B2B marketers are focused on improving influencer marketing strategies, with top priorities being audience targeting, performance measurement, and identifying the right influencers.
TopRank Marketing and Ascend2 surveyed 404 B2B marketing professionals in the US, revealing that social media posts and in-person events are the most effective types of influencer content.
The biggest challenges for B2B marketers with influencer programs are identifying and qualifying ideal influencers, as well as measuring results. They are also keeping an eye on trends such as integration with other marketing tactics and the use of AI.
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The State of B2B Influencer Marketing in 2025
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