Influencer marketing has become an area of strategic importance for marketing departments, according to a white paper Traackr published Thursday. B2B technology companies are aware of the trend, according to the paper's coauthor, business consultant Mark Schaefer, but they lag in implementing influencer marketing programs. Interviews with 10 marketing experts -- including some who built influencer marketing programs at Microsoft, IBM and Samsung -- suggest that influencer marketing requires a fundamental shift in the marketing department.