Influencing Influencers—a Modern Approach to Building The Corporate Brand

Joe Garber

VP, Influencer Marketing at Micro Focus

Learning Objectives

With marketing budgets tighter than perhaps ever before, and a strong need to drive awareness in an increasingly complex marketplace, organizations must adapt their approach to building their brand. Learn how one of the world’s largest enterprise software vendors is pivoting its strategy to focus on influencers as a cost-effective approach to brand development.

Key Takeaways:

  • The old-fashioned approach to building brand with paid media is evolving in today's business reality

  • Focusing on a finite number of key influencers can help you build credibility faster, at less cost

  • An integrated awareness program that combines PR, social media, digital, and AR is the backbone of a contemporary approach