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What is the future of influencer marketing?

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Dear CEO, CMO, PR and Communications leader: The future of B2B marketing is here. Welcome to influencer marketing based on trust. Designed for results. Because today, it's disrupt or be disrupted. The choice is yours.

Published in: Business
  • Thanks Craig, I'll check those out.
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  • Good info in here. I'd recommend some marketing tools such as www.replyup.com (Gmail plugin to send friendly follow-up emails) and Rapportive (verifying email) among some of the marketing strategies. Does anyone have any other marketing tools they'd recommend?
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  • @Ashley Guberman (Oops, meant to start a new paragraph.) The problem is that for the past two centuries, including through today, too many marketers and salespeople have been overstating how wonderful their own wares are. It makes sense, of course. Who's going to say, "Hey, we're third best! That's why we're a little cheaper, and also why we use hard pressure closing tactics. Give us a call!" The role of the modern marketer will not be to shill in such a shameless, utterly see-through way. Instead, it'll be to tie the brand to those who are trustworthy, such as influencers, and bask in the halo effect of their association. (...Thanks, you helped me figure out the opening of my next blog post!)
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  • @Ashley Guberman you are so right: we're all in sales/marketing (which to me are two functions of the same role). Further, marketing a product/service/brand is necessary, and it's noble: it keeps all the employees of a given company employed, and that's nothing but good.
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  • I think the piece misses on two key points. First, it does not define who "marketers" are, which is especially important with "Do you trust marketers? Of course not." Second, guess what? OpenFor.Business is a marketer. So is anybody with an offer to make in the world. Some use better skills and techniques, but if you have an offer, you are a marketer, or need to be in order to get that offer accepted.
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What is the future of influencer marketing?

  1. 1. . What Is The Future of Influencer Marketing? OPENfor.business
  2. 2. . Let’s start with a question… OPENfor.business
  3. 3. . Do you trust marketers? OPENfor.business
  4. 4. . Of course you don’t. OPENfor.business
  5. 5. . Neither does anyone else. OPENfor.business
  6. 6. . Even marketers don’t trust other marketers! OPENfor.business
  7. 7. . That’s too bad for brands, isn’t it? OPENfor.business
  8. 8. . Brands know that trust sells – especially in B2B, where the stakes of a single sale could be in the tens of millions of dollars. Or more. OPENfor.business
  9. 9. . If we don’t trust marketers, who do we trust? OPENfor.business
  10. 10. . When it comes to our B2B buying decisions, we have always trusted… 1. Industry journalists 2. Industry analysts 3. Our Peers OPENfor.business
  11. 11. . Historically, these have been the people we trust to help us make key buying decisions. OPENfor.business
  12. 12. . And more generally, they help us know what’s next so we can bring disruption to the market rather than be disrupted. OPENfor.business
  13. 13. . These groups are still important. OPENfor.business
  14. 14. . But through social, we look to a fourth group people to help us with our B2B buying decisions. 1. Journalists 2. Analysts 3. Peers 4. Influencers OPENfor.business
  15. 15. . Who are these new B2B influencers?  C-level executives  Speakers and consultants  Authors and bloggers OPENfor.business
  16. 16. . Tens of thousands, sometimes hundreds of thousands, of people follow some of these B2B influencers. OPENfor.business
  17. 17. . Their audience is heavy with decision-makers: exactly who B2B brands most want to attract. OPENfor.business
  18. 18. . Influencers have strong personal brands, based on proven expertise and trust. OPENfor.business
  19. 19. . Trust. OPENfor.business
  20. 20. . Trust. That’s what makes influencers influential. OPENfor.business
  21. 21. . Trust. The very thing marketers lack most. OPENfor.business
  22. 22. . That’s why, globally, 84% of brands report they will leverage influencer marketing in 2016. OPENfor.business
  23. 23. . 84% of brands. OPENfor.business
  24. 24. . 84% of brands. Globally. OPENfor.business
  25. 25. . 84% of brands. Globally. This year. OPENfor.business
  26. 26. . B2B brands have a tough time making influencer marketing work, though. As many as half say they’re dissatisfied with their results to date. OPENfor.business
