B2B marketing is changing—fast.
Cold emails are fizzling out. Paid ads are draining budgets with less to show for it. Cold calls? Forget it. Buyers are tuning out the noise and getting smarter about who they engage with. The world that used to run on volume and clever tactics is now running on something far simpler—and far harder to fake.
Trust.
The brands that will win in 2025 and beyond aren’t the ones shouting the loudest or spending the most. They’re the ones that understand that people buy from people. I had a cool conversation with Adam Robinson on Tuesday where he unpacked his success and contributed it mostly to his founder brand and founder-led efforts on LinkedIn. Which is something a lot of people are talking about right now, but very few are nailing out there.
So for today, I'm diving into the concept of B2B Influencer-led marketing.
Enjoy the read. |
B2B Marketing Will Never Be the Same
by Stefan Maritz, Head of Marketing at CXL |
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Why Traditional Marketing is Losing
If you’ve noticed your email campaigns falling flat, you’re not alone. Response rates are dropping, spam filters are smarter than ever, and the sheer volume of marketing messages has gotten most people ignoring the shit out of what companies are throwing at them.
Add in paid ads—where costs are rising, and returns are shrinking—and you’ve got a problem. Even sophisticated targeting can’t outpace buyers’ instincts to scroll past anything that feels remotely like a sales pitch.
And then there’s cold outreach. Not just dying—dead already. People don’t answer unsolicited calls or emails anymore, no matter how personalized they are. Please can we get interns and recent graduate something better to do?
This isn’t just a shift in behavior; it’s a shift in power. Buyers have more information at their fingertips than ever before. They don’t need you to tell them what your product does—they need someone they trust to tell them it’s worth their time. |
What’s Working Instead? In a single word: relationships.
But not just any kind of relationships. The B2B brands thriving today are those that invest in building deep, meaningful, trust-driven connections with their audience. That’s not about buying attention—it’s about earning influence and trust.
In B2B, influence isn’t about Instagram sponsorships, flashy endorsements or making animal noises on TikTok. It’s about the voices your buyers already trust: - The people they listen to on podcasts.
- The thought leaders on stage at the events they pay to go to.
- Consultants who guide their strategies.
- Creators who shape their thinking.
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Communities where they find honest, unfiltered advice.
When your brand shows up in these spaces—not as a pitch, but as a participant—you become part of the conversation. And when you consistently provide value, you’re no longer just another scroll-past ad on Google. You earn actual influence.
When people are willing to take your advice, they will likely pay you for your product or service as well. |
The Power of Founder-Led Influence People don’t trust new logos—they trust people. That’s why we’re seeing a surge in interest in founder-led, and CEO-led influence in B2B.
Think about Russell Brunson, the founder of ClickFunnels. He didn’t just build software—he built trust. Through his webinars, books, and content, he showed up as a guide and problem-solver. People didn’t just buy his product; they bought into his vision and advice.
Today’s buyers want to see the faces behind the brands they’re engaging with. They want founders, CEOs, and senior leaders to step out from behind the curtain and share their perspective. If they buy into that perspective, they will buy what you are selling.
This doesn’t mean every founder needs to become a full-time influencer. But it does mean your voice is one of your most powerful assets in the company, and so is your personal profile as distribution channel. Sharing your story, showing your expertise, and being present in your buyers’ world builds trust faster than any ad or cold email ever could. |
Why B2B Influencer Marketing is Thriving Influencer marketing isn’t just for B2C anymore. In B2B, it’s hot shit right now—and for good reason.
Think about how you make decisions. When you’re exploring a new tool, process, or strategy, do you trust an ad of a company you've never heard of? Or do you turn to someone you already respect for guidance and reference?
Your buyers do the same thing. They listen to the voices they trust—on LinkedIn, in Slack groups, or at industry events. When you align your brand with those voices, you’re borrowing their credibility. And that’s the kind of influence that drives action.
But it’s not just about throwing money at influencers. It’s about building influence with actual thought leadership and partnering authentically. Co-creating content, hosting webinars, or even joining conversations where your audience is already engaged.
The result? Not just exposure, but connection, and trust. |
Building Relationships That Last
You can automate emails, but you can’t automate trust. Building meaningful relationships takes time, effort, and consistency. That’s why so few leaders do it well.
But for those who invest, the rewards are huge. Relationships compound over time, creating a foundation of trust that makes everything else—your marketing, your sales, your retention—easier.
If people want to listen to what you are saying. If they find actual value in what you put out into the world. They will eventually convince themselves to buy whatever it is that you are selling.
Here’s how you can start:
If you want to build trust, senior leadership needs to be out there. Your buyers don’t want to see your logo on a shitty advert, or a fake mockup of a slot on Times Square—they want to hear from your leaders. But convincing your CEO, founder, or executive team to step into the spotlight, usually feels similar to running at full speed, face-first into a brick wall.
Adam had a lot to say about this during the webinar. His advice? Start by reframing the conversation. It’s not about vanity or personal branding—it’s about driving business results. Buyers trust people, not brands. When your leadership team shows up, engages authentically, and shares valuable insights, it’s not just good for exposure—it’s good for revenue.
Here’s how to make it happen:
Connect Leadership’s Voice to Business Goals
Senior leaders want to see ROI, not just likes or shares. Explain how their involvement builds trust with buyers, shortens sales cycles, and creates a competitive advantage. Use examples of founder-led brands like ClickFunnels or Salesforce, where the leader’s presence has been pivotal to success.
Adam’s take: “When the CEO talks, people listen. You’re not just another voice—you’re the voice that defines the brand.”
Start Small and Play to Their Strengths
Not everyone is comfortable creating content or speaking on stage—and that’s okay. Focus on platforms and formats where they’re most comfortable. Maybe they enjoy writing thoughtful LinkedIn posts or joining a podcast conversation instead of hosting a webinar.
Adam suggested a gradual approach: “The goal isn’t to turn them into a full-time influencer overnight. Start small. One LinkedIn post a week. A guest spot on a podcast. It’s about showing up consistently, not perfectly.”
Provide Structure and Support
Leaders are busy, and content creation can feel like the least important task on their to-do list. Make it easier by providing a framework. Offer ideas, draft outlines, or ghostwrite their initial posts to get the ball rolling.
Adam noted: “Leaders don’t need to do all the heavy lifting themselves. Build a team or process around them so they can focus on what they do best—sharing their perspective.”
Highlight Their Unique Expertise
Every leader has a story to tell or insights to share. Whether it’s lessons from building the company, a unique perspective on the industry, or hard-won advice for peers, find the angles that resonate with their audience.
Adam emphasized: “People connect with stories and authenticity, not buzzwords. The more human and real the message, the more powerful it is.”
Track Impact and Celebrate Wins
Once they’re engaged, show them the results. Share metrics that matter—engagement from key accounts, inbound leads citing their content, or even feedback from prospects. Celebrate the wins to keep the momentum going.
Adam’s advice: “When leaders see the direct impact their voice has, they’ll understand this isn’t just marketing—it’s business development.”
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The Long Game
The brands that will win in the future aren’t the ones chasing clicks or volume. They’re the ones that understand that building trust isn’t a tactic. It’s a commitment.
In the next decade, buyers will only grow more selective. They’ll keep tuning out ads and ignoring emails. But they’ll always respond to people they trust.
As you think about your strategy for 2025 and beyond, ask yourself this: - Are you chasing attention—or earning influence?
- Are you scaling volume—or building relationships?
- Are you pitching features—or solving real problems?
There is no better time than now to get your senior leaders out there.
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