15 Top YouTube Business Influencers Shaping Modern B2B Marketing
Most B2B buying now starts long before anyone fills out a form. A large share of buyers research on YouTube. A founder trying to fix their pricing watches a breakdown at 11pm. A demand-gen lead studies a teardown of a go-to-market motion before a budget meeting. That is the buyer journey playing out on video, and it is why top YouTube business influencers have become real partners for brands that want to reach business decision-makers.
When a respected operator explains a category, walks through a real workflow, or interviews a founder, the audience extends some of that credibility to whatever the creator is associated with.
Used well, YouTube business influencers help brands build credibility and generate a healthy pipeline in a way a corporate channel struggles to match.
This article curates 15 creators relevant to B2B campaigns, with subscriber counts, what each is best for, and the kinds of collaborations that fit.
After the list, there is a short section on how these creators were chosen and what to check before you reach out.
(Subscriber counts are current as of publication and move constantly, so treat them as a snapshot. Where a creator's main audience or focus has shifted, we note it, because fit matters more than a big round number.)
15 Best YouTube Business Influencers
1. Jason M. Lemkin
About: Jason Lemkin is a SaaS founder, investor, and the creator of SaaStr, the largest community for B2B software founders. His content covers scaling from early revenue to real scale, hiring executives, and the operational realities of building a SaaS company, which gives him deep authority with founders and revenue teams.
Subscriber Count: His personal channel reaches a focused SaaS-founder audience; the broader SaaStr brand adds substantial cross-platform reach through its conferences, podcast, and site. @Jasonlk
Best For SaaS founders, CEOs, and operators focused on scale. His material works well for growth strategy, founder insights, and executive education, which makes him a strong fit for awareness and consideration campaigns aimed at software leaders.
B2B Collaboration Examples Lemkin's natural formats are conference sessions, founder interviews, and structured SaaS education. That suits sponsored educational content or expert panels where a brand backs real teaching for founders. The partnerships that work here are community-led and education-first, which is what the SaaStr audience shows up for.
2. Dan Martell
About: Dan Martell is a SaaS operator, investor, and growth educator who built and exited multiple software companies and now runs a holding company of SaaS businesses. His content focuses on scaling, pricing, systems, and founder performance, which makes him a magnet for revenue-minded builders.
Subscriber Count: 2.9M subscribers. @danmartell
Best For SaaS founders, CEOs, and operators focused on scale and efficiency. His videos are strong on growth strategy and business systems, so he works for both awareness and consideration among people actively trying to grow a company.
B2B Collaboration Examples Martell's content on scaling, pricing, time leverage, and founder mindset lends itself to expert interviews, sponsor segments, and educational integrations. A B2B SaaS brand that fits into that growth context, a tool a founder would actually use to scale, reads as a helpful recommendation, not an ad break.
3. Nathan Latka
About: Nathan Latka is a SaaS-focused interviewer and investor known for a data-driven, revenue-first style. Through his interviews he pulls specific numbers out of founders, from pricing to churn to growth, giving his audience unusually tactical business insight.
Subscriber Count: 65K subscribers. @NathanLatka
Best For SaaS founders, growth teams, and revenue leaders who want data-heavy, revenue-focused, interview-style content. His metrics-first approach makes him especially useful for decision-stage credibility, where buyers want proof rather than theory.
B2B Collaboration Examples Latka's formats are interview placements, founder spotlights, and product or growth breakdowns. Conversational segments that surface real business numbers fit his style, so a SaaS or revenue-focused brand works best when the segment lets him dig real numbers out of the conversation, which is what his audience came for.
4. Chris Walker
About: Chris Walker built his reputation reshaping modern B2B demand generation, challenging legacy lead and attribution thinking through his Refine Labs work and his "State of Demand Gen" and "Revenue Vitals" content. That body of work made him one of the most-cited revenue-strategy voices for CMOs and growth teams. He has since exited Refine Labs and shifted his personal focus, so his current channel is less B2B-centric, but his marketing catalog remains a strong reference point.
