Influencer marketing has become mainstream for B2B brands with 83% of marketers implementing or planning to implement programs in the next 12 months, according to our 2027 B2B Influencer and Creator Marketing Report.
Of those implementing influencer programs, 93% claim they are effective. The leaders in the B2B influencer and creator marketing space are doing a few things differently:
- 3X more likely to run always-on engagement (72% vs. 27%)
- Nearly 2X as likely to integrate influencer marketing with AI search optimization (49% vs. 27%)
- 3X+ as likely to have a fully documented strategy
Since 2020 we’ve surveyed thousands of B2B marketers implementing influencer marketing programs which has delivered five research reports featuring over 100 B2B marketers leading the way.
Today’s post continues that tradition by highlighting 20 B2B marketers helping define the future of influencer and creator marketing.
The professionals included in this list represent a who’s who of B2B brands including: Figma, Salesforce, Adobe, Anthropic, MongoDB, IBM, Broadcom, NVIDIA, Slack, Clay, Google Cloud, Lovable, Cisco (Webex), HubSpot, Canva, Dropbox, SAS, Semrush, Workday, and Intuit.
Please join us in celebrating these champions of influence for B2B brands and the advancement of B2B creator marketing into 2027 and beyond!
Roo Yeshpaul Johnson
Head of Creator Marketing
Figma
/in/rooyj
Rob Wolf
Senior Director of Social Media and Influence Marketing
Salesforce
/in/robhwolf
Jared Carneson
Head of Global Social. Senior Director
Adobe
/in/jaredcarneson
Lexie Barnhorn
Creator & Talent Partnerships
Anthropic
/in/alexisbarnhorn
Toni Bird
Director, Influence
MongoDB
/in/tonibird
Brandi Boatner
Global Influencer Marketing
IBM
/in/brandiboatner
Wendy Brown
Director Customer and Influencer Marketing – VMware Cloud Foundation Division
Broadcom
/in/wendyebrown
Mark Cai
Enterprise Influencer Relations Manager
NVIDIA
/in/mark-cai
Sabrina Barekzai
Director, Social Media Strategy
Slack
/in/sabrinabarekzai
Obaid Durrani
Showrunner
Clay
/in/obaidbot
Regina Hoshimi
Director Global Influencer Relations & Portfolio Marketing
Google Cloud
/in/rhoshimi
Danielle Ito
Influencer Lead
Lovable
/in/danielleito
Lina Forrestal
Social Media Lead | Cisco Enterprise Networking
Cisco (Webex)
/in/linaforrestal
Alanah Joseph
Head of Influencer Marketing, Creators HubSpot Media
HubSpot
/in/alanahjoseph
Kailyn Nunn
Influencer Marketing Lead, North America
Canva
/in/kailyn-nunn
Renee Roth
Head of Partnerships + Influencer Marketing
Dropbox
/in/reneeroth1
Angela Lipscomb
Influencer Relations Manager
SAS
/in/angelalipscomb
Nicole Ponce
Influencer Marketing Team Lead
Semrush
/in/nicolecponce
Tayler Felix
Principal, Global Social Media
Workday
/in/taylerfelix
Savannah Wiles
Staff Marketing Manager, Social & Influencer
Intuit
/in/savannahwiles
Be sure to follow each of these B2B influencer and creator marketing leaders to elevate your own journey towards mastering B2B influence.
For even more insights and data on the future of B2B influence, check out the 2027 B2B Influencer and Creator Marketing Report from TopRank Marketing and Ascend2.
