Michel Brébion

Don't Sell. Influence!

Influence Marketing: Reinventing B2B Practices in the Age of Ultra Digital Competition. B2B digital marketing is at a critical turning point: despite massive investments in technology, companies are struggling more than ever to stand out. After a decade dominated by automation, content marketing, and SaaS solutions, companies are faced with a paradox: while tools have never been more sophisticated, differentiation has become difficult to achieve. This conference reveals an innovative approach: next-generation B2B influence marketing. Far beyond traditional digital "influencers," it proposes a profound transformation of B2B business practices, adapted to the challenges of 2025. During this conference, I will develop a holistic approach that reconciles "data" intelligence with a return to the fundamentals of commerce: trust, proximity, authenticity, and emotion. The conference highlights the limitations of strategies focused solely on lead generation and proposes an innovative model that reintegrates the neglected dimensions of influence, branding, and brand image through an in-depth analysis of the current market. Participants will discover how to: ● Map and influence new decision-making circles (an average of 6-10 decision-makers per project) ● Smartly leverage data to prepare responses to tenders ● Mobilize the entire company in a coherent influence approach ● Effectively integrate traditional channels (print, events) into digital strategies ● Achieve higher conversion rates through customer recommendations this conference, aimed at executives, marketing and sales directors, offers a concrete methodological framework for developing a differentiating presence in saturated markets. It relies on practical cases and quantitative data that demonstrate the effectiveness of the proposed approaches, such as the impact of prior awareness on commercial success or exceptional closing rates (up to 50%) achieved through influence and recommendation strategies. This conference paves the way for a more mature, more human, and more effective B2B marketing in a professional world marked by information overload and reduced attention spans. It is an indispensable resource for any company looking to stand out in a complex business environment. Target Audience ● B2B business leaders ● Marketing and sales directors ● Business strategy consultants ● Business development managers ● Digital marketing professionals seeking renewal Highlights ● An unprecedented analysis of the limitations of all-digital in B2B ● A concrete and applicable methodology ● Practical cases and quantitative data ● An approach that reconciles digital and traditional ● Proven solutions generating an average of +35% ROI in sales