How to do B2B influencer marketing
B2B influencer marketing is no longer experimental. Here’s how to build a programme that generates leads, builds credibility, and delivers measurable ROI.
Influencer marketing has long been associated with consumer brands, but B2B companies are increasingly discovering its value. In 2026, B2B influencer marketing is one of the fastest-growing areas of the discipline, driven by the recognition that B2B buying decisions are made by humans who consume the same content platforms as everyone else.
The principles are different from B2C influencer marketing, but the fundamentals are the same: partner with people who have credibility and audience in your target market, and create content that resonates.
Why B2B Influencer Marketing Works
B2B purchases involve longer sales cycles, multiple decision-makers, and higher price points. Trust and credibility are essential, and third-party endorsement carries significant weight.
A recommendation from a respected industry figure can do more for your pipeline than months of cold outreach. When a CTO shares a video about your product, or a procurement leader writes about their experience with your platform, it reaches exactly the people you’re trying to sell to, in a context they trust.
The data supports this. Our report on the top 10 global B2B brands on TikTok shows that B2B brands using creator partnerships see significantly higher engagement and lead generation than those relying solely on brand-created content.
| 75% of B2B buyers say they are influenced by content from industry thought leaders and peers when making purchasing decisions, according to LinkedIn’s 2026 B2B Buyer Survey. |
B2B Influencer Types
Industry Thought Leaders
Recognised experts in your field with established audiences on LinkedIn, Twitter/X, TikTok, or through newsletters and podcasts. They bring credibility and reach to high-value audiences. Partnerships might involve co-created content, webinars, or product reviews.
Practitioner Influencers
Working professionals who share their expertise on social media. A marketing director with 20,000 LinkedIn followers, a developer with a popular TikTok channel, or a finance leader with an active newsletter. Their audiences are smaller but highly targeted and engaged.
Employee Advocates
Your own team members can be powerful B2B influencers. Employees who share industry knowledge and company insights on their personal channels build brand credibility authentically. This requires a supportive company culture rather than a mandate.
Customer Champions
Satisfied customers who voluntarily share their experience with your product or service. These are the most credible B2B influencers because their endorsement is genuine and unsolicited. Building a programme that identifies and supports these advocates is one of the highest-ROI influencer strategies in B2B.
B2B Influencer Marketing on TikTok
TikTok might seem like an unlikely B2B platform, but it’s increasingly where B2B decision-makers spend their personal time. Our webinar on growing on TikTok as a B2B brand explores this in detail.
B2B TikTok content that works includes: industry myth-busting (“things nobody tells you about procurement”), behind-the-scenes looks at how companies actually work, quick educational tips that demonstrate expertise, and product demonstrations that show real-world application. Our content creation team produces this kind of platform-native B2B content for brands across multiple sectors.
The TikTok algorithm doesn’t distinguish between B2B and B2C content. It serves content to users who are likely to engage with it. If a CFO watches finance content on TikTok, the algorithm will show them more finance content, including B2B-relevant material.
Structuring B2B Partnerships
Thought leadership co-creation: Collaborate with industry experts on whitepapers, webinars, or video series. This positions your brand alongside respected voices and generates high-quality content assets.
Product reviews and case studies: Invite practitioners to review your product and share their honest assessment. The credibility of an unscripted review from a known industry figure is far more valuable than a polished case study from your marketing team.
Event partnerships: Bring influencers to industry events as speakers, panellists, or content creators. They generate event content that extends your reach well beyond attendees.
Advisory relationships: Longer-term partnerships where influencers serve as advisors to your company. This creates ongoing content opportunities while providing genuine strategic value.
Measuring B2B Influencer ROI
B2B measurement is more complex than B2C because the sales cycle is longer and attribution is harder. Key metrics include:
Pipeline influence: Track which deals in your CRM were touched by influencer content (the prospect watched a webinar, read a co-authored piece, or was referred by an influencer).
Content engagement: Measure engagement from your target audience specifically, not just overall numbers. Ten comments from CTOs at target companies are more valuable than a thousand likes from unqualified viewers.
Brand search lift: Monitor branded search volume before, during, and after influencer campaigns. An increase in people searching for your company name indicates growing awareness.
Lead quality: Compare the quality of leads generated through influencer-driven content versus other channels. B2B influencer leads typically convert at higher rates because they arrive with existing trust.
Common B2B Mistakes
Treating B2B influencers like B2C influencers. B2B influencer partnerships are relationship-driven, not transactional. A one-off sponsored post from an industry expert is far less effective than an ongoing collaboration.
Obsessing over follower count. A LinkedIn poster with 5,000 highly engaged followers in your exact target market is more valuable than a generalist with 200,000 passive followers.
Over-controlling the message. B2B influencers are chosen for their expertise and credibility. Giving them a rigid corporate script undermines the very thing that makes their endorsement valuable.
Ignoring employee advocacy. Your team is your most accessible and authentic B2B influencer asset. Support them rather than overlooking them.
For B2B brands considering TikTok ads alongside organic and influencer content, our guide on whether TikTok ads are worth it covers the data and ROI benchmarks you need to make an informed decision.
| Want to explore B2B influencer marketing on TikTok?Nonsensical is a specialist TikTok marketing agency that works with both B2C and B2B brands. Our influencer marketing team can help you build a creator programme that generates B2B leads and builds brand credibility.Get in touch to discuss your B2B influencer strategy. |
Further Reading
The Top 10 Global B2B Brands on TikTok (Insight Report)
Webinar: How to Grow on TikTok as a B2B Brand
The Difference Between Creators, Influencers, and Affiliates
About Nonsensical.
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce.
