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B2B Influencer Activation@LeeOdden	CEO,	TopRankMarke3ng.com
Ann	Handley	Is	the	Ul/mate	B2B	Influencer
@toprank	 @leeodden	
@TopRank: Content, Influencer, SEO Specialists
What	is	Influence?	
What	is	
The	ability	to	affect	ac/on.	
?
@toprank	 @leeodden	
Influencer Marketing Confidence
65%		
of	brands	
par3cipate	in	
influencer	
marke3ng	
eMarketer	
59%	
of	marketers	will	
increase	influencer	
marke3ng	budgets	
in	the	next	12	
months	
Tomoson
@toprank	 @leeodden	
Influencer Engagement Opportunities
q Product	Launch	
q Event	Promo/on	
q Brand	Awareness	
q Product	Adop/on	
q Community	Building	
q Crisis	Management	
q Partnerships	
q Content	Crea/on	
q Publicity	/	PR	/	Media	
q Content	Cura/on	
q Product	Development	
q Compe//ve	Analysis	
q Lead	Genera/on	
q Advocacy	
q Referrals	
q Indirect	Sales
@toprank	 @leeodden	
So Why Are Companies Doing These Things?
ü Irrelevant	offers	
ü Too	much	too	soon	
ü Shoot	first,	ask	later	
ü Bait	&	switch	
ü Making	it	difficult	
ü Lack	of	expecta3ons
@toprank	 @leeodden	
Let’s	Get		
B2B	Influencer	
Marke3ng		
on	Track!
@toprank	 @leeodden	
“Influencer	Marke/ng	ac3vates	internal	
and	industry	experts	with	engaged	networks	
to	co-create	content	of	mutual	value	and	
achieve	measurable	business	goals.”	
@leeodden
@toprank	 @leeodden	
Content
Planning
Customer Segments
Inform Personas
Map Topics/
Keywords

to Buying Cycle
Map Influencers to
Content 
Optimized Content
Plan (New): Site, 

Blog, Social Profiles 

& Networks
Off Site Content: 

Guest Posts, Byline
Articles, Content
Objects (eBooks,
Infographics, Video,
Reports, Guides)
Content
Amplification
Attraction &
Promotion
Social Profile
Alignment: 

Messaging,
Keywords
Influencer
Content
Promotion
Optimize Social
Connections:
Google+,
Authorship,
Twitter, Facebook,
LinkedIn,
YouTube, Flickr
Blog Optimization:
Search, Social
Shares
Social Network
Engagement
Social Channel
Promotions
Measurement &

Optimization
SEO KPI Measurement:
Ranking, Referred Organic
Traffic Keywords, Links, Share
of Search Results
Social KPI Measurement:
Brand + Keyword Mentions,
Social Referred Traffic,
Engagement, Social Citations,
Sentiment, Share of
Conversation
Content KPI Measurement:
Page views of Target Content,
Actions from Target Content,
Shares, Engagement, Links
Influencer KPI
Measurement:

Promotion, Reach,
Engagement, Share of
Voice, Sentiment, Tracked
Referrals, Leads, Sales. 

Network Engagement,
Shares, Referrals, Leads,
Sales 
Audits
Keyword Audit,
Difficulty &

Glossary
Content & Digital
Assets Audit
Tech SEO Audit
External Link
Audit
Social Media
Audit
Competitive
Audit
Internal and 

External
Influencer
Advocates
Program
Implementation
Keyword Mapping to
Content
Content Creation
Influencer Co-
Creation, Curation,
Repurposing
Content Optimization
WMT Crawl, Page
Speed, Structured
Data, HTML/Code,
URLs, Internal Links
External Link Signal:
Acquisition,
Reclamation,
Disavowal
Digital Asset
Optimization: Image,
Video, Audio, MS
Office Docs, PDFs
Identify program
objectives
Research market,
competition,
current situation
Develop
integrated strategy
Research
audience goals
Define target
audience
segments
Research topics,
keywords,
messaging themes
Influencer
Research 
Research &

