How Influencer Marketing Can Influence Your B2B Marketing Efforts
- 20 hours ago
- 3 min read
User-generated content and influencer marketing have quickly become some of the most effective ways to reach an audience. And while most people associate influencer marketing with a consumer-based strategy, that is only half of the picture. B2B influencer programs are helping brands build credibility, reach highly targeted audiences, and establish trust through the voices of industry experts. At Celtic, we've navigated several B2B programs and have seen the what works and what doesn’t. From these campaigns our team has been able to refine and sculpt influencer programs that mold perfectly with the client’s goals. On paper, B2B and B2C may look like similar strategies, but when it comes to running the campaign, these are two different disciplines.
The core differences lie in who the influencer is trusted for, what the content looks like, and campaign timing. B2B influencers are sought for their expertise, not their reach. For example, in our fly control campaigns for Starbar Products, ClariFly Larvicide, and Altosid IGR, we chose influencers who work in the targeted industry and deal with fly problems daily. These are trusted industry experts whose opinions matter to their audience, and the content reflects that through testimonials, educational videos, and footage of products in action. Unlike consumer influencer campaigns, the goal isn't a quick click to purchase. B2B influencers build trust for the brand over a longer sales cycle, cultivating a recurring customer base.
Consumer influencers, on the other hand, are chosen for the size of their audience, relatability, and aesthetic fit. The content is more lifestyle and lighthearted: hauls, unboxings, and GRWM (get ready with me) videos. The ultimate goal of a consumer strategy is to drive immediate action toward a fast, individual purchase decision.
To sum it up: B2B influencers build credibility over time, while B2C influencers create appeal in the moment.
Given these differences, your campaign plan looks different from the very beginning, starting with research and outreach. B2B influencers have an established audience that looks to them for tips, tricks, and product recommendations that help their business succeed. They aren't going to say yes to a campaign just because there's free product involved, it has to align with their business goals and contribute to their success. They know their audience counts on them for reliable content.
Content production looks different too. B2C influencers lean into entertainment and visual storytelling to sell the product. B2B content may look similar on the surface, but it leans more toward thought leadership with a personal touch.
In our most recent influencer campaigns, we reached out to B2B influencers including Tucker Brown, Natalie Kovarik, Tara Vander Dussen, and Andrea Flemming to deliver messaging around fly control products. This content came in the form of YouTube videos for long-form content and Instagram Reels for short-form content. These influencers have a loyal following and are connected to their audience, making them ideal for a B2B campaign. Since this industry and its products are seasonal, we made sure the content aligned with the timing of the influencers' own operations. Unlike B2C partnerships, which are often one-time occurrences regardless of success, B2B influencer campaigns tend to continue when successful, further strengthening the relationship between brand, influencer, and audience.
Ready to see what an influencer campaign would look like for your brand? Reach out to us and let’s build a program that turns industry voices into your biggest growth channel.