7 Inspiring B2B Influencer Marketing Examples Driving Real Results
B2B influencing is not optional. It’s an important tool that should be part of your marketing strategy. It’s something that consumer brands have long used to drive sales.
B2B companies are now discovering that the right voices can unlock credibility, reach decision-makers, and generate impressive growth. However, many marketers still struggle to visualize what a successful B2B influencer campaign might look like.
This article showcases seven B2B influencer marketing examples that delivered real results. If you’re validating your strategy or seeking inspiration for your next campaign, these examples prove that influencer marketing can drive massive results.
Why B2B Influencer Marketing Works
B2B influencer marketing isn’t exactly the same as B2C. Instead of promoting products to mass audiences, B2B campaigns focus on building credibility with the right decision maker. This is typically done through thought leadership, educational content, and industry expertise.
The benefits can’t be understated. B2B brands gain access to highly targeted audiences, build trust through third-party validation, and create content that resonates with skeptical buyers.
In fact, 75% of B2B buyers use social media to support purchase decisions, and content shared by industry influencers generates 8x more engagement than brand-owned content.
While advertising is easy to ignore, influencer partnerships feel authentic. But what separates successful campaigns from mediocre ones
The best B2B influencer marketing campaigns don’t just feature experts endorsing products. No, they also weave compelling narratives that address real business challenges, humanize complex solutions, and spark real conversations within target industries. Here are 7 influencer marketing campaigns that do just that.
7 B2B Influencer Marketing Campaign Examples You Can Learn From
These seven b2b influencer marketing campaigns represent diverse industries, platforms, and approaches. But one thing they all have in common? Successful business outcomes.
1. How Cherry Lane Media Helped Typeform #GetReal With Authentic Storytelling
Brand Overview
Typeform, a B2B SaaS platform known for creating engaging forms and surveys, needed to connect with its core audience of creators, marketers, and knowledge workers in an authentic way that reflected real workplace experiences.
The Strategy
Cherry Lane Media developed a creator-led storytelling campaign anchored around the #GetReal survey initiative.
Rather than traditional influencer endorsements, the campaign featured diverse creators sharing genuine perspectives on workplace challenges like trust, burnout, and authenticity across
LinkedIn, TikTok, and Instagram. The multi-platform approach ensured content met audiences where they naturally consume information, while the survey mechanism created participatory engagement that went beyond passive content consumption.
The Results
The campaign generated over 1,300 survey responses and created cultural momentum around critical workplace topics. More importantly, it positioned Typeform not just as a survey tool but as a brand that understands and amplifies the voices of modern workers.
The Lesson
Authentic storytelling that addresses real human experiences elevates B2B influencer campaigns beyond product promotion.
When influencers share genuine perspectives rather than scripted messages, audiences engage more deeply and brands build lasting credibility. Cherry Lane’s campaign example demonstrates how strategic storytelling transforms B2B influencer marketing from transactional to transformational.
2. Dell Reaches 1.7M+ Prospects With Influencer-Amplified Content
Brand Overview
Dell Technologies operates in the competitive enterprise hardware and software market, where reaching IT decision-makers and technology leaders requires cutting through noise.
The Strategy
Dell partnered with B2B influencers to amplify content for targeted social distribution and engagement. The campaign focused on aligning high-value content with influencers whose audiences matched Dell’s ideal customer profiles.
The Results
The influencer-amplified campaign reached over 1.7 million prospects, which exceeded industry benchmarks for B2B content distribution. The reach translated into meaningful engagement with key decision-makers.
The Lesson
In Dell’s campaign example, we see that the most effective B2B influencer campaigns align substantive content assets with strategic influencer reach. Rather than asking influencers to create content from scratch, provide them with valuable resources they’re excited to share with their audiences.
3. SAP’s Podcast Strategy Proves Influencers Drive Long-Term Thought Leadership
Brand Overview
SAP, a global enterprise software leader, needed to establish ongoing thought leadership in emerging technology areas while building deep relationships with key industry voices.
Campaign Strategy
SAP developed a podcast series co-hosted with industry influencers and experts. Each episode was strategically mapped to specific marketing goals, from brand awareness to lead generation. The influencer co-hosts brought their own audiences and credibility, and cross-promotion extended reach across multiple platforms and communities.
Results
The podcast achieved incredible reach and download growth while enhancing SAP’s position as a thought leader. The long-form format allowed for more conversations than traditional social content.
The Lesson
Podcasts combined with influencer partnerships deliver longevity and credibility that short-form content can’t match. The format allows brands to explore complex topics, build genuine relationships with influencer partners, and create evergreen content that continues generating value long after publication. SAP’s campaign example shows how audio content can create sustained thought leadership.
4. IBM Launches Granite AI With a Multi-Platform Influencer Blitz
Brand Overview
IBM needed to launch its Granite AI platform in a crowded artificial intelligence market in a way that cut through the AI hype cycle.
