Does Influencer Marketing Work for B2B?

Influencer marketing has been around for longer than Instagram and Snapchat. In the 80s and 90s, we called it “celebrity endorsement.” But the social media age has put everyday people on center stage, giving them a voice and allowing them to attract loyal followers.

The business world took notice, and influencer marketing was born.

But influencer marketing isn’t just for B2C businesses selling the latest fashion trends. It can work for B2B marketers, too. An experienced B2B public relations agency will have the know-how and tools to craft a solid influencer marketing campaign that will reach decision-makers in your field.

Call Them Ambassadors

Many B2B businesses choose to call influencers by other names, most likely because of the term’s connection to B2C marketing. Those names could be brand ambassadors, thought leaders, or opinion leaders. But whatever you call them, influencers are effective for B2B marketing.

As trust in traditional advertising and media wanes, consumers and decision-makers at all levels are turning to recommendations of individuals they trust before they buy. Harvard Business Review says 90 percent of B2B buyers are influenced by peer recommendations, and 84 percent of them are starting the purchasing process with a referral.

Where to Find Them

B2B influencers, for the most part, aren’t found on Instagram. For that matter, they might not be on social media at all. Instead, try social media platforms like Twitter and LinkedIn, and expand your search to include bloggers, authors, and public speakers.

In addition, you might not have to initiate a fresh relationship with influencers. It’s possible they are already your customers or already talking about your product or service. Start looking for the people who are already talking about or reviewing your product. Chances are, they’d be willing for formalize the relationship and become an influencer.


Since influencer marketing is paid advertising, there are some legal factors to consider before taking the plunge for your B2B business. First off, make sure your influencers disclose the nature of the arrangement, acknowledging to their audience that they were paid for the content they publish for you.

In addition, since your influencers are likely professionals in the field, make sure that their relationship with you doesn’t constitute a conflict of interest.

Getting Help

The market is always changing, and in the digital age, it’s changing faster than ever. A B2B public relations agency like Ripley PR can help you navigate the trends and find the right strategy to get your message in front of the right decision-makers to increase leads and grow your business. To find out more, call (865) 977-1973 or contact us online.

Heather Ripley, Founder/CEO

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