Should B2B brands be embracing influencer marketing?

When we think of influencer marketing, the first thing that often comes to mind is the B2C space—social media stars, Instagram ads, and TikTok trends. But what if I told you that influencer marketing could be just as powerful in the B2B world?

Should you be doing influencer marketing in B2B?

The biggest hurdle is going to be shifting your perspective. In B2B, it’s not about flashy endorsements or viral trends but about building credibility and trust. Your audience doesn’t need a celebrity to tell them what software to use—they need someone they already respect to guide them through complex buying decisions. So yes. But the question you should really be asking is: who is that person?

This is where B2B influencer marketing shines. You’re not selling an impulse buy; you’re showcasing expertise, problem-solving, and thought leadership. The people influencing your target audience aren’t ‘influencers’ in the traditional sense. They are industry experts, analysts, keynote speakers, and seasoned business leaders who offer insights and solutions.

Finding synergy with thought leaders

B2B buyers turn to a few trusted sources when making big decisions. These could be industry blogs, LinkedIn thought leaders, respected analysts, or top podcasts in their niche. Partnering with these trusted voices can allow you to leverage their credibility to engage a highly-targeted, qualified audience.

What makes a great B2B influencer?

• Subject matter expertise: You want someone with in-depth knowledge of your industry. It’s not enough for them to be popular; they need to know their stuff.
• Credibility and trust: B2B influencers must already have a following that respects their opinions.
• Engagement in industry discussions: Look for individuals actively involved in webinars, podcasts, conferences, and social media discussions. These are your digital water coolers.

What channels work for B2B influencer marketing?

Now, let’s talk channels. You won’t see these influencers doing TikTok dances or unboxing videos (thankfully). Instead, B2B influencers shine on platforms where depth and nuance matter.

• Podcasts: A perfect fit for in-depth discussions, interviews, and expert insights. Consider partnering with or sponsoring relevant podcasts in your industry. Or, better yet, launch your own! It’s a great way to position your brand as a thought leader while bringing influential voices onto your platform.
• LinkedIn: LinkedIn has become the go-to place for B2B conversations, making it a key platform for influencer marketing. Engaging with thought leaders here can mean everything from sharing blog posts, co-hosting LinkedIn Lives, to featuring them in webinars.
• Webinars and virtual events: One of the best ways to showcase expertise is through co-hosted events or webinars. These allow you to interact directly with a business audience, delivering immediate value.
• Industry blogs and publications: Influencers often contribute to or run their own blogs and industry publications. Sponsored articles or guest blog posts are great for embedding your brand into their established credibility.
• YouTube and video content: While it’s not about fast-paced, flashy content like in the B2C world, B2B influencers do use YouTube for deep dives into industry trends, tutorials, and expert discussions. Long-form content that educates and informs works well here.

Quality over quantity

Unlike in B2C, where mass outreach to influencers is common, B2B is all about quality. You’re not looking for the biggest following; you’re looking for the most relevant and respected voice in your industry. Focus on nurturing meaningful relationships with a handful of thought leaders who resonate with your audience.

And remember that authenticity is everything in B2B. Your audience will see through an inauthentic partnership, so it’s important that your collaboration feels natural and aligns with your influencer’s existing body of work. Thought leaders want to maintain their credibility, so your partnership needs to add value to their audience, not just your bottom line.

SEO bonus

By collaborating with industry thought leaders, you’re not just reaching their audience—you’re getting some sweet SEO benefits too. When these trusted voices mention or link to your business on their platforms, Google sees your brand as more credible. This boosts your domain authority, improves your rankings, and makes your website more likely to show up in search results.

Quality backlinks from well-regarded industry blogs, podcasts, or even LinkedIn posts can give your SEO a serious boost. It’s like a stamp of approval from a reliable source, and search engines eat that up. Plus, thought leaders often have well-established networks, so their mentions of your business can ripple across the web, generating even more organic traffic and engagement.

Summing up

See? Influencer marketing in B2B isn’t about celebrity endorsements—it’s about forming partnerships with industry thought leaders who can give your brand a boost in credibility and visibility. The key is to target the right channels—whether that’s podcasts, LinkedIn, or industry blogs—and to ensure that your partnerships feel natural and add value to your audience. With the added bonus of improved SEO through high-quality backlinks and associations, influencer marketing can be a powerful way to build trust and amplify your B2B marketing efforts.