Strategy
Integrated Influencer Content Workflow
@toprank	 @leeodden	
3 Use Cases for B2B Influencer Content
Microcontent	 Campaigns	 Community	
Short	form	quotes,		
3ps	or	insight	from		
individual	influencers	
added	to	brand		
content	assets.		
Longer	form	content		
contributed	by	individual	
influencers	oVen	as	
part	of	a	larger		
campaign.		
Dedicated	group	of		
influencers	that	contribute	
a	variety	of	short	and	long	
form	content	for	brand	
communica3ons.
@toprank	 @leeodden	
Microcontent
@toprank	 @leeodden	
Campaigns
@toprank	 @leeodden	
Community
@IBMCommerce		
IBM	has	enlisted	50	
#NewWayToEngage	Futurists:	
Trusted	external	thought	leaders	
with	a	record	of	innova3on.
@toprank	 @leeodden	
The Science of Influencer Content
Theme	
Analyze	 Insights	
Iden3fy	 Qualify	 Recruit	
Tips/Quotes	 Interviews	
Infographic	 Social	Shares	 Social	Graphics	eBook(s)	
Audio/Video	
Collect	
Create	
Publish	
Pitch	
Promote	
Repurpose	
Events	
Audience	 Brand	Goals	
Email	 Phone/Skype	 Forms	
Website	 	Brand	Blog	 	Content	Marke3ng	
Brand	Socnets	 Influencers	 Social	Ads/PPC	 Email	
Industry	Blogs	 Industry	Media	
	Influencer	Blog	
Iterate/Op3mize	
Medium	 LI	Pulse	 Modular
@toprank	 @leeodden	
The Art of Influencer Content
Ac/vate	
Iden3fy	
Qualify	
Recruit	
Co-Create	
Pick	Themes,	Collect,	Create,	Publish	
Amplify	
Inspire	Sharing		
Op3mize	
Socialize	
Publicize	
Adver3se
@toprank	 @leeodden	
Activate
Tools:	
ubersuggest.io	
Brandwatch	
Keyhole.co	
getemail.io	
Nimble
@toprank	 @leeodden	
Co-Create
Tools:	
Buzzsumo	
Buzzstream	
GDocs	
HighTail	
	
Let’s	make	
sweet	content	
together!
@toprank	 @leeodden	
Amplify
Tools:	
Google	URL	Builder	
Bit.ly	
ClicktoTweet	
Buffer	
Let’s	share	this	
content	we	made	
together!
@toprank	 @leeodden	
Let’s Review:
Ac/vate	 Co-Create	 Amplify	
Theme/Goal	
Listen	
WIIFTI?	
Relevant	
In	common	
Engage/Invite	
Theme/Goal	
Align	Media	
Make	it	easy	
Make	it	great	
	
	
Theme/Goal	
Expecta3ons	
Align	Channel	
Preview	
Pre-write	
Last	call
@toprank	 @leeodden	
The Ultimate Meta in B2B Influencer Marketing
eBook	Paired	Major	Brands	
and	Industry	Influencers	
Ac/vate	 Co-Create	 Amplify	
Citrix	
Cisco	
Cleveland	Clinic	
SAP	
MicrosoV	
LinkedIn	
Workfront	
Dell	
Oracle	
HubSpot	
Marrioj	
Salesforce	
Interview:		
Email	
Phone	
In-Person	
	
Event	at	CMWorld	
Photographer	
	
Account	Manager	
Content	Manager	
Designers	
Copywriters	
	
Preview	
Launch	
Prewrijen	shares	
Blog	posts	
Brand	social	
Influencer	social	
“Influencer	Marke/ng	in		
Real	Life”	
Source:	Traackr	(client)
@toprank	 @leeodden	
Influencer Marketing at Scale: Tools & Platforms
Image:	CMO’s	Guide	to	Influencer	Technology
@toprank	 @leeodden	
Influencer Marketing Tools. So Hot!
Iden3fy	
Qualify	
Recruit	
Manage	Engage	
Measure	
Op3mize
@toprank	 @leeodden	
Influencer Marketing Specialty Tools
@keyholeco	 @BuzzSumo		 @followerwonk		 @Nimble		
@Zoomph		 @Ground_Signal	 @PitchboxApp		 @socialrank		
Brand	
Influencers	
Tool	
twijer.com/winfluencermktg/lists/influencer-mktg-tools/	
Agency
@toprank	 @leeodden	
BuzzSumo.com
TwiYer	Influencers:	Search	by	topic,	
add	to	outreach	list	
	
Audience	Builder:	Find	who	shared	links	
on	a	topic	or	from	any	domain	name.	
Sort	by	authority,	add	to	outreach	list.	
	
Outreach	Lists:	See	links	shared	and	
analyze:	who	do	they	share	most?	
	
