Influencer marketing has become an essential part of any well-rounded B2B marketing strategy. With the rise of social media, influencers have the power to shape opinions, spur action, and drive leads and sales for B2B brands. According to a recent survey by Influencer Marketing Hub, 89% of B2B marketers say influencer marketing delivers better ROI than other marketing channels.
But with so many influencer marketing platforms out there, how do you know which one is right for your B2B brand? In this comprehensive guide, we’ll compare the top influencer marketing platforms for B2B and look at the key factors to consider when choosing the right platform.
The top B2B influencer platforms
There are many influencer marketing platforms to choose from, but some stand out as better suited for B2B brands. Here are the top influencer marketing platforms used for B2B campaigns:
AspireIQ
AspireIQ offers an end-to-end influencer marketing solution specifically tailored for B2B brands. Key features include:
– B2B-focused network of over 250K influencers across business niches
– Advanced matching technology to connect brands with relevant influencers
– Compliance controls for regulated industries
– Robust analytics and reporting
– Dedicated account management
AspireIQ makes it easy for B2B marketers to run targeted, results-driven influencer campaigns. It’s a leading choice for brands in finance, technology, healthcare, and other B2B sectors.
Traackr
Traackr is an influencer marketing platform focused on helping brands build long-term relationships with influencers. Key B2B features include:
– Search and filter influencers based on niche, keywords, demographics
– Tools to identify power middle influencers with high engagement
– Customized tiers to categorize influencers from mega to micro
– Robust analytics on campaign performance
The emphasis on influencer relationship management makes Traackr a great choice for B2B brands aiming for long-term partnerships with influencers.
Mavrck
Mavrck offers an influencer marketing platform tailored for both B2B and B2C marketers. Key features include:
– Influencer discovery tools with filtering by follower demographic, engagement metrics, topics, location
– Campaign management portal to communicate with influencers, deliver assets, provide guidelines
– Pre-negotiated influencer rates based on performance benchmarks
– Full-suite analytics and reporting on campaigns
The combination of sophisticated targeting, campaign management, and reporting makes Mavrck a versatile choice for B2B influencer marketing.
Upfluence
Upfluence provides an AI-powered influencer marketing platform. Key features for B2B include:
– An influencer CRM to build long-term relationships
– AI to identify potential brand ambassadors who best align with campaigns
– Custom reporting onreach, engagement, clicks, conversions
– Multi-channel support for influencer campaigns spanning blogs, YouTube, LinkedIn, Instagram
The tech-driven approach of Upfluence’s platform appeals to many B2B marketers looking for data-backed influencer campaigns.
Impact
Impact offers an end-to-end influencer marketing solution. Key B2B features include:
– Ability to search and filter over 1 million influencers globally by audience, engagement, topic
– Compliance options including FTC disclosure review
– Campaign management portal with real-time performance tracking
– Automated ROI reporting
Impact combines intuitive tech with hands-on support, making it a popular choice for B2B brands.
Key factors to consider
When evaluating B2B influencer platforms, there are several key factors marketers should consider:
Influencer network and matching
A robust network of relevant influencers is critical. Look for a platform that offers advanced matching based on audience, engagement metrics, topics, and keywords. AI-driven matching is a plus.
Compliance
In regulated industries, compliance is non-negotiable. Seek out platforms with built-in compliance controls, disclosure review, and approval workflows.
Relationship management
Long-term partnerships with influencers are key for B2B. Opt for a platform that provides CRM capabilities to nurture relationships over time.
Campaign management
You’ll need built-in tools to communicate with influencers, deliver assets, provide guidelines, and track deliverables. Automated workflows are ideal for streamlining campaign management.
Reporting and analytics
Robust data on campaign performance is a must. Look for platforms with customized reporting on impressions, engagement, clicks, conversions, and ROI.
Budget management
From upfront pricing to milestone-based payments, the platform should provide flexible options to manage budgets and compensation.
Multi-channel support
Influencers interact on a variety of channels, so look for platforms that support influencer campaigns across popular B2B channels like LinkedIn, Instagram, Twitter, Facebook, YouTube, podcasts, and blogs.
Customer support
Running influencer campaigns requires hands-on guidance. Seek platforms with robust customer service options like phone support, chat, project management assistance, and campaign strategists.
Top platforms for specific B2B sectors
While the platforms mentioned above are versatile for many B2B niches, some are better optimized for specific sectors.
Technology
For tech brands, Upfluence and Traackr stand out for their tech-savvy matching algorithms, analytics, and influencer network. Mavrck is also highly popular among SaaS and martech companies.
Finance
In the highly regulated finance industry, AspireIQ leads with their compliance focus. Impact and Mavrck also enable financial brands to run compliant influencer marketing.
Healthcare
With strict regulations, AspireIQ’s healthcare-tailored compliance features make it a top choice. Impact and Traackr also have healthcare-focused capabilities like HIPAA compliance.
| Industry | Top Platforms |
|---|---|
| Technology | Upfluence, Traackr, Mavrck |
| Finance | AspireIQ, Impact, Mavrck |
| Healthcare | AspireIQ, Impact, Traackr |
How the top platforms compare
To help summarize how the top influencer platforms compare for B2B marketing, here is an overview of key strengths:
| Platform | Key Strengths |
|---|---|
| AspireIQ | Compliance controls, B2B-focused influencer network, dedicated account management |
| Traackr | Influencer relationship management, niche targeting, power middle influencers |
| Mavrck | Sophisticated influencer targeting, campaign management, pricing controls |
| Upfluence | AI-matching, influencer CRM, multi-channel support |
| Impact | Global influencer network, compliance, campaign management |
How to choose the right platform
When it comes to selecting the best influencer marketing platform for your B2B brand, follow these steps:
Step 1: Define your goals
Start by getting clear on your objectives. Are you focused on lead generation, brand awareness, content promotion, or something else? Your goals will inform the KPIs to track and platform features needed.
Step 2: Determine your budget
Influencer marketing platforms have different pricing models. Know your budget and look for a platform that fits within scope. Many have customized enterprise pricing.
Step 3: Research industry fit
Pick a platform optimized for your niche. If you’re in healthcare, prioritize compliance capabilities. For tech, choose ones with tech influencer networks.
Step 4: Compare features
Stack the platforms against your must-have features like CRM, compliance, ROI reporting, etc. See how they measure up.
Step 5: Vet matching and analytics
Thoroughly test the platform’s influencer matching and vet their analytics. Quality is key on both fronts.
Step 6: Review customer support
Good customer service will make or break your experience. Evaluate support options and reviews before deciding.
Step 7: Sign up for demos
Take multiple platforms for a test drive. Most offer free demos for you to kick the tires before buying.
Conclusion
With the right influencer marketing platform, B2B brands can drive meaningful results and ROI through influencer campaigns. Focus on your goals, niche, and budget to narrow down the many options. Thoroughly test matching, analytics, and support before deciding on a platform. Implement an ongoing optimization process to refine your influencer marketing efforts over time. When done right, influencer marketing can become a core channel driving lead generation, brand awareness, and content promotion for B2B brands.