The Power of Influence in B2B Marketing - MME16

ThePowerofInfluenceinB2BMarke5ng

LeeOddenImage: Shutterstock!

@leeodden #MME16

B2B Content & Influencer Marketing Consultants!

AboutLee&TopRankMarke9ng

marketingblog.com!toprankmarketing.com!

@leeodden #MME16

TheStateofContentinB2BMarke9ng

Image: Shutterstock!

@leeodden #MME16

“82% of senior executives say content is a significant driver in their

buying decisions.”!!

Demand Gen Report!

@leeodden #MME16

88% Business to Business

Content Marketing Content Marketing Institute / MarketingProfs!

@leeodden #MME16

Advertorial & Native Advertising!Blogging !Case Studies !Crowdsourced Content!Content Curation !Digital Newsletters !Earned Media (PR) !eBooks !Email Marketing !Gamification !Influencer Content !Infographics !Interactive Content & Tools!Microsites !Mobile Applications !

Mobile Content !News Releases !Online Magazines & Apps!Podcasts !Print Magazines !Print Newsletters !Real-Time Video !Real-World Events !Research & Surveys !Social Content !Traditional Media !Video Content!Virtual Conferences !Webinars!White Papers !

ContentMarke9ngTac9cs

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TopChallengeswithB2BContent


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@leeodden #MME16

EngagingContent

ConsistentContent

VarietyofContent

StandingOutinB2BisTough

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Source: Banksy via reddit / vancouver!

MostB2BContentIsn’tUsedorShared

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41% - Growth in Ad Blocking!

198 Million Ad Block Users Worldwide!

64% never open B2B emails!

Adobe PageFair Ad Blocking Report!

iris B2B Participation Survey!

Photo: Shutterstock!

BuyersAreSayingNotoAds

@leeodden #MME16

@leeodden #MME16

TheInfluencerContentMarke9ngOpportunity


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Buyers Trust Experts & Influencers!

Consumers seek out!trusted expert content!when considering a !purchase!

Expert Over Branded Content:!88% Lift in Brand Familiarity!50% Lift in Brand Affinity!38% Lift in Purchase Intent!

85%

@leeodden #MME16

of the B2B buyer’s journey is complete before a buyer ever reaches out to sales.!

70%Source:Pardot

SelfDirectedBuyersRelyonPeers/Community

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“Influencer Marketing is the practice of engaging internal and industry experts

with active networks to help achieve !measurable business goals.”!

!@TopRank!



@leeodden #MME16

75% of professionals consider their influencer engagement effective for lead generation. Augure !

$6.85 for every $1 spent: The average media value earned by brands implementing influencer marketing. Burst Media aka RhythmOne!

59% of marketers are planning to increase their influencer marketing budgets in the next year. Tomoson!


@leeodden #MME16

Campaigns!40,000 Views!413 Downloads!6,000 Shares!100’s Referrals!20 New Influencers!

Sequenced Assets!218,971 Views!15,000+ Shares!4,023 Downloads!1,040 Leads!100’s Referrals!

Cumulative: 10 Projects!1 Million+ Views!50+ Influencer Assets!140 New Influencers!(50 CMO/VPs)!Leads & Revenue++!

TopRankMarke9ngInfluencerContentEvolu9on

@leeodden #MME16

B2BInfluencerContent:GlassdoorResults:90,000views70%clicktodownload

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B2BInfluencerContent:EventFarmResults:1,084registra9ons626leads257MQLs

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@IBMCommerceIBMturnedtoagroupof#NewWayToEngageFuturists:Trustedexternalthoughtleaderswitharecordofinnova9on.

B2BInfluencerContent:IBM

@leeodden #MME16

1. Define Goals!2. Pick Topics, Content!3. Identify, Qualify & Recruit !4. Collect & Co-Create Content!5. Inspire Promotion!6. Performance Feedback!7. Maintain Relationships!

B2BInfluencerContentFramework

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5HotB2BInfluencerMarke9ngTips


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Social Savvy Influencers!Industry Experts!

Brand Executives!Internal SMEs & Employees!

Clients / Customers!Industry Media!

Partners!Prospect Influencers!

“Everyone is influential !about something.” !


Tip1:FamousisNotYourOnlyTarget

@leeodden #MME16

“A brandividual is popular. !An influencer is effective at creating popularity.”!

!

@leeodden!

@leeodden #MME16

LinkedIn Employees!

Tip1:LinkedInMarke9ngSolu9ons

Industry Influencers!

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Tip1:LinkedInMarke9ngSolu9ons

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Reach:Par9cipa9onInspiresAc9onAuthen5city:From“RealPeople”Quality:TapsExper9seVariety:CreateMoreQualityContentEngagement:SMEs&InfluencersScale:DistributesContentCrea9on

Tip2:ReachIsn’tYourOnlyGoal

@leeodden #MME16

Content!Quality!Credibility!Advocacy!Promotion!

Brand Content!Earned Media!Advocacy!

Collaborate!On Shared Causes!

Community!Internal SMEs!FAQs!

Career Tips!Testimonials!


Marketing! PR! Recruiting! Support! CSR!

Tip3:InfluencersAreforMorethanMarke9ng

@leeodden #MME16

Tip4:InfluencerIntegra9onFTW!

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Tip4:DocumentLevelIntegra9on

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Tip4:Mul9-Media,Channel,&Influencer

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Tip5:Rela9onshipsRule

Work with an influencer on!a project, they’re your friend!for the day.!!Help someone become !influential and they’re a friend for life. !

@leeodden #MME16

Tip5:Rela9onshipsRule

@leeodden #MME16

Listen&RespondtoOpportuni9es

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SurpriseinaRelevantWay

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InfluencerEngagementLessonLearned

29 Influencers!46,000 views!

Social buzz on/offline!2 new agency deals!

Questions!

@leeodden #MME16

IfyouwantyourB2Bcontenttobegreat,askinfluencersto

par5cipate!

@leeodden


@leeodden #MME16

FollowerWonk!Klear!Keyhole!BuzzSumo!Onalytica!Nimble!GroupHigh!Brandwatch!Little Bird!Traackr!!

Identify!

Qualify!

Recruit!

Manage!

Engage!

Measure!

Optimize!

InfluencerMarke9ngTools

@leeodden #MME16

InfluencerToolWorkflow

Topic!

BuzzSumo!

GroupHigh!

Traackr!

Results!Influencer 1!Influencer 2!Influencer 3!




Goal Topic! Search! Validate! Communicate!Engage!Recruit!Promote!

Correlate! Monitor!Analytics!Report!

GroupHigh!

Traackr! Traackr!

@leeodden #MME16

Takeaways

Make something together!1!

2!

3!

Make it relevant!

Make it easy!


@leeodden #MME16

ThankYou!

Lee Odden!@leeodden!

[email protected]!

TopRankMarketing.com!

TopRankBlog.com!1-877-872-6628!

New eBook!

Download:!InfluencerMarketingBlog.com!

The Power of Influence in B2B Marketing - MME16

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