The numbers are difficult to ignore. According to our 2025 B2B Influencer Marketing Report, a remarkable 79% of marketers with mature influencer programs are seeing outstanding results. Despite statistics like this, many brand leaders still have one key question: Where does influencer marketing fit into my already robust marketing mix?
At TopRank Marketing, we’ve spent the last 15 years answering this question for mid-sized to enterprise brands across industries, from tech to healthcare, supply chain, SaaS, and everything in between. With so many options to choose from, including pilot programs, integrated influencer content campaigns, and, of course, the number one recommendation: always-on, there’s a strategy for every need.
While the scope and scale of these programs may vary, they all offer similar benefits, just to different extents. Before we dive into the specifics, it’s important to note that the advantages companies see from influencer marketing are closely tied to the goals they set. While this may seem obvious, the way influencer marketing is applied can significantly influence outcomes. Let’s take a look at our recommended programs:
Integrated Influencer Content Marketing Campaign: Typically runs for several months and across multiple channels, producing valuable content and helping identify the most effective influencers.
Example: Smartsheet’s #FruitfulWork campaign featured seven influencers and spanned several months, as the brand and influencers shared evergreen content ranging from articles to videos to social posts.

Case Study: How Smartsheet Built Awareness with B2B Influencer Marketing
Always-On: Over time, this influencer marketing strategy builds a rich content library and nurtures ongoing relationships with influencers who help accelerate both the quality and reach of the content, as well as foster organic advocacy.
Example: T-Mobile Business’ always-on program includes both high-profile and niche influencers who consistently create new content throughout the year, becoming familiar faces associated with the brand and producing evergreen material that can be leveraged for years.
Now that you’re familiar with the different offerings, let’s explore five key outcomes B2B companies like yours can achieve by working with influencers.
1. Influencers add credibility and authenticity to brand content
What happens when a brand identifies the topics that truly matter to its customers? It can finally connect with people who already have the influence it needs. By teaming up with experts who are respected authorities on those topics, brands can create content, communications, and advocacy that truly resonates. This approach feels authentic, speaks to the real concerns and goals of customers, and earns the trust of the audience the brand wants to reach.
“Collaborating with experts that are respected authorities on the topics of influence produces content, communications and often advocacy that is believable, is empathetic to the concerns and goals of real customers and is trusted by the audience the brand is trying to reach.” – Lee Odden, Co-Founder, TopRank Marketing
Statistic: 81% of marketers with mature programs use an always-on influencer strategy, which significantly boosts credibility and trust compared to one-off campaigns (2025 B2B Influencer Marketing Research Report)
Learn more: Always-On Influencer Marketing: What Is It and How Does It Work?
2. Influencers partnered with executives build brand thought leadership
Connecting external influencers with internal executives to collaborate on content, video conversations, virtual events and similar exchanges of ideas can validate key leadership messages of the brand. Whether it’s running a webinar discussing the findings of the brand’s most recent research or whitepaper to conducting a series of livestream videos or podcast interviews between key executives and external influencers, connecting trusted industry voices with brand messaging can drive credibility, differentiation and leadership.
Statistic: 44% of marketers co-create content with both executives and influencers (2025 B2B Influencer Marketing Research Report)
3. Influencers Enhance Content Integration & Reach
Relationships with B2B influencers are formed online, but their reach extends far beyond social media platforms and, when executed properly, can support a broader marketing strategy. Once created, their content shouldn’t just be published, engaged with, and then disappear into the ether. Instead, their content should be utilized in ads, email campaigns, embedded on key web pages, in order to amplify the reach of your marketing campaign. This type of content integration allows brands to connect with their audience in multiple places, creating a cohesive far-reaching impact.
“Influencer marketing as a discipline has been maturing over the past decade and is now an integral component of the marketing flywheel. The ability to reach new and varied audiences through partnerships with trusted creators and influencers is of keen interest to modern marketing leaders. “ – Angela Lipscomb, Influencer Relations Manager, SAS
Continued Reading: Case Study: Sprinklr and TopRank Marketing Bring Product Marketing to Life with an Influencer-Driven Masterclass Event
Statistic: 49% of marketers identified integrating influencer content across multiple tactics as the leading trend for 2025 (2025 B2B Influencer Marketing Research Report)
4. Influencers accelerate content production, promotion and impact
When effectively designed and planned, an influencer engagement effort can create a community of influence that the brand can tap for a variety of content creation efforts. Imagine having a group of 10, 25 or in some cases, 60-75 industry experts on-tap to engage on content projects.
Developing a community of influencers means creating genuine relationships between the brand and influencers based on mutual benefit and shared values. Not only does an engaged community of influencers help create content, but they are invested in the success of content distribution and impact because it benefits their own interests and that of their audience.
The reputation influencers develop on the topics of influence means trust when it matters most, making decisions about which B2B solutions to consider, evaluate and purchase.
Statistic: 53% of marketers co-create content with influencers to enhance brand engagement and reach (2025 B2B Influencer Marketing Research Report)
5. Influencer collaborations can help optimize brand content for search
There’s a strong connection between the topics people search for when seeking solutions and the topics where industry experts hold influence. Optimizing content with relevant keywords is key to improving search visibility, but adding influencers to the mix boosts credibility. With the rise of Google’s AI Overviews, which sometimes provide inaccurate results, it’s all the more important content comes from authoritative sources. After all, what’s the point of being found if people don’t trust what they find?
Marketers should also consider whether their influencers are recognized experts or thought leaders in their field in Google search. When these influencers contribute to brand content, their presence enhances both credibility and relevance in search results. Additionally, the SEO value of where influencers publish matters, be it their blog, industry publications, or other platforms. Evaluating the domain and link value of these platforms can help assess their influence on search rankings.
The SEO value of influencer partnerships varies by topic, but with the right research, brands can find opportunities that boost both findability and credibility at the very moment customers are searched.
“Influencer content boosts your brand’s visibility, prompting others to share your link within their own networks. This cascading effect amplifies audience engagement and brand awareness.” – Michael Kuzminov, CEO, HypeFactory
Statistic: 56% of marketers say that social media posts are the most effective influencer content type. SEO Impact: Higher engagement metrics contribute to better rankings in Google’s algorithm. (2025 B2B Influencer Marketing Research Report)
Of course, this is not a comprehensive list of all the benefits B2B brands gain from working with influencers; there are many more. Creative differentiation, scalability for growing brands, and acceleration of the buyer journey, just to name a few.
While many B2B marketers may only skim the surface of what’s possible when working with influencers, those who dig deeper can uncover tremendous value. Beyond short-term campaign impact, influencer collaborations can enhance long-term brand perception and thought leadership within an industry.
At the end of the day, the quantitative and qualitative data paints a definitive picture of the benefits, B2B influencer marketing is no longer an experiment but a proven, scalable strategy for brands looking to get ahead.
Ready to Reap the Rewards of Influencer Marketing?