The ever-changing landscape of B2B marketing demands continuous adaptation. Amidst the influx of competitors, new products, mediums, and challenges, one strategy stands strong: influencer marketing. As businesses strive to effectively reach their target audience, influencer marketing has emerged as a powerful solution. To truly understand its effectiveness and impact, we need your valuable insights. Join us in the 2023 B2B Influencer Marketing Survey and be part of shaping the future of the industry!

2023 B2B Influencer Marketing Research Survey

At TopRank Marketing, we boast deep roots in SEO and content marketing. We take pride in our pioneering role in bringing influencer marketing to B2B tech companies. As early as 2012, our own esteemed thought leader, Lee Odden, began blogging and speaking on the topic of influencers for B2B brands. Our commitment to learning from industry leaders and serving businesses drove us to launch the first State of B2B Influencer Marketing Research Report in 2020, followed by the 2022 B2B Influencer Marketing Research Report

The past reports have been a treasure trove of insights, with contributions from professionals across mid-market to large enterprise brands in marketing, advertising, content, and digital roles. The comprehensive reports featured interviews with global B2B marketing leaders, case studies, industry trends, and future predictions, providing invaluable resources for B2B marketers.

Our 2020 data uncovered the need for a documented influencer strategy as well as the benefits of an always-on influencer program; while the 2022 research report examined the impact of influencer marketing for B2B brands in a post-pandemic world and proved the importance of growing influence from within, explored the role of collaboration with influencers and creators, and showcased success stories from LinkedIn, Mitel and others.

Key Insights From The 2022 B2B Influencer Marketing Report:

  • 1/3 of B2B brands report influencer marketing has directly led to increased sales/revenue
  • 86% of B2B brands consider their influencer efforts successful
  • 65% say internal executives have been effective at increasing influence of the brand
  • 85% of respondents said they believed interest in working with influencers would increase in the next 12 months
  • 100% of B2B marketers who reported having an always-on influencer program said it was successful
  • Employee shares get 8x more engagement and 561% of the reach brand messages do
  • 87% of responses said that having an audience’s trust and reaching a relevant audience were must-haves for their influencers

As we gear up for the 2023 B2B Influencer Marketing Research Report, we invite you, the esteemed members of our blog community, to contribute to the survey. Your expertise and perspectives will shape the trajectory of influencer marketing for B2B brands, shedding light on what works, what doesn’t, and the future of influence beyond 2023.

The survey delves into critical areas such as influencer types, relevance in B2B marketing, effectiveness of collaborations, investment levels, and more. Designed for B2B marketers, digital experts, and business leaders involved in B2B influencer marketing campaigns and decisions, the survey aims to grasp current trends, challenges, and opportunities in today’s digital marketing landscape.

Your contributions will be analyzed to create an extensive report shared with all participants. The report will feature essential findings, insights, and practical tips for incorporating influencer marketing into your B2B strategy. Also, as a survey participant, you will receive early access to the 2023 B2B Influencer Marketing Research Report when it publishes later this year. 

We invite all B2B marketers to be a part of the 2023 B2B Influencer Marketing Survey and help shape the future of the industry. By joining forces, we can pave the way for more effective marketing strategies and valuable insights for businesses worldwide. We eagerly anticipate your participation and can’t wait to share the results with you later this fall!.

Don’t miss this chance to make a difference. Take the survey now and be a key player in the evolution of B2B influencer marketing!

2023 B2B Influencer Marketing Research Survey

About the author

Meet Katelyn, our Director of Agency Marketing, with over 15 years of invaluable experience. She has a diverse marketing background spanning the finance, education, franchising, and non-profit sectors, making her a versatile strategist well-versed in full-service marketing. Katelyn’s innovative thinking and expertise in experiential, lead generation, and digital marketing help us drive impactful campaigns that resonate. When she’s not captivating our team with her quick wit and infectious energy, Katelyn’s passion for industry knowledge-sharing and community-building can be spotted at industry events, as well as exploring her native Michigan with her family and rescue goldendoodle, Benny.