B2B marketing is undergoing a major transformation. The traditional methods of whitepapers, gated content, and sales-heavy messaging are no longer enough to capture attention in an oversaturated digital space. Instead, B2B companies are now adopting strategies straight from the influencer marketing playbook—leveraging vertical video, thought leadership, and always-on content to build trust and drive engagement.

In this conversation, Josh Garrison, former VP of Content Marketing & Customer Education at Apollo.io, shares why B2B marketing is shifting towards an influencer-driven model and how companies can embrace this change to stay ahead.

1. Your Audience Expects Engaging, Snackable Content

In the B2B world, long-form reports and dense webinars were once the standard. But today, decision-makers consume content the same way they do in their personal lives—through short, engaging, and easily digestible formats.

“If you're not using vertical video, you're behind. B2B buyers expect the same kind of content they see in their personal lives—quick, engaging, and valuable.”

What This Means for You:

• Embrace vertical video—Platforms like LinkedIn, YouTube Shorts, and TikTok are now critical for B2B visibility.

• Keep it concise—Break down complex topics into short, high-impact clips.

• Prioritize storytelling—Make your content relatable and actionable rather than just informative.

Beyond B2B, industries such as finance, healthcare, and education have also seen a shift towards micro-content. Consumers prefer bite-sized insights, and businesses that adapt will have a competitive edge. Marketers should also explore different formats, such as carousels, infographics, and interactive posts, to keep engagement levels high and cater to different learning preferences.

2. Thought Leadership is Becoming Influencer Marketing

Traditional thought leadership often meant publishing long articles or speaking at industry events. But now, successful B2B marketers are positioning themselves as influencers within their niche, consistently engaging with their audience on social platforms.

“To be a thought leader today, you have to be an active part of the conversation. You need to show up where your audience already is.”

How to Build Thought Leadership Like an Influencer:

Post Regularly – Share insights, trends, and personal experiences frequently. Engage in Conversations – Respond to comments, join discussions, and collaborate with other industry voices. Leverage Personal Branding – Executives and employees should actively contribute to content creation, making the brand feel human and approachable.

This shift is not just limited to tech and SaaS. Industries such as real estate, legal services, and consulting have also embraced social-first thought leadership, realizing that authenticity and engagement drive better business outcomes than purely promotional content. Brands should also experiment with hosting live Q&A sessions, participating in panel discussions, or creating behind-the-scenes content to further humanize their presence.

3. B2B Marketing Needs to Be Always-On

In the past, B2B marketing was campaign-driven—marketers would launch a campaign, gather leads, and move on. But with today’s algorithms and buyer expectations, success comes from consistent, always-on content that builds long-term trust.

“LinkedIn posts once had traction for weeks—now they fade in days. Platforms are built for constant content, pushing businesses to post more to stay visible.”

How to Stay Consistently Visible:

• Create a content engine—Develop a scalable process to publish content multiple times per week.

• Repurpose content—Turn long-form reports or webinars into smaller clips, posts, and articles.

• Leverage multiple platforms—Distribute content across LinkedIn, YouTube, Twitter, and industry forums.

This strategy mirrors the influencer approach, where creators build authority through frequent, high-quality content rather than one-off promotional pushes. Whether you’re in B2B tech, finance, or professional services, staying top-of-mind requires a continuous content presence. Additionally, brands should take advantage of automated scheduling tools and content batching to ensure they maintain consistency without overwhelming internal teams.

Final Thoughts: The Future of B2B Marketing is Personal

B2B marketing is evolving, and companies that fail to adapt risk being left behind. Buyers expect engaging, social-friendly content, and the most successful brands are acting like influencers—consistently creating, engaging, and delivering value.

• Shift to vertical video to match how audiences consume content today.

• Adopt an influencer mindset by positioning executives and employees as thought leaders.

• Maintain an always-on approach to stay relevant in a fast-moving digital landscape.

Regardless of your industry, embracing these influencer-inspired strategies will help you build stronger relationships, enhance brand trust, and drive real business results. The key is to remain authentic, accessible, and adaptable, ensuring that your content resonates with both existing and potential customers over time.