Disclaimer - just weeks ago I was a huge sceptic on influencer + B2B. A deeper dive into what is driving LLM discovery, a greater awareness that the old discovery funnel is collapsing precipitously fast and a reflection that B2C tactics can work for B2B, with the right frameworks and tweaks.
Influencer marketing in B2B has long been a punchline.
We’ve all seen the formula:
A “LinkedIn Top Voice” pushing viral carousels.
Sponsored webinars with 12 registrants.
Whitepaper quotes from people you’ve never heard of.
But here’s the shift no one in B2B is ready for: in the LLM era, influencers matter more than ever.
Why? Because influence isn’t just about persuading humans anymore. It’s about shaping the citation layer that machines learn from.
When your buyers ask ChatGPT, Claude, or Perplexity a question like“What’s the best ABM platform?” the answers aren’t being pulled from thin air. They’re stitch…
