Ogilvy Study Reveals Groundbreaking Power of B2B Influencer Marketing 

As reported by business executives across Africa, influencer marketing is gaining prominence among business-to-business (B2B) brands, outperforming brand-only marketing by a remarkable 67%. As a response to the global rise, Ogilvy has joined forces with research partner Opinium and LinkedIn to conduct the first ever global study of B2B influence, exploring how B2B marketers can harness the power of influence, to make meaningful impact on business performance.

This ground-breaking research paper titled ‘Influencing Business: The Global Rise of B2B Influencer Marketing’ delves into the next significant growth opportunity for brands aiming to influence decisions, stimulate growth, and cultivate meaningful connections among enterprises. Spanning 11 markets, which include the US, UK, France, Saudi Arabia, UAE, Kenya, South Africa, Singapore, Vietnam, the Philippines, and Malaysia, the study showcases insights gathered from over 500+ senior marketers, complemented by an interview series featuring brands who are utilising B2B influence.


“There is exceptional value for businesses, in participating and earning attention within these emerging spheres of influence. Our research validates this industry shift with proven results from credible business leaders,” says Sanesh Maharaj, Ogilvy’s South Africa head of influence. “Thought leaders and commentators have migrated to new media spaces to create business communities, reshaping how people share, learn, and discuss business. This transformation is redefining the future of stakeholder engagement.

Since 2016, the global market has grown over 20 times, with 62% of TikTok users making purchases based on app reviews and promotions. This study highlights the significant impact of B2B influencer marketing on brand perception and purchase decisions.

“The South African B2B landscape is set to grow exponentially, due to unique purchase point triggers. Businesses seek increased conversions, relying on data, services, and content creators for digital endorsements and brand integration,” says Zimasa Vabaza, entrepreneur and content creator. “More businesses will need creators who can help drive awareness; making content creators indispensable for businesses to sell and tell their story.”

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