B2B brands build credibility beyond their own messaging. As buyers increasingly rely on outside validation—and AI systems cite many of the same third-party sources—marketers need to understand how those sources shape visibility, influencer strategy, and measurement.

Key Question: How can B2B marketers adapt their social and influencer strategies as buyers and AI systems place more weight on outside sources?

Key Stat: In the next 12 months, 77% of B2B marketers worldwide plan to increase paid social investment.