Influencers like Kim Kardashian, The Rock, and Taylor Swift have had a profound impact on consumer buying behavior. This phenomenon isn’t new, and it impacts how consumers spend billions of dollars.  Does the same thing exist in the B2B world? This week’s episode of Channel Edge discusses influencer and their role in both B2B and B2C. 

Larry Walsh, CEO and Chief Analyst at The 2112 Group, rejoins Channel Edge to discuss some recent research his organization has done around influencers and his unique take on the subject. Listen in as Larry shares why influencers are important and why we shouldn’t ignore them.

Influencers come in many forms and operate at many levels. Your host Steven Kellam and Larry Walsh discuss essential topics like rewarding influencers and building programs to support them. Larry believes influencers have been in B2B all along and we’re just now starting to pay the proper attention to them. He discusses how he sees companies institutionalizing and monetizing influence.

We spend inordinate amounts of time developing channel programs. We need to start giving time to referrals and influencers. Larry and Steven discuss why and offer a place to start.