B2B influencer marketing has shown to improve marketing program results but a large majority of organizations still struggle with implementing an influencer marketing strategy, according to a new report from TopRank Marketing, a B2B marketing agency. Those who have experience with influencer marketing said that it enhances the purchase-decision process and customer experience.
Some insights highlighted in the report include:
- 63% believe an influencer marketing program would improve their marketing program results;
- 78% think prospects rely on influencer advice when making a purchasing decision;
- 74% of marketers believe influencer marketing improves customer experiences; and
- 60% of marketers believe they lack the knowledge and skillset to implement an influencer marketing campaign.
"Challenged by declining organic social reach, reduced brand trust and content attention deficit, many B2B marketers are turning to influencer marketing for improved credibility, connection and engagement," said Lee Odden, Co-founder and CEO of TopRank Marketing, in a statement. "The 2020 State of B2B Influencer Marketing Report provides data-informed strategies and best practices along with case studies and predictions for the future from the top brand B2B influencer marketing practitioners."