Influencers in hard hats: Why B2B PR needs influencers too

When you hear the word ‘influencer’, you might picture skincare tutorials or sunrise yoga on Instagram – but influence in the B2B world looks a little different. Think LinkedIn thought leaders, sector-specific podcasters, engineers with loyal followings, or even the voice of a well-known trade publication. They might not be household names, but they are trusted – and that trust is powerful.

B2B influencers are everywhere, from LinkedIn and YouTube to podcasts and panel discussions. And while the settings might be less glossy than their B2C counterparts, the impact can be just as significant.

So who are these influencers in B2B PR?

They might be analysts, consultants, academics, or specialists who’ve carved out a niche and built a following through consistent, valuable insight. Some are active across social media, particularly LinkedIn, X and YouTube, while others influence through articles, white papers, speaking engagements or long-form content. What unites them is the ability to shape conversation, prompt debate and add weight to the stories being told in their industry.

Some share practical tips on packaging innovation, manufacturing processes or sustainability in supply chains. Others offer commentary on industry news, policy developments or emerging trends. There are also senior engineers who demo tools and equipment, marketing leaders who review B2B campaigns, and tech founders who regularly post content that resonates with their professional audience. If it’s insightful, useful and sparks conversation.

What makes them valuable in PR?

Influencers in B2B PR bring a human voice to complex topics. They make technical innovations feel more accessible, and they help bridge the gap between brand messaging and real-world relevance. When someone respected shares your story, your announcement or your perspective, it comes with a credibility that’s hard to manufacture.

They also tend to have highly engaged audiences – sometimes smaller, but more targeted and more loyal. In short, they’re speaking to the right people, in the right language, in the right places.

How can B2B companies work with them?

Partnering with influencers in B2B PR doesn’t have to mean flashy brand deals or scripted promos. It could be as simple as inviting them to contribute to a white paper, co-host a webinar or trial a new product. They could offer commentary in a press release or be part of a roundtable discussion.

At NM, we can help identify the right voices for your audience and build relationships that go beyond one-off mentions. It’s about genuine collaboration – providing value, respecting their expertise and involving them in storytelling in a way that feels natural and credible.

Influencers are no longer just a B2C phenomenon. In the B2B world, their role is evolving and growing. Whether they’re breaking down complex tech on LinkedIn or guiding the conversation in industry media, influencers in B2B PR are helping shape the way businesses communicate.