B2B influencer marketing in 2025: What works, what doesn't and what's next — Trust & Influence in B2B

Is B2B influencer marketing finally ready for prime time? In this episode, host Joel Harrison tackles this question with two industry experts: Katie Howell (20 years B2B social media expertise) and Katie Martell (former B2B marketer turned successful influencer). Discover why 51% of B2B campaigns now include influencers, how LinkedIn's new tools are changing the game, and why customer advocacy remains the most underutilized opportunity.

Key Highlights:

Why 51% of B2B campaigns now include influencers and 90%+ of CMOs plan to increase spending
How LinkedIn's new advertising tools are changing the influencer game completely
The surprising effectiveness of Facebook for reaching C-suite decision makers
Why customer advocacy remains the most underutilized influencer opportunity
The critical difference between transactional campaigns and relationship building

Guest Info:

Katie Howell has been a leading voice in B2B social media for two decades, helping brands develop influence strategies. Connect with Katie on Twitter and LinkedIn.

Katie Martell is a former B2B marketing executive now working as a top-tier influencer with brands like Adobe, Vimeo, and MailChimp. Connect with Katie on Twitter and LinkedIn.

Key Takeaways:

B2B influencer marketing requires subject matter expertise, not just reach
Long-term relationships outperform one-off campaigns every time
Customer advocacy can generate millions in attributed pipeline when done strategically
Platform strategy matters: C-suite executives may not be active on LinkedIn daily
The future includes AI agents as part of the buyer journey

Chapters

00:00 Introduction to Influencer Marketing in B2B

02:23 The Current State of Influencer Marketing

05:45 Maturity and Creativity in Influencer Marketing

08:04 Trust and Visibility in Influencer Relationships

10:30 The Role of Technology in Influencer Marketing

14:39 Exploring Different Platforms for B2B Influencer Marketing

17:48 Defining Thought Leaders vs Influencers

21:42 The Essence of Thought Leadership

23:55 Influencer Marketing in B2B

26:37 The Role of Customer Advocacy

29:45 The Future of Influencer Marketing

34:47 Practical Steps for Marketers

For sceptical CMOs

Both Katies recommend asking your buyers directly who they follow and trust for industry insights. Research shows 89% of buyers trust peer recommendations over brand messaging.

For marketing managers getting started:

Start with one influencer and focus on building a genuine relationship. Co-create content together and think long-term partnership, not transactional campaign.

Call to action:

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Connect with Our Guests:

Katie Howell: [Social Media Links]
Katie Martell: [Social Media Links]
Joel Harrison: [Social Media Links]