When your customers are conducting research they are not just reading vendor content. They look for endorsements and referrals from informed 3rd parties.
Influencer marketing: Influencers are industry analytsts, thought leaders, popular bloggers or journalists, authors, speakers, consultants or analysts who are considered trusted sources to your target audience because of the reputation they have built for themselves within their industry.
Advocate marketing: Advocates are your most vocal evangelists who are already big fans of what you do. Thanks to their first-hand experience working with you, they’re your best references and they often send plenty of strong referral leads your way. This includes your clients and employees. It is important to understand that your advocates play a significant role in the impressing influencers.