Subscriber Count: His demand-gen audience was built primarily through his podcast and LinkedIn, with a substantial video library from his Refine Labs era. @RefineLabs
Best For CMOs, demand-gen leaders, and revenue marketing teams. His perspective content is strong for thought leadership and category education, which fits upper-funnel credibility and strategic positioning.
B2B Collaboration Examples The collaborations that fit Walker's catalog are revenue-strategy discussions, attribution debates, and modern go-to-market commentary. His work is point-of-view driven, so any partnership needs to respect that independence. A brand aligns best by backing a strong opinion, not asking him to water one down.
5. Alex Berman
About: Alex Berman is a cold email and B2B lead-generation educator focused on outbound, prospecting, and pipeline building. His practical, tactical content has made him a go-to resource for founders and sales teams trying to book more meetings.
Subscriber Count 150K subscribers. @AlexBerman
Best For Founders, SDR leaders, sales teams, and B2B marketers. His content maps directly to lead generation, outbound, and pipeline support, which makes him especially useful for consideration and conversion-oriented campaigns.
B2B Collaboration Examples Berman's formats center on cold email, prospecting, and sales training. His audience responds to tactical B2B education, so the collaborations that land are outbound tools, sales-tech platforms, and lead-gen products demonstrated in a real workflow. Strong B2B influencer outreach content is exactly his lane, which is a useful signal of fit for sales-focused brands.
6. Josh Braun
About: Josh Braun is a B2B sales educator known for practical prospecting advice, conversation starters, and objection handling. His calm, non-pushy approach to selling has earned deep trust with sales teams who are tired of aggressive tactics.
Subscriber Count 30K subscribers. @JoshBraun
Best For SDRs, sales leaders, and teams focused on better prospecting. He is well suited to tactical education and trust building, with a practical, high-intent B2B audience that takes selling seriously.
B2B Collaboration Examples Braun's content covers sales training, objection handling, and practitioner-led technique. His audience expects insight first and promotion second, so a sales-enablement or sales-tech brand fits when the collaboration teaches something real. His viewers accept partnerships built on real sales education and tune out anything that feels like a hard product push.
7. Neil Patel
About: Neil Patel is a broad digital marketing authority whose YouTube channel is highly relevant for B2B marketers. He co-founded NP Digital and teaches SEO, content marketing, and step-by-step growth tactics. His content is not exclusively B2B, but his audience and subject matter are squarely useful for B2B growth teams.
Subscriber Count 1.4M subscribers. @neilpatel
Best For B2B marketers, SEO teams, founders, and growth teams. His education-driven videos work well for awareness and consideration, and his practical, easy-to-implement style suits marketers who want to act on advice immediately.
B2B Collaboration Examples Patel's formats are SEO, content, and digital-growth education. Sponsored content works when it stays instructional, so a marketing-software or SEO-tool brand fits when the video teaches buyers how to solve a real problem. Kept tied to marketing education, his partnerships read as useful instruction, and that is what his audience rewards.
8. Gary Vaynerchuk
About: Gary Vaynerchuk is a major business and branding voice with a massive YouTube presence built around entrepreneurship, content, and personal-brand building. His audience spans founders, marketers, and business builders, and his energy makes him a natural top-of-funnel amplifier.
Subscriber Count: 4.5M subscribers. @garyvee
Best For Founder storytelling, brand building, and broad business awareness. His strongest fit is upper-funnel visibility and attention, and his tone works best for bold, personality-led campaigns rather than quiet, technical ones.
B2B Collaboration Examples Vaynerchuk's content on branding, social media, and content creation suits collaborations structured around his high-energy, opinionated format. A brand partnering with him is buying reach and attention across a broad business audience, so the fit is strongest for awareness plays with room for his personality, not ones that try to rein it in.
