What is B2B influencer marketing?  I get asked this question quite often. Especially by non-marketers, who have the assumption I work with a Kardashian selling makeup.  Let’s begin with the distinction between B2B and B2C influencer marketing . A slightly more B2C-centric definition comes from McKinsey : “Influencer marketing is a collaboration between popular social-media users and brands to promote brands’ products or services.” Although sometimes true for B2B, there are more nuances we can explore. As we defined it in our 2023 Influencer Marketing Report , “B2B influencer marketing is the strategic practice of brands working with knowledgeable and influential figures in a given industry to create, co-create and amplify content.” At a high level, these definitions accurately summarize what B2B influencer marketing is and how it works . But we wanted to offer a deeper perspective on the practice, straight from the voices who bring it to life.…