Top 10 B2B Influencers You Should Be Following in 2025

Exploring B2B influencer marketing but not sure who’s actually influencing?

You're not alone. B2B influencer marketing has grown up. It’s no longer just LinkedIn posts with thought-leadery clichés and a branded water bottle in the background. Today’s top B2B influencers are helping serious brands reach niche audiences with the kind of credibility no display ad can buy.

What is influencer marketing in B2B?

B2B influencer marketing is what happens when trusted industry voices become your unofficial sales team—without the awkward pitches. It’s the strategy of partnering with subject matter experts, creators, or thought leaders who already have the ear of your target audience. It's the equivalent of social media ads on steroids.

Unlike celebrity endorsements or lifestyle content, B2B influencer campaigns are typically built on depth, not dazzle. Think: LinkedIn posts, long-form content, panel appearances, podcasts, or product walkthroughs that bring credibility to your message and move high-consideration buyers one step closer to conversion.

What is the ROI of B2B influencer marketing?

The short answer? High—if you do it right.

The long answer: B2B influencer marketing tends to outperform traditional paid ads when it comes to trust, engagement, and reach within niche audiences. You’re not just buying attention—you’re buying authority.

Some B2B brands report:

• 2–5x higher engagement rates than branded content
• Lower customer acquisition costs over time
• Shorter sales cycles, especially in the awareness and consideration phases

The trick is in who you partner with and how you activate them. This isn’t about racking up likes. It’s about driving conversations that lead to pipeline.

B2B vs B2C Influencer Marketing: What's the difference?

B2C influencer marketing is often about visibility and lifestyle. B2B influencer marketing is about trust and expertise.

In B2C, influencers might drive a spike in product sales through aspirational content. In B2B, the journey is longer and more layered—multiple stakeholders, longer buying cycles, and more complex decisions. That’s why B2B influencers tend to be operators, analysts, and experts—not just personalities with big followings.

You don’t need someone who can sell face cream to a million people. You need someone who can spark meaningful dialogue with 500 CTOs.

Who are the top B2B influencers in 2025

Whether you’re a marketer experimenting with your first campaign or a founder wondering how to build trust without hiring a full PR team, here’s a list of 10 B2B influencers worth following in 2025—because they’re doing more than shouting into the void.

1. Sophie Miller – The Community-First Marketer

Works with: Semrush, Work.Life, Meta

Sophie’s the brains behind Pretty Little Marketer—a breath of fresh air in a world of recycled “10x your reach” content. Through PLM and the Insiders Club, she shares fluff-free, feel-good marketing advice that doesn't require a ring light or a reel a day. Her vibe? Progress over perfection. Her goal? Making social media strategy accessible, empowering, and... actually enjoyable.

📍 *Follow for:* Real talk on content creation, marketing trends made simple, and a community that actually feels like one.

2. Jason Lemkin – The SaaS Whisperer

Works with: SaaStr, Pipedrive, Salesloft

Jason Lemkin has seen more SaaS pitch decks than you've had hot dinners—and he's not mad about it. As the founder of SaaStr and a partner at Storm Ventures, he’s made it his mission to decode the chaos of scaling B2B startups. He distils hard-earned wisdom into painfully honest advice, investor insights, and “been there, funded that” anecdotes for founders with ambition (and a tolerance for churn).

📍 Follow for: blunt takes on ARR growth, fundraising do’s and don’ts, and a decade’s worth of SaaS battle scars—served daily.

3. Aakash Gupta – The PM’s Secret Weapon

Works with: Miro, Roblox, Lokalise AI, Attio.

Aakash is what happens when product leadership meets tactical generosity. Former VP of Product at a unicorn (yes, really), he's now behind the much-loved Product Growth Newsletter—stuffed with frameworks, PLG gems, and job search sanity checks. Whether you're just entering product or trying to scale B2B SaaS, Aakash delivers clarity where there’s usually jargon.

📍 *Follow for:* PLG strategy, job search guidance for PMs, and growth advice that respects your time.

