6 Key Qualities to Consider When Choosing a B2B Influencer

Recent data indicates that approximately 90% of B2B purchasers favor content created by reliable B2B influencers instead of traditional sales pitches from brands. This finding, highlighted in a survey conducted by LinkedIn, reinforces the sentiment expressed by Demandbase’s CMO Kelly Hopping: “They’re more likely to trust insights from an individual than the Demandbase brand itself.”

So, who exactly is this influential individual? It’s important to recognize that B2B influencers play a distinct role compared to their B2C counterparts. In the realm of B2C, influencer selection often hinges on financial capability as much as it does on suitability. Brands are aware that figures like Kourtney Kardashian or Justin Bieber have extensive reach and can discern their audience demographics. However, it is reasonable to assume not every brand has the budget to engage with such high-profile individuals. Reality, therefore, must set expectations.

The B2B influencer landscape operates differently. Here, the goal is to collaborate with an influencer who can effectively connect with the specific, targeted audience that a B2B brand wishes to attract and convert. As Yolanda Zaw from LinkedIn notes, B2B influencers aren’t focused on entertaining with trendy social media challenges; they contribute valuable expertise and credibility instead. While platforms like G2 and TrustRadius aggregate opinions within the B2B tech sector, influencers lend a personal touch and credibility to their viewpoints.

Key Qualities to Consider. In her LinkedIn piece, Zaw identifies six essential characteristics that B2B influencers should possess, as recognized by 1,700 tech buyers situated in the U.K., U.S., and India:

1. Subject Matter Expertise (53%). It’s obvious that an impactful influencer must demonstrate a strong understanding of their subject matter.
2. Trustworthiness (52%). While this quality can be subjective, it often aligns closely with the first trait.
3. Network of Connections (52%). This attribute transcends mere follower counts; it reflects engagement with other experts in similar or relevant domains.
4. Diversity of Content (49%). This trait may seem counterintuitive. For example, if promoting customer data platforms (CDPs), does it matter if the influencer also discusses customer relationship management (CRM) software or artificial intelligence? Apparently, the audience thinks it does.
5. Engagement with Followers (44%). It’s not simply about having a broad reach; influencers need to actively interact and respond to their audience.
6. Authenticity (36%). While this may seem low for an essential trait, it could stem from the perception that influencers often receive compensation.

“It serves as a channel for authenticity,” remarked Demandbase’s Hopping. “It functions similarly to G2 or Peer Insights, acting as a third-party reviewer, even if influencers are compensated to some extent.”

Additional Insights. Further recommendations from Zaw highlight the importance of identifying “micro-influencers” within your field of interest. While big names like Gary Vaynerchuk or Seth Godin have significant sway, they may also come with a high price tag and might not focus tightly on the niche your B2B brand is targeting. Look out for subject-matter experts who might not primarily consider themselves influencers, such as analysts or speakers at industry conferences.

An additional avenue to explore is your own organization. Some executives may already be recognized influencers beyond just representing your brand. This applies to your customers as well.

Lastly, influencers tend to have the highest impact during the research and consideration stages of the buying process rather than during the discovery or purchasing phases. While the LinkedIn study emphasizes B2B technology transactions, its insights can be applicable to various B2B sectors.

Explore More: The Importance of Influencer Marketing in B2B