What is a b2b influencer? Between experience and expertise…

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CMIT , a club for marketers in tech, and Faber Content , an agency specializing in content strategy, decipher B2B influence and its specificities… An infographic and a white paper entitled: “B2B influence: a story of a guru, opinion leader or expert?” highlight the mechanisms of this type of influence and return to the importance of influencers in business to business. This is not the first time that I have highlighted CMIT , on this blog… Today, I am very happy to talk to you about a subject that fascinates me: influence. Jean-Denis Garo from CMIT and Fabrice Frossard from Faber Content asked me to give my opinion on the subject. A testimonial that you will be able to discover exclusively in this article. But first, here are the results of the online survey conducted among B2B marketing managers and directors. On the program: Who are B2B influencers? What is the point of using this type of influencer? What do marketers expect from influencers?

B2B Influence in 6 questions
What is today's B2B influencer?
The influencer is the new generation gambling data china opinion leader: a guru who has the ability to modify behaviors and perceived feelings for a brand, a product or a service.
He is recognized by his entourage as an expert and has credibility and real influence on his ecosystem. He has an established identity in his reference community.



What is his role?
The ability to create unique, authentic and engaging content, designed specifically for the brand:
For 81.8% of marketers, he is a content and SEO creator.
59.2% of B2B marketers do not use him to create influential content.
What are the interactions of marketers with influencers?
Follow and discover influencers to detect trends, innovations and possible developments: 70% of marketers follow more than 5 influencers, half of whom follow more than 10.
Which social networks are most popular?
B2B influencers are followed on: Twitter at 83.6%, LinkedIn at 77% and Instagram at 29.7%.
What is the average dedicated budget?
There are different remuneration systems: The budget can vary between €10,000 and €50,000 per year
KPI and ROI?
Measure and evaluate: For 23.3% of marketers, the most effective action is linked to content marketing.