The Confluence Equation: Where B2B Content & Influencer Marketing Meet
1. How Content & Influencers
Drive B2B Marketing Success
@LeeOdden - TopRankMarketing.com
THE CONFLUENCE EQUATION
All artwork by Tithi Luadthong via Shutterstock
9. @leeodden #DF17
We’re still in the early
days of influencer
marketing - just 24% of
companies have
ongoing programs.
Source: Influence 2.0: Altimeter, Traackr, TopRank Marketing
10. @leeodden #DF17
In discussions about the
ROI of brand relationships
with influencers, there’s
simply no better match
than content co-creation.
Source: Influence 2.0: Altimeter, Traackr, TopRank Marketing
11. @leeodden #DF17
Only 11% of B2B
companies running
ongoing influencer
marketing programs.
Source: Influence 2.0: Altimeter, Traackr, TopRank Marketing
12. @leeodden #DF17
Attract Engage Convert Retain Advocate
Reach new
audiences
Inspire
advocacy
Retarget
influencer
followers
Creators bring
talent
Authenticity &
voice of
customer
Influencer &
audience
channel match
Influencers
are trusted
Relevance
increases
action
Credibility
converts
Community
participation
Showcase
employee
influencers
Create info-
taining utility
Showcase
customers &
success
Testimonials
Create
incentives for
referrals
Influencers Drive Value Over Full Customer Lifecycle
13. @leeodden #DF17
$9.60 EMV for
every $1 spent
Burst Media
10X increase in
conversion ratesContent Marketing Institute
37% higher
retention rate
McKinsey
B2B Influencer Marketing: ROI
14. @leeodden #DF17
Even Simple Influencer Content Drives ROI
10 Influencers
Landing Page with
Contact CTA
Anchor eBook &
Social Content
578 MQLs
26% CR
90% Content
Influencer
Created
15. @leeodden #DF17
Beat avg views goal by
1,000 in 2 weeks
Influencer Content Integration - Ungated
80% Influencer Content
18. @leeodden #DF17
“Working with influencers to
co-create content delivers
mutual value. When that
content is interactive, it creates
an experience that is more
engaging and inspires action.”
Amisha Gandhi @AmishaGandhi
Head of Influencer Marketing, SAP
SAP: Interactive Influencer Content Drives ROI
29. @leeodden #DF17
Shelley Ryan @shelleycryan
Global Content Strategist, Dell
“A scalable B2B influencer strategy
requires standardized definitions,
point of view, governance and best
practices. A playbook is a great
start, but training scales globally.”
Dell: Influencer Marketing Playbook & Training
45. @leeodden #DF17
Campaign 5: Master Guide to Content Marketing
Campaign 1: Content
Planning
Survey/Report
Campaign 2: Future
Proof Content
Strategy
eBook
Campaign 3: Future
Proof Content
Planning
Video
Campaign 5:
The Future Proof
Guide to Content
Marketing
Interactive
Campaign 4:
Future Proof
Content
Measurement
eBook
Best of all 4 campaigns
& influencer insights
Coming Q1, 2018
46. @leeodden #DF17
Influence ROI Considerations
What influencer engagement models
should you start with?
What will it cost to implement?
To integrate?
What will it cost if you don’t secure
relationships with the top influencers in
your industry – and the competition does?
47. @leeodden #DF17
Takeaways
GET EXPERT HELP
Research the market
Who are your influencers?
Develop a strategy
Create a playbook & plan
INVEST IN TECH
ID needs & specifications
Create a pilot
Identify, qualify, recruit
Measure & optimize
ACTIVATE
Start with employees,
clients and community
Invite co-creation
Scale what works
Lee Odden, TopRank Marketing – 40 Minutes
Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts. Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.
One Big Change We Need to Make -
Photo
Photo
ClickSoftware develops software that is used by service companies to schedule and dispatch field service employees. Their software contains advanced decision-making algorithms that help managers optimize their business practices, helping them complete more calls per day, week, month, and year.”
Goals
Establish ClickSoftware as an industry thought leader and advanced software pioneer
Create a compelling digital asset that is compelling enough to be shared on industry websites
Challenges
Highly competitive industry: Competing with big names like Oracle and Service Max!
Create awareness for a newly developed industry term “Field Service Engagement"
Opportunities
The ability to leverage the client’s existing customer/lead database for distribution of eBook
Creating a new industry term and concept can allow you to carve out a niche point of differentiation
If you can successfully amplify new and innovative content, you can drive results