Most B2B influencers are working practitioners with a few thousand followers, not celebrities, and a sponsored LinkedIn post usually costs a few hundred to a couple of thousand dollars. These four guides take you from deciding whether to try it to briefing your first creator.
- Median B2B creator
- 5,354 followers
- Sponsored LinkedIn post
- $200 to $2,000
- Creators who say how to work with them
- 21%
Follower and partnership figures are from our directory of 2,588 creators. The price range covers about 81% of 136 LinkedIn creators (Favikon, 2026).
1 Decide if it is worth doing
B2B influencer marketing means partnering with a credible professional voice so your buyers hear about your problem space from someone they already trust. It is worth testing when an outside expert can say something your brand cannot, and when you have agreed with sales how to judge it.
Read what B2B influencer marketing is. Covers formats, costs and measurement.
2 Find people your buyers follow
Start by asking recent customers whose advice they trusted, then look in event agendas, podcast guest lists, newsletters and competitors' partnerships. Shortlist on audience fit, not follower count.
Read how to find B2B influencers. Covers where to look and what goes on the shortlist.
3 Vet the shortlist
Before you pay, check five things: whether their audience contains your buyers, whether their engagement is real, whether their expertise supports your claim, who else pays them, and whether they label paid posts. When EU authorities checked 576 influencers, only 20% consistently disclosed advertising (European Commission, 2024).
Read how to vet B2B influencers. Covers fake engagement, conflicts and what data to ask for.
4 Brief and agree terms
Give the creator one goal, a clear picture of the buyer, approved facts and room to use their own voice. Settle approvals, disclosure, usage rights, exclusivity, reporting and payment before the first draft.
Read how to brief a B2B influencer. Includes a brief template and disclosure rules for the US, UK, EU and LinkedIn.
Search the directory
Browse creators, newsletters and podcasts, or see who already sponsors what in sponsorships.