Influencer marketing isn’t just for consumer brands. B2B companies are harnessing the power of influencer marketing to build credibility, reach niche decision-makers and nurture relationships. In fact, 94% of B2B marketers using this approach say it’s effective.

What Is B2B Influencer Marketing & Why Does It Matter?

At its core, B2B influencer marketing is about strategic partnerships with credible figures—think industry experts, consultants, advisors, and even your own executives and employees. These people already have trust, authority and a captive audience within your niche.

By working with them, B2B brands can:

  • Reach key decision makers
  • Build credibility
  • Spark long-term relationships
  • Influence high-value leads

How B2B Influencer Marketing Differs From B2C

Unlike B2C influencer campaigns, which are typically short-lived and emotionally driven, B2B campaigns focus on educational content, trust-building and sustained engagement.

While both B2B and B2C aim to influence audiences, the approach is drastically different:
A table comparing B2B and B2C influencer marketing. The B2B column says: Targets decision maker and niche roles; Content is educational and resource-heavy; Focuses on long-term relationships; Emphasizes authenticity and credibility. The B2C side says: Targets mass-market consumers; Content is visual and emotionally driven; Focuses on short-term engagement; Leans into aspirational and lifestyle content.

 

 

 

 

 

Two Pillars of a B2B Influencer Strategy

An effective B2B influencer marketing strategy encompasses two key elements:

  1. Engaging External Influencers: Collaborate with respected industry voices who can amplify your brand's message and extend its reach.
  2. Empowering Internal Thought Leaders: Cultivate and promote expertise within your organization. Utilize executives, subject matter experts and passionate employees, particularly those who already have strong professional networks, to position them as authoritative voices in your industry. In this way, your own people become the influencers.

Key Considerations for a B2B Influencer Campaign

Before you dive into outreach, make sure your influencer (whether internal or external) aligns with the following:

  1. Content Fit: Does their voice match your brand?
  2. Audience Alignment: Do their followers match your target demographic (aim for 80%+ relevance)?
  3. Authenticity: Are they a respected voice in the industry, with a genuine approach the audience can relate to? Particularly when working with external influencers, it’s important to make sure they don’t come across as a paid megaphone.
  4. Co-Creation: External B2B influencers often expect creative control. For internal thought leaders, it’s important to involve them in the process and ensure they’re comfortable with the content. In both cases, collaborate, don’t dictate.

Why B2B Influencer Marketing Drives Results

B2B influencer marketing is effective because it:

  • Builds trust and credibility
  • Targets the right audience
  • Elevates brand authority
  • Fuels long-term lead generation

B2B campaigns typically include:

  • Thought leadership content on LinkedIn
  • Podcast interviews
  • Speaking engagements (e.g., keynotes, panels, workshops)
  • Webinars or co-branded reports
  • Syndicated blog posts or newsletters
  • Paid amplification through external influencer networks

These formats help ensure longevity and depth, two things B2B audiences value highly.

Our Process: Leveraging Thought Leadership to Drive Results

We help clients create and share compelling content, developing their internal thought leaders and amplifying their reach through external influencers.

Here’s how we do it:

  1. Audit Expertise and Niche Positioning: We assess your organization's unique insights and areas of authority.
  2. Develop a Content Strategy and Engagement Roadmap: We craft a plan that highlights your internal experts.
  3. Create Branded Content Across Relevant Platforms: We produce and distribute content that showcases your team's knowledge and perspectives.
  4. Collaborate with Industry Voices to Co-Create Value: We help you partner with external influencers to enrich your content and amplify its reach.
  5. Track Performance and Optimize Based on Results: We monitor engagement and refine strategies to maximize impact.

Final Thought: Thought Leaders Are the Influencers of B2B

The most robust and effective B2B influencer strategy combines the credibility of external influencers with the authenticity of internal thought leaders. In fact, executive and employee ambassadors were featured in over 80% of recent B2B influencer campaigns. If your brand isn’t tapping into its own network of people, you’re leaving reach and influence on the table.

Are You Ready to Become an Industry Thought Leader?

Let’s talk strategy.