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How to Scale B2B Influencer Marketing: Operations, Process and Technology
By Alex White What do remote work and B2B influencer marketing have in common? They both started as experimental and misunderstood concepts, and now it seems like every brand is in it for the long run. Looking back to a marketing focus, nearly two-thirds of those surveyed in our 2025 B2B Influencer Marketing Research Report have mature influencer programs. This means they’ve moved beyond one-time collaborations and have established strategic, scalable, and measurable approaches. While both examples continue to shape business as we know it and scale, they require a structured approach to ensure sustained success and impact.
Scaling influencer programs requires more than just adding more budget and bringing in more influencers. It relies on operations, process improvements, and — last but not least — technology (and we’re not just talking about AI).
Let’s take a closer look at how to optimize each of these areas for growth, pulling key findings from our 2025 B2B Influencer Marketing Research Report.
Download the 2025 B2B Influencer Marketing Research Report
Insights Inside
Building the foundation of a successful influencer program
A one-off influencer marketing campaign is like a bottle rocket — sure, it’ll draw some attention, but it fades fast. For sustained marketing success, an always-on program with ongoing, embedded partnerships should be utilized. Think of it like a firework show — constantly captivating at a grand scale, long-lasting, keeping the audience’s attention, and building excitement with a crescendo.
Keeping with the firecracker metaphor, it’s easy to see why your Fourth of July celebration isn’t headlined by whimpering firecracker displays, much like successful influencer marketing campaigns aren’t headlined by one-off pilot programs. In fact, we found that 82% of the most successful teams use an always-on approach, leading to deeper trust and credibility, ongoing evergreen content, consistent engagement, and stronger influencer relationships over time. But an ongoing program isn’t a “set it and forget it” situation; it requires a structured team and the right technology to manage relationships at scale.
Continued reading: Always-On Influencer Marketing: What Is It and How Does It Work?
Building an influencer marketing team
Behind every great influencer marketing campaign is a talented team. Data shows that influencer marketing can reside in various departments—marketing, social media, public relations, or even customer service. While the structure of these programs may differ, one thing remains true: the most successful teams work together. And while job titles and responsibilities vary, the majority of successful teams consist of:
Influencer Manager – Builds relationships and manages influencer collaborations.
Influencer Strategist – Identifies influencers, aligns strategy, and measures performance.
Content Strategist – Oversees content creation and ensures alignment with brand messaging.
Social Media Manager – Manages content publishing and delivers in-depth social media performance insights
Analytics Manager – Tracks, analyzes, and optimizes influencer marketing performance
Do these titles exist at your organization? If you had to pick up the phone and find someone to assign these duties to, would you find someone with the time or expertise to execute and scale an influencer marketing program?
Often, the answer is no. That’s why many businesses rely on internal teams to find an external agency. Our …read more
Source:: Top Rank Blog
