Did you know over half of B2B marketing teams with influencer budgets plan to increase spending in 2025? It’s no surprise — 43% of B2B marketers report outstanding results from influencer campaigns, and nearly half plan to integrate influencer content across other tactics in the next year.
As influencer marketing grows in popularity, so does the competition. To stand out, creativity is your best tool. Data from our 2025 B2B Influencer Marketing Report backs this up: 60% of top-performing teams rely on unique content and creative campaigns to drive success.
Of course, being “creative” and “unique” is easier said than done. You might wonder: What do inventive, attention-grabbing influencer campaigns actually look like in the wild? To provide some inspiration, here are a few examples of concepts for creative B2B influencer campaigns that can engage, intrigue and excite your audience.
1. Do it live
Turn influencer collaborations into real-time events. Instead of pre-recording a podcast or gathering quotes for static assets, you could host a live roundtable or presentation with your influencer.
Promote the event in advance to build excitement, and let the influencer amplify the buzz. Live formats are engaging, memorable, and shareable. Plus, you can still offer the on-demand video content later.
2. Start a letter-writing series
Bring back the art of in-depth discussion with a modern twist. Collaborate with influencers via email, where they can thoughtfully articulate responses on relevant topics. Publish these as a series, creating multiple opportunities for engagement and shares. Every “letter” invites new readers and builds anticipation for the next.
3. Stage a friendly debate
People love a lively discussion that explores different viewpoints on a subject of interest. Identify influencers with differing opinions and host a fun, good-natured debate — on a podcast, live event, or social media. (They could even go back-and-forth via their own profiles.) Your brand can moderate and weigh in, while the debate sparks curiosity and engagement from audiences.
Here are a few examples of potential point/counterpoint debate topics in B2B industries:
- AI: The Ultimate Assistant or Job Killer?
- To Code or No-Code: The Future of Software Development
- Data Privacy in Healthcare: Is Regulation Helping or Hindering Innovation?
- Net Zero Goals: Genuine Progress or Greenwashing?
4. Play a game show
Show off influencer expertise with a game-show format! Whether it’s Jeopardy-style Q&A or Family Feud-inspired challenges, gamified content is entertaining, educational, and captivating. This approach also lends itself to opportunities for audience interactivity. Let influencers shine while creating buzzworthy, branded fun.
5. Try “influencers on influencers”
Inspired by Variety’s Actors on Actors series, pair influencers to interview one another. Provide prompts or let the conversation flow naturally. This can be especially effective in an always-on program where your brand and your influencers have gained familiarity and built comradery over time.
The candid interview format builds authenticity and creates content audiences love while providing the means to cover complex B2B topics in depth.
6. Build a masterclass
A masterclass is a highly engaging, expert-led educational event or content series designed to provide deep insights and actionable knowledge on a specific topic. It can be a great way to deeply leverage the expertise and authority of your influencers, while attracting a more sophisticated and serious audience.
As one example, TopRank Marketing partnered with Sprinklr to plan and produce Socialverse 2023, a documentary-style masterclass featuring social media thought leaders like Ann Handley and Jay Baer. The event was a big hit, driving over 5,000 registrations and 23 million impressions, and the campaign was honored by the 2024 Content Marketing Awards for Best Use of Influencer Marketing. Creative, compelling, influencer-driven content gets noticed and drives results!
- Learn more in our case study: Sprinklr and TopRank Marketing Bring Product Marketing to Life with an Influencer-Driven Masterclass Event
Remember: Influencers are a valuable source of creativity!
Influencers and creators build their own engaged followings because they have the ability to come up with ideas and content that draw people in. Plus, when they have a guiding hand in the development of a campaign, they are more likely to be invested. So don’t be afraid to solicit input and inspiration from the influencers you are working with. Sharing ideas like the ones above might help get their creative juices flowing.
As Amy Higgins, Director of Content Strategy for Cloudflare, advised in the 2025 B2B Influencer Marketing Report:
“When creating influencer content, let the influencers drive the vision. You may have an idea, brand guidelines, and messaging you want them to say – but then why are you using them? Influencers can provide authenticity and help create a narrative that you might not have thought of. Lean into that to help make your brand stand out.”
In influencer marketing, creativity is key
As B2B influencer marketing becomes increasingly mainstream, conventional approaches lose impact. The data is clear: creative campaigns and unique content are the top ways to differentiate your strategy. By embracing bold ideas, you’ll create memorable, effective influencer collaborations.
Ready to make your influencer marketing unforgettable? The experts at TopRank Marketing are here to help bring your vision to life. Let’s get creative!
