Influencer marketing is partnering with content creators who have an engaged audience in your target market to reach that audience through authentic content — as opposed to traditional ads. In B2B, 'influencers' are often industry practitioners with 10K–100K LinkedIn or YouTube followings: ex-VPs of Sales, growth practitioners, SaaS operators. B2B influencer marketing is still early and often more cost-effective than brand awareness ads because the trust transfer is genuine.
For example, a B2B SaaS company paying a popular RevOps YouTube creator $5,000 to review their product can reach 50,000 highly targeted viewers at a CPM of $0.10 — far below what LinkedIn video ads would cost for the same qualified audience.
We run influencer programs for clients in B2B — identifying LinkedIn and YouTube creators whose audiences match our clients' ICP and building authentic partnership campaigns.
Related Terms
Relevant Cactus Services
We implement Influencer Marketing strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Affiliate Marketing
Affiliate marketing is a performance-based partnership where affiliates (publishers, influencers, review sites) earn commissions for referring customers.
Creator Economy
The creator economy refers to the ecosystem of independent content creators who monetize their audiences through brand deals, affiliate revenue, subscriptions, and merchandise — operating as media businesses.
User-Generated Content (UGC)
UGC is content created by customers, users, or fans of a product — reviews, social posts, testimonials, case study videos — rather than the brand itself.
Micro-Influencer
A micro-influencer is a creator with a smaller but highly engaged audience — typically 1,000–100,000 followers.
Macro-Influencer
A macro-influencer has a large following — typically 100,000–1M+ — and broad reach across a general or semi-niche audience.
Reach
Reach is the total number of unique accounts that saw a piece of content — distinct from impressions, which count multiple views by the same person.