‘Embrace the change or get left behind’: Inside the rise of B2B influencers
In the latest instalment of our Influencers Explored series, brands and creators discuss why influencers are central to evolving the B2B marketing mix.
Working with influencers may have once seemed daunting for B2B businesses, but in recent years more brands than ever have jumped on the creator bandwagon.
Ogilvy’s global head of influence, Rahul Titus, describes the growth of B2B influencing as “unprecedented”, growing in popularity since the agency reported in 2023 75% of B2B companies are already using influencers.
“I’ve always said there was a need for a creative transformation in that space [B2B] that made it slightly more authentic and slightly more real. Nothing better than B2B influencers to do that,” says Titus.
