TL;DR

To build a strong B2B influencer toolbox:

• Find influencers who reflect your brand value and voice
• Don’t chase the numbers - focus on the niche instead
• Build a robust, flexible engagement strategy
• Track successes together

Influencers in B2B: Missed Opportunity?

According to a poll by InvespCro, 94% of marketers believe influencer marketing is an effective strategy for B2B. Yet only 24% of businesses have integrated it into their overall plan.

This is a missed opportunity. Unlike B2C, B2B decisions are shaped by long sales cycles, technical complexity and multiple stakeholders. Trust and credibility matter more than reach. Influencers in this space are not celebrities, but professionals—industry analysts, consultants, engineers—who can translate value into relevance. Ignoring these voices limits a brand’s ability to show up where it counts: in expert networks, peer conversations and procurement briefings.

This is especially true in the Middle East and North Africa. In markets where trust is relational and cultural cues matter, local B2B influencers bring something no paid campaign can replicate. They understand the language and the nuances that define credibility in the region. A recent study by Ogilvy found that Saudi Arabia leads globally in B2B influencer adoption, with every surveyed business using it in some form. The UAE follows closely at 96%. In Saudi Arabia, over half of the respondents see influencer marketing not just as outreach, but as a route to strategic partnerships.

What Works Best with B2B Influencers

B2B influencer marketing is a two-way street. Most B2B influencers are seasoned professionals with reputations to protect. The most effective content demonstrates expertise, earns credibility, and reflects well on both the brand and the influencer. For the collaboration to work, the content must resonate with both audiences.

The most effective formats are those that inform rather than promote. Co-authored guidebooks, product walkthroughs, expert commentary on LinkedIn, technical blog posts, or product/service review videos all work when the focus is substance. The best content addresses the real concerns of stakeholders, such as operational efficiency, cost impact, long-term viability. Whether product-based, narrative-driven, or designed to build brand awareness, the shared goal is to make the brand—and the expert behind it—believable.

Choosing the Right Influencer

Finding the right voices requires research. Search for niche-specific hashtags and look at who is posting, how often, and with what kind of response. Ask brand employees who they listen to in the industry. Platforms like HYPR, Qwoted, Insightpool, or NinjaOutreach allow you to search influencers by topic, geography, or industry. 

Once identified, avoid cold outreach. Engage with their work first. Comment, share and contribute to discussions. Build familiarity before making an ask. Influencer marketing is not just about visibility. It is about context and timing.

When the relationship begins, treat it as a partnership. Offer insights, resources and support. Allow room for their voice to come through. The less scripted it feels, the more powerful it becomes.

The strongest indicator that something will not work in B2B influencer marketing is when it looks like a transaction. If it is obvious that an influencer is being paid to speak, the message loses credibility.

Don’t Chase the Numbers

The best influencers are those whose personal brand aligns with yours. Their tone, values and audience should reflect the kind of market you are trying to reach. Sometimes, this means working with smaller, highly engaged profiles. Micro- and nano-influencers—those with modest but focused followings—tend to have stronger personal rapport with their audiences and are more likely to influence actual purchasing decisions.

How to Build an Effective B2B Influencer Strategy

Start by aligning on business goals. What is the influencer campaign meant to achieve? Is it brand visibility, demand generation, lead quality or thought leadership? Without clarity, even strong content will underperform.

Then build a detailed audience persona. Who are the people your audience listens to during a podcast, or follows on LinkedIn while scrolling during lunch? These are often peers, local experts or consultants, not polished content creators. Work with the influencer to map this network. The goal is to ensure the campaign speaks to influence, not just visibility. 

From there, integrate the influencer work into your wider marketing plan. It should reinforce the same brand messaging, support ongoing campaigns and be recognisable with the brand voice. Think in terms of continuity. Always-on campaigns perform better than short-term, sales-driven strategies. 

Content creation should be collaborative. Influencers bring their voice, but the brand must support the process. Give guidance on positioning, technical details and messaging priorities. Set up a fast approval process, but resist the temptation to over-script.

B2B Influencer Marketing Metrics

Brand awareness, engagement, traffic and pipeline influence each require specific indicators to evaluate performance. Work closely with your influencer partners and share insights from both ends—your brand’s platforms and the influencer’s content. Build in regular reviews to assess what performs best and refine your approach over time.

Keeping an Eye on the Horizon

Remember, the most effective B2B influencer marketing strategies are not set once and left alone. As business needs shift and new technologies emerge, so too should your approach. AI-generated influencers may soon become part of the mix. Whether they earn trust in B2B contexts remains to be seen. What will not change is the value of relevance, credibility and human connection.