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, including Favikon, Traackr, Onalytica, and Upfluence, to show how they are used in real-world scenarios.

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Key Features of a Good B2B Influencer Marketing Platform

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1. Targeted Influencer Discovery

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.

Example:

‍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.

2. Campaign Management

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.

Example: Traackr is popular for B2B companies because it provides a comprehensive dashboard for managing influencer campaigns. SAP, a major player in enterprise software, uses Traackr to manage relationships with influencers and run campaigns across multiple regions and languages. SAP worked with influencers to promote their IoT Launch event, boosting the event hashtag and generating high engagement on platforms like Twitter. Traackr, however, does not cover LinkedIn discovery.

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3. Analytics and Reporting

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.

Example: 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.

4. Integration with Existing Marketing Tools

For many B2B companies, influencer marketing is one piece of a broader strategy that includes content marketing, CRM tools, and digital advertising. The platform should integrate with these tools to provide a unified view of campaign performance.

Example: Upfluence integrates with major CRM platforms like HubSpot and Salesforce, allowing B2B companies to track how influencer campaigns impact lead generation and sales. A cybersecurity company, for instance, could use Upfluence to work with industry bloggers, then sync lead data with their CRM to track how many leads convert into actual sales.

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Best B2B Influencer Marketing Platforms

1. Favikon

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.

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.

2. Traackr

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.

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

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.

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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Conclusion

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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