The data is clear: B2B influence is in. Now it’s essential for growth-driven brands to stand out.
TopRank Marketing has been producing the annual B2B Influencer Marketing Report for 4 years now. With this original research, it’s been our mission to educate the market and generate conversations around an evolving strategy for reaching, engaging, and building trust with B2B audiences.
This year, we’re taking the next step with an in-depth exploration of key tactics, tools and innovations you can leverage to differentiate from the pack, informed by expert insights and unique data.
43% of marketers report outstanding results from their influencer programs — an increase of nearly 10 points from last year. Ready to join their ranks?
In the 2025 B2B Influencer Marketing Report you’ll find all of the insight and guidance you need to plan your strategy for the year ahead, including:
- Key successes and challenges in B2B influencer marketing
- Tactics and techniques that top performers are using to differentiate
- A deeper look at the practical elements of B2B influencer marketing, like payments, contracts, and resourcing
- Tips for measuring and demonstrating the unique impact of influencers
- Advice from a diverse array of top influencers and marketing experts to improve your results
- Insight on what’s working for enterprise companies and high-scale influencer strategies
- An influencer marketing action plan for 2025
Key themes covered in our new B2B Influencer Marketing Report
The maturation of B2B influencer marketing
As our friend Ann Handley recently shared with us for a blog post on what’s next, “If the B2B Influencer Marketing discipline were starting school this fall, it would be in high school. It’s mature enough to be waaaaay out of grade school, serious enough to be beyond middle school… but still young enough to be always evolving and growing.”
“There’s lots of opportunity,” Ann observed, “but we in marketing still make dumb mistakes.”
Our B2B Influencer Marketing Report is designed to help you gain grounded context around this growing discipline, learning from the mistakes and successes of others to inform and inspire your strategy.
82% of those reporting the most success with influencer marketing are using an always-on approach, compared to 39% of all others.
The rise of AI in influencer marketing
The growing impact of artificial intelligence, and especially generative AI, is undeniable in B2B influencer marketing, just as it is across all facets of business. Our latest report places a key emphasis on how AI tools are being used in influencer marketing, and where the greatest benefits are being seen.
44% of B2B marketers say that the use of AI to expand and optimize influencer content is the most important emerging trend in B2B influencer marketing today.
Putting influencer marketing into practice
The idea of B2B influence can seem vague in concept. The 2025 B2B Influencer Marketing Report aims to bring focus and practicality to these strategies and tactics so your organization can put them into action.
You’ll learn how marketers are finding influencers, negotiating terms, showcasing results upstream, and more. You’ll also come away with an action plan to get your program rolling.
More than half of all B2B marketers are using performance-based compensation models for influencers.
Ready to stand out from the competition and drive powerful reach and awareness in the new era of marketing? Sign up now to receive your copy of the 2025 B2B Influencer Marketing Report at launch.
