Best Practice Report

Product Launch: Influencer Relations’ Role

January 1st, 2018


Poor interlock between product marketing and influencer relations often limits the impact of influencers during product launch. Influencer relations can provide vital feedback on launch messaging, ensuring that it incorporates an audience-centric view of the market. Best-in-class product launches leverage influencer-generated content for every stage of the buyer’s journey.

B2B influencer relations professionals help product managers and portfolio marketers avoid costly mistakes during the product launch process by providing an externally oriented view of market trends and audience communication requirements. They also engage influencers who can play a leading role in creating awareness, enhancing message credibility and driving demand. In this report, we outline the powerful role that the influencer relations function can play when its activities are fully integrated into all phases of the product launch process.

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