Influencer Map
Stage 2 · Customer understanding
Influencer Map
An Influencer Map shows everyone who shapes a purchase, from users and specifiers to consultants, the channel and peers, and how much each one matters. It tells you who your messages and touchpoints need to reach.
Questions it answers
1Who influences the decision, beyond the buyer?
2Where do they get their information?
3Who should we reach first?
How it works
The steps teams follow in our programs and projects.
Step 1
List influencers
Users, specifiers, consultants, channel and peers.
Step 2
Rate influence
How much each affects the decision.
Step 3
Find channels
Where each gets information.
Step 4
Plan touchpoints
Who to reach, how and when.
What you get
The output
A map of influencers with their weight and preferred channels.
Where AI helps
Where judgment decides
Finds public signals of who influences buyers in a market.
Knows the relationships and who really carries weight.
From our client work
How clients apply it
Paraphrased and anonymized from recent programs and engagements.
Application 1
A crop nutrition launch team mapped sources of influence on growers: their own trials and demo plots, independent consultants, the channel and other growers.
Application 2
A medtech startup mapped every role in a hospital decision, from the surgeon to the operating room staff and purchasing.
Point of view
Seen in the market
All points of view →Recent Market Edge points of view that apply this tool.
Linked tools
The output of one tool becomes the input to the next.
Builds on
Where it's used
Academy program
Market Activation & Campaigns
See dates →Expertise
Strategic Marketing & Growth
Explore →Expertise
Sales Excellence & Key Account Management
Explore →Problem it solves
Big customers, not key accounts
Read more →Problem it solves
Launches that underperform
Read more →Situation
Pricing a new product launch
How we help →Questions about Influencer Map
Is an influencer map the same as a stakeholder map?
Similar. An influencer map focuses on who shapes a purchase decision and how to reach them.
Who builds it?
Marketing and sales together; sales usually knows the relationships best.
Other tools in stage 2: Needs-based segmentation · Critical Purchase Criteria · Customer Journey Map · Influencer Map · Targeting tool
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