ExponentialX

Our Approach

Performance marketing is getting more expensive. SEO is getting tougher in driving breakout growth. What is the next frontier of growth levers for SaaS products?

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Influencer marketing is no longer only for B2C consumer brands. B2B SaaS companies can leverage influencer marketing to drive both awareness and acquisitions.

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Description

B2B Influencer Marketing Strategy

We design your unique influencer marketing approach based on your ICP, stage, product, and goals. B2B influencer marketing is not as simple as driving an impulse ecommerce purchase. It requires deep analysis of your business to craft your unique program.

B2B Influencer Research

We define the criteria for best-fit influencer profiles, search for them, and contact them across platforms, including but not limited to YouTube, TikTok, Linkedin, and Substack. We leverage our own networks and apply our extensive experience working with successful SaaS companies to identify the influencers who are likely to drive the greatest ROI for you.

B2B Influencer Outreach, Negotiation, Payment, and Program Management

We manage the full cycle of the influencer marketing program. We outreach to the influencer candidates, follow up with them, negotiate the best deals on your behalf, take care of the legal and contract processes, and manage the payment process directly with the influencers, so you don’t need to deal with hundreds or thousands of influencers individually.

B2B Influencer Creative Strategy and Oversight

We help guide the influencer campaign’s messaging, tone and voice, and creative guidelines based on your unique brand and product, with the influencers’ unique voice and audience in mind. We manage the creative review process and work with you to ensure the deliverables are of high quality.

B2B Influencer Cross-channel Orchestration

Publishing is only the first step. We guide your in-house team to amplify and repurpose the influencer content, or act on your behalf to ensure maximum amplification of the campaign.

B2B Influencer Marketing Measurement and Reporting

We use our proprietary tracking and measurement methodologies to measure the impact and ROI of each influencer on individual and campaign levels. We don’t stop at measuring reach and impressions, we measure the conversion impact - visit, sign-up, demo request, pipeline, or paid upgrade.

Frequently Asked Questions

What is B2B influencer Marketing?

B2B influencer marketing involves leveraging the credibility, expertise, and networks of individuals (influencers) who have authority within a specific industry to promote a business-to-business (B2B) brand, product, or service. Unlike B2C influencer marketing, which often focuses on broad appeal and lifestyle content, B2B influencer marketing targets niche audiences with specialized needs, aiming to build trust and drive meaningful business outcomes.

How is B2B influencer marketing different from B2C influencer marketing

B2B and B2C influencer marketing differ significantly in their goals, audiences, strategies, and outcomes. Here's how they contrast:

1. Target Audience

B2B: Targets professionals, decision-makers, and companies (e.g., CEOs, managers, procurement teams).
- Focus is on delivering solutions to business problems.
- Audience values expertise, credibility, and ROI-driven insights.
B2C: Targets individual consumers.
- Focus is on lifestyle, emotions, and immediate needs.
- Audience values relatability, entertainment, and aspirational content.

2. Type of Influencers

B2B: Relies on subject matter experts, thought leaders, analysts, consultants, or industry insiders with professional credibility.
- Influencers are often known for their deep knowledge and insights within a specific industry.
- Examples: Industry analysts, LinkedIn thought leaders, keynote speakers.
B2C: Often uses celebrities, social media personalities, or lifestyle influencers with large followings.
- Influencers are known for their relatability, creativity, or aspirational appeal.
- Examples: YouTubers, Instagram models, TikTok creators.

3. Content Style

B2B: Focused on educational, value-driven content.
- Examples: Webinars, whitepapers, LinkedIn posts, case studies, podcasts.
- Emphasis on problem-solving, thought leadership, and data-backed insights.
B2C: Centers on entertaining, visually engaging, or emotional content.
- Examples: Product reviews, Instagram stories, unboxing videos, reels.
- Focus is on evoking desire or creating FOMO (Fear of Missing Out).

4. Platforms

B2B: Primarily uses professional platforms like LinkedIn, Twitter, or industry-specific blogs.
B2C: Focuses on social platforms with high consumer engagement like Instagram, TikTok, Facebook, and YouTube.

5. Sales Cycle

B2B: Longer and more complex sales cycles.
- Decisions often involve multiple stakeholders and require significant research.
- Influencer marketing supports trust-building and nurturing leads over time.
B2C: Shorter and more immediate sales cycles.
- Decisions are often impulsive or emotion-driven, requiring less deliberation.

6. KPIs

B2B:
- Metrics: Lead generation, website traffic, demo sign-ups, content downloads, pipeline influence.
- Focus on ROI and long-term partnerships.
B2C:
- Metrics: Engagement (likes, shares, comments), reach, impressions, sales spikes.
- Focus on brand awareness and short-term sales.

7. Campaign Goals

B2B: Aims to build credibility, trust, and relationships that drive strategic business decisions.
- Example Goal: Increase qualified leads or establish brand authority in an industry.
B2C: Seeks to drive product awareness, create buzz, and prompt immediate purchases.
- Example Goal: Boost sales during a product launch or viral campaign.

Summary:

B2B influencer marketing is about expertise, trust, and long-term impact, targeting niche, professional audiences.
B2C influencer marketing is about visibility, emotion, and driving quick action, targeting broad consumer bases.

B2B SaaS Influencer Marketing

We've worked with exceptional companies

From consumer technologies to fashion leaders – we’ve helped them scale growth.