Let’s get one thing straight: if you think B2B marketing is still just paid search ads and whitepapers... we need to talk.

In 2025, influence isn't just for beauty brands and fitness coaches. B2B buyers are tuning into creators who get their world , people who can cut through the noise, explain the complex, and offer honest opinions with a bit of personality.

Whether you're in SaaS, manufacturing, fintech, or even something as niche as regulatory compliance, there's a space for creators to help you connect with decision-makers who actually want to hear what you’ve got to say.

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Why Creators Matter More Than Ever

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We’re in the era of digital trust, and B2B buyers have wised up to what’s real and what’s just another polished sales pitch.

• 82% say creator content influences their decisions
• 87% prefer credible insight from trusted industry voices
• 79% engage with B2B creator content monthly

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That’s not a trend. That’s a shift in how people research, evaluate, and buy in B2B.

Creator content has become the modern version of word-of-mouth – a recommendation from someone in your LinkedIn feed, a helpful breakdown on YouTube, or a product walk-through in a Twitter thread.

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LinkedIn, Yes - But Not Only

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The LinkedIn report we’ve reviewed champions its platform (understandably), and for good reason: it’s trusted, full of decision-makers, and home to serious professional content.

But if you're only looking at LinkedIn, you're missing a huge part of the picture.

• YouTube is a powerhouse for product demos, expert explainers, and industry reviews – particularly in tech, SaaS and professional services
• Twitter/X is where thought leadership thrives, especially for founders, analysts and journalists
• Instagram and TikTok might surprise you – they're gaining traction with design, fintech, and sustainability creators who speak to a younger, visual-first leadership generation
• Podcasts are brilliant for deeper storytelling and behind-the-scenes insights (especially if you’re building brand affinity over time)

Let’s stop thinking in platforms and start thinking in people. Your audience is cross-channel – your strategy should be too.

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Who Are These B2B Creators, Anyway?

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They’re not just influencers. They’re advisors, analysts, internal advocates, and experts with something valuable to say.

Here’s who you might partner with:

• Industry Experts – consultants, analysts, seasoned professionals who influence strategy and procurement
• Micro-Creators – under 50k followers, but deeply embedded in niche sectors with strong trust and high engagement
• Internal Talent – yes, your employees and customers can be brilliant creators. You just need to empower them
• Thought Leaders – founders, execs and builders who aren’t afraid to have a point of view

As noted in the LinkedIn report, the creators who win aren’t shouting about features – they’re contextualising your product in real-world challenges and showing people how it actually helps.

That’s where real influence lies.

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Getting Started: Your 2025 Creator Marketing Checklist

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Here’s how to run a B2B creator campaign that actually delivers – not just on engagement, but on pipeline too.

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1. Define Your Business Goals

Be clear on whether you're after:

• Brand visibility
• Lead generation
• Trust and credibility
• Pipeline acceleration

Align your creator strategy with business outcomes. Don’t just chase likes – chase conversions.

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2. Know Your Audience (Like, Really Know Them)

Map out who makes the buying decisions – and who influences them. Then dig into where they spend time online and what kind of content they trust.

Spoiler: it’s often not glossy brand ads.

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3. Choose the Right Voices

Forget the “bigger is better” myth. Relevance and authenticity win every time.

Look for:

• Audience overlap
• Subject-matter credibility
• A tone that fits your brand (but also feels like a real person speaking)

Use tools like Pepper to help identify and vet creators who match your industry, audience and tone.

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4. Co-Create Content That Feels Natural

Give your creators freedom to interpret your message. If you want a scripted ad, buy one – but if you want real influence, let them speak in their own style.

Top formats that convert:

• Short-form video (still the highest ROI format)
• Webinars and live panels
• Carousels and visual explainers
• First-person LinkedIn posts
• Creator-hosted podcasts or customer interviews

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5. Amplify It Strategically

Don’t just rely on organic reach. Boost high-performing creator content with:

• LinkedIn Thought Leader Ads (great for exec voices)
• YouTube pre-rolls and mid-rolls featuring creators
• Instagram collabs and Stories features
• Pod snippets distributed across socials

Use paid amplification to extend reach and reinforce trust.

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6. Measure What Moves the Needle

Track:

• Engagement (likes, shares, comments)
• Website visits and bounce rates
• Lead volume and quality
• Deal progression and influenced revenue

Attribution in B2B is tricky, but don’t stop at top-funnel stats. Use UTMs, CRM integrations and post-campaign surveys to get the full picture.

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Real Examples, Real Wins

• Adobe partnered with creators like Steven Bartlett to speak to solopreneurs and creatives – and saw response rates 40x higher than benchmark
• Evonik turned internal specialists into LinkedIn Top Voices – building credibility and driving event visibility
• Lenovo ran Thought Leader Ads featuring employee content – and saw CTR jump by 63%

These brands didn’t just “use” creators. They collaborated with them to build campaigns that feel human, helpful and shareable.

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The Bottom Line

B2B creator marketing isn’t a nice-to-have or a side experiment anymore. It’s a measurable, scalable, and often cost-effective way to:

• Humanise your brand
• Reach the right buyers
• Build trust through real voices and relatable content

That said, influencer marketing in B2B is still unfamiliar territory for many. It hasn’t yet earned full buy-in across the board, and we know it can feel like a leap—especially if you’re trying to build internal support for something new.

It’s a space where we’re often asked to help teams develop a solid use case, grounded in real strategy and measurable results. If that sounds like you, drop us a message - we’d be happy to support you in shaping your approach.