Duncan Brown defines influencers

BarbaraInfluencer identification, Influencer marketing

Looking for a useful definition of “influencer” within the context of influencer marketing? Duncan gives a great run down in a B2B Marketing Online feature on influencer marketing by Meg de Jong, acting deputy editor: “Duncan Brown, European managing director at specialist company Influencer50, points out that in terms of B2B marketing, marketers will be specifically interested in those individuals … Read More

Influencer marketing from a sales POV

BarbaraInfluencer marketing, Sales performance

Bernie Reilly, head of Influencer50 in Australia, has built several high-performance sales channels in Asia Pacific. Here, he shares a candid account of his reaction to influencer marketing. This is a reprint of his article in ‘The Influencer’: Q3’09’. Register here for alerts on future issues. I am new to the world of Influencer Marketing having joined Influencer50 just three … Read More

Aiming influencers at sales objections

BarbaraInfluencer engagement, Influencer identification, influencer program, Sales performance

An influencer program can be a powerful asset in countering sales objections. Here are a few well-proven tips from our collection of case studies: 1. Compile and prioritize specific sales objections. Don’t accept generalities at the outset. You can generalize later. Start with clear, articulate objections. Get a good sense of frequency, too. 2. Identify external influencers who have both … Read More

What’s the corporate business value of AR?

BarbaraAnalyst relations, influence, Measurement, Sales performance

Forrester Research’s Kevin Lucas raises a good question: what core corporate business value can your analyst relations program deliver? His point is that AR programs shouldn’t commit to delivering sales value unless there’s good reason to do so. As logical as that advice may sound, I don’t agree with it. Analyst relations programs can be designed to deliver on a … Read More