B2B Influencer Marketing Survey Insights

One of the challenges facing B2B brands when it comes to influencer marketing is that there simply isn’t much data and information available to help guide marketers on how best to pursue campaigns and initiatives.

• How much should B2B influencers be paid?
• What kinds of work and creative can they produce?
• Which social networks are they finding success on?
• How are they measuring their impact for brands?

And the list goes on.

There are some great tools and programs, and older research, that helps in these areas, but for most influencer marketing managers, a lot of our answers to these and other questions still boils down to experience.

To help mitigate that, I surveyed hundreds of B2B influencers and have crafted a report that will help inform you how to proceed with influencers in your B2B marketing.

Key B2B Influencer Marketing Findings

The majority of B2B influencers have been active for four years or less: Nearly 60% of respondents identified as new or relatively new to the industry, suggesting that influencer marketing in the B2B space is a relatively recent phenomenon.

Sponsored content and commissioned campaigns are the most popular monetization strategies: Two-thirds of influencers reported using sponsored content to monetize their influence, while nearly 63% reported using commissioned campaigns. In contrast, affiliate commissions were the least popular method, with just 30% of influencers using this strategy.

Social media is the top source of new leads and clients for B2B influencers: Over 80% of respondents reported that they found new clients and leads through social media, with Facebook and Instagram being the most popular channels. In contrast, search engine traffic was the least popular source of new business.

B2B influencers tend to charge between $1,000 and $10,000 per brand sponsorship: The majority of influencers charge between $1,000 and $10,000 per brand sponsorship, with approximately half of those charging more than $2,500.

Sales are the top metric for measuring the impact of influencer marketing: Over half of influencers surveyed reported that they measured the impact of their activities in terms of sales, while customer satisfaction, quality of content, revenue, and conversations were also commonly used metrics.

Live content is the most effective for driving engagement: The majority of influencers found that live content, such as webinars and live video, was the most effective for engaging their audience.

What The B2B Influencer Marketing Report Covers

1. B2B Influencer Profile
   • Length of time as an influencer
   • Audience size / Influencer tier
   • Preferred types of work
   • Kinds of work done
2. Sponsorship Rates & Brand Partnerships
   • Revenue generated
   • Brand sponsorship rates
   • Number of brands worked with
   • Primary source for partnerships
3. Social Media & Content Types
   • Primary channel of influence
   • Planned increase in activity
   • Preferred social media platform
   • Most effective content types
4. Impact Measurement
   • How to measure impact
   • Implications for businesses and influencers
   • Suggestions for further research

With key insights from Andrew Davis, Timothy Hughes and Carla Johnson, this report will help you and your brand influencer marketing tremendously.

⬇️ Download your free copy of the report here – no email required.