Top 14 B2B Marketing Influencers to Follow in 2024 for Industry Insights

B2B influencers bring critical industry insights, especially when it comes to navigating digital marketing strategies. These thought leaders are not just talking about what’s new – they’re shaping the conversation.  It’s no surprise that 85% of B2B marketers now emphasize the importance of influencer marketing in their strategy, showcasing how much of an impact these experts can have in the B2B space.

B2B marketing influencers go beyond being social media figures. They’re true educators, sharing knowledge that empowers businesses. They create content covering valuable insights that help businesses like yours drive results. It’s key to follow these influencers to stay informed on industry trends, and transform your marketing efforts.

Table of Contents

Top B2B Marketing Influencers Dominating Digital Platforms Leveraging B2B Influencer Insights for Your Business

Top B2B Marketing Influencers Dominating Digital Platforms

Below are the most notable B2B marketing influencers to keep an eye on in 2024. Each brings a unique perspective, and they embody the qualities B2B marketers value most: relevance, trustworthiness, and expertise. In fact, 98% of marketers prioritize audience relevance, 87% seek trustworthiness, and 78% look for subject matter expertise when selecting influencers.

Ann Handley Dharmesh Shah Justin Welsh Jack Appleby Jessie Van Breugel Robert Rose Oana Labes Allie K. Miller Neil Patel Tamara McCleary Jay Baer Michael Brenner Lee Odden Gini Dietrich

1. Ann Handley

Platforms: LinkedIn, X (formerly Twitter)

Followers: 500K+ on LinkedIn, 50+ on Twitter

As the Chief Content Officer at MarketingProfs, Ann Handley is a powerhouse in content marketing. She shares in-depth insights into creating meaningful content and building brand narratives. Her advice is highly practical, making her a favorite among both newcomers and seasoned professionals. When it comes to LinkedIn marketing influencers, Ann stands out for her no-nonsense approach and her consistent, engaging content that she creates for her over 475K followers on LinkedIn.

2. Dharmesh Shah

Platforms: LinkedIn, Twitter

Followers: 1M+ on LinkedIn, 300K+ on Twitter

Dharmesh Shah is known for his insights into inbound marketing and startup strategies. He is also well known as the Co-founder and CTO of HubSpot. He frequently shares personal experiences and business growth tips that resonate with other entrepreneurs and B2B professionals. His presence as a B2B influencer on LinkedIn has helped many startups adapt to the latest marketing innovations, solidifying his place among the best B2B marketing influencers. Dharmesh Shah is also a member of the Top Voices program on LinkedIn, which brings together professionals from all over the world.

3. Justin Welsh

Platforms: LinkedIn

Followers: 400K+ on LinkedIn

Known as a LinkedIn specialist, Justin Welsh is a go-to source for professionals interested in personal branding and solopreneurship. He’s built a following by sharing relatable, actionable insights on how to grow your brand online. His content has a personable touch, and he engages directly with followers, which makes his presence in B2B influencer marketing even more impactful.

4. Jack Appleby

Platforms: Twitter, LinkedIn

Followers: 80K+ on Twitter, 70K+ on LinkedIn

Jack Appleby’s experience in digital marketing shines through his storytelling and social media tips. As one of the most popular LinkedIn marketing influencers, Jack offers advice for brands looking to strengthen their digital presence and connect with audiences authentically. His Twitter feed is filled with creative examples and strategies that are valuable for B2B marketers aiming to learn the art of engagement.

5. Jessie Van Breugel

Platforms: LinkedIn

Followers: 43K+ on LinkedIn

Jessie Van Breugel focuses on lead generation and personal branding for B2B professionals. Known for his expertise as a LinkedIn marketing influencer, Jessie is frequently approached by those looking to enhance their presence on LinkedIn. He shares practical tips for lead generation and client acquisition, particularly within the B2B sector, where personal connections and credibility are key.

6. Robert Rose

Platforms: LinkedIn,

Followers: 30K on LinkedIn

Robert Rose is the Chief Strategy Advisor at the Content Marketing Institute. He assists businesses in refining their content strategies and storytelling techniques. He has co-authored several books on content marketing, including “Killing Marketing” and “Managing Content Marketing,” which have become essential reads for marketers.

7. Oana Labes

Platforms: LinkedIn

Followers: 350K on LinkedIn

Oana Labes provides a wealth of knowledge in corporate finance and investment, guiding businesses through the complexities of financial strategy. Her insights into investment and financial planning have made her a trusted figure for companies aiming to optimize their financial practices. Oana’s LinkedIn posts are highly regarded by finance professionals looking to stay informed about best practices and industry shifts.

8. Allie K. Miller

Platforms: LinkedIn, Twitter

Followers: 1.4M on LinkedIn and 60K onTwitter

Allie K. Miller is an AI and machine learning expert, serving as a vital source of knowledge for businesses interested in integrating AI solutions. She breaks down complex AI concepts and explores how they can transform industries, making her a standout B2B influencer in tech. Allie’s content demystifies AI, offering actionable insights for B2B companies seeking to innovate through technology.

9. Neil Patel

Platforms: LinkedIn, Twitter, YouTube, Blog

Followers: 673K on LinkedIn, 460K+ on Twitter, 1.3M+ on YouTube

Neil Patel is one of the most recognized names in digital marketing. He has empowered countless businesses to understand and optimize their digital marketing strategies. Known for his in-depth guides and practical insights, Neil covers everything from SEO and content marketing to advanced analytics. His YouTube channel and blog are particularly popular with B2B marketers, offering clear, step-by-step advice that’s easy to implement. Neil’s influence is vast, with his advice and tools being used by marketers and businesses globally to drive online growth.

