The Power of Influence in B2B Marketing - MME16
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The power of integrating B2B influencer marketing with content marketing, a presentation given by Lee Odden of TopRank Marketing at the Oracle Modern Marketing Experience MME16 conference 2016.
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The Power of Influence in B2B Marketing - MME16
- 2. @leeodden #MME16 B2B Content & Influencer Marketing Consultants! About Lee & TopRank Marke9ng marketingblog.com!toprankmarketing.com!
- 4. @leeodden #MME16 “82% of senior executives say content is a significant driver in their buying decisions.”!! Demand Gen Report!
- 5. @leeodden #MME16 88% Business to Business Content Marketing Content Marketing Institute / MarketingProfs!
- 6. @leeodden #MME16 Advertorial & Native Advertising! Blogging ! Case Studies ! Crowdsourced Content! Content Curation ! Digital Newsletters ! Earned Media (PR) ! eBooks ! Email Marketing ! Gamification ! Influencer Content ! Infographics ! Interactive Content & Tools! Microsites ! Mobile Applications ! Mobile Content ! News Releases ! Online Magazines & Apps! Podcasts ! Print Magazines ! Print Newsletters ! Real-Time Video ! Real-World Events ! Research & Surveys ! Social Content ! Traditional Media ! Video Content! Virtual Conferences ! Webinars! White Papers ! Content Marke9ng Tac9cs
- 9. @leeodden #MME16 Engaging Content Consistent Content Variety of Content Standing Out in B2B is Tough
- 10. @leeodden #MME16 Source: Banksy via reddit / vancouver! Most B2B Content Isn’t Used or Shared
- 11. @leeodden #MME16 41% - Growth in Ad Blocking! 198 Million Ad Block Users Worldwide! 64% never open B2B emails! Adobe PageFair Ad Blocking Report! iris B2B Participation Survey! Photo: Shutterstock! Buyers Are Saying No to Ads
- 12. @leeodden #MME16
- 14. @leeodden #MME16 Buyers Trust Experts & Influencers! Consumers seek out! trusted expert content! when considering a ! purchase! Expert Over Branded Content:! 88% Lift in Brand Familiarity! 50% Lift in Brand Affinity! 38% Lift in Purchase Intent! 85%
- 15. @leeodden #MME16 of the B2B buyer’s journey is complete before a buyer ever reaches out to sales.! 70% Source: Pardot Self Directed Buyers Rely on Peers/Community
- 16. @leeodden #MME16 “Influencer Marketing is the practice of engaging internal and industry experts with active networks to help achieve ! measurable business goals.”! ! @TopRank! Photo: Shutterstock! Image: Shutterstock!
- 17. @leeodden #MME16 75% of professionals consider their influencer engagement effective for lead generation. Augure ! $6.85 for every $1 spent: The average media value earned by brands implementing influencer marketing. Burst Media aka RhythmOne! 59% of marketers are planning to increase their influencer marketing budgets in the next year. Tomoson! Photo: Shutterstock!
- 18. @leeodden #MME16 Campaigns! 40,000 Views! 413 Downloads! 6,000 Shares! 100’s Referrals! 20 New Influencers! Sequenced Assets! 218,971 Views! 15,000+ Shares! 4,023 Downloads! 1,040 Leads! 100’s Referrals! Cumulative: 10 Projects! 1 Million+ Views! 50+ Influencer Assets! 140 New Influencers! (50 CMO/VPs)! Leads & Revenue++! TopRank Marke9ng Influencer Content Evolu9on
- 20. @leeodden #MME16 B2B Influencer Content: Event Farm Results: 1,084 registra9ons 626 leads 257 MQLs
- 22. @leeodden #MME16 1. Define Goals! 2. Pick Topics, Content! 3. Identify, Qualify & Recruit ! 4. Collect & Co-Create Content! 5. Inspire Promotion! 6. Performance Feedback! 7. Maintain Relationships! B2B Influencer Content Framework
- 24. @leeodden #MME16 Social Savvy Influencers! Industry Experts! Brand Executives! Internal SMEs & Employees! Clients / Customers! Industry Media! Partners! Prospect Influencers! “Everyone is influential ! about something.” ! Photo: Shutterstock! Tip 1: Famous is Not Your Only Target
- 25. @leeodden #MME16 “A brandividual is popular. ! An influencer is effective at creating popularity.”! ! @leeodden!
- 29. @leeodden #MME16 Content! Quality! Credibility! Advocacy! Promotion! Brand Content! Earned Media! Advocacy! Collaborate! On Shared Causes! Community! Internal SMEs! FAQs! Career Tips! Testimonials! Photo: Shutterstock! Marketing! PR! Recruiting! Support! CSR! Tip 3: Influencers Are for More than Marke9ng
- 33. @leeodden #MME16 Tip 5: Rela9onships Rule Work with an influencer on! a project, they’re your friend! for the day.! ! Help someone become ! influential and they’re a friend for life. !
- 37. @leeodden #MME16 Influencer Engagement Lesson Learned 29 Influencers! 46,000 views! Social buzz on/offline! 2 new agency deals! Questions!
- 40. @leeodden #MME16 Influencer Tool Workflow Topic! BuzzSumo! GroupHigh! Traackr! Results! Influencer 1! Influencer 2! Influencer 3! Results! Influencer 1! Influencer 2! Influencer 3! Results! Influencer 1! Influencer 2! Influencer 3! Results! Influencer 1! Influencer 2! Influencer 3! Goal Topic! Search! Validate! Communicate! Engage! Recruit! Promote! Correlate! Monitor! Analytics! Report! GroupHigh! Traackr! Traackr!
- 41. @leeodden #MME16 Takeaways Make something together!1! 2! 3! Make it relevant! Make it easy! Image: Shutterstock!
- 42. @leeodden #MME16 Thank You! Lee Odden! @leeodden! lee@toprankmarketing.com! TopRankMarketing.com! TopRankBlog.com! 1-877-872-6628! New eBook! Download:! InfluencerMarketingBlog.com!