When most clients hear “influencer marketing,” they usually think of lifestyle creators on Instagram or TikTok promoting consumer brands and their products. But in the B2B world, influencer marketing has become one of the most effective ways to build trust, reach decision-makers and accelerate growth. Of course, the idea of B2B influencers is not new afterall, we’ve been attending or watching programs like TED Talks for almost 20 years. It simply took the marketing world a bit to “commercialize” these “idols” for primetime business marketing.
Today, B2B influencer marketing leverages respected experts, analysts and thought leaders who already influence your target audience’s buying decisions. In a 2024 TopRank Marketing survey, 81% of B2B marketers cited dedicated influencer marketing budgets, including 53% who said their budgets were growing, while 9% will introduce such programs in 2025.
Here are a few reasons to consider incorporating Influencers into your B2B Marketing Strategy.
Builds Trust
B2B purchases can be complex and high-stakes. Often, decision-makers don’t rely on brand messaging; rather they seek insights from credible third party industry experts. Partnering with influencers who have earned your audience’s trust helps your brand distance itself from similar competitive speak.
Extends Reach
Even in niche industries, many influencers have engaged followings across LinkedIn, podcasts, newsletters and webinars. Collaborating with them introduces your brand to new audiences that other marketing tactics might never reach.
Humanizes Technical Topics
Influencers can help to translate complex products or services into clear, relatable information. Their ability to connect with audiences on a human level makes your brand story more accessible and compelling.
Drives Engagement
From panel discussions to LinkedIn posts, influencer collaborations often outperform brand-only content in terms of engagement and shareability. Their credibility can spark conversation as well as impressions.
How to Use Influencers in B2B Marketing
Identify the Right Influencers
Once you have defined your goals and understand your target audience, finding an influencer that is the right fit for your brand is essential to an effective campaign.
Look for creators who:
- Are respected in your industry (analysts, consultants, authors, or active LinkedIn creators)
- Align with your brand values and target your audience
- Produce consistent, authentic and quality content
For micro-influencers, you can reach out directly via private message on their social channels or use social listening or an influencer aggregator tool.
Start with Relationship-Building
Engage with influencers genuinely to show an authentic connection.
- Comment on and share their content and proactively build a relationship. This can also begin to show an association with their followers
- Feature them in roundups or co-branded pieces
- Invite them to your events or panels
Authentic relationships lead to authentic partnerships.
Collaborate on Valuable Content
Beyond a single post or sponsored mention, consider content that can continue to promote the brand even after the partnership ends. Effective B2B collaborations can include:
- Hosting Joint Webinars
- Co-authored whitepapers, articles or reports
- Guest appearances on podcasts or panels
- LinkedIn thought leadership series or expert videos
The focus should be on education and insight — not just promotion.
Measure What Matters
Track metrics that reflect influence and engagement, not vanity numbers. Tie influencer activities to clear KPIs in your broader marketing strategy.
- CRM integration to capture and nurture qualified leads or demo requests
- Content engagement (comments, shares, time on page)
- UTM tracking to measure traffic from campaigns
- Brand sentiment and awareness lift
B2B influencer marketing is not a trend; it’s an important part of a marketing strategy and a shift toward authentic, expert-led communication. When done tactically, it can elevate your brand, deepen trust, and generate measurable results.
