The stats that support B2B Influencer Marketing with Kristen Sesto & Guy O’Brien
B2B influencer marketing is growing across industry verticals, with new insights supporting the need for businesses to have a social-first approach to their marketing strategies. In a recent discussion, we discussed the latest trends, backed by research from eMarketer, LinkedIn, Forrester, Traackr, and Dentsu.
Here’s what’s driving the industry forward (or jump to the recorded conversation below):
1.Trust is the Cornerstone of B2B Marketing.
Unlike B2C, where flashy campaigns and mass appeal often work, B2B marketing thrives on credibility and trust. Buyers rely on expert opinions, peer recommendations, and industry thought leaders. Businesses that build authentic relationships—rather than pushing hard sales—are more likely to win in the long run.
2.Video Content is a Must-Have.
The way B2B audiences consume content has shifted, and video is now a primary medium for engagement. LinkedIn’s recent stats highlight the growing demand for video, with professionals expecting more visual, informative, and engaging content from brands. To stay ahead, companies need to integrate video into their content strategy—from product demos to thought leadership interviews.
3.Aligning Influencer Marketing with Business Outcomes.
B2B influencer marketing isn’t just about brand awareness—it’s about driving measurable business outcomes. Companies are increasingly looking at influencer partnerships that contribute to lead generation, sales pipeline growth, and customer retention. This shift means brands must select influencers who align not just with their messaging but also with their business goals.
4.The Next Generation of Buyers is Changing the Game
As Millennials and Gen Z take on decision-making roles in B2B, their approach to purchasing is reshaping things. These digital-native buyers value transparency, peer recommendations, and social proof more than traditional sales tactics. To remain competitive, businesses must adapt by embracing community-driven marketing and authentic storytelling.
5.Balancing Brand Building and Lead Generation
A common debate in B2B marketing is brand awareness vs. lead generation. The truth? One cannot thrive without the other. While lead generation tactics focus on short-term conversions, strong branding fosters long-term trust and credibility, ultimately driving sustainable growth. Successful B2B marketers strike a balance between both strategies.
6.Defining Success from the Start
For influencer marketing to deliver real ROI, businesses need a clear roadmap for success. This means setting defined KPIs, aligning expectations with influencers, and continuously measuring performance. Without a structured approach, even the best campaigns can fall flat.
Final Thoughts
B2B influencer and social-first thought leadership are no longer “nice to have”—they’re essential components of a successful marketing strategy. By focusing on trust, video content, strategic influencer partnerships, and audience-centric messaging, businesses can change with the market, and beat out their competitors.
Are you leveraging influencer marketing effectively in your B2B strategy? Let’s continue the conversation.
