Investigación de mercado de influencers

Influencers are social leaders who build large followings and communities, often online. Their social value and followings allow them to sway the opinions of others. Influencers and thought leaders can inspire others to buy from a particular brand.  The success of Marketing de influencers comes from building relationships and providing social benefits to consumers.

Influencer marketing is becoming popular, especially in the fashion and beauty industries.  Companies are increasingly using Internet personalities to boost general awareness and sales conversions.  Internet personalities can be compensated with fees and royalties to promote products in-person and online.

The principle behind influencer marketing isn’t new. Brands have been using celebrity endorsers for decades. By endorsing products, influencers promote products subtly or overtly to their large followings.  Today’s social media influencers can more rapidly and cost effectively build a following than the celebrities of yesterday.

Impacto económico de los influencers

The Instagram Influencer market size is over $1 billion—just on Instagram.  Some retailers have seen sales increases by as much as 250% when using influencers.  

Los "microinfluencers" son una subsección de influencers que tienen menos seguidores que los influencers con más de 1 millón de seguidores, pero que ofrecen soluciones de marketing de influencers más asequibles y con un alto retorno de la inversión.

Influencer Marketing performance can also be measured.  Choosing the most effective Key Performance Indicators and determining ROI are essential.  ROI can be determined by:

• Número de vistas
• Número de seguidores
• Métricas de participación
• Rendimiento de compras

Influencer Market Research: How Leading B2B Industrial Firms Convert Voice into Specification Wins

Influencer market research in B2B industrial markets has little to do with social media reach. It maps the technical specifiers, plant engineers, EPC consultants, and procurement architects who quietly decide which suppliers make the approved vendor list. The companies winning specification battles in pumps, automation, specialty chemicals, and electrical equipment treat these influencers as a research population, not a marketing audience.

The sales cycle in industrial categories often runs eighteen to thirty-six months. By the time a quotation request reaches a regional sales manager, the specification has usually been written. The influencer was upstream. Influencer market research identifies who that person was, what evidence shaped their view, and how the next specification gets written.

Why Influencer Market Research Matters in B2B Industrial Categories

Industrial buying centers contain six to twelve roles. The economic buyer signs. The user operates. The influencer specifies. Most installed base analytics programs track the first two and miss the third. That gap explains why incumbent suppliers lose share inside accounts where they hold the maintenance contract.

Specifiers in industrial categories cluster around predictable nodes. EPC firms such as Fluor, Bechtel, and Worley write standards that propagate across hundreds of downstream projects. Classification societies, insurance underwriters, and ISA or IEC committee members shape technical language that becomes mandatory in tenders. Identifying the twenty to forty individuals who control specification language inside a category is more valuable than surveying two thousand end users.

According to SIS International Research, a single specification clause inserted by a third-party engineering consultant can route between fifteen and forty percent of a downstream tender population toward a preferred supplier set, often without the operating company recognizing the constraint exists.

The Specifier Influence Map: A Framework for Industrial Categories

The Specifier Influence Map separates four influencer tiers that operate on different time horizons and respond to different evidence.

Source: SIS International Research, B2B industrial expert interview programs

Confusing these tiers is the most common error. A campaign aimed at site influencers will not change EPC specification language. A white paper targeting standards committees will not accelerate a current procurement cycle. Each tier requires its own intelligence stream.

How B2B Expert Interviews Surface the Real Influence Network

Quantitative surveys rarely identify industrial influencers. The people who matter do not respond to panels and do not appear on LinkedIn lookalike lists. They surface through structured B2B expert interviews that follow the specification trail backward from awarded contracts.

The method is direct. Pull a sample of recent project awards in the category. Identify the EPC of record and the owner engineering team. Conduct sixty to ninety minute interviews with specifiers, asking who they consulted, which technical references they cited, and what disqualified competing suppliers. Patterns emerge after twenty-five to forty interviews. The same six or eight names recur across unrelated projects. Those are the influence nodes.

SIS International’s expert interview programs across process industries in North America, the Gulf, and Southeast Asia consistently show that fewer than fifty individuals shape specification language for any given equipment category at the global level, and that roughly one third of them are former employees of the category’s top three suppliers.

What the Best Industrial Suppliers Do Differently

Three behaviors separate suppliers who consistently win on specification from those who compete on price at the tender stage.

First, they fund longitudinal influencer panels rather than one-time studies. Specification language shifts slowly. A panel of forty named specifiers, refreshed annually through structured interviews, builds a directional read on where standards are moving twelve to twenty-four months before tender language changes. Companies including Siemens, Emerson, and ABB run versions of this internally. Mid-tier suppliers rarely do, which is why their share erodes during standard revision cycles.

Second, they map influence by project archetype, not by geography. A petrochemical greenfield in Texas and one in Jubail share more specifiers than two projects of different types in the same city. Geographic sales territories obscure this. Project-archetype intelligence reveals it.

Third, they treat former specifiers as a recruitment channel for technical advisory roles. The transition from EPC specifier to supplier technical advisor is a structural feature of the industry, not a coincidence. Suppliers who recruit deliberately along this path acquire influence assets that compound.

Connecting Influencer Research to Total Cost of Ownership Arguments

Influencer research only converts to share when paired with quantified total cost of ownership evidence. Specifiers will not insert language favoring a supplier on reputation alone. They need defensible numbers on installed base reliability, mean time between failures, energy consumption, and aftermarket revenue exposure.

The sequence matters. Influencer mapping identifies who needs to be persuaded. TCO modeling and reference installation data, validated through independent technical interviews, provide the persuasion. Many industrial marketing programs invert this order, generating content first and searching for an audience second. That sequence produces white papers nobody reads.

Where Influencer Market Research Pays Back Fastest

Influencer market research delivers the highest return in three situations: entering a regulated category where standards are written by a small committee, defending share during a generational equipment refresh, and launching a technology that requires specification language to exist before purchase orders can be issued. Hydrogen electrolyzer suppliers, battery storage integrators, and carbon capture equipment manufacturers face the third condition now. The specification language for these categories is being drafted. The suppliers participating in that drafting will hold structural advantage for the next equipment cycle.

Industrial firms that build sustained intelligence on the forty people who matter in their category move from reactive bidding to proactive specification shaping. That shift is the practical return on influencer market research.

Acerca de SIS Internacional

SIS Internacional ofrece investigación cuantitativa, cualitativa y estratégica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. También realizamos entrevistas, encuestas, grupos focales y otros métodos y enfoques de investigación de mercado. Póngase en contacto con nosotros para su próximo proyecto de Investigación de Mercado.