B2B influencer marketing is more effective when based on technical authority, trust, and niche relevance, acting as a validation factor in complex purchasing decisions with multiple stakeholders. In markets where purchasing decisions are complex and involve multiple stakeholders, the value of influence is increasingly tied to real credibility—and not just visibility.
This was the main debate at the 2024 BBN Annual Meeting, held in Barcelona, which brought together leaders from Park & Battery, Bader Rutter, and LinkedIn to discuss how influencer marketing can generate effective value in B2B. Drawing on practical experiences, the panel highlighted that influence is entering a new phase, sustained by authenticity, strategic alignment, and recognized authority, rather than audience size.
How is influencer marketing evolving in B2B?
B2B influencer marketing is evolving from a reach-centric logic to an approach based on trust and relevance. Throughout the discussions, it became clear that B2B brands need to view influencers as voices capable of generating technical credibility and genuine connection with specific audiences, rather than just as message amplifiers.
This change reflects a time when purchasing decisions are more complex, involve multiple stakeholders, and require reliable references. In this scenario, influence is built with consistency, knowledge, and affinity with the audience's context.
What changes on LinkedIn with the entry of Generation Z?
The rapid influx of Gen Z is transforming the way LinkedIn structures its content and engagement strategies. Rafaella Vota, Global Creative Agency Lead at LinkedIn, noted that this is the fastest-growing segment among the platform’s users in the United States, with a 70% increase in engagement since 2020.
This younger audience brings different expectations regarding language and formats. Lighter, more dynamic, and visual content, especially in video, is gaining ground. For LinkedIn, this means committing to more informal approaches without giving up depth, and working with influencers who actually have something relevant to say.
Who are the most effective influencers in B2B?
The most effective B2B influencers are those recognized as thought leaders, regardless of the size of their audience. According to Rafaella, in the B2B context, the influencer's value is tied less to the number of followers and more to their experience, authority, and ability to generate learning for the community.
Internal studies by LinkedIn indicate that 53% of an influencer’s value on the platform stems precisely from their expertise in the subject. This data reinforces the fact that authenticity and in-depth knowledge are the key assets of a successful B2B influencer strategy.
Why do niche influencers generate more value for B2B brands?
Niche influencers generate more value because they concentrate authority and credibility in specific segments. Ted Kohnen, CEO of the agency Park & Battery, shared a campaign developed for Squire Bank, whose challenge was to position the bank as the best option for lawyers.
The strategy bet on top legal professionals who, even without millions of followers, are highly respected in their field. By making them the protagonists of the narrative and creating an emotional campaign that valued the entire profession, the brand managed to authentically connect with new clients and strengthen its relevance in the sector.
Is B2B influencer marketing limited to social media?
B2B influencer marketing is not limited to social media and can—and should—explore other authority channels. As Ted Kohnen pointed out, conferences, specialized articles, newspaper columns, and industry events are equally effective ways to build influence consistently.
This multichannel vision expands the touchpoints between the brand and the audience and increases the legitimacy of the message. At Agência Sabiá, this perspective is valued precisely because it allows communication to reach the right people, at the right time, and in contexts where credibility is already established.
How does team integration impact influencer campaigns?
Team integration is decisive for the success of more complex influencer campaigns. This was one of the learnings brought by the McCain Mini Mashers™ case, presented by Ned from the Bader Rutter agency. The campaign, based on a chef battle, required the orchestration of online and offline channels, as well as live events.
To make this possible, it was necessary to redesign internal workflows and ensure that areas such as PR, social media, media, and creative worked in a coordinated manner. According to Ned, only with this total alignment is it possible to guarantee a cohesive message across all touchpoints of the journey.
How to choose influencers without compromising brand reputation?
Choosing influencers in B2B requires careful research and risk planning. In one of the discussed examples, Ned reported how a prior analysis identified a controversial history in a potential influencer, which could have compromised the entire campaign.
Ted added that, in another campaign, it was necessary to remove an influencer due to inappropriate online behavior. The campaign only proceeded without major impacts because it did not depend exclusively on that professional. This lesson reinforced the importance of always having a “Plan B” and not concentrating the entire strategy on a single person.
What are the main challenges and opportunities for B2B influencers?
The main challenges of B2B influencer marketing are linked to the scarcity of established influencers and the need for more strategic approaches. At the same time, these factors represent major opportunities for brands willing to invest in building their own relevant voices.
At Sabiá, we believe that an effective strategy involves identifying experts aligned with the brand's values, respecting the influencer's voice, educating them about the B2B solution—rather than controlling them—and avoiding blind bets on a single name. The scarcity of many B2B influencers in Brazil opens up space for brands to elevate trusted experts and occupy communication territories that are still underexplored.
