Amir Shemony on Why B2B Brands Are Utilizing Influencer Marketing

Amir Shemony
3 min readDec 6, 2022

Today’s consumer and corporate decision-makers are more demanding than ever before. They are more likely to be influenced by digital factors and trends. The rise of digital advertising has caused people to become more susceptible to it. Traditional marketing strategies can no longer work effectively with today’s digital-savvy consumers.

Many B2B companies successfully use influencer marketing. This type of marketing can help boost a brand’s reputation and increase sales. Aside from being effective, it can also help promote a company’s brand awareness.

Understanding What B2B Influencer Marketing Is

Essentially, B2B Influencer Marketing is a type of marketing that involves using prominent individuals to promote a brand message. Unlike traditional marketing, this method doesn’t include selling directly to a group. Instead, it allows companies to hire and pay market influencers to promote their products and services.

In addition to being able to promote a brand message, influencer marketing also involves using social media and content marketing. Because of how important content is nowadays, you must develop effective marketing strategies. It’s important to find individuals with deep industry knowledge who can seamlessly tap into conversations between corporate buyers and executives.

The Pros of B2B Influencer Marketing

There are various advantages to using B2B influencers as part of your marketing strategy. B2B influencers can provide you with a unique perspective that can resonate with your target audience. They can also provide you with authentic thought leadership. These types of individuals can help you build a more substantial brand presence.

One of the essential advantages of using B2B influencers is their access to valuable networks. These individuals can help you connect with your target audience and provide valuable insight into their pain points.

The Cons of B2B Influencer Marketing

Unfortunately, there’s a growing trend of users losing confidence in influencers. This is due to various issues, such as poor judgment and criminal behavior. Working with individuals in this spectrum can be detrimental to a brand. Big influencers are known to leave users with a bad taste in their mouths due to their actions and earnings.

Getting caught up in the ongoing research into finding an ideal influencer can lead to costly mistakes. For instance, if you spend a lot of time looking for an influencer with nasty tweets, you might end up with someone with a criminal record who doesn’t support your brand.

You often leave most of the marketing to the influencer, which can be tricky. Influencers can make mistakes and post content that doesn’t perform well. Some of the most common mistakes an influencer can make are not disclosing their sponsored content, botting to boost their following, and ignoring FTC guidelines.

Final Thoughts

Through influencer marketing, businesses can earn a lot of money for every dollar they spend. According to the 2020 Benchmark Report of the Influencer Marketing Hub , companies can earn around $5.78 for every dollar they spend on this type of marketing.

The high ROI of influencer content is due to how it stands out in the crowd and how effective it can be when promoted within the influencer’s network. This content is also beneficial for businesses as it allows them to connect with their target audience and provide them with the latest information.

Originally published at on December 6, 2022.



Amir Shemony

Amir Shemony is a tech-forward, certified digital marketing expert who lives and works in Cincinnati, Ohio. Visit to learn more.