Onalytica Insider: 2024 B2B Influencer Marketing Report Summary

Per a recent report by Onalytica, B2B influencer marketing is experiencing significant growth and effectiveness, with 94% of marketers reporting it as a successful strategy through their digital marketing efforts. The industry is maturing, with most companies in the moderate stage of influencer marketing maturity.

Key trends and insights include

• Increased adoption: 85% of B2B marketers now emphasize the importance of influencer marketing, up from just 34% in 2020.
• Strong ROI: Influencer marketing programs generate an average 520% return on investment.
• Shift in challenges: The top challenge has evolved from manual processes to identifying and engaging ideal influencers, indicating increased sophistication.
• Platform preferences: LinkedIn remains the top platform, followed by YouTube and Instagram.
• Content trends: There’s a growing emphasis on video content, especially short-form video and user-generated content (UGC).

Key actions for B2B marketers

1. Develop and integrate a documented influencer marketing strategy with overall content marketing efforts.
2. Focus on building long-term relationships with influencers rather than one-off campaigns.
3. Prioritize working with micro-influencers (10,000 to 99,999 followers) who often yield the most success.
4. Leverage AI tools for influencer identification and campaign management while maintaining a human touch in relationships.
5. Experiment with different content formats across multiple platforms, especially video and UGC.
6. Implement robust tracking systems to measure ROI and optimize campaigns.
7. Consider outsourcing influencer marketing to specialized agencies for better results.
8. Align influencer partnerships with specific stages of the buyer’s journey for maximum impact.

By embracing these trends and taking strategic action, B2B marketers can leverage influencer marketing to drive brand awareness, generate high-quality leads, and ultimately boost sales in 2024 and beyond.

Check out the full report: Onalytica Insider: 2024 B2B Influencer Marketing Report