Sophisticated B2B marketers understand that the effectiveness of a given strategy or set of tactics is tied to goals.
This year demonstrated an explosion of interest in influencer marketing bringing with it a sharp increase in attention as well as implementation successes and failures. The mixed bag of advice for any shiny new object of marketing attention like working with influencers brings uncertainties, especially with rapid innovation, increased competition and self serving “influencer marketing experts” popping up on every digital corner. As long time influencer content marketing practitioners , my team at TopRank Marketing has to anticipate the key questions marketers have around influencer marketing.