In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Archana Dhankar to discuss all things influencer marketing in B2B.  There’s no denying the differences between B2B and B2C marketing. However, it’s all too easy to have a closed mindset as to what could work for your business. Influencer marketing has made waves in B2C as a viable and effective strategy, but B2B has yet to understand and embrace how influencer marketing could work for them. Influencer marketing for businesses has significantly more potential than previously thought, so in what ways can businesses embrace this strategy? Archana Dhankar is the Senior Director, Global Demand Generation at Sutherland, and she has a marketing career spanning 18+ years. Throughout her career, she has managed and led successful campaigns internationally and for a wide range of industries. Prior to joining Sutherland last year, she previously worked for EDB as Director Marketing, EMEA & Global Social Media as well as for Aspire as Global Marketing Director. She has extensive experience researching influencer marketing, and is an influencer herself, having written and managed several blogs including allthatclicks.com and fashionforroyals.com. You can find Archana Dhankar on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.