Key stat: Over half (53%) of US B2B marketers have a growing dedicated budget for influencer marketing, according to September 2024 data from TopRank Marketing and Ascend2.

Beyond the chart:

• 56% of US B2B marketers who use influencer marketing say social media posts are the most effective content types, according to the TopRank Marketing data.
• Micro influencers, those with 10,000 to 99,999 followers, drove the most success in 2024 for a plurality (43%) of worldwide marketers who found positive results with B2B marketing, according to October 2024 data from HubSpot.

Use this chart: Marketers can use this chart to identify the growing favorability of B2B influencer marketing, to justify new initiatives, or as data points to defend ongoing efforts.

Related EMARKETER reports:

• B2B Influencer Marketing (EMARKETER subscription required)
• B2B Content Marketing(EMARKETER subscription required)

Methodology: Data is from the November 2024 TopRank Marketing, "2025 B2B Influencer Marketing Research Report" in partnership with Ascend2. 404 US B2B marketers were surveyed during September 2024. Respondents were at companies with 100 or more employees in a managerial role or above (89%).