9. Tim Ferriss
About: Tim Ferriss is a highly respected interviewer and systems thinker whose long-form conversations with founders, investors, and world-class performers dig into productivity, optimization, and decision-making. His credibility with ambitious business audiences is deep and durable.
Subscriber Count: 2M+ subscribers. @TimFerriss
Best For Founders, executives, and operators who value systems and better decisions. He is especially strong for deep thought leadership, which makes him a fit for awareness and long-term credibility rather than quick tactical pushes.
B2B Collaboration Examples Ferriss's formats are in-depth interviews, high-performance frameworks, and thoughtful business learning. Collaborations need to match his analytical, unhurried style, so a brand fits when it can support a substantive conversation. Executive-education and tools-for-thinking categories align most naturally with his audience of ambitious operators.
10. Noah Kagan
About: Noah Kagan is a startup and marketing creator with strong tactical appeal, known for business experiments, marketing tests, and revenue-growth stories drawn from building AppSumo. His content is accessible and action-oriented, which resonates with early-stage founders and growth teams.
Subscriber Count: 1M+ subscribers. @noahkagan
Best For Founders, startup marketers, and growth teams. He works well for experimentation, product, and audience-growth content, with a fit for awareness and education among people building something right now.
B2B Collaboration Examples Kagan's content covers startup experiments, marketing tactics, and monetization, grounded in real founder learning. Authentic, action-oriented partnerships fit best, so a tool or platform works when he can put it to work in a genuine experiment his audience can follow and copy.
11. Patrick Bet-David
About: Patrick Bet-David is an entrepreneur and business commentator whose Valuetainment media reaches a large executive audience. His content spans business, leadership, and current affairs, and appeals to founders and CEOs who want strong, opinionated takes.
Subscriber Count: 6M+ subscribers. @VALUETAINMENT
Best For CEOs, founders, and senior operators. He fits bold thought leadership and strategic commentary, and works for credibility and awareness among a leadership audience that values conviction.
B2B Collaboration Examples Bet-David's formats include leadership content, decision-making breakdowns, and business interviews. Because his content wades into politics and current events, a brand should weigh brand-safety fit first. Where it aligns, executive-level brand association through his high-conviction interviews carries real weight with a founder and CEO audience.
12. Alex Hormozi
About: Alex Hormozi is a direct, high-trust business educator focused on scaling companies, built around his Acquisition.com portfolio. His content on business growth, offers, and operational discipline is deliberately no-fluff, which has earned him an enormous and highly engaged audience.
Subscriber Count: 4.2M subscribers. @AlexHormozi
Best For Founders, operators, and teams focused on growth and execution. His practical, no-nonsense style suits direct-response and performance-driven campaigns, and his audience trusts him to cut straight to what works.
B2B Collaboration Examples Hormozi's content on scaling, offers, and business systems fits sponsorships that preserve his tactical tone. A brand works when the product genuinely helps a business grow and can be shown in that plain, results-first style. Kept tied to business-growth education, his endorsement lands with operators who are actively executing.
13. Steven Bartlett
About: Steven Bartlett is a founder, investor, and interviewer whose Diary of a CEO has become one of the world's biggest business shows. He built and sold Social Chain, invests widely, and reaches a large audience of founders and senior decision-makers through long-form conversation.
Subscriber Count: 10M+ subscribers (Diary of a CEO). @TheDiaryOfACEO
Best For Founders, executives, and modern business audiences. He fits thought leadership and authority building, with strong top-of-funnel brand credibility for premium, executive-facing brands.
B2B Collaboration Examples Bartlett's formats are interview-based content and founder storytelling. His partnerships tend to be prestige-driven and built around high-quality conversation, so a brand fits when it can support depth and trust, not a fast plug. The value is association with a serious, widely respected business platform.
14. Leila Hormozi
About: Leila Hormozi is the CEO of Acquisition.com and a scaling and operations voice with strong founder relevance. Her content focuses on business growth, systems, and practical leadership, delivered in a direct style that appeals to operators who want advice they can apply.
