Finding authentic ways to connect with your target audience can be challenging. Traditional corporate messaging often falls flat, leaving businesses searching for more genuine methods of engagement. Enter influencer marketing – a strategy that’s transforming how B2B tech companies build trust and drive growth.
“When we have a corporate page continuously bombarding [audiences], all that is good and necessary. But when you have a figure that you trust or somebody who has a decent amount of authority talking about a particular service or product, that builds trust.”
– Vahbiz Cooper, Global Influencer Marketing Lead at Demandbase
Contrary to popular belief, influencer marketing isn’t just for consumer brands. In the B2B tech space, it’s becoming an increasingly powerful tool for cutting through the noise and establishing meaningful connections.
Who they are: Vahbiz Cooper is Digital Marketing Manager at Demandbase.
A bit of background: Vahbiz is a creative marketer who turns bold ideas into campaigns that don’t just look great—they deliver real results. Whether she’s crafting captivating social content or delving into influencer marketing, her focus is always on ensuring each project achieves its objectives and resonates with the intended audience.
Where you can find Vahbiz:
Connect with Vahbiz on LinkedIn
Contrary to popular belief, influencer marketing isn’t just for consumer brands. In the B2B tech space, it’s becoming an increasingly powerful tool for cutting through the noise and establishing meaningful connections. According to LinkedIn’s B2B Institute, influencer marketing can significantly amplify brand reach and credibility.
The primary benefit of B2B influencer marketing is simple yet powerful: building trust. When a respected industry expert talks about a product or service, it carries far more weight than traditional corporate messaging. As Vahbiz explains, “When we have a corporate page continuously bombarding [audiences], all that is good and necessary. But when you have a figure that you trust or somebody who has a decent amount of authority talking about a particular service or product, that builds trust.”
Selecting the right influencers is crucial – and it’s far more nuanced than simply choosing those with the largest following. The Content Marketing Institute emphasises the importance of strategic influencer selection.
Here are key considerations:
Success in B2B influencer marketing goes beyond transactional interactions. Forbes highlights the importance of authentic partnerships in B2B marketing.
Vahbiz emphasises the importance of cultivating genuine partnerships:
Measuring influencer marketing ROI can be challenging. Gartner provides comprehensive guidance on tracking meaningful metrics.
Vahbiz recommends a multi-layered approach:
While emerging technologies like AI influencers are on the horizon, Vahbiz remains cautious. Harvard Business Review explores the evolving landscape of digital marketing and influencer strategies.
“In B2B, it’s hard to build trust. I don’t know how credible AI influencers will be,” she notes.
The most important takeaway? Don’t be afraid to experiment. Some of the most successful campaigns might seem ridiculous at first. As Vahbiz advises, “Just because you’re afraid it’ll go bad, don’t panic. Keep experimenting.”
B2B influencer marketing is about building genuine connections, telling authentic stories, and providing real value to your audience. It’s not just about selling—it’s about creating meaningful conversations that resonate with your target market.
Ready to explore influencer marketing for your B2B tech brand? Start small, be creative, and focus on building real relationships.
Want to learn more? Connect with Vahbiz Cooper on LinkedIn or reach out to explore how we can help you hire influencer marketers to transform your B2B marketing results.
Additional Resources:
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