The 2026 B2B Creator Marketing survey has closed. But the story is just getting started
Hundreds of B2B marketing leaders across North America told us how influencer marketing really works inside their organizations. Right now, we’re digging into what they said.
Thank you for your interest in the 2026 B2B Creator Marketing Research survey! Data collection has officially concluded, and our research team at TopRank Marketing is deep in analysis.
We can’t share the findings just yet, but we can tell you the early signals are worth waiting for.
A few of the questions this year’s data will answer for B2B brands:
- How wide is the gap between always-on programs and everyone else? Year-round influencer engagement has been the hallmark of high performers for years. This year’s data suggests the divide is showing up in places we didn’t expect.
- Is AI search visibility a priority or a result? Marketers are naming visibility in tools like ChatGPT, Perplexity, and Gemini as a goal for the year ahead. Far fewer can point to outcomes. The distance between those two numbers tells a story.
- Can marketers really defend the influencer budget? Confidence in making the financial case runs high. The metrics teams actually bring to leadership tell a more complicated story.
- What do the most effective programs do differently? From technology stacks to compensation models to full-funnel integration, the best-in-class patterns in this year’s data are some of the clearest we’ve seen across five years of this research.
The full 2026 B2B Creator Marketing Report will break down B2B influencer marketing program maturity, strategy and goals, channel and content mix, creator selection and relationship management, AI adoption, and how teams measure and prove value.
