Written by: Vickie Sullivan | April 01, 2025
The Rise of B2B Influencer Marketing: What You Need to Know
Heads up: B2B influencer marketing is heating up fast, with creators entering the business space in ways we haven’t seen before.
According to recent trends outlined in Marketing Brew, a new wave of creators is expanding beyond social media sponsorships and affiliate deals—and they’re eyeing the B2B world next.
It makes sense. While many creators will continue to focus on consumer products, others are embracing B2B influencer marketing to tap into new revenue streams, including subscription-based business models and platforms like LinkedIn that reward expertise and thought leadership.
How the Rise of Influencers in B2B Impacts You
What does this mean for existing thought leaders?
It’s a shift. Buyer expectations are about to change in two big ways:
• Engaged communities will define prominence. What makes influencers so formidable is their loyal audience—one that can be activated in meaningful ways. That expectation is bleeding into the B2B world, where prominence will be measured not just by titles or credentials, but by who can rally a following. Case in point: professional speaker selection, where community size now drives both attendance and speaking fees.
• Content marketing will get a serious glow-up. These creators are masters at producing content that grabs attention and sparks action. As they bring that energy to B2B, expect to see content marketing evolve far beyond blog posts and white papers. Repurposing the same info in different formats won’t cut it. Watch for video marketing—and other emerging formats—to push creative boundaries in ways we haven’t seen before.
The arrival of new players always changes the game. The question is: are you ready to meet these new expectations head-on?
The arrival of new players always changes the game. As B2B influencer marketing takes hold, the question is: are you ready to meet these new expectations head-on?
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