Marketing

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 a former LinkedIn Client Executive turned advisor to global organisations, Alicia Teltz has witnessed a structural shift in how modern leaders communicate. In this exclusive contribution for The Executive Magazine, she examines why CEOs who publish consistent, authoritative content increasingly outperform their peers across commercial results, stakeholder confidence, and talent attraction. Drawing on data-led analysis and extensive work with founders, chairpersons, and senior leaders, she argues that visible leadership has become a strategic requirement rather than a stylistic preference, reshaping expectations at the highest levels of business

In this exclusive contribution for The Executive Magazine, James Purcell, founder and chief executive of Love Warranty, examines the transformation of marketing in the automotive warranty sector. Drawing on his experience, Purcell argues that authentic influencer partnerships now represent one of the most effective channels for building consumer trust in industries historically plagued by complexity and opacity

In this exclusive contribution for The Executive Magazine, Francesca Wilson, Associate in Tax Resolutions at Crowe, examines the critical compliance challenges facing content creators as HMRC intensifies scrutiny of the influencer economy. In 2024, YouTube creators contributed £2.2 billion GBP to the UK economy, yet many remain unaware of their tax obligations. With platforms now sharing payment data directly with HMRC and targeted compliance campaigns underway, creators face significant penalties for undeclared income

In this exclusive contribution for The Executive Magazine, Meta Ads strategist Aggie Meroni examines whether influencer marketing still holds meaningful commercial value for eCommerce brands. Drawing on her experience managing paid social and creator campaigns across beauty, fashion, homeware and lifestyle sectors, she outlines the structural shifts reshaping trust, content quality and performance expectations. She explains why professional content creators are outperforming traditional influencers and how brands are adapting to a more accountable, results-driven model

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

As a former LinkedIn Global Client Executive and advisor to global organisations, Alicia Teltz has spent 15 years observing executive communication across SAP, Mastercard, Gartner and LinkedIn. In this exclusive contribution for The Executive Magazine, she examines why CEOs who publish consistent, authoritative content increasingly outperform their peers across commercial results, stakeholder confidence and talent attraction

In this exclusive contribution for The Executive Magazine, social media marketing expert Jon-Stephen Stansel examines how brands can leverage content creator partnerships to build authentic audience connections. Effective collaborations balance strategic guidance with creative freedom, allowing influencers to showcase products naturally within their established audiences. Integrating these partnerships into broader social media strategies strengthens brand authenticity, fosters meaningful engagement, and positions organisations as approachable participants in genuine online conversations

Transforming professional marketing through authentic creator partnerships, Execfluence.io is the new platform that addresses fundamental inefficiencies that have long plagued B2B advertising. With exclusive comment from Co-Founder Mark Mills, we find out how this groundbreaking platform will bring influencer marketing to the B2B landscape.

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