78% of B2B marketers believe their prospects rely on advice from industry influencers: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 27, 2020, 3:52 PM UTC

Top Rank Marketing’s 2020 State of B2B Influencer Marketing Report focuses on how brands are engaging influencers for marketing to other organisations.

Despite the rising importance of influencer marketing in driving B2B sales, only 19% of B2B marketers have ongoing influencer marketing programs. Moreover, only half of the marketers have actively included influencer marketing in their 2021 strategy.

A majority of marketers also agree that including influencer programs in their strategy can drive better results. But, 60% of the survey respondents said they did not have the knowledge to execute or the right skills to implement influencer campaigns.

The study further found always-on influencer marketing were “very successful” for 60% of marketers, as opposed to 5% of brands who conducted periodic campaigns. MarketingProfs’ Ann Handley said influencer marketing is “a direct line to building trust and customer confidence.”

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