When does a B2B influencer strategy drive real impact and when is it just a distraction?

In this episode, Fredrik Borestrom, Director of International Agency Development, EMEA and LATAM at LinkedIn, shares insights on the rise of B2B influencers. He explains why expertise is more valuable than reach, how brands can tap into employee advocacy, and what LinkedIn’s latest research with Edelman reveals about effective influencer marketing in B2B.

Fredrik explores the role of thought leaders, the growing influence of niche experts, and the balance between corporate messaging and personal brand credibility. He also offers a look at how brands can leverage trusted voices—both internally and externally—to strengthen buyer confidence.

In this episode, you’ll learn:

• Why B2B influencer marketing is driven by expertise and credibility rather than follower count
• How trust-driven interactions are shifting the way buyers make decisions
• The impact of employee advocacy and why it outperforms traditional brand messaging

Jump into the conversation:

(00:00) Introducing Fredrik Borestrom

(02:16) The balance between thought leadership and influencer marketing

(05:48) Why trust-based engagement matters in B2B decision-making

(08:39) How employee advocacy amplifies brand influence

(12:48) The hidden buying group and its role in decision-making

(17:19) LinkedIn’s thought leadership ads and their impact

(20:33) Niche influence: Why expertise beats large followings

(26:02) Long-term strategies for building brand credibility