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The	Power	of	Influence	in	B2B	Marke5ng	
	Lee	Odden	
Image: Shutterstock!
@leeodden	 #MME16	
B2B Content & Influencer Marketing Consultants!
About	Lee	&	TopRank	Marke9ng	
marketingblog.com!toprankmarketing.com!
@leeodden	 #MME16	
The	State	of	Content	in	B2B	Marke9ng	
Image: Shutterstock!
@leeodden	 #MME16	
“82% of senior executives say
content is a significant driver in their
buying decisions.”!!
Demand Gen Report!
@leeodden	 #MME16	
88%
Business to Business
Content Marketing
Content Marketing Institute / MarketingProfs!
@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
@leeodden	 #MME16	
Top	Challenges	with	B2B	Content	
Image: Shutterstock!
@leeodden	 #MME16
@leeodden	 #MME16	
Engaging	Content	
Consistent	Content	
Variety	of	Content	
Standing	Out	in	B2B	is	Tough
@leeodden	 #MME16	
Source: Banksy via reddit / vancouver!
Most	B2B	Content	Isn’t	Used	or	Shared
@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
@leeodden	 #MME16
@leeodden	 #MME16	
The	Influencer	Content	Marke9ng	Opportunity	
Image: Shutterstock!
@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%
@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
@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!
@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!
@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
@leeodden	 #MME16	
B2B	Influencer	Content:	Glassdoor	
Results:		
90,000	views	
70%	click	to	download
@leeodden	 #MME16	
B2B	Influencer	Content:	Event	Farm	
Results:		
1,084	registra9ons	
626	leads	
257	MQLs
@leeodden	 #MME16	
@IBMCommerce		
IBM	turned	to	a	group	of	
#NewWayToEngage	Futurists:	
Trusted	external	thought	leaders	
with	a	record	of	innova9on.	
B2B	Influencer	Content:	IBM
@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
@leeodden	 #MME16	
5	Hot	B2B	Influencer	Marke9ng	Tips	
Image: Shutterstock!
@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
@leeodden	 #MME16	
“A brandividual is popular. !
An influencer is effective at creating popularity.”!
!
@leeodden!
@leeodden	 #MME16	
LinkedIn Employees!
Tip	1:	LinkedIn	Marke9ng	Solu9ons	
Industry Influencers!
@leeodden	 #MME16	
Tip	1:	LinkedIn	Marke9ng	Solu9ons
@leeodden	 #MME16	
Reach:	Par9cipa9on	Inspires	Ac9on		
Authen5city:	From	“Real	People”	
Quality:	Taps	Exper9se	
Variety:	Create	More	Quality	Content	
Engagement:	SMEs	&	Influencers	
Scale:	Distributes	Content	Crea9on	
Tip	2:	Reach	Isn’t	Your	Only	Goal
@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
@leeodden	 #MME16	
Tip	4:	Influencer	Integra9on	FTW!
@leeodden	 #MME16	
Tip	4:	Document	Level	Integra9on
@leeodden	 #MME16	
Tip	4:	Mul9-Media,	Channel,	&	Influencer
@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. !
@leeodden	 #MME16	
Tip	5:	Rela9onships	Rule
@leeodden	 #MME16	
Listen	&	Respond	to	Opportuni9es
@leeodden	 #MME16	
Surprise	in	a	Relevant	Way
@leeodden	 #MME16	
Influencer	Engagement	Lesson	Learned	
29 Influencers!
46,000 views!
Social buzz on/offline!
2 new agency deals!
Questions!
@leeodden	 #MME16	
If	you	want	your	B2B	
content	to	be	great,	
ask	influencers	to	
par5cipate!	
	
@leeodden	
Photo: Shutterstock!
@leeodden	 #MME16	
FollowerWonk!
Klear!
Keyhole!
BuzzSumo!
Onalytica!
Nimble!
GroupHigh!
Brandwatch!
Little Bird!
Traackr!
!
Identify!
Qualify!
Recruit!
Manage!
Engage!
Measure!
Optimize!
Influencer	Marke9ng	Tools
@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!
@leeodden	 #MME16	
Takeaways	
Make something together!1!
2!
3!
Make it relevant!
Make it easy!
Image: Shutterstock!
@leeodden	 #MME16	
Thank	You!	
Lee Odden!
@leeodden!
lee@toprankmarketing.com!
TopRankMarketing.com!
TopRankBlog.com!
1-877-872-6628!
New eBook!
Download:!
InfluencerMarketingBlog.com!

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