B2B Influencer Marketing: An Essential Communication Strategy?

Here’s what’s inside this post:

• B2B Influencer Marketing in Action
• B2C vs. B2B Influence: What’s Different?
• Why LinkedIn Is the Key Platform
• Why Collaborate with B2B Influencers?
• Why B2B Influencer Marketing Is a Growth Opportunity
• Final Thoughts

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For many professionals, influencer marketing may still sound like a B2C tactic reserved for beauty, fashion, or lifestyle brands. In reality, B2B influencer marketing has quickly become a powerful strategy for companies that want to connect with professional audiences, build trust, and generate leads.

At its core, influencer marketing brings together a brand and a content creator. In B2C, that creator might be a YouTuber or Instagram personality. In B2B, the “influencer” is often a respected expert or thought leader with a strong following on platforms like LinkedIn.

While B2C companies have relied on influencer campaigns for over a decade, B2B has begun to embrace the practice, with very different codes, audiences, and expectations.

So, what is B2B influencer marketing really about? Why should brands work with professional influencers? And how can businesses benefit from this fast-growing strategy?

B2B Influencer Marketing in Action

When most people think of influencer marketing, they imagine creators reviewing products on Instagram or TikTok. But today, the practice extends well beyond consumer goods.

B2B influencer marketing focuses on connecting with professionals, decision-makers, and niche industry communities. According to a TopRank study (2020), 96% of B2B marketers reported satisfaction with their influencer collaborations.

Globally, influencer marketing investments reached $15 billion in 2022, up from $6.5 billion in 2019. The reason is clear: ROI. On average, every $1 invested in influencer marketing generates $6.50 in return.

Instead of lifestyle bloggers, B2B brands collaborate with LinkedIn influencers, industry experts, and thought leaders who share content on leadership, management, business tools, and professional growth. These voices are trusted by their communities and can spark meaningful conversations among executives and decision-makers.

At Les Années Folles, we connect brands with leading B2B influencers like Inès Sivignon, a LinkedIn creator with nearly 30,000 followers, and Guillaume Attias, a TEDx speaker and expert in cognitive sciences. Their posts generate thousands of views and high engagement—proof that LinkedIn is now the stage for B2B influence.

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Profiles like Guillaume Attias TEDx speaker in particular, expert in Neuroscience and Cognitive Sciences applied to decision-making processes.

You may also be interested in checking out our blog post exploring 'Why Partner with a B2B Influencer Marketing Agency on LinkedIn?'

B2C vs. B2B Influence: What’s Different?

Influence in B2C often revolves around lifestyle content—fashion, beauty, sports—and collaborations that can be launched quickly with Instagram posts or TikTok stories.

B2B influence, on the other hand, is more complex and requires preparation:

• Campaigns target professionals, not consumers, so messages must be carefully crafted.
  
  
• Ambassadors test tools, platforms, or solutions to share credible insights.
  
  
• Content needs to educate, inform, and inspire, not just promote.
  
  
• Campaigns focus on reputation, expertise, and trust as much as conversions.
  
  

The goal is not simply to sell, but to position the brand as a trusted authority in its sector. That’s why B2B influencer campaigns often take longer to plan and execute compared to B2C.

Why LinkedIn Is the Key Platform

Unlike B2C influencers who thrive on Instagram or TikTok, B2B influencers focus on LinkedIn.

• 79% of LinkedIn members are over 34 years old (average age 44).
  
  
• 23 million people in France alone use LinkedIn, 69% of the country’s active professional population.
  
  
• 81% of B2B marketers are active on the platform.
  
  

LinkedIn has become the hub for professional thought leadership, networking, and influence. Executives, decision-makers, and industry leaders log in daily to learn, share insights, and follow voices they trust. For any B2B influencer marketing strategy, LinkedIn is the go-to platform. Explore more by reading our blog on Why LinkedIn Is Essential for Building a Strong Employer Brand

Why Collaborate with B2B Influencers?

B2B influencers bring together large, engaged communities of professionals around niche topics—marketing, HR, tech, neuroscience, or leadership.

Working with them allows brands to:

• Reach decision-makers their own teams might struggle to engage.
  
  
• Leverage expertise and credibility to strengthen brand authority.
  
  
• Amplify visibility and brand awareness across LinkedIn and beyond.
  
  
• Generate trust by communicating through a respected opinion leader.
  
  

According to CMIT research, professionals follow B2B influencers to:

• Stay up to date with industry trends (84.7%)
  
  
• Deep-dive into niche topics (82.9%)
  
  
• Fuel content curation (44.7%)
  
  

The Role of B2B Influencers

Unlike generalist creators, B2B influencers are experts in their field, often with 15–20 years of experience. They combine professional credibility with social reach, which makes them powerful ambassadors for businesses.

Content formats often include:

• LinkedIn posts and articles
  
  
• Webinars and panel discussions
  
  
• Blog contributions
  
  
• Video interviews
  
  
• Event participation
  
  

According to Onalytica, 87% of B2B influencer partnerships focus on content creation, with blog posts (83%) and videos (67%) being the most popular. Events and debates are also valued, allowing influencers to educate audiences while boosting event visibility.

For brands, the impact goes far beyond short-term sales, it’s about long-term reputation, brand image, and trust-building.

Why B2B Influencer Marketing Is a Growth Opportunity

Launching a successful B2B influencer campaign requires careful planning, a clear brief, and the right choice of ambassador. But when done well, the benefits are significant:

• Expert-driven communication tailored to the right audience
  
  
• Amplified reach and engagement on LinkedIn
  
  
• Stronger customer relationships through authentic storytelling
  
  
• Enhanced brand authority in the market
  
  

In France, B2B influencer marketing is still relatively new, but adoption is accelerating across industries, from HR firms and real estate to SaaS platforms and even health tech.

Explore 5 Steps to Launch a Successful B2B Influencer Marketing Campaign on LinkedIn.

At Les Années Folles, we’ve seen firsthand how collaborations with top B2B influencers drive measurable impact. That’s why more and more companies are making influencer marketing a core part of their B2B marketing strategy.

Final Thoughts

B2B influencer marketing is no longer a trend, it’s an essential communication strategy for brands that want to stay visible, credible, and competitive in their markets. By working with trusted LinkedIn influencers and thought leaders, businesses can connect with decision-makers, boost brand awareness, and build long-term trust.

👉 And you, when will you start your B2B influencer marketing campaign?

If you liked this article, be sure to check out our Influencer Marketing ebook for a complete guide.

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