In an in-depth conversation with influencer marketing software platform Onalytica’s CEO Tim Williams, digital analyst Brian Solis discussed the value of the influencer relationship in brand building.

“Any time a brand wants to partner with an influencer, what they have to think about is what’s the value that they’re bringing to that influence,” Solis said. “Because essentially, beyond just paying them to be an influencer, they’re drafting/borrowing their social capital. And that social capital is earned.”

Solis added, “I think B2B influencer marketing is probably one of the fastest growing productive segments…I call it ‘Influence 2.0’ because it is this idea beyond just amplification.”