Marketing Briefing: B2B marketers invest more in influencer marketing as channel proves itself

B2B marketers are adding influencer marketing to the toolbox. 

As influencer marketing has continued to grow and normalize for B2C brands, marketers behind B2B brands have taken notice. Influencer marketing shops say they are seeing notable increases in request for proposals and interest from B2B marketers over the last year. Often the B2B marketers are seeking support to from influencer agencies to help find influencers or potential influencers within their B2B niche — everything from auto technicians to healthcare to SAAS brands — to create content for channels like TikTok, Facebook, Instagram, YouTube and podcasts as well as some interest in Reddit though LinkedIn is typically the primary channel.

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