B2B brands are constantly shifting their tactics to keep up with the frequent market changes. It can be exhausting and confusing to find the best approaches, leaving many brands unsure of where to start. There’s tons of advice across the internet for what B2B brands should plan for in 2026, but there’s one key aspect that ties them all together: focusing on human voices.
Marketing is only effective if people trust whoever is sharing that information. For that reason, people are more likely to buy products when real people market them, not companies.
Why is Thought Leadership Becoming People-Powered?
Thought leadership (an experienced voice with a unique point of view) has been proving to be more effective than just listing features and facts. Customers like to hear about products and services from a person’s perspective, not just a company telling them what they want to hear. In the Edelman-LinkedIn 2025 report, 95% of stakeholders said that strong thought leadership made them more likely to connect with B2B brands.
For years, B2B marketing has shifted toward personal insight rather than self-promotion. When brands reach out to their audience as a person rather than a logo, they can more effectively show customers that they understand real people’s needs and know how to offer solutions that are ahead of the competition.
How Can Brands Offer a Personal Perspective?
While brand employees can still connect with customers through their expertise and experience, that’s not the only method. In a world where social media is so prevalent, creators and influencers are now one of the most effective ways for B2B brands to market.
With that in mind, there are a few key groups that can help brands with people-first marketing:
- Creators – Community members who make and post content that focuses on storytelling and engaging educational content.
- Influencers – A type of creator that focuses on personality and engagement to sway people’s buying decisions.
- Employees – Internal community members who can share their real and unique experiences about their daily lives on the job.
- Executives – Internal experts who can offer the most accurate details and narratives about the brand.
All these people play different roles in marketing, so having a mix of all of them can set brands up for success. External sources like creators and influencers can more easily reach and interact with the community to bring in more customers. Then, internal sources like employees and executives can add more expertise to the narrative, helping to build trust.
Finding Creators to Work with
People-powered marketing doesn’t mean working with as many creators as possible. Instead, it’s important to focus on those who are relevant to your brand and can effectively reach your target audience. The following tips can help you locate the ideal creators.
Start with Creators Involved in the Work
Creators inside your company have the best expertise. Find employees that can share personal stories, professional insight, and behind-the-scenes videos. When needed, invest in programs to help your team show up confidently in front of the camera.
Prioritize Relevance Over Follower Count
When looking for external sources, don’t just pick the influencers with the most engagement. Look for people who have experience in your industry and niche experts that your audience will respect. Working with the wrong creators can waste a lot of time and resources because the content won’t resonate with your audience.
Focus on Short-Form Videos
People love interacting with short-form videos on all platforms. It’s a great way to offer information and insight without people having to commit to long-from content. According to research from Wyzowl, most people (91%) believe videos 2 minutes and under are the most effective for marketing.
Give Creators Some Control
Working with creators should be a partnership, so don’t just give them a script and tell them what to do. People want to hear about real experiences. Offer clear guidelines and context, but let the creators speak honestly in their own voice as much as possible.
Promote Content That Works
Some content will capture attention while others won’t have the effect you’re looking for. When something works, consider leaning into it by paying to promote that content, improving its odds of reaching more of your target audience.
Achieve People-First Thought Leadership with Expert Support
Finding creative ways to market from a person’s perspective can be a big shift for some brands. Not only do you have to find the right creators to advertise your products and services, but you also need to find an approach that appeals to your target audience.
Working with a marketing expert is a great way to stay ahead of the competition and find the best collaborations. Contact Avenue Z today to experience how we can elevate your marketing approach.
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