What is a good B2B Influencer Marketing Platform?

In B2B marketing, finding the right influencers can make a big difference in building trust, generating leads, and driving business outcomes. To manage these campaigns effectively, you need a good B2B influencer marketing platform. The right platform can help you find relevant influencers, run campaigns, and measure success. In this article, we’ll look at what makes a good B2B influencer marketing platform and highlight some examples.

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What is B2B Influencer Marketing?

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B2B influencer marketing involves collaborating with industry experts, thought leaders, and niche influencers to promote products or services to other businesses. Unlike B2C, where influencers target consumers, B2B campaigns aim to reach professionals, decision-makers, and organizations. The influencers act as trusted voices, sharing insights, product recommendations, or case studies that resonate with their professional audience.

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For example, a software company might partner with a LinkedIn Top Voice to showcase how their product streamlines operations, leveraging the influencer’s credibility to build trust and drive engagement among business clients. In the example below, Notion worked with B2B Influencer Noemi Kis to promote their product.

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Find out more about B2B Influencer Marketing in this detailed guide

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Why do you need a B2B Influencer Marketing Platform?

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A B2B influencer marketing platform is crucial because it streamlines every aspect of influencer campaigns, from discovery to execution. Unlike B2C, B2B marketing requires more targeted and niche-specific outreach, which makes finding the right influencers challenging. These platforms provide powerful search tools and filters to identify influencers with credibility in specific industries, ensuring alignment with your brand.

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Key Features of a Good B2B Influencer Marketing Platform

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Targeted Influencer Discovery

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A B2B platform should allow businesses to find industry-specific influencers who have authority and credibility. These influencers may not have millions of followers like B2C influencers, but their followers are often highly engaged professionals who trust their insights.

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‍Favikon is the go-to platform for B2B influencer marketing. It offers tools like Advanced Discovery, which helps businesses identify thought leaders in any industry and any niche, and +2M AI-Powered rankings. It’s the only influencer marketing software covering LinkedIn influencers and new formats, like newsletters and podcasts. Companies like HubSpot, Semrush or Wix use Favikon to promote their services through industry influencers, reaching professionals looking for advanced marketing and sales tools.

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Creator Management

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A good platform should offer features to manage the entire influencer marketing process—from outreach to content creation and approvals. This is particularly important for B2B companies, where longer sales cycles and more complex products require influencers to create detailed, educational content.

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On Favikon, you can make various curated lists of top B2B influencers across different regions, industries, and platforms, such as SaaS B2B, SEO France, and LinkedIn Worldwide. This feature is essential for brands wanting to engage in B2B influencer marketing because it allows them to quickly identify credible and authoritative figures within specific niches. By accessing these pre-vetted lists, brands can save time on research, ensuring they target the right influencers who align with their business goals. Additionally, the lists show engagement data, making it easier to assess potential ROI for campaigns.

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Analytics and Reporting

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B2B companies need in-depth data on how influencer campaigns are performing. This includes engagement metrics, but also more advanced reporting on lead generation, conversion rates, and ROI.

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Favikon stands out for its detailed analytics that help businesses measure the real impact of influencer marketing. For instance, B2B companies using Favikon can rank influencers by their engagement authenticity, ensuring campaigns are reaching real decision-makers. +5000 brands worldwide  use Favikon to track how influencers drive conversions during a product launch, ensuring clear metrics on every stage of the customer journey.

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AI Integration

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In 2024, AI integration is crucial for influencer marketing platforms because it enhances data processing, automates tasks, and provides deeper insights. AI can streamline influencer discovery by analyzing massive datasets to identify the best candidates, predicting trends, and assessing engagement authenticity. It also aids in campaign optimization by offering real-time analytics, sentiment analysis, and audience behavior predictions.

Favikon leverages AI to provide brands with a detailed evaluation of influencers, assessing metrics like engagement rates, audience demographics, and content quality. Its AI-driven tools can quickly identify influencers that align with brand values, streamline campaign management, and offer predictive insights to improve overall ROI. By automating repetitive tasks and providing data-backed recommendations, Favikon ensures brands can focus on strategic decision-making.

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Best B2B Influencer Marketing Platforms

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1. Favikon

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Favikon is ideal for companies that need to ensure the authenticity and credibility of the influencers they partner with. It ranks influencers based on engagement and provides full transparency into how their campaigns perform. For B2B, Favikon’s ability to track the entire customer journey—from awareness to conversion—is a major plus.

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Use Case: Submagic, an emerging SaaS company, used Favikon to collaborate with influencers who specialize in video edition. They used Favikon’s ranking system to find influencers who resonate most with their audience, and track how these partnerships drive demo sign-ups or free trials.

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2. Traackr

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Traackr is a highly trusted platform for identifying influencers and managing long-term B2B relationships. It helps businesses find niche influencers and manage multi-regional campaigns. The platform’s reporting features provide a full view of campaign performance, making it ideal for global brands.

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Use Case: Dell partnered with Traackr to run an influencer-led podcast series called “Trailblazers”, where influencers discussed digital transformation in business. This helped Dell reach a targeted audience of decision-makers in tech and manufacturing.

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3. Onalytica

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Onalytica is built specifically for B2B influencer marketing. It helps companies identify subject matter experts and industry leaders, making it perfect for tech, finance, and healthcare industries. Onalytica also emphasizes content co-creation, allowing influencers to contribute to blogs, whitepapers, and reports.

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Use Case: Cisco used Onalytica for its Cisco Champions program, where they collaborated with IT experts who helped create content for their blog and social media, positioning Cisco as a leader in the IT space.

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Choosing the right B2B influencer marketing platform can make or break your campaign. The vast majority of influencer marketing platforms only cover B2B Influencers. However, platforms like Favikon, Traackr and Onalytica offer a range of tools designed to help businesses discover, manage, and track influencers who have real authority in their industries. The key to success is selecting a platform that aligns with your specific business needs—whether it’s targeting niche influencers, managing complex campaigns, or integrating with your existing CRM. By leveraging the right platform, your B2B influencer marketing efforts can lead to stronger brand awareness, better engagement, and measurable business outcomes.

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