How the Pros Do B2B Influencer Marketing: Tactics & Hacks

What is B2B Influencer Marketing?

Business to business (b2b) influencer marketing is a specific strategy in influencer marketing. Its main core? When companies hire experts, leaders, and niche influencers that have a high level of expertise in a particular industry to promote their products to the business audience.

Here is how a B2B influencer marketing campaign actually work:

Imagine a cybersecurity company is launching a new threat detection tool. Instead of launching ads, they collaborate with a well-known cybersecurity analyst who regularly posts their experience and insights on social media and YouTube. 

That expert creates a review video, shares it with their network on LinkedIn, Instagram, TikTok, YouTube, maybe joins a webinar, or writes a detailed blog post about how the tool solves real security challenges. Now that’s a B2B influencer marketing campaign done right — it hits the right audience, with the right voice, and messaging.

Let’s look deeper into its distinctive features.👇

Differences between b2b and b2c influencer marketing

Differences btw B2B and B2C influencer marketing span many marketing angles, such as influencer type, goals, platforms, content style, and audience type. 

First of all, as has been said above, B2B influencer marketing hires niche experts with domain knowledge. In contrast, B2C — celebrities, lifestyle creators,and entertainment influencers.

That's why target audiences are completely different. B2B marketing influencer appeals to the professional community (IT, medicine, tech, etc), while B2C targets a broader audience. 

What language do they speak? B2C — emotional, simple, and converting. And B2B? Professional, term-oriented, that is all about deep review expertise with product features. 

A platform for B2B influencer marketing? It is more professional-driven: LinkedIn, YouTube, Twitter, and niche blogs. B2C influencer marketing targets the wider audience that leverages common social media, such as TikTok and Instagram.

When the difference is clear, let’s switch to the benefits of collaborating with influencers in B2B👇

Influencer Marketing in B2B: Is this channel worth your budget?

Yes.

After years of working in influencer marketing, I have seen how much it is different from traditional paid ads. Influencer marketing in B2B might not have the flashy virality of B2C campaigns, but it brings powerful, strategic benefits that align with the longer sales cycles and trust-driven decision-making in the B2B space. 

Here are the key advantages of influencer marketing in B2B:

1️⃣ Increases brands’ trust and credibility

If B2C marketing closes basic needs, B2B is oriented on solutions that are used at work and play the key role in professional communities. 

The problem? B2B customers never make impulsive purchases. They are skeptical, take time and do deep research before making decisions. B2B buyers consult multiple sources: 42% refer to 4–6 sources, while 35% examine 7–10 sources before making a purchase decision. Oh, gosh!

Besides, B2B customers can still doubt, have a lack of knowledge because they are still people that don’t want to take many risks. For example,  77% of B2B buyers describe their purchasing experience as complex or difficult, complaining on B2B transactions challenges.

The solution? Experts!

Elen, Chief Product Officer at IQFluence

I run a marketing agency. Between tight deadlines, endless creative requests, and constant context switching, I’m always on the lookout for tools that actually save time and money.

One night, something unexpected happened.

I’m lying in bed, procrastinating like I do — mindlessly scrolling through Instagram. Then boom — a story from my favorite SEO influencer pops up.

He’s talking about how their designer left the team. Instead of scrambling to hire someone new, they started using an AI tool to create banners and landing pages.

He shows a before-and-after: old creatives vs. new ones made in minutes. And honestly? They looked great. CTRs went up, the team got some breathing room, and the budget stayed intact.

Next thing I know, I’m saving the story, checking the comments, and ten minutes later I’m on the tool’s website, signing up for a trial.

Not because of an ad — but because someone I trust shared their real results.

2️⃣ Shortens sales cycles

As has been said, once trust is established, perceived risks decrease and long, complex buying processes tend to speed up. 75% of B2B buyers take up to 4 months to make a final purchasing decision, reflecting the extended nature of B2B sales cycles.

Thats’why trusted influencer validation can accelerate decision-making by addressing objections and reinforcing buyer confidence.

3️⃣ Targeted access to decision-makers through personalized content

B2B influencers have highly curated networks — the kind of decision-makers who don’t respond to ads or cold emails. But they do follow thought leaders, read their posts, and take their recommendations seriously. That’s your way in — not with a sales pitch, but through a trusted introduction

Think of someone like Charlie Day — you’ve probably seen her pop up on Instagram with those no-fluff sales tips. She’s not just posting for likes. Her audience? It’s packed with B2B founders, sales leads, and SaaS folks who are deep in the trenches, looking for what actually works.

Charlie Day on Instagram. Image source.  

When Charlie drops a post about a tool that helped one of her clients boost reply rates or shares a mini teardown of a sales funnel, people don’t just scroll past. They click. They book demos. They download lead magnets. Because they trust her — and they’re actively searching for solutions.

