How Does B2B Influencer Marketing Actually Work?

Would you pay Justin Bieber to create a video about your company’s SaaS offering? How about contracting Kim Kardashian to produce an Instagram Reel summarizing the highlights of your latest whitepaper? Strategically, it simply makes no sense for enterprise brands to engage with these consumer-friendly faces. 
While B2C (business to consumer) marketing and B2B (business to business) marketing share a similar name, the types of influencer programs offered under these categories vary, an