6 Things B2B marketers need to know about influencers

Business-to-business (B2B) marketing campaigns often die before they ever launch. Why? Because marketers often target titles, roles and budget owners to influence sales. And that would be fine if marketing’s job was to sell. It’s not. Our goal is to grab someone’s attention and have them take action, by either clicking a link, downloading content or registering for a webinar. Simply targeting roles or titles doesn’t necessarily help us make that happen.