What You Need To Know About B2B Influencer Marketing

Influencers have become powerful voices in digital landscape. They shape opinions and build connections with consumers at personal level.

But have you wondered why brands would tap a well-known industry expert rather than a celebrity to promote their services?

The answer lies in B2B influencer marketing—a strategy that’s more about expertise than fame.

Today, where trust and credibility are everything, B2B influencers are the go-to voices for professional audiences.

In this blog, we’ll discuss;

What is B2B Influencer Marketing?

B2B influencer marketing is a strategic collaboration between brands and individuals who hold significant authority, credibility, or expertise within a specific industry. These influencers help promote B2B products and services who drive brand awareness and influencing decision-makers.

If you take a look at The 2023 B2B Influencer Marketing Report by Top Rank marketing, 94% of marketers believe influencer marketing is a successful strategy for B2B marketing.

In B2B, influencers are often experts, consultants, industry leaders, and niche bloggers who have earned respect in their fields.

B2B Influencers can be;

• Experts and Specialists in specific technical or industry fields
• Consultants with experience in targeted business areas
• Industry Leaders and Pioneers known for shaping industry trends
• Niche Bloggers covering highly specific industry topics
• Authors and Published Researchers with recognized thought leadership
• Technical Product Reviewers who evaluate software, tools, or equipment
• Academic Professors with deep expertise and credibility
• Webinar Hosts and Educators sharing knowledge through virtual events
• Professional Networkers with extensive industry connections
• Content Creators specializing in case studies, white papers, or industry reports
• Event Speakers and Panelists known for insights on key industry issues
• Podcast Hosts and Interviewers focused on B2B themes and trends
• Analysts and Data Scientists who interpret industry data and trends
• Community Leaders and Moderators on platforms like LinkedIn and industry forums
• Former Executives or Founders with experience and influence in their fields
• Association Heads and Board Members for industry organizations

Unlike in B2C (Business-to-Consumer) marketing, where popularity reigns supreme, B2B influencers are valued for their expertise, knowledge, and the trust they’ve built with their professional audiences. They aren’t just promoting a brand—they’re promoting a solution.

It can be defined as;

“B2B Influencer Marketing is a strategy where businesses partner with industry authorities to promote products or services to other businesses, leveraging the influencer’s expertise and network to reach key decision-makers.”

This strategy isn’t about glamour or hype but about trust and authority—two pillars essential to B2B buyer decision-making.

Influencers in the B2B space act as trusted advisors who use their expertise and professional credibility to engage highly targeted audiences, not just popularity. These experts don’t just have large followings; they bring deep knowledge and insights that resonate with businesses looking for real solutions.

B2B vs. B2C Influencer Marketing: Key Differences

Aspect	B2B Influencer Marketing	B2C Influencer Marketing
Audience	Professionals, businesses, industry leaders	Consumers, general public
Influencer Type	Experts, consultants, thought leaders	Celebrities, lifestyle influencers
Content Focus	Educational, insight-driven, industry-specific	Product promotion, lifestyle content
Buying Cycle	Longer, involves multiple decision-makers	Shorter, often individual decision-making
Impact Goal	Trust, authority, and knowledge transfer	Awareness, brand love, emotional connection
KPIs	Lead generation, credibility boost, influence on decision-making	Brand exposure, social engagement, sales conversions
Approach	Formal, data-backed, and expert-led	Creative, visual, and often informal

As the table shows, B2B influencer marketing is goal-oriented, professional, and focused on building trust, whereas B2C is more about brand awareness and emotional appeal.

Benefits of B2B Influencer Marketing

Let’s dive into some of the top benefits of B2B influencer marketing and see why it’s a game-changer for business growth;

1. Builds credibility and trust

In B2B, trust is everything.

Partnering with well-known industry experts makes the brand more credible, and their endorsement helps gain the trust of right audience. When decision-makers see your brand backed by trusted voices, it validates your authority in the space.

Trust isn’t just a bonus in B2B—it’s essential, and influencers can be the bridge that brings it directly to your audience

2. Strengthen thought leadership in the industry

B2B influencers are often thought leaders in their field, and by associating with them, your brand taps into that credibility. This collaboration positions your brand as a knowledge source which increases your reputation as an industry leader.

