With brand confidence in the US remaining below 40%B2B brands are looking for ways to regain trust and engagement from their audience. But a lot B2B brands keep overlooking one marketing tactic: influencer marketing. Influencer marketing isn't just for B2C or direct-to-consumer brands. It has become a powerful, game-changing strategy for B2B brands of all sizes and audiences.

Influencer marketing offers a unique opportunity for B2B companies to cut through the noise AI generated content and capture attention with thoughtful, human-driven engagement. And research shows that people tend to believe it individual more than brands.

It's time for B2B brands to ditch the traditional marketing playbook and cut through the noise of AI with authentic influencer content. Because at the end of the day, B2B companies all have the same goal: building relationships with their audience to drive their business forward.

Related: 10 Indicative Examples of the Power of B2B Influencer Marketing

Outdoor B2B Influencers…and where to find them

Although B2B influencers are already starting to emerge in specific industries, finding them can be difficult, especially since they don't call themselves “influencers” per se. Although they can be difficult to find, it is important to B2B marketers to build closer relationships with them now as their audience grows.

Start by attending B2B events where executives talk and mingle. These events often feature influential experts in your industry and opportunities to network and network. You can even follow up on post-conference links via email or LinkedIn to continue that dialogue.

Don't even count webinars. They often feature influencers who specialize in areas important to your business and offer opportunities for live Q&A. There are also tools like SparkToro that analyze audience insights and influencer engagement metrics to match your brand's niche. Forming these connections makes a big difference in the long run.

Related: 9 steps to success when choosing an influencer for your marketing campaign

What to look for in a B2B influencer

Be it LinkedIn, Instagram, Twitter (X), TikTok or YouTube, usually an influencer has the power to “influence” decision makers faster than brands because they humanize content and amplify a brand in a more authentic way. It goes without saying that an influencer should specialize in your industry, but you also need to make sure they have the expertise to share your ideas in ways that are easily digestible.

Always research an influencer's reputation. Past collaborations and partnerships can provide insight into their influence and credibility during a campaign. How they interact with their community, whether it's responding to comments or coordinating LinkedIn Lives, can show how effective they can be.

Also rate their audience engagement. And don't focus on audience size! High number of followers is less important in influencer marketing. Instead, focus on how content creators produce content that answers the type of questions your audience is asking. Also, see how active an influencer's followers are and how they interact with posts. Ask yourself, “If I move forward with this influencer, will they lead customers to actively interact with our brand?” This is what B2B marketing leaders need to think about.

And remember – not all results from these efforts will be quantitative. There are also intangible, qualitative benefits that can signal a deep affinity for your brand. For example, a prospect sharing a heartfelt email after seeing your brand on Instagram from their favorite influencer.

Employee advocates turned thought leaders

With many B2B organizations trying to do more with fewer resources, influencer marketing can seem like a stretch. However, brands have a valuable and often overlooked asset: their employees. Encourage employees to become subject matter experts (SMEs) themselves by building a strong presence on professional platforms such as LinkedIn or X.

That said, not every employee will be a natural fit for the role of a thought leader. Enthusiastic employees and employees with expertise in particular areas will probably be the most effective. If you're a video marketing platform, for example, an introverted data analyst might not thrive as an influencer.

Promote a culture that supports and encourages advocacy. By empowering employees to share their knowledge, organizations can build a team of thought leaders who enhance brand credibility and authentically drive growth.

Related: How to turn ex-employees into lawyers

Unlocking the power of B2B influencer marketing

Influencer marketing isn't just for B2C brands. B2B brands now have a massive opportunity to use influencers to help build trust and engage with highly targeted communities. Case in point: 75% of B2B buyers now rely on social media to inform their purchasing decisions.

There is an audience for everything and customers will be more engaged and loyal when the content is uniquely original and valuable. It's just a matter of finding the right channel and influencers to tell your story with the right approach. Influencer marketing is a great way for B2B brands to find that audience and build trust. After all, B2C brands shouldn't have all the fun.