Thinkers360 2024 Predictions for B2B Influencer Marketing are member-sourced from our opt-in B2B thought leader and influencer community with 100M+ followers on social media combined. The 2024 Predictions for B2B Influencer Marketing are part of a series to provide actionable insights for business and technology executives.
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We asked a selection of our Thinkers360 global thought leaders and influencers about their predictions for B2B Influencer Marketing in 2024. Here’s what they told us…
What are your predictions for B2B Influencer Marketing in 2024?
In the ever-evolving realm of B2B influencer marketing, the key to creating impactful campaigns lies in fostering genuine partnerships that transcend mere transactional interactions. As an influencer, my approach centers on crafting narratives that resonate authentically with both the brand’s ethos and the industry’s pulse, ensuring that the message not only reaches but also engages the target audience on a substantive level. A common pitfall for brands is underestimating the importance of alignment between their values and the influencers they engage with; incongruence can lead to dissonance in messaging, eroding trust, and diminishing campaign effectiveness. Looking towards 2024, I anticipate a surge in the strategic use of AI and data analytics to further personalize B2B influencer initiatives, offering a more tailored and interactive experience that reinforces business relationships and drives measurable outcomes.
– Steve Nouri, Founder at AI4Diversity.
Brands will continue to treat Influencer Marketing like paid media in 2024. That is, you pay an Influencer to say “buy my product because we are great”. Over time, brands will recognise this no different to corporate propaganda and does not create digital resonance with their buyers. Brands are still grappling with the fact that as a buyer, I’m interested in my relationships with other people on social media and not interested in a brand or what it does. 2024 will be the year where brands see that Influencer Marketing is about using the Influencers Influence to create Influence for the brand. For example, joint creation of content, quotes for reports, etc. The Influencer is the expert, the brands job is to “stand next to” the influencer and hope that some of that influence rubs off.
– Timothy (Tim) Hughes, Co-Founder and CEO at DLA Ignite.
B2B Influencers will need to invest their skills in AI to bring cutting edge thought leadership to their clients and to stand out from the crowd. As the saying goes ‘AI won’t replace you but clients will choose you over others if you are using AI. Clients are looking for faster and better ways to deal with the problems they have, it will no longer be enough just be a thought leader in your domain, you’ll need to be able to apply AI to your domain to stay at the forefront. Organisations are looking to drive performance more than ever. Key areas such as efficiency, productivity and cost management are a big focus. In Australia we have seen consulting firms reduce staff numbers after the PWC scandal. Any projects unrelated to digital transformation and tax are being scrutinised in their organisations. For B2B influencers and thought leaders it will be critical to ensure the programs they’re delivering have some way of demonstrating value and relevance to reducing costs and increasing productivity. Environmental Sustainability is still a key area organisations are looking for support in. Stakeholders, in particular customers and employees are continuing to demand better standards of care for the environment and better sustainable practices with their products and services. Those in this field had a very busy 2023 and will continue to do so in 2024. B2B Influencers will need to find a variety of ways to engage new clients using a mix of digital and face to face. As much as sales conversations in a virtual format are on the rise, building trust with ideal customers much earlier and not just social will be key. More intimate connection and conversations will be critical to cutting through digital noise.
– Jane Anderson CSP, Business Coach to Female B2B Consultants and Thought Leaders at Jane Anderson Communications.
AI will be at the forefront of the ‘Influencer’ mindset. People are more and more looking for ways to detach from the high stress of ‘live streaming news’ showing tragedies of human life and the unrest in the world around them. AI marketing can give the consumer that ‘Star Trek holodeck’ experience of grandma’s house during the holidays. The companies that can deliver sensual activating experiences for the customer’s buying experience will see high success in the coming year.
– Amb. Terry Earthwind Nichols, Chairman at Evolutionary Healer LLC.
AI-driven selection processes will become more prevalent, allowing B2B brands to identify and partner with the most relevant influencers in their specific industries. Content diversification will be a priority, accommodating the diverse preferences of professional audiences through various formats like articles, videos and podcasts. B2B brands will increasingly engage in long-term partnerships with influencers, promoting consistent messaging and brand advocacy. These developments reflect the growing importance of personalization, authenticity, and measurable results in B2B influencer marketing for the year 2024.
– Helen Yu, Founder and CEO at Tigon Advisory Corp.
More content means a need to have a clearer perspective
We are already flooded with content, but with generative AI, the volume of content created is only set to increase. As it becomes easier to create and generate content for even those for whom writing doesn’t come easy or naturally, we will be buried in well-meaning, but sometimes less-than-focused content.
– Greg Kihlstrom, Principal at GK5A.
Rise of Niche Gurus: Get ready for B2B businesses to team up with industry mavericks who know their niche inside out. It’s all about speaking directly to your audience with laser-focused and rock-solid credibility.
AI-Powered Influencer Alchemy: Say hello to the influencer marketing crystal ball! Advanced AI and data wizardry will uncover the perfect influencers, letting us see the future of ROI and making sure every partnership is backed by cold, hard data.
Micro-Influencers: Small But Mighty: Small followings, big impact! Micro-influencers are like the hidden gems of B2B marketing. They may have fewer followers, but they pack a punch in engaging those specialized, hard-to-reach audiences.
– Tabitha Jean Naylor, Owner at TabithaNaylor.com Inc.
Brands capitalize on influencer marketing to build trust, reach audiences, influence consumer buying decisions, personalize their marketing, and raise brand awareness. The majority of marketers will find this tactic efficient in the future. AI and ML will play a pivotal role in influencer marketing. VR/AR will still be popular among influencers to create content for B2B brands. Brands’ advancement depends on partnerships with influencers and they should do their best to build win-win partnerships.
– Vladimer Botsvadze, Keynote Speaker, Mentor, Consultant, Trainer at VladimerBotsvadze.com.
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