B2C marketing is very much bewitched by the spell of influencers; those media-savvy individuals who have cultivated their own personal brands and sizable audiences. Consumer-facing brands are clamouring to work with them, with aspirations of authentic messaging and effective audience response.
B2B, on the other hand, seems to be hesitant in using them. Why is this? Some brands are now leading the charge in effectively using influencers in the B2B space.