  27. 27. . B2B brands have trouble with 1. Identification: discovering which influencers are most relevant – most influential – to the brand’s potential clients. OPENfor.business
  28. 28. . B2B brands have trouble with 1. Identification 2. Recruiting: attracting the highest-impact influencers. Brands often have to settle for third-tier “influencers” instead. OPENfor.business
  29. 29. . B2B brands have trouble with 1. Identificaiton 2. Recruiting 3. Performance: activating their influencers to perform on their behalf. OPENfor.business
  30. 30. . B2B brands have trouble with 1. Identification 2. Recruiting 3. Performance 4. Retention: keeping influencers in their programs. OPENfor.business
  31. 31. . What’s a B2B brand to do? OPENfor.business
  32. 32. . Right now, that answer is all over the board. OPENfor.business
  33. 33. . Today, influencer marketing is the Wild West. No rules, plenty of chaos. OPENfor.business
  34. 34. . In today’s Wild West of influence, brands suffer from poor results. OPENfor.business
  35. 35. . Brand managers have to invent their programs from scratch, or hope the consultants or agencies they hire give them good advice. OPENfor.business
  36. 36. . Some of that advice is good. But a lot of it is terrible, even damaging, because it’s based on the B2C model of influence. OPENfor.business
  37. 37. . B2C isn’t B2B. OPENfor.business
  38. 38. . B2C isn’t B2B. Sneakers and shampoo don’t have much in common with Big Data or enterprise consulting services. OPENfor.business
  39. 39. . Meanwhile, on the other side of this equation… OPENfor.business
  40. 40. . In this Wild West landscape, influencers suffer by having to fend for themselves. OPENfor.business
  41. 41. . Even within the same brand’s influencer program, the influencers involved are managed differently, utilized differently, and compensated differently. OPENfor.business
  42. 42. . The chaos of the Wild West is bad for brands. OPENfor.business
  43. 43. . The chaos of the Wild West is bad for brands. It’s what causes brands the troubles of identification, recruitment, performance, and retention. OPENfor.business
  44. 44. . The chaos of the Wild West is bad for brands. Worse, it can give a brand a bad reputation with influencers, who see the brand as unprofessional, arrogant, or even as taking advantage. OPENfor.business
  45. 45. . The chaos of the Wild West is bad for brands. The last thing a brand needs is for influencers to tell other influencers or their clients to avoid that brand. OPENfor.business
  46. 46. . The chaos of the Wild West is bad for influencers, too. Negotiating a relationship with a brand can feel very one- sided. That’s unnecessarily stressful. OPENfor.business
  47. 47. . The chaos of the Wild West is bad for influencers, too. The doubt influencers feel about the deal they strike with a brand versus what their peers have negotiated can cause resentment toward the brand. OPENfor.business
  48. 48. . The chaos of the Wild West is bad for influencers, too. This resentment can poison the well. It’s the #2 cause of the low performance and high turnover in influencer programs. OPENfor.business
  49. 49. . The chaos of the Wild West is bad for influencers, too. But the number 1 cause of this poor performance and high turnover? OPENfor.business
  50. 50. . The chaos of the Wild West is bad for influencers, too. But the number 1 cause of this poor performance and high turnover? Opportunity costs. OPENfor.business
  51. 51. . The chaos of the Wild West is bad for influencers, too. Influencers only have so much time and attention to give. They have to devote their time in ways that help their careers or businesses. OPENfor.business
  52. 52. . The chaos of the Wild West is bad for influencers, too. Influencers only have so much time and attention to give. They have to devote their time in ways that help their careers or businesses. This isn’t selfish. It’s just necessary if these professionals are to remain in business. OPENfor.business
  53. 53. . The chaos of the Wild West is bad for influencers, too. The most influential influencers – those most coveted by brands – can’t afford to work with brands they see as unprofessional, arrogant, or taking advantage. OPENfor.business
  54. 54. . The chaos of the Wild West is bad for influencers, too. The most influential influencers – those most coveted by brands – can’t afford to work with brands they see as unprofessional, arrogant, or taking advantage. So they don’t. And brands suffer. OPENfor.business
  55. 55. . All of this chaos, this inefficient Wild West that is influencer marketing in early 2016, has created a tremendous opportunity for the company that figures it out. OPENfor.business
