Janine Wegner on Building Brand Thought Leadership With the Help of Influencers

Break Free B2B Series: Janine Wegner on Building Brand Thought Leadership With the Help of Influencers

Nick Nelson on Nov 26th, 2019     B2B Marketing, Influencer Marketing, Video Interviews

Influencer marketing is in a state of flux. In the past 10 days alone, I’ve seen suggestions that paid influencers are out, and that “influencer marketing — in the traditional sense — is in the midst of an irreversible fail from grace.”

Neither of these arguments is off the mark, per se, but they both frame the concept in outdated B2C-centric terms (the authors more or less acknowledge this with their qualifiers). No one can deny that the impact of hired celebrity influencers, transparently shilling products or services, is waning. It’s not an approach that builds trust or credibility.