B2B brands use influencer marketing platforms in a strategic way to achieve a range of business goals. Here’s how they typically leverage these platforms:

1. Influencer Discovery: B2B brands often aim to find influencers who are thought leaders within their industry. Platforms like Flinque, Upfluence, and others, allow brands to search for influencers based on keywords relevant to their business or industry.

2. Audience Analytics: B2B brands need influencers whose audience aligns with their target market. Platforms provide detailed analytics about an influencer’s audience demographics, including job titles, industry, geographical location, and more. This helps brands determine if the influencer’s audience is likely to be interested in their product or service.

3. Campaign Planning: Brands use these platforms for coordinating influencer campaigns. This could include tasks like campaign brief creation, content approval workflows, scheduling content, and more. It’s about ensuring the right message gets to the right audience at the right time.

4. Performance Tracking and ROI Measurement: B2B brands look for measurable return on their investment. Hence, they use platforms to track important metrics like engagement, reach, lead generation, and conversions stemming from influencer collaborations.

5. Long-term Partnership: Unlike many B2C campaigns, B2B influencer partnerships often involve long-term collaborations. Platforms facilitate relationship management by providing communication tools and maintaining records of past collaborations.

In summary, B2B brands use influencer marketing platforms for more than just finding influencers. They leverage the platform’s various features to plan targeted campaigns, track performance, and manage ongoing influencer relationships. Different platforms might emphasize different aspects, so finding the appropriate platform depends on the specific needs of the brand.