B2B influencer marketing in 2025: What works, what doesn't and what's next
B2B influencer marketing in 2025: What works, what doesn't and what's next  
Podcast: Trust & Influence in B2B
Published On: Fri May 30 2025
Description: 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 spendingHow LinkedIn's new advertising tools are changing the influencer game completelyThe surprising effectiveness of Facebook for reaching C-suite decision makersWhy customer advocacy remains the most underutilized influencer opportunityThe critical difference between transactional campaigns and relationship buildingGuest 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 reachLong-term relationships outperform one-off campaigns every timeCustomer advocacy can generate millions in attributed pipeline when done strategicallyPlatform strategy matters: C-suite executives may not be active on LinkedIn dailyThe future includes AI agents as part of the buyer journeyChapters 00:00 Introduction to Influencer Marketing in B2B02:23 The Current State of Influencer Marketing05:45 Maturity and Creativity in Influencer Marketing08:04 Trust and Visibility in Influencer Relationships10:30 The Role of Technology in Influencer Marketing14:39 Exploring Different Platforms for B2B Influencer Marketing17:48 Defining Thought Leaders vs Influencers21:42 The Essence of Thought Leadership23:55 Influencer Marketing in B2B26:37 The Role of Customer Advocacy29:45 The Future of Influencer Marketing34:47 Practical Steps for MarketersFor sceptical CMOsBoth 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:If you enjoyed this episode, please leave a review on Apple Podcasts and share the episode with friends! Subscribe to the Trust & Influence in B2B podcast for weekly episodes on influencer marketing, thought leadership, and building trust in B2B.Subscribe:Apple PodcastsSpotifyGoogle PodcastsConnect with Our Guests:Katie Howell: [Social Media Links]Katie Martell: [Social Media Links]Joel Harrison: [Social Media Links]