For years, B2B brands assumed influencer marketing wasn’t for them. In 2024, that changed—and Sprout Social led the way.
With LinkedIn-first influencer marketing surging and Sprout’s 2023 acquisition of Sprout Influencer Marketing (formerly Tagger), we had an opportunity to define the shift.
Instead of treating micro-influencers as amplifiers, we embedded them as strategic partners. Of the 32 influencers we partnered with, 28 were micro-influencers—core drivers of success. Among them, Vin Matano grew beyond the micro-influencer threshold in 2025, reinforcing the lasting impact of these collaborations. Our goal was to prove micro-influencers are not just effective in B2C marketing, but essential for B2B credibility, influence and impact.
The result? 4M+ impressions, 100K+ engagements and 600+ leads—with micro-influencers driving most activations and adding 48% more impressions and 30% more engagements beyond organic efforts. Instead of one-off partnerships, we built a long-term, scalable influencer framework strengthening brand trust, engagement and industry leadership.
Sprout didn’t just work with micro-influencers; we redefined their role in B2B marketing.
Strategy
In 2024, B2B influencer marketing hit its tipping point—especially on LinkedIn. Rather than just keeping up, Sprout Social helped set the standard.
Instead of treating influencers as temporary partners, we built a Center of Excellence model, integrating them across our marketing ecosystem. This wasn’t just about partnerships—it was a fundamental shift in how Sprout operationalized influence. We established workflows that embedded influencer activations across research, content, events and demand generation, ensuring cross-functional teams leveraged influencer insights, not just social.
Key Focus Areas:
Reframe micro-influencer value in B2B: Move beyond reach to focus on insight-driven influence.
Always-On Influence: Influencers weren’t a one-off tactic—they were integral to Sprout’s research, events and content strategy.
LinkedIn as the Core Platform: While Instagram and TikTok were leveraged, LinkedIn was prioritized as the hub where social media leaders engaged.
Micro-Influencers as Thought Leaders: We selected influencers based on expertise, not just audience size, ensuring meaningful engagement.
Major Activations & Execution:
Event Influence (Art Basel & Dreamforce): Vin Matano, a micro-influencer in 2024, provided real-time coverage that helped Sprout stand out in high-noise environments. His rapid growth beyond 100K in 2025 reinforces the impact of these collaborations.
Sprout Social Data Thought Leadership: Micro-influencers weren’t just amplifiers—they shaped industry conversations with Sprout’s data at the center. Lia Haberman, Rachel Karten and Casey Lewis (among others) analyzed and contextualized Sprout’s data, turning it into actionable insights.
LinkedIn-First Unboxing, Reimagined: Instead of swag, influencers like Lia Haberman, Jayde Powell, Brendan Gahan and Christina Le received oversized prompts, sparking industry-wide discussions.
This redefined how B2B brands use micro-influencers—not as an add-on, but as a core driver of marketing success.
Results
Micro-influencers didn’t just amplify Sprout Social’s marketing—they transformed how we engaged our audience.
4M+ impressions, 100K+ engagements, 621 leads → With micro-influencers driving the majority of activations, their impact wasn’t just visible—it was measurable.
Influencer-Led Growth → Sprout’s Influencer Creator Program drove an additional 48% impressions and 30% engagements on top of brand-led content—proving that real voices drive trust, reach and business results.
Event Breakthroughs → Dreamforce and Art Basel are competitive, high-noise events. Through micro-influencer activations, Sprout cut through the clutter—driving real-time engagement and positioning the brand as an industry leader.
Thought Leadership & Business Impact → Micro-influencers didn’t just share Sprout’s industry data—they shaped the conversation. We redefined how social marketers think about influencer marketing by embedding their expertise into reports, webinars and social content.
This wasn’t just a campaign—it was a fundamental shift in how B2B brands leverage micro-influencers for tangible business impact.
Sprout Social didn’t just work with micro-influencers—we proved their power at scale.
