Segmentation, Targeting & ROI Are Primary Focuses For Influencer Marketing Strategies
As B2B influencer marketing continues to evolve, identifying the right influencers, targeting the correct audience, and effectively measuring results remain top challenges. According to a study from TopRank Marketing and Ascend2, nearly half of respondents struggle with finding and connecting with ideal influencers (48%) and measuring/reporting results (47%). These pain points highlight the need for better discovery tools and robust performance tracking methods.
Most marketers currently find influencers through social media searches (52%), recommendations (50%), and web searches (49%), while some leverage influencer research tools (40%) and agencies (39%). Agencies provide benefits such as time savings, expertise, and improved influencer selection, making them a valuable option for brands looking to streamline their programs. However, challenges persist in measuring success, with ROI evaluation, long-term impact tracking, and cross-platform analytics among the top difficulties faced by marketers.
B2B influencer marketing is used across both top- and bottom-of-funnel activities, with engagement and ROI being the most tracked metrics, followed by conversion rates and reach/views. The most effective programs, however, go beyond these traditional KPIs and also measure audience sentiment, share of voice, and marketing-qualified leads (MQLs) and sales-qualified leads (SQLs). Looking ahead, B2B marketers aim to improve influencer marketing by refining audience targeting, enhancing performance measurement, scaling their programs, and investing in more creative, unique content.
With differentiation being a priority, marketers recognize the importance of strong storytelling and creative-forward campaigns to ensure influencer marketing stands out. By addressing measurement challenges and improving influencer selection, brands can optimize their strategies for better engagement and long-term success.
Key Actionable Takeaways:
Refine Influencer Discovery Processes – Use a mix of social media searches, trusted recommendations, research tools, and agencies to identify the best influencers.
Leverage Agencies for Efficiency – Agencies offer expertise, time savings, and access to high-quality influencers, helping streamline influencer marketing programs.
Improve Measurement & Reporting – Establish clear tracking methods for ROI, long-term impact, and cross-platform performance to better evaluate campaign success.
Expand Beyond Traditional KPIs – Track audience sentiment, engagement, share of voice, and MQLs/SQLs to gain deeper insights into influencer marketing effectiveness.
Optimize Audience Targeting & Segmentation – Ensure influencer partnerships align with the right customer segments for improved engagement and conversion rates.
Integrate Influencer Marketing with Existing Campaigns – Align influencer efforts with broader marketing initiatives for a cohesive brand strategy.
Scale Influencer Programs Strategically – Increase the frequency and scope of influencer partnerships while maintaining quality and brand alignment.
Invest in Creative, Differentiated Content – Prioritize storytelling and unique campaign ideas to make influencer marketing stand out in competitive markets.
Use Data-Driven Insights to Select Influencers – Analyze past campaign performance, audience demographics, and engagement history to find the most impactful partners.
Test & Iterate for Continuous Improvement – Regularly refine influencer marketing strategies by testing new approaches and optimizing based on performance insights.
