In Part 1 of this series, we examined the different kinds of influencers in B2B marketing. After understanding these categories and the reason why you need to create a strong influencer program, it’s now time to identify the right people for your niche and brand.
B2B selling is becoming more complex than ever as the digital revolution continues to transform a once predictable, linear purchasing path to a more circular pattern of touch points. Customers are more self directed as they research, evaluate, select, and share experiences about products and trust experts more than brands. So what should B2B marketers do?