Secrets to Successful Influencer Marketing

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My presentation deck from Marketo's Marketing Nation 2014 Summit. Getting a list of key influencers in your industry is the easy part. But there's nuance to engaging & influencing those influencers that most companies miss or ignore. And the rules that have traditionally worked in the PR world for engaging journalists don't necessarily work with influencers, bloggers and others who use an entirely different set of rules for engagement. In this fast-paced, best practice-packed session, we explored specific strategies, tactics, tools, processes and other means of accelerating the depth, influence and ROI of your influencer marketing program. Attendees walked away with a blueprint to turn influencer marketing into one of your most leveraged marketing programs for 2014 and beyond.

Marketing

Page 2 © 2014 Marketo, Inc.#mktgnation14
Housekeeping
• Copy of this presentation
• Offers for you:
• 10 minute brainstorm
• Modern Marketer’s Field Guide
• Content Marketing Best Practices Guide
• Influencer Engagement Guide
• Bring me a business card (or send me an email) with
what you want
matt@heinzmarketing.com
@heinzmarketing

Page 3 © 2014 Marketo, Inc.#mktgnation14
This IS the new PR…
@heinzmarketing

Page 4 © 2014 Marketo, Inc.#mktgnation14
Last Slide First
• Give to get
• Have a pipeline mentality
• Build relationships
• Be patient
• Reciprocate & participate
• Measure
@heinzmarketing

Page 5 © 2014 Marketo, Inc.#mktgnation14
Objectives
• How will you measure success?
• Direct & indirect metrics
• Pipeline contribution
• Media replacement value
@heinzmarketing

Page 6 © 2014 Marketo, Inc.#mktgnation14
Who are influencers anyway?
• Bloggers
• Authors
• Community Leaders
• Speakers
• Peers
• Loud People
@heinzmarketing

Page 7 © 2014 Marketo, Inc.#mktgnation14
What makes them influential?
• Reach
• Respect
• Leverage
• Efficiency
• Action
@heinzmarketing

Page 8 © 2014 Marketo, Inc.#mktgnation14
How & where do you find them?
• Past event speakers
• Existing industry rankings
• Twitter lists
• Trade publication contributors
• Online community leaders
• Little Bird
@heinzmarketing

Page 9 © 2014 Marketo, Inc.#mktgnation14
Are you asking the right question?
• Not what you need from them…
• What do they need from you?
@heinzmarketing

Page 10 © 2014 Marketo, Inc.#mktgnation14
Eight ways to reach & engage
influencers in your industry
@heinzmarketing

Page 11 © 2014 Marketo, Inc.#mktgnation14
1. Give to get
@heinzmarketing

Page 12 © 2014 Marketo, Inc.#mktgnation14
2. Don’t assign them to your PR agency
@heinzmarketing

Page 13 © 2014 Marketo, Inc.#mktgnation14
3. Get to know their audience & focus areas
@heinzmarketing

Page 14 © 2014 Marketo, Inc.#mktgnation14
4. Give them a good story to tell
@heinzmarketing

Page 15 © 2014 Marketo, Inc.#mktgnation14
5. Make them look smart to their followers
@heinzmarketing

Page 16 © 2014 Marketo, Inc.#mktgnation14
6. Start your asks small
@heinzmarketing

Page 17 © 2014 Marketo, Inc.#mktgnation14
7. Get face time when possible
@heinzmarketing

Page 18 © 2014 Marketo, Inc.#mktgnation14
8. Ask for their feedback (but make it easy)
@heinzmarketing

Page 19 © 2014 Marketo, Inc.#mktgnation14
The ultimate influencer success story
@heinzmarketing

Page 20 © 2014 Marketo, Inc.#mktgnation14
How did they do it?
• Pre-existing relationships
• Authenticity in time & value
• Value by association
• Exposure & lead sharing
• Templates and support

Page 21 © 2014 Marketo, Inc.#mktgnation14
Other recent successful campaigns
• Lattice Engines - #MKTGNerd campaign
• Marketo Luminaries (from last year’s Summit)
• InsideView “Top 25 Sales Influencers” Awards
@heinzmarketing

Page 22 © 2014 Marketo, Inc.#mktgnation14
Last Slide Last
• Give to get
• Have a pipeline mentality
• Build relationships
• Be patient
• Reciprocate & participate
• Measure
@heinzmarketing

Thank You!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com

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原件一模一样【微信：WP101A】【澳洲纽卡斯尔大学毕业证（UoN学位证）成绩单】【微信：WP101A】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。【业务选择办理准则】一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：WP101A】文凭即可二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：WP101A】即可三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。留信网认证的作用: 1:该专业认证可证明留学生真实身份【微信：WP101A】 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才 → 【关于价格问题（保证一手价格）我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子我给客户的都是第一手的代理价格，因为我想坦诚对待大家不想跟大家在价格方面浪费时间对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！办理澳洲纽卡斯尔大学毕业证（UoN学位证）学位证【微信：WP101A 】外观非常精致，由特殊纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。办理澳洲纽卡斯尔大学毕业证（UoN学位证）学位证【微信：WP101A 】格式相对统一，各专业都有相应的模板。通常包括以下部分：校徽：象征着学校的荣誉和传承。校名:学校英文全称授予学位：本部分将注明获得的具体学位名称。毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。办理澳洲纽卡斯尔大学毕业证（UoN学位证）学位证【微信：WP101A 】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。综上所述，办理澳洲纽卡斯尔大学毕业证（UoN学位证）学位证【微信：WP101A 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。

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Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored. The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity. There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years. Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction. We will discuss: • Rhetoric – The art of effective communication • The Socratic Method – You cannot teach, but you can persuade people to learn • Plato’s Cave – You sell products, but you market ideas • Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.

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在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样

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Secrets to Successful Influencer Marketing

1. Secrets to Successful Influencer Marketing Matt Heinz President, Heinz Marketing @heinzmarketing

2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Housekeeping • Copy of this presentation • Offers for you: • 10 minute brainstorm • Modern Marketer’s Field Guide • Content Marketing Best Practices Guide • Influencer Engagement Guide • Bring me a business card (or send me an email) with what you want matt@heinzmarketing.com @heinzmarketing

8. Page 8 © 2014 Marketo, Inc.#mktgnation14 How & where do you find them? • Past event speakers • Existing industry rankings • Twitter lists • Trade publication contributors • Online community leaders • Little Bird @heinzmarketing

21. Page 21 © 2014 Marketo, Inc.#mktgnation14 Other recent successful campaigns • Lattice Engines - #MKTGNerd campaign • Marketo Luminaries (from last year’s Summit) • InsideView “Top 25 Sales Influencers” Awards @heinzmarketing

23. Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

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