Big investments require confidence – and that confidence depends on access to credible, reliable information. But for today’s B2B tech buyers, finding trustworthy content is a major challenge. Bombarded by buzzwords, marketing hype, and conflicting claims, 41% say they struggle to source content they can actually trust.
This growing trust gap is forcing a shift in how B2B brands approach demand generation. Visibility alone is no longer enough; credibility is now just as critical. That’s why more marketers are turning to thought leadership and influencer marketing to help bridge the divide.
By collaborating with Key Opinion leaders (KOLs) and industry influencers, brands can rise above the noise and build trust with buyers through expert-driven, authentic insights. These partnerships enhance brand authority, increase engagement, and improve lead quality – while helping position the brand as a reliable guide in a complex buying landscape.
In this article, we’ll explore how B2B brands can harness the power of KOLs to create compelling content strategies that resonate with their target audiences and deliver measurable results.
The role of trust in B2B buying decisions
Trust is the cornerstone of B2B purchasing decisions. When buyers perceive a brand as trustworthy, they’re far more likely to engage and convert. Our research shows that 88% of B2B buyers trust a brand more when it provides valuable content, and leveraging thought leadership and effective lead nurturing is a powerful way to build this trust. That trust grows even stronger when that brand is associated with respected industry figures: 75% of decision-makers say they’re more likely to trust companies that collaborate with industry experts or influencers.
This kind of third-party validation does more than enhance credibility, it can also accelerate decision-making. Endorsements from trusted voices give potential customers the confidence to move forward, reducing hesitation and shortening the path to purchase. When a brand is seen as aligned with authoritative, expert-backed perspectives, it becomes a safer, smarter choice in the eyes of the buyer.
The appeal of influencer-led content for B2B buyers
Today’s B2B buyers are increasingly seeking out independent, trusted sources to guide their decisions. In fact, 44% say they trust third-party content more than information that comes directly from vendors – a clear signal that buyers are prioritizing unbiased, insight-driven perspectives over traditional sales messaging.
That’s why the most influential voices in the buying journey often come from outside the business. Independent analysts, consultants, and niche creators bring specialized knowledge and credibility, positioning themselves as impartial advisors rather than product promoters. When brands collaborate with these subject-matter experts, they can deliver content that feels more authentic and relevant – content that aligns with the buyer’s needs, not just the company’s sales goals.
Identifying the right industry experts and influencers
The success of any expert-led content strategy hinges on choosing the right influencer partners. In B2B, that means identifying individuals with the credibility, relevance, and audience connection to truly elevate your brand. There are several types of influencers, each offering distinct advantages:
Thought leaders and practitioners
Thought leaders include analysts, consultants, and authors who are widely recognized for their expertise and contributions to the industry. Their insights can lend significant credibility to a brand’s content. Meanwhile, practitioners – such as executives, IT leaders, and experienced end users – bring practical, real-world perspectives that help ground your messaging in tangible outcomes and build buyer confidence.
Content creators
LinkedIn influencers, podcasters, YouTubers, and other creators bring built-in audiences and an ability to communicate across diverse formats. Skilled in capturing attention and driving engagement, these partners can help amplify a brand’s message and broaden their reach.
When evaluating potential influencer partners, consider how well their expertise aligns with your offering, their reputation within the industry, and how engaged and relevant their audience is. The best partnerships are those where the influencer’s voice and content style naturally complement your brand and speak directly to your buyers’ needs.
Co-creating valuable content with influencers
Collaborating with influencers enables brands to deliver fresh, authentic content that speaks with authority. The most effective content formats strike a balance between credibility, depth, and accessibility. Consider the following:
Interactive and long-form content
Webinars, live panels, and expert Q&As offer buyers the chance to engage directly with subject-matter experts. With 72% of buyers expecting one-on-one consultations, these formats meet the demand for deeper, more personalized insight.
Guest blogs, expert-authored whitepapers, and co-branded analyst reports also provide opportunities for influencers to showcase their knowledge while boosting your brand’s credibility. These assets help position both the influencer and the brand as trusted authorities in the field.
Research-backed insights and dynamic media
Creating content rooted in research ensures your message is not only credible but also backed by data. This approach makes complex information easier to understand and increases the perceived value of your content.
Podcasts and YouTube collaborations also offer dynamic ways to connect with your audience. While 40% of buyers engage more with webinars than podcasts, both formats are valuable tools for delivering expert perspectives and reaching buyers who prefer different types of content.
Distributing and amplifying influencer content
Creating great content is only half the equation – effective distribution is what drives real results. To maximize visibility and impact, brands must understand where their audiences are and how they consume content:
To reach the right people, brands should employ a multi-channel distribution strategy – leveraging social media platforms, email campaigns, paid media, and strategic partnerships. Repurposing content into different formats, such as turning a webinar into a series of blog posts or creating infographics from research reports, can also extend its shelf life.
Smart promotion and strategic repackaging keep content visible, shareable, and tailored to different buyer behaviors. By aligning distribution efforts with the platforms and habits of their target audience, B2B brands can enhance the reach and impact of their influencer-led content strategies.
Measuring the impact of expert-led content
To understand the true value of expert-led content, demand generation teams need to track the metrics that matter. Key performance indicators (KPIs) should reflect both brand impact and business outcomes:
Brand trust and recognition
Familiarity builds trust: 52% of buyers shortlist vendors they already recognize. Metrics like direct traffic, brand mentions, share of voice, and sentiment can offer insight into how influencer partnerships are contributing to brand visibility and credibility.
Lead conversion and pipeline acceleration
Expert-led content should not only attract attention – it should also move prospects through the funnel. Tracking how it influences conversion rates and shortens the sales cycle helps demonstrate its role in driving pipeline velocity and revenue impact.
ROI and campaign effectiveness
Measuring ROI means comparing the cost of influencer collaborations with outcomes such as leads generated, engagement metrics, and conversion rates. These insights help identify which formats and partners deliver the most value, guiding smarter investment decisions moving forward.
By monitoring these KPIs consistently, marketers can refine their approach, focus on high-performing tactics, and ensure their expert-led strategies deliver measurable, long-term growth.
Looking forward: The future of expert-led B2B marketing
The future of expert-led demand generation lies in authenticity and trust. As markets grow more competitive and buyers become more discerning, brands that lead with credible, expert-driven content will set themselves apart.
For many demand generation teams, success starts with small, high-quality collaborations – experimenting with what works, then scaling based on results. The most impactful partnerships are those built on shared values, audience alignment, and mutual trust, not just one-off paid promotions.
The real opportunity lies in building long-term relationships: not only with trusted influencer partners, but also with the audiences they help you reach. By prioritizing substance over salesmanship and credibility over clicks, B2B marketers can deliver content that resonates, drives meaningful engagement, and builds lasting trust. This will lay the foundation for stronger messaging, deeper connections, and sustained growth in the years to come.
Struggling with B2B buyer trust? Get expert insights on the modern B2B buying process. Access the B2B Tech Buyer Report, featuring Revenue Marketing Experts.
