As B2B operations become more digital, so too does marketing.

At the heart of the consumerization of B2B environments is the central insight that “people are people.” More and more people want to make their entire lives as convenient as possible, both professionally and personally. And while companies may sell to other companies, ultimately individual decision makers have the final say on B2B business decisions.

That’s why next-generation behavioral expectations, borrowed from the personal lives of buyers and suppliers, are increasingly driving workflows and innovation. Transforming B2B paymentsSimilarly, consumerization will occur in other elements of the B2B ecosystem, including marketing.

Yes, the era of B2B influencers may soon be here.

the beginning of Digital B2B Marketplace, And that Digitalization in progress By leveraging the B2B ecosystem more broadly, tactics such as leveraging influencers for B2B growth campaigns can potentially deliver huge return on investment (ROI) when benchmarked against traditional strategies. A potentially conducive environment has been created.

But these aren’t your run-of-the-mill TikTok influencers. For B2B influencers to play a transformative role, they and their campaigns need to be tailored to industry specificities with a clear value proposition.

Still, there are still some important approaches that B2B marketers can learn from B2C marketers.

read more: B2B is going digital and becoming more personal

Target hearts and win hearts

Whereas B2C positioning often focuses on differentiation, lifestyle, and emotional appeal to stand out in a crowded consumer market, B2B positioning focuses on expertise, credibility, and credibility. The focus should be on the ability to deliver tangible business outcomes that can be established.

Sujata MamidibasraTikTok’s head of SMB told PYMNTS that focusing solely on virality is a mistake, advising: Focus on building it and you’ll get virality. ”

B2B influencer marketing should prioritize more informative content, focusing on how your product or service functions, performs, and addresses specific business challenges. By engaging with businesses and understanding their pain points, influencers can provide insights that help providers enhance their offerings and better meet the needs of B2B customers.

For example, in the field of construction technology, Vivin HegdeCo-Founder and Managing Partner of North America Zaku Venturestold PYMNTS. Understand the workflow very well. We use the term gentle destruction at construction sites. It means that disruption does not come and destroy everything that exists…Satisfying people’s trust…is very important for product market fit. ”

B2B companies can leverage influencer messaging campaigns that are detailed and aligned to their business goals by identifying collaborative partnerships with potential subject matter experts within specific industries.

“Creators are becoming this new distribution channel.” kit ulrichGeneral Manager of Creator Shopping at LTK, told PYMNTS CEO Karen Webster in October.

read more: The power of precision: Driving revenue from B2B customer data

Impact of positive affect

B2B transactions involve longer and more complex decision-making cycles involving multiple stakeholders and departments. Decisions are typically based on rational factors such as cost-effectiveness, ROI, and business needs.

Rising behavioral expectations fueling an experience-driven world require companies to deliver relevant, personalized digital experiences across the entire B2B customer journey. But without comprehensive and reliable data, efforts may not yield the results companies expect.

“The moment you capture the world through your lens, Past transaction behaviorYou can then leverage the predictive GenAI framework to say something about the likelihood of future transactions. ” pecans CEO and co-founder Zohar Bronfman he told PYMNTS. “We’re evolving in terms of how we run our business.”

And while they may not be the lifeblood of the B2B procurement process, influencers can inspire companies to embrace digital transformation and explore new ways to optimize workflows and processes.

In highly regulated sectors such as finance, influencers with compliance and regulatory expertise can provide valuable advice to businesses. They help businesses deal with complex regulatory environments and ensure compliance with relevant laws and standards.

as Anu SomaniSenior Vice President and Head of Global Accounts Payable and Embedded Payments us bank Global Treasury Management told PYMNTS: “All the innovations that are happening in the consumer space are Expand into the B2B world, the same way. ”