What B2B Influencers Get Paid and Why

Tim Williams, CEO of Onalytica, joins the Social Pros podcast to talk about the power and rising popularity of influencer marketing in the B2B space.

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Full Episode Details

Tim Williams, CEO of Onalytica, is on the Social Pros podcast to discuss the rise of B2B influencers, how much they get paid, and the best practices for working with them.

Tim takes us into the story of what Onalytica does for brands and shares why he thinks influencers have become so key to the marketing world. He explains that there’s a major trust problem with brands, meaning that marketing is starting to lose its effect – paving the way for influencers to save the day.  

Tim discusses Onalytica’s recent B2B Influencer Compensation Report and what the data shows about how much influencers are paid around the world. He also shares some red flags that brands and influencers should watch out for before starting a partnership.

In This Episode:

  • 4:08 – Tim explains the different stages businesses want to work with influencers
  • 5:58 – Why influencers are replacing the trust that brands have lost
  • 8:14 – How B2B has started to embrace influencer marketing
  • 10:54 - What the B2B Influencer Compensation Report says about payments
  • 14:40 – How the expectations of influencers differ around the world
  • 17:37 – How to measure the effectiveness of B2B influencers
  • 20:25 – Deciding how many influencers and what type of influencers to hire
  • 22:41 – How the demand for influencers is creating new roles in the B2B space
  • 25:40 – Tim explains the difficulty of managing influencers in a broader business structure
  • 28:03 – How Onalytica helps clients determine what employees would make good influencers
  • 30:07 – How the expectations of influencers have changed
  • 35:27 – Tim explains how influencer marketing and account-based marketing will work together
  • 38:56 – Red flags that influencers should be aware of before working with a brand
  • 43:58 – Tim’s top tip for someone wanting to become a social pro or an influencer marketing manager


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