B2B buyers overwhelmingly trust content from influencers rather than brand-named messaging. This signifies a shift towards expertise-driven marketing rather than traditional sales tactics.
"B2B influencers are not here to entertain with viral dance routines or trendy challenges. Instead, they bring deep expertise and credibility to the table," says Yolanda Zaw.
Before choosing an influencer, brands must ensure they have deep knowledge, trustworthiness, a strong network, a diverse content strategy, and an overall impact on their audience.
Almost 90% of B2B buyers prefer content from trusted influencers, indicating a critical need for brands to forge genuine relationships over typical sales approaches.
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