Beware the Growth of Influencer Factories

influence marketingPublished May 5, 2014 by Influence Marketing

Once the domain of B2C companies, influence marketing is quickly being adopted by B2B firms.  SAP’s Chief Marketing Officer, Jonathan Becher, reiterates the importance of digital influence as “a significant mechanism to identify and engage potential customers for his business.”

Specifically, SAP is looking at the potential to shorten the B2B sales cycle using  influence marketing strategies because individuals exchanging experiences across social media has essentially redistributed “purchasing influence.”  It’s less about amplification of brand messages and more about identifying decision-makers in the purchase cycle in order to prep them for the sales call.

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