Thought leadership isn’t about self-promotion; it’s about contributing valuable insights.

3. Reach the right people more effectively

One of the challenges in B2B marketing is reaching the right people—those who truly care about your product or service.

B2B influencers often have highly specialized followers, giving you access to an audience already interested in your industry.

Through these partnerships, your brand can reach a more targeted and relevant audience without the guesswork.

4. Generate more leads with influencer support

Influencers bring in high-quality leads.

Their recommendations resonate with decision-makers who trust their opinion, making leads more likely to convert.

This can supercharge your lead generation, as B2B influencers essentially “pre-qualify” leads with their endorsement.

5. Shorten sales cycles

When trusted experts recommend your brand, it reduces skepticism and speeds up the decision-making process.

Decision-makers are more likely to consider your solution seriously when it comes through a credible voice, often resulting in a shorter sales cycle. Trusted referrals mean fewer obstacles and a faster path to closing deal.

Who Are B2B Influencers?

B2B influencers are key figures who have earned respect and authority in their fields. These are the professionals whose opinions shape industry standards, and they can bring your brand a level of credibility that typical advertising can’t.

They can include:

1. Industry Analysts – e.g., Gartner, Forrester analysts
2. Experts – e.g., Neil Patel, Rand Fishkin
3. Niche Bloggers – e.g., Jay Baer of Convince & Convert
4. Consultants and Advisors – e.g., Dave Chaffey, founder of Smart Insights
5. Corporate Executives with large LinkedIn followings – e.g., Jeff Weiner, former CEO of LinkedIn
6. Academics and Researchers who contribute to industry journals
7. Event Speakers and Panelists well-known in industry circles

Each of these influencers brings unique perspectives, insights, and trust to the table, making them invaluable in shaping buyer perception.

Where Can You Find B2B Influencers?

Locating the right influencers is essential. Here are a few places to find credible B2B influencers:

• LinkedIn: The hub of B2B influencers, ideal for connecting with industry professionals.
• X (formerly Twitter): Known for real-time conversations, X is great for keeping up with trends and finding influencers discussing relevant industry topics.
• Industry Events and Conferences: Many influencers attend or speak at these events, making them ideal places to connect.
• Professional Associations: Organizations like AMA often feature thought leaders.
• Niche Blogs and Podcasts: Many B2B influencers host or contribute to industry-focused blogs and podcasts.

Use tools like BuzzSumo and LinkedIn Sales Navigator  to streamline the search and discover influencers with relevant reach and engagement in your industry.

How to Create a B2B Influencer Campaign

Creating a B2B influencer campaign requires a structured approach. Here’s how to get started:

1. Define Your Objectives

No campaign will succeed without a clear objective.

Start by clarifying what you want to achieve. Are you looking to increase brand awareness, generate leads, or establish thought leadership? Defining measurable objectives will guide your strategy and ensure you stay focused.

2. Identify the Right Influencers

Look for influencers who have authority in your field. Review their engagement levels, audience alignment, and content style to ensure they’re a good fit for your brand’s voice and goals.

3. Develop clear messaging

Work closely with influencers to create messages that align with your brand values and theirs. Authenticity is key; the content should feel genuine and relevant to both their followers and your audience.

4. Create engaging content

Think about the content formats that work well in B2B, like case studies, webinars, whitepapers, or LinkedIn articles. The content should deliver value and insights that resonate with your audience.

5. Measure results

Track metrics like engagement rates, lead conversions, and content reach to gauge your campaign’s effectiveness. This will help you assess what’s working and where there’s room for improvement.

Tips for Running a Successful B2B Influencer Campaign

Running a successful B2B influencer marketing campaign is all about building real, lasting trust with the right people.

To make that happen, you need a strategy that focuses on authenticity. Here’s how to do it like a pro.

Tip # 1: Focus on Long-Term Partnerships, Not One-Off Promotions

One-and-done influencer campaigns won’t cut it in the B2B world. In a space where trust and credibility are paramount, long-term partnerships are the way to go.

Think about it: B2B sales cycles are long. Decision-makers don’t make snap judgments based on a single influencer’s recommendation. But, when an influencer consistently promotes your brand over time, their endorsement becomes far more valuable.

