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One of the big issues for everyone in this space is measurement and Traackr allowed me to confront this issue head-on. It’s HARD establishing the value in a B2B setting since the sales cycle can be long, the decisions owned by different people on a purchasing team and other complications. And yet, progress is being made in this area.
Do we aim for ROI? Yes. But that measurement may not always be accessible, especially in the short-term. The report looks at six different measurement alternatives.Maybe it’s not “marketing”
The best companies are managing influencer relations in the same style as they would analysts or members of the press. Some of the experts I interviewed said we should not event call the practice influencer marketing any more, recognizing that the passionate experts in a field cannot be a marketing mouthpiece for a brand. The field is evolving to a more sophisticated level of engagement.
The report contains some fascinating examples of the cultural transition needed to effectively make this change....
Mark Schaefer's new White Paper highlights the current state of B2B influencer marketing and includes six transformative industry trends. It's a free download and a must read for PR and marketing pros.