brand’s niche. This alignment guarantees that the content shared is not only pertinent but also valuable to your audience.

To achieve this, strategically identify influencers who are authorities in areas directly related to your products or services. Analyze their content, audience demographics, and engagement to determine how well they align with your brand’s objectives. The right match will yield content that authentically serves your target audience, enhancing the overall impact of your influencer marketing efforts.

“Relevance is critical when selecting influencers for your B2B marketing campaigns. It’s about ensuring there’s a strong alignment between the influencer’s expertise and your brand’s niche.” — Theresa Meis of @TopRank Marketing
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Reach: Size of audience

The size of an influencer’s audience, or their reach, plays a significant role in amplifying your brand’s message. However, it’s important to balance reach with the relevance and resonance of the influencer. A large follower count doesn’t automatically translate to effective influencer marketing.

Evaluate how an influencer’s audience size aligns with your campaign goals. Consider the potential for broader exposure against the need for targeted, meaningful engagement. In essence, the ideal influencer should not only have a considerable reach but also an audience that is genuinely interested in your brand’s domain, ensuring that your message is heard by the right people.

Size of audience (44%) ranked behind relevance of audience (48%) among the most important qualities for successful brands when choosing an influencer. (2023 B2B Influencer Marketing Report)

Credibility: Trustworthiness and experience

An influencer’s ability to be trusted and respected by their audience, which often stems from their experience and expertise in a specific field, lends credibility to your brand.

When assessing potential influencers, examine their track record, the quality and consistency of their content, any notable professional credentials, and their reputation within the industry. An influencer with high credibility not only ensures that your message is taken seriously but also significantly elevates your brand’s integrity in the eyes of your audience.

Leveraging internal & executive influencers

Utilizing internal and executive influencers is a powerful yet often underutilized strategy in B2B influencer marketing.

These influencers are your own team members, from top executives to knowledgeable staff, who can authentically represent your brand’s values and vision. By tapping into this internal pool of influence, you can showcase your organization’s expertise and thought leadership from within.

Executive influencers, in particular, can play a pivotal role in shaping industry conversations, lending a level of authority and trust to your marketing efforts that is hard to replicate with external influencers.

Don’t overlook customers and prospects

Many of the brands that are more advanced in their B2B influencer marketing maturity are also incorporating customers and prospects into their influencer mix. It is not only a good way to build and strengthen key relationships, but can also create powerful resonance with the people you’re trying to reach.

Crafting the perfect B2B influencer mix

The following steps outline a strategic approach to building an effective B2B influencer marketing mix:

Maximize impact with a strategic influencer blend

Being strategic with your influencer blend requires not only identifying the distinct advantages each influencer type offers but also aligning these strengths with your specific brand goals and audience expectations.

When you are strategic with your B2B influencer mix, you’ll be able to forge genuine partnerships with influencers who drive collective growth.

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