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Top Trends in B2B Influencer Marketing Today

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What’s the most important attribute for success in B2B influencer marketing? How are budgets changing? Which tactics are used to differentiate the most successful B2B influencer marketing programs? What’s the leading influencer marketing trend for the coming year?

2025 B2B Influencer Marketing Report from TopRankYou can find the answers to those questions and many more in the 2025 B2B Influencer Marketing Research Report from the team at TopRank Marketing. This remarkable 51-page report is a must-read for B2B marketing professionals planning or already managing influencer marketing programs.

The entire report is well worth downloading, but here are just a few of the highlights on key trends in B2B influencer marketing for the coming year.
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B2B Influencer Marketing in 2022: Seven Key Lessons from Recent Research

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Influencer marketing is increasingly popular in the B2B space, for the simple reason that buyers trust experts more than ads. But many B2B marketers are approaching it in the wrong ways, missing the mark with both the influencers and their audiences. A new report offers a wealth of guidance for doing B2B influencer marketing better.

The current state and future of B2B influencer marketing - research report from OnalyticaFor example: Always-on influencer campaigns are more effective than one-off efforts. Budget isn’t the most important factor (unlike the B2C world). Marketers are frequently out of alignment in what they ask influencers to do versus what influencers enjoy doing.

Those are just a few of the key findings from The Current State & Future of B2B Influencer Marketing, a new report from Onalytica. The full 39-page report is well worth downloading, but here are seven key insights and takeaways from the research for B2B marketers.

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B2B vs. B2C Influencer Marketing: The Single Biggest Difference

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B2C and B2B influencer marketing are similar in some ways, and not so much in others. But there is one very large difference between them.

More generally speaking, the similarities and differences between B2B and B2C marketing overall were detailed previously in B2B vs. B2C Marketing: Four Myths, Six Differences, and One Key Similarity.

B2B vs B2C influencer marketing

Image credit: Product School on Unsplash

Tactically, there’s a fair amount of crossover. Best practices in SEO, for example, apply to pretty much any website, though ecommerce sites rely more on schema markup while B2B sites rely on thought leadership.

Both disciplines make heavy use of social media. B2B marketers focus on LinkedIn; B2C marketers make more use of platforms like Pinterest and TikTok. Both use Facebook and YouTube. Instagram is primarily relied on for consumer marketing, though B2B marketers are beginning to embrace it.

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12 Crucial Do’s and Don’ts for B2B Influencer Marketing

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Influencer marketing creates real value for B2B brands—if it’s done right. According to recent research, 78% of marketers credit influencers for increased social reach, while 64% say they help increase the credibility of brand content, and 62% believe they help increase share of voice.

What to do and what not to do in B2B influencer marketingNot surprisingly then, 90% of B2B marketers expect their influencer marketing budgets to hold steady or increase in the coming year. If you’re managing or conducting B2B influencer marketing efforts, how can you make sure that money is well spent?

This presentation from Twin Cities Startup Week starts with clarification of how B2B influencer marketing works (and how it differs from the B2C type), ends with a case study, and in between details a dozen key do’s and don’ts for achieving success.

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