Influencers to increase B2B revenue and development

B2B marketers are beginning to target company influencers outside of the C-Suite as part of their strategic efforts to increase revenue opportunities and business development.

Businesses are looking towards lower level decision makers or people of influence within organisations in order to gain deeper insights into what the C-Suite is looking for.

A report by NetLine Corporation found 65% of lead generation campaigns excluded company influencers outside of the C-Suite, which is a significant missed opportunity.

Although senior leadership remains the priority for lead generation campaigns, organisations must take into account that senior leadership does not consume the same amount of content as other levels do and must consequently incorporate key company influencers as part of their overall strategy.

B2B strategies should still focus on the C-Suite as their primary target market, supported by an integrated approach in marketing towards lower level decision makers within an organisation as well.

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