A Guide to Working With Influencers on LinkedIn

Influencer marketing continues to grow across all industries and social channels. While IZEA research shows that YouTube, Facebook, and Instagram are the customer-preferred channels for engaging with influencers, brands in the B2B world take a different approach. 

LinkedIn, the employment-focused social media channel, has become the go-to platform for influencer marketing for B2B industries. This blog offers insights to help you improve your performance metrics. 

Benefits of LinkedIn influencer campaigns

The advantages of influencer collaborations on LinkedIn are numerous, but the most significant reasons brands gravitate toward this tactic are the following:

Expand reach in an authentic way

One of the most popular reasons to collaborate with influencers is to reach a targeted audience organically. Consumers don’t see influencer-generated content as an ad, they see it as a recommendation from a trusted colleague, thought leader, or expert. Our 2025 Trust in Influencer Marketing survey asked respondents what factors impact the trust they place in influencers. 68% said authenticity makes influencers trustworthy and 40% said category expertise. 

Build credibility

You earn credibility through association when you partner with a trusted Linkedin influencer. Building credibility takes time, but influencers can help you climb the rungs of the trust ladder quickly. 

Generate a list of leads

B2B campaigns are usually more about garnering leads than making sales. For many B2B brands, the customer journey takes longer and often requires personalized sales efforts to close the deal. Influencer marketing can aid in the process boosting qualified list of leads. 

Tips to launch influencer campaigns on LinkedIn

Campaign execution on LinkedIn differs from other platforms. When B2B brands leverage this professional social channel, implement these tips:

Find the right thought leader

The influencer discovery process is a crucial part of your campaign. You need to find an influencer who aligns with your brand, has a good reputation and engaged audience, and regularly posts high-quality content. 

To find LinkedIn influencers, you can:

• Consider tapping satisfied customers to collaborate.
• Make a shortlist of influencers within your niche that consistently post professional, insightful content. 
  • LinkedIn awards Top Voice badges to high-profile influencers, which could help identify active LinkedIn leaders.
• Explore industry groups on LinkedIn and identify thought leaders.
• Work with an influencer marketing company with a full database of creators to search from and narrow your search by selecting LinkedIn as your preferred platform.
• Encourage and train your employees to become your brand ambassadors on LinkedIn.

Examine content collaborations

With B2C influencer collaborations, brands often ask creators to tout a product. With B2B, campaigns take on a different look. Brands and influencers could co-create content, like an e-book or class and share the list of registrants. 

Beyond co-created content, some brands have asked influencers to create content around a specific hashtag, write and share a LinkedIn Article, or shoot a client testimonial (provided the influencer is a customer).

Often, LinkedIn content is more in-depth than a snap and a message. LinkedIn Articles are similar to blog posts and video content is longer, examining benefits or product applications.

Consider content prompts for larger teams

Some brands and influencers struggle with content ideas. What should they post? It’s especially tricky if you work with a small team of LinkedIn influencers or task your employees to become influencers for your company. To help, consider providing content prompts, like these:

• The biggest benefit of is….
• Did you know you can do ______ with ?
• Show us our in action.
• My favorite feature is ________. 

Not only does this provide direction, but it also ensures continuity in content across the entire team of influencers. 

Create an influencer brief

Promoting B2B services or products is more nuanced than endorsing a healthy breakfast cereal or anti-aging creams where applications and benefits are self-explanatory. An influencer brief can help influencers understand your brand and product. In it, you can provide the following:

• Brand and product information
• Value proposition
• Product or service benefits
• Campaign details, including content type and deadlines
• Keywords, @mentions, and #hashtags to include
• Disclosure requirements

Track your metrics

As always, you should monitor your analytics to ensure your campaign is on track. Influencers can also access metrics, known as creator analytics, that can provide additional insight. Consider hosting an after-campaign meeting to review your campaign with your influencers. 

Influencer marketing’s growth is not reserved for B2C brands. Many B2B brands are leaning into this authentic marketing tactic to reach new audiences, boost credibility, and generate leads. To elevate your next campaign, reach out to us for help.