How to work with B2B influencers in tech PR
In consumer marketing, working with influencers and social media personalities has long been part of the playbook. But what if you’re in B2B tech PR? Is there still a role for influencer marketing in a space that thrives on trust, credibility, and expertise over celebrity?
The short answer is yes.
Influencer marketing may be more commonly associated with lifestyle products and Instagram sponsorships, but it’s fast becoming a strategic tool for B2B brands too. In fact, nearly half (49%) of B2B marketers say they want to experiment with influencer relations—but most aren’t sure where to start.
That’s why we’ve been speaking to some of the UK’s leading B2B influencers to uncover how brands can engage with the right voices to drive awareness, credibility, and conversation in their industries.
Why B2B Influencers Matter
In B2B, the sales cycle is longer, the decision-making process is more complex, and the stakes are higher. B2B buyers are looking for insight and expertise—not entertainment. The right influencer can act as a trusted advisor, helping brands:
Reach niche professional audiences
Validate product messaging with real-world experience
Humanise complex technology
Build long-term credibility in a crowded market
Meet the Experts: Tom Cheesewright and Dr Sally Eaves
To get under the skin of effective B2B influencer relations, we sat down with two of the UK’s most respected voices in the tech space:
Tom Cheesewright – Applied Futurist and business technology expert, known for making complex trends accessible and relevant to industry leaders.
Dr Sally Eaves – #TechForGood advocate and global thought leader on emerging technologies, digital ethics, and sustainable innovation.
Watch the full webinar recording below to hear their candid views on how B2B influencers want to work with brands, what makes a campaign stand out, and why authenticity and long-term partnerships matter more than ever:
