B2B influencer spend surges, research finds

B2B brands are increasing their investment in influencer marketing, but many communications teams still lack visibility over the voices shaping their sector, according to new research released by Agentcy and Resonance.

The findings accompany the launch of ‘Influencer Intelligence’, a new capability within Agentcy’s PR-Ops platform designed to help B2B technology brands track influential commentators and practitioners across LinkedIn, YouTube, Substack, TikTok and podcasts.

Research conducted by Resonance and Agentcy found that 85% of B2B marketers now use influencers, yet only 10% have established programmes with defined budgets and processes. Nearly half (48%) still run influencer activity on an ad hoc or campaign-led basis.

Separate data from CreatorIQ found B2B influencer spend rose 171% year-on-year between 2025 and 2026.

Agentcy said the new tool enables communications teams to identify influential voices and track emerging narratives linked to their category. The capability also connects to the company’s AI Visibility module, which monitors how brands appear in generative AI platforms including OpenAI’s ChatGPT and Google Gemini.

Claire Williamson, chief executive and co-founder of Resonance and Agentcy, said brands were increasingly exposed to “a layer of reputation that now matters most” as buyers and AI systems alike rely on trusted third-party voices to assess credibility.

The platform is aimed at B2B technology brands and agencies across sectors including AI, SaaS, fintech and cybersecurity.