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The latest trends in B2B Influencer Marketing

Two women recording a podcast and drinking coffee in front of a ring light
(Image credit: Photo by George Milton:

Influencer marketing has grown in popularity as a valuable way for B2B companies to reach their target audiences. In a recent survey of B2B marketers, 30% said they plan to explore influencer marketing in their 2023 strategy to drive engagement and build brand awareness. Here are some of the top trends in B2B influencer marketing.


Influencer marketing has traditionally focused on partnering with high-profile celebrities or thought leaders with a massive following. However, in recent years, B2B marketers have realized that microinfluencers can be just as effective. Micro-influencers are those with 5,000 to 20,000 followers. Almost half (47.3%) of influencers are microinfluencers. By partnering with microinfluencers, B2B companies can engage and build strong relationships with their target audiences. 

Video Content

Video content is popular for B2B influencer marketing, with companies utilizing influencers to create compelling video content that captures the attention of their target audience. 96% of marketers say video is important to their marketing strategy. Video content is more engaging than text or image-based content, as it showcases influencers product or service more dynamically. 

Influencer Partnerships

In the past, influencer marketing was often a single campaign. However, B2B companies are seeing the benefits of long-term partnerships with influencers. They allow companies to partner with the influencer and produce authentic content that closely aligns with the needs of their target audience. Long-term partnerships can also help businesses establish themselves as thought leaders.


Podcasting is a great tool for B2B influencer marketing and has exploded in popularity. Podcasts allow for more in-depth discussions and conversations, which can help build trust and credibility with audiences. Podcasting gives companies the ability to showcase their expertise more conversationally and engagingly.

In Summary 

B2B influencer marketing is not only for the B2C landscape. By working with the right content creators, using dynamic video content, and developing influencer partnerships you can successfully and cost-efficiently scale a B2B product or service. Staying current on the latest trends and leveraging the power of influencer marketing, B2B companies can reach their target audience, build brand awareness, generate leads, increase ROI and position themselves as thought leaders in their industry.

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