84% of B2B decision-makers start the buying process with a referral.*
Trust and credibility are the cornerstones of B2B decision-making, and businesses are constantly looking for reliable sources to guide their purchasing choices. Unlike B2C transactions, which are often impulsive and driven by emotion, B2B purchases require careful consideration, extensive research and multiple touchpoints before a decision is made.
In B2B, the buying process is typically longer, more complex, and involves multiple decision-makers. You need more points of connection throughout the sales cycle to nurture your leads and influencers can help you do this. Influencer marketing isn’t just for lifestyle brands and consumer products. B2B companies are increasingly leveraging industry experts, consultants, and niche content creators to build trust and extend their reach. In an environment where long sales cycles and complex decision-making are the norm, an endorsement from a credible and trusted voice can have more impact than traditional advertising alone.
*According to research by Influitive and Heinz Marketing
Rethinking Influencers: Authority Over Audience Size
For B2B brands, it’s not about the biggest follower count; it’s about credibility and an engaged audience. A single social post from a respected influencer, even if their follower account is low, can lead to significant results if they have an engaged, trusting community around them who takes what they say seriously. The key is finding influencers who:
- Have an engaged, relevant audience within your sector
- Share valuable insights, case studies, or product reviews
- Are trusted, unbiased voices in the industry
Approaching Influencers Like Traditional Media Partners
Think of influencer partnerships as part of your broader media plan. Just as you would evaluate the reach and impact of industry publications, trade shows, or digital advertising, influencer marketing should be measured by engagement, audience alignment, and conversion potential.
B2B Influencer Marketing in Action
Even in industries that don’t lend themselves to visual-driven platforms like Instagram or YouTube, influencer collaborations are thriving. Successful examples include:
- Tech & Software: Companies like IBM and SAP engage IT thought leaders to explain emerging trends and complex topics.
- Manufacturing & Industrial: Businesses offer behind-the-scenes tours or product demos to niche influencers who specialize in those industries.
- Marketing & Sales Tools: Platforms like HubSpot work with content creators to develop tutorials, case studies and explainer videos.
Navigating Costs and Collaboration
While influencer marketing is often more cost-effective than large-scale advertising, B2B influencers expect fair compensation like any other professional. Industry experts and consultants are less likely to accept free trials or exposure as payment. Instead, brands should anticipate:
- Paying a negotiated fee based on content type and distribution
- Offering exclusive access, early product trials, or co-branded thought leadership opportunities
- Structuring long-term partnerships for sustained impact
Managing Brand Reputation and Authenticity
Unlike consumer influencers, whose content is often mostly personality-driven, B2B influencers are valued for their professional expertise. As with any partnership, B2B influencers and brands need to have a strong foundation of transparency and trust for the partnership to be successful for each party.
To maintain credibility and trust, brands must:
- Provide influencers with the right level of access and information
- Set clear expectations for messaging without restricting authentic perspectives
- Ensure alignment between the influencer’s audience and the brand’s goals
The Bottom Line
B2B influencer marketing is a powerful way to build trust and credibility in competitive markets. Decision-makers increasingly rely on peer recommendations and expert insights—making the right influencer partnerships an essential part of a modern marketing strategy.
Need help finding the right influencers for your brand or developing an influencer strategy for your industry? Get in touch with UpHouse to build a campaign that connects you with the right audiences.
