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Of course, these influencers have always existed. However it's the recognition of their influence, and the need to address them directly as part of your marketing outreach, that is new.
Most likely your organization is targeting some individuals within these categories more than they deserve, and others far too little.
Though how can you tell?
'Influencer Marketing' is the next serious book in the tradition of The Tipping Point (Gladwell), The Influentials (Berry and Keller) and Purple Cow (Godin).
The book demonstrates clearly, authoritatively and with numerous real examples Seth Godin's widely accepted view that it's 'useless to advertise to anyone except connectors with influence'.
It's written by a team presently advising a raft of the world's leading companies, in Europe, the US and AsiaPac, about influencer marketing in the real world - so it is rigorous, practical and applicable.
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The White Papers contain the very best of our thinking, our Case Studies showcase how industry leading names have adopted Influencer Marketing, our Podcasts are short, to the point and entertaining and our Videos are, well, videos.
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Every quarter we issue a new online newsletter featuring four commentary columns, each covering a different aspect of Marketing to Sales Influencers.
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