If there was one thing 2020 showed us in the B2B marketing world, it was the growing importance of influence in all aspects of the customer lifecycle from awareness to advocacy. People want to connect with other people, not some faceless brand.
The good news is that smart B2B marketers are putting a face to their brands through employee advocacy programs and building the visibility and influence of their key executives. But how should B2B brands approach the task of growing their brandfluence? At TopRank Marketing we deal in the business of influence and content in the B2B marketing world every day and here are 3 key trends we’re seeing drive an increase in focus on building executive influence: