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
