Orchestrating Influence: Building the Right Mix of Voices, Channels, and Trust in Influencer Marketing

Every brand has an influence mix—the combination of voices that shape how buyers discover, evaluate, and trust you. It includes analysts, executives, customers, creators, journalists, and internal experts. Most companies manage these voices in silos. Influence orchestration is about coordinating them intentionally.

Buyers don’t form opinions from a single piece of content or from seeing one brand message—their opinions are shaped by many sources, often simultaneously. And as AI reshapes how information surfaces online, visibility is increasingly tied to credibility—not just reach. Ashley Zeckman will share what influence orchestration looks like in practice and how to build a more connected strategy across content, analyst relations, thought leadership, social, and advocacy.

In Ashley’s session, you’ll learn:

• A broader definition of influence that extends well beyond traditional influencer marketing
• How analysts, executives, customers, and subject matter experts all shape buyer perception—and why that matters for your strategy
• A framework for coordinating your influence mix to stop managing voices and channels in silos and start building a connected approach across content, thought leadership, analyst relations, social, and advocacy

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