What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in 2024 and beyond?
With the recent launch of our all-new 39-page 2023 B2B Influencer Marketing Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology executives.
As marketers are asked to do more with less and prove return on investment (ROI), the popularity of influencer marketing has risen, as 94 percent of marketers have said that influencer marketing is a successful strategy for B2B, with greater numbers of B2B marketers increasing their level of influencer marketing maturity and sophistication and shifting even more towards always-on, relationship-based influencer communities.
The benefits of having an influencer marketing strategy in place have expanded — as our new report shows — with 61 percent of B2B marketers at organizations extensively using influencer marketing having seen increased sales revenue, 58 percent improved brand reputation, 47 percent improved brand advocacy, and the same percentage achieving improved retention rates.
Let’s jump right in and take a look at the future of B2B influence from 12 top subject matter experts.
12+ B2B Influencer Marketing Predictions From Top Experts & Influencers
Paul Dobson
Head of Digital Services
Cloud Software Group
@svengelsk
In near terms, budget constraints will push influencer content further down the sales funnel, requiring proof of its impact on sales. Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.
“Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.” — Paul Dobson @svengelsk
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Ursula Ringham
Head of Global Influencer Marketing
SAP
@UrsulaRingham
Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions. No one wants to buy from an AI that hasn’t done the work or used the product.
“Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions.” — Ursula Ringham @UrsulaRingham
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Debbie Friez
Associate Director, Influencer and Social Media
TopRank Marketing
@dfriez
We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year. As measurement techniques refine, the true business impact of genuine relationships will come to the forefront, underscoring the value of trust and credibility in every partnership.
“We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year.” — Debbie Friez @dfriez
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Ryan Bares
Global Social Influencer Marketing Manager
IBM
@RyanBares
AI will revolutionize B2B influencer marketing by enhancing influencer discovery, vetting, and collaboration. Expect platforms to integrate AI for content optimization, predictive analytics, and compliance, elevating campaign strategies.
“AI will revolutionize B2B influencer marketing by enhancing influencer discovery, vetting, and collaboration.” — Ryan Bares @RyanBares
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Pam Didner
Vice President
Relentless Pursuit
@PamDidner
Short-form video continues to be a major player in the realm of influencer marketing. I think we will also continue to see brands evaluating their influencer portfolio based on gender, age, and ethnicity to reach a broader audience.
“Short-form video continues to be a major player in the realm of influencer marketing. We will also continue to see brands evaluating their influencer portfolio based on gender, age, and ethnicity.” — Pam Didner @PamDidner
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Janine Wegner
Integrated Thought Leadership Strategy
Dell Technologies
@JanineWegner
In the upcoming year, AI, especially generative AI, will dominate, promoting global experts to influencer status. Enhanced translation and creative tools empower diverse voices worldwide, enriching perspectives and championing inclusivity.
“In the upcoming year, AI, especially generative AI, will dominate, promoting global experts to influencer status.” — Janine Wegner @JanineWegner
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Justin Levy
Senior Director, Influencer Marketing & Head of Community
Demandbase
@JustinLevy
By 2024, B2B companies will create distinct influencer roles, separating from standard social media tasks. LinkedIn will face increased API access demands, especially as other platforms limit data. Influencer campaigns will need to demonstrate direct contributions to sales, beyond just raising brand awareness.
“By 2024, B2B companies will create distinct influencer roles, separating from standard social media tasks. Influencer campaigns will need to demonstrate direct contributions to sales, beyond just raising brand awareness.” — @JustinLevy
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Theodora Lau
Founder
Unconventional Ventures
@psb_dc
This space will continue to evolve and thrive. With in-person events returning in full force, there are more things that KOLs can partner with brands on — making the engagement more interesting and engaging, and providing more channels to connect than ever.
“With in-person events returning in full force, there are more things that KOLs can partner with brands on — making the engagement more interesting and engaging, and providing more channels to connect than ever.” — Theodora Lau @psb_dc
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Amy Higgins
Owner
Amy Higgins Consulting
@AmywHiggins
The leaders in the space are finding creators who have clear points of view and add to the brand’s story. We are going to continue to see more co-marketing efforts between brands and between brands and influencers.
“The leaders in the space are finding creators who have clear points of view and add to the brand’s story. We are going to continue to see more co-marketing efforts between brands and between brands and influencers.” — @AmywHiggins
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Jay Acunzo
Co-Founder
Creator Kitchen
@JayAcunzo
In 2024, the creator economy will redefine B2B marketing. As traditional B2B reach wanes, genuine creator voices gain traction. B2B brands will prioritize partnerships with these impactful creators and cultivate such talent in-house.
“In 2024, the creator economy will redefine B2B marketing. As traditional B2B reach wanes, genuine creator voices gain traction. B2B brands will prioritize partnerships with these impactful creators.” — @JayAcunzo
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Casey Borrero
Influencer Marketing Strategist
TopRank Marketing
Influencer marketing is expected to undergo a transformation through the implementation of data-driven strategies. The process of selecting influencers will heavily depend on the utilization of sophisticated analytics tools to assess the effectiveness of campaigns and make informed decisions based on data. This methodology will enhance strategies and achieve maximum ROI.
“Influencer marketing is expected to undergo a transformation through the implementation of data-driven strategies.” — Casey Borrero of @TopRank Marketing
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Christopher S. Penn
Chief Data Scientist
Trust Insights
@cspenn
B2B influencer marketing in 2024 confronts a data gap due to platform fragmentation. Direct customer surveys, community monitoring, and adaptive strategies will be vital to gauge influencer impact in this evolving landscape.
“B2B influencer marketing in 2024 confronts a data gap due to platform fragmentation. Direct customer surveys, community monitoring, and adaptive strategies will be vital to gauge influencer impact.” — Christopher S. Penn @cspenn
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Learn More About The Future of B2B Influencer Marketing
As these insightful predictions from Paul, Ursula, Debbie, Ryan, Pam, Janine, Justin, Theodora, Amy, Jay, Christopher and Casey show, the future of B2B influencer marketing is a bright one indeed.
We offer many thanks to each for sharing their helpful insight on what the future holds for successful B2B influencer marketing.
There is much more to learn in our comprehensive new 2023 B2B Influencer Marketing Report, and industry media coverage about the insights it contains has begun in earnest, including MediaPost’s “B2B Galvanizers: Influencer Marketing Takes Hold In Business-to-Business,” MarketingProfs’ “What Makes B2B Influencer Marketing Programs Successful,” Financial Promoter’s “B2B Influencer Marketing Drives Revenue,” Hotwire Global Communications’ “The Drop on Influencer Marketing as a Service,” and LinkedIn’s* “This Week in Marketing: B2B as a Specialization.”
You’ll find much more about the future of B2B influencer marketing and its power in building relationships, creating influencer communities and more in our all-new 2023 B2B Influencer Marketing Report. It’s 39 pages are rich with survey insights, case studies from B2B brands, a list of 25 top influencer marketing practitioners from major B2B brands, and much more.
* LinkedIn is a TopRank Marketing client.
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