Influencer marketing has grown fast in the past few years, and it’s not just for consumer brands anymore. In 2025, the influencer marketing industry hit a staggering $33 billion¹. While most people think of influencer marketing as a B2C strategy, B2B brands are now using into its potential to connect with decision-makers, build trust, and drive growth.
What is B2B influencer marketing?
An influencer is someone who has built a loyal audience on social media or digital platforms. They have the power to shape opinions, spark engagement, and influence purchasing decisions. In the B2B world, influencers do more than just promote products. They establish thought leadership, start meaningful industry conversations, and educate their audiences on complex topics like technology, finance, or supply chain solutions.
Types of social media influencers
Not all influencers are the same. In B2B marketing, choosing the right type depends on your goals, audience, and budget. Here are two common categories to consider:
| Influencer Type | Follower Count | Characteristics | Cost |
| Micro Influencer | 1K–100K followers | Niche focus, higher engagement, trusted by specific communities | Affordable |
| Macro Influencer | 100K+ followers | Large reach, broad appeal, ideal for brand awareness | High |
How influencer marketing works in the B2B landscape
- Sponsored content: Influencers create posts, videos, or articles that highlight a brand’s solution, often mixing education with subtle promotion.
- Podcasts and interviews: Influencers host or join conversations with industry experts to share insights and showcase a brand’s expertise.
- Webinars and live events: Influencers speak or moderate at online and in-person events, attracting targeted, engaged audiences.
- Product demos and tutorials: Influencers show how a product works and explain its value with real-world examples.
Benefits of B2B influencer marketing
- Builds trust and credibility – Research found that 72% of B2B buyers trust influencers for brand credibility, and 70% rely on them for product discovery².
- Makes brands relatable – Influencers can simplify complex B2B solutions, making them easier for audiences to understand and trust.
- Reaches new audiences – Influencers have access to niche, hard-to-reach communities that align with your target market.
- Delivers engaging content – Influencers create authentic, valuable content that resonates with professional audiences.
Real B2B influencers marketing campaign examples
1. Leica Geosystems x @Pushysix
Leica Geosystems ran a pilot B2B influencer program with Scott Colclough (@Pushysix), a respected voice in heavy construction. Sponsored activities included corporate travel to job sites and industry trade shows, factory visits, and the creation of multimedia content (videos, podcasts, case studies) that demonstrated Leica’s solutions in real-world conditions.
Goals: Support the distributor and partner network, strengthen brand credibility, differentiate from competitors, and position Leica as a technology leader in construction.
Tactics: Careful influencer vetting, clear deliverables via formal agreements, geo-targeted content distribution, and use of tracking links/hashtags to measure performance.
Results: Reached 1M+ decision-makers, generated 25K+ engagements, produced multiple new business leads, including recurring revenue, and achieved both general brand awareness and direct pipeline growth
2. Instamojo × Micro-Influencers
Instamojo, India’s simplest online selling platform for independent businesses, ran a targeted micro-influencer campaign to promote the launch of their new online stores and unique pricing. The campaign engaged nano and micro-influencers in the business education niche, producing authentic content that educated entrepreneurs on smarter, faster, and cheaper ways to sell digital products online.
Goals: Increase awareness of Instamojo’s new stores and pricing model, reach aspiring entrepreneurs and digital creators, and drive conversions through trusted niche voices.
Tactics: Handpicked 20–30 nano and micro-influencers focused on business education, established clear deliverables, leveraged influencer content across multiple platforms, and tailored messaging to resonate with entrepreneurs seeking digital growth.
Results: Reached over 1 crore (10M+) people within one month, achieved an impressive 60% conversion rate, and delivered one of Instamojo’s best-performing marketing campaigns, generating significant awareness and new store sign-ups.
3. TrueLook × Micro-Influencer Campaign
TrueLook, a B2B company offering job-site surveillance camera solutions for construction and security professionals, ran a targeted micro-influencer campaign partnering with three carefully selected influencers to boost brand visibility and demo leads among construction site managers and project leads. The campaign focused on authentic, niche content showcasing TrueLook’s value on platforms like Instagram, TikTok, and YouTube.
Goals: to increase brand visibility, generate high-quality demo leads, and raise awareness among construction and security professionals.
Tactics: TrueLook selected three micro-influencers from a pool of over 80 based on their credibility in jobsite operations. They defined clear deliverables, including demo request prompts, and closely tracked content performance across platforms to ensure effectiveness.
Results: Secured over 500,000 impressions, generated 548 high-intent demo leads, and achieved 2,446 points of audience engagement, demonstrating the power of focused micro-influencer marketing in a B2B context.
From B2C to B2B: unlocking the power of influencer marketing
Influencer marketing is no longer just a B2C tactic, it’s becoming a powerful tool for B2B companies. By working with the right influencers, brands can build trust, stay top of mind, and connect with decision-makers in a genuine way. From sponsored content to podcasts and live events, influencer marketing helps B2B brands stand out, share their expertise, and make a lasting impact in 2025 and beyond.
For more insights on building digital authority in B2B, explore these articles:
- Instagram SEO indexing: What it means for B2B in 2025
- Answer engine optimization (AEO): Why B2B brands must adapt to AI-driven search
- E-E-A-T for B2B businesses: how to build website SEO credibility
Ready to elevate your B2B influencer marketing strategy and make a bigger impact in your industry?
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