91% of B2B marketers look for audience relevance as one of the essential qualities in an influencer

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 02, 2020, 2:57 AM UTC

Blog posts (83%) and videos (67%) are some popular content types B2B brands associate with influencers for, according to TopRank Marketing’s recent report.

As per the report, 91% of B2B marketers consider audience relevance as one of the most essential qualities they seek when selecting influencers. Subject matter expertise (79%) and the publishing platform an influencer uses (72%) are some of the other qualities B2B brands look for.

84% of the marketers listed brand awareness as one of the measurable benefits of working with influencers. 69% of marketers reported lead generation as a benefit, while 58% said working with influencers improved their brand reputation.

Content collaboration/creating brand quotes at 87% was the top influencer-brand activity. Marketing content (82%) and event participation (66%) are other activities that B2B firms and influencers work on.

Read the original article

[1 minute read]