Does Influencer Marketing Work in B2B SaaS?

In the Q1 of 2024, I had the opportunity to experiment with influencer marketing strategies at ActiveCampaign, specifically in the realm of B2B SaaS. My findings have provided valuable insights into the effectiveness and application of influencer marketing in B2B industries. This article will explore the performance-oriented agreements that can make influencer marketing a viable strategy, the importance of concentrated and niche-specific campaigns, and the role of top SaaS brands in successfully leveraging influencer support.

Performance-Oriented Agreements

One of the key findings from my experiments was that performance-oriented agreements can indeed work in B2B SaaS. These agreements blend upfront compensation with commissions based on end-of-term performance metrics, such as quarterly hits.

The benefits of this model are clear. Both the influencer and the business have aligned incentives. If the influencer hits the set goals, they receive additional compensation, leading to contract renewals. This alignment promotes a collaborative approach among influencers, encouraging them to brainstorm creative ways to drive traffic and achieve the desired outcomes. It’s a win-win situation where the influencer gets rewarded for performances, and the business benefits from enhanced visibility and traffic.

Concentrated and Niche Campaigns

Another important lesson is the value of concentrating influencer posting efforts into specific time periods and niches. For instance, hiring 10 influencers to post once a week for a month focused on the eCommerce space can provide actionable data for analysis. Over time, tools like Tagger can help streamline the tracking of these metrics, making it easier to measure changes in sales and traffic within the targeted niche.

Initially, you can start with a more casual approach, tracking these metrics in Excel. However, as the campaign evolves, robust tools streamline the process, providing more accurate and actionable data. This approach not only helps in understanding the impact of influencer marketing but also in tailoring future campaigns to meet specific business goals more effectively.

Top SaaS Brands and Specific Asset Promotion

Many top SaaS brands have reported the most success when they paid for the promotion or support of a specific asset. This targeted approach allows for a more focused and measurable outcome. For example, rather than broad, non-specific campaigns, brands often thrive when they invest in a particular piece of content, say a case study or a webinar, that highlights a specific benefit or solution that resonates with their target audience.

Best Practices for B2B Influencer Marketing

While influencer marketing offers numerous benefits, it’s crucial to engage with influencers that your audience respects and values for guidance. By doing so, you can significantly boost your brand’s credibility and ensure that your products and services stay front-of-mind among your target audience.

Finding the Right Influencers

With the help of social intelligence tools, B2B businesses can identify their influencers across various social media channels. Today, the landscape is dominated by micro-influencers, making it easier to connect with the right voices. Keep an eye on your key industry blogs and platforms where potential influencers are active. A simple invitation to participate in webinars or to write guest blogs can go a long way.

Your customers and employees can also serve as key influencers. Encourage them to share their experiences and insights, creating a ripple effect that extends beyond paid promotions.

By leveraging these strategies, B2B SaaS companies can effectively harness the power of influencer marketing to drive engagement, credibility, and ultimately, sales.