influencer marketing

Influencer Programs Driving B2B & B2B2C Growth | Ep. 62

  • October 29, 2020

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.


Also, if you enjoy the show please do share it with your colleagues and remember to subscribe using whatever your favorite podcast platform is: iTunesStitcher Radio, or Spotify.

Listen on Google Play Music

Click here to listen to our previous episode with Heather Tenuto, Chief Revenue Officer at Zift Solutions, as he discusses A view of Channel Management from the front row.

Join the Discussion

Have something to add to this topic?

How does observation and listening propel insights and social selling? Listen in to the latest #ChannelEdge podcast as Michael Brito explains this and more.

Check it out here:

#newnarrative #socialselling #socialbusiness #datascience #podcast

Have you ever heard of the world’s first T-Shirt Bakery? Sure you have, its Johnny Cupcakes. Listen in to this week’s episode of the #ChannelEdge podcast as our guest @JohnnyCupcakes shares his #branding story with host @StevenKellam6


Meet January, Finance Lead.
We’ve introduced January as a part of our #dreamteam over on Facebook, check it out:
#employeespotlight #careers #bestworkplaces

The latest #ChannelEdge podcast features @GabrielCarrejo as he explains how he leverages social media to build relationships vs transactions and how that has benefitted him.
Check it out here:
#newnarrative #socialselling #socialbusiness #datascience

Inspiring presentation from @travisdutka at @360insights! 👏

How do we strategize to engage employees at a high growth firm and leverage technologies to help manage the workforce? It's worth us RETHINKING!🤔

@BDO_Canada #RethinkConference

Load More...

What do you believe is the channel’s biggest challenge today?

Upcoming Channel Events

Are we missing an event? Tell us about it.

Channel Partners
May 4-7, 2020
September 8-11, 2020
Channel Focus
Nov 17-19, 2020
360insights Relevance