Wie finden Sie die richtigen B2B-Influencer*innen?

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Identifying the right influencers for a B2B brand is critical to the success of an influencer marketing campaign. As a reminder, here are the factors to consider when selecting KOLs:

Relevance : The influencer should be relevant to your brand and industry. Look for creatives who specialize in your niche and know your target audience well.
Expertise : Select influencers who are true experts in their field and have a reputation for offering valuable insight and thought leadership. Their credibility and authority can help establish your brand as a leader in the industry. This is especially important since your B2B audience is likely to be more informed than other consumers.
Target Audience Demographics – Make sure the influencers’ target audience demographics match those of your target audience. Analyze followers to see if they match your ideal profile, including age, gender, location, and job title.
Engagement Rate – Consider engagement rate, which has become even more important than follower count. A high engagement rate indicates that the audience is actively engaging with the creator’s content, which can increase the likelihood that your brand’s message will be seen and acted upon.
Previous collaborations : Look at influencers’ previous collaborations with other brands or consider expanding your partnerships. Review the track record and then decide who is best suited for your campaign.
Which companies are successfully running B2B influencer marketing campaigns: two examples of B2B influencer marketing strategies
Some examples of successful B2B influencer marketing activities include IBM’s partnership with India’s leading fashion designer Gaurav Gupta , known for his spectacular, sculptural designs. IBM provided him with its Watson AI platform to create a unique sari, a traditional Southeast Asian garment. The combination of technology and aesthetics, a reputable company, and a well-known designer worked well. The campaign certainly put IBM in the spotlight of some talents in the Indian IT industry, while the return on investment doesn’t tell a great success story. Results included an article in Indian Vogue and another in Indian tech magazine Gadgets 360°, as well as a 2017 YouTube video with 3,700 views.


Another example is the collaboration between SAP and supermodel Karlie Kloss for the “Code with Klossy” project. The aim of the campaign was to promote women’s interest in the IT sector through Klossy’s alter ego as a “nerd.” Although YouTube views rarely reach four figures, the campaign regularly generates content and reaches a wide audience thanks to Karlie Kloss’s enormous popularity and presence on other channels and platforms. SAP went even further and invited the model, along with numerous celebrities, to participate in a virtual “Take Your Child to Work” event under the hashtag #SAP4KIDS. This action was quite successful and generated more than 100,000 clicks and a strong recruitment of future talent.


Digression: B2B Influencer Marketing on LinkedIn
LinkedIn is a powerful platform for B2B influencer marketing campaigns , allowing businesses to connect with a wide range of thought leaders, industry experts, and potential B2B customers. With over 700 million members, LinkedIn is the world’s largest professional network, making it an ideal platform for businesses looking to build relationships and become thought leaders in partners email database their industry.

One of the key benefits of using LinkedIn for B2B influencer marketing is the targeting options . Businesses can use LinkedIn to find and connect with influencers who have relevant expertise and a large following among their target audience. This can ensure that influencers’ content reaches the right people, which can be especially beneficial for niche industries or specialist services.

In addition to targeting features, LinkedIn also offers a number of tools and features to support B2B influencer campaigns. For example, businesses can use LinkedIn’s messaging tools to communicate directly. They can also use LinkedIn’s groups feature to connect with potential customers and engage in industry-specific discussions.

Another important aspect of B2B influencer marketing on LinkedIn is the need for transparency and authenticity. LinkedIn users are often looking for informative and educational content that provides value, rather than overtly promotional messages. Companies should ensure that influencer content aligns with their brand values ​​and goals, and that they clearly disclose relationships or sponsorships with influencers.

The success of B2B influencer marketing campaigns on LinkedIn can be measured