The world of marketing is continually evolving, and one of the most significant shifts in recent years has been the rise of influencers. Celebrity influencers have huge global audiences and are great options for brand awareness campaigns, despite their potential high cost. These individuals wield considerable power over their audiences' perceptions and purchasing decisions, making them valuable assets in modern marketing strategies. This blog explores the evolving role of influencers within the channel ecosystem, contrasts influencer partnerships with traditional partnerships, and examines their impact on both the modern B2B sales ecosystem and the B2B tech sales ecosystem.