This course will cover the shift in purchasing behaviour which has contributed to the rise of influencer marketing within B2B and how marketing leaders can positively start to test influencer campaigns as part of their wider strategies. Important topics will include: Defining the role of influencer marketing in B2B and how to implement into wider media strategy Developing an approach to effectively engaging influencers Creating strong content which aligns with your marketing goals Maximising the impact of influencer campaigns Measuring the success of campaigns and how this contributes towards wider marketing goals Evolving your influencer test into a longer term strategy Engaging internal influencers (your executives, employees, and subject-matter experts) alongside external ones