What you can do is;

Work on multiple campaigns with the same influencers. This allows your brand to stay top of mind.

Genuine, lasting relationships with influencers make your brand a trusted authority. This strengthens credibility. Credibility turns lead into customers.

Tip # 2: Set Clear, Measurable Goals (and Track Everything)

No campaign will succeed without a clear objective. And in B2B influencer marketing, that objective must be measurable. Whether you’re focused on brand awareness, lead generation, or thought leadership, tracking specific metrics allows you to see what’s working — and what’s not.

You can track your KPIs that matter. Engagement rates, conversion rates, churn rate and content reach are just a few examples of key metrics that matter. Choose the ones that align with your campaign’s objectives.

Without measurable goals, you’re essentially flying blind and data doesn’t lie.

Use tools like Google Analytics or HubSpot to track ROI.

Tip # 3: Co-Create Content with Your Influencers

Don’t just have influencers promote your brand—collaborate with them to create content that resonates with their audience. Bring influencers into the process.

Their audience trusts them, so their input matters and go beyond simple Instagram posts. Think case studies, in-depth webinars, LinkedIn articles, or industry-specific podcasts. Content like this is more likely to engage decision-makers.

Examples of Successful B2B Influencer Marketing Campaigns

1. SAP – Financials Forum 2024

Objective: SAP aimed to engage the financial sector through a hybrid event.

The SAP Financials Forum 2024 took place over three days, offering expert presentations, hands-on sessions, and networking opportunities. Influencers in the financial and SAP space were invited to attend, livestream sessions, and share event highlights on social platforms. Influencers included;

1. Tobias Naumann (CFO, SAP Germany)
2. SAP Executives and Thought Leaders
3. Tech and Finance Bloggers/Vloggers
4. Social Media Influencers in Tech and ERP
5. Representatives from Mercedes-Benz AG
6. Representatives from Deutsche Börse Group
7. Representatives from SNP
8. Hosts of SAP-focused Podcasts

Topics included SAP S/4HANA migration and financial transformation.

Get more information about this event here; Event report | SAP Financials Forum 2024, DE Edition (March 18-20)

You can find SAP events easily.

Result: The event was a massive success. It trended in Germany for two whole days, and influencers were responsible for driving 50% of all social media mentions. On top of that, the livestream reached an impressive 80,000-100,000 people. SAP even extended the campaign’s value by repurposing the event content on their blog, which was then shared on social media.

Key Takeaway: This campaign shows that B2B companies can rock influencer marketing, too. By live-streaming the event and repurposing the content, SAP maximized reach and engagement, proving that influencers can drive social buzz and generate long-term value for B2B brands.

2. Dell – Influencer Podcast Co-Creation to Stand Out

Objective: Dell wanted to strengthen its credibility and expand its visibility.

Dell partnered with Walter Isaacson, former CNN CEO and renowned author of Steve Jobs, to launch the Trailblazers podcast. The podcast explores how technology and digital disruption are reshaping business. Instead of directly promoting its own products, Dell used Isaacson’s authority and built credibility by associating with his established audience.

The season is not available now. This is the screenshot of Dell Technologies post on collaboration with Walter Isaacson.

Result: The move paid off. Dell boosted the podcast’s reach, credibility, and visibility by aligning with Isaacson’s expertise and influential reputation. Dell wasn’t the star of the show, but their sponsorship elevated the entire campaign’s authority and appeal.

Key Takeaway: This campaign is a perfect example of how B2B brands can use co-created content to build credibility and extend their reach. Partnering with an influential figure for a podcast (or other content formats) is a smart way to tap into existing audiences and boost your brand’s visibility.

These examples demonstrate how strategic influencer partnerships can establish long-term authority in your industry. Influencer campaigns can give your brand the edge it needs to succeed.

B2B influencer marketing can be a powerful addition to your strategy

B2B influencer marketing is about trust, expertise, and credibility—the cornerstones of any successful business relationship. It can help you to;

• Improve credibility
• Shorten sales cycles
• Boost lead generation

Focus on building lasting relationships with the right influencers and the results will speak for themselves.

Provide value. Educate your audience. Position your brand as a trusted industry player.