  56. 56. . What if there were one company, a market network like Uber or AngelList, where top-tier influencers were organized to work with their most admired brands as a ready-made team? OPENfor.business
  57. 57. . All a brand would need to do is log in to engage. OPENfor.business
  58. 58. . What if this market network, this Uber for brands + influencers, had tamed the Wild West already? OPENfor.business
  59. 59. . What if this network had an integration partnership with the most advanced social-analytics technology available? Identification would no longer be a problem. OPENfor.business
  60. 60. . What if this network included the world’s most admired influencer marketing consultants, available to help brands build the most effective influencer program possible? OPENfor.business
  61. 61. . What if this network had rigorously studied the market to standardize performance expectations and rates of compensation? OPENfor.business
  62. 62. . What if this network used bleeding-edge performance analytics so brands and influencers could see exactly how effective each influencer was? OPENfor.business
  63. 63. . What if this network used bleeding-edge performance analytics so brands and influencers could see exactly how effective each influencer was? The guesswork would be removed entirely. OPENfor.business
  64. 64. . Best of all, what if this network were enabled with SaaS (cloud-based Software as a Service), allowing brands and influencers to conduct all their business via mobile or desktop at their convenience? OPENfor.business
  65. 65. . Now, what if most of this already existed, available for select brands to leverage right now, today? OPENfor.business
  66. 66. . It is. OPENfor.business
  67. 67. . It is. (You probably saw that coming). OPENfor.business
  68. 68. . The Extraordinary Influencer Network at OPENfor.business brings together  50 top-tier B2B influencers  A following of over 5 million  Suggested performance expectations and rates of compensation  Integration with the most advanced analytics tool on the market today for identification  Individual influencer performance tracking OPENfor.business
  69. 69. . 50 top-tier B2B influencers. OPENfor.business
  70. 70. . 50 top-tier B2B influencers. A following of over 5 million. OPENfor.business
  71. 71. . 50 top-tier B2B influencers. A following of over 5 million. What brand could say no to that kind of reach? OPENfor.business
  72. 72. . We are already in business, in planning with our first clients from a hand-picked selection of most-admired brands. OPENfor.business
  73. 73. . We are already in business, in planning with our first clients from a hand-picked selection of most-admired brands. But that’s just the beginning. OPENfor.business
  74. 74. . We are already in business, in planning with our first clients from a hand-picked selection of most-admired brands. We are also seeking funding to build our mobile SaaS platform. OPENfor.business
  75. 75. . With our mobile SaaS platform in place, we’ll be able to scale up to 250 top-tier B2B influencers. OPENfor.business
  76. 76. . With our mobile SaaS platform in place, we’ll be able to scale up to 250 top-tier B2B influencers. Immediately. OPENfor.business
  77. 77. . With our mobile SaaS platform in place, we’ll be able to scale up to 250 top-tier B2B influencers. Immediately. These influencers on our waitlist are waiting… patiently… OPENfor.business
  78. 78. . With our mobile SaaS platform in place, we’ll be able to scale up to 250 top-tier B2B influencers. Immediately. These influencers on our waitlist are waiting… patiently… (well, kind of patiently). OPENfor.business
  79. 79. . With our mobile SaaS platform in place, we’ll be able to scale up to 250 top-tier B2B influencers. That will be an audience of over 20 million. OPENfor.business
  80. 80. . With our mobile SaaS platform in place, we’ll be able to scale up to 250 top-tier B2B influencers. That will be an audience of over 20 million. Heavy with B2B decision makers. Buyers. Prospective customers. OPENfor.business
  81. 81. . With our mobile SaaS platform in place, we’ll be able to scale up to 250 top-tier B2B influencers. That will be an audience of over 20 million. What brand could say no to that kind of reach? OPENfor.business
  82. 82. . Growth from 250 B2B influencers to thousands – in other words, scale – will evolve through market segmentation: • Enterprise IT (mobility, BigData, ERP) • Fintech and banking • HR and human capital management • Healthcare and pharma • Consulting services …You get the picture OPENfor.business
  83. 83. . From there, the sky’s the limit. OPENfor.business
  84. 84. . Meet a few of our top-tier influencers. or Contact us to learn more for your B2B brand. OPENfor.business

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