How to build credibility in B2B marketing

As businesses face increasing competition and audiences’ shorter attention spans, the way we build trust is changing.

For many, marketing has become more data-driven than ever, with dashboards, automation and artificial intelligence shaping how companies reach their audiences.

But while these tools improve efficiency, they don’t solve a growing challenge in B2B: credibility.

In a crowded market, it’s no longer enough to be visible. Businesses need to be believed.

In my experience as an influencer marketer working with B2B brands who want to grow, trust is the underlying factor in any and all business deals.

And increasingly, and particularly in B2B, that trust is coming from people, not brands.

Expertise is replacing brand voice

Traditional B2B marketing has long relied on company-led messaging through content like case studies, whitepapers and carefully crafted campaigns.

These still have value, but they are no longer the first top-of-funnel places many buyers look for that all-important trust signal.

Instead, decision-makers are turning to individuals: founders sharing lessons on LinkedIn, consultants breaking down industry trends, and specialists offering practical insight based on real experience.

According to Edelman, 71 per cent of B2B buyers say trust in a brand influences their buying decisions more than price or features and 88 per cent say they only buy from people they see as “credible experts” (LinkedIn B2B Institute).

Why is this? Because these voices feel more real, more human and, crucially, more credible.

It’s not that brand messaging has completely lost its place, but rather that it needs to be supported by visible expertise.

Influence in B2B looks different

When people hear the words “influencer marketing”, they often think of consumer brands and social media personalities like Kim Kardashian and Mr Beast.

But in B2B, influence is quieter and more nuanced.

It might be a respected voice in a niche sector like construction tech, a well-connected industry leader, or even an employee with deep subject-matter expertise and an engaged network.

What this is telling us is that in B2B reach matters far less than relevance.

A single post from someone trusted within a specific industry can carry far more weight than a large-scale campaign aimed at a broad audience.

For many UK businesses, particularly those operating in regional markets, this presents a significant opportunity.

The rise of the internal influencer

One of the most overlooked opportunities in B2B marketing is the untapped expertise sitting within organisations.

Engineers, consultants, sales leaders and founders often have years of insight that never makes it beyond internal conversations.

Yet these are exactly the perspectives that audiences value.

In fact, recent data shows that of the industry experts and thought leaders that featured in 70 per cent of B2B campaigns, executives and leadership figures (chief executives, founders) appeared in 82 per cent of them.

When individuals are encouraged to share their knowledge through posts, articles or speaking opportunities, they don’t just build their own profile but strengthen the credibility of the whole business.

Trust is built in moments, not campaigns

In my experience, the most effective B2B influencer partnerships are not built from a single one-off piece of content, but over time through consistent insight, shared perspectives and ongoing visibility.

Case in point the 95:5 rule, pioneered by Professor John Dawes sates that roughly 95 per cent of B2B buyers are not in the market for your product/service at any given time, while only five per cent are actively buying.

It proves that B2B sales are not linear and require a balanced strategy pairing long-term brand building.

Ongoing ambassador programmes allow this variety and consistency to occur, at scale.

Whether it be a thoughtful post that resonates today, a well-constructed comment that adds value tomorrow, or a curious conversation that starts online and continues elsewhere.

Each of these small moments create familiarity and reassurance for the 95 per cent long before a formal sales conversation begins for the five per cent.

And this is where strategic B2B influencer-led activity stands apart from traditional campaigns.

It’s not about one-off impact, but building a sustained and scalable presence.

Looking ahead

As marketing continues to evolve, businesses will keep investing in tools and systems that help them work smarter and reach wider audiences.

But the organisations that truly stand out will be the ones that recognise and act on the simple truth that people trust people.

B2B influencer marketing isn’t about adopting the latest fad or trend. It’s about recognising where credibility sits (now more than ever), adopting to change and finding authentic ways to be part of these conversations.

For many businesses, that won’t mean reinventing their strategy entirely, but amplifying the experts they already have within and building new relationships with those external voices their audience already knows and trusts.

Because in the end, growth happens through connection. And connection has always been human.

Stef Lait is founding director at Sphere of Influence, a Cambridge-based B2B influencer marketing agency specialising in building trust-led growth strategies for brands.

This was posted in Bdaily's Members' News section by Bdaily Publishing .