Nearly half of business-to-business (B2B) marketers (49%) point to integrating influencer content across their marketing strategies as a top trend in 2025. This underscores how quickly B2B influencer marketing is gaining traction. But as interest rises, many companies are falling into the trap of outdated practices—chasing the wrong metrics and partners, and treating influencer relationships like one-off transactions. The outcome is often wasted budget with few real results.
To create influence that drives measurable ROI, B2B brands need more than hype. Success depends on setting clear objectives, developing intentional partnerships, and creating content strategies that connect with the right audiences. With the right approach, influencer marketing uses leading voices to amplify your reach and build the kind of credibility no ad campaign can buy.
What is influencer marketing?
Influencer marketing is the practice of collaborating with individuals who have established authority and loyal audiences. This often happens on social media, but can also occur across blogs, podcasts, or industry platforms.
Influencers co-create content with brands, share product insights, or broadcast messaging to their communities. In the business-to-consumer (B2C) world, this often looks like lifestyle creators promoting consumer products to large audiences. In B2B, the dynamic is different. Influencers might be industry experts, analysts, thought leaders, or even employees who can lend trusted, experience-driven perspectives to targeted buyers.
At its best, influencer marketing goes beyond endorsements. It’s about creating authentic connections that build confidence, spark conversations, and position your brand as a reputable player within your industry.
Why use B2B influencer marketing?
Some companies dismiss influencer marketing as strictly a B2C tactic. But in reality, it’s just as powerful—if not more so—in the B2B space. Buyers don’t just want flashy ads; they want insights from authoritative sources. They turn to industry experts for guidance on trends, answers to complex challenges, and clarity on where the market is heading. That’s exactly where influencers can deliver value.
Influencer marketing can also support the full sales funnel:
- Top of funnel (Awareness): Partnering with thought leaders introduces your brand to new audiences. Even if prospects aren’t ready to buy, you’re establishing familiarity and assurance early on.
- Middle of funnel (Consideration): Influencers sharing personal experiences with your product or service can spark meaningful conversations and help prospects connect your solution to their needs.
- Bottom of funnel (Decision): Because B2B sales cycles are often long and complex, influencers who provide detailed case studies, tutorials, or technical insights can drive prospects closer to a buying decision.
While 67% of B2B brands use influencer marketing to build awareness, 54% use it to strengthen credibility and trust. Other primary goals include boosting audience engagement and customer loyalty, informing product development and co-creation, and revenue growth. Ultimately, B2B influencer marketing helps brands connect with the right audiences, shape buying conversations, and create measurable sales impact.
9 best practices for B2B influencer marketing
So how do you build an influencer program that works in the B2B world? Here are some proven strategies and tips to guide your approach.
1. Define clear objectives.
Before reaching out to influencers, know what you want to achieve. Are you trying to boost awareness, establish authority, generate leads, or support sales enablement? Setting objectives ensures that your influencer program aligns with your broader marketing goals and gives you a benchmark for measuring success.
2. Do your homework.
Choosing the right influencers isn’t just about follower counts. Look at who they are, the tone they use, and the kind of conversations they spark. Start by reviewing your own follower list—you may already have industry voices who are paying attention to your content. The key is finding partners who reflect your brand values and whose audience overlaps with your target buyers.
3. Build a thoughtful strategy.
Unlike B2C, B2B influencer marketing requires careful planning. Map out the role influencers will play in your campaigns, and think about diversifying your partnerships. A mix of macro-influencers (with broader reach) and micro-influencers (with niche authority) can help you cover more ground and resonate with multiple segments of your audience.
4. Choose the right platforms.
Not all platforms carry the same weight in B2B. LinkedIn remains the top channel for professional influence, but don’t overlook YouTube for tutorials, podcasts for thought leadership. Internal company experts can also serve as brand ambassadors. Remember: it’s less about where influencers have the largest audience, and more about where they have the right audience.
5. Prioritize authenticity.
Influencer marketing works because it feels genuine. Give your partners creative freedom to share their honest perspectives rather than handing them a script. Their followers look to them precisely because their content feels authentic. Overly controlled messaging can undermine that loyalty.
6. Build long-term relationships.
Think beyond one-off campaigns. B2B influencer marketing delivers the most value when influencers become ongoing partners who consistently engage with your brand. This sustained approach creates stronger alignment, deeper storytelling, and greater credibility for your business. In fact, 58% of B2B marketing teams use an “always-on” influencer strategy—and 99% of those teams say it’s effective.
When it comes to compensation, consider more than the financial. Exclusive access, early product previews, or unique opportunities for collaboration can be just as powerful in building loyalty and keeping partnerships strong.
7. Measure and adjust.
Track campaign performance with analytics tools. Look beyond “vanity” metrics like impressions to focus on engagement, lead quality, website traffic, or even sales pipeline influence. Measuring results not only proves ROI but also helps refine future campaigns.
8. Recognize everyday influence.
In many ways, every interaction on social media can influence perception of your brand. Respond thoughtfully, acknowledge your audience, and engage with respect. A culture of genuine interaction can amplify the effectiveness of your influencer partnerships.
9. Stay flexible.
Social trends shift quickly. Keep testing, iterating, and adapting your influencer strategy to stay ahead of the curve. What works today may not work tomorrow, so an agile approach is key.
B2B influencer marketing isn’t just a trend—it’s a powerful way to extend your brand’s authority, build trust, and create meaningful connections with your target audience. But success doesn’t come from chasing follower counts or transactional deals. It stems from strategy: setting clear goals, choosing the right partners, fostering authentic relationships, and measuring impact.
If you’re ready to create real influence for your B2B brand, get in touch with us for a free 60-minute consultation.
