B2B influencer marketing: What it is and how it can benefit your business

Brand influencers are no longer just the B2C sector’s secret weapon… Read on to discover the full benefits of making B2B influencers a key part of your B2B marketing strategies – from building brand awareness to creating trust amongst customers. 

What is B2B influencer marketing?

Influencer marketing is a strategy that uses the reach and credibility of well-known individuals to sway consumers’ purchasing decisions. These individuals, or "influencers," can range from celebrities and social media stars to industry experts and thought leaders. A business may enlist a brand influencer to promote one of its products or services, choosing them because of their existing popularity and trust among the target audience.

In recent years, influencer marketing has experienced a significant rise in popularity, driven by the increasing use of social media and the growing desire for authentic and relatable content. For example, Statista reports that ad spending in the influencer advertising market in Ireland is expected to see an annual growth rate of 8.27% from 2024 to 20281. This projected growth emphasises how influencer marketing is here to stay.

There are two general categories of influencer marketing – B2C and B2B. While both share the same fundamental principle, there are key differences in their approaches and target audiences. B2C influencer marketing is often associated with celebrities and social media stars with big followings on platforms like Instagram and TikTok. They are often chosen by brands to drive quick sales through visually-driven and entertaining content designed to drive consumer engagement. Think of Irish personalities like Suzanne Jackson-O’Connor and Rosie Connolly, who often partner with brands to promote products directly to consumers. 

Meanwhile, B2B influencer marketing takes a more considered approach, with content like whitepapers, eBooks, and webinars that align with the more "corporate" nature of the B2B sector. B2B influencers are often industry experts and thought leaders with specialised knowledge and credibility within a particular field. Examples of such individuals include journalists like Dearbhail McDonald and analysts like Conall Mac Coille. Their endorsements are invaluable to B2B brands looking to build credibility within their industry.

Influencers have become particularly valuable in the B2B space. In a 2024 report by Edelman, over 75% of decision-makers and C-suite executives stated that a piece of thought leadership has led them to research a product or service that they were not previously considering2. This majority highlights the potential that influencers hold in driving business growth.

The benefits of engaging in B2B influencer marketing

Five B2B influencer marketing trends for 2025

1. AI empowerment

Artificial intelligence has transformed almost every facet of business, including influencer marketing for the B2B sector. For instance, a 2023 study by SocialPubli found that 76% of marketing agencies and 52% of influencers used some form of AI to analyse data, find influencer partners, and support content creation in 20239. 

AI helps brands to track and measure the performance of their influencer marketing campaigns and make analytics-driven decisions accordingly. Furthermore, the technology can optimise content to better mirror what the target audiences are actively seeking, ensuring they receive highly personalised messaging that is more likely to convert them.

2. TikTok for business influencers

Whilst B2B marketing on LinkedIn is often prioritised, brands may be missing a trick by not considering TikTok. The platform’s vast reach, with 900.7 million active users worldwide (Statista, 2024), makes it an attractive prospect for even the most niche of businesses10.

The platform’s short-form video format lends itself to streamlined “how-to” guides, allowing B2B businesses the opportunity to engage prospects around the potential of their tools. Furthermore, its largely Millennial and Gen Z audience demographic aligns with the new influx of B2B decision makers.

2. TikTok for business influencers

Whilst B2B marketing on LinkedIn is often prioritized, brands may be missing a trick by not considering TikTok, too. The platform’s vast reach (1.5 billion monthly active users and counting⁸) makes it an attractive prospect for even the most niche of businesses.

The platform’s short-form video format lends itself to streamlined “how-to” guides, allowing B2B businesses the opportunity to engage prospects around the potential of their tools. Furthermore, its largely Millennial and Gen Z audience demographic aligns with the new influx of B2B decision makers.

3. Employee advocacy

The Ogilvy report also highlighted that 89% of C-Suite marketers said they believe using employees as B2B influencers holds immense value for their businesses11. These employees act as an “organic” brand voice, reaching industry peers and potential customers in a more authentic way. It’s also an extremely cost-effective marketing strategy; businesses can start with something as simple as encouraging their employees to share informative posts on LinkedIn.

4. Sustainability takes the spotlight

In 2025, B2B influencer marketing will see a greater emphasis on sustainability, with 94% of businesses globally indicating that their sustainability agendas need to be more ambitious (Kantar, 2024)12. In turn, partnering with influencers who share these values will become more crucial to resonate with sustainability-conscious audiences.

Beyond marketing efforts, the logistical aspects of business will also matter in upholding sustainability efforts. From green packaging to sustainable shipping, businesses will need to adopt a holistic approach in their practices.  

5. Video content dominates

With the rise of streaming platforms and the increasing consumption of video content, B2B brands will need to leverage video to capture attention and engage audiences in their influencer strategies. Kantar found that a net 55% of marketers globally are planning to increase their investment in TV streaming in the coming year, highlighting the movement towards total video13. This trend aligns with the growing preference for visual and interactive content among audiences.

Successful B2B influencer marketing examples

By partnering with the right influencers and creating valuable content, businesses can effectively leverage influencer marketing to achieve their marketing goals. Here are a few examples of brands that have successfully put B2B influencer marketing into practice:

• Cisco: The technology company’s Cisco Champions campaign connects top experts from the IT industry to learn about pre-launch technology and provide feedback. Through their contributions to the Cisco radio show, blogging platform, and feedback sessions, they help to influence the direction and messaging for the brand’s products and solutions. 

• Goldcast: The digital events platform partnered with content marketing influencer, Devin Reed, in its AI Summit masterclass as part of the launch of its AI-powered content repurposing platform in 2024.

• Microsoft: In a collaboration with National Geographic, the company launched the “Make What’s Next” campaign in 2017 to encourage girls to pursue careers in STEM. The campaign saw partnerships with leading female explorers, including a marine biologist, non-profit co-founder, and astrophysicist, to share their stories in their fields.

The future of B2B influencer marketing

B2B sales have traditionally relied on carefully nurtured relationships with buyers. Looking ahead, as the B2B industry continues to digitalise, influencer marketing will play an increasingly integral role in the space. These thought leaders will continue to help businesses within the sector maintain trust and authenticity through human connections.   

As you expand your reach through strategic marketing and influencer collaborations, ensuring seamless logistics becomes paramount for maintaining business continuity and customer satisfaction. To this end, DHL Express offers the expertise and support to navigate the complexities of international shipping to ensure your goods reach your customers efficiently, every time.

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