Oct 2, 2026 · 36 min · 11 segments
Is it really alllll about follower count when it comes to B2B influencer marketing? It’s not. It’s more about who’s following you, than how many. Vin Matano, Founder of Creatorbuzz, talks about how…
I'll say in the traditional sense, influencer marketing is when a influencer or someone that has a, um, you know, maybe a large following in a particular niche promotes a product or service.
It's the same case with B2B, right? The traditional sense of influencer marketing is like, you know, maybe I wanna promote this water bottle, and you're in market for a water bottle, and you buy this water bottle.
It's an individual who potentially is a knowledge-based creator or a professional who has other professionals that follow them, and they're basically promoting a, maybe a software is most common or a service to help another business.
Let's go into what does a B2B influencer marketing program, what are, like, software companies doing to set these, set up a program right now?
I would say for our clients, majority of them are running LinkedIn campaigns, so you know, I'll use, uh, that sales use case as an example or maybe a marketing use case for your audience.
But, so for example, if there's a marketing technology company that exists, they obviously wanna get in front of other marketers.
Um, and there's a lot of trends that are happening right now within the go-to-market space that is, uh, kinda changing the way folks are buying.
So, you know, marketing departments are spending more and more on digital advertising, which, uh, they're actually seeing, you know, less conversions.
80% of the buyer's journey is done anonymously, so that means they're spending more and more on ads and essentially seeing potentially less return on that.
And buyers really wanna shop on their own terms and really shop and get recommendations from friends, from colleagues, from trusted advisors, influencers, and so that really kinda developed a whole trend of influencer marketing.
So going back to the example, if you're a marketing technology company and you sell to other marketers, um, instead of maybe running an ad and trying to use LinkedIn to target these marketers, you might work with individuals who have large followings that talk about marketing all day, every day, and their followers are all marketers.
Um, and you might kind of, you know, get them onboarded to your software and let them use the tool.
If they see value in the tool, they can promote the tool in a form of a sponsored post or potentially, like, a newsletter sponsorship or you as a, you know, podcast host, I'm sure you do a lot of s- brand partnerships as well to a professional audience.
What does, like, good look like in B2B influence, influencer marketing? Because I know for some brands it's hard to think about, "Hey, I need to shell out 10% of my budget to go do this." I know it's gonna get more and more as people realize that influencers have more influence, just how-
I'll say in the traditional sense, influencer marketing is when a influencer or someone that has a, um, you know, maybe a large following in a particular niche promotes a product or service.
It's the same case with B2B, right? The traditional sense of influencer marketing is like, you know, maybe I wanna promote this water bottle, and you're in market for a water bottle, and you buy this water bottle.
It's an individual who potentially is a knowledge-based creator or a professional who has other professionals that follow them, and they're basically promoting a, maybe a software is most common or a service to help another business.
Let's go into what does a B2B influencer marketing program, what are, like, software companies doing to set these, set up a program right now?
I would say for our clients, majority of them are running LinkedIn campaigns, so you know, I'll use, uh, that sales use case as an example or maybe a marketing use case for your audience.
But, so for example, if there's a marketing technology company that exists, they obviously wanna get in front of other marketers.
Um, and there's a lot of trends that are happening right now within the go-to-market space that is, uh, kinda changing the way folks are buying.
So, you know, marketing departments are spending more and more on digital advertising, which, uh, they're actually seeing, you know, less conversions.
80% of the buyer's journey is done anonymously, so that means they're spending more and more on ads and essentially seeing potentially less return on that.
And buyers really wanna shop on their own terms and really shop and get recommendations from friends, from colleagues, from trusted advisors, influencers, and so that really kinda developed a whole trend of influencer marketing.
So going back to the example, if you're a marketing technology company and you sell to other marketers, um, instead of maybe running an ad and trying to use LinkedIn to target these marketers, you might work with individuals who have large followings that talk about marketing all day, every day, and their followers are all marketers.
Um, and you might kind of, you know, get them onboarded to your software and let them use the tool.
If they see value in the tool, they can promote the tool in a form of a sponsored post or potentially, like, a newsletter sponsorship or you as a, you know, podcast host, I'm sure you do a lot of s- brand partnerships as well to a professional audience.
What does, like, good look like in B2B influence, influencer marketing? Because I know for some brands it's hard to think about, "Hey, I need to shell out 10% of my budget to go do this." I know it's gonna get more and more as people realize that influencers have more influence, just how-
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