67% of B2B buyers turn to influencer content in consideration phase: LinkedIn

New Delhi: With engagement rates soaring and content creation up by 41%, LinkedIn is fast becoming a fertile ground for B2B influencer marketing, shared the platform in a blog post. 

To better understand the potential of B2B influencer marketing, LinkedIn surveyed more than 1,700 tech buyers across the UK, US, and India to uncover the role influencers play in shaping purchasing decisions.

According to the survey, 87% of B2B buyers prefer content from trusted industry influencers over branded sales messages. “B2B buyers are seeking authentic, expert voices to guide them, making influencer partnerships a strategic way to build trust and humanise your brand, said LinkedIn. 

B2B influencers are a distinct breed compared to their B2C counterparts. They’re not here to entertain with viral dance routines or trendy challenges. Instead, they bring deep expertise and credibility to the table.

B2B influencers are often industry experts, thought leaders, academics, analysts, entrepreneurs, or even your own employees. Their value lies in their proven experience, trustworthiness, and the authenticity of their content. 

Effective B2B influencers are distinguished by 6 key traits:

Expertise is the most valued trait in B2B influencers, followed by trustworthiness and authenticity.  

Top tips for choosing B2B influencers

• Go beyond celebrities with millions of followers. They're expensive and might not even reach your target audience. Instead, focus on "micro-influencers." These are industry folks with a smaller but super-engaged following. They're more likely to be trusted by their audience, making them perfect for niche B2B markets.
• Look for people who are already seen as experts in your field. They might not call themselves influencers, but their network listens to their every word. These folks could be industry analysts, conference speakers, or even some of your own happy customers. 
•  Don’t forget the power of your own, homegrown budding B2B influencers.  Your executives and employees can be your most valuable marketing resource to reach decision-makers, advocate for your brand and share compelling points of view on the industry. On LinkedIn, the collective network size of your employees is, on average, 12x larger than your company network.

LinkedIn data shows that 67% of B2B buyers engage with influencer content during the consideration and research phase of the buyer journey. At this stage, decision-makers are evaluating potential solutions and seeking credible opinions. Influencers play a critical role by offering trusted insights that can shape perceptions and guide buying decisions.

Moreover, influencers don’t just impact the final decision-makers. They also influence the broader buying committee, helping to build familiarity and reinforce your brand's credibility across multiple stakeholders.

The how: Creating impactful influencer content

1. Utilise video content: Video is a powerful tool for humanising your brand. LinkedIn findings indicate that 63% of B2B buyers find video content helpful in their decision-making process. From product demos to industry insights, short-form videos can be highly engaging and informative.
2. Diversify content formats: Don’t limit your influencer strategy to just videos. Influencers can create a variety of content types, including posts, newsletters, webinars, and live events. This multi-format approach allows you to reach different segments of your audience with tailored messages.
3. Leverage thought leader ads: One of the most effective tools for B2B influencer marketing on LinkedIn is Thought Leader Ads. These ads feature genuine industry experts, making your content feel authentic and trustworthy. They also allow you to target your ideal audience directly, ensuring that your message reaches the right people.