How do B2B marketers plan to improve their influencer marketing strategies this year? Which influencer content types are delivering the best results? What challenges are marketers facing with their influencer programs? Which emerging trends are they watching?
To find out, researchers at TopRank Marketing and Ascend2 surveyed 404 marketing professionals in the United States who work for B2B firms with 100 or more employees.
Respondents say their top priorities to improve the results of their influencer marketing strategies are audience targeting/segmentation, performance measurement, and identifying the right influencers.
B2B marketers say the most effective types of influencer content are social media posts and in-person events.
B2B marketers say the biggest challenges they face with their influencer marketing programs are identifying, qualifying, and connecting with the ideal influencers and measuring results.
Respondents say the most important B2B influencer marketing trends to watch are the integration of influencer strategies with a greater mix of marketing tactics and the use of AI to expand and optimize influencer content.
About the research: The report was based on data from a survey of 404 marketing professionals in the United States who work for B2B firms with 100 or more employees.
