B2B influencer marketing is a strategy where companies collaborate with credible individuals who have authority or expertise in a specific industry or niche — known as B2B influencers — and who can influence the buying decisions of other businesses in a professional or technical market.

Unlike B2C influencer marketing, which often focuses on lifestyle promotion or broad visibility, B2B influencer marketing centers on subject-matter expertise, credibility and peer trust to support complex purchase decisions.

Specifically, in B2B SaaS, influencers are typically industry experts, practitioners or consultants with engaged followings in specific roles or sectors. They may share insights via LinkedIn, podcasts, webinars, blog posts or events. These collaborations aim to educate audiences, shape perception and drive demand by aligning the brand with trusted external voices.

Effective B2B influencer marketing depends on long-term relationships, clear message alignment and measurable outcomes like engagement, lead quality or brand lift. The goal is to co-create content or experiences that deliver real value — not just paid promotion.

When done well, B2B influencer marketing builds trust, opens new markets and embeds the brand in key industry conversations.