The Rise of B2B Influencers: Maintaining Trust In A New World

Traditional ads don’t land as they used to:

• 84% of users scroll right by them
• 86% crave more real, human stories

Surprise: over-edited, staged brand content is losing its impact.

In fact: 49% of users now say they’d rather see an expert demonstrate real-world usage than listen to another marketing pitch.

With trust at a premium, how do you keep your audience listening?

WHY TRUST ISN’T GIVEN ANYMORE

It starts by recognising that emotions play a big role in decision-making, even in a data-driven B2B world.

A big name or flashy USPs no longer guarantees credibility. You need to earn trust by offering proof from sources people already believe.

Industry influencers, word-of-mouth recommendations, and real-life stories are the validators of decisions on an emotional level.

WHO DO WE TRUST - AND WHY?

When we scroll through our feeds, we’re most likely to trust three main groups:
1. Field Experts
They’re subject matter pros who back their insights with proven knowledge. We trust them because they’ve earned it over time.

2. Our Peers
Shared experiences build trust. When peers say something works, we think, “If it worked for them, it can work for me.”

3. Industry Influencers
Their personal stories create an emotional bond and help them stand out in a crowded space.

THREE WAYS TO TAP INTO TRUST

How do you align with these trusted voices to strengthen your brand credibility?
It starts with collaboration.

1. Leverage Demonstrated Expertise
Partner with experts who’ve proven their knowledge. Their endorsement says, “This brand has substance.”

2. Show, Don’t Just Tell
People want real demos and user testimonials. When a trusted voice shows how your solution actually works, it feels genuine.

3. Build Authority by Association
Influential voices can fast-track credibility. Their support shows their audience that you’re worth noticing.

THREE INFLUENCERS TO CONSIDER
In the B2B world, you’re not chasing celebrity endorsements.

Instead, you need more nuanced voices that deliver subject-matter expertise, authentic storytelling, and proof.

1. Company Product Specialists
They live and breathe your product. Their firsthand insights come across as authentic.

2. Active Product Users
They’re “people like me.” When they share success stories, it’s powerful social proof.

3. Industry Opinion Leaders
High-profile influencers who shape conversations in your niche. An endorsement from them boosts your status instantly.

BRINGING IT ALL TOGETHER
Trust isn’t automatic; it’s built through human connection, real expertise, and proven value.

Partner with influencers who get your brand and believe in it. Showcase authentic stories and real-world usage to meet the market’s craving for proof and community.

If you want to grow in this new B2B world, involve all three influencer types.

Each adds a vital layer to your trust-building strategy.