This guide focuses exclusively on B2B, not B2C, customer decision-making. If your organisation sells into business customers, you'll need to know how they're making those decisions these days. [...]

How is B2B enterprise buying changing post-pandemic? And how will it affect what influences the buying decision?

There’s no point knowing who your top market influencers are if you’re not going to then try and engage with them. This paper offers a guide to the Engagement Outreach stage. How is Influencer [...]

Can influencers be easily differentiated by the audience they impact - a buying audience, a community audience or a brand audience? If so, how much influencer overlap is there between those three [...]

The ability to know in advance who’ll be deciding your fate offers a critical advantage - the ability to tailor your pitch accordingly and focus on only those most important to you. That [...]

Marketing depts. aren’t set up to map onto the buyers’ decision journey, they’re increasingly set up to report back impressive stats. Stats have become the primary goal, not sales. With this in [...]

It’s all about Measurement. Marketing needs to deliver predictable, ever-improving, results - so it goes after targets it can rely on. Real-world influencers aren’t predictable like that. So how [...]

The answer is to go back to basics. And think about how real-world influencers really impact your buyer's decision journey. Over the past three years the very concept of market influencers has [...]

Influencer Marketing has been taken over by uber-cool Instagrammers. 73% of all posts on Influencer Marketing are about social influencers. It's B2C-focused. So what should B2B companies do now?

Perhaps the single biggest factor in marketing depts. not knowing who influences their prospective customers is that the two parties are rarely allowed to meet and discuss.The end-result is that [...]

Whichever figures you believe, social spending by B2B marketing depts. is clearly on the rise. But of all the objectives social outreach can help achieve, there appears to be no proof that [...]

Three-quarters of B2B industry marketing heads rate their sector’s main online & offline forums and communities as ‘very important' in influencing their prospects, yet only one-quarter are [...]

‘No decision’ is now the single largest barrier to sales for B2B vendors. For an Influencer Identification program, what is the cost of inaction, making ‘no decision’ or putting the idea on the [...]

Why Social Media Influencers appeared to be big news in 2012 – and why for most companies they’re completely irrelevant. Most likely for yours too.

This Paper discusses the following premise: That the ratio of Offline to Online Influence in the majority of B2B markets is directly proportional to the perceived ticket price of the product or [...]

This Paper discusses the following premise: With all the recent online coverage of Online Influence it would be easy to believe that the world of influence – who’s influential, who’s being [...]

This Paper discusses the following premise: When the money returns to company budgets, it won’t be poured back into traditional Marketing departments. It will instead go into three areas – Sales [...]

This Paper discusses the recent upsurge of interest in social media measurement tools. Are they really measuring online influence as some vendors claim, or are they just measuring online noise – [...]