How to find B2B influencers?

Influencer marketing has become one of the most preferred marketing channels for brands. As of April 2024, there are 5.07 billion social media users, creating the largest virtual market for brands. Traditional means of advertising and social media ads can be very costly and sometimes ineffective in capturing the attention of audiences. This is where influencer marketing steps in to fill the gap.

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The fundamentals of B2B influencer marketing

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What is influencer marketing?

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Influencer marketing is a collaboration between popular social-media users and brands to promote brands’ products or services. As per Statista. " The [Influencer Advertising] market is expected to experience an annual growth rate (CAGR 2024-2029) of 9.91%, leading to a projected market volume of US$56.28bn by 2029." What is it that Influencer Marketing offers over other channels that it is witnessing such growth rates. The answer is simple, time and cost savings, better targeted audience and therefore higher Return on Investment. According to Statista, 60% of marketers agree that influencer marketing has a higher ROI than traditional advertising.

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Lately, with the boom of the startup economy, many startups and early-stage businesses have turned to influencer marketing to address the needs of other businesses. This niche segment has come to be known as B2B influencer marketing.

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What is B2B influencer marketing?

B2B influencer marketing involves leveraging the influence and credibility of individuals or entities within a specific industry to promote products or services to other businesses. Unlike traditional B2C (business-to-consumer) influencer marketing, which targets individual consumers, B2B influencer marketing focuses on building relationships and trust with business decision-makers. Influencers in this space are often industry experts, thought leaders, or professionals who have a significant following and can effectively sway the opinions and purchasing decisions of other businesses. This strategy helps brands increase their reach, build authority, and generate high-quality leads within their industry. Learn more about B2B influencer marketing with our ultimate guide to B2B influencer marketing!

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Who are B2B Influencers?

B2B influencers are creators who have deep expertise in a specific industry and share valuable content tailored for professional audiences. They provide insights, best practices, and recommendations on products and services that benefit their followers’ professional lives. Unlike traditional influencers, B2B influencers focus on niche markets and typically engage through platforms like LinkedIn, YouTube, and Twitter. They can be thought leaders, brand advocates, or content creators who influence decision-makers in a particular sector, helping brands build credibility and drive engagement in B2B spaces.

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Here a a few examples of famous B2B creators:

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Justin Welsh

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Justin Welsh is a highly successful entrepreneur and influential thought leader, known for his expertise in building and scaling a one-person business to remarkable levels of success—specifically, growing his business to over $10M in revenue. His journey has captured the attention of thousands, particularly through his strong presence on social media platforms like LinkedIn and Twitter, where he consistently shares practical insights, tips, and strategies for building sustainable, profitable businesses.

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View his full analysis here

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Gary Vaynerchuk

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Gary, also known as GaryVee, is a highly influential entrepreneur and internet personality. He is a marketing and social media expert who is passionate about helping people build their personal brands and achieve success in their businesses. As the CEO of VaynerMedia, he has helped numerous Fortune 500 companies grow and succeed in the digital age. Gary is also a prolific author, speaker, and host of "The GaryVee Audio Experience," a top-rated business and marketing podcast. His energy and enthusiasm are contagious, and his no-nonsense approach to business has inspired countless entrepreneurs and aspiring business leaders.

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Melinda Gates

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Melinda is a force to be reckoned with - a true philanthropist and game-changing businesswoman. As co-chair of the Bill and Melinda Gates Foundation, she has dedicated her life to improving global health, education, and reducing poverty. Her unwavering advocacy for women's and girls' rights has earned her worldwide respect and admiration, and she is a leading voice in promoting diversity and inclusion in the business world.

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Check out other examples in this page!

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3 ways to find B2B influencers

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Let’s face it—finding B2B influencers can be a real challenge. This is largely because B2B influencers are a relatively new phenomenon, and they often fall outside the scope of traditional influencer marketing platforms. Unlike B2C influencers, who are easier to find and track, B2B influencers tend to be professionals or experts in niche industries. They operate on platforms like LinkedIn, YouTube, and Twitter, where their primary goal is to share expertise and engage with an audience of decision-makers, not just promote consumer products.

To find them, businesses often need to dig deeper, leveraging specialized tools, industry events, or direct outreach, making the process more complex than B2C influencer discovery.

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Here are 3 ways to find them:

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1/ Use Favikon

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Favikon is the only influencer platform that specializes in B2B creators. It provides a comprehensive database of influencers in the B2B space, helping you filter and find creators based on industry, reach, and content style. This makes it easier to discover niche experts who can amplify your brand within professional circles.

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2/ Do it manually

Searching for B2B influencers manually can take time, but it's the best for tight budgets. Begin by identifying key platforms like LinkedIn, YouTube, and Twitter, and look for individuals with strong engagement and thought leadership in your industry. Focus on professionals regularly sharing valuable insights, tutorials, or industry analysis. You can also explore industry-specific forums, conferences, and webinars to find experts actively participating in discussions.

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3/ Work with an agency

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Working with an influencer marketing agency that specializes in B2B can streamline the process. These agencies have established networks and databases of influencers across different industries. They can match your brand with influencers who align with your business goals, saving you the effort of manual research and ensuring that your campaigns are executed effectively.

Creator Authority is the leading B2B influencer agency worldwide.

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More on  Influencer Marketing:

The Ultimate Guide to B2B Influencer Marketing

5 reasons to use Influencer Marketing Tools

The different types of influencer marketing campaigns

How are B2B Influencers Paid?

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