Marketers must aim for the right influencers

07/25/2013 | ZDNet

Marketing products or events by focusing on people who heavily influence an industry segment can yield big successes, but only if the campaign has a handle on its metrics. Companies should link influencers to business goals such as leads or improved sales and avoid selecting influencers solely on general social media popularity, writes analyst Michael Krigsman, based on an interview with SAP Chief Marketing Officer Jonathan Becher.

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