B2B Influencer Marketing Looks Different for Mobility Companies, but the Underlying Logic Is the Same

When people hear “influencer marketing,” they often picture consumer brands and social media celebrities. That association has made a lot of B2B companies dismissive of the concept, which has left a meaningful opportunity on the table.

B2B influencer marketing is one of the fastest-growing categories in the space. It is expanding 47% year over year. And unlike its consumer counterpart, it does not rely on follower counts or viral reach. It relies on credibility, and for companies in the mobility industry, credibility is crucial.

What B2B Influence Actually Looks Like

In this industry, influencers are not lifestyle creators. It’s the fleet manager who has spent 25 years in trucking and now has 12,000 LinkedIn followers who trust what he says about technology adoption. It’s the auto repair tech that shows his expertise in OE and aftermarket product knowledge and installation tips to the 100,000 techs that follow him on YouTube. It’s the aerospace engineer who writes a newsletter that 8,000 people in the defense supply chain read every other week. It’s the industry analyst whose coverage shapes how procurement decisions get made at major OEMs.

These people are not hard to find. But companies need to think deliberately about how to build relationships with them before a product launch, a regulatory hearing or a reputation challenge creates an urgency to forge those relationships quickly.

The Data Behind It

According to the 2025 B2B Influencer Marketing Report, 87% of B2B buyers give more credence to content featuring industry experts they trust. 99% of B2B marketing teams using an always-on approach to influencer engagement rate their programs as effective. Teams not using an always-on approach are 17 times more likely to report that their program is ineffective.

That last number is significant. The companies seeing results from B2B influence are the ones treating it as a sustained relationship program versus a campaign. They are consistently engaging with the voices that matter in their space as opposed to only when they have something to promote.

A Practical Starting Point

Identify five people in your industry whose opinions shape how others think about the problems your company solves. They do not always need large audiences. They need credibility with the right people. Then figure out how to be genuinely useful to them: share their content, invite them to events, ask for their perspective on something your company is working on.

That’s the beginning of an influencer strategy in B2B. It looks a lot more like relationship building than it looks like marketing, which is exactly why it works.