22 Important B2B Influencer Marketing Statistics You Must Know

Analyzing data is crucial for evaluating B2B influencer marketing success. In this article, we explore 22 key statistics from the B2B Influencer Marketing Report by TopRank Marketing to provide valuable insights.

Analyzing data is essential for a comprehensive understanding of the effectiveness of any strategy. The same applies to B2B influencer marketing. Statistics provide valuable insights into whether influencer marketing methods are successful, how many businesses are utilizing them, what the average return on investment is, and more.

In this article, we’ll explore 22 key statistics from the B2B Influencer Marketing Report by TopRank Marketing. Let’s dive into these important figures and what they reveal about the state of B2B influencer marketing.

1. 94% of Marketers Believe Influencer Marketing is a Successful Strategy for B2B

The overwhelming majority of marketers recognize the effectiveness of influencer marketing in the B2B landscape. This belief underscores the importance of incorporating trusted voices into marketing strategies, as these influencers can significantly enhance brand credibility and reach.

2. In 2020, 34% of Marketers Used Influencer Marketing; by 2022, This Grew to 46%, and in 2023, It Rose to 85%.

The dramatic increase in the adoption of influencer marketing indicates a growing recognition of its value. As more brands integrate this approach, it becomes crucial to understand best practices to leverage influencer relationships effectively.

3. 39% Rate Influencer Marketing Highly for Success.

This statistic demonstrates that influencer marketing is not just a trend; it's a proven tactic that delivers results. Brands should focus on developing relationships with the right influencers to maximize impact.

4. 15% Brands of Respondents are in the Beginning Stages of Influencer Marketing.

This indicates that many brands are still learning how to integrate influencer marketing into their strategies. Education and training can help these companies realize the potential benefits.

5. 48% Brands are Moderately Advanced Stages of Influencer Marketing.

Moderately advanced programs show that many marketers are effectively utilizing influencers, though there is still room for growth and optimization in their strategies.

6. 23% Have Extensive/Always-on Programs.

Brands that have fully embraced influencer marketing are likely to see sustained engagement and ongoing relationships with their audiences, which can lead to long-term success.

7. 15% are Not Using Influencers at All.

This percentage represents a significant opportunity for brands not currently leveraging influencer marketing. They risk falling behind competitors who are adopting this approach.

8. Companies Reported Earning $5.20 for Every $1 Spent on Influencer Marketing.

This impressive return on investment (ROI) showcases the financial potential of influencer marketing. Brands should prioritize this channel to maximize their marketing budget and achieve substantial growth.

9. 47% of Marketers Compensate Influencers with Payments or Products.

Compensating influencers fairly is crucial for building and maintaining strong relationships. Brands that recognize and reward the contributions of influencers are likely to benefit from more authentic partnerships.

10. 48% of Respondents Outsource Most of their Influencer Marketing Programs

Outsourcing can enhance the effectiveness of influencer marketing by allowing brands to leverage specialized expertise and resources. This trend suggests a shift towards more strategic partnerships.

11. 70% of the Most Effective Influencer Programs are Entirely Outsourced.

The success of fully outsourced programs indicates that working with experienced agencies can drive better results. Brands should consider this approach to optimize their influencer marketing efforts.

12. 56% Use Customers as Influencers

Involving customers as influencers can enhance authenticity and trust. Brands that leverage their existing customer base can create relatable content that resonates with potential buyers.

13. 62% Use Professional Influencers

Professional influencers can provide the expertise and reach that brands need to effectively engage their target audience. Collaborating with recognized figures in the industry can amplify a brand’s message.

14. 45% Use Prospects

Engaging with prospects as influencers can create a unique opportunity to build relationships early in the customer journey. This approach helps brands cultivate interest and trust before the purchasing decision.

15. 51% of B2B Influencer Programs Focus on Social Media Content.

This statistic highlights the need for brands to prioritize social media as a platform for influencer marketing. Engaging content on social channels can lead to higher visibility and interaction.

16. 35% Prefer Live and Recorded Videos.

The preference for video content suggests that brands should invest in visual storytelling to convey their messages effectively. Video can drive engagement and provide a more dynamic way to connect with audiences.

17. 33% Focus on Webinars, Interviews, and Interactive Content.

Interactive content fosters engagement and offers value to the audience, making it an essential part of influencer marketing strategies. Brands should explore various content formats to maintain audience interest.

18. 53% Use AI for Content Creation.

The integration of AI in content creation can streamline processes and enhance creativity. Brands that leverage AI can produce high-quality content at scale, increasing efficiency.

19. 51% use AI for Performance Tracking.

AI's role in performance tracking allows brands to gain insights into campaign effectiveness and make data-driven decisions. This capability can help optimize strategies and maximize ROI.

20. 42% use AI for Influencer Identification and Selection.

Using AI for influencer identification streamlines the process of finding suitable partners. Brands can ensure they are collaborating with the right influencers to reach their target audience effectively.

21. 53% Find Identifying, Qualifying, and Engaging with Influencers their Biggest Challenge.

This statistic highlights a significant pain point for marketers. Brands need to invest in tools and strategies to simplify the process of finding and managing influencer relationships.

22. 46% Struggle with Measuring and Reporting Results.

The challenge of measuring success indicates a need for clearer metrics and tracking systems. Marketers who can effectively measure their influencer marketing performance will be better positioned to demonstrate ROI.