The importance of relationships in marketing has never been more pronounced, particularly in the realm of B2B marketing and the relationship with B2B influencers. Unlike B2C, returns in B2B marketing are often dependent on the establishment and cultivation of longer-term relationships. Understanding this has become essential for B2B growth, success and brand credibility.
There are many discussions today about how businesses are beginning to adopt the concept of influencer marketing, a concept that has almost inherently been a part of B2C marketing, largely driven by paid endorsements and direct product promotions. However, as B2B influencers began to emerge, the need to adapt to a more relationship-driven approach became more apparent. Why? Because let’s face it. B2C is more cosmetic. “I have something you want, and here’s what it will cost you”. B2B, on the other hand, is built on trust, credibility, and shared values. “I believe you could benefit from what I am promoting, and here’s why. I would be happy to organise a demonstration at your convenience, and you can decide for yourself”.
The difference is stark. B2B marketers have long known that B2B relationships are not about simply exchanging cash for goods; it’s about seeking a deeper understanding of their customers’ market and business. That desire to dig deeper is now extending to the role of understanding and developing influencers’ roles within their respective industries and the value they deliver to their audience. This can often be within a framework of micro-influence, where their impact is felt within a very specific niche rather than a broad consumer base. That’s why B2B outreach strategies to influencers are so highly focused on building long-term rapport and meaningful connections rather than a one-and-done approach.
What many early B2B marketing adopters have discovered is that B2B influencers are likely to be driven by the desire to share knowledge, contribute to their field of interest, and engage with like-minded professionals rather than just an exchange of cash for influence (and coverage thereof). Therefore, companies that want to reach influencers and win them over should focus on providing value to those influencers through collaboration, shared insights, and opportunities for development. Creating forums for dialogue, such as webinars, industry conferences, or collaborative content businesses, can be good ways to position themselves as valuable and directly engaged influencer partners rather than dissociated sponsors.
Moreover, a good B2B marketer emphasises the importance of leveraging technology to enhance relationships. Digital tools designed to facilitate influencer engagement can enable companies to identify and connect with relevant influencers far more efficiently. There are now platforms for the recruitment and management of influencers that can help B2B marketing businesses understand their clients’ influencer portfolio and tailor strategies in a way that will resonate with their shared sense of value. This technological integration is the bedrock of a more organised and strategic approach to influencer marketing.
Ultimately, the success of B2B influencer marketing rests in the ability to establish, build and nurture business relationships that transcend purely transactional exchanges. Businesses must embrace a structured approach to marketing that prioritises near- and long-term relationship-building. By encouraging and supporting genuine connections with influencers, companies can greatly improve their chances of success.
