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  • Writer's pictureLeaf Digital

The Role of Influencers in B2B Marketing

Updated: Feb 20

For foreign B2B brands, navigating the labyrinth of marketing in China poses unique challenges. Marketing and advertising, often overlooked or undervalued by many B2B brands, hold immense potential in this landscape. Amidst this, B2B influencer marketing emerges as a compelling yet underexplored avenue for many.


In this article, we delve into the realm of B2B influencer marketing, also known as KOLs (Key Opinion Leaders), within China’s digital landscape. It's an arena where connections and expertise redefine brand influence, particularly in this multifaceted digital sphere. We explore the nuances of B2B influencer marketing, revealing its transformative role in reshaping brand narratives and fostering authentic connections in China’s complex market. Here, we demystify the power and promise of collaborating with influencers, offering insights into navigating this evolving landscape.

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Digital Marketing for B2B brands: Why you should invest in influencer marketing

Influencer marketing isn't just for B2C brands; it's a powerful tool often overlooked in B2B circles. Astonishingly, only 10% of B2B brands utilize KOL marketing, in stark contrast to the 55% adoption rate among B2C brands. Yet, the return on investment (ROI) for influencer marketing stands at 6.5, twice the impact of paid advertising.


This overlooked potential becomes increasingly vital in the context of the digital transformation within B2B companies. Traditionally reliant on conventional methods like trade fairs and business events, B2B marketing is experiencing a seismic shift.


In this digital age, influencer marketing holds promise, particularly in connecting with niche audiences and shaping purchasing decisions subtly. These influencers, often industry experts, bridge the gap between brands and their target market, enhancing brand awareness, customer acquisition, and fostering new business opportunities. B2B influencers wield the same level of authority and trust as their B2C counterparts, albeit within specific industry niches. What sets them apart is their capacity to humanize brands by crafting unique, compelling content centered around products or services.


The benefits of influencer marketing lie in leveraging the established trust and authenticity these influencers hold. They introduce your brand to their followers in a manner akin to a trusted friend's recommendation, building a credibility that transcends individual sponsored posts. This symbiotic relationship demands investment in co-creation and granting influencers creative freedom to resonate authentically with their audience. This collaborative approach not only fuels innovative content but also nurtures enduring partnerships that benefit both the brand and the influencer.


Click here to find a guide on how to do B2B influencer marketing.

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