In B2B, influencer marketing follows the same playbook that we have been using for years, which is to leverage a niche audience that has been built by someone else. This is similar to buying a trade show booth or placing an ad in an industry publication.

We are expecting significant growth in influencer marketing from B2B brands this year. However, B2B influencers present themselves differently than D2C influencers. Here are a few examples of how B2B companies are already implementing influencer marketing:

1. Sponsorship: B2B companies can sponsor a podcast, go on a podcast as a guest, or invite a guest to their podcast to leverage the following of another individual. YouTube or LinkedIn Live could operate the same way.
2. Internal Growth: B2B companies can encourage and foster key employees, leadership, and SMEs to create and have a voice in their communities.
3. Evangelism: B2B companies can identify one or two individuals who will act as evangelists of the brand, the market, and who are looked upon as experts among their peers.
4. Hired Guns: This strategy involves hiring influencers who are known in the industry.
5. Advisor Roles: B2B companies can work with startup advisors to help market and drive influence, whether it's for investment or marketing. This is a hidden influencer strategy 9/10 times.
6. Creator Collaborations: B2B companies can collaborate with creators in a similar way to D2C brands.