The digitization of B2B operations has brought about a transformation in marketing strategies, highlighting the growing influence of B2B influencers. As the B2B landscape transitions under the influence of consumerization, marketing techniques found in the B2C realm are increasingly finding their space in the B2B world.
The ongoing digitization of the B2B ecosystem and the development of digital B2B marketplaces have cultivated an environment conducive for the growth of B2B influencers. These influencers, unlike general social media influencers, must be specifically tailored to suit industry needs with clear value propositions. They can potentially provide a significant return on investment (ROI) in comparison to traditional strategies, making them an integral part of B2B growth campaigns.
While the focus of B2C marketing is often on lifestyle and emotional appeal, effective B2B marketing emphasizes expertise, credibility, and the delivery of tangible business outcomes to gain trust and reliability. Sujatha Mamidibathula, the head of SMB at TikTok, advises focusing on community building rather than virality.
B2B influencer marketing should prioritize informational content, detailing product features, performance, and solutions to business challenges. By understanding the specific problems faced by businesses, influencers can provide valuable insights that help businesses enhance their offerings and cater more specifically to their B2B clientele.
In the B2B world, transactions involve complex decision cycles with multiple departments and stakeholders involved. Decisions are primarily based on aspects such as cost-effectiveness, ROI, and business needs. But with the increasing influence of behavioral norms, digital experiences across the B2B customer journey need to be personalized and relevant to deliver expected results.
Through initiatives like ‘gentle disruption’, as described by Vivin Hegde, co-founder and managing partner for North America at Zacua Ventures, influencers are inspiring businesses to embrace digital transformations and explore optimized workflows and processes in conjunction with potential subject matter experts.
B2B influencers can also offer valuable assistance in regulated sectors such as finance. They have the necessary expertise to guide businesses through complex regulatory landscapes and ensure compliance with relevant laws and standards. As put forth by Anu Somani, senior vice president and head of global payables and embedded payments at U.S. Bank Global Treasury Management, the ongoing innovation in the consumer environment will inevitably move into the B2B world.
Source: [As B2B Operations Digitize, So Does Marketing]](https://www.pymnts.com/news/b2b-payments/2024/as-b2b-operations-digitize-marketing-does-too-enter-the-b2b-influencer/)
