What is influencer relationship management?

Ever heard of customer relationship management or CRM? Influencer relationship management, or IRM, is a similar strategy. Read below to learn more about the difference between CRM and IRM.

Influencer Relationship Management, or IRM, is an influencer marketing strategy that is a derivative of Customer Relationship Management, or CRM, which is for managing interactions with customers. IRM helps brands build strategic relationships with influencers in order to execute a successful influencer marketing campaign.

A good IRM strategy focuses on building genuine and collaborative relationships with key influencers to create high-quality branded content. Without a good IRM strategy, brands can potentially ruin relationships with influencers, resulting in ineffective influencer marketing campaigns. A strong IRM strategy will enable brands to leverage their partnerships and eventually increase brand awareness, customer trust, and return on investment (ROI).


While CRM is involved in customer loyalty programs and can include millions of accounts, IRM manages influencer partnerships and only targets relevant influencers for the brand. These influencers are not necessarily customers or prospects of the brand, but rather individuals who can sway the opinions and purchasing decisions of consumers. IRM helps brands reach their target audiences through online interactions with their followers on multiple social channels.