That’s the power of a good B2B influencer: you’re not just reaching people, you’re reaching the right people who are already halfway down the funnel.

What does it mean for you? Apart from qualified leads, you’ll get target website traffic, better visitor engagement, and improved SEO rankings.

4️⃣ Real conversations beat banner noise

No one’s getting excited about another banner ad. From my experience, 65% of B2B decision-makers in marketing say they just tune them out. 

But when someone they actually follow — like Justin Welsh — posts a breakdown of a new sales tool that saved his team hours each week, people don’t scroll past. They comment. They ask questions. Some even DM for a link.

That’s the beauty of B2B influencer marketing: it shows up where your audience is already paying attention — LinkedIn, newsletters, podcasts. And it doesn’t sell — it starts a real conversation. One that brings in leads, not just impressions.

How to build your B2B influencer marketing strategy

The key and the most difficult step is to develop a B2B marketing strategy. There are hundreds of guides on the Internet, and most of them are just rewritten versions of each other. It’s more valuable to see how a real expert runs it. 

We chatted over coffee (virtual, but still good vibes) about what really goes into a successful B2B influencer marketing strategy.

Me: Anastasia, when someone says, “We want to try B2B influencer marketing strategy,” where should they really start?

1️⃣ Define Your Goals

Anastasia: Don’t start by scrolling LinkedIn looking for influencers! 😄 First, you’ve got to be super clear on your goals. Are you trying to drive traffic? Build credibility? Generate demo signups? 

You’d be surprised how many companies skip this part and end up chasing vague outcomes. Start by defining why you're doing this (ideally in the SMART framework). When goals are clear, your strategy writes itself.

Me: Love that. So once you’ve got your goals, what comes next?

2️⃣ What Pain Does Your Audience Have?

Anastasia: Have a clear image of your ICP and B2B buyer persona. Like, don’t just stop at “enterprise companies with multi-cloud setup” or “CEO of the SaaS company looking for a solution on how to double quality leads.” I mean dig into their daily headaches. What phrases do they use to describe their tasks and pain points? Listen to your demo records and list them.

What experts do they follow on LinkedIn, Instagram, TikTok? 

What kind of content makes them stop scrolling? 

This is a base for the next steps. Once you understand your audience like a human (not just a title), you can start figuring out which influencers actually move them.

3️⃣ Find B2B Experts Smartly & Vet Them with Tools

Me: Okay, now how do you find the right B2B influencers? It’s not as obvious as Instagram skincare collabs.

Anastasia: Totally. In B2B, the best influencers aren’t always calling themselves “influencers.” They’re often product managers, industry analysts, engineers with a loyal following, or consultants who post professional content on Instagram, LinkedIn, or share tutorials from their experience on YouTube.

Here’s what I tell clients: look at who’s already creating value in your niche. Who’s writing those thoughtful LinkedIn posts that spark real discussions? Who’s on industry podcasts, speaking at webinars, or getting quoted in whitepapers?

Pro tip: look at your competitors’ engagement. Who’s talking about them, and how?

4️⃣ Check if they fit your brand audience and vibe

Me: Why is it so important to analyze their audience?

Before you jump into a B2B influencer collab, take a beat and check who’s actually following them. Because it’s not just about big numbers — it’s about the right audience. You might be selling to CTOs, but if their followers are mostly junior marketers or freelancers, that’s a mismatch. And let’s be honest, no one wants to spend a budget on empty reach.

Check the real audience data — job titles, industries, seniority, even which companies are regularly engaging with their posts. It’s like doing a mini-background check before handing someone the mic for your brand.

Another thing to consider is red flags: fake followers, weak engagement, or an audience that overlaps too much with someone you already worked with. 

That’s where influencer platforms like IQFluence come in handy. 

Vetting tool in IQFluence. Need to check B2B experts? We offer a 7-day trial. Try it for free.

Long story short — it helps you make smart, confident choices and get your message in front of people who’ll actually care.

Better targeting upfront = stronger results later. Always worth the extra five minutes.

5️⃣  Choose a collab format

Me: What kind of influencer partnerships do you think work best in B2B influencer marketing?

Anastasia: Educational, real-world content always wins. Think: product walkthroughs, “why I use this tool” breakdowns, expert webinars, tutorials, or behind-the-scenes case studies. Basically, stuff that feels helpful — not salesy.

❗ Let the influencer speak in their own voice. Sure thing you can share your positioning. But don’t script everything. Their audience knows how they talk, and if it smells like a marketing copy, it’ll fall flat.

