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Influencer Programs Driving B2B & B2B2C Growth | Larry Walsh EP. 62

Influencers like Kim Kardashian, The Rock, and Taylor Swift have had a profound impact on consumer buying behavior. This phenomenon isn’t new, and it impacts how consumers spend billions of dollars.  Does the same thing exist in the B2B world? This week’s episode of Channel Edge discusses influencer and their role in both B2B and B2C. Larry Walsh, CEO and Chief Analyst at The 2112 Group, rejoins Channel Edge to discuss some recent research his organization has done around influencers and his unique take on the subject. Listen in as Larry shares why influencers are important and why we shouldn’t ignore them. Influencers come in many forms and operate at many levels. Your host Steven Kellam and Larry Walsh discuss essential topics like rewarding influencers and building programs to support them. Larry believes influencers have been in B2B all along and we’re just now starting to pay the proper attention to them. He discusses how he sees companies institutionalizing and monetizing influence. We spend inordinate amounts of time developing channel programs. We need to start giving time to referrals and influencers. Larry and Steven discuss why and offer a place to start.




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Click here to listen to our previous episode with Heather Tenuto, Chief Revenue Officer at Zift Solutions, as he discusses A view of Channel Management from the front row.

About the Author

Steven Kellam Senior Vice President, Marketing and Alliances Steven is a respected leader in channel incentives and marketing with a comprehensive end-to-end understanding of what it takes for brands to succeed selling through complex sales channels. He has over twenty years of executive management experience combining leadership, vision and execution applied to sales, marketing, business development and operations. At 360insights, Steven drives growth through alliance building, thought leadership marketing and collaboration with the sales team. Steven is a strong strategic leader with a passion for growth and operations excellence. Prior to joining 360insights Steven served as President of CCI (now E2Open’s incentive business). At CCI, Steven led efforts to form alliances across the channel software market, grew its MDF and co-op advertising business, and expanded its solutions offering across its product suite to include rebates, sales incentives and APIs to support strategic partnerships. Steven studied Economics and Marketing at Virginia Commonwealth University and Hampden-Sydney College, respectively. Steven lives in San Francisco and is a competitive athlete, participating in triathlons and open water swims including the Escape from Alcatraz, Golden Gate Bridge and the Kona Ironman in Hawaii.

Profile Photo of Steven Kellam