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For a corporate buyer, life can be tough. There are usually many options. And, if there's a bad purchasing decision, it could be a career killer.
So what do these folks do? Of course, they engage in lots of research -- which often means relying on influencers.
Funny enough, it's a good bet that vendors don't know who these vendors are (or, at least haven't conducted a decent amount of research on it).
Well, according to Duncan Brown and Nick Hayes, this can be a big mistake. In fact, they think that "influencer marketing" is going to be critical for B2B selling (keep in mind that, according to a 2007 Brandchannel survey, four out of the five top global brands did not engage in any advertising).
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