When most people hear the word "influencer," they picture someone with millions of followers, a ring light, and big name brand deals. Nowadays, however, that kind of influencing is not the only path anymore. More and more, micro influencers are the ones changing the game and brands are paying close attention to this.

For decades, marketing professionals operated inside a clean binary. Business-to-consumer (B2C) brands competed on emotion, speed, and desire. Business-to-business (B2B) brands competed on logic, trust, and ROI. The channels were different, the timelines were different, and the people doing the buying were thought to leave their consumer instincts at the office door.