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12 Expert B2B Influencer Marketing Predictions for 2021

November 19, 2020

By Lane Ellis

Meeting table with people's hands working on predictions image.

Meeting table with people's hands working on predictions image.

What will B2B influencer marketing look like in 2021, and where will it take B2B marketers and brands when a post-pandemic world eventually arrives?

To help answer these questions we’ve gathered top B2B influencer marketing insights from both industry experts and our own team, and present our look at their predictions for 2021.

Let’s jump right in and see how top B2B influencer marketing practitioners expect 2021 to change the way we do business, and why it will likely be a breakout year for building influence.

1 — Anti-Marketing and The Real vs. The Ideal

Ann Boyd
Ann Boyd
Vice President of Communications, Rubrik

My prediction is that we’re moving into an anti-marketing, influencer marketing world. No one has time for the deluge of commercial content coming their way these days on every platform. The pendulum has swung to where the obviously-solicited and carefully-curated feedback is flooding our inboxes and social feeds.

The trick is finding authentic advocates and keeping the content short, sweet, timely, and targeted! 2021 is going to be all about the real vs. the ideal.

[bctt tweet=”“The trick is finding authentic advocates and keeping the content short, sweet, timely, and targeted! 2021 is going to be all about the real vs. the ideal.” — Ann Boyd @annb” username=”toprank”]

2 —Ethos, Relatability, Affinity and True Partnerships

Ann-Handley
Ann Handley
Chief Content Officer, MarketingProfs

I have 3 predictions for 2021:

1. A long-term approach to influencer marketing growth is the Miracle-Gro B2B brands need. Influencer relationships have increasingly been about building long-term partnerships — not short-term, one-off collaborations. This has been evolving for a while… but in 2021 it’s critical. One-offs are choked off so true partnerships can thrive.

2. Purpose-driven partnerships become a thing. It’s not the size of an influencer’s audience — it’s what they stand for. Brand, ethos, character, relatability, affinity… it all matters.

3. A B2B brand will create the first viral TikTok video in partnership with a TikTok creator. (Why not?)

3 1/2. Instagram stops updating its platform in annoying ways that repel users. (Wait. Now I’m just making a Christmas wish list…. Never mind.)

If the pandemic has taught B2B marketing anything, it’s that trust, relatability, and TikTok matter more than ever.

Just kidding on that last one.

Or am I?

[bctt tweet=”“A long-term approach to influencer marketing growth is the Miracle-Gro B2B brands need.” — Ann Handley @MarketingProfs” username=”toprank”]

3 — More B2B Influencer Marketing Professionals Will Move the Needle

Ryan Bares
Ryan Bares
Global Social Programs Lead: Social Influencers & Employee Advocacy, IBM Systems

2021 will be the year of focus for the influencer marketer. B2B brands should now see the fruits of their influencer marketing labor, but is that really moving the needle?

Influencer marketing professionals – a position that will have more headcount in 2021 – will be expected to show results and focus …read more

Source:: Top Rank Blog

      

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