How business-to-business marketers can practice ‘influencer marketing'
Influencer marketing is a discipline based on focusing attention on the individuals (influencers) who advise decision-makers. An influencer is a third party who significantly shapes a purchasing decision, but may never be accountable for it. Key elements of influencer marketing include identifying and ranking influencers, building influencer engagement programmes and embedding influencer-led messages into marketing activities.
Decision-makers - the prime target for advertisers - are growing ever-more sceptical of marketing and, as the volume of marketing messages continues to increase, reaching these key influencers has become vital. Even if you have established a source of differentiation for your brand, and your message is heard, you are nonetheless likely to be disbelieved, simply because you are selling something. A decision-maker's standard response to your marketing is: 'You would say that, wouldn't......

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Title: How Business-To-Business Marketers Can Practice ‘influence Marketing'
Approximate Word Count: 1278
Approximate Pages: 6 (250 words per double-spaced page)

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