"Here's what nobody tells you in the marketing conferences: your buyers are overwhelmed. They've sat through enough webinars with polished slides and rehearsed talking points. They've downloaded enough whitepapers that say absolutely nothing new. And they can spot AI-generated content from a mile away. Today, buyers are gravitating toward ad-free spaces where authentic recommendations outweigh brand-controlled content. But that stat doesn't capture the real insight: buyers aren't just seeking content; they're seeking people they can actually trust."
"Not reach. Not follower count. Authenticity. But here's what we've learned from running actual campaigns: someone with 50,000 followers and a 2% engagement rate will absolutely crush someone with 200,000 followers and a 0.5% engagement rate. Why? Because in B2B, you're not buying reach - you're buying access to specific decision-makers."
"Industry experts started showing up on LinkedIn not with polished corporate headshots but with authentic takes on business challenges. Professionals who had spent years refining their craft began sharing insights that resonated far beyond their immediate networks. And brands took notice. What began as a trickle has become a wave that's fundamentally reshaping how companies approach B2B marketing. Consider this: 53% of U.S. B2B marketers have growing dedicated budgets for influencer marketing."
Industry experts and seasoned professionals began posting authentic takes on LinkedIn, shifting attention from polished corporate messaging to genuine insights. Brands responded by increasing investment in creator-led B2B marketing, with 53% of U.S. B2B marketers expanding influencer budgets. Buyers are overwhelmed by rehearsed webinars, generic whitepapers, and detectable AI content, and they now prefer ad-free spaces and trusted individuals. Authenticity ranks above reach when selecting creators, and campaigns show higher engagement from smaller, engaged audiences outperforms larger, low-engagement followings. In B2B the goal is access to specific decision-makers rather than raw follower counts.
Read at Sfgate
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