Word of the week: Influencer marketing
Influencer marketing is a marketing strategy in which a company targets individuals or organizations who hold influence or authority over the end user or buyer. B2C companies have long used influencer marketing, sponsoring celebrities and high profile individuals with large social followings. This marketing strategy is quickly on the rise amongst B2B marketers as well. For example, brands hoping to reach CFOs at Fortune 500 companies might target senior financial analysts or even executive assistants who in turn can champion the brand’s product or service to the CFO with final purchasing ability. Influencer marketing recognizes that building an audience and goodwill with individuals whose opinions are valued and respected among the buying audience can add third party validation and credibility.