B2B INFLUENCER MARKETING IS BECOMING A REVENUE CHANNEL. MOST TEAMS STILL RUN IT LIKE SOCIAL

Summary from the TLDR Marketing newsletter

55% of B2B marketers already run influencer programs, and 85% of enterprises plan to increase investment over the next five years. However, most teams still manage it like social content. The main constraint is operational maturity, not creator supply. As a result, ROI is harder to prove and scaling remains limited. Creator-led influence is not yet consistently tied to pipeline impact.