The company describes B2B influencers as those with "credible expertise rooted in proven experience that contributes to professional opinion." B2B influencers are, for example, company founders, C-suite employees at brands, researchers, doctors, and academics. 67% of B2B influencer campaigns had more impact on the brands' marketing performance than brand-only campaignsAnd over three-quarters of marketers said they expected influencer marketing to outperform brand-only marketing in the near future. Traditionally, the lack of measurable outcomes in influencer marketing has been a hurdle in securing marketing budget increases, the Ogilvy study said. Many influencer-marketing campaigns are considered "awareness" campaigns, or campaigns that aim to spread the word about a certain brand.

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Persons: Ogilvy, Rahul Titus, they're, James Baldwin, Beth Saint, We're, influencers Organizations: EY, JPMorgan, Nokia, IBM, B2B, Ogilvy, YouTube, Facebook, LinkedIn