The Strategy
IBM partnered with developer influencers and tech content creators for a coordinated campaign featuring short-form video across LinkedIn, TikTok, Instagram, and YouTube Shorts. The phased storytelling approach included preview content building anticipation, followed by reveal content demonstrating actual capabilities. The campaign leveraged platform-native content formats while maintaining consistent messaging.
The Results
The campaign generated 43 million impressions, 9 million engagements, and 68,000 link clicks-demonstrating that B2B technology content can achieve consumer-level virality when executed strategically.
The Lesson
IBM’s campaign example shows how technical B2B products can leverage creator economy platforms effectively. Blending niche influencer voices with creative storytelling across multiple short-form video platforms allows B2B brands to reach audiences with varying content consumption preferences. The key is adapting core messages to each platform’s unique culture and format expectations while maintaining strategic consistency.
5. Microsoft India Generates Millions in Pipeline With LinkedIn Thought Leadership
Brand Overview
Microsoft needed to drive cloud adoption among enterprise decision-makers in India, a market with unique business dynamics, regulatory considerations, and technology adoption patterns.
The Strategy
Microsoft India developed a localized LinkedIn campaign featuring continuous performance optimization, account-level targeting, and thought leadership content that positioned Microsoft as a strategic partner rather than just another vendor.
While not traditional influencer marketing, the campaign leveraged platform authority and content influence to mirror influencer dynamics by establishing Microsoft’s own team members as trusted voices.
The Results
The campaign reached 3.8 million individuals, acquired 2,400 decision-maker contacts, and demonstrated strong lead efficiency metrics that translated into substantial pipeline generation.
The Lesson
B2B brands can create “influencer-like” dynamics by building their own thought leadership presence, particularly on platforms like LinkedIn, where professional credibility drives engagement.
The line between branded content and influencer marketing blurs when companies invest in authentic expertise-sharing. Microsoft’s campaign example proves that strategic content and targeting can deliver influencer-level impact.
6. Adobe Doubles Engagement by Partnering With Industry Experts
Brand Overview
Adobe needed to reach analytics and data professionals with content about its enterprise solutions in a busy market.
The Strategy
Working with TopRank Marketing, Adobe identified influencers with genuine relevance over follower counts. The campaign incorporated expert contributions into content, then expanded those assets through influencer networks and LinkedIn promotion.
The Results
The campaign achieved 2x engagement compared to comparable Adobe campaigns and a 150% increase in LinkedIn form completion rates, demonstrating that influencer involvement drove not just awareness but conversion.
The Lesson
Adobe’s campaign example shows how strategic influencer selection directly impacts business outcomes. The quality of audience fit matters more than vanity metrics.
7. Engine Uses Humor + Influencers to Turn B2B Into a Viral Skit Campaign
Brand Overview
Engine, a B2B work travel solutions provider, faced the challenge of marketing a practical business service in an engaging way that would resonate with both business travelers and the executives who make purchasing decisions.
The Strategy
Engine partnered with influencers to create humorous, skit-style videos for LinkedIn, TikTok, and Instagram that dramatized common business travel frustrations. The platform-native content felt more like entertainment than advertising, making it highly shareable while clearly communicating Engine’s value proposition.
The Results
The campaign generated 510,000+ organic impressions, 11.7 million paid impressions, and 773 signups at a $51.75 cost per acquisition. The campaign also earned a Webby nomination for Best B2B Social Campaign, validating its creative breakthrough.
The Lesson
Engine’s campaign example demonstrates that B2B audiences appreciate creativity as much as B2C audiences do. Humor and platform-native content can break through in B2B marketing, driving both engagement and conversions. The misconception that B2B must be serious and formal limits creative potential. When humor aligns with genuine pain points, it creates memorability and shareability that traditional B2B content can’t achieve.
Key Lessons From These Campaigns
Across SaaS, enterprise, and services, success comes from strategy, authentic partnerships, cross-channel creativity, and clear audience intent.
Authenticity beats reach. The best results come from trusted voices with real audience alignment. Adobe’s engagement surge and Typeform’s cultural traction came from relevance, not follower counts.
Diversify your platforms. Campaigns from IBM and Engine proved that decision-makers live across LinkedIn, YouTube, TikTok, Instagram, and podcasts. Go where your audience already is.
Lead with story. Creator-driven narratives and conversational formats turned SAP’s and Cherry Lane’s content into shareable storytelling, not just product talk.
Blend macro and micro voices. Use macro influencers for awareness and micro ones for credibility and engagement depth.
Work With Cherry Lane Media to Build Your Influencer Strategy
Cherry Lane Media specializes in authentic B2B storytelling. Unlike agencies that deliver dry case study lists or tactical execution without strategic vision, Cherry Lane brings creative edge and narrative expertise to every campaign.
Cherry Lane Media helps B2B brands scale smarter with influencer strategies built on relevance, creativity, and results. We turn complex messages into stories people want to share.
