What is a BtoB influencer?

What is a BtoB influencer?

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Do you think that all influencers just post stories of their pets or the matcha they bought before going to the office? Think again!

There are content creators that are aimed at decision-makers and actors in the professional world, of today and tomorrow and play a crucial role in communication business decision makers.

But what are the specificities of this new profession in full expansion ? What businesses are getting started in The BtoB influence in France ?

In this article, we offer you a dive into this universe that has much more to offer than a simple “like”. I let you discover the universe of the BtoB influence!

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You will discover:

• Who are the BtoB influencers?
• Why use BtoB influencers?
• What does a campaign with a BtoB influencer on Linkedin mean?

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Who are the BtoB influencers?

A BtoB influencer Is a person, with a expertise in a particular sector, who uses its network and its credibility to influence the decisions of other businesses.

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Unlike BtoC influencers, who mainly target the end consumer, BtoB influencers are aimed at professionals and/or managers from various sectors such as

• The world of disability
• legal advice
• From retail
• Of real estate
• accounting expertise
• cloud software...

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To do this, they build their own editorial line and distribute content educational, informative, or oriented towards specific solutions.

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This can be translated into different types of formats:

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1/ LinkedIn posts which can take the form of carousels, short videos, infographics,...

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2/ Audio or video podcasts, reusable through different types of communications (e.g. a newsletter)

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3/ Webinars, format that allows services or products to be promoted quickly and effectively and/or to answer questions to potential prospects

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4/ Books, longer and more elaborate format (scenography, animator, expert guests,...)

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These types of formats aim to educate the audience, share best practices, or present analyses of market trends, in connection with the promotion of professional products or services.

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But what are the qualities sought in a BtoB influencer? 

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For a BtoB influencer to have a real impact, they must have several key skills and qualities.

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La credibility is one of the first qualities sought after.

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A good BtoB influencer is someone who has demonstrated expertise in a specific field. It should be perceived as a reliable reference by its audience, whether they are experts, managers or other professionals in the sector.

Sa community must have a minimum size (between 7K and 10k) and have the capacity to reach a qualified audience of decision-makers in a sector of activity or to interact with opinion leaders.

Son genuineness is crucial; professionals are often more sensitive to the discourse of their peers and to the sincerity in exchanges, it must establish a lasting relationship of trust with its community.

Finally, a BtoB influencer must:

1/ Be able to do well understand the challenges of businesses.

2/ Adapt your speech: Know how to value technical/strategic concepts or popularize them according to the client's typology.

These are key skills that allow you to capture the attention of a demanding professional audience.

This is where the role of a talent manager is essential in order to identify the perfect influencer for your campaign, who combines all these qualities.

But to find out more, go here to discover our influencers!

Why use a BtoB influencer?

The BtoB marketing has evolved over the years, and today, businesses are increasingly looking to Differentiate in an increasingly competitive environment.

Using BtoB influencers in a communication strategy has become a powerful lever to reach complex goals, like the lead generation, the increase in the credibility And of the visibility on the market or even the construction of lasting relationships.

But why are they so important and what impact can this have for a business?

A BtoB influencer offers several considerable advantages for a company:

• Increasing visibility With a targeted audience. A BtoB influencer with a wide reach in a specific sector allows a company to become known more quickly among professionals or key decision-makers.

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• La credibility is also strengthened: the recommendations of a trusted influencer act as a guarantee of quality and expertise for the company.

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• In the BtoB field, the trust is essential. When a recognized expert recommends a solution, it reinforces the trust of prospects, giving them the assurance that the product or service offered is interesting and beneficial for their business. Their impact is also strong in the purchase decision. According to this study, 69% of consumers trust the recommendations of influencers.

What does a campaign with a BtoB influencer on LinkedIn mean?

It all starts with a customer who contacts us and shares a brief, with one or more objectives, such as increasing its reputation, generating leads,.. And a/of targets (business or sector) to be achieved.

Next step: make way for brainstorming ! Our challenge is to imagine a creative concept that will be able to meet the specific expectations of the customer. As soon as the idea is validated, The BtoB influencer enter the scene!

The agency then plays a key role in selecting the most relevant influencer, the one who best embodies the image and values of the company, and whose audience corresponds to the Aimed target.

A phase of co-creation between the agency, the client and the influencer begins. This collaboration makes it possible to personalize messages and to design content aligned both with the editorial line of the influencer, customer goals And the expectations of its target audience .

Take the example of the campaign carried out for Lefebvre Dalloz, leader in legal and fiscal knowledge.

The brief was: bring visibility to their new legal AI product “Genia-l”, get people talking about their Genia-l Live Experience event on the La Défense square, and generate sales for the books: Social Memento, Mémento Comptable and the Manager's Guide.

The agency Les Années Folles has thus imagined a communication strategy that responded to these challenges, then a selected four influencers : Marco, Vincent, Romain and Florence with an audience covering professions HR, accountants, financial experts and managers. 

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The results: This approach allowed Lefebvre Dalloz to not only increase the visibility of its products, but also to generate a significant number of qualified leads, while strengthening its position as a key player in its field

If you too want to create a creative campaign with a BtoB influencer → Make an appointment

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You have understood it well, if you want to boost your reputation with a quality target, choose the right one or more influencers in a BtoB strategy, is essential.

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This is the guarantee of a successful influence campaign for a brand thanks to a qualified audience, authentic and credible messages delivered!

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