When most people think "influencers," they think about celebrities (and pseudo-celebrities) with enormous social audiences. But as marketers, if we continue to only develop our influencer strategies around those big-name Instagrammers and YouTubers, we're likely to pile up huge costs with little to show for it. And pretty soon the entire practice will be seen as a fad and it will be folded back into social media or PR as merely an occasional campaign tactic.

The problem starts with the very way we think about and categorize our influencer programs. Let's start with the term "influencers." For B2B marketers, in particular, it's the wrong way to view and talk about our target partners. Reframe it as "people with influence" and you're heading in the right direction.

In this thought-provoking presentation, you'll learn how to reframe how you think about influencers and a solution for everyone to win moving forward. At the end, you'll understand...

• The current opportunities and problems with the influencer marketing landscape
• A more strategic marketing perspective to filter influencer thinking through
• How to approach influence—not just influencers—in meaningful ways for your brand