Sources of influencers can be varied. Marketers traditionally target influencers that are easy to identify, such as press, industry analysts and high profile executives. For most B2C purchases, however, influencers might include people known to the purchaser and the retailer staff. In higher value B2B transactions the community of influencers may be wide and varied, and include consultants, government-backed regulators, financiers and user communities.
Forrester analyst Michael Speyer notes that, for small and medium-size business, "IT sales are influenced by many parties, including peers, consultants, bloggers, and technology resellers". He advises that "Vendors need to identify and characterize the influencers in their market. This requires a comprehensive influencer identification program and the establishment of criteria for ranking influencer impact on the decision process."
As well as a variety of influencer sources, influencers can play a variety of roles at different times in a decision process. This idea has been developed in Influencer Marketing by Brown & Hayes. They map out how and when particular types of influencer affect the decision process. This then enables marketers to selectively target influencers depending on their individual profile of influence.
Influencer roles through the decision process
The influence of bloggers and other social media users is a topic of much discussion. This is covered in depth in Paul Gillin’s The New Influencers. Brown & Hayes also cover the subject but are less convinced of the importance of the impact of social media, particularly in B2B settings.