Growing up, my dad taught me many valuable lessons. One of these is relevant to demand generation:
He stated, “Choose your friends carefully because whether you like it or not, you will be judged by the company you keep .”
Although he didn’t realize it at the time, he explained that a cognitive bias known as the halo effect was behind his decision.
What is the Halo Effect?
Wikipedia states that the halo effect refers to a type of immediate judgment discrepancy or cognitive bias in which a person makes an initial assessment about another person, place, or thing based on ambiguous information.
How it works
The halo effect works this way: Helping thought leaders and subject matter specialists build their platforms and influence will help you grow your authority and platform.
You can grow your audience by helping other influential people grow theirs.
MarketingSherpa’s case study ” How To Impress Conservative Fortune 100 Business Prospects By Allying With Academia” demonstrates how the halo effect can be applied in practice.
This case study shows how Steelwedge, a “previously little-known software company,” became a respected and loved brand in just a few years. Fortune 100 companies quickly picked it up.
How?
They formed alliances with professors from America’s heartland.
How can you be on the radar of industry leaders and experts?
The Influencer Alliance Journey Map
Below is an example of how conversations with influential people can lead to alliances and progress.
It’s a series of touches that you’ll notice over time.
It is intentional. This is more than just asking. Lead nurturing adds value just like you do with prospects.
The Halo Effect Is Everywhere in B2B
This idea is already part of large consulting firms’ demand generation and account-based marketing strategies.
The halo effect is evident in places such as Harvard Business Review, where business executives often collaborate with professors or sponsors on research projects.
These experts could be a source for podcast guests, speakers, or webinar presenters.
While you can share the event’s marketing and co-market it, you will need to do the work more often than not.
You may also have the opportunity to publish articles and other materials from these experts on your blog, website, or in an e-newsletter. You’ll soon gain some of their credibility.