With so many information resources at their disposal, buyers are in a state of content shock and they’re increasingly turning to peers and trusted experts for help. Unfortunately, when 84% of B2B buyers and 92% of consumers rely on recommendations from people they know to make purchasing decisions, traditional sales and marketing tactics start to become less and less effective.

For marketers, finding individuals such as influencers or advocates, who can help move the needle and gain buyers’ trust on your behalf, makes a lot of sense. Often these influencers and advocates can engage your potential customers in ways marketers and salespeople cannot.

In this eBook, you’ll learn:

• How to determine which is right for you: influencers or advocates (or both)
• Important dos and don’ts that can make or break your engagement strategy
• Best practices for building your own influencer or advocate marketing program
• Case studies: How brands use influencers and advocates to drive engagement