What are the top challenges B2B firms face with their influencer programs? Do they have dedicated budgets for those programs? What are their top influencer marketing priorities to improve results? Which B2B influencer content types are most effective?
To find out, TopRank Marketing and Ascend2 conducted a survey in September 2024 among 404 B2B marketing professionals in the United States who work for firms with 100 or more employees.
Respondents say the top challenges they face with their B2B influencer programs are identifying and connecting with the right influencers and measuring results.
Some 81% of respondents say they have a dedicated budget within their marketing plan for influencer marketing.
Respondents say their top priorities in the coming year to improve the results of their B2B influencer marketing strategy are audience targeting/segmentation and performance/ROI measurement.
Some 56% of respondents say social media posts is the most effective content type within their influencer program.
About the research: The report was based on data from a survey conducted in September 2024 among 404 B2B marketing professionals in the United States who work for firms with 100 or more employees.
