Most AR functions recognize that the realm of individuals that influence their buyers has expanded beyond traditional analysts and journalists. We've identified four classes of influencers that organizations need to engage with, both inside and outside the company, throughout the buying cycle.
Having a wider influencer universe can help get your message out and reaching a larger range of prospects, but remember that due to the nature of social media, the credibility and influence of individuals can change rapidly.
Jonathan Block is Vice President and Practice Director, Technology, at SiriusDecisions. He has developed key models and frameworks that enable b-to-b organizations to understand, evaluate and implement appropriate marketing and sales technologies, as well as advised executive clients on the role of technology to help drive sales and marketing integration and enterprise alignment. Follow Jonathan on Twitter @jblock.