Long-term influencer partnerships

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“While LinkedIn will continue to be the preferred platform for B2B companies, we’ll begin seeing an increase by B2B companies in engaging influencers on platforms such as TikTok where these industry thought leaders have also spent time building large and engaged audiences,” comments Justin Levy, Head of Social Media, Influencer Marketing & Community, ZoomInfo.

“I believe the future of B2B influencer marketing will have tunisia telegram data companies investing more of their marketing budgets in co-created content with influencers on emerging platforms like TikTok and Instagram,” suggests Sydney Dusselier, Senior Writer, Prophix. “As Gen-Z enters the workforce, there will be a demand for easily digestible, accessible, and relatable content. And the most successful B2B influencers will blend the entertainment value of short videos with the informative depth of traditional B2B assets. Growth-focused companies who prioritize building a genuine connection with popular and up-and-coming influencers will have the competitive advantage over businesses that focus only on in-house created content.”

Looking at the 2025 TopRank Marketing Report (coming soon!), we see that 46% of B2B marketers with very effective influencer programs engage influencers in long-term partnerships. Forty-seven percent of those with advanced programs utilize building long-term partnerships to differentiate their brands in the marketplace. The experts agree with this long-tail tactic.

Mandy McEwen added, “The whole game is evolving from ‘influence’ to actual ‘impact’ — think less about surface-level metrics and more about deeper, long-term relationships that drive business growth.”

“The future of B2B influencer marketing is poised for substantial growth and evolution,” says Rachel Miller, Founder, Swayd. “As the industry matures, we can expect an even deeper integration of influencers into core business strategies, with a focus on long-term partnerships and measurable ROI. Niche influencers with deep industry expertise will rise in prominence, offering more targeted and authentic content. The use of data and analytics with the assistance of AI will become increasingly sophisticated, allowing for precise audience segmentation and campaign optimization.”