In the ever-evolving landscape of marketing, influencer marketing has found a firm footing far beyond lifestyle and consumer products. Business-to-business (B2B) companies are realizing that when done right, influencer marketing can generate leads, build thought leadership, and even drive sales. But there’s a catch—unlike in consumer markets, cringeworthy content sticks out like a sore thumb in the B2B space. So how do you execute B2B influencer marketing in a way that feels authentic, effective, and, most importantly, not cringey?
What Makes B2B Influencer Marketing “Cringe”?
Before diving into what works, it’s useful to look at what doesn’t. B2B influencer marketing missteps usually fall into one (or more) of these categories:
- Overly Promotional: When influencers sound more like sales reps than thought leaders, credibility crashes.
- Poor Fit: Collaborations with individuals who lack subject matter expertise or audience relevance can feel forced and inauthentic.
- Buzzword Soup: Jargon-heavy content that lacks substance is a turn-off for professional audiences.
- Low Value: Content that’s all fluff and no insight wastes your prospect’s time—something no business can afford to do.
Avoiding cringe starts with understanding your audience and aligning the entire campaign—from influencer selection to message strategy—at a much higher standard.
Understanding the B2B Audience
B2B buyers are not immune to marketing, but convincing them takes more than a flashy promo. These are professionals who value:
- Expertise: Proven knowledge and insights over popularity.
- Curation: Time is money; they appreciate content that is digestible and actionable.
- Trust: Relationships and reputation matter—a lot.
In B2B, the influencer is often not a typical “influencer” at all. Think CTOs, product managers, researchers, and consultants with domain-specific authority. These individuals have the ear of your target customers and are respected voices in their industries.
How to Do It Right: B2B Influencer Marketing with Integrity
Let’s break down how to execute a B2B influencer campaign that’s insightful, engaging, and cringe-free.
1. Choose the Right Influencers
Forget follower counts. In B2B, micro- and nano-influencers with deep expertise and engaged niche audiences often perform better than big names. Look for influencers who:
- Publish insightful LinkedIn posts or regularly contribute to industry forums.
- Speak at conferences or webinars in relevant niches.
- Are already talking about challenges your customers face.
Ask yourself: Would this person be invited to a roundtable with your customers? If the answer is yes, they’re likely a good fit.
2. Partner for Co-Creation—not Just Promotion
Top B2B influencers usually aren’t in it for a quick buck. They prefer partnerships where they can contribute their insights and retain their voice. Co-creating content—not handing them a script—is crucial. Consider these formats:
- Webinars: Collaborate on a special topic your target audience cares about.
- Whitepapers and Reports: Bring in an expert voice to enrich your content and boost credibility.
- Podcasts or Video Interviews: Let them share expert takes in a setting that encourages depth and nuance.
Co-creation also encourages long-term relationships rather than transactional one-offs—which leads to more believable endorsements and recurring exposure.
3. Deliver Real Value
Your goal should be to educate and inspire—not to sneak in a sales pitch. Work with influencers to uncover real pain points and deliver practical advice. This could take the form of:
- How-to guides and strategy breakdowns that solve real business problems.
- Use cases or case studies that highlight real-world successes (or even failures).
- Live Q&A sessions where audiences get access to expert minds.
Think of content that would make your ideal buyer say, “I didn’t know that—this is useful.” That’s the sweet spot.
4. Platforms Matter
LinkedIn is the undisputed king of B2B social influence. But don’t sleep on niche platforms—industry forums, Slack communities, or Substacks may hold pockets of highly engaged prospect groups. The key is to meet your audience where they already trust the voices around them.
5. Measure What Actually Matters
The ROI of B2B influencer campaigns isn’t always measured in likes and shares. Look at:
- Lead quality: Are conversations warming up post-campaign?
- Engagement depth: Are people clicking through, downloading, registering, attending?
- Brand lift: Is your company being mentioned more often in the right conversations?
Working with influencers isn’t just about tapping into reach; it’s about borrowing trust and credibility to initiate real conversations between peers.
Examples That Work
Need some inspiration? Here are a few brands that get it right:
Salesforce: Their “Trailblazers” initiative isn’t full of influencers in the traditional sense. Instead, it spotlights real users who are innovating within their teams. These stories build credibility and community without needing hype.
HubSpot: Often collaborates with marketing thought leaders for webinars, podcasts, and guest posts. It brings their product into the discussion without making it the star of the show—because the value of the conversation speaks for itself.
IBM: Worked with AI and data scientists to co-author papers and speak at conferences. These weren’t just PR events—they contributed to leading discussions in the tech community.
Common Pitfalls to Avoid
Even with the right approach, B2B influencer campaigns can go sideways. Here’s what to watch out for:
- Over-scripted talking points: Audiences can spot inauthenticity from a mile away.
- Too short-term: One-off posts rarely build real momentum. Invest in long-term relationships.
- Ignoring compliance: Always disclose partnerships. In the B2B world, transparency builds trust.
The Future of B2B Influence Is Hybrid
The next phase of B2B influencer marketing isn’t about personas—it’s about combining brand storytelling with authentic expert voices. This might take shape through:
- Executives becoming de facto influencers on LinkedIn.
- Customer advocates doubling as industry educators.
- Communities fostering micro-influencers from within.
In other words, influence isn’t exclusive to paid advocates. It can come from peer networks, employees, or loyal customers just as effectively—if not more so.
Takeaway
B2B influencer marketing doesn’t have to be awkward, inauthentic, or embarrassing. In fact, when done right, it can be one of the most strategic tools in your marketing arsenal. The trick is to elevate the conversation—because your audience expects and deserves content that educates, challenges, and connects.
The bar is higher in B2B, and that’s a good thing. It means that only marketers who prioritize trust, expertise, and true value will succeed. And there’s nothing cringe about that.