Top	Authors:	Search	by	topic	or	domain	
to	see	authors	with	most	social	impact	
from	blog	posts:	Ar3cles,	Average	
Shares,	Total	Shares,	View	Top	Posts	
	TopRank	Marke3ng	is	a	BuzzSumo	client
@toprank	 @leeodden	
Keyhole.co
Track	Event	Hashtag,	@account,	
keyword:	Graphical	trend	of	posts,	
users,	reach	&	impressions	from	Twijer	
&	Instagram.	
	
See	Top	Posts:	Wordcloud	hashtags	&	
keywords	
	
List	Top	Influencers:	Sort	by	Posts,	
Engagement,	Followers,	Impressions,	
Overall	Exposure.	
	
Top	Domains	&	Media:	View	most	
shared	domains,	pages	&	images.	
hjp://tprk.us/rea3mempb2b
@toprank	 @leeodden	
Brandwatch - Audiences
Search	TwiYer	Bios	or	Content:		Find	
Authors:	Influencer	Score,	Followers	/
Following,	Profession,	Interests,	
Common	Keywords	
	
Trending:	Last	24	hours	top	images,	
hashtags,	stories	
	
Segmenta/on:	Visualize	how	your	
audience	is	segmented	into	
communi3es	based	on	interac3ons.	
TopRank	Marke3ng	receives	access	to	Brandwatch
@toprank	 @leeodden	
Influencer Marketing Marketplaces
@intellifluence	 @SWAY_Marke3ng	 @fango_me	 @webfluen3_al	
@tapfluence	 @Collec3veBias	 @Crowdtap	 @grapevinelogic	
Brand/Agency	
Influencers	
Marketplace	
twijer.com/winfluencermktg/lists/influencer-marketplaces
@toprank	 @leeodden	
webfluential.com
Create	Campaign	Brief:	Describe	your	
brand	and	define	project.	
	
Search	for	Influencers:	Global	
marketplace	of	influencers	–	search	by	
market,	category,	age.		
	
Campaign	Management:	Twijer,	
Facebook	and	Blog	focused	–	budget,	
workflow,	assignments,	3meline	and	
tracking.	
	
Repor/ng:	Summary,	channel	data,	
reach	and	engagement	data.
@toprank	 @leeodden	
tapinfluence.com
Search	Marketplace	by	Audience	
Criteria:	See	list	of	matching	influencers,	
audience	data,	reach,	CPE	and	pricing.	
	
Manage	Influencer	Programs:	
Coordinate	content	calendar,	crea3on,	
review/approval,	scheduling	and	
promo3on.	
	
Analy/cs:	Assign	media	values	to	
determine	program	ROI.	Reach,	views,	
engagement.
@toprank	 @leeodden	
Influencer Marketing Platforms
@traackr	 @scribblelive	 @onaly3ca	 @grouphigh	
@getLijleBird	 @ShelfInc	 @MavrckCo	 @Markerly	
twijer.com/winfluencermktg/lists/influencer-mktg-plaporms/	
Brand/Agency	
Influencers	
Mutual	Goals
@toprank	 @leeodden	
getlittlebird.com
Iden/fy	TwiYer	Networks:	Use	topics,	
hashtags,	keywords	or	import	a	list	to	
analyze	for	topics	and	trends.	
	
List,	Evaluate	and	Qualify	Influencers:	
Iden3fy	influencers	and	companies,	
review	reach	and	relevance.	
	
Monitor	Influencer	Content:	Track	
influencer	community	content	and	
share	from	the	plaporm.	
	
Review	Performance:	Twijer	network	
and	engagement.
@toprank	 @leeodden	
grouphigh.com
Find	Influen/al	Bloggers:	Import	or	use	
the	blog	search	engine	to	find	and	site	
research	tools	to	evaluate	blog	partners.	
	
Influencer	CRM:	Manage	rela3onships	
with	folders,	contacts,	lists,	segments,	
filtering	and	content	ra3ngs.	
	
Track	Social	Data:	Collect	data	on	posts,	
Tweets,	Instagram	posts,	and	YouTube.	
	
Repor/ng:	Traffic,	post	social	
engagement,	impressions	and	Google	
Analy3cs	integra3on.
@toprank	 @leeodden	
traackr.com
Research	Influencers:	Global	search	of	
profiles	or	content.	Or	upload	influencers.	
	
Influencer	Rela/onship	Management:	
Rank	influencers,	sort	by	relevance,	
resonance,	reach	and	audience.	Track	
content	for	influencers	or	specific	projects.	
	
Ac/vity	and	Engagement:	Monitor	
influencer	content	and	engage	from	the	
plaporm.	Visualize	network	rela3onships.	
	
