B2B Influencer Marketing

Social Media, Video, Events, and AI Are Driving Trust and Engagement

Report by Kelsey Voss  | UPDATED: Jun 26, 2025
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Table of Contents
Executive Summary
B2B influencer marketing is now an essential marketing strategy
EMARKETER Interviews
Sources
Media Gallery
About This Report
B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.
Topics
B2B Marketing
United States
Table of Contents
Executive Summary
B2B influencer marketing is now an essential marketing strategy
EMARKETER Interviews
Sources
Media Gallery

B2B influencer marketing is transforming digital strategies. Micro-influencers, video content, and events are reshaping engagement, while AI-powered analytics are optimizing influencer ROI. Learn how brands are leveraging trust, credibility, and data-driven insights to stay ahead.

Key Question: How can B2B marketers effectively use influencers to build trust, connect with target audiences, and track measurable results?

B2B Brands Are Increasing Their Dedicated Influencer Marketing Budgets (% of US B2B marketers, Sep 2024)
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Key Stat: In 2025, 53% of B2B marketers in the US will increase their influencer marketing budgets.

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    Table of Contents

    1. Executive Summary
    2. B2B influencer marketing is now an essential marketing strategy
    1. EMARKETER Interviews
    2. Sources
    1. Media Gallery

    Charts in This Report

    B2B Brands Are Increasing Their Dedicated Influencer Marketing Budgets (% of US B2B marketers, Sep 2024)LinkedIn Sees the Largest Growth as B2B Social Media Strategies Evolve (% of B2B marketers worldwide, by platform, Aug 2024)
    B2B Micro-Influencers Drive the Most Success (% of influencer marketers worldwide who have found success with B2B marketing in 2024, Oct 2024)Finding the Right Influencers Is the Biggest Challenge for B2B Marketers (% of US B2B marketers, Sep 2024)
    B2B Marketers Are Embracing AI for Content, Performance, and Influencer Selection (% of US B2B marketers that use AI to expand and optimize influencer content, Sep 2024)

    Interviewed for This Report

    Davang Shah
    LinkedIn
    Vice President of Marketing
    Interviewed March 13, 2025

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    First Published on Mar 27, 2025

    authors

    Kelsey Voss

    Contributors

    Vladimir de Leon
    Chart Editor
    Jasmine Enberg
    Vice President and Principal Analyst
    Donte Gibson
    Senior Charts Editor
    Naomi Rebuelta
    Copy Editor
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Paul Verna
    VP, Content