6️⃣  Outreach them like a peer

Me: Once you’ve found them — what’s your outreach advice? Slide into their DMs? Cold emails? Interpretive dance? 😅

Anastasia: Haha, if someone closes a deal like that, I want this video. But seriously — in B2B, keep it short, clear, and human.

Treat them like a peer, not a placement. A quick message like:

“Hey Jake,

It is a week like I’m among your followers on YouTube and yesterday’s post about the new Semrush filter really clicked with me — it actually sparked an idea for a potential collab.

I work with a new tool on the market that helps [insert 1–2 outcomes, e.g., “cut sales cycle time” or “get better visibility into deal progress”]. I genuinely think it could bring value to your community.

I was thinking of a paid collaboration where you test the tool and share your experience in a YouTube tutorial.

Could you pls share your rates?”

No fluff. No scripts. Just relevance and respect.

Because in B2B, it’s not about pushing offers — it’s about starting real conversations with people who get your world.

For more inspiration, find 22 free DM & email examples of influencer outreach email template.

7️⃣ Monitor results

Me: Once the campaign is out there, how do you implement influencer tracking?

Anastasia: This is where a lot of people drop the ball. Set KPIs before you start posting — like number of qualified demo requests, landing page conversions, time on site from influencer traffic, etc. 

Use UTM links religiously. And always — always — check engagement quality. Ten thoughtful comments > 10,000 passive impressions.

Also, keep an eye on indirect wins like PR. Maybe after an influencer campaign of your consulting services you get invited to a podcast because someone saw the influencer’s post. Or maybe you start getting quoted in industry roundups. Influence spreads in cool, non-linear ways.

Me: Any parting wisdom for B2B teams who want to try influencer marketing but feel a little intimidated?

Anastasia: Just start with one small, smart experiment. Find one influencer who aligns with your values, collaborate on one piece of content for a period of time, and learn from it. 

B2B buyers aren’t impulse shoppers — they’re smart, skeptical people who do their homework. When they see someone they respect using your tool, it plants a seed. And with the right care, that seed turns into a pipeline.

Also? Have fun with it. Thought leadership doesn’t have to be dry. Let your brand have a voice people want to listen to. For that let’s look at top influencer marketing B2B examples.👇

5 Top B2b Influencer Marketing Examples 

When it comes to influencer B2B marketing, just theory isn’t enough. To truly grasp how companies execute successful strategies, it's essential to examine real-world examples. However, finding quality B2B influencer marketing case studies can be challenging. That's why I've curated some of the most effective influencer collaboaration examples from leading brands to provide clear insights into what works.

Kittl & Nickie Saunders

Ever heard of Kittl? It’s a design tool or as they themselves say, place for creatives, designers, and art directors. Whether you’re working on a mockup, poster, or even a book cover, Kittl makes it super simple to create any visual you need.

It’s also caught the attention of Nickie Saunders — a content branding expert, marketer, and creator with nearly 200k followers on Instagram. Her audience consists of creators looking for the best tools and tips to level up their content, especially around graphic design and editing.

B2B influencer marketing campaign of Kittl. Image source.

In one of her recent IG Reels, Nickie introduced Kittl as a solid Canva alternative. She listed its features in detail, and demoed the tool in action (including a fun text effect where different-colored letters merged into one word). 

In addition, she encouraged her followers to drop a “design” in the comments for exclusive free access — only if they also followed her. An amazing clever funnel move.

The results?

• 11.9K views

• 163 comments

• Stronger brand recognition for Kittl as a Canva contender.

Not bad for one reel!

Tanner Chidester & Elite CEOs

Promotion through a business conference? Easy-peasy!

Tanner Chidester, a business consultant and expert marketer with 455K followers on Instagram, knows how to get the word out. His audience? Business owners, investors, and professionals looking for practical strategies that drive results.

In a recent series of Instagram reels, Tanner spotlighted an exclusive in-person business growth event in Miami, hosted by Elite CEOs. The event featured top-tier entrepreneurs and live workshops — basically, a dream for anyone in sales, marketing, or business development. 

B2B influencer marketing case study with Elite CEOs. Image source.

His videos gave a sneak peek of the high-energy environment, including quick shots of the speakers in action.

The results?

• Tanner created real buzz around the Elite CEOs event

• Helped boost brand awareness for the company

• 3 videos pulled in a combined 8K views.

PageOptimizer Pro and Chris Palmer

Talk about SEO? PageOptimizer Pro is an all-in-one solution for SEO specialists and content marketers looking to boost their rankings on Google.

What makes it even more compelling? It’s trusted by Chris — an SEO expert and YouTuber with decades of experience. In a 12-minute YouTube video, Chris explained why he personally made the switch from Surfer SEO to PageOptimizer Pro. He didn’t just talk about it — he showed it! 

