Professional Communities of Influence are a Winning B2B Growth Strategy
by Laura Patterson
B2B marketing and sales can be challenging due to competitors, the economy, and supplier management processes, to name just a few contributing factors. The ability to influence key decision-makers can often determine whether a company thrives or struggles. For businesses looking to establish credibility, enter new markets , or build meaningful, long-term relationships with high-value accounts , gaining support from your peers and other trusted members in your networks can be a game- changing strategy . People often forget to include these relationships when leveraging a center of influence (COI) strategy. In this article, we’ll broaden the concept and show how it can be leveraged for success. Expand Centers of Influence to See Profitable Results In the context of B2B strategy, a COI typically refers to an individual, community, or organization that can sway the decision-making of others, especially within a specific industry or niche. These influencers are trusted for their expertise, experience, and insights, making their recommendations highly credible to potential buyers. Unlike traditional influencers in the consumer world, where popularity drives influence, B2B COIs carry weight because of their authority and established relationships.
Traditionally, COIs are thought of as industry experts, including analysts or strategic partners, who are widely respected for their knowledge and thought leadership so they have sway with decision-makers. Using this definition allows us to expand the concept to include communities and networks. What makes these different is they are comprised of peers who have relationships with or the ability to access your target customers and vice versa. In this way, peer networks expand COIs to communities of influence. Platforms like LinkedIn, professional associations like the National Speakers Association or the Institute for the Study of Business Markets (ISBM), and networks like LeadHERship Global are examples of communities of influence. Members in these communities can provide access to decision-makers, opportunities for thought leadership, and visibility among peers.
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