Best Practice Report

Bridging The Divide: Influencer Relations And Marketing Campaigns

January 1st, 2018

Summary

To ensure that influencers are included in B2B campaigns, influencer relations must participate in the campaign implementation process. However, influencer relations and marketing campaigns teams have cultural differences that must be negotiated. Influencer relations is a long-term, continuous process focused on building relationships with key individuals and firms to influence their points of view and generate positive coverage over time. Campaigns teams, on the other hand, expect to execute a series of tightly integrated tactics on a predetermined schedule, and are hesitant to commit to activities that can’t be placed within a timeframe and tied to specific campaign goals. In this report, we look at how influencer relations can effectively participate in each step of the campaign implementation process to bring the full range of influencer value into marketing campaigns.

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