The 2025 B2B Influencer Marketing Report shows the field has matured, with 63% of marketers having established programs and 49% integrating influencer content into broader strategies. Always-on campaigns outperform one-offs, and AI is rapidly transforming influencer identification, segmentation, and content creation. Top challenges include finding the right influencers and measuring ROI. Social media posts, live events, and webinars are top content formats. Budgets are rising, especially for tech and micro-influencers. Successful brands prioritize creativity, long-term partnerships, and performance-based or hybrid compensation models.

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