Let’s face it: B2B marketing hasn’t always been exciting. Traditional approaches have often relied on jargon-filled brochures, dry webinars, or stiff corporate messaging.
But that’s changing—and fast. Enter the B2B influencer. These aren’t your typical Instagram personalities. They’re industry experts, trusted voices and relatable professionals. They’re reshaping the way businesses connect with their audiences, especially in sectors where trust, credibility and regulation reign supreme.
But why are B2B influencers having their moment now? And what does this mean for businesses like yours? Let’s break it down.
What exactly is a B2B influencer?
If you’re picturing flashy endorsements or someone posing with your product, think again.
A B2B influencer is the person people turn to for advice in their field. They’re often consultants, executives, or specialists with years of hands-on experience. What makes them stand out is their ability to share insights that actually help.
Here’s a quick litmus test:
Do they simplify complex ideas in ways that make you say, “That makes so much sense”?
Are they the ones starting conversations at conferences, not just sitting in the audience?
Do you trust their advice over what a corporate email might tell you?
If yes, you’ve spotted a B2B influencer. Think about Ann Handley, a marketing influencer known for her LinkedIn posts and practical advice on content marketing. Or Dr. Atul Gawande, who turns complex healthcare topics into digestible, actionable insights. These individuals influence not because of flashy campaigns, but because they know their stuff—and their audiences know it too.
Why B2B influencers are changing the game
Still wondering why B2B influencers are so important? Let’s dig into the ‘why.’
People trust people
Let’s say you’re deciding between two cybersecurity providers. One sends you a slick sales pitch. The other has a consultant you follow on LinkedIn, who regularly shares insights on protecting your business from ransomware attacks.
Who do you trust more?
The consultant every time.
In fact, Edelman’s Trust Barometer reveals that 81% of people trust advice from experts—more than CEOs or traditional advertising.
Digital platforms are amplifying voices
LinkedIn isn’t just a platform for job updates anymore—it’s where conversations are happening.
Influencers now use tools like LinkedIn Live, blogs and video posts to connect directly with their audience. Take Chris Walker, who has built a following by consistently breaking down marketing strategies in ways that feel personal and actionable.
Complexity made simple
Regulated industries like finance or healthcare are notorious for being dense and jargon-heavy. Influencers step in to simplify. They translate complicated rules, strategies, or technologies into everyday language that resonates.
Thought leadership in regulated industries
For industries where trust is earned through knowledge and compliance, B2B influencers are gold. In healthcare, think about a specialist like Dr. Eric Topol, whose work around medical innovation makes even the most futuristic ideas seem practical. In finance, influencers like Brett King use podcasts and books to guide audiences through emerging trends in banking and fintech. These influencers are shaping the way people think about the future of their industries.
So, which type of influencer does your business need?
Not all influencers are the same. Which one best fits your needs?
- The Educator
Do you want someone who simplifies complicated concepts for your audience?
These are experts who regularly publish guides, host webinars, or lead training sessions.
2. The Connector
Need someone to bridge gaps between your business and hard-to-reach audiences?
These are influencers with strong engagement on platforms like LinkedIn or niche forums.
3. The Trailblazer
Want your brand to be associated with forward-thinking ideas?
Collaborate or be with someone who’s not afraid to predict trends or challenge norms in their sector.
The new thought leadership
In the past, companies would push whitepapers or host stuffy webinars to establish authority.
Today, thought leadership is about personal connection. Influencers bring personality and authenticity to industries that were once dominated by faceless corporations.
Take Microsoft’s CTO Kevin Scott. Sure, he represents a global brand, but his thought pieces about AI and problem-solving resonate on a personal level. This shift is making thought leadership feel more human and relatable—and it’s changing how audiences engage with brands.
Even micro-influencers—those with smaller but highly specific followings—are gaining traction. For example, a compliance consultant might only have a few thousand followers, but their insights could carry weight with key decision-makers in pharmaceuticals or manufacturing.
Benefits your business can’t ignore
Partnering with the right influencer can open doors your brand might struggle to unlock alone.
- Credibility: Influencers carry the trust of their audience, lending your brand authority by association.
- Precision: Their niche focus means your message reaches exactly the people you need.
- Engagement: An authentic voice sparks more interest than a corporate message ever could.
- Content that lasts: A great webinar or blog post created with an influencer continues to deliver value long after it’s published.
B2B influencers are essential for building trust, reaching the right people and creating content that makes the right people stop and think. But being a successful B2B influencer isn’t just about having expertise; it’s about having the right branding to back it up.
At NU Creative, we specialise in positioning businesses as industry thought leaders. Whether it’s refining your messaging, creating standout content, or developing a personal brand that truly reflects your expertise, we can help you establish credibility and authority in your field.
From campaigns that strengthen your position as a trusted voice to ensuring your brand looks and feels the part, we’ll work with you to lead the conversation and make a lasting impact.
Let’s start building your influence together.
