B2B influencer marketing success requires careful influencer selection, data-driven measurement, and alignment with broader marketing goals. Marketers must balance AI-driven efficiencies with human creativity, ensuring that influencer partnerships remain trustworthy, measurable, and impactful.
Influencer marketing budgets continue to gain traction. In a 2024 TopRank Marketing survey, 81% of B2B marketers cited dedicated influencer marketing budgets, including 53% who said their budgets were growing, while 9% will introduce such programs in 2025. However, more investment is needed for technology, research, and audience analysis to scale programs effectively.