The Essential Qualities B2B Brands Look for in Influencers

According to recent research from TopRank Marketing, 91% of B2B marketers say audience relevance and 79% say subject matter expertise are the most essential qualities they look for when choosing influencers to work with.

Marketers also say some of the measurable benefits of working with influencers include brand awareness (84%) and lead generation (69%). The most popular content types B2B brands collaborate with influencers on are blog posts (83%), videos (67%), webinars (64%), and interviews (59%).

The report was based on data from a survey conducted between February 26 and April 26, 2020, among more than 300 marketing and communications professionals who work for B2B firms that engage in influencer marketing.