Influencers Are Emerging in B2B: A New Paradigm in Marketing
This article was based on the interview with Chris Savage from Wistia by Greg Kihlström, Marketing Technology keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
In recent years, the landscape of marketing has undergone a profound transformation, particularly in the realm of Business-to-Business (B2B) interactions. Traditionally dominated by formal channels and corporate messaging, B2B marketing is now witnessing the emergence of influencers as pivotal players in shaping brand perceptions and driving purchasing decisions. This shift towards trusting individuals over brands reflects a more connected and discerning consumer base that values authenticity, relatability, and genuine connections.
Historically, consumers relied heavily on word-of-mouth recommendations from friends and acquaintances when making purchasing decisions. In the B2C space, this trust was often extended to influencers—individuals who, through their online presence, have cultivated a following based on their expertise, lifestyle, or charisma. The podcast discussion highlights how this trend has permeated B2B marketing, albeit at a slower pace. The challenge lies in the niche nature of B2B topics, which often require specialized knowledge and insights that differ significantly from the broader, more accessible themes prevalent in B2C marketing.
As the podcast notes, the rise of an “internet-first culture” has democratized content creation and distribution, enabling anyone with expertise to share their insights and build a following. This shift has created a new breed of influencers in the B2B space who focus on helping others grow in their careers and navigate their professional landscapes. These influencers are not just promoting products or services; they are sharing valuable knowledge, experiences, and lessons learned from their own professional journeys. This form of content—often referred to as “building in the open”—is particularly resonant in the B2B context, where decision-makers seek actionable insights that can directly impact their work and organizations.
Moreover, the podcast emphasizes the significant financial implications of B2B purchases, which often involve much larger sums than typical consumer purchases. This reality underscores the importance of trust in the B2B space, where decisions can range from $50,000 software investments to $200,000 manufacturing choices. Influencers who can authentically engage with their audiences and provide valuable insights into these high-stakes decisions are well-positioned to influence purchasing behaviors.
However, the emergence of influencers in B2B marketing is not without its challenges. The niche nature of many B2B sectors may complicate visibility and engagement, as algorithms often favor broader topics with wider appeal. Yet, as the podcast suggests, there is a growing appetite for discussions around work-related topics on social media, indicating that professionals are eager to engage with content that resonates with their experiences and challenges. This presents an opportunity for brands to collaborate with influencers who can bridge the gap between their offerings and the specific needs of their target audiences.
To thrive in this evolving landscape, companies must adapt their marketing strategies to prioritize genuine connections with their audiences. This involves leveraging influencers who resonate with their target demographic, fostering community engagement, and maintaining transparency in their messaging. By doing so, brands can build the credibility necessary to navigate the complexities of B2B marketing in an age where trust in individuals is paramount.
Ultimately, the future of marketing lies in the ability to trust individuals—not just brands. As influencers continue to emerge as key players in the B2B space, companies that embrace this paradigm shift will find themselves better equipped to connect with their audiences, drive meaningful engagement, and ultimately achieve their business objectives. In a world where authenticity reigns supreme, the integration of influencers into B2B marketing strategies represents not just a trend, but a fundamental evolution in how brands communicate and build relationships in the digital age.ew landscape. Ultimately, the future of marketing lies in the ability to trust individuals—not just brands.