Subscriber Count: 1M+ subscribers. @LeilaHormozi
Best For Founders, operators, and business leaders focused on execution. She fits growth, management, and leadership education, with strong relevance for mid- and bottom-funnel trust building where buyers want operational proof.
B2B Collaboration Examples Her content on management, scaling, and founder education suits an operator-first collaboration style. A brand fits when it supports practical, outcome-focused teaching that helps leaders run their companies better. Her audience expects partnerships grounded in real business outcomes and sees through polished brand messaging.
15. Ali Abdaal
About: Ali Abdaal is a productivity and creator-business educator with broad founder appeal. A doctor turned full-time creator, he teaches systems, habits, and creator-led business growth, which resonates with professionals who value structured self-improvement. He is more broadly entrepreneurial than narrowly B2B, which is worth keeping in mind for fit.
Subscriber Count: 6M subscribers. @aliabdaal
Best For Founders, solopreneurs, and productivity-minded business teams. He fits educational content around habits, efficiency, and creator-led systems, especially for brands whose audience overlaps with knowledge workers and independent operators.
B2B Collaboration Examples Abdaal's content covers productivity, personal development, and creator education. Collaborations should feel instructional and authentic, so a productivity or software brand fits when he can teach with it in a genuine, applied way. Kept aligned with business learning, his recommendations carry weight with a large, self-improvement-oriented audience.
How This List Of YouTube Business Influencers Was Curated
This list of the best YouTube business influencers is built to help you make better outreach decisions, not to rank creators by fame. Every name was chosen because their audience and content plausibly reach the founders, marketers, operators, and revenue leaders that B2B brands need to influence. Reach alone was never enough to qualify.
Selection Criteria For B2B-Ready YouTube Business Influencers
We weighed audience quality, niche relevance, content style, engagement quality, and topical focus. A creator with a smaller, sharply B2B audience often outranks a larger generalist, because a focused audience of real decision-makers is worth more to a brand than raw subscriber volume. We also considered collaboration history and whether a creator's content genuinely aligns with B2B goals, since a track record of useful, credible partnerships, the kind documented in real B2B influencer marketing examples, signals they understand campaigns and disclosure. The whole point of good B2B influencer marketing is matching the right voice to the right buyer, and that is the standard every name here had to meet.
What To Look For When Choosing A YouTube Business Influencer
Start with a profile review and a content audit. Watch several recent videos, not just the highlight reel, and check whether the creator consistently reaches your actual decision-makers. Look at who comments and how they engage, since thoughtful, on-topic discussion signals a real, relevant audience. Assess collaboration style too: some creators lead with insight and weave brands in naturally, while others are more promotional, and the difference affects how a partnership will land. Finally, weigh credibility, consistency, and funnel fit, because a creator strong at top-of-funnel awareness is not always the right choice for decision-stage validation. The benefits of influencer marketing for B2B companies compound when the fit is right, and a poor fit wastes the budget.
Turning YouTube Business Influencer Partnerships Into B2B Growth
Finding creators is the easy part. Turning them into results is where most brands struggle, and it is where a specialist matters. Cherry Lane is a B2B influencer marketing agency, not a general influencer shop, which means we start from your buyer and your funnel rather than from whoever has the biggest audience.
We help brands identify the right top YouTube business influencers for a specific campaign, then turn those partnerships into 360-degree storytelling that supports awareness, credibility, and pipeline. That means strategic matching, where a creator aligns with your audience, funnel stage, and business goals, and it means end-to-end support across strategy, creator selection, messaging, activation, and measurement. We care about real business outcomes, and understanding the true impact of this kind of work on brand awareness and pipeline is central to how we run campaigns.
If you want to build a more targeted B2B creator strategy and find the right voices for your campaign, we can help, from shortlist to measurable results.
