What makes a successful B2B influencer campaign?
At Wildfire, we’re big believers in the power of influencer relations. While consumer brands have long embraced influencers to drive awareness and engagement, B2B businesses have historically been slower to catch on. That’s finally changing.
In 2025, B2B influencer marketing has become a proven strategy for building credibility, shaping buyer perceptions, and driving business outcomes. But what actually makes a B2B influencer campaign successful?
To answer that, we spoke to some of the UK’s leading B2B influencers, including Applied Futurist Tom Cheesewright, who shared his perspective on how brands can get it right.
Insights from Leading B2B Influencers
According to Tom, a successful B2B influencer campaign is built on three essentials:
Authenticity – Audiences trust voices who genuinely know their subject. Brands must collaborate with influencers whose expertise aligns with their message.
Relevance – In B2B, reach means little without resonance. The right influencer is someone who shapes your buyer’s decisions, not just someone with a large following.
Long-term partnerships – The best results come from consistent collaboration, where influencers become true advocates rather than one-off endorsers.
These principles reflect a wider shift in the B2B marketing landscape. Buyers are looking for trusted voices who can cut through complexity, offer clarity, and build confidence.
From Awareness to Authority
For B2B brands in 2025, influencer campaigns aren’t just about awareness. They’re about:
Building brand authority in crowded markets
Driving thought leadership with credible voices
Creating content ecosystems that fuel engagement across channels
Strengthening trust with buyers who are more sceptical than ever
Watch the Full Science of B2B Influence Webinar
This blog is adapted from our recent Science of B2B Influence webinar, where we explored how leading influencers and brands are reshaping the future of B2B marketing.
This video was taken from our recent Science of B2B Influencer webinar. To watch the full recording, or download your free list of B2B tech influencers, click here.
