Thinkers360 Announces Release of 2023 B2B Influencer Marketing Outlook Research

Key findings of the 2023 B2B Influencer Marketing Outlook Research include 82% of audiences using for purchase decisions; impact and relevance key atributes of influencer content; and LinkedIn posts the most effective content type among B2B influencers

DALLAS (Thinkers360) February 10, 2023

Thinkers360, the world’s premier B2B thought leader and influencer community, today announced the release of it’s 2023 B2B Influencer Marketing Outlook Research Report. The purpose of the research was to better understand current and future trends with regard to B2B influencer marketing content creator and content consumer perspectives and their plans for 2023.

The primary research survey was conducted in Q4 2022 among Thinkers360 Members as well as among other creators and consumers of B2B influencer marketing content.

Key findings from the study include:

Consumers of B2B Influencer Marketing Content (Current State)

Making Purchase Decisions – 82% see influencer content as moderately important or higher for making purchase decisions
Impact and Relevance are Key Attributes – Impactful (96%), Relevant (89%), and Actionable (88%) are the key attributes in world-class influencer content
Looking Beyond Social Media Influencers – Primary sources of influencer content include authors (49%), social media influencers (46%), entrepreneurs (42%) and consultants (32%)

Thinkers360 – 2023 B2B Influencer Marketing Survey – Audience Findings

Creators of B2B Influencer Marketing Content (Current State)

B2B Influencers Identify with Multiple Personas – Influencer content creators cited consultants (70%), advisors (61%), social media influencers (61%), authors (59%) and speakers (57%) as the personas they most identify with
B2B Influencers build Brand Relationships – Over 87% of B2B influencers work with 10 brands or less per year, with just 4% working with more than 20
In B2B, Tangible Deliverables Beat Social Media Metrics for Measuring Results & ROI – Tangible deliverables were cited by over 1.5x as many B2B influencers as the most effective measures and metrics compared to social media metrics

Thinkers360 – 2023 B2B Influencer Marketing Survey – Influencer Findings

Creators of B2B Influencer Marketing Content (Plans for 2023)

Specialist Communities amplify Content – Over 95% see specialist communities as either primary or secondary outlets for distributing influencer content in 2023
Articles & Blogs are the Primary Format – Articles & blogs (87%), social media (81%) and speaking (69%) are the primary formats for influencer content creation in 2023
Conferences & Events on the Rise – Social media channels (89%), conferences & events (51%) and specialist communities (49%) are primary outlets for distributing influencer content in 2023

Thinkers360 – 2023 B2B Influencer Marketing Survey – Influencer Plans

The complete report, including extensive analysis and interpretation, is now available to Thinkers360 members at the Pro Plan level and above.

ABOUT THINKERS360

“Connecting global brands and audiences with the world’s foremost thought leaders and influencers on business and technology for game-changing results”

Thinkers360 is an opt-in network of the world’s foremost thought leaders — including academics, advisors, analysts, authors, consultants, executives, influencers and speakers — with over 100M followers on social media combined. The company is differentiated by its unique patent-pending algorithms that measure thought leadership and authentic influence looking far beyond social media alone.

Thinkers360’s enterprise services help global brands find and work with thought leaders and influencers as well as showcase their own corporate executives, experts and content among the community to amplify their brands and “influence the influencers”.

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Join us on Thinkers360 — Connecting Global Brands with the World’s Foremost Thought Leaders and Authentic Influencers for Game-Changing Results!

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