How many companies are utilising B2B influencer marketing?

  • Date: 23-Feb-2024
  • Source: Campaign Middle East
  • Sector:Retail
  • Country:Saudi Arabia
  • Who else needs to know?

How many companies are utilising B2B influencer marketing?

According to a study by Ogilvy, the Middle East and North Africa region have embraced Business-to-Business (B2B) influencer marketing faster than global markets, and there is vast potential to tap this channel for impactful stakeholder engagement.

This study on B2B Influencer Marketing, which covered 550 senior decision-makers across 11 global markets, including Saudi Arabia and the United Arab Emirates, represented diverse business sectors including retail, FMCG, legal, construction, technology and others.

What is B2B Influencer Marketing?

B2B influencers comprise subject matter experts, influential individuals and industry leaders who create content that has a positive impact on the brand perception and purchase decisions of customers.

They also contribute to fostering an informed understanding of the business landscape, dispel misconceptions about the market, and help drive investor interest and boost market sentiment.

Saudi Arabia and UAE

The Ogilvy study finds that Saudi Arabia ranks first globally in terms of interest and appetite for B2B Influencer marketing, with 100 per cent of surveyed businesses utilising some form of B2B Influence in their communications and marketing strategies.

The UAE follows closely behind at 96 per cent while the global average in B2B Influencer adoption is 75 per cent.

B2B influence strategy

Ashraf Shakah, MENA PR President, Memac Ogilvy, said: “With 75 per cent