B2B decision-maker influencers: 24 categories involved in purchase decisions

BarbaraInfluencer identification, Influencer marketing, influencer relations2 Comments

Lots of people play a part in a typical B2B purchase decision and naturally, identifying them is an important activity for any influencer relations program. You need to know who they are, including their name, job and location. First, you have to figure out who they are. That’s no so easy. The big temptation is to start by asking the … Read More

Don’t turn decision influencers into fans

BarbaraDecision-makers, influence, Influencer engagement, influencer programLeave a Comment

It’s tempting to think of influencer programs as master plans for turning objective decision influencers into your company’s bona fide fans. The truth is, that’s not a desirable goal for your influencer programs. Valuable influencers maintain a high level of objectivity. Some call it integrity. Others describe it as independence or ethics. Whatever label you prefer, compromising it is a … Read More

A-listers, heroes and influencers

Barbarainfluencer programLeave a Comment

“My heroes have always been cowboys. And they still are, it seems. Sadly, in search of, but one step in back of, Themselves and their slow-movin’ dreams.” – Willie Nelson Promise yourself and your company that your 2009 influencer program will be much more accountable for results, and much less susceptible to A-listers and marketing heroes. Achieving greater accountability requires … Read More

How will we measure influencer programs tomorrow?

Barbarainfluencer program, Measurement, ResearchLeave a Comment

One of the top 10 questions we’re asked by new clients is, “what’s the best way to measure our influencer program?” Today, there’s no single “right” answer to that question. The answer varies according to the state and direction of the organization, its business objectives, and the market it’s addressing. Each organization undertakes an influencer program for its own unique … Read More

Put vendor management execs on your influencer radar

BarbaraInfluencer identification, Sourcing advisorsLeave a Comment

No high tech influencer program is complete until it addresses sourcing and vendor management executives. You may think that this group of people is buried deep in your customers’ accounting departments, removed from actual decisions. You may think of them more as gatekeepers on properly filled out forms, credit checks, and other accounting records. Not so. These executives wield enormous … Read More