When people hear “influencer marketing,” they usually think of beauty tutorials, product hauls, or Instagram-ready lifestyle shots. It’s easy to assume this space belongs to trendy B2C brands selling skincare, shoes, or snacks.
But B2B companies are using influencers too, just in a very different way.
With B2B influencer marketing, you’re targeting decision-makers who want useful information, not entertainment. They’re looking for someone who understands their world, speaks their language, and can point them to real solutions.
A 2023 report from Ogilvy found that 75% of B2B companies were already working with influencers, and 93% planned to invest more in the year ahead.
If you’re still asking, “What is B2B influencer marketing?”, this post breaks it down for you. We’ll walk through proven B2B influencer marketing campaigns that help you build credibility, generate demand, and turn real relationships into long-term growth.
1) Partner with Industry Thought Leaders for Educational Content
In the world of B2B influencer marketing, insight is currency.
Your audience wants to hear from people who’ve done the work and understand the nuances of their space, like founders, analysts, consultants, product specialists, or engineers.
You might collaborate with one of these experts on a deep-dive whitepaper covering trends or solutions in your space. Or, you could co-host a webinar that walks through specific problems and how to solve them.
Some brands take it further by producing video explainers or product demos led by known B2B marketing influencers with niche followings and credibility.
Content like this works especially well on LinkedIn, YouTube, and through targeted newsletters. And because it’s evergreen, one solid collaboration can feed multiple campaigns, fuel your sales process, and stay relevant long after it’s published.
2) Launch a LinkedIn Creator Collaboration
Over the past few years, LinkedIn has grown into a full-fledged creator platform.
There’s a growing class of B2B marketing influencers who post daily insights, run newsletters, spark conversations, and drive real engagement among decision-makers. These people aren’t always the loudest, but they’re trusted.
Your campaign ideas can include:
- Sponsored posts or story series on a shared pain point
- Ask-me-anything (AMA) style videos
- Cross-posted content around product use cases
- Co-created carousels or visual breakdowns of industry trends
Make sure the content doesn’t feel like an ad. Your job is to enable the creator to share something useful that naturally ties into your product or service.
3) Build a Micro-Influencer Advisory Circle
Not every B2B influencer marketing campaign needs to be public-facing. In fact, some of the most valuable B2B efforts happen behind closed doors.
Private Slack channels, invite-only strategy calls, and early access previews can create meaningful collaboration with micro-influencers who already have strong ties to your audience. These professionals are living in the same space as your buyers and offering perspectives you may not get internally.
Instead of treating them like hired promoters, position them as true partners. Invite a small group (five to ten trusted voices) to form an insider council. Give them early access to upcoming features, unreleased content, or beta tools. Ask for feedback. Get their take on what’s working, what’s not, and what they’d change. You can even co-create templates, workflows, or resources together.
4) Sponsor a Creator-Led Research Strategy
If your product solves a technical or strategic problem, data is one of your strongest assets.
Many B2B marketing influencers already run their own surveys, publish trend reports, or share performance benchmarks with their audience. But producing this kind of content takes a lot of time and effort.
Sponsor a study led by a trusted creator in your space. You bring the funding and distribution muscle; they bring the credibility, insights, and audience.
The outcome might be a downloadable report packed with actionable insights, a live or pre-recorded walkthrough breaking down the results, or coverage in trade publications with expert commentary. The creator can also share takeaways across LinkedIn, email, or podcast platforms, giving the findings broader reach and staying power.
If you’re not sure how to structure or scale this kind of campaign, working with a full-stack influencer marketing agency can help. A good agency can identify the right creators, align the content with your goals, and handle campaign execution from start to finish.
5) Use Podcast Guest Appearances to Build Authority
Over 40% of American business leaders use podcasts to get their B2B content.
Podcasts remain one of the most effective ways to reach a focused B2B audience. But you don’t need to start your own to take advantage.
Look for established shows hosted by niche influencers in your space. These creators have already built trust with the very people you want to reach. By appearing as a guest, you tap into that trust and gain visibility without the overhead of producing an entire series.
To make it count, your guest should bring more than a pitch. Focus on real-world stories and specific takeaways your audience can use. Weave in how your company solves a particular problem, but keep the tone conversational and unscripted. The more relatable and useful the episode, the better the response.
After the episode airs, repurpose it. Break it into social clips, quote graphics, blog posts, or newsletter content. One good podcast appearance can generate weeks of value if you know how to work it.
6) Create a Branded Content Series with Creator Hosts
If you’re ready for a more advanced B2B influencer marketing strategy, launch your own content series, but co-host it with an influencer.
You want to create a show, blog, or video series hosted by someone who already has audience trust. It could focus on industry news, case studies, career advice, or anything that sparks useful conversations.
A few options to explore include:
- Weekly YouTube series or LinkedIn Live hosted by the influencer
- Email newsletter curated by your creator partner
- Blog content authored (or ghostwritten) under their name
Make the creator the face of the series. Your product should weave in naturally, not dominate the message.
7) Tap Influencers for Product-Led Use Case Stories
A general endorsement could develop awareness, but it rarely moves the needle. What works better (especially in B2B) is showing your product in action.
Ask your influencer partners to walk through how they use your solution to solve a specific problem. This could take the form of a blog post, a recorded walkthrough, or a detailed LinkedIn post. Focus on actual workflows, real outcomes, and honest commentary.
When someone sees how your product fits into a process they already understand, it feels more like a recommendation than a promotion. Furthermore, it gives future buyers a clear example they can relate to.
8) Collaborate on Toolkits and Templates
Templates and toolkits are gold in the B2B world. People are constantly looking for plug-and-play resources that save time and get results. If your product fits into a workflow like project planning, marketing, finance, or hiring, you can partner with a creator to build and promote a free resource.
Here are a few examples:
- Influencer-created Notion template or Excel sheet
- Free toolkits branded with both your logos
- Process maps, checklists, or editable frameworks
These downloads can drive email signups, traffic, and even trial conversions. It’s a great, value-led approach to influencer marketing for B2B brands.
Final Thoughts
B2B influencer marketing is rooted in trust, authority, and consistency. You’re trying to help someone solve a problem that affects their revenue, team, or business strategy.
So, focus less on flash, and more on fit.
The best B2B influencer marketing campaigns come from knowing your audience and finding voices they already trust. Whether you collaborate on a video, report, blog, or live event, the goal is the same: build credibility and make your product the obvious next step.
Done right, influencer marketing can be one of the most powerful tools in your B2B playbook.
