Who Do Your Buyers Trust? The Intersection of Influencers and Advocates
While B2B buyers have long looked to trusted sources to learn about new solutions, social media has made it much easier for buyers to connect directly with their peers and colleagues with prior knowledge of your solution. Through this, an entirely new type of influencer has emerged: the advocate.
If you’ve ever acquired a new customer through a positive referral, you know the power that an advocate wields. They reach smaller audiences than an advertising campaign, but with far more trust and authenticity. But even if marketers were able to harness this positive sentiment – which can be challenging – what does that mean for category influencers including analysts, bloggers and pundits? Which channel can deliver the right message to the right audience to help them discover your solutions?
For answers to these questions and more, please join Zachary Reiss-Davis, Forrester analyst and expert in influencer and community marketing, and Mark Organ, CEO of Influitive. They’ll dig into groundbreaking new research that demystifies life at the intersection of influencer and advocate marketing and detail the tradeoffs of each approach.