Observed Signal · Jun 11, 2025 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Why CMOs Should Bet Big on B2B Influencers
This CMSWire editorial, authored by Goldcast COO Kishore Kothandaraman, argues that B2B influencer marketing delivers strong ROI and builds lasting credibility. It cites a surge from 34% of B2B marketers using influencer marketing in 2020 to 85% by 2024, with some studies showing a 520% return. The piece highlights LinkedIn's first-ever NewFronts as a signal of the platform's commitment to thought leadership content. It profiles several influential B2B voices such as Devin Reed, Heike Young, and Jen Allen-Knuth, and recommends strategies like favoring long-term partnerships (at least six months), co-creating content, and tracking ROI via UTM codes. The author provides practical advice on selecting authentic, authoritative influencers who align with brand values and can become embedded in product strategy.
Provides actionable insights on B2B influencer marketing trends and strategies, relevant to MarTech and advertising but not a major industry event.
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Key Takeaways & Evidence Grounding
- Usage of influencer marketing among B2B marketers grew from 34% in 2020 to 85% by 2024.
- Some studies report a 520% return on investment for B2B influencer marketing.
- LinkedIn hosted its first-ever NewFronts, emphasizing thought leadership video and creator-driven content.
- Effective B2B influencer partnerships typically run at least six months.
- Examples of B2B influencers include Devin Reed, Heike Young, Jen Allen-Knuth, Zoë Hartsfield, and John Barrows.
Connected Companies & Entities
8 Entities mapped“B2B marketing is in the midst of a human-led content transformation, and LinkedIn just made it official. At its first-ever NewFronts, the pl...”
“Other standout B2B influencers include Heike Young, head of content and integrated marketing at Microsoft....”
“Zoë Hartsfield, senior manager of product evangelism and video content strategy at Apollo.io....”
“Thousands of enterprise B2B marketers, from companies like Intuit MailChimp, ClickUp, Uber, Workday, and Microsoft’s GitHub, leverage Goldca...”
“Thousands of enterprise B2B marketers, from companies like Intuit MailChimp, ClickUp, Uber, Workday, and Microsoft’s GitHub, leverage Goldca...”
“Thousands of enterprise B2B marketers, from companies like Intuit MailChimp, ClickUp, Uber, Workday, and Microsoft’s GitHub, leverage Goldca...”
“Thousands of enterprise B2B marketers, from companies like Intuit MailChimp, ClickUp, Uber, Workday, and Microsoft’s GitHub, leverage Goldca...”
“Thousands of enterprise B2B marketers, from companies like Intuit MailChimp, ClickUp, Uber, Workday, and Microsoft’s GitHub, leverage Goldca...”
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