5 tips for using influencers in your B2B marketing

When you think of influencers, you probably think of Instagram models, TikTok corn videos, and emotionally driven and consumer-focused content. The world of B2B influencers is very different, and it can be complex to navigate when thinking about the problems your clients are trying to solve and the solutions they’re trying to sell.

Ultimately, the key to unlocking and creating an impactful influencer program is to take a B2Human approach.  Business decision-makers are people and want to be treated as such, especially when we’re meeting them where they live — on social media. Business leaders are also consumers, and consumers are business leaders. Reconciling this duality opens up the opportunity to humanize your brand and reinforce an authentic connection with your audiences. 

With 2023 on the horizon, we see a maturity in the B2B  influencer space, one that will continue to evolve and grow.  Here are a few trends we expect to see: