Author name: Molly Ferncombe

A new study from the Influencer Marketing Hub 2025 B2B Benchmark Report shows that B2B brands using always-on influencer marketing outperform those relying on one-off campaigns. Long-term creator partnerships drive stronger credibility, engagement, and measurable results. Ryan Bares, Global Social Influencer Marketing Manager at IBM, notes that this approach depends on “continuous engagement with influencers to foster authentic, long-term relationships.

As B2B marketing enters 2026, standing out requires more than producing content. Research from Ascend2, TopRank Marketing, and insights from Cindy Anderson, CMO at IBM Institute for Business Value, and David Chen, VP of Marketing at Ascend2, shows that evidence-based thought leadership, amplified by trusted influencers and delivered across channels, drives engagement, credibility, and measurable results. Organisations that combine original research, interactive experiences, and full-funnel measurement are best positioned to earn buyer trust and influence decisions

Artificial intelligence is helping B2B marketers tackle long-standing challenges, from identifying niche influencers to optimising content and tracking performance. The Influencer Marketing Hub 2025 B2B Benchmark Report shows that teams applying AI strategically outperform manual approaches, building stronger engagement, more credible partnerships, and measurable results, all while preserving the authentic insights that make influencer marketing effective

User-generated content is reshaping B2B marketing. Research from G2, Bazaarvoice, Execfluence and TrustRadius reveals that 89% of buyers check review sites before purchasing, whilst Stackla data shows brands achieve 29% higher conversions with UGC. Studies from Forrester, Sopro, and Impression Digital demonstrate that peer reviews now outweigh vendor messaging, with B2B buyers trusting customer content 16% more than traditional marketing materials

According to TopRank Marketing’s 2025 B2B Influencer Marketing Research Report, organisations that maintain continuous, “always-on” influencer relationships are 17 times less likely to see their programmes fail. With insights from Ann Handley and IBM’s Ryan Bares, the study reveals that sustained collaboration, executive support, and long-term investment consistently outperform short-term, campaign-based influencer strategies in driving measurable B2B success

In B2B marketing, authentic voices now speak louder than polished campaigns. Research from Stackla, Nielsen, and Sprout Social shows that 92% of consumers trust organic content, 84% trust recommendations from known individuals, and employee-shared content converts seven times more frequently. From client stories to peer-led webinars, genuine insights and measurable results are reshaping purchasing decisions

A study by TU Dortmund University and the University of Passau reveals that non-executive directors significantly shape how companies respond to technological change. Prof. Dr. Graf-Vlachy highlights that the right mix of networks and cognitive flexibility can accelerate digital transformation, while entrenched expertise can slow it, showing that boards are as pivotal to innovation as CEOs