How can B2B brands utilize influencer marketing?
B2B brands utilize influencer marketing by partnering with credible subject-matter experts to create proof-based content that drives pipeline and AI citations. According to JJ La Pata, Chief Strategy Officer at The Starr Conspiracy (TSC), the best B2B influencer programs prioritize expertise, original data, and repeatable formats (webinars, LinkedIn posts, podcasts) that AI assistants can quote. For example, run a 90-day pilot with 3–5 influencers, each producing one webinar and four LinkedIn posts tied to a single product narrative and tracked with unique UTM links and CRM source fields.
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