Measure	&	Report:	Track	influencer	
rela3onships,	report	brand	men3ons,	
influencer	engagement	&	impact.	
TopRank	Marke3ng	receives	access	to	Traackr
What	About	
Process?
@toprank	 @leeodden	
6 Steps to B2B Influencer Content Hotness
① 	Pick	Topics	&	Build	the	Content	Plan	
② 	Iden3fy,	Qualify	&	Recruit	Influencers	
③ 	Collect,	Co-Create	&	Publish	Content	
④ 	Inspire	Content	Promo3on	
⑤ 	Measure,	Report	&	Repurpose		
⑥ 	Evolve	the	Influencer	Rela3onship
@toprank	 @leeodden	
1. Pick Topics & Build the Content Plan
What	theme	or	topic	are	you	promo3ng	for	your	brand/product?	
Map	topics	to	
your	content	plan	
and	where	it	
makes	sense	to	
include	social	
influencers.
@toprank	 @leeodden	
2. Identify, Qualify & Recruit Influencers
Brainstorm	with	
your	execu3ves,	
sales	&	PR	
	
Use	an	influencer	
search	engine	
(BuzzSumo,	
FollowerWonk)	
	
Import	to	an	
influencer	plaporm	
(like	Traackr)	
	
1.	Match	your	topics	
with	influencers	
talking	about	them.	
2.	Follow,	comment,	
reply,	like,	favorite.	
3.	Find	common		
Interests	and	invite	
co-crea3on.
@toprank	 @leeodden	
“Pitch” Email Example
•  Personalize	
•  Establish	credibility	and	context	
•  Be	succinct,	get	to	the	point	
•  Tap	into	ego,	aspira3on	
•  Show	how	easy	it	is	
•  Illustrate	substan3al	benefits	
•  Share	opportunity	and	CTA
@toprank	 @leeodden	
3. Collect, Co-Create & Publish Content
@toprank	 @leeodden	
Content Collaboration Scenarios
Brand	Created:	
Quotes	
Social	Content/Shares	
Short	Interview	
Long	Interview	
Blog	Posts,	Ebooks	
Video/Visual	Content	
Events	
Contributed	Ar3cles	
Contests	
	
Influencer	
Created:	
Social	Content/Shares	
Product	Reviews	
Blog	Posts	
Videos/Visual	Content	
Event	Presenta3ons	
Webinars	
Endorsements	
	
Co-Created:	
Twijer	Chats	
Event	Panel/
Presenta3on	
Webinar	
eBooks/SlideShare	
Videos/Visual	
Content
@toprank	 @leeodden	
“Ask” Email Example
•  Show	the	specialness	of	the		
opportunity	
•  Explain	succinctly	what	to	do	
•  Create	sense	of	urgency	
•  Provide	an	example,	template	
and	3meline	
•  Provide	a	CTA	
•  Offer	to	help
@toprank	 @leeodden	
4. Inspire Content Promotion
•  Promote	on	social	
•  Email	distribu3on	
•  Cross	post	
•  Op3mize	for	keywords	
•  Inspire	influencers
@toprank	 @leeodden	
Ingredients: Extended Content & Reach
@toprank	 @leeodden	
Make Sharing Easy
Pre-wriYen	short	messages	for	social	shares	 Embed	code	to	include	ebook	in	a	blog	post
@toprank	 @leeodden	
5. Measure, Report & Repurpose
Convert	
Reach	
Search	Visibility	
Social	Network	Visibility	
Influencer	Promo,on	
Views	&	Impressions	
Traffic		
Content	Distribu3on	
Media	&	Blog	Placements	
Brand	+	Affinity	
Brand	Sen3ment	
Content	Consump/on	
Page	Views	
Click	Through	Rate	
Influencer	Interac,on	
Social	Network	Size	
Social	Interac3ons	
Content	Interac3ons	
Comments,	Shares	
Time	on	Site,	Content	
Paths	Through	Site	
	
Form	Data	Captured	
Newslejer	Subscrip3ons	
Demo	&	Trial	Requests	
New	Influencers		
Contact	Us	
Orders	
- Order	Volume	
- Order	Frequency	
- Length	of	Sales	Cycle	
- Revenue	Per	Order	
Engage	AYract
@toprank	 @leeodden	
Influencer Relationship Management
Influencer	Rela3onship	Funnel	Brand	Men3ons,	SOV	
Top	Impacters,