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

B2B buyers are increasingly less receptive to brand messages in their purchasing journey. In 2025, 87% of them declare preferring content from sector experts. This means they are not limited to technical information from suppliers: they seek more human, accessible and credible content. This is the principle of B2B influence, which is gaining ground in marketing plans in France: 56% of B2B companies plan to deploy an influence strategy in 2026.