While there are some who think the expression “influencer” is an expired term, the role of influence on B2B buying decisions is irrefutable.
According to the World Federation of Advertisers, 65% of multinational brands will increase their influencer marketing spending within the next 12 months - and there’s good reason for increased confidence. The 2019 Content Preferences Survey from Demand Gen shows that 95% of respondents favor credible content from industry influencers as a top preference - a 30% increase compared year over year.
Not only is influencer marketing one of the fastest growing areas in marketing, it's also one of the disciplines where B2B brands are seeing trend-setting marketing performance.
For companies operating in the B2B space, here are seven influencer marketing trends worth digging in to for marketing strategy in 2020 and beyond: