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12+ Top 2024 B2B Influencer Marketing Predictions From Industry Experts
By Lane Ellis
What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in 2024 and beyond?
With the recent launch of our all-new 39-page 2023 B2B Influencer Marketing Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology executives.
As marketers are asked to do more with less and prove return on investment (ROI), the popularity of influencer marketing has risen, as 94 percent of marketers have said that influencer marketing is a successful strategy for B2B, with greater numbers of B2B marketers increasing their level of influencer marketing maturity and sophistication and shifting even more towards always-on, relationship-based influencer communities.
The benefits of having an influencer marketing strategy in place have expanded — as our new report shows — with 61 percent of B2B marketers at organizations extensively using influencer marketing having seen increased sales revenue, 58 percent improved brand reputation, 47 percent improved brand advocacy, and the same percentage achieving improved retention rates.
Let’s jump right in and take a look at the future of B2B influence from 12 top subject matter experts.
12+ B2B Influencer Marketing Predictions From Top Experts & Influencers
Paul Dobson
Head of Digital Services
Cloud Software Group
@svengelsk
In near terms, budget constraints will push influencer content further down the sales funnel, requiring proof of its impact on sales. Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.
“Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.” — Paul Dobson @svengelsk
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Ursula Ringham
Head of Global Influencer Marketing
SAP
@UrsulaRingham
Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions. No one wants to buy from an AI that hasn’t done the work or used the product.
“Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions.” — Ursula Ringham @UrsulaRingham
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Debbie Friez
Associate Director, Influencer and Social Media
TopRank Marketing
@dfriez
We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year. As measurement techniques refine, the true business impact of genuine relationships will come to the forefront, underscoring the value of trust and credibility in every partnership.
“We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year.” — Debbie Friez @dfriez
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Source:: Top Rank Blog
