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The reason people say, "it's not what you know, it's who you know" is that human relationships are essential for getting things done. P
Your definition to Influence Marketing...!
This is a bit of an over-simplification when it comes to influencers and marketing. Identification of the influencer is an extremely difficult task, but getting the influencer to influence for you and your business...ahhh...that may friends is the "Holy Grail".