B2B Brand | Marketing Shifts, Engaging the 95%, & Data-Driven Stories

Influencer Trends

B2B Influencers: What’s Really Going On?

We keep hearing all this hype about B2B influencers, but let's be honest—where are these campaigns? Why isn’t anyone seeing influencer-led content hitting their feeds? And here’s the real question: Is any of this actually new, or just a repackaging of the same old B2B strategies?

What’s Happening?

LinkedIn recently shared a piece breaking down why B2B influencer marketing is having a moment. Here’s their take: Today’s buyers are younger, savvier, and want content that feels personal. Translation: to reach them, brands need to go human. Here’s what they argue:

1. The New B2B Buyer – Think Gen Z and younger millennials, social media natives who expect LinkedIn to feel like Instagram, with personal stories and genuine insights. It’s fertile ground for creator-driven content.

2. Trust Isn’t for Sale – B2B influencers might not have millions of followers, but they’ve got niche credibility and trust. That’s arguably worth more than partnering with a big-name media brand, which buyers know is often just advertising by another name.

3. Self-Made Creators – B2B influencers are building their own audiences across platforms like LinkedIn and Substack, independent of major media companies. That independence? It’s a game-changer, and it just wasn’t there a few years ago.

Another piece on LinkedIn breaks down the cost-effective benefits of B2B influencer marketing, specifically how it engages niche audiences without breaking the bank. Cynically speaking, LinkedIn has a vested interest in influencer content driving more eyeballs to their platform. But here’s the thing—what’s being marketed as “influencer marketing” is essentially just updated B2B strategies we’ve seen before, like:

• Paying high-profile speakers at events ✅ 

• Hiring well-known experts to write articles or whitepapers ✅ 

• Producing video interviews for a touch of ‘brand halo’ ✅ 

• Roundtables with industry bigwigs ✅ 

So, what’s different? Transparency. The whole setup’s a little more transactional now. Think of it like this: where an author might have once viewed a media interview as PR, they’re now likely to get paid to not only share content but also post it to their own networks. Basically, we’re seeing an evolution from pure “owned” and “earned” media to a blended model of owned, earned, and paid influencer partnerships.

And there’s more: personal brands are increasingly valued over media brands. Personal authority, reach, and trust trump corporate logos. The stats back this up: a study in Nature shows parasocial influence boosts brand credibility and can even drive purchases. Influencers in B2B make brands feel real, relatable, and show exactly how products work in the wild.

Grow Your Own Influencers

Ogilvy’s report last year highlighted the big opportunity for internal influencers. In a lot of B2B sectors—like professional services or regulated industries—companies have experts who are already top-tier in their fields. Why not let them share what they know? Think Deloitte’s principles for content creation or Cisco’s influencer training program. Some companies are even investing in training to turn their senior people into creators.

But the true missed opportunity here? Activating every single employee. Personal networks have about 10x the reach of company social profiles, yet how many employees actually share the company’s posts? If more companies got serious about training and incentivizing employees to amplify company content, the potential would be massive.

So Who’s Doing B2B Influence Right?

There are definitely a few standouts experimenting with influencers:

• Hootsuite saw big results using influencers to launch its Social Media Career Report—1.2 million impressions, 20,000 engagements, 8,100 link clicks within weeks (though, we’re missing any comparison to regular campaigns).

• SAP brings in long-term influencers like Tamara McCleary to create content around trends and interview their execs at events like SAPPHIRE.

• SAGE launched a “Member Masterclass” hub for customers to learn from various experts, including futurist Tracey Follows.

The issue? Many of these examples feel like rebranded versions of what B2B has been doing for years. I’d love to hear from anyone who’s got a real example of fresh, innovative B2B influencer marketing. Let’s see something that truly moves the needle.

For now, we’re keeping an open mind and exploring the potential. Meanwhile, Fast Company recently ran a piece on “Corporate Influence” as the next frontier in B2B. It’s all about senior leaders building their personal brands, either to benefit their own companies—or even as paid influencers for other brands.

The industry hasn’t got it all figured out yet—no IAB equivalent for B2B influencer marketing to validate performance with research and case studies. But tools are emerging, like PRophet for PR, Creator Authority for LinkedIn influencers, Amp Creative for B2B influencer campaigns, and Megaphone for boosting organic reach.

📌 The Bottom Line

We’ll keep an eye on it. The potential’s there, but so far, we’re cautiously optimistic at best.

B2C Isights

Clicking With B2B Customers: Steal These Moves From B2C

If B2B influencers are all about going human and building trust, then it’s time we admit it: there’s a lot we can swipe from the B2C playbook. Brands like Adobe have been using humor and hyper-personalization to connect with customers for years. The lesson? Whether you’re selling to businesses or consumers, it’s still about people. Here’s what B2B marketers can learn from B2C when it comes to telling stories, leveraging data, and creating tailored experiences that stick.

1. Become Storytellers

B2C brands make us feel something—humor, nostalgia, you name it. B2B needs to get off the sidelines. Ditch the buzzwords and tell stories that spotlight real customer wins. It’s not about features; it’s about the hero’s journey, with your product as the secret weapon.

2. Hyper-Personalization at Scale

B2C knows how to make customers feel like they’re the only ones that matter. B2B can do this too, but without the steak dinners. Use AI and big data to create bespoke experiences at scale—tailored emails, dynamic content, and personalized offers that make prospects feel like VIPs without the heavy lifting.

3. Data, Data, Data

B2C marketing lives and dies by data, analyzing every click and scroll. B2B can (and should) do the same. Go beyond your CRM data—tap into third-party intent signals to identify hot leads and know exactly when to strike. Timing is everything, and if you’re not using data, you’re guessing. And guessing is expensive.

4. Make It Part of Your DNA

These aren’t one-off stunts—they’re a strategic shift. If you’re just dabbling, you’re missing the point. Embed these tactics into your brand’s culture and marketing playbook. It’s not about testing the waters; it’s about diving in headfirst and committing. The brands that do this right are the ones seeing real, lasting results.

🏁 The Takeaway

B2B buyers are just people with bigger budgets. Borrow from B2C’s best practices—storytelling, personalization, and data—and you’ll see your engagement and ROI skyrocket. It’s time to stop lagging behind and start playing to win.

Storytelling

Trust, Truth, and Tension: Storytelling Secrets For Brands

Borrowing from B2C is one thing, but at the core of every great brand—B2C or B2B—is the ability to tell a story that resonates. And in a world drowning in content, it’s storytelling that sets the real winners apart.

Everyone’s talking about storytelling in a “content overload” world, but how do you actually make your brand’s story cut through? Campaign Live recently dug into this at a BBC-hosted roundtable, and here’s the real takeaway: authenticity rules, but it’s not always pretty.

Brands that win are the ones willing to show a bit of grit—think Dove’s Real Beauty campaign or Poppy’s funeral directors tackling taboo topics. But it’s more than just “being real”; it’s knowing your audience, respecting each platform, and building trust. And here’s the kicker: Gen Z is treating influencers like friends, so if you’re in the B2B game, it might be time to embrace the creator economy. Authentic storytelling isn’t just a checkbox—it’s what keeps your brand relevant. Here’s what you need to know:

1. Search for Truth

Forget the polished, corporate fluff. Great storytelling leans into the grit—the real, raw stuff that actually resonates. Dove did it by spotlighting genuine struggles, not picture-perfect models. If your story doesn’t make someone feel something, it’s just another forgettable ad.

2. Know Your Audience (Really Know Them)

You can’t be everything to everyone, so stop trying. The best stories are laser-focused on who they’re speaking to. Whether you’re vibing with Gen Z on TikTok or keeping it buttoned-up for LinkedIn, tailor your message like you mean it. Britvic nailed this, pivoting their storytelling across products without losing the plot.

3. Adapt to Each Platform

One-size storytelling doesn’t cut it. What kills it on Instagram might flop on LinkedIn. The pros know this—BBC’s TalentWorks gets creators who instinctively adapt the story for the audience. Lean into the platform’s vibe, or risk coming off like a dad on TikTok.

4. Trust Is the Real MVP

Trust isn’t optional—it’s the foundation of good storytelling. Your audience needs to believe you before they buy in. Whether it’s a trusted influencer or a consistent brand voice, the goal is to feel like a conversation, not a pitch. Younger audiences see influencers as peers, so if you’re still playing it corporate, you’re missing the connection.

📌 The Bottom Line:

Authentic storytelling isn’t a trend; it’s the difference between standing out and getting scrolled past. Borrow from B2C, keep it real, and tell stories that make your audience feel something. That’s how you stay relevant. It’s no coincidence that the best B2B influencers are also the best storytellers. They’re the ones who can take a complex product and turn it into a narrative that feels personal, relatable, and real. It’s time we all lean into that approach.

Brand Awareness

Why 95% of Your Audience Isn’t Ready to Buy (And What To Do About It)

Even with killer stories and influencer tactics, most of your audience isn’t ready to buy just yet. So how do you stay top of mind without being pushy?

In B2B, it turns out only about 5% of your audience is ready to make a purchase at any given time. So what about the other 95%? They’re not interested right now, but they might be in the future. The trick? Stay on their radar. Here’s how:

1. Play the Long Game – Build a reputation as the go-to expert in your field by sharing valuable, no-strings-attached content. Think insights, industry updates, and practical advice that actually helps solve their challenges.

2. Seed Future Demand – Your goal isn’t to sell today; it’s to stay memorable. Offer content that genuinely benefits them (whitepapers, industry reports, etc.) so when they’re finally ready, they’ll think of you.

3. Make It Personal – Keep that relationship warm with personalized touchpoints. A well-timed email, a comment on their social posts, or an invite to a webinar can keep you relevant without being in their face.

4. Consistency Over Flash – The key is steady, genuine engagement. Show up on their radar just enough to remind them who you are and why you’re valuable—without overdoing it.

🏁 The Takeaway

Treat the 95% like future customers, and when they’re ready, they’ll already know who to trust.

The Wrap Up

The B2B landscape is changing fast—whether it’s influencer marketing that feels personal, storytelling that’s unfiltered or staying top of mind. The strategies making waves aren’t just about brand awareness anymore; they’re about staying relevant, building trust, and showing up where it counts.

If you’re still playing it safe with yesterday’s tactics, you’re already behind. It’s time to get bold, experiment, and make sure your strategy is set for 2025 and beyond.

Thinking of Planning Your Media Buying for 2025? 🤔

Thinking ahead to 2025? Now’s the time to make sure your media plan isn’t just ‘set it and forget it.’ For FinPro, HR, and Marketing pros, it’s all about landing your brand where it matters most.

🔗 Get your strategy lined up now so you’re ready to hit the ground running.