2025 Outlook on B2B Influencer Marketing, with Kristen Sesto & Guy O’Brien
Guy O’Brien and Kristen Sesto from Custom Influence talk shop on the B2B influencer and creator marketing industry, highlighting the significant changes and opportunities in the space after two years running the agency. The Founders discuss the importance of integrating influencer strategies into existing marketing channels, the role of events in enhancing brand visibility, and the potential for influencers to drive lead generation. They also reflect on the growing acceptance of influencer partnerships among brands and thought leaders alike, and the emerging trends that are shaping up for 2025.
Takeaways
B2B influencer marketing is maturing and gaining traction.
2025 is expected to see significant growth in the influencer space.
Influencer marketing requires a human-centered approach, unlike programmatic or biddable marketing channels.
Brands can leverage existing content through influencer partnerships.
Events are crucial for B2B marketing and can be enhanced with influencer involvement.
Influencers can help brands stand out in a crowded market.
Lead generation can be revitalised and re-invented through influencer collaborations.
LinkedIn is increasingly supportive of creators and influencers.
The definitions of influencers, creators, and thought leaders are becoming clearer - but will continue to evolve.
B2B brands and thought leaders are more open to influencer marketing than ever before.
Chapters
00:00 The State of B2B Influencer Marketing
09:48 Transforming Existing Marketing Channels
20:03 The Role of Creators and Events in B2B Influencer Marketing
30:04 Lead Generation, Demand Generation and Influencer Collaboration
40:00 Emerging Trends and Future Outlook