In this podcast episode, Steve Miller and David Mayo Loomis discuss the role of influencer marketing in the B2B sector. They highlight that influencer marketing, traditionally associated with B2C, has always existed in B2B in forms such as lead users and keystone accounts. They discuss the rise of individual influencers in B2B, who gain recognition through platforms like YouTube. They suggest strategies for incorporating influencers into B2B marketing efforts, including finding power users, connecting with reviewers, and targeting key companies. They also discuss the utility of LinkedIn and software tools like Tracker and Upfluence for B2B influencer marketing.

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