B2B buyers are changing fast, and it’s time for ABM to realign with the new reality. Trust has been completely upended. Personal messages are now beating brand messages: two-thirds of B2B decision-makers trust an individual’s own content more than a company’s marketing materials, according to Edelman and LinkedIn’s 2025 research.

The result? Your ABM programme needs influencers and advocates, and it needs them now. In this session, we’ll explore the rapid evolution of trust taking place within buyers and buying groups, and provide practical solutions to deploy influencers and advocates at every stage of your ABM buying journey.

What will you learn?

• Why influencers and advocates are critical to engaging and convincing today’s B2B buyers
• The identities of the five different ‘Trust Champions’ that you need to work with to build influence
• How to utilise influencer techniques at every stage of the buyer journey
• Practical tips for identifying and working with influencers and advocates through strategic partnerships or relationships
• Top tips from brands at the cutting edge of influencer deployment, based on B2B Awards case studies

The key takeaway

• How to use influencers to take your ABM programmes to the next level.