Now that we know what B2B influencer marketing is, let’s think about what it could be. If you could read the crystal ball, what would it say about the future of these strategies?
EMARKETER confirms B2B influencer marketing is growing and the future looks bright. Citing TopRank Marketing research, their Kelsy Voss notes:
- Influencer is becoming a staple in B2B strategies, with 85% of US B2B Marketers incorporating it into their mix.
- The ideal influencer is not necessarily the most followed.
- Effective B2B influencer marketing isn’t about celebrity status.
And, influencer marketing is growing. Sprout Social reports that 30% of consumers trust influencers more than they did six months ago. Not, six years, but six months!
As promised when we dove into the definition of influencer marketing, nine marketing experts shared their predictions on the future of B2B influencer marketing. The themes to note include: maturity of the practice, authenticity, diversity, long-term partnerships, emerging platforms and the use of AI.
B2B influencer marketing is maturing
Ready for a great analogy? Of course you are. Ann Handley, Chief Content Officer at MarketingProfs, takes us to school to help understand where we are at in this influencer marketing journey:
“If the B2B Influencer Marketing discipline were starting school this fall, it would be in high school.
It’s mature enough to be waaaaay out of grade school, serious enough to be beyond middle school… but still young enough to be always evolving and growing.
There’s lots of opportunity, but we in marketing still make dumb mistakes. Might be a frontal cortex issue. We’re learning tho.
P.S. English Comp would be its best subject. Not math.”
Thanks, Ann. I knew there was a reason my English grades were better than my math grades.
And speaking of growing up, how about heading to the board room? Amy Higgins, Director, Content Marketing, Cloudflare, speculates: “With the rise of the creator economy, I can see B2B influencer marketing having a seat at the “marketing table” just as much as analyst relations. Big brands already have a network which influences their purchase decisions — both inside their network and beyond. As creators build a bigger share of voice in the industry, they will command a larger piece of the marketing pie.”
Authenticity rules the future
Everyone is looking for authentic relationships, whether that is with friends or the influencers we follow. Brands crave creators and thought leaders who come off as being authentic to their followers. McKinsey says authenticity is the basis of any successful influencer marketing campaign.
“Authentic industry experts who command a loyal following based on their trusted experienced-based perspectives” is where it is heading according to Ursula Ringham, Global Alliance Director, PwC, SAP, Inc.
“As authenticity becomes the currency of trust, brands will lean more on genuine voices rather than big names. It’s less about who’s got the biggest following and more about who’s got the most relevant insights and engaging content. It’s a new era where quality over quantity reigns, and engagement is queen,” says Nic Michael, Senior Manager, Social Media & Influencer Marketing at DataRobot.
“B2B influencer marketing is only getting more nuanced and integrated,” notes Mandy McEwen, Founder & CEO, Mod Girl Marketing. “The key will be authenticity and genuine expertise. Influencers will need to truly stand out with their deep understanding, unique insights, and actual use cases for the brands they represent. Moving beyond simple “pay per post” models, these influencers are pivotal in shaping industry conversations and driving meaningful engagement.”
It’s a two-fold future, notes Jonathan Steiert, Sr. Content Marketing Manager, NetLine. “First, we’ll see more boutique relationships between brands and personalities of influence (shout to my guy Jason Falls for the term). NetLine’s experience with influencer campaigns revealed that some influencers were solely motivated by money — which savvy B2B professionals can easily detect. Success will come from deeper, authentic brand-to-influencer relationships that align with ideal customer profiles and genuine interest in the brand and its products.”
“Second,” Jonathan adds, “brands will increasingly (and should) leverage their own employees as influencers. Employees understand the brand best and can convincingly articulate how products solve problems. The challenge will be fostering participation and maintaining the trust of employees’ networks.”
Emerging platforms for B2B influencer marketing
Remember the good old days when you could find all the cool kids on Twitter? Well, now the B2B thought leaders are on LinkedIn. But, maybe, next year they will be most prominent on Threads or TikTok?
