How B2B Brands Can Use Creators To Build Awareness and Stand Out

Influencer marketing has been around in B2C for a long time. And it is quickly moving from a trend to a strategic tactic for B2B marketers.

B2B Influencer Marketing Is Here to Stay

While influencer marketing has long been a staple in B2C, B2B brands are now discovering its power to build trust and credibility with buyers. Chris Cunningham provides an inside look at how ClickUp worked with B2B creators and influencers to build trust with their buyers.

Working With B2B Creators

The key to successful B2B influencer marketing is finding creators who have genuine authority and credibility in your target market. Chris shares practical strategies for identifying, partnering with, and measuring the impact of B2B creator relationships.

Building Trust Through Authentic Voices

Buyers trust recommendations from people they respect more than they trust brand messaging. Learn how to leverage authentic creator partnerships to break through the noise and stand out in crowded B2B markets.

How to use this resource in evaluation

Use How B2B Brands Can Use Creators To Build Awareness and Stand Out | DEMAND Conference as a working prompt for your buying committee, not as a standalone takeaway. The useful question is how the idea turns into governed campaign execution: which accounts are included, which contacts are reachable, which channels carry the message, which budget controls apply, and how results are reviewed after launch.

Bring the resource into a demo or internal planning session and ask each owner to inspect a different layer. Demand generation should review the audience and offer logic. RevOps should inspect CRM, marketing automation, and reporting flow. Sales should confirm whether the campaign creates context they can act on. Finance should ask how spend, conversion quality, opportunity creation, and pipeline are connected before budget expands.

Before treating this as complete, compare the recommendation against one current campaign. Check the audience source, channel fit, exclusion logic, approval owner, expected conversion path, and the report your revenue team will use after launch. That keeps the resource tied to an inspectable operating workflow.

• Audience fit: define the exact account, contact, customer, or intent segment this idea should reach.
• Campaign controls: confirm approvals, exclusions, budget limits, creative variants, and launch readiness before spend starts.
• Measurement path: decide which leading indicators matter early and which pipeline outcomes matter before scaling.
• Next action: turn the concept into one reviewed campaign object, one owner, and one follow-up date.

The strongest walkthrough should make the resource concrete: a campaign plan, visible guardrails, a revenue-review owner, and a reporting path that a revenue team can inspect without relying on native ad-platform summaries alone.