In this webinar we looked at three ways to engage with influencers in a B2B context to support your content marketing, lead generation and PR activities. We also looked at what criteria to consider when choosing which influencers to work with for each type of activity. Listen on demand here: Listen on demand here: https://www.brighttalk.com/webcast/16079/308339

1. 3 Ways to Start a B2B
Influencer Engagement
Program
www.onalytica.com
Alistair Wheate
@alwheate
alistair.wheate@onalytica.com

2. 1. Intro
2. Preparation
3. Paid vs Organic
4. Getting Started – 3 Models
5. Case Studies
6. Supporting Materials
Preparatory Work

3. Michael Birch - Investor
Paul Birch - Investor
Tim Williams - CEO
• Company Founded 2009 in London, UK
• Influencer Marketing SaaS & Supporting Professional Services
• Influencer Discovery Influencer Relationship Management Insights Reporting
• Dedicated Customer Success , Insights & Analytics Teams
About Onalytica

4. 1. KNOW YOUR OBJECTIVES
Why are you wanting to work with influencers? Different objectives may need different strategies.
2. KNOW YOUR TOPICS
Properly map out your topics. Don’t just use topline category headings.
3. PLAN YOUR CALENDAR
Relationships take time to build to get the best results. Plan early to engage with influencers.
4. 6 MONTHS BACK - 6 MONTHS FORWARD
Map out the key events in your industry in the last 6 months and what’s coming in the next 6.
5. ENGAGE YOUR TEAM
Get your own experts involved in your influencer engagement program.
6. THINK ABOUT YOUR ‘OFFER’
Other than payment – what other value can you bring to influencers?
Preparatory Work

5. Which Influencer Personas should you partner with?
• High trust, low reach (1 to 1000 followers)
• Average internet consumers
• Don’t consider themselves influencers
• Small network of highly engaged followers
• High trust, low reach (1 to ∞ followers)
• This type of influencer is earned
• Highly satisfied customers with your product / brand
• Positive word-of-mouth, content and recommendations
• High trust & engagement, good reach (1K to 20K followers)
• Extremely relevant, high quality content creator
• Organic relationship and co-creation of content
• Pay for onerous time, travel and content partnerships
• High authority, high global reach (20K to 100K followers)
• Engages with select group of key influencers
• Organic approach only works if brands offers equal value
• Paid to attend and speak at conferences / write content
• Massive reach (100K to 300K followers)
• Established Audience built up over many years
• Famous, represented by a manager or a talent agency
• Sometimes untouchable through organic approaches
• Low engagement, massive reach (300K + followers)
• Expensive - paid approach only
• Endorsing products / charitable causes
Which Influencer Personas should you partner with?

6. 1
2
3
Many of the real influencers don’t worry about being “Influential”
Important to look for those who have influencer without “trying”
Don’t have a ‘one size fits all’ criteria for choosing influencers
Set criteria that align with the purpose for which you are engaging the
influencer
Take time to think through your topics in detail
The more granular you can get the more specialist
influencers will come to the fore
Michael Brenner, Content Marketing Strategist, CEO of Marketing Insider Group
Things to keep in mind looking for B2B Influencers

7. Paid vs Organic
ORGANIC
Real long-term
relationships
Sustainable
Earned Attention
Cost-effective
Reduces reliance on Paid
PAID
Large splash
High profile influencers
Celebrities
Clicks not customers!
HYBRID
This can work with the
right blend of organic
always-on and targeted
paid campaigns

8. 1
2
3
What value will you help them deliver to their audience?
(Content, Knowledge, Access to Senior Execs)
How will you increase their influence / personal brand?
(Platform Reach, Networking, Awareness, Relevancy, New Audiences,
Backlinks to their content)
Create and develop your relationships organically!
“ It’s important to focus on finding ways to help the influencer. Help them build their brand. Help
them reach a new audience. Help them gain access to insights and content for their audience.”
Michael Brenner, Content Marketing Strategist, CEO of Marketing Insider Group
What is the value you are going to provide to the Influencers?

