Unlocking the Power of B2B Influencer Marketing
There is a misconception that influencer marketing is solely a business-to-consumer (B2C) tool. But the use of influencers in business-to-business (B2B) marketing is on the rise.
Traditional approaches often view B2B marketing as either highly technical or overly rational, thereby missing the opportunity to create authentic, engaging content. But Friday’s truck buyer is the same person as Saturday’s car buyer. One of the most memorable B2B truck ads would hold pride of place amongst the best B2C car ads: Jean-Claude Van Damme’s iconic demonstration of precision as he does the splits between two Volvo trucks moving backwards.
This gap in understanding and implementation hinders many businesses from fully leveraging B2B influencers to connect with decision-makers on a personal level. Consequently, the potential for authentic engagement and education through influencers remains largely unrealised.
But without a shift towards recognising the human element in B2B interactions and the potential of influencer marketing to address it, businesses risk remaining stagnant and disconnected from these emerging marketing trends.
"People buy from people," Yulia Edirisinghe, Agency Lead AUNZ, TikTok
One of the challenges of maintaining human authenticity in B2B influencer campaigns is the rapid uptake of Artificial Intelligence (AI) as a versatile tool offering unprecedented capabilities to optimise engagement and streamline operations. But AI can personalise content on a granular level, ensuring that marketing messages are both relevant and timely. This allows brands to hone in on specific decision-makers, serving them tailored content that addresses their immediate needs. AI can transform influencer campaigns into dynamic conversations that reflect the natural rhythm of B2B decision-making cycles.
Platforms like TikTok, once relegated to consumer interactions, are now recognised as powerhouses for B2B communication. The platform excels in blending entertainment and education – or "edutainment" – to craft authentic narratives that resonate with professional audiences.
The art of storytelling is central to bridging the gap between data and relatable content in the influencer space. Anchoring campaign narratives in real-world experiences that mirror customers' challenges and triumphs is what people connect with.
"It's the narrative, the story, that people connect with," Bryce Coombe, Managing Director, Hypetap
24HR Business Community B2B Influencer Panel, July 2025
As organisations devise B2B strategies, they must weave narratives that speak to the diverse needs and aspirations of their audience. By doing so, they foster connections that transcend traditional transactional boundaries, building loyalty and advocacy in the process.
For instance, MilkLab is a milk brand engaging its B2B audience (baristas, owners and managers of cafés and restaurants) with tailored and engaging content to specific business needs, such as increasing profitability and staff engagement.
Additionally, accounting software brand Hnry demonstrated how utilising creators can optimise marketing efficiency. The campaign resulted in a 10% reduction in cost-per-acquisition, an 11% increase in ad recall, and a 6% increase in brand awareness. These success stories underscore the tangible benefits of embracing influencers in B2B marketing.
Selecting the right B2B influencer requires analysing data beyond follower counts. Marketers need to understand engagement rates, audience demographics, and contextual relevance. Proper vetting ensures influencers align with brand values and maintain authenticity and credibility.
Examples of Australian B2B Influencers
JP Drake, from Drakes Supermarkets, an expert in retailing, with over 28,000 LinkedIn followers,
Eugene Healy, best practice branding, with over 189,000 Instagram followers and 144,000 TikTok followers
Many experts suggest taking an agile approach to B2B influencer marketing. This methodology allows brands to pilot campaigns, gather insights, and refine strategies before broader implementation. By starting small, focusing on genuine narratives, and leveraging technology thoughtfully, businesses can navigate this evolving landscape effectively.
"Start really small and then scale and test and learn," Jude Lamb, Head of eCommerce & Marketing at CUPRA
Potential challenges in applying B2B influencer strategies include concerns about brand safety. To mitigate these risks, brands can utilise content moderation systems and brand safety tools offered by platforms. Establishing a comprehensive framework for influencer campaigns ensures alignment with brand values and enhances audience trust.
The integration of authenticity, AI, and strategic storytelling is redefining B2B influencer marketing. Influencer campaigns on platforms like TikTok are increasingly blurring the lines between B2B and B2C, allowing for nuanced dialogues that engage, educate, and entertain. As marketers and brands look to the future, they remain tasked with striking a balance: to innovate without losing the essence of what makes their story resonate with those who matter most.
This article was written from a panel discussion on B2B Influencer Marketing in July 2025, as part of the 24HR Business Community series of events.