“While LinkedIn will continue to be the preferred platform for B2B companies, we’ll begin seeing an increase by B2B companies in engaging influencers on platforms such as TikTok where these industry thought leaders have also spent time building large and engaged audiences,” comments Justin Levy, Head of Social Media, Influencer Marketing & Community, ZoomInfo.
“I believe the future of B2B influencer marketing will have companies investing more of their marketing budgets in co-created content with influencers on emerging platforms like TikTok and Instagram,” suggests Sydney Dusselier, Senior Writer, Prophix. “As Gen-Z enters the workforce, there will be a demand for easily digestible, accessible, and relatable content. And the most successful B2B influencers will blend the entertainment value of short videos with the informative depth of traditional B2B assets. Growth-focused companies who prioritize building a genuine connection with popular and up-and-coming influencers will have the competitive advantage over businesses that focus only on in-house created content.”
Long-term influencer partnerships
Looking at the 2025 TopRank Marketing Report (coming soon!), we see that 46% of B2B marketers with very effective influencer programs engage influencers in long-term partnerships. Forty-seven percent of those with advanced programs utilize building long-term partnerships to differentiate their brands in the marketplace. The experts agree with this long-tail tactic.
Mandy McEwen added, “The whole game is evolving from ‘influence’ to actual ‘impact’ — think less about surface-level metrics and more about deeper, long-term relationships that drive business growth.”
“The future of B2B influencer marketing is poised for substantial growth and evolution,” says Rachel Miller, Founder, Swayd. “As the industry matures, we can expect an even deeper integration of influencers into core business strategies, with a focus on long-term partnerships and measurable ROI. Niche influencers with deep industry expertise will rise in prominence, offering more targeted and authentic content. The use of data and analytics with the assistance of AI will become increasingly sophisticated, allowing for precise audience segmentation and campaign optimization.”
Tim Alexander, Social Media and Influencer Strategist, agrees: “Companies looking to influence purchasing decisions and create brand stickiness among emerging audiences will invest in long-term partnerships with B2B influencers. Gone are the days of one-off, less strategic influencer promotions, as brands focus on building lasting, authentic relationships that can more effectively convert potential customers.”
The future is results-driven
The future is results driven and has great ROI for all our B2B influencer marketing programs. Let’s face it, proving value has been an issue at times with influencer marketing, which tends to be more about awareness. But, the fortune tellers I talked with said that is changing.
“The future of B2B influencer marketing lies in cutting through the clutter of ‘too much’ content by focusing on thoughtful, intentional collaborations that yield actionable, measurable results,” ” predicts Sarah Evans, CEO at Sevans PR. “As we evolve, there will be a heightened focus on diversifying the voices and channels we engage. This involves not only increasing our investment in traditional digital platforms but also venturing into emerging spaces where untapped expert voices can be discovered. Businesses will increasingly collaborate with top-tier media companies or employ advanced tools and strategies for identifying, curating, and partnering with these thought leaders. This ensures that every collaboration is not just strategic but also results-driven. The goal is to build a long-tail repository of diverse insights that not only fosters a richer dialogue around key topics but also delivers sustained engagement and ROI, proving indispensable for strategic decision-making and long-term business growth.”
Ready to explore the future of B2B influencer marketing for yourself? We can offer some valuable reading to help you navigate the tactic:
Where do you see B2B influencer marketing in the future? Let us help look into the future for your brand. Discover our influencer marketing services.
About the author
Debbie Friez is the agency’s Associate Director of Social and Influencer Marketing. Her 9+ years at TopRank Marketing, plus her diverse background in public relations and business development helps her lead our social media and influencer marketing teams. Debbie works closely with our robust network of B2B influencers across a variety of industries, providing influencer marketing program management and consulting for our top B2B tech and enterprise brands. She also is one of the best friends you can find, who is always in the know on the best restaurants, and happenings around Minneapolis.