B2B influencers were a hot, trending topic for go-to-market leaders in 2025. Everyone and their intern was looking for attribution tricks, smart payment models and the cleverest way to test and learn with an experimental program. This tried-and-true play of B2C became an emerging strategy in B2B SaaS, earning all the meeting minutes amongst revenue leaders with 65 per cent of B2B marketers already using or planning to use influencers, according to a Wynter survey back in Q3 2025.
At PartnerStack, we are dedicated to keeping those in the partnerships industry informed and up to date with the most innovative go-to-market motions that are actually working in the current market. Our goal was to cover the full funnel — from high-level strategy to tactical execution real teams could make happen with creators and influencers in the software space.
This is why we tracked the data and talked to the experts working with B2B influencers across the industry this year. To best support your planning for the year ahead, we rounded up our most effective playbooks, guides and articles to help you unlock budget and win revenue in 2026.
Guide: B2B Influencer Marketing for SaaS in 2025
This guide supports an executive’s understanding of a B2B influencer marketing strategy in today’s market, outlining the why and the what to C-suite stakeholders to secure budget and organizational buy-in for a B2B influencer strategy.
This content guides users and helps them understand B2B influencer marketing is shifting from purely awareness to a measurable, revenue-focused channel that leaders can tie to metrics like qualified leads and deal velocity. In this thorough breakdown of working with influencers and creators in SaaS, we get into audiences, payment models, what to expect when operating programs like this and so much more.
Read the guide to B2B influencer marketing for SaaS in 2025 here.
Partner Playbook: Building co-sell partnerships with right-fit B2B influencers
This Partner Playbook with PartnerStack Power User and Women in SaaS leader Bailey Beckham from CallRail offers clear tips to support sales enablement when it comes to activating B2B influencers at your SaaS company.
This playbook offers a co-sell model that provides a high ROI by aligning influencer incentives with pipeline creation — rather than just top-of-funnel clicks. Beckham makes training sales and partnership teams on the specifics of co-selling seem accessible and doable as she leverages a modern GTM motion for revenue generation and shows us all how to do it.
Read the partner playbook on building co-sell partnerships with right-fit B2B influencers here.
‍See more: What is co-selling in a partner ecosystem (and how can you do it)?
Feature: How B2B Influencers Fit Into Your Partner Program Strategy
Because program structuring matters. In this article, we show where and how the influencer channel integrates with existing affiliate, referral and tech partner programs. This is an information-packed read, but we thoroughly guide you through the idea that influencers should be treated as a distinct partner type that requires specialized compensation models (often performance-based) and dedicated content enablement. The content-first approach serves audiences best.
‍Read the article on how B2B influencers fit into your partner program strategy here.
How-To: B2B Influencer Marketing: Strategies for Vendors and Influencers
This niche article was created to best support SaaS vendors with the desire to better understand the mutual benefits, pain points and best practice engagement models from both the brand (vendor) and creator (influencer) perspective. With so much influencer content from B2C, we created a unique piece dedicated to supporting successful vendor-influencer relationships that are built on authentic authority, long term trust and clearly defined, not-restrictive creative guidelines in B2B SaaS.
Read the article on B2B influencer marketing: strategies for vendors and influencers here.
‍Read more: Wrapped: Top 8 PartnerStack success stories from 2025.
How-To: The Top B2B Influencers in Partnerships to Follow in 2025
Inspiration can do a lot — and let’s be honest, it’s the whole backbone of influencer programs, in a way. That’s why we rounded up thought leaders and maybe even some potential recruitment targets for you on this list. Maybe. Perspectives matter, and we wanted to identify some of the partnership pros that are influencing audiences (big and small) in our lil B2B partner ecosystem.
‍Read the article on the top B2B influencers in partnerships to follow in 2025 here.
Ask an Expert: Find and Recruit Right-Fit B2B Influencers for Your SaaS Partner Program
This article is for those looking to launch an influencer program and helps leaders create a repeatable, systematic process for sourcing and qualifying high-quality B2B influencers. Hint: Recruitment success hinges on clear Ideal Partner Profiles (IPPs) and using your existing network (think customers, affiliates) before cold outreach.
‍You might also like: Which partner program is right for you?
Feature: 8 Creator Program Tools for B2B SaaS Teams and When to Use Them
This article rounds up tools for immediate action for those who want to grow a creator program, identifying worthwhile investments in software for those who are new or looking to scale their creator program. Pro tip: Using a dedicated PRM (partner relationship management) tool like PartnerStack to manage tracking, commissions and mass payouts efficiently across your creator pool can save you lots of time and energy.
‍Read the article on 8 creator program tools for B2B SaaS teams and when to use them here.
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