Influencer marketing in the consumer space has largely focused on raising brand awareness or helping with other marketing objectives, but recently-published research from TopRank Marketing suggests nearly three quarters of B2B decision-makers see it as a customer experience enhancement.
In its State of B2B Influencer Marketing Report, TopRank surveyed more than 300 marketing and communication professionals. Of these, a large majority of 78 per cent said they think prospects rely on influencer advice when making a purchasing decision.
Among those who have adopted an influencer marketing program, 44 per cent reported
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.