Trust Issues: Why B2B Marketers Are Getting Influence Wrong (+ launching 'B2B Matrix of Influence')
Автор: Joel Harrison B2B
Загружено: 2026-02-10
Просмотров: 35
Описание:
Thought leader. Influencer. Advocate. These terms get thrown around constantly in B2B marketing — but do we actually know what they mean?
Join Joel Harrison and Katy Howell (Immediate Future) as they unpack the confusion surrounding influence in B2B. Drawing on analysis of over 1,000 campaign entries from the B2B Marketing Awards, Joel reveals how brands are deploying — and underdeploying — different types of trusted voices. We'll explore:
Why terminology in this space is so confused (and who benefits from keeping it that way)
What the data tells us about how B2B brands are really using thought leaders, influencers and advocates
A new framework — The B2B Matrix of Influence — to bring clarity to your campaigns
Practical guidance on who to work with, when, and how
Whether you're building awareness, driving pipeline or strengthening customer loyalty, this session will help you think more clearly about the individuals who can make or break trust in your brand.
To download The B2B Matrix of Influence, go to https://www.joelharrisonb2b.com/resou...
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