B2B Influence: The real credibility driver

By Shaun Hickman, Senior Social Media Consultant at Speed. 

In a world of noise, audiences across B2B spaces are faced with an ever-expanding stream of content and competing voices. The result? Brand cut-through has never been more challenging and a greater level of scrutiny is being felt by brand-led comms.

In response, people are retreating. Edelman’s 2026 Trust Barometer revealed that trust is becoming increasingly insular as audiences pull back into tighter, like-minded communities. Trust is thriving with voices who have built genuine authority – analysts, sector specialists, consultant creators – while content that doesn’t feel earned is being tuned out.

Trust is increasingly a key commercial priority

• When it comes to purchase decisions, 88% say trust is as important as price and quality (Edelman, 2025)
• In parallel with this perception shift, 54% of B2B brands now primarily use influencer marketing to increase credibility and trust (Sprout Social, 2025)

Beyond the white papers and toolkits, trusted B2B influence is the new seal of authenticity.

Building trust and credibility with your audience requires more than core messaging.

The widely discussed video of McDonald’s CEO, Chris Kempczinski, hesitantly eating the Big Arch burger illustrates how easily trust signals can falter. Rather than an authentic taste-test, audiences saw a staged product moment that left many unconvinced he had even taken a real bite.

Edelman’s latest research shows these moments can be turned around. 57% of people who trust a financial influencer would consider trusting a brand they promote, even if they previously viewed it as untrustworthy. A credible voice doesn’t just showcase a business; it can shift the narrative.

Equally, the power of these trusted voices and their impact on AI search results should not be underestimated. Recent research from LinkedIn and Meltwater revealed that ‘Established Members’ (10k+ LinkedIn followers) are now the highest source (40%) of LinkedIn citations in LLMs. When you consider LinkedIn is the #1 most cited platform for B2B AI queries, influencers aren’t just building trust. They’re growing presence in the spaces that matter.

Bringing B2B influence into focus – what can you do now?

1. Embrace a ‘relevance over reach’ mindset
   As people pull inwards, quality B2B influencers exist as the trust intermediaries between audiences and the organisations they’d otherwise dismiss. In this context, your specialism is your superpower. Tapping into hyper-relevant influence will help you build long-term brand credibility vs. short-term, broad-brush awareness.
2. Identify unique opportunities
   Who is already talking about your business? What stories are resonating across your industry? And what niche topics interest your target audience? Explore relevant themes beyond your core business focus to identify unique opportunities of influence.
3. Plan for the long-term
   The most effective and impactful partnerships are built over time. Getting to know your influencers in the briefing stage, and understanding the nuance of their own channels, can help you unlock a goldmine of insight. Centre your influencer partners in initial conversations and ask for their perspective on planned activity.

The proof is in the pudding. When influencers are engaged for their passion and insight, rather than fame and following, a foundation of credibility is already established. If you’re ready to take that first step, we’re here to help. Find your influence and focus your authority with Speed Orbit – our dedicated B2B influencer offer.