Gaining Leverage Through Influencers

The b-to-b influencer landscape is evolving rapidly – with more individuals expressing opinions in more channels than ever before, and yet many communications teams are operating from a traditional mindset that lavishes attention on a few industry analysts or business journalists at the expense of many other potentially powerful voices. Vendors have also become publishers in their own right, and are busily creating more and more content for their own web sites and channels – missing a chance to gain greater reach and impact by bringing those same messages to market through influencers.