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At Together, we know that successful B2B campaigns rely on finding the right voices, people who influence buying decisions, shape conversations, and speak directly to your niche audience. It’s about building partnerships, not just placements.
In this guide, we’ll walk you through how to identify the right B2B influencers and work with them in a way that feels authentic, and delivers real business results.
Before embarking on your search for influencers, it's crucial to clearly define your objectives. Are you aiming to generate high-quality leads, establish thought leadership, drive sign-ups for webinars or demos, or enhance trust within a specific niche audience? Having well-defined goals enables you to assess potential influencers not merely by their follower count but by their relevance and capacity to drive meaningful action.
In the realm of B2B marketing, quality trumps quantity. An influencer with a modest following of 5,000 can be more valuable if they are decision-makers, industry experts, or respected voices within your sector. Seek out individuals with industry-specific expertise, consistent engagement from professionals, appearances on webinars or podcasts, and contributions to thought leadership pieces or whitepapers. Utilising tools like BuzzSumo, LinkedIn Sales Navigator, and SparkToro can assist in identifying such influencers.
While LinkedIn is a cornerstone for B2B interactions, effective influencers may also be active on other platforms. Consider exploring X (formerly Twitter) for tech and finance sectors, YouTube for product demonstrations and tutorials, and industry-specific forums or communities like Stack Overflow, Reddit, or Slack groups. At Together, we map influence across multiple touchpoints, recognising that true credibility isn't confined to a single platform.
Conducting due diligence is essential before reaching out to potential influencers. Investigate whether they have a history of brand collaborations, assess the authenticity of their content, ensure their values align with your brand, and evaluate their ability to simplify complex ideas for your audience. The goal is to establish partnerships with individuals who are genuine and resonate with your target market.
Authenticity is the cornerstone of successful B2B influencer partnerships. Rather than initiating contact with a cold outreach, begin by engaging with their content, comment on their posts, share their work, and mention them in your own content. Once mutual recognition is established, approach them with a personalised pitch that demonstrates your understanding of their work and outlines how a collaboration could be mutually beneficial.
Effective B2B influencer campaigns are all about solving problems, not just selling a product. Think about working together on things like reports, webinars, interviews, case studies, explainer videos, or even podcasts. At Together, we help brands create this kind of content in a way that feels natural and truly useful for the audience.
Make sure your success metrics match your goals so you can properly measure the impact of your influencer campaigns. Track things like how many people visit your website through influencer links, how often shared content gets downloaded, and how many sign up for joint events like webinars. You should also look at how these efforts help move leads through your sales pipeline. In B2B marketing, you might track fewer numbers than in B2C, but the insights are often clearer and more valuable for business growth. This guide by BrandRefer offers a deeper look at how to measure success effectively in B2B influencer campaigns.
Finding the right B2B influencers isn’t about chasing likes or follower counts, it’s about building strategic, trust-based partnerships that deliver real value.
At Together, we connect brands with influential voices that drive conversations and decisions. We empower your brand to connect with the right professionals, creating collaborations that inspire, inform, and convert.
Ready to amplify your brand’s voice? Let’s shape your B2B influence, together!
