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Influencing The Influencers: Top Trends & Best Practices For B2B Marketers

SPEAKER: Lee Odden of TopRank Marketing

http://b2bmarketing.exchange

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Influencing The Influencers: Top Trends & Best Practices For B2B Marketers

  1. 1. #B2BMX Influence 2.0 Top Trends & Best Practices for B2B Marketers @Lee Odden, CEO TopRankMarketing.com
  2. 2. About Lee & TopRank Marketing – We are B2B! Content – Influence – SEO – Social – Advertising - Analytics
  3. 3. @leeodden #B2BMX B2B Content Marketing goals Attract Engage Convert Retain Advocate
  4. 4. @leeodden #B2BMX But there are obstacles Ad Blocking Information overload Distrust of brand content Self directed, more information Brand-centric, “salesy” content Limited content resources Short term campaigns ReactiveB2B Buyer B2B Brand
  5. 5. @leeodden #B2BMX Many are turning to Influencer Marketing
  6. 6. @leeodden #B2BMX Does this kind of B2B campaign look familiar? Topic: Customer Experience Pain: Solve Top CX Challenges Theme: Horror Stories Influencers: CX Experts Strategy: Co-create a useful CX resource with experts for credibility, authenticity, raw content, & reach. Approach: Influencer ebook integrated with brand case studies, provide influencers social shares to promote gated download/nurture. Reported Results: • Improved organic search • 600 MQLs What role did influence play?
  7. 7. What is Influence? Have you really considered, what is The ability to affect action. ?
  8. 8. Influence is not Popularity Self anointed Advertising One way Static
  9. 9. #B2BMX “Influencer Marketing develops relationships with internal and industry experts with active networks to co-create content that helps drive measurable business goals.” @leeodden
  10. 10. @leeodden #B2BMX Many B2B Influencer Engagement Opportunities  Product Launch  Event Promotion  Brand Awareness  Product Adoption  Community Building  Crisis Management  Partnerships  Content Creation  Publicity / PR / Media  Talent Acquisition  Product Development  Competitive Analysis  Lead Generation  Advocacy & Referrals  Customer Success  Indirect Sales
  11. 11. @leeodden #B2BMX B2B Buyer B2B Brand Influencer Relations helps solve content challenges Ad Blocking Information overload Distrust of brand content Self directed buyers Reactive Brand-centric, “salesy” content Limited content resources Short term campaigns B2B Buyer B2B Brand 82% Buyers Follow Recommendations of Experts & Influencers Source: Dr. Jonah Berger, Wharton School Ongoing IM Programs Deliver Quality, Scale, Reach & Impact.
  12. 12. @leeodden #B2BMX But marketers keep doing these things...
  13. 13. @leeodden #B2BMX  How mature are companies with their influencer marketing?  How are companies allocating budget?  What are the differences in B2B vs. B2C?  What are the top goals for influencer marketing?  Where does IM have the greatest impact?  Why do so many influencer programs fail?  Why do influencer programs succeed?  How much is IM integrated with other marketing? We decided to do some research
  14. 14. @leeodden #B2BMX Influence 2.0: The Future of Influencer Marketing Enterprise Audience: • Microsoft, Amex, 3M, Amazon, Adobe • 48% Companies 10,000+ • 81% Directors or higher Topics Covered: Trends, budgets, maturity, strategy, tactics case studies, influencers (of course), CX, digital transformation, future direction and an Influence 2.0 framework.
  15. 15. @leeodden #B2BMX Insight: B2B is behind B2C 55% B2C Ongoing / Integrated 15% B2B Ongoing / Integrated 49% B2B Experimenting Source: Influence 2.0
  16. 16. @leeodden #B2BMX Insight: Influencer Marketing is underfunded 10% Budget Allocated 50% < $100k Annually 55% Increase Spend Source: Influence 2.0: The Future of Influencer Marketing – Altimeter, Traackr, TopRank Marketing
  17. 17. @leeodden #B2BMX Best Practice: Fund Ongoing and Integrated Programs Consultant B2B Brand Author Speaker Trainer Consultant Marketing Public Relations Social / Community Customer Support
  18. 18. @leeodden #B2BMX Insight: Top Goals for Influencer Marketing Source: Influence 2.0: The Future of Influencer Marketing – Altimeter, Traackr, TopRank Marketing
  19. 19. @leeodden #B2BMX Best Practice: Align Brand & Influencer Goals Content Awareness Traffic Leads Sales Relationships Exposure Peer recognition Credibility Money Content Relationships
  20. 20. @leeodden #B2BMX Insight: Top Areas Impacted by Influencer Marketing 80% of marketers rate content marketing as most impacted by influencer marketing.
  21. 21. @leeodden #B2BMX Best Practice: Reach Goals with Influencer Content Source: Influence 2.0: The Future of Influencer Marketing Altimeter, Traackr, TopRank Marketing
