In marketing, an influencer, sometimes referred to as a content creator, is someone who can sway purchasing decisions within a specific industry or target market through promotional efforts.

Promotion is usually done on social media, through blog sites, or other means. B2B influencers often possess specialized knowledge, expertise or a significant following within their niche, allowing them to effectively promote products or services to a receptive audience. They are typically industry thought leaders, analysts, consultants or even other businesses with a strong reputation and established network.

Influencer marketing in the B2B space can take various forms, from LinkedIn endorsements and blog posts to speaking engagements and participation in industry events. By leveraging an influencer's credibility, companies can build brand awareness, generate leads and ultimately drive sales.

Compensation for influencer marketing can range from one-time payments for specific campaigns to ongoing revenue-sharing models through affiliate marketing programs. Influencers are an increasingly valuable asset for B2B companies looking to quickly build trust with audiences and quickly drive new customers.