Marketers who rate their B2B firm's influencer program as very effective are more likely to say they outsource the work, use AI, and keep the program going continually, according to recent research from TopRank Marketing and Ascend2.

The report was based on data from a survey conducted in July and August, 2023, among 425 marketing decision-makers at B2B brands.

Some 34% of respondents rate their firm's influencer marketing as very effective. Compared with other respondents, this group is significantly more likely to say their firm outsources most or the entirety of its influencer program, uses AI for performance tracking, uses AI for influencer identification and selection, and utilizes an always-on influencer program.

The most common uses of AI for B2B influencer marketing are to aid with content creation (53% of respondents say they are using), performance tracking (51%), campaign optimization (44%), and influencer identification and selection (42%).

B2B marketers say they're turning to influencers most often to create social media content (51% are doing so).

B2B marketers say the most significant challenge they face with their influencer program is identifying, qualifying, and engaging with the right influencers.

About the research: The report was based on data from a survey conducted in July and August, 2023, among 425 marketing decision-makers at B2B brands.