The Influence Advantage
Buyers stopped trusting brands. This is what comes next.
B2B buyers have quietly rewritten the rules. They make decisions in places you can’t track, guided by independent voices you don’t control — and they trust almost anyone before they trust a vendor.
The Influence Advantage is about what actually works in that world. Not louder marketing, not more content, not a bigger ad budget — but earning the backing of the analysts, operators, and creators your buyers already believe. It’s a field guide to building trust as a growth discipline, drawn from fifteen years of designing influence programs for companies like HPE, SAP Ariba, and PROS.
Attention can be bought. Standing has to be earned. This book is about how.
If your buyers are deciding without you — and they are — this is the playbook for getting back into the conversation, through the people they actually listen to.
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