Who Is An Influencer In B2B Marketing?
B2B marketing is a far more complex affair as compared to B2C marketing. In B2C marketing marketers attempt to mass market a product. They will list out some general attributes that need to be communicated to the masses and the best way to do so. B2B marketing involves interaction with a whole host of individuals before the sale is made. The product needs to be sold on a technical, functional and value for money standpoint. The buyer will be a team of individuals of each of the competency evaluate a vendor differently. The team might have a technical expert who will probably compare one product with the other based on its technical specifications. A potential user of the product will also be on the team to gauge the easy of usage. The influencer is not the user of the product. He will probably be a technical expert who advises the key decision maker about the buying decision.
