Influencer marketing typically involves partnering with credible and influential figures in your industry to create social media content. It is often associated with B2C companies because influencers typically have large, engaged audiences made up of everyday consumers.
Despite this, influencer marketing for B2B is gaining traction as companies understand the importance of community building within their industries. According to an Ogilvy report published in September 2023, 75% of B2B marketers are now investing in influencer marketing, and nearly half (49%) believe that influencers can enhance the credibility and trustworthiness of their brands.
This shift signals that influencer marketing for B2B is becoming an essential strategy for marketers looking to connect with a professional, industry-focused audience. Despite its increased popularity, B2B influencer marketing is still typically relatively inexpensive compared to many traditional B2B marketing methods.
If you’re considering dipping your toe into the world of influencer marketing for B2B, here are some of the top strategies to be aware of before you start.
Figuring out your goals might seem like an obvious step, but it’s one that businesses often miss out. You should set them early, and review them regularly to make sure you’re on track.
Some possible goals could include:
Figuring out your goals will help you to understand the most effective ways to incorporate influencer marketing into your business strategy, and ensure that you partner with recognized thought leaders who can deliver on your goals.
A year is a long time on social media, and trends change rapidly. What is working in January 2025 won’t necessarily work in July.
One of the best ways to shape your own B2B influencer marketing strategy is by learning from others. Looking at successful campaigns within and outside your industry can provide valuable insights and help you come up with fresh ideas.
This can involve:
The goal isn’t to copy other brands directly, but to use them for inspiration to find unique opportunities that other businesses might be overlooking.
While it might be tempting to partner with influencers who have massive followings in an attempt to reach the largest audience possible, sometimes smaller, more niche B2B marketing influencers can offer greater value. These influencers often have highly engaged audiences that trust their recommendations and are more likely to convert.
To find the right fit for your brand, look for B2B marketing influencers who are already creating content relevant to your business and whose audience aligns with your target market. Their content should resonate with your industry and speak to the challenges or interests of your ideal customers.
You can find B2B marketing influencers who have significant reach and engagement using tools such as Traackr, BuzzSumo, and followerwonk.
When it comes to B2B marketing, LinkedIn is often the first platform that comes to mind, and for good reason. As the leading platform for professionals, LinkedIn offers unique opportunities for B2B influencer campaigns. Its ability to attract key business decision-makers helps it stand out from other platforms.
A recent example of a standout B2B influencer marketing LinkedIn campaign that performed well in 2024 was Hootsuite’s giant newspaper stunt, in which LinkedIn influencers working in social media filled their LinkedIn feeds with giant newspapers that announced the new report. The purpose of the campaign was to drive downloads of the new report, and it was wildly successful.
While LinkedIn might attract a different audience than many other social media platforms, it still aligns closely with broader social media trends.
For instance, video’s dominance on social media extends to LinkedIn, given that total video viewership on LinkedIn is up 36% year-over-year, according to a LinkedIn report published in October 2024. This makes video-based B2B influencer marketing LinkedIn campaigns an even more powerful tool for engaging your professional audience.
While Facebook may seem like an outdated platform for B2B marketing in 2025, it’s still a great way to build highly engaged communities online.
Creating a Facebook group focused on your industry allows you to address common challenges, share valuable resources, and foster ongoing discussions among your target audience so that you become a go-to resource for them.
To enhance engagement and credibility, consider co-hosting these groups with influencers or collaborating with them to lead discussions, Q&As, or exclusive events. This can also encourage new followers to join your community, creating a network effect that grows your brand’s presence organically.
While platforms like TikTok and Instagram are typically associated with B2C marketing, they are proving their value in the B2B space in 2025. After all, B2B marketers are human too, and they’re also drawn in by great content.
The key is understanding how to leverage each platform's strengths and tailoring your content accordingly. For instance:
Don’t forget to track and measure the success of your B2B influencer marketing campaigns along the way
While watching video views skyrocket or seeing a video go viral can be exciting, it's not necessarily the best way to gauge the success of your B2B influencer marketing campaigns. What matters most is whether you're meeting your goals.
Continuously monitoring key metrics (such as the ones we recommended at the very beginning of this article) is essential to optimize your strategy, prove ROI, and ensure your campaigns are reaching the right audience and driving real results.