10. Tamara McCleary

Platforms: Twitter, LinkedIn

Followers: 28K on LinkedIn; 295K on X

As the CEO of Thulium and as an internationally recognized expert in new technologies, branding, storytelling, and social influence, Tamara McCleary is considered one of the world’s leading female technology influencers. She has been named the Most Influential Woman in Martech by B2B Marketing and has been featured in Forbes for her pioneering influencer marketing strategies. She is an in-demand international speaker, delivering over 20 keynotes per year for organizations such as SAP, IBM, and Gartner.  On X, she shares cutting-edge insights on the future of technology and marketing, breaking down complex topics like robotics and blockchain into simple, actionable ideas. She’s definitely a must-follow b2b marketing influencer and one of the most significant twitter marketing influencers of the digital era. 

11. Jay Baer

Platforms: LinkedIn, Twitter, Blog

Followers: Over 260K on X, 50K on LinkedIn

With over 260K followers on X, he’s constantly sharing practical tips on everything from customer service to boosting your marketing ROI. A New York Times bestselling author and one of the most retweeted digital marketers, Jay also offers unique insights that many influencer marketing agencies could learn from, especially in how to drive engagement and loyalty. If you’re looking for quick, actionable insights on how to keep your B2B clients happy and loyal, Jay’s content on LinkedIn and X is a goldmine. Plus, he’s got fresh takes on influencer marketing that are definitely worth checking out.

12. Michael Brenner

Platforms: LinkedIn, Twitter

Followers: Over 107K on Twitter; 34K on LinkedIn

Michael Brenner is the VP of Content at Workday and co-author of “The Content Formula.” He has been recognized as a top CMO influencer and a top business keynote speaker. Michael’s work focuses on helping businesses create content that drives engagement and growth. His expertise in content marketing and leadership has influenced many B2B marketing strategies.

13. Lee Odden

Platform: LinkedIn

Followers: 130K on LinkedIn

Lee Odden, the former CEO and current board member of TopRank Marketing, is a B2B content marketing and influencer marketing expert. He is a sought-after speaker and author, known for integrating search, social, content, and influencer marketing for B2B brands. Lee’s work has been recognized by major publications, and he continues to shape the future of B2B marketing through his innovative strategies.

14. Gini Dietrich

Platforms: LinkedIn, Twitter, Blog

Followers: Over 40K on Twitter; 84K on LinkedIn

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of “Spin Sucks,” a book and blog dedicated to changing the perception of the PR industry. Gini is also the creator of the PESO Model™, a framework that integrates Paid, Earned, Shared, and Owned media to help organizations build authority and credibility. Her expertise in integrating PR, marketing, and social media has made her a leading voice in the industry, helping businesses navigate the complexities of modern communication.

Leveraging B2B Influencer Insights for Your Business

Now that you know who to follow, the next is translating their insights into actionable strategies that work for your business. B2B influencers are constantly sharing valuable lessons on platforms like LinkedIn and Twitter. But it’s not enough to simply consume their content – you need to apply it.

Here’s how:

Stay engaged: You can regularly comment on posts and share your thoughts on LinkedIn or other platforms. Building relationships with these influencers not only keeps you informed but also opens doors to collaboration opportunities. Turn insights into action: If a B2B marketing influencer talks about a particular marketing strategy that worked for them, you should analyze how you can apply it to your own business. For example, if an influencer on LinkedIn mentions a new content distribution strategy, consider testing it in your own campaigns. Keep evolving: As we know by now, the world of marketing is constantly shifting. You can only adapt to new trends quickly and effectively once you stay up to date with the insights of the right people in this industry.

Translating Influencer Advice into Actionable Strategies

It’s easy to get overwhelmed by the wealth of information influencers provide, but here’s how you can break it down:

Identify key takeaways: Don’t try to implement everything at once. For each influencer, focus on one or two strategies that align with your current business goals. For example, if an influencer shares a method for improving lead generation through personalized email marketing, ask yourself how that could fit into your current campaigns. Create a plan: Once you’ve identified a valuable insight, it’s time to create a step-by-step plan to integrate it into your business. For instance, if a B2B influencer advocates for customer-centric messaging, map out how you’ll revise your content and communication strategies to reflect that mindset. Measure Results: Track your outcomes, whether it’s increased engagement on LinkedIn or improved lead generation on Twitter, to see how influencer advice impacts your B2B marketing efforts.

Now that you know who to follow, the next step is translating their insights into actionable strategies that can work for your business. B2B influencers consistently share valuable lessons on platforms like LinkedIn and X (formerly Twitter). However, consuming content alone won’t drive results – the key is applying these insights to your unique business context.

Building Meaningful Connections with B2B Thought Leaders

B2B influencers aren’t just sources of information – they’re industry leaders you can build relationships with to strengthen your business network. Engaging with them goes beyond simply following their content. Here’s how to foster genuine connections with B2B thought leaders:

Engage Authentically: Engage with their content by commenting thoughtfully and sharing your perspectives. Instead of generic comments like “Great post,” add meaningful insights or ask questions. This not only keeps you informed but also opens up opportunities for further conversations. Contribute Value: Influencers appreciate interaction that adds value to their content. Share your own experiences or case studies related to their posts. This positions you as a knowledgeable peer, not just a follower. Be Consistent: Building relationships takes time. Regularly engage with their posts and share their content to maintain visibility. Over time, you’ll start to build familiarity, making it easier to connect with them in more meaningful ways, such as through direct messages or collaborations. Explore Collaboration Opportunities: Once you’ve established a rapport, consider approaching influencers for collaborations that align with their interests and expertise. Whether it’s guest posts, podcasts, or webinars, these partnerships can boost your brand’s credibility and visibility in the B2B landscape.