What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in 2024 and beyond?

With the recent launch of our all-new 39-page 2023 B2B Influencer Marketing Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology executives.

As marketers are asked to do more with less and prove return on investment (ROI), the popularity of influencer marketing has risen, as 94 percent of marketers have said that influencer marketing is a successful strategy for B2B, with greater numbers of B2B marketers increasing their level of influencer marketing maturity and sophistication and shifting even more towards always-on, relationship-based influencer communities.

The benefits of having an influencer marketing strategy in place have expanded — as our new report shows — with 61 percent of B2B marketers at organizations extensively using influencer marketing having seen increased sales revenue, 58 percent improved brand reputation, 47 percent improved brand advocacy, and the same percentage achieving improved retention rates.

Let’s jump right in and take a look at the future of B2B influence from 12 top subject matter experts.

12+ B2B Influencer Marketing Predictions From Top Experts & Influencers

Paul Dobson
Head of Digital Services
Cloud Software Group

In near terms, budget constraints will push influencer content further down the sales funnel, requiring proof of its impact on sales. Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.Paul Dobson
“Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.” — Paul Dobson Click To Tweet

Ursula Ringham
Head of Global Influencer Marketing
SAP

Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions. No one wants to buy from an AI that hasn’t done the work or used the product.Ursula Ringham
“Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions.” — Ursula Ringham Click To Tweet

Debbie Friez
Associate Director, Influencer and Social Media
TopRank Marketing

We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year. As measurement techniques refine, the true business impact of genuine relationships will come to the forefront, underscoring the value of trust and credibility in every partnership.Debbie Friez
“We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year.” — Debbie Friez Click To Tweet

Ryan Bares
Global Social Influencer Marketing Manager
IBM

AI will revolutionize B2B influencer marketing by enhancing influencer discovery, vetting, and collaboration. Expect platforms to integrate AI for content optimization, predictive analytics, and compliance, elevating campaign strategies.Ryan Bares
“AI will revolutionize B2B influencer marketing by enhancing influencer discovery, vetting, and collaboration.” — Ryan Bares Click To Tweet

Pam Didner
Vice President
Relentless Pursuit

Short-form video continues to be a major player in the realm of influencer marketing. I think we will also continue to see brands evaluating their influencer portfolio based on gender, age, and ethnicity to reach a broader audience.Pam Didner
“Short-form video continues to be a major player in the realm of influencer marketing. We will also continue to see brands evaluating their influencer portfolio based on gender, age, and ethnicity.” — Pam Didner Click To Tweet

Janine Wegner
Integrated Thought Leadership Strategy
Dell Technologies

In the upcoming year, AI, especially generative AI, will dominate, promoting global experts to influencer status. Enhanced translation and creative tools empower diverse voices worldwide, enriching perspectives and championing inclusivity.Janine Wegner
“In the upcoming year, AI, especially generative AI, will dominate, promoting global experts to influencer status.” — Janine Wegner Click To Tweet

Justin Levy
Senior Director, Influencer Marketing & Head of Community
Demandbase

By 2024, B2B companies will create distinct influencer roles, separating from standard social media tasks. LinkedIn will face increased API access demands, especially as other platforms limit data. Influencer campaigns will need to demonstrate direct contributions to sales, beyond just raising brand awareness.Justin Levy
“By 2024, B2B companies will create distinct influencer roles, separating from standard social media tasks. Influencer campaigns will need to demonstrate direct contributions to sales, beyond just raising brand awareness.” — Click To Tweet

Theodora Lau
Founder
Unconventional Ventures

This space will continue to evolve and thrive. With in-person events returning in full force, there are more things that KOLs can partner with brands on — making the engagement more interesting and engaging, and providing more channels to connect than ever.Theodora Lau
“With in-person events returning in full force, there are more things that KOLs can partner with brands on — making the engagement more interesting and engaging, and providing more channels to connect than ever.” — Theodora Lau Click To Tweet

Amy Higgins
Owner
Amy Higgins Consulting

The leaders in the space are finding creators who have clear points of view and add to the brand’s story. We are going to continue to see more co-marketing efforts between brands and between brands and influencers.Amy Higgins
“The leaders in the space are finding creators who have clear points of view and add to the brand’s story. We are going to continue to see more co-marketing efforts between brands and between brands and influencers.” — Click To Tweet

Jay Acunzo
Co-Founder
Creator Kitchen

In 2024, the creator economy will redefine B2B marketing. As traditional B2B reach wanes, genuine creator voices gain traction. B2B brands will prioritize partnerships with these impactful creators and cultivate such talent in-house.Jay Acunzo
“In 2024, the creator economy will redefine B2B marketing. As traditional B2B reach wanes, genuine creator voices gain traction. B2B brands will prioritize partnerships with these impactful creators.” — Click To Tweet

Casey Borrero
Influencer Marketing Strategist
TopRank Marketing

Influencer marketing is expected to undergo a transformation through the implementation of data-driven strategies. The process of selecting influencers will heavily depend on the utilization of sophisticated analytics tools to assess the effectiveness of campaigns and make informed decisions based on data. This methodology will enhance strategies and achieve maximum ROI.Casey Borrero
“Influencer marketing is expected to undergo a transformation through the implementation of data-driven strategies.” — Casey Borrero of Marketing Click To Tweet

Christopher S. Penn
Chief Data Scientist
Trust Insights

B2B influencer marketing in 2024 confronts a data gap due to platform fragmentation. Direct customer surveys, community monitoring, and adaptive strategies will be vital to gauge influencer impact in this evolving landscape.Christopher S. Penn
“B2B influencer marketing in 2024 confronts a data gap due to platform fragmentation. Direct customer surveys, community monitoring, and adaptive strategies will be vital to gauge influencer impact.” — Christopher S. Penn Click To Tweet
Learn More About The Future of B2B Influencer Marketing

As these insightful predictions from Paul, Ursula, Debbie, Ryan, Pam, Janine, Justin, Theodora, Amy, Jay, Christopher and Casey show, the future of B2B influencer marketing is a bright one indeed.

We offer many thanks to each for sharing their helpful insight on what the future holds for successful B2B influencer marketing.

There is much more to learn in our comprehensive new 2023 B2B Influencer Marketing Report, and industry media coverage about the insights it contains has begun in earnest, including MediaPost’s “B2B Galvanizers: Influencer Marketing Takes Hold In Business-to-Business,” MarketingProfs’ “What Makes B2B Influencer Marketing Programs Successful,” Financial Promoter’s “B2B Influencer Marketing Drives Revenue,” Hotwire Global Communications’ “The Drop on Influencer Marketing as a Service,” and LinkedIn’s* “This Week in Marketing: B2B as a Specialization.”

* LinkedIn is a TopRank Marketing client.

About the author

Lane R. Ellis has over 39 years’ experience working with and writing about the Internet. He writes for and manages all of the posts on the award-winning TopRank B2B Marketing Blog. Before joining the team here as Social Media and Content Marketing Manager, Lane spent more than a decade as Lead Editor for the prestigious conference firm Pubcon. When he's not writing about B2B marketing trends, Lane enjoys distance running (he's completed 11 marathons including two ultra-marathons so far), genealogical research, cross-country skate skiing, vegetarian cooking, and spending time with his wonderful wife Julie Ahasay and their cats Kukla, Twister, and Arlo in beautiful Duluth, Minnesota.