In a recent episode of The Problem with B2B Marketing, Kevin Sutherland discusses the challenges and evolution of influencer marketing in B2B with Joel Harrison and Katy Howell. The conversation highlights a significant shift towards a more accessible, human-centric model of thought leadership, driven by the declining trust in business communications and the rise of AI-generated content. The discussion also addresses the importance of fostering long-term relationships with niche experts while navigating the complexities of influencer partnerships to ensure credibility. Brands are urged to rely on genuine experts to connect effectively with their audiences amidst a crowded landscape.
Influencer marketing in B2B has evolved, but it fundamentally relies on building trust through genuine, expert voices amid an over-saturation of AI-generated content.
The need for long-term collaboration over transactional relationships has become vital for brands seeking to establish credible influence in the B2B landscape.
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