Influencer marketing in the B2B finance sector has evolved remarkably in recent years from an experimental tactic to a strategic position. It’s no longer just a “consumer brand thing”, influencer collaborations now provide an avenue for financial institutions to actively engage investment audiences.
The Changing Landscape of B2B Finance Marketing
The B2B finance sector has traditionally relied on conventional marketing approaches like direct sales, display advertising and industry events to generate awareness. However in recent years financial institutions have transitioned to digital channels to reach target audiences.
Influencers are part of what’s become known as the Creator Economy and is powered by platforms like YouTube, Instagram, and LinkedIn. Its scale is now undeniable with Goldman Sachs projecting it reaching a staggering US$500 billion by 2027.
This opens up new opportunities for B2B finance brands to leverage relevant influencers who can credibly convey financial concepts to their followers.
Financial institutions should take note that 75% of B2B brands currently use influencer marketing according to a global report by advertising and public relations agency Ogilvy.
The Ogilvy report also found 93% of B2B Chief Marketing Officers (CMOs) are planning to increase their use of influencers.
“ You’d be foolish to ignore the underlying component of what makes influencer marketing so successful, Ogilvy Global Head of Influence, Rahul Titus.”
“Carefully selected Influencer partnerships now play an integral role in how businesses consume, verify and act on information. “ Titus said.
It is also now clear that finance influencers are relevant at all levels of the industry, from the obvious adoption by retail finance brands and fintech, right through to the sophisticated investor environment of institutional investing.
As reported in the Financial Marketer, a Brunswick Digital Investor Survey found that 88% of institutional investors have made recommendations or decisions based on digital or social media information.
This statistic underscores the growing importance of digital channels in institutional investment decision-making, with LinkedIn rated just under corporate investor relations websites as the most important source of information.
Further, LinkedIn’s Research indicates that 44% of institutional investors consume content based on the individual who produced it, while 24% connect with leading voices to help shape their views.
This personalisation of financial information consumption demonstrates how individual influencers have penetrated even sophisticated institutional investment processes.
So what makes a B2B influencer? While B2C is about trendsetting in the B2B space an influencer needs credible expertise and proven experience so they can contribute to professional industry opinion.
They come in the form of thought leaders, subject matter experts, academics, business leaders, and from finance companies own staff such as chief investment officers (CIOs).
However, the Ogilvy report points out B2B brands need to choose talent wisely and carefully select influencers whose “voice and values” fit with the brand.
Further, the CMO of Schroders, Beth Saint, highlights individualism is important for finance brands to stand out in a world swamped with content.
“ Individualism is back. In a world where there is so much content available there has been a rise in the importance of individualistic tone of voice and perspective, Schroders CMO, Beth Saint.”
“Whether your Influencers are your employees, or your customers, the individual is critical for brands to be recognised now.” Saint said..
The rise of financial influencers
Unsurprisingly, LinkedIn has emerged as the hub for B2B financial thought leadership, hosting a diverse ecosystem of finance professionals who have built substantial followings through their specialist knowledge and insights.
These influencers range from corporate executives, industry experts, and chief investment officers, each bringing informed perspectives to the financial arena.
Oana Labes stands out with more than 375,000 LinkedIn followers and is known for her ability to create detailed infographics that break down complex financial matters for a broad audience.
The Chief Commercial Officer at the Business Partnering Institute, Anders Liu-Lindberg, has amassed more than 410,000 LinkedIn followers by providing actionable advice to finance professionals.
Prominent venture capitalist Hunter Walk, with more than 870,000 LinkedIn followers, shares funding strategies and start-up culture with entrepreneurs and investors alike.
But LinkedIn is not the only place for finance influencers with other social platforms catering to other audience demographics.
Instagram has become home to several mega-influencers, including Vivian Tu with 3.3 million followers, Tori Dunlap 2.2 million followers, and Haley Sacks, known as “Mrs. Dow Jones” 1.2 million followers.
While these influencers often focus on personal finance, many have successfully crossed over into B2B partnerships, bringing financial literacy concepts to business audiences.
Successful B2B finance influencer partnerships
Several financial institutions and fintech companies have pioneered innovative approaches to B2B influencer marketing, creating campaigns that demonstrate the evolving sophistication of these partnerships.
For example, global alternative investments asset manager Man Group partnered with Eddie Donmez of Creative Capital with more than 265,000 LinkedIn followers. During a few months campaign Donmez created videos and content posts highlighting Man Group with each post attracting at least hundreds and up to thousands of audience interactions and comments.
[Full disclosure: Man Group is a client of finance marketing group The Dubs Agency and is the publisher of Financial Marketer]
Another example comes from financial services technology provider, FIS, which created the #Finpact program which paired internal FIS subject matter experts with reputable industry leaders such as American fintech industry banker Theodora Lau to develop thought leadership content on securities & investments, insurance, and financial institutions.
Even traditional financial institutions like American Express have embraced influencer marketing. But rather than relying on finance experts, American Express selected influential bloggers from the design and lifestyle sectors to support small enterprises in promoting AmEx credit cards through video tutorials.
Future trends in B2B finance influencer marketing
B2B influencer finance marketing is being led by several emerging trends that deliver authenticity, strategic relationships, and multi-platform engagement.
Authenticity is the bedrock of any successful B2B influencer campaign. B2B finance decision-makers quickly filter out overt promotional content but do respond to real expertise and useful insights according to B2B content-creator platform MarketScale.
In B2B marketing long-term relationship building is more important than one-off campaigns as finance brands recognize the compound benefits of sustained influencer partnerships.
These enduring relationships also help finance brands weather market volatility and regulatory changes by maintaining consistent, trusted voices in the marketplace.
Multi-platform content distribution strategies are key as different social channels serve distinct purposes in the B2B buyer journey.
While LinkedIn remains the dominant platform for professional thought leadership, Gartner marketing research indicates YouTube influences up to 65% of B2B purchase decisions.
This has prompted finance brands to develop integrated influencer strategies that leverage the unique strengths of each platform – LinkedIn for professional credibility, YouTube for detailed explanations, and where relevant, Instagram or TikTok for broader awareness.
This all means finance brands are focused on addressing the challenges of B2B influencer marketing in their sector. These include navigating regulatory environments, maintaining compliance standards in influencer content, and measuring the business impact of influence beyond vanity metrics.
Leading finance marketers are developing specialized frameworks for influencer selection, content oversight, and performance measurement that account for these industry-specific considerations.
Do you need help with finance influencer marketing?
Navigating the complexities of finance influencer marketing can feel daunting for marketing teams that have not done this before. Even marketers who have started using influencers in some form may be unsure if they are using the right influencers effectively for their finance brand.
If you relate to either of these statements, then The Dubs Agency finance marketing experts would love to speak with you because we can help. Contact Us to start a conversation.
