Overcoming the B2B sales/marketing chasm with Influencer Mapping

Gilmar Wendt, principal, GW+Co, introduces Influencer Mapping, a framework that helps align the sales and marketing functions, giving each more visibility on each other’s strategic goals and decisions, so that more of them may be shared.

In B2B, a purchase can run to hundreds of thousands of pounds, if not more, for a contract. It’s an integral, long-term commitment from a company and a much bigger ticket than the impulse purchasing of FMCG. Trust is absolutely key: purchasers needs to be confident the supplier is going to be around for the long term as a supportive partner. B2B marketing needs to communicate value to multiple stakeholders throughout a long and complex buying process.

There are many people who influence decisions in the buying cycle, and the person you are selling to is not necessarily the person...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands