Borrowed Trust

Borrowed Trust: The System Behind Influencer Impact explains influencer marketing as a trust-transfer system embedded in the modern marketing funnel, from awareness through post-sale retention. Written for marketing professionals and students who want clarity beyond tactics, it gives step-by-step guidance to make decisions that actually move the business.

Too many books treat influencer marketing as a set of disconnected trends. This book breaks that approach and gives you a system you can use immediately.

You'll learn how to:

• Map influencer marketing to every stage of the funnel, from brand awareness to retention
• Make strategic choices before building a campaign, including brand alignment, creative fit, and measuring the right outcomes
• Choose the right platforms, from short-form video to niche communities and emerging audio or gaming spaces
• Identify and select the right influencers, including B2B, long-term partners, and affiliate programs
• Run campaigns effectively, from outreach and agreements to paid vs organic strategies
• Track and optimize success with practical KPIs for each stage of the funnel
• Use tools and software, including sourcing platforms and automation, to scale campaigns without losing control
• Take the long view, integrating influencer marketing into a sustainable growth strategy

Each chapter combines real-world cases with actionable frameworks. This book gives you tools you can use immediately and frameworks to guide your decisions as your marketing strategy grows.