The future of B2B influencer marketing is here. Grab a copy of the 2025 B2B Influencer Marketing Report to help chart your course with brand-new data and unique expert insight. Or you can read on to learn a little more about what’s inside.
Last year, our annual B2B Influencer Marketing Report found that 85% of B2B marketers were incorporating influencers into their mix. That number was up from 34% in 2020.
Clearly, B2B influencer marketing has gone mainstream. Merely using the approach no longer represents an advantage; now, it’s about differentiating and elevating your influencer marketing to stand out. So we made this the underlying thread of our newest report.
Here’s a snapshot of what you’ll find inside of our expansive new original research report.
Habits and traits of the most successful and scalable strategies
What’s working, what’s not? This is always some of the most valuable information to be gleaned from a report like this, so we made sure to cover it up-front. The 2025 B2B Influencer Marketing report shows that while 43% of all respondents report outstanding results from their influencer programs, that number jumps to 79% for marketers with mature programs.
Sounds great, but how can you take meaningful steps toward maturity? One example would be committing to consistent, ongoing engagements: Marketers who don’t use an always-on approach to influencer marketing are 17x more likely to report that their program is somewhat or very ineffective.
In the report, you’ll find plenty more factors for success, including the most effective influencer content types, top relationship-building tactics, and more.
Find brand new insights to drive influencer marketing success in 2025
Differentiating your B2B influencer marketing
It’s virtually impossible to do B2B influencer marketing better than the competition if you’re not doing it differently. A brand can follow all of the best practices to a tee, but if you’re not doing unique things with your strategy, you’ll have little chance to stand out from a growing crowd of practitioners using the approach.
So we wanted to find out: How are marketers striving to differentiate their influencer strategies from the market? We looked at tactics through the lens of those who consider their influencer marketing effective against all others. Some key areas of focus stood out, such as unique content, creative campaigns, data-driven targeting, and an emphasis on long-term relationship-building.
In addition to insight around ways to make your brand stand out, you’ll find advice in the guide from TopRank’s own seasoned subject matter experts as well as top influencer marketing voices from the field.
“Most recently, working with creators on Instagram and TikTok channels in B2B to create fast, dynamic campaigns in support of business objectives has been gaining traction. Especially with the strong ROI we’ve been seeing and the fresh viewers we’re attracting.” – Angela Lipscomb, SAS
Leveraging key influencer marketing trends
One critical part of differentiating your strategy while investing confidently is staying ahead of emerging trends. The 2025 B2B Influencer Marketing Report has you covered. Among other developing trends, we shine a spotlight on the use of AI for B2B influencer marketing, which is clearly establishing itself as one of those critical differentiators when done well.
Our research found, for example, that 44% of B2B marketers believe the use of AI to expand and optimize influencer content is the most important emerging trend in B2B influencer marketing today.
Learn about B2B influence from the experts
TopRank Marketing has been a pioneer in the B2B marketing space, helping top brands break ground with winning campaigns and strategies. We published the first-of-its kind B2B Influencer Marketing Report in 2020, and have since released this research annually to keep a finger on the pulse of this fast-changing discipline.
We hope you enjoy our latest and greatest edition of the B2B Influencer Marketing Report. If you’d like to discuss the findings with our team and how you can develop your own data-driven, integrated, differentiated strategy, we’d love to hear from you.
