Written by: Vickie Sullivan  |  February 25, 2025

Why B2B Influencer Marketing Works—and How to Leverage It

Last year, the impact of influencers on B2B sales was the subject of much debate. Would this consumer behavior trend transfer to the business market? A study from LinkedIn sheds light on the issue and shows how B2B influencer marketing shapes buying decisions.

The buyers participating in the survey come from the tech industry, where multi-million-dollar purchases are lengthy and intricate processes involving numerous stakeholders. Trust and credibility are essential in this field, and this demand for trust is the compelling reason behind the effectiveness of B2B influencer marketing.

Check out these stats from the survey report:

• 87% of B2B buyers prefer content from trusted industry influencers rather than branded sales messages. This is no surprise, considering how we are all overwhelmed with sales pitches. The key takeaway here is that consistently providing value over time nurtures trust. This is the reason content marketing is effective.
• 67% of B2B buyers consume influencer content during the consideration and research phases of the buyer journey. This content influences the vendors they contact. Therefore, using the lack of lead generation to measure content marketing effectiveness is a false negative. Don’t underestimate this timing.

That said, there are differences in the B2B market. Check out the most important traits for B2B influencers: subject matter expertise (53%), trustworthiness (52%), and authenticity (36%).

This is why thought leadership is no longer a luxury. Influencer marketing familiarizes the broader buying committee, creating buy-in from multiple stakeholders. Companies embracing B2B influencer marketing gain a competitive edge in complex sales cycles.

Now Read This:

• Content Marketing for Sales: Engage Buyers Early
• Outsmart Your Competition. Attract More Opportunities

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