Future-proof B2B marketing? Influencers to the rescue

The B2B decision-maker is no longer the classic, old-school man or woman in a grey suit. Today, more decision-makers are scrolling through TikTok and Instagram. These are the same people who no longer have blind faith in traditional advertising, but do trust the opinions of experts and peers. That’s where B2B influencer marketing comes in.

B2B marketing in a new era

The idea that influencer marketing only belongs in B2C, with beauty brands and lifestyle products, is outdated. The creator economy is growing explosively, including in B2B marketing. Recent research shows that:

60% of B2B marketers plan to increase their influencer marketing budget.

75% of marketing decision-makers call social media their most important marketing channel.

88% of CMOs advocate for more creative campaigns in B2B.

The same person making business investments is scrolling through TikTok and watching YouTube reviews in the evening. Any brand wanting to connect with the new generation of decision-makers must adapt.

B2B influencer marketing: how to handle it smartly?

B2B influencer marketing works when approached strategically. It all starts with the objectives: who do you want to reach, what do you want to say, and what result do you expect? Based on that, you determine the approach, the channels, and decide who the right person is for the job.

Who do you deploy?

Not every influencer fits within a B2B strategy. A teenager doing dances to trending sounds probably doesn’t match the message you want to convey. B2B influencer marketing isn’t about the highest follower count. It’s about thought leaders who convey your message authentically and radiate credibility to their target audience. Think of:

Technical experts who translate complex topics like AI, sustainable energy, or supply chain optimization into understandable terms.

Thought leaders who spot trends, interpret market developments, and make a real impact in their sector.

Business experts such as CEOs, product managers, consultants, or even satisfied customers sharing their insights.

In short, a niche expert with an engaged audience is often more valuable than an influencer with millions of followers.

What message do you convey?

Authenticity is not a nice-to-have; it is the core of effective B2B influencer marketing. The new generation of B2B decision-makers sees right through commercial messages. Gen Z and millennials increasingly rely on the opinions of others. And that applies not only to sneakers or skincare, but also to software, machinery, and business services.

Partnering with influencers who share your brand values and truly stand behind your message is key. Tip: don’t provide rigid scripts for influencers to follow. Give them creative freedom. They know best how to address and engage their audience.

Ready for a future-proof B2B marketing strategy?

Marketing is constantly evolving. In the B2B sphere too. Need a fresh perspective on your marketing strategy? We are ready for a thorough deep dive so your B2B brand is ready for the future. Let’s talk.