As much as we’d like to think we’re impartial buyers, everyone’s influenced by someone. When it comes to big-ticket purchases, it’s even more true. B2B buyers like to think they make decisions based on research and data. But they may be the group most influenced during the buying process. It that’s the case, how can companies make an intentional effort to collaborate with the right influencers in a way that’s genuine and believable to their buyers?