Social Influence in B2B – The Next Frontier
Last Updated on 8 September 2025
The way B2B companies connect with buyers is changing fast! You may have noticed that tactics like cold outreach, sales decks, or tools for direct pitching are no longer sufficient.
Today’s buyers do their homework and research and ask around or follow the voices they trust online before they make a purchase decision.
This is why social influence has become a vital factor in B2B. Instead of chasing leads, you need to build trust by being visible, credible, and helpful in the spaces where your buyers are present. Even if you are in B2B, you are not just a seller- you become a source as well. If you do it right, this is also what helps you stand out.
The Shift to Social Influence
There was a time when social selling was the main standard. You had to connect with prospects, send DMs, or maybe send in a whitepaper, too. However, people do not like to be pitched to on social media. The hard-sell approach is not that effective anymore, particularly when trust and authenticity have become so important.
Enter social influence! Instead of trying to sell to your prospects, you show up in their feeds consistently as someone they trust. You offer them insights, share results, tag relevant people, post thoughtful comments, and maybe even get quoted by others in your industry.
This makes you someone people would want to follow- not because you are trying to sell something, but because you are offering something of value.
This is influence in B2B.
Why Influence Beats Selling in B2B
B2B buyers, too, are humans just like you! They browse social media- check who follows a vendor before scheduling a demo, and yes, they also scroll through comments to see what others are saying.
Social influence works because people trust people over brands. According to recent studies, more than 90% of buyers use social media during their decision-making process.
Hence, when your name appears repeatedly in conversations, your authority increases as well. And when your peers promote your message or vouch for your expertise, you suddenly become the go-to vendor.
Building Your B2B Influence
Building influence does not always mean you need to start from scratch. Many professionals and brands accelerate their visibility through strategic moves, like appearing as guests on niche podcasts, partnering with micro-influencers, or giving their social proof a little push.
For instance, there are platforms that help you boost followers and views for Instagram, Facebook, or other platforms and give you that much-needed initial lift. And while organic growth should be the ultimate goal, the visibility you get can be very helpful.
Sometimes, a little traction can be the difference between being seen and being scrolled past. This can be a highly effective strategy, particularly when you pair it with solid content and authentic interaction.
Here are some more practical ways to grow your influence.
- Show up consistently- Post insights besides regular updates. Share with your audience what you have learned, and not just what you offer.
- Engage with others first- If you are only posting without commenting or supporting others, you are not building influence- you are only building a monologue.
- Collaborate- Co-create content with industry peers. Host a webinar or invite a client for a joint session on LinkedIn or any other platform. This helps you gain more trust and exposure.
- Use testimonials and social proof- Highlight results and share what happy clients have to say about you. There is a reason why user-generated content and reviews work so well.
- Show your human side and personality- People like to follow people on social media, not logos.
Final Thoughts
When it comes to B2B, you do not need to be an influencer in the Instagram sense. However, if you are not becoming influential in your space, you are already at a disadvantage.
Over the years, the line between marketing, sales, and personal branding has blurred in B2B. The next time you reflect upon your strategy, ask yourself if you are selling or influencing. The latter does take longer, but it sticks. When you become a trusted voice, you can leverage that trust and experience a boost in your conversions and sales.
So, whichever platform you choose to promote your B2B venture, make sure your efforts are directed toward building influence, because social influencer is the next frontier and it is already here!
Sources
https://elevationb2b.com/blog/social-media-influences-b2b-buyers/
https://www.toprankmarketing.com/blog/b2b-influencer-marketing-rise