Two interesting papers were published this week on the subject of ‘Understanding the Influencer Market’. Both are fairly technical breakdowns involving topics like market segmentation, product / market fit and influencer / deployment maps. Very logical and makes plenty of sense. A way better intro to the world of B2B influencers than the ‘social influence’ peddlers.
Paper 1 is titled ‘Taking a Marketing Approach’ and Paper 2 ‘Selecting Industry Analysts’, written by my good friend Richard East at ActiveInfluence in the UK. Richard used to co-run in-house analyst relations at IBM’s EMEA Software Group so what he writes is well worth a read. Available for download at: