Ogilvy study says B2B is increasingly using influencer marketing

By our News Team | 2023

Influencer strategies are gaining prominence among business-to-business brands and outperforming brand-only marketing by 67%.

PR agency Ogilvy has released its first global study of B2B influence, titled ‘Influencing Business: The Global Rise of B2B Influencer Marketing’.


According to Ogilvy, influencer marketing is gaining prominence among business-to-business (B2B) brands, outperforming brand-only marketing by 67%.

Influencer Marketing

Photo by Ron Lach from Pexels

The African element of the study involved Kenya and South Africa. Other countries surveyed include the US, UK, France, Saudi Arabia, Singapore, Malaysia and Vietnam.


“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 Ogilvy’s Sanesh Maharaj.


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


Among the key findings from the two African markets:

  • In African industries, technology (56%) leads in influencer marketing, followed by financial services and healthcare. In South Africa, retail (62%) takes the lead, while Kenya leads in property and real estate (54%). These trends are influenced by each country’s unique economic advancements and socio-economic demands, with opportunities in financial services (41%) and healthcare (29%).
  • Furthermore, 73% of South African decision-makers are more receptive to information from research organisations, showing a preference for data-driven insights. This is followed by business leaders (48%) and industry journalists or reporters (36%).
  • In Kenya, 64% of business executives highly value industry-expert consultants.
  • Across Africa, 59% of executives confirm that external B2B influencers positively impact employee performance by inspiring new ideas and boosting productivity.

In addition, 49% of C-suite marketers globally believe influencers enhance the brand’s credibility and trustworthiness.


Ogilvy says businesses are being propelled to grasp the value of authentic partnerships so that they can dominate industry conversations, shaping their reputations.


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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.