Surviving the influencer marketing gold rush: 6 lessons from B2B tech marketers
Influencer marketing has become top of mind for every CMO. But while the road to success seems clearly paved for consumer-facing brands, many B2B organizations are struggling to formulate a framework to adopt influencer marketing in a meaningful way.
Since I wrote Return on Influence in 2012, the practice of influencer marketing has evolved significantly.
Many of the early adopters from five years ago having grown into mature, sophisticated influencer marketing programs.
B2B marketing is at a crossroads