Skip to content

The Rise of the LinkedIn B2B Influencer

Companies are discovering that experts in their fields can help them sell to other enterprises, like the consumer brand stars of TikTok.

relates to The Rise of the LinkedIn B2B Influencer
Illustration: Teng Meu for Bloomberg Businessweek

Bernard Marr, 49, who has degrees in business, engineering, and information technology, is interested in topics such as artificial intelligence and digital transformation. In his online videos about the future of technology and business strategy, the gray-haired consultant and author usually wears a black suit jacket and black T-shirt to offer his take on top industry trends with a calm, instructive delivery. It’s not your typical influencer performance.

And yet 2 million people follow Marr on social media, and he’s attracted big brands looking to drive sales by partnering on his posts, including International Business Machines, Microsoft, and Alphabet’s Google. “It’s always been companies coming to me saying, ‘Do you want to work together? We’ve got these interesting stories to share, and you’ve got an audience,’” says Marr, whose social media content creation takes up a third of his working hours and contributes as much as half of his income.