4. Shama Hyder - The Digital PR Powerhouse

Works with: Movado, Optimum7, ChaseFounder & CEO of Zen Media, Shama has been making noise in marketing circles since before “personal brand” was a thing. Forbes, Businessweek, and Inc have all listed her in their 30 under 30 roundups—because she actually gets results. She's a bestselling author, international keynote speaker, and all-around expert in helping brands stay relevant (and visible) in a digital-first world.

📍 *Follow for:* Smart takes on PR + marketing, digital brand building, and how to futureproof your strategy

5. Elena Verna – The Growth Strategist with a Meme Habit

Works with: Amplitude, Miro, MongoDB

Elena doesn’t just preach product-led growth—she dissects it, meme-ifies it, and turns it into something your exec team might actually understand. She's helped scale SaaS heavyweights like Amplitude and MongoDB, and her hot takes on segmentation, GTM, and the future of B2B are shared in punchy slides, poems, and the occasional spicy graph.

📍 *Follow for:* B2B growth frameworks, honest hot takes, and product-led wisdom with personality.

6. Chris Walker – The Demand Gen Mythbuster

Works with: Refine Labs, Hatch, CS2

If you've ever been told to “just run more lead gen ads,” Chris is here to stage an intervention. As the founder of Refine Labs and host of the Revenue Vitals podcast, he’s made it his mission to burn down outdated B2B playbooks. His thesis? Create demand, don’t just capture it. His method? Actual conversations with actual customers. Revolutionary.

📍 *Follow for:* B2B pipeline sanity, marketing ops insight, and demand gen strategies that don’t insult your intelligence.

7. Lily Ray - The SEO Oracle with a Turntable

Works with: VP SEO Amsive & Regular speaker at various SEO conferences

If Google’s algorithm had a best friend, it’d be Lily. Senior Director of SEO and Head of Organic Research at Amsive Digital, Lily blends deep technical SEO knowledge with a creative flair that sets her apart. Named USA Today’s #1 most influential SEO expert in 2022 (and also a DJ—because why not?), she’s the kind of person who makes SEO both understandable and unexpectedly cool.

📍 *Follow for:* SEO trend breakdowns, algorithm update insights, and the occasional tune

8. Dave Gerhardt – The B2B Marketer's Best Mate

Works with: Drift, Privy, Exit Five

From VP of Marketing at Drift to building Exit Five, Dave's become the unofficial therapist for burnt-out B2B marketers everywhere. Through his podcast, community, and unfiltered LinkedIn posts, he shares battle-tested advice on messaging, leadership, and making marketing... less soul-crushing.

📍 *Follow for:* No-BS career advice, startup marketing confessions, and occasional dad jokes about CRO.

9. Josh Braun – The Sales Coach Who Gets It

Works with: Inside Selling, Badass B2B Growth Guide

If sales makes you feel like you need a shower, Josh Braun’s here to clean it up. His radical approach to selling—empathetic, direct, and actually useful—has made him a go-to for reps and founders alike. Through his book, podcast (Inside Selling), and spicy LinkedIn nuggets, he’ll teach you how to handle objections without sounding like a chatbot.

📍 *Follow for:* Cold email tips that don’t make you cringe, objection-handling that works, and the occasional sales haiku.

10. Kieran Flanagan - The Growth Architect

Works with: Hubspot, Zapier

****Currently CMO at Zapier, formerly SVP of Marketing at HubSpot, and unofficial king of growth marketing Twitter. Kieran brings both clarity and momentum to scaling companies, with a no-nonsense approach to strategy, team building, and product-led growth. If you like your marketing advice candid, actionable, and free of buzzwords—he’s your guy.

📍 *Follow for:* Insightful threads on marketing strategy, org design, and how to scale sustainably

Why Use B2B Influencers in 2025?

Because trust sells.

Because attention is expensive.

Because B2B buyers don’t want hollow ads—they want expertise.

Whether you're planning a full-blown b2b influencer marketing campaign or simply want to learn from the best in the space, these 10 voices will help you stay sharp, human, and relevant.

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