9. Equal Value Partnership Framework

10. 7 Different Influencer Engagement Models

11. 1
2
3
Invite Influencers To Your Events
Give influencers access to events and networks they might otherwise not be
engaged with. Don’t just look at Event participation as a ‘boost’ for the event
but a change to build relationships.
Invite Influencers to Co-Create Content
Don’t just look to boost your own content, but think how to boost the
influencer’s content too
Foster Relationships Between Influencers and your Internal Experts
People-to-People Relationships are much stronger than People-to-Brand.
Your experts don’t need to become “influencers” themselves overnight but
can have strong connections to your influencers targets.
B2B Influencer Engagement – Getting Started

15. Influencer Generated Content Approach
STEP 1
Research topics that
resonate with your
market influencers
and target audience
Engaging
Content
Influencer
Activation
Increased Earned Media Value
STEP 2
Identify relevant
influencers to
co-create and share
your content once
published
STEP 3
Build relationships
with influencers
interacting with
relevant content on
their channels
STEP 4
Publish content
and outreach to
target influencers
STEP 5
Measure performance
of content with
target influencers and
wider influencer
community
2017 Onalytica. All rights reserved.
Influencer Generated Content Approach

16. Content-led Influencer Relationship Management
Audience
Research &
Insights
Planning &
Strategy
Content Creation Amplification
Impact
Measurement
Influencer
Relationship
Management
Audience Personas
Influencer Personas
Content Engagement
Cycle
Buyer’s Journey
IN-HOUSE OR AGENCY ROLE
ONALYTICA ROLE (Software + Professional Services)
Identify relevant Macro
/ Micro influencers
Create Influencer
Insights Program
Listen to what the
influencers are saying
Week 1 Week 11-12Week 7-10Week 3-6Week 2 On-going
Brand story
Key themes
Most effective channels
Agree influencer targets
Content goals
Develop relationships
with Influencers
Co-create content
Roundtable events
User-generated content
Whitepapers / Reports
Influencer Engagement
Training
Share content with
influencers
Engage in dialogue with
influencers
Invite them to events
Measure against content
goals
Demonstrate quick wins
Present impact report to
senior management
Evangelize program to
wider business
Sustain relationships with
influencers
Light touch regular
influencing
Invite to exec / product
briefings
Early access to products
Surface Content Sharing
Opportunities
Surface Social
Engagement Opportunities
Influencer Topic Alerts
Customer Success Team
support
Align content with
influencer dialogue
Compare content
resonance to
competitors
Identify influencers who
have posted content on
similar themes
Hot Topics Reports
Top Influencer Analysis
Key Connector Analysis
Target Influencers List
(based on influence,
location, affinity and
profile)
Measure brand activity
Measure Engagement
from Target Influencers
Measure Resonance of
Target Influencers sharing
brand content
Drive Platform User
Adoption
Communicate best practice
Regular calls / meetings to
drive program success
Relationship-Led Influencer Marketing

17. 1. BRAND INTRODUCTION
Introduce topical influencers to brand
2. INFLUENCER RECOGNITION
Recognize influencers through a blog post
3. INVITATION TO CONTRIBUTE
Invite them to contribute to a content asset so that influencers are creating 70-80% of the content
4. CONTENT GENERATION
Design a modular approach of high value content such as eBooks, blog posts, Tweets, motion videos
or infographics
5. EVENT INVITE
Invite influencers to a round-table event and create content at the event such as interviews, panel
discussions
6. MORE CONTENT GENERATION
Roll out more high value content generated from the event
7. NURTURE RELATIONSHIPS
Continue to develop relationships as part of an always-on program
B2B Influencer Generated Content Example

18. 1. Listen - To build the right approach you need to understand the influencers – interests, topics, routes, connections, motivations,
7 Principles of Successful Influencer Engagement