IDM event focuses on B2B influencer marketing

A The Institute of Direct Marketing product story

Edited by the Marketingweek Marketplace editorial team Oct 9, 2009

The Institute of Direct Marketing (IDM) is to host a knowledge and networking event, entitled 'Identifying and Leveraging Your B2B Influencers in a Web 2.0 World' on 22 October.

The event, sponsored by Cyance, is said to be the direct result of delegate feedback from the IDM's B2B Marketing Conference.

The speakers at the event are Duncan Brown, managing director of Influencer50, and client Lisa Hutt, EMEA programmes director at Salesforce.com.

They will explore how to identify the key influencers involved in B2B buying decisions; how best to engage with them, get them on-side and leverage their authority.

Using real-world influencer marketing examples that show demonstrable impact on the business, they will reveal: why B2B professionals should engage with market influencers; where influencers can be found; practical ways to enhance existing influencer relationships; the key influencer marketing tools and their application; and how to improve B2B lead generation and retention rates.