From old-school tactics to influencer marketing mastery

For years, B2B brands were the grumpy old men of marketing, dismissing influencer marketing as a fad tactic reserved for B2C. But guess what? The times are a-changin.'

A recent Ogilvy report found that 75% of B2B marketers are tapping into the creative genius of influencers. And we're not just talking about any B2B businesses here; industry heavyweights like SAP, Intel, and GE are leading the charge.

Case in point: SAP. 

It's not the first name you'd expect to pop up when you think of influencer marketing, but they're rocking it. The company partners with industry influencers—consultants, academics, and authors that decision-makers respect and listen to.

How it works: Building trust and authority

SAP co-creates thought leadership content with these influencers, the kind of insightful articles and reports that B2B buyers crave. They also team up to hit the event scene together, engaging customers face-to-face. This powerful combination builds brand awareness, educates potential customers about SAP's solutions, and, most importantly, positions them as the trusted advisors businesses need to navigate today's complex landscape.

Taking it a step further: The SAP influencer community

SAP's commitment goes beyond one-off collaborations. They've even developed the SAP Influencers Directory and Mentor Program. This program fosters a vibrant community of over 3 million members, connecting the top contributors and influencers within the SAP ecosystem.

The key to success? 

Forget flashy celebrity endorsements or quick-fix campaigns; B2B influencer marketing is about industry expertise and long-term partnerships. B2B buyers trust their peers, not some random celeb. They want real experts with real experiences who can share practical insights that solve their specific problems. It's about building long-term, genuine partnerships with knowledgeable industry figures who align with your brand values and are passionate about using your products and helping your target buyers.

The opportunity?

Huge. Not just for B2B brands but also for creator marketing agencies and creators who work with these brands. And it’s still early days. The increasing popularity of influencer marketing within the B2B sector reflects a broader movement towards marketing strategies prioritizing genuine relationships and human connections.

In the coming years, we’ll see more and more B2B brands harness the genuine appeal, knowledge, and extensive networks of influencers to forge deeper relationships, position themselves as industry leaders, and get ahead in today’s competitive business environment.

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What we’re reading

B2B influencer marketing: It's not rocket science [Link]

The great YouTube exodus is coming — leaving AI junk and MrBeast to reign supreme [Link]

Marketers bullish on generative AI’s potential to boost the creator economy [Link]

​​Elon Musk’s X Needs Creators, but They Don’t Need X [Link]

Restaurant brands enter their ‘co-creator’ era [Link]

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