Learning from B2C: How to manage Influencer Marketing in B2B
(A2024-119656)

AUTHORS

Selina Hager, University of Applied Science Upper Austria; Christopher Kanitz, University of Applied Sciences Upper Austria, School of Business and Management, Study Programme Global Sales and Marketing; Michael Schade, University of Bremen

ABSTRACT

An increasing number of B2B organizations turn to influencer marketing. Nevertheless, the maturity of influencer marketing in B2B is still rather low. Therefore, the study aims to provide insights into the influencer selection process and the overall process of influencer marketing in bridging the gap between B2B and B2C marketing. A qualitative research design conducting in-depth interviews with seven respondents was applied. The empirical findings comprise a 7-dimensional guide map for B2B influencer marketing, distinguishing (1) insourcing vs. outsourcing, (2) aims, targets, and key performance indicators, (3) compensation, (4) challenges of influencer marketing, (5) selection of digital media channels, (6) bridging the gap between B2B and B2C influencer marketing, and (7) future trends of influencer marketing. The findings suggest that B2B companies should consider the differences between B2B and B2C. A simple “copycat approach” of B2C influencer marketing will not be successful.