Roughly 80% of B2B brands surveyed in 2020 say they plan to either maintain or increase their influencer spend this year. Yet, as multi-time founder Chris Bakke pointed out, the B2B influencer space is underdeveloped and largely unmonetized.

While the overall influencer marketing industry was pegged at ~$9.7B in 2020, the bulk of that was focused on B2C campaigns.

Yet research from Demand Gen shows that B2B clients consider sponsored 3rd-party or co-branded content more trustworthy than content straight from a vendor.

Source: Oktopost