I'm working with a SaaS client on a B2B influencer campaign, and it's helping me realize many SaaS companies in the eCommerce space don't think enough about this marketing initiative.

You can post demo videos of your product until your blue in the face, but it’s hard to get the attention of your ideal customer that way.

Instead, borrow the audience of thought leaders in your space. That’s where your customers eyeballs already are.

So, I put together a breakdown of how I’d think about putting together a campaign like this.

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What even is a B2B Influencer?

A B2B influencer is a thought leader who has built credibility within a specific industry niche and can influence the purchasing decisions of other businesses and professionals.

Unlike B2C influencers - who focus on consumer products - B2B influencers target decision-makers and executives in the professional sphere.

Where do I find B2B Influencers?

Read the Tea Leaves

I have been following Brian Blum (no relation) since I met him at ShopTalk this year.

You know who else is consuming his content? Other industry leaders. As in, potential clients and partners of mine.

In other words, read the tea leaves. Who are you following? Who is currently influencing you? Odds are, you’re customers - other decision makers in your space - are also influenced by these same accounts/personalities.

Work with a dedicated B2B Influencer platform

My pick here is Passionfroot. They make it super easy to find the right B2B creators for you.

Final “normal” creators, too

Usage rights for bigger B2B influencers in your space are expensive, so supplement with micro-influencers.

Partner with them to create tailored content for paid social - preferably Instagram, LinkedIn and X. Usage here is much cheaper, and many platforms can help you find the right micro-influencers to work with.

My pick is Minisocial - you can make an account here.

When vetting potential B2B Influencers, ask them to share:

• audience analytics on the platforms you are interested in (Instagram, TikTok, LinkedIn, etc.)

• media kit

• past content partnerships, especially with B2B/SaaS companies

Recommended budget breakdown

Put approximately 70% of your budget towards B2B Influencer Partnerships and 30% towards running paid ads using “regular” influencers.

So, for example, if you have $20K to dedicate towards this campaign, I’d set aside $14K to spread across 3-4 B2B influencers and $6K towards hiring micro-influencers and putting some paid spend behind the content you create together.

Spread your budget out

Like I just mentioned, don’t spend your entire budget on one B2B Influencer or one creator to create some ads for you.

Spread your budget out across 3-5 in each bucket. This way, you’ll be able to create multiple assets and test multiple audiences. Odds are, you’ll see who is the best partner to continue working with, and who you shouldn’t engage again.

Build a B2B Creator Database

Pull in 20-30 names. Break them into 3-4 tiers. Reach out to a dozen.

Get quotes and gather info. Get on a call with your short list.

Walk them through your platform and let them ask questions.

Ensure they understand your product so they can explain it to their audience.

Don't be afraid to negotiate. Don't settle until you're comfortable and excited about the partnership.

If you feel like you're paying too much, listen to that feeling, but don't be afraid to take a chance.

Once you’ve identified a handful of creators to work with for paid ads

Provide them with scripts. Send them brand materials and brand messaging. Help them help you. It’s always surprising to me to run into SaaS companies that don’t have clear brand guidelines and assets that they can quickly share with external contacts.

This is all pre-campaign work. Tracking performance and building on the success and learnings that come from this campaign is an entirely other part of this whole thing, and just as important.

Shoot me an email ([email protected]) if you have any questions.

See you next time ✌️