B2B influencer marketing is leveling up, and this session at RevCon gave us the real playbook on how brands can make it work. From getting started to building real relationships and tracking what matters, three experts — Brianna Doe, Sarah Adam, and Katie Penner — broke down the tactics that actually get results. No fluff—just practical tips you can use right now to kickstart or scale your influencer strategy.
1. Why B2B Influencer Marketing Matters
Influencer marketing isn’t new, but its application in B2B is becoming increasingly important. As Sarah Adams highlighted, “Wherever there’s content, there’s paid content.” Companies are recognizing that leveraging trusted voices in their industry can be a powerful way to connect with audiences more authentically.
Key Points:
- Influencers help brands cut through the noise and establish credibility.
- Building relationships with thought leaders allows brands to stand out
- It’s not just about large platforms—niche communities and specific channels can be super effective too.
2. Starting Out: Research and Strategy
A crucial first step is diving into research to understand the landscape and your audience. Sarah described her approach at Wix when she began researching influencers: “I literally Googled ‘top web developers to follow’ and slowly started building a list.” From there, she explored different platforms—like Twitter, YouTube, and LinkedIn—to identify the most relevant influencers for their niche.
Actionable Tips:
- Begin with simple searches and identify influencers who are repeatedly mentioned in your niche.
- Focus on engagement metrics rather than follower counts—quality interactions matter more than numbers.
- Experiment with platforms beyond LinkedIn; Twitter, YouTube, and TikTok can be effective depending on your target audience.
3. Aligning Goals and Influencer Partnerships
Before diving into campaigns, it’s essential to align your goals both internally and with the influencers you plan to work with. Brianna Doe stressed the importance of setting clear objectives: “Get really clear on your goals, and make sure there’s alignment across the team.” Whether it’s building awareness or driving leads, clarity is key for a successful campaign.
Things to Consider:
- Align with leadership and marketing teams to ensure consistent objectives.
- Communicate campaign goals clearly with influencers so both parties are on the same page.
- Consider whether your focus is awareness, lead generation, or another objective—tailor content and partnerships accordingly.
4. Selecting the Right Influencers
Choosing the right influencers is about more than just numbers. Katie Penner shared how Sendoso’s strategy emphasized quality over quantity: “Follower count is one thing, but engagement rate and audience relevance are what really matter.” Understanding who your audience trusts and engages with is crucial for effective influencer partnerships.
Selection Criteria:
- Look beyond follower count; evaluate engagement rates and audience relevance.
- Ask influencers for their analytics to get insights into who is interacting with their content.
- Consider building a network of micro-influencers within a connected community for greater impact.
5. Building Long-Term Relationships
Influencer marketing in B2B isn’t about quick, transactional deals. It’s about building long-term partnerships that provide mutual value. Katie shared Sendoso’s approach, where influencers were given more than just payment—they received product access, event invitations, and the opportunity to speak at conferences. This approach created genuine buy-in and deeper connections.
Building Relationships Effectively:
- Offer influencers access to your product to foster authentic content creation.
- Include them in events or panels to elevate their profiles and integrate them into your brand community.
- Look for ways to collaborate beyond sponsored posts—consider co-creating content like eBooks or webinars.
6. Creative Freedom: Trusting Influencers
One critical insight from the session was the value of trusting influencers to do what they do best. Sarah emphasized, “You’re working with influencers because they’re great at what they do. Give them the creative freedom to lead.” The idea is to let them create in their own style while ensuring alignment with your brand’s messaging and goals.
Best Practices:
- Provide clear briefs and set expectations but avoid micromanaging the creative process.
- Feedback should focus on factual accuracy and alignment, not on changing their unique style.
- Authenticity is key—allow influencers the flexibility to connect with their audiences in a way that feels natural.
7. Measuring Success: What Metrics Matter?
Measuring success in B2B influencer marketing is not one-size-fits-all. Sarah shared that at Wix, they track views, engagement rates, and sentiment on each piece of content but focus on month-over-month growth for a broader perspective. Instead of focusing only on short-term results, brands should aim for long-term impact.
Metrics to Track:
- Engagement rates (likes, shares, comments) and sentiment analysis for each post.
- Views and impressions as indicators of reach, but pair these with qualitative metrics.
- Monthly growth and broader impact assessments are more effective than focusing solely on individual campaigns.
8. Working with Lean Budgets: Creative Strategies
Startups and smaller companies can still make an impact with influencer marketing even with limited budgets. Jared pointed out that creativity is essential: “If you’re working with a smaller budget, you have to be willing to adjust your strategy.” Instead of competing with larger brands for top influencers, smaller companies can focus on building value-driven relationships.
Tips for Working with a Lean Budget:
- Identify micro-influencers or niche creators who align closely with your brand.
- Offer value beyond monetary compensation, such as access to products, networking opportunities, or event invitations.
- Leverage in-house expertise and co-create content to establish long-term partnerships.
9. Key Takeaways from the Session
- Research First: Know where your audience lives and who they trust before engaging influencers.
- Align Objectives: Set clear, measurable goals internally and with influencers to ensure successful campaigns.
- Focus on Quality: Engagement and relevance are more important than follower count when selecting influencers.
- Long-Term Strategy: Build lasting relationships that go beyond one-off posts for deeper impact.
- Stay Flexible: Test different platforms, formats, and approaches to discover what works best for your brand.
By focusing on building authentic relationships, trusting influencers creatively, and setting clear objectives, brands can build successful and sustainable influencer programs. Make sure to join our upcoming webinars on RevOps, sales and marketing!