LinkedIn influencer marketing for B2B, from the posts we tracked

Who software brands pay on LinkedIn

The people who got paid run businesses themselves: Ezra Firestone, Nik Sharma, Taylor Holiday, Ari Murray, Chase Dimond, Nick Shackelford and Cody Plofker.

• Omnisend is behind 7 of the 37 posts, from Ezra Firestone, Nik Sharma and Taylor Holiday.
• Viktor paid for 4, from Ari Murray and Chase Dimond.
• Wayflyer, Triple Whale, Wunderkind and Kintsugi each paid for one.

None of the 37 was a video: 24 were text posts and 13 had an image.

The posts that did best were chapters the creator wrote

The two sponsored posts with the most reactions were both for Intuit Mailchimp: Ari Murray's had 1,700 and Nik Sharma's had 867.

Each one announced a chapter the creator wrote for Mailchimp's 2026 Ecommerce Playbook.

The other 35 sponsored posts got 20 to 136 reactions each.

Then the brand runs the creator as its ad

The LinkedIn Ad Library shows software and logistics brands paying to put these operators in their own ads.

• Wayflyer ran a video series with Nick Shackelford before Black Friday 2025. One of those ads was shown 100,000 to 150,000 times between October 25 and November 17.
• Portless ran video ads with Taylor Holiday in May 2026, one of them also at 100,000 to 150,000 impressions.
• Northbeam ran video ads built on short takes from Cody Plofker and Sean Frank.

This is how we run it for a brand:

1. Treat the post as a funnel, retarget everyone who watched or engaged.
2. Those engagers are warm, they already heard a trusted creator vouch for you.
3. Build a lookalike audience from the engagers too.

LinkedIn next to YouTube

LinkedIn is great for B2B products.

Omnisend buys the same kind of person on both. On YouTube it has sponsored 12 episodes of the Send It! Podcast by Chase Dimond and Jimmy Kim, an email and SMS marketing show. On LinkedIn, the 7 posts above.

In the free audit we look at both for your category: the operators your buyers follow on LinkedIn, and the channels they watch on YouTube.