How to win at B2B influencer marketing

It’s not surprising to see that influencer marketing is gaining traction with business-to-business (B2B) marketers. People at work want to hear more about the products and solutions that can help them — not necessarily from brands themselves, but from credible voices of independent analysts, bloggers, commentators, industry leaders and peers they trust. In other words, influencers.
With B2B marketing generally moving away from “let’s target” to “let’s educate, engage and enrich” our audiences, influencer marketing, done right, can help build real brand preference over the relatively longer B2B sales cycle.