Influencer marketing in B2B was the topic of a webinar we hosted back in 2022. At that time, the space was still finding its feet. Costs were low, TikTok was emerging as a wildcard channel, and few B2B leaders were thinking about creators as serious revenue drivers.
Fast forward three years, and the conversation has shifted. Today, LinkedIn influencers command serious fees, B2B brands are hiring “creators-in-residence,” and the link between influencer content and sales pipeline impact is clearer than ever.
So, what can we learn from that early discussion, and how should B2B marketers approach influencer marketing today?
Why Influencer Marketing Matters in B2B
At its core, influencer marketing is about trust. And in B2B, trust drives demand. Even in complex buying groups, people trust people more than they trust paid ads.
B2B leaders are no longer asking whether influencer marketing is relevant; they’re asking how to do it well.
At its best, it allows brands to extend their reach by tapping into trusted networks and communities. It creates emotional resonance in what is often a rational, data-driven buying process. And it makes it possible to produce credible, human-first video and social content without relying solely on internal teams.
Furthermore, in a marketplace saturated with generic ads and lookalike content, the authentic voice of an influencer can cut through the noise and spark the kinds of conversations that traditional campaigns often fail to ignite.
From Underpriced Tactic to Strategic Investment
In 2022, influencer marketing in B2B was still a bargain. It was described as “an untapped, underpriced market,” but that’s no longer the case.
Rates on LinkedIn, in particular, have risen significantly. Many creators now operate like independent media companies, with structured rate cards, content packages, and established partnerships.
For brands, this means budgeting appropriately and approaching influencer marketing with the same seriousness as other paid channels: with clear objectives, smart targeting and ROI accountability.
It also means thinking long term, because transactional, one-off campaigns rarely deliver the desired results. The most effective partnerships are ongoing, where the influencer becomes a genuine advocate for your brand, building familiarity and trust over time.
While the economics have changed, the opportunity remains strong. And while early adopters benefited from low costs, today’s marketers benefit from more established creators with proven reach and influence.
How to Choose the Right B2B Influencers
One of the most insightful points raised in the webinar was that “there aren’t different types of influencer marketing, there are different types of influencers.” That distinction is even more relevant now.
Success in B2B doesn’t come from chasing the biggest follower counts; it comes from finding the right voices.
Niche creators who share industry-specific insights often have smaller audiences but higher credibility. Practitioners who post authentic content rooted in their day-to-day work can resonate strongly with peers and decision makers alike. And employees with growing personal brands act as natural ambassadors who lend personality and trust to corporate messaging.
What unites all these profiles is authenticity. An influencer who genuinely understands and believes in your product will always have more impact than a generic sponsorship slot. The best content is not just branded; it’s believable.
When selecting a B2B influencer, the 3A’s of influencer fit framework can be helpful:
- Audience alignment – Do they speak to your ICP?
- Authority – Are they respected in your niche?
- Authenticity – Do they genuinely use or endorse your solution?
Influencer Channels That Drive Impact
Three years ago, TikTok was tipped as the “next big thing” for B2B. And while some pioneering brands have found success there, most organizations still see LinkedIn as the primary influencer platform. That’s because its professional context, algorithmic support for personal posts, and concentration of decision makers make it uniquely powerful.
But LinkedIn is not the only game in town.
B2B influencers are increasingly active in podcasts and newsletters, where niche audiences engage deeply and consistently. X (formerly Twitter) still matters in tech and developer communities. YouTube continues to thrive as the home of long-form explainer content.
A multi-platform strategy works best. For example:
- A LinkedIn post can build awareness.
- A podcast segment can develop trust.
- A YouTube demo video can seal the deal.
How to Get Started With B2B Influencer Marketing
Before you reach out to influencers, it’s wise to make sure you’re aligned on key things like:
- Goals – do you want to generate leads, lift your brand recognition or accelerate deals?
- ICP fit – does the influencer’s audience match your buyers?
- Value exchange – can you offer compensation, collaboration or tools that matter to them?
It’s wise to build your own credibility before beginning outreach. If your brand has little presence on LinkedIn, for example, influencers will be cautious about working with you. A strong organic foundation reassures potential partners and strengthens the impact of any campaign.
How to Measure Your Influence Marketing Success
The conversation around measurement has matured dramatically. In the past, soft marketing metrics like reach, impressions, and comments dominated. While those still matter, today’s B2B leaders want a direct line to revenue and pipeline impact.
That means tracking influencer activity against tangible business outcomes such as demo requests, form fills, or booked meetings. It looks like connecting call tracking and UTM parameters to see which influencer-driven clicks result in conversations with sales. And it involves mapping influencer campaigns to opportunity creation and deal progression inside your CRM.
It’s not about choosing between engagement metrics and revenue metrics, because both are essential. Engagement shows you are resonating; revenue proves you are converting. Together, they create a complete picture of ROI.
Solve the Attribution Gap with Lead Forensics
The biggest challenge B2B marketers face with influencer campaigns is attribution. You might see likes, shares, or comments, but how do you know which businesses actually came to your website as a result of that content?
If you use website visitor identification software like Lead Forensics, you’ll be able uncover the anonymous businesses visiting your website, even if they don’t fill out a form.
For marketers serious about building influencer marketing into a repeatable growth strategy, clarity is essential. Lead Forensics will help you adjust tactics when needed, and defend your budget with confidence.
If you’re not already using Lead Forensics, you can claim your free trial now.
