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Time of India

Role of Brand Advocacy in B2B Influencer Marketing

By Ajit Narayan Influencer Marketing - while the words are the same, the usage and application of it are completely different in B2B and B2C. In B2C, one is after brand alignment and emotional appeal, which drives purchasing decisions whereas in B2B, the priority is in category expertise, reliability and category following. And the Influencers are also different. B2B influencers are typically industry experts, leaders themselves and customers who have a voice and bring in opinions in the industry. They play a big role in influencing decisions by companies, be it in hiring or taking on new clients and partnerships. Typically, in B2C purchase or even evaluation, decisions are often impulsive. In B2B, the buying process is complex and involves multiple levels and departments before making a purchase decision, and therefore the expertise of influencers and their reach plays a vital role. Combined with Brand Advocacy , the reach of B2B influencers makes a big difference in reach and engagement as the objectives are aligned: Building Trust and Credibility B2B buyers rely on trusted sources to navigate complex purchasing decisions. Advocates, such as industry professionals or existing customers, lend authenticity that traditional advertising lacks. Employees, Customers or Partners share genuine experiences, case studies, or insights about a brand's product/service, reinforcing its value. As per a Demand Gen Report 2023, 92% of B2B buyers trust recommendations from peers over branded content. Amplifying Reach and Engagement Advocates often have their own established personal networks, giving brands access to niche, high-value audiences. Content shared by advocates generates 2-3x higher engagement rates than brand-owned channels, according to a 2024 LinkedIn study. Humanising the Brand B2B brands can seem impersonal. Brand Advocates humanize them by sharing relatable stories or practical use cases. A customer post about how a product solved a specific pain point, or an industry influencer could discuss trends aligning with the brand's mission is an authentic voice on the use cases. Personalized advocacy content drives 20-30% higher conversion rates in B2B campaigns (per 2023 Influitive data). Drives Thought Leadership B2B buyers seek partners who demonstrate expertise. Advocates position brands as industry leaders by associating them with credible voices. Influencers co-create content like reports, podcasts, or panel discussions, showcasing the brand's innovation or problem-solving capabilities. 74% of B2B buyers consume thought leadership content before making purchase decisions (Edelman, 2024). Facilitating Long-Term Relationships B2B sales cycles are long, often spanning months. Advocates nurture prospects by maintaining consistent, credible engagement. Advocates participate in ongoing campaigns, such as speaking at webinars, contributing to case studies, or engaging in community discussions on social media platforms. Companies with strong advocacy programs see 25% shorter sales cycles (per 2023 Forrester study). In B2B Marketing , both brand advocacy and influencer marketing tango together. And many a times could be one and the same as well. As one could leverage their own key stake holders in the marketing mix to develop and share content favoring the brand. Brand Advocacy involves creating strategic program involving key stakeholders in the mix and a good tactical mix would be to include Influencers as interventions to boost the existing program. In a nutshell it is only beneficial to think of both in a complementary sense rather than different practices in the marketing mix for B2B as they are very similar. Only that the Influencer Marketing is interventional. Whereas advocacy is consistent through the year. (The author is CMO, Socxo. Opinions are personal.)