B2B SaaS companies have a weird relationship with influencer marketing. They’re either completely ignoring it or treating it like a poor man's version of B2C influencer campaigns. The result? Confusion, wasted budgets, and missed opportunities.
But here’s the thing: most of my peers in the B2B influencer space aren’t approaching it much better. There’s this idea that “I don’t promote products I don’t use,” which sounds noble but isn’t as straightforward as it seems.
If you’re a creator making tactical videos—breaking down workflows, showcasing product features—then yes, using the product is essential. Your audience expects deep dives, and your credibility depends on it.
But that’s not the only type of influencer content. Most people talking about “authenticity” aren’t making tactical videos. They’re taking a broader approach, and that’s where the conversation shifts.
For example, when we work with influencers at Clay, we onboard them, help them build tables, and get them familiar with the product. Almost every influencer we work with uses Clay.
Almost.
Because some influencers—like myself, Aaron Morrissey, and others—aren’t being hired to become product experts. We’re hired to make sure Clay’s message reaches its target audience in a way that resonates and sticks.
B2B SaaS companies need to understand that influencer marketing isn’t about forcing every creator to become a power user. It’s about leveraging different creators for different purposes.
1. **The Expert (SME Influencers)** – These are the creators who get hands-on with your product. They showcase workflows, break down features, and drive adoption.
2. **The Storyteller (Broad Reach Influencers)** – These influencers aren’t here to teach your product inside out. They’re here to create content that makes your audience remember your brand, associate it with a key outcome, and keep you top of mind when they eventually need a solution.
When a company hires me to do two posts per month or one skit per month, they’re not expecting me to generate pipeline directly. Two posts a month won’t move the needle that way. But what I can do is create content that gets shared, that makes people say, “Oh yeah, I’ve heard of them before,” and that ensures your brand is familiar when buyers are ready to purchase.
It’s like hiring an actor vs. hiring an expert. Both have their place, and a well-rounded influencer strategy uses both.
B2B marketing works best when you hit different levels of influence within a company:
1. Top-Down Marketing – This targets decision-makers with purchasing power. They don’t care about granular features. They want to understand transformation, impact, and market trends.
2. Middle-Out Implementation – This is where SMEs come in. Power users showcase how your product actually works, helping other users see its value in action.
3. Bottoms-Up Evangelism – This builds positive brand associations and market awareness. It’s the, “I see this brand everywhere, but I’m not sure what they do” phase. The goal here is to make sure they *do* know what you do, even if they’re not buying yet.
These three layers create a marketing engine that keeps your brand relevant, associating you with the problems you solve so that when the market is ready, you’re top of mind.
The best influencer partnerships aren’t about using the product daily. They’re about trust. If your audience feels like you’re just renting their attention, your message won’t land.
There’s a difference between creating a skit that spreads awareness and posting some canned “I use X to solve my problem” nonsense. That’s the inauthenticity problem—not the fact that someone isn’t a daily user.
For me, when deciding whether to work with a company, I look at:
- Their ethics and business practices
- How they treat employees
- Whether the product actually delivers value
Not whether I personally use it every day.
We’re at a stage where the expertise of a content creator isn’t necessarily in the subject matter—it’s in their ability to create. You don’t need to be a Michelin-star chef to talk about a great restaurant. A food critic doesn’t cook the meal; they tell the story of why it’s worth trying.
B2B marketing teams need to stop forcing creators into a single mold. Some creators are SMEs—deep in the product. Others are storytellers—crafting a message that sticks. You need both.
If you’re a brand: Work with creators who align with your values and goals, not just those who use your product.
If you’re a creator: Don’t force yourself into roles that don’t fit. Play to your strengths.
The best B2B influencer strategies understand this balance. The lazy, one-size-fits-all approach? That’s what leads to inauthentic, ineffective campaigns.
And trust me, people can tell the difference.
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