Why does it matter?
Bigger influencer budgets would show B2B buyers seeking trusted outside validation alongside AI-generated research.
Direct quote
Seventy-five percent of B2B enterprises will increase budgets for influencer relations. As buying networks expand and buying groups increasingly rely on external influencers -- analysts, subject matter experts, and luminaries -- for fact-based insights, marketing leaders will elevate influencer relations from a tactical PR extension to a strategic growth lever.
Forrester