Influence: A Trust and Legitimacy Lever That Has Become Essential in B2B

B2B buyers are increasingly unreceptive to brand messaging in their purchasing journey. 87% prefer content from sector experts over brand content. Influence — through recognised experts and specialist media — fills the trust gap that brands alone cannot bridge.

What B2B influence looks like in practice

• Thought leadership content co-created with recognised industry experts;
• Sponsored editorial programmes with specialist B2B media;
• Employee advocacy leveraging the personal networks of senior executives and subject matter experts;
• Industry analyst partnerships for credibility in technical categories.

Why influence works

Decision-makers trust their peers and recognised sector voices exponentially more than branded content. Influence transfers that trust to your brand.