Reasonable flexibility is key. A good marketer will always keep an eye on the budget. A strong approach is always driven by numbers and stats; the basic criteria can revolve around reach, engagement, conversion, and, most importantly, the alignment of the influencer with your objectives and goals. Active listening can offer better perspective and provide a solid platform for understanding. Neither party should leave the table with a sour taste; that should be the common objective

While there isn't one ideal way to manage it, in my experience a conversation focussed on P4P (pay-for-performance) often turns out the one where finding a win-win is possible. Some tips to make that happen - Move the conversation from inputs to outputs, and eventually to outcomes - Start by clearly defining what success looks like - Set goals for outcomes as tiers (base and stretch) and reward disproportionately for exceeding the goals. This also allows you to penalise for missing them - have a clear framework to measure success put in place from the start, so you never end up in a your-word-vs.-mine trap

When a B2B influencer requests more money, first assess their value—reach, engagement, and alignment with your goals. Open a candid discussion to understand their reasoning and explore creative alternatives, like non-monetary perks or expanding the partnership. Flexibility is key, but stay firm on your budget limits. The goal is to balance fair compensation with a mutually beneficial, long-term relationship. Negotiation should lead to a win-win, or it may be best to respectfully walk away. If you are a B2B influencer please get in touch with us as we regularly work with influencers and are keen to work with you too.

When negotiating compensation with a B2B influencer, it's important to be transparent about budget limitations while emphasising the value of the partnership. Offer alternatives, such as increased exposure or additional services, instead of monetary compensation. If the influencer's request is justified by their impact, it may be worth revisiting the budget to ensure a mutually beneficial relationship.