Episode 36: On a Mission to Build B2B Influencer Status with Tom Augenthaler

By Kelly Barner | October 20, 2021

The notion of being an influencer – or having ‘influencer status’ – is very appealing in a world where many people feel that they are fighting to be heard or to make a difference. But that status, conferred by others beyond our control, can be elusive. Sometimes, the harder we pursue it, the further away it feels.

In this episode of The Sourcing Hero podcast, Host Kelly Barner is joined by Tom Augenthaler. Tom is on a mission – a mission to apply the influencer marketing model that we’ve all become familiar with on the B2C side to B2B companies.

He helps B2B SaaS companies build brand affinity and nurture demand by engaging influencers who can impact the decision-making of their buyers. This requires him to understand the marketing needs of companies, identify influencers suited to their target customer, and bring everyone together in one consolidated program.


In this conversation, Tom shares his expert opinion on a number of questions related to B2B influence:

  • What makes the most influential influencers effective?
  • What are the most common roadblocks or distractions that prevent someone actively pursuing influencer status from achieving their goal?
  • How can we extend the idea of external social media-based influence into dynamics and best practices that apply inside of companies?


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