Influencers in B2B? Yes, but different!

B2C influencers are particularly distinguished by their role model function and their personal presentation. Accordingly, they market products that fit their image and subject matter. In B2B, the situation is different. Here, the focus is on products that require explanation and rely on industry-specific know-how and technological tools and machines. While a B2C influencer campaign emotionally conveys the product to followers, in B2B the focus is on the facts. Nevertheless, emotions play an important role. In B2B, too, people make decisions that are enthusiastic and want to be addressed on a personal level. We have already examined this topic in more general terms in our blog articles "Influencer Marketing: B2B Online Marketing Hype" and "Influencer Marketing Isn't Just for B2B Brands."

The opportunities of micro-influencers
In B2B, influencers are people who generally have direct contact with the respective telegram data products. However, B2B influencers don't call themselves that. They are primarily distinguished by their expert status and insider knowledge of the industry. These include employees, service providers, or so-called thought leaders. If a managing director shares an interesting article about a product on LinkedIn, they effectively draw the community's attention to it. This valued opinion is a significant difference from B2C, because in B2B, the influencer's influence factor is weighted more than reach. So-called micro-influencers are particularly well suited for this.

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