B2B influencer marketing case study with PageOptimizer Pro. Image source.

From keyword structure to headings, he demonstrated exactly how both tools optimize content, and why PageOptimizer Pro gives you clearer, more actionable insights.

The format of the video was a perfect blend of solution-oriented and engaging — saving marketers time and making it one of the most effective B2B influencer marketing case studies out there.

The results? Amazing!

• 7k views

• 88 engaged comments.

• A solid boost to PageOptimizer Pro’s reputation as a top SEO platform.

ActiveCampaign & Joanna YungExample

Let’s look at another authentic B2B influencer marketing case study. Have you heard of ActiveCampaign? It’s a company that helps small and mid-size businesses to automate their marketing processes. 

Joanna Yung is a micro influencer that also helps her marketing-oriented audience understand AI, MarTech, and marketing solutions.

ActiveCampaign B2B influencer marketing case study. Image source.

They teamed up with ActiveCampaign for a sponsored video review, where Joanna showcased how the platform supports marketers. She listed all the features and demonstrated the tool’s dashboard.

The main goal of both? Promoting work & Life balance. Super match! 

The results? 

• Strong engagement for a micro-influencer.

• ActiveCampaign reinforced its position as an AI marketing tool that supports work-life balance.

And what experts themselves advise?👇

4 еxpert lifehacks on b2b influencer marketing 

Want to know what top experts recommend — and what to avoid? Here, Elen, Anastasia, and Alex share their insights. Get ready for practical tips that drive real impact in your B2B campaigns.

Hire micro Influencers

Anastasia, Chief Content Marketer at IQFluence:

"High follower counts may boost your ego, but they don’t mean much if the influencer isn’t trusted by your exact buyer niche. In my experience, micro-influencers have always built tight-knit, loyal communities where customers actually listen. 

B2B micro-influencers typically achieve engagement rates between 3.86% and 8.8%, surpassing the 1.21% to 3.07% range of macro-influencers."

Look at Your Coworkers

Elen, Chief Product Officer at IQFluence: 

"Can you imagine that content shared by employees receives 8 times more engagement than content shared through official brand channels? And employee-shared content achieves 561% more reach compared to the same content shared by the brand's official social channels.

Your best influencers might already work for you — employees, execs, and power users have real clout in your niche. 

Equip them with content ideas and let their authentic voices amplify your message naturally. Internal advocates add authenticity that paid influencers alone can’t match. It’s a powerful, often overlooked channel."

Build a Customer Map

Alex, Sales Expert at IQfluence

"One-and-done campaigns rarely move the needle in complex B2B buying cycles. Without a coordinated follow-up and nurture plan, all the buzz dies out and leads get lost. Always map the full buyer journey alongside your influencer effort.

For example, a study by Aberdeen Group found that companies utilizing both buyer personas and customer journey maps experienced a 70% increase in conversion rates compared to those that did not."

Develop Long-Term Relationships

Elen, Chief Content Marketer at IQFluence

"B2B success isn’t just about selling a product — it’s about solving a problem better than anyone else. 

Your value is measured not by what you promise, but by what you consistently deliver. Relationships built on real outcomes, not just good intentions, are what turn clients into long-term partners. In a world full of noise, clarity and integrity will always stand out."

Looking for an all-in-one B2B influencer marketing software? Stick with us!👇

Leverage IQFluence - B2B influencer marketing platform

Ok, even knowing a theory and real examples, leveraging a B2B marketing influencer process without a tool is like standing in a dark room trying to find the door. You can’t see the results, so can’t control the process. 

IQFluence is a B2B influencer marketplace designed to help businesses of any size. Our tool finds, analyzes, vets niche experts, and monitors their campaigns across YouTube, TikTok, and Instagram.

To be precise, IQFluence also provides the following influencer marketing services for B2B:

• Filtering both niche creators and their audiences by your own parameters (15+ filters). Need to find a tech creator whose audience is similar to Natalie Choprasert? With IQFluence niche search, lookalike filters you easily implement it in 2 clicks!

• Analyzing and vetting niche experts. Get in-depth influencer analytics reports on engagement, average views, likes, comments, saves, and shares. Explore the engagement spread, audiences age and gender split, location, languages, and brand affinities. Besides, get vetting reports on followers ratio to know the % of real people.

• Monitoring B2B campaigns. Evaluate your campaigns using our key performance-based metrics such as CPA (Cost Per Action), CPR (Cost Per Registration), and CPC (Cost Per Click).

• Influencer marketing API integration. Are you building your own B2B influencer marketing platform, a custom dashboard, or enriching your CRM with influencer data? Our API gives you the flexibility and scalability to power your marketing strategies with ease.