Marketers who rate their B2B firm's influencer program as very effective are more likely to say they outsource the work, use AI, and keep the program going continually, according to recent research from TopRank Marketing and Ascend2.

The report was based on data from a survey conducted in July and August, 2023, among 425 marketing decision-makers at B2B brands.

Some 34% of respondents rate their firm's influencer marketing as very effective. Compared with other respondents, this group is significantly more likely to say their firm outsources most or the entirety of its influencer program, uses AI for performance tracking, uses AI for influencer identification and selection, and utilizes an always-on influencer program.

Habits of highly successful influencer marketers

The most common uses of AI for B2B influencer marketing are to aid with content creation (53% of respondents say they are using), performance tracking (51%), campaign optimization (44%), and influencer identification and selection (42%).

How marketers are using AI for influencer marketing

B2B marketers say they're turning to influencers most often to create social media content (51% are doing so).

Types of content used in B2B marketing influencer programs

B2B marketers say the most significant challenge they face with their influencer program is identifying, qualifying, and engaging with the right influencers.

Significant challenges B2B marketers face in their influencer programs

About the research: The report was based on data from a survey conducted in July and August, 2023, among 425 marketing decision-makers at B2B brands.


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What Makes B2B Influencer Marketing Programs Successful

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji