Webinar Influencers: B2B Brands Use Creators for Live Events

Imagine tuning into a B2B webinar and seeing a content creator you follow leading the discussion. This scenario is becoming common as B2B brands tap creators for live events like webinars and virtual panels. In fact, webinar influencers – industry experts, micro influencers, and niche thought leaders who co-host or speak at live B2B events – are reshaping how brands engage audiences. Why the shift? Because buyers today trust people over logos. By partnering with credible creators, even traditionally buttoned-up B2B companies can inject authenticity, energy, and wider reach into their webinars. For e-commerce brands and Amazon sellers, there’s a valuable lesson here: leveraging influencer marketing beyond social posts – such as through live webinars, streams, or workshops – can humanize your brand, build trust, and drive conversions in a way static content often can’t.

What you’ll learn: In this post, we’ll explore how and why B2B brands are embracing webinar influencers to supercharge engagement. We’ll break down the benefits of inviting content creators to your live events, best practices for running an influencer-powered webinar, and how these tactics can apply to e-commerce (from Amazon Live sessions to user-generated content). By the end, you’ll see why influencer marketing isn’t just for trendy consumer brands – it’s also a game-changer for B2B and online sellers alike. Let’s dive in.

Why B2B Brands Are Embracing Webinar Influencers

B2B marketers have discovered that influencer marketing isn’t only for flashy product endorsements – it can drive serious business results in professional arenas too. One standout format is the webinar (or other live virtual events) featuring influencers. Consider these telling statistics:

• • Webinars = B2B’s favorite influencer content. Recent research found that webinars and other live online events are the #1 most-used format in B2B influencer programs (employed by 81% of B2B influencer marketing efforts). That means the majority of B2B brands running influencer campaigns include co-hosted webinars, panel discussions, or live streams as part of their strategy – more than social media posts or blogs. Clearly, companies see value in putting creators in front of a live audience.

     

  • Webinars deliver results. It’s not just usage – webinars also rank among the most effective B2B content channels. In a 2023 survey, 51% of B2B marketers said webinars produce some of their best marketing results, second only to in-person events (56%) and ahead of tactics like email, social media, or blogs. In other words, webinars work for lead generation and engagement. Add an influencer into the mix, and you boost drawing power even further by featuring a voice the audience already trusts.

     

  • Trust and credibility are key. B2B buyers are naturally skeptical of sales pitches – they want insight from people they consider experts. That’s why partnering with industry influencers builds credibility. One study revealed 75% of decision-makers trust a brand more when it partners with industry experts or influencers. By having a respected creator host or speak at your webinar, you’re effectively borrowing their trust factor. The influencer’s endorsement (even implicit) reassures attendees that the event is worth their time and that the content will be valuable, not just a product push.

In sum, B2B brands are turning to webinar influencers to make their events more engaging, credible, and far-reaching. An influencer’s name and following can attract larger audiences to register for a webinar. Their authenticity and expertise keep viewers hooked – which is gold for nurturing leads in long sales cycles. And because webinars allow for live Q&A and interaction, the influencer can humanize the brand, answering questions in real-time and weaving in personal anecdotes or user-generated content (UGC) that resonates more than corporate slide decks.

How B2B Companies Tap Creators for Live Events

So what does it look like when a B2B brand teams up with a creator for a live event? There are a few popular collaboration models:

• • Guest speakers & panelists: The simplest approach is inviting a micro influencer or industry expert to speak during your webinar or virtual panel. For example, a software company might have a well-known tech blogger join a panel discussion on future trends. The influencer shares their insights (not a sales pitch) and engages in discussion, boosting the event’s credibility. In fact, having an influencer as a guest is such a popular tactic that, as noted, 81% of B2B influencer programs include webinars or live events with guest experts.

     

  • Co-host or moderator: In some cases, the brand lets the influencer host the entire webinar, or at least co-host it alongside a company rep. The creator might serve as the interviewer who asks the company’s subject-matter experts questions, or they moderate live Q&A from the audience. This setup leverages the influencer’s personality and hosting skills to make the event more lively. (Plus, the influencer often promotes the event to their followers beforehand, greatly expanding your reach).

     

  • Live product demos and tutorials: For more product-focused webinars, a B2B brand might supply the product and content, while the influencer demonstrates it live. Think of a cybersecurity firm partnering with a respected white-hat hacker YouTuber to do a live demo of a new security tool. The influencer’s hands-on demo feels more trustworthy than a sales demo, and viewers can ask them candid questions. This mirrors what many Amazon sellers do in the B2C world – partnering with creators on Amazon Live to showcase products in a QVC-style live stream, driving immediate sales.

     

  • Influencer-led workshops or courses: Some brands take it further by building an entire live event series around influencers. A great example is Sprinklr’s “Across the Socialverse” masterclass. Sprinklr (a B2B customer experience platform) teamed up with multiple social media thought leaders to host a live virtual event on Social Media Day. These influencers (like Ann Handley and Jay Baer) taught sessions and discussed trends, with Sprinklr’s product subtly featured. The result? Over 5,000 marketers registered and tens of millions of impressions online – driving a pipeline of qualified leads for Sprinklr. This case shows the power of letting influencers take center stage in an event aligned with your brand’s message.

     

  • In-person events with creator hosts: Not all “live events” are online. B2B conferences and trade shows are also tapping influencers as speakers or hosts. For instance, a fintech company might invite a popular finance podcaster to emcee its user conference or lead a workshop. This crossover strategy was once more common in B2C (using celebrities at events), but now B2B events too are borrowing star power from content creators to draw crowds and add flair.

No matter the format, the collaboration should be a win-win. The brand gains engaging content and extended reach, while the influencer gains exposure, networking, and often an honorarium or sponsorship. Importantly, the content must feel authentic. The creators are encouraged to share their honest perspectives or personal stories, not a rigid script. This authenticity is what makes influencer-led events resonate. As one marketing expert put it, audiences can sense when content is genuine “thought leadership” versus a disguised ad – and they respond much more favorably to the former.

Benefits of Having Creators in Your Webinars (For B2B and Beyond)

Why exactly do micro influencers and creators make such a difference in live events? Let’s break down the key benefits, many of which apply to B2C brands as well:

1. 1. Built-in Audience Boost: Influencers come with their own following. When an industry creator promotes your upcoming webinar to their followers, you tap into a new pool of attendees that might have been tough to reach via your normal marketing. This is crucial for e-commerce founders or Amazon marketplace sellers trying to build awareness; an influencer host can attract shoppers or prospects you couldn’t reach alone. Plus, during the live event, the influencer’s name recognition keeps viewers interested – they’re there as much to hear the creator as to hear about your brand.

       

   2. Credibility and Trust: As mentioned, audiences trust peer voices and experts more than brand marketing. When a knowledgeable creator aligns with your brand on a webinar, it sends a powerful signal: someone you trust finds value in what this company offers. For B2B buyers, that third-party validation can tip the scales toward giving your product a chance. For consumer brands, an influencer’s genuine enthusiasm on a live stream is tantamount to a recommendation in front of a captive audience. Trust is the currency here – and creators have it in spades with their communities.

       

   3. Engagement and Interaction: Influencers are skilled at engaging an audience – it’s how they built their following. They often bring an interactive presentation style: asking viewers questions, responding spontaneously to comments, injecting humor or personal anecdotes. This can transform a dull webinar into a lively conversation. Viewers who might tune out a dry corporate slide show will stick around and participate when the format is a fireside chat or Q&A with a charismatic creator. More engagement means your message lands deeper and your attendees remember your brand more fondly.

       

   4. Fresh Perspectives & Content Value: A creator can provide insights or examples that your internal team might not. For example, a micro-influencer in e-commerce might share real-world tips on using your product, or a niche expert might discuss industry trends that subtly underscore the need for your solution. This educational value enriches the event for the audience. It’s not just a sales pitch – it’s a learning experience associated with your brand. Additionally, the influencer may generate user-generated content during the event (stories, use cases, even off-the-cuff quotes) that you can later repurpose. One webinar could spawn multiple pieces of content: an on-demand video, quote graphics for LinkedIn, a summary blog post, etc., extending the ROI of the live event.

       

   5. Humanizing Your Brand: Perhaps most importantly, having real people – outside your company – champion or discuss your product humanizes your brand. In B2B, this is gold. Buyers see that you’re connected to the community and endorsed by respected peers, not just touting your own horn. In e-commerce, a friendly influencer host making jokes or sharing personal stories during a live demo makes your brand feel relatable and “social” rather than just transactional. This emotional connection can drive not only immediate leads or sales, but long-term brand affinity.

Quick Case in Point: Lenovo, a tech hardware giant, launched a webinar series called “Late Night I.T.” hosted by a tech influencer (who happened to be a comedian) instead of a company executive. The result was tech talk that was entertaining and accessible, drawing in IT professionals who might ignore standard marketing webinars. Lenovo saw 300 million impressions and a big lift in brand favorability from the series. The takeaway? An influencer host with a fresh style turned a dry B2B topic into must-watch content.

A Snapshot of Top B2B Influencer Content Formats

To emphasize how central webinars have become in B2B influencer marketing, here’s a quick comparison of content formats by their usage in B2B campaigns:

As the table shows, live events have edged out even social media as the favored way to leverage influencers in B2B. Think of webinars as the new webinars (pun intended) – they’re now a mainstream marketing channel, not a novelty. And notably, these trends mirror what’s happening in consumer marketing too: live content is on the rise everywhere. For example, on the e-commerce side, brands are increasingly doing live shopping streams on Instagram, TikTok, and Amazon Live to drive immediate sales, often hosted by micro influencers. It’s all about real-time engagement.

Best Practices for an Influencer-Powered Webinar

If you’re ready to try a webinar or live event with a creator, keep these tips in mind for success:

1. Choose the Right Influencer: Look for someone who aligns with your niche and whose audience matches your target. In B2B, that might be a thought leader with deep expertise (e.g. a cybersecurity analyst for a security software webinar). For an Amazon seller, it could be a YouTuber known for reviewing products in your category. Micro influencers can be ideal – their followings are small but highly engaged and relevant. Ensure the person has credibility (B2B buyers value subject matter expertise over fame). Also, vet for professionalism: you want a partner who will show up on time, collaborate on content, and represent your brand values appropriately.

2. Co-Create the Content: Work with your influencer to plan the event agenda or topic. Provide them with background on your audience and goals, but also let them inject their own angle or stories – that’s why they’re there! For example, you might outline key product points to mention, but allow the influencer to frame it as a personal case study or a “tips and tricks” session rather than a formal demo. Collaborate on a catchy title for the webinar that includes the influencer’s name or a topic they’re passionate about (this can boost registrations). When the content is co-created, it feels authentic and balanced between the brand and the creator’s voice.

3. Promote Widely (Leverage Both Networks): One huge advantage of influencer webinars is the combined promotional firepower. Coordinate promotion with your influencer: both parties should announce the event on social media, newsletters, etc. The influencer’s followers trust their recommendations, so a simple “Join me for a live session with [Brand] next week” post can drive sign-ups. Provide the influencer with easy-to-share graphics, a unique registration link, and key points to excite their audience. Meanwhile, you should feature the influencer prominently in your promotions (“Special Guest: [Name], Top [Industry] Creator”) to pique interest. This cross-promotion is key to maximizing reach.

4. Make it Interactive: During the event, plan for interaction. Live polls, Q&A segments, shout-outs to attendees – these keep the energy up. Many influencers naturally do this (taking viewer questions on the fly, etc.). You can integrate features like chat or Q&A windows if it’s a webinar platform, or simply have the host ask the audience to comment (on platforms like LinkedIn Live, YouTube, or Amazon Live). An interactive vibe not only engages the live audience but also yields feedback and UGC. For instance, an attendee’s question in chat could spark a great discussion point (and that Q&A could become a snippet you later share on your blog). Also encourage the influencer to share real examples or even stories from their followers (with permission) to make it a community conversation.

5. Comply and Be Transparent: Remember that if the influencer is being paid or given perks, disclosure rules apply – even in a webinar. Have them briefly mention at the start, “I’m excited to partner with [Brand] for this session,” or add a note in the webinar description, to be transparent. In B2B, authenticity is paramount, so transparency actually builds trust. Also, ensure any advice given meets industry guidelines (especially in regulated industries). Most professional influencers are used to this, but it’s on you to provide guidance. A simple prep call to go over do’s and don’ts (e.g. avoid promising specific ROI figures, avoid off-limit topics) can prevent issues. That said, don’t script them too much – you want their genuine voice to shine.

6. Repurpose the Content: After the live event, the fun’s not over. Edit the webinar recording into bite-sized videos or quote graphics featuring the influencer’s best insights. Write a recap blog post (“5 Lessons from Our Webinar with [Influencer]”). These assets can be pure gold for content marketing. You essentially get a long-form content piece (the webinar) that can be chopped into many pieces of UGC-style content. For example, if you did a live unboxing with an influencer on Amazon Live, you can take screenshots or clips to use as product photos and testimonials on your Amazon listing or website. Always get permission and discuss usage rights with the influencer in advance – most will be happy to have the extra exposure, as it showcases them as well. Repurposing maximizes ROI and keeps the influencer’s impact working for you long after the live event ended.

Following these best practices ensures that your collaboration stays smooth and yields real value. It transforms the webinar from a one-off event into a multi-faceted influencer marketing asset.

Applying This Strategy in E-Commerce and Amazon Selling

You might be thinking, “This sounds great for B2B webinars, but I run an online store – can live influencer events help me?” Absolutely. The core idea – leveraging creator-led live content to engage an audience – translates directly to the e-commerce world:

• • Live product demos & shopping events: Just as B2B firms use webinars, online brands are using live streams on platforms like Instagram, TikTok, YouTube, and Amazon Live to showcase products. Think of it as the modern, interactive version of a TV shopping channel. An influencer can host a live demo of your product, answer viewer questions (“Does it come in other colors?” “How do you clean it?”), and drop promo codes or product links for instant purchases. This can significantly boost conversions because viewers get entertained and informed, and there’s a sense of urgency and FOMO in live formats. For example, Amazon’s own Amazon Live platform allows influencers to stream and feature products with a “Buy” button right there – brands have seen spikes in sales from these sessions (Amazon reports much higher purchase rates when shoppers watch live streams vs standard ads).

     

  • Micro-influencer workshops: If you sell a more complex product, consider a live mini-workshop. Let’s say you have a specialty kitchen gadget. You could partner with a micro influencer chef or foodie to do a 30-minute live cooking class using the gadget. Viewers can cook along or ask for tips. This not only drives sales of the gadget (as people see it in action) but also creates a memorable brand experience. It’s essentially a webinar tailored for consumers – providing education and entertainment with your product naturally integrated.

     

  • UGC and community building: Live events generate a two-way dialogue, which is perfect for building a community around your brand. Encourage viewers to share their experiences or ask questions – their input during a live session is a form of user-generated content. You can even spotlight a customer or nano-influencer by inviting them “on stage” with a bigger influencer. For example, a beauty brand might have a pro makeup artist (influencer) live-stream a tutorial, and also feature short cameos where fans join to show their look or ask a question. This inclusion of real customers alongside influencers creates a powerful community vibe that strengthens brand loyalty.

     

  • Leverage platform algorithms: Social networks and marketplaces are pushing live content. Going live might get you preferential placement in feeds or on storefront pages (e.g., Amazon often features live streams on product detail pages or its home page). By being an early adopter of live formats with influencers, your brand can gain extra visibility with relatively low competition, especially on platforms like TikTok (which has TikTok Live Shopping) or newer channels. Early Amazon Live users, for instance, gained tons of free exposure because Amazon was promoting this feature heavily. Riding these trends can give e-commerce sellers a leg up over competitors still relying solely on static posts or ads.

     

  • Authenticity drives sales: At the end of the day, people buy from people. Seeing a charismatic creator genuinely excited about a product in real-time is far more convincing than any polished ad copy. It’s the digital version of word-of-mouth. For Amazon sellers concerned about conversions and reviews, influencer live content can lead to both – viewers often leave reviews mentioning “I saw this on [Influencer]’s live and had to try it.” That’s UGC that keeps working for you. Just as B2B brands see trust and credibility translating to leads, e-commerce brands see it translate to purchases. A live recommendation feels authentic and urgent, nudging consumers off the fence.

One note of caution: ensure your chosen platform and influencer align with your target customers. If you sell to Gen Z, a TikTok or Twitch live event might be ideal. If your audience is busy professionals (like many Amazon business buyers), maybe a LinkedIn Live lunch-and-learn with an expert makes sense. Match the medium to your market.

Conclusion to Webinar Influencers

“Webinar influencers: B2B brands tap creators for live events” – it’s more than a trend; it’s a fundamental shift in marketing. Whether you run a SaaS company or a Shopify store, incorporating live, influencer-driven content can elevate your brand’s engagement to new heights. By blending the credibility and creativity of content creators with the interactive power of webinars/live streams, you turn passive audiences into active participants. B2B brands have proven this approach drives both trust and tangible ROI – from higher webinar attendance and lead conversions to boosted brand perception. E-commerce sellers are likewise seeing that live influencer sessions can drive immediate sales and build a passionate customer community around their products.

As you plan your marketing strategy for 2025 and beyond, consider where a live collaboration could make an impact. It could be a thought leadership webinar series co-hosted by industry micro-influencers. It could be a seasonal live shopping event on Amazon or Instagram with a creator demonstrating your top products. Start small if needed – perhaps a 20-minute live Q&A on LinkedIn with a happy customer or niche expert. The key is to experiment with letting real voices carry your message.

In a world saturated with ads and automated content, going live with an influencer is a breath of fresh air that audiences appreciate. It’s authentic, it’s engaging, and it blurs the line between brand content and genuine conversation. That’s exactly the kind of marketing that builds long-term trust and loyalty. So don’t hesitate to step in front of the camera (with a friendly influencer by your side) and start a real-time dialogue with your audience. Whether you’re B2B or B2C, enterprise or Amazon seller, leveraging webinar influencers and live events can humanize your brand and supercharge your growth.