B2B Influencer Marketing is becoming a more formal part of brand strategy, but creator selection remains a weak point for many programs. Nearly 50% of B2B marketers cite identifying, qualifying, and connecting with ideal influencers as their primary challenge, even as more teams move toward always-on influencer programs and increased budgets.
That gap is especially visible in creator vetting, where follower count, engagement rate, and broad audience demographics often fail to capture niche authority, buyer relevance, or trust inside specialized professional communities. For B2B marketers, a 5,000-person audience of enterprise decision-makers may be more valuable than a much larger general business audience.
To examine how teams are adapting, we asked 30 Creator Economy and Influencer Marketing professionals which criteria and processes they use to evaluate B2B creators and which traditional vetting methods no longer work.
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