  22. 22. @leeodden #B2BMX “Focus on a long-term approach rooted in a two- way dialogue. It’s often the phases between campaigns and events that allow you to have in- depth conversations, get valuable feedback and really gain a deeper understanding around what matters to your influencers. Investing this time and valuable resources builds credibility. This credibility and trust with an influencer is key to ongoing success.” Expert: Focus long-term, build credibility and trust Amanda Duncan Senior Communications Manager Influencer Relations, Microsoft
  23. 23. In Action: 3 B2B Influencer Engagement Scenarios Short form quotes, tips or insight from individual influencers added to brand content assets. Longer form content contributed by individual influencers often as part of a larger campaign. Dedicated group of influencers that contribute a variety of short and long form content for brand communications. Microcontent Campaigns Community
  24. 24. B2B Influencer Engagement: Microcontent Quotes in editorial:Tips in blog posts:Lists:
  25. 25. Influencer Romance with Microcontent List: Tips in blog posts: Critical interview:
  26. 26. Speaking of Influencer Lists: SEO Love
  27. 27. In Action: 3 B2B Influencer Engagement Scenarios Short form quotes, tips or insight from individual influencers added to brand content assets. Longer form content contributed by individual influencers often as part of a larger campaign. Dedicated group of influencers that contribute a variety of short and long form content for brand communications. Microcontent Campaigns Community
  28. 28. B2B Influencer Engagement: Campaigns 6,000+ Social Shares
  29. 29. B2B Influencer Engagement: Campaigns eBook Paired Major Brands and Industry Influencers Activate Brands Citrix Cisco Cleveland Clinic SAP Microsoft LinkedIn Workfront Dell Oracle HubSpot Marriott Salesforce Influencer Marketing In Real Life Activate Influencers Robert Rose Michael Brenner Andrew Davis Ann Handley Ian Cleary Carlos Hidalgo Lee Odden Pierre-Loic Assayag Pam Didner Carlos Gil Joe Pulizzi Jay Baer
  30. 30. Real Life Interaction + Digital = The Win eBook, Interviews, Social Online + Offline Co-Create Amplify Interview: Email Phone In-Person Event at CMWorld Photographer Account Manager Content Manager Designers Copywriters Preview Launch Prewritten shares Blog posts Brand social Influencer social “Influencer Marketing in Real Life” Source: Traackr Beat benchmark by 1,883%50% Created by Influencers
  31. 31. In Action: 3 B2B Influencer Engagement Scenarios Short form quotes, tips or insight from individual influencers added to brand content assets. Longer form content contributed by individual influencers often as part of a larger campaign. Dedicated group of influencers that contribute a variety of short and long form content for brand communications. Microcontent Campaigns Community
  32. 32. B2B Influencer Engagement: Community
  33. 33. @leeodden #B2BMX A Word About Influencer ROI Image: Becky Carpenter / Traackr Influencer Relationship Management Influencer Effectiveness Image: Traackr
  34. 34. @leeodden #B2BMX Content is the Conduit to Influencer Marketing ROI Convert Reach Search Visibility Social Network Visibility Views & Impressions Traffic Content Distribution Media & Blog Placements Brand + Affinity Brand Sentiment Content Consumption Page Views Click Through Rate Social Network Size Social Interactions Content Interactions Comments, Shares Time on Site, Content Paths Through Site Form Data Captured Newsletter Subscriptions Demo & Trial Requests Contact Us Orders - Order Volume - Order Frequency - Length of Sales Cycle - Revenue Per Order EngageAttract
  35. 35. @leeodden #B2BMX Identify Qualify Recruit ManageEngage Measure Optimize Influencer Marketing Tools & Platforms
  36. 36. @leeodden #B2BMX Influencer Marketing Technology @keyholeco @BuzzSumo @followerwonk @Nimble Specialty Tools: @tapfluence @CollectiveBias @Crowdtap @grapevinelogic Marketplaces: Specialty Tools @traackr @getLittleBird @grouphigh @onalytica IRM Platforms:
  37. 37. @leeodden #B2BMX Creating an IM 2.0 Framework – 10 Steps 1. Start with Outcomes 2. Align IM with CX Efforts 3. Map Customer Journey for IM 4. Uncover Customer Questions 5. Q/A Dynamic: Discover, Consume, Action 6. Know Who Your Influencers Are 7. Talk to Your Customers 8. Use an IRM Tool to Scale 9. Develop a IR/IM Content Strategy 10. Measure for Engagement, Impact, Growth
  38. 38. @leeodden #B2BMX  Integrated: 5% today, 57% by 2020.  Ongoing: Always on programs create momentum, scale.  IRM Platforms: Necessary for scale. Soon hook into content, social, search, paid, CRM, ABM, cognitive and analytics.  Paid vs. Organic: Collaborate for mutual value, pay for consulting & work product. B2B influencer marketplaces are coming.  Who is Influential? Influencers are ingredients in your marketing recipe. Micro-influencers will take on greater importance. Future Directions for B2B Influencer Relations
  39. 39. @leeodden #B2BMX Thank You! Download: http://tprk.us/im2b2bmx Statistics, Strategy, Case Studies, IM 2.0 Framework Lee Odden lee@toprankmarketing.com TopRankMarketing.com MarketingBlog.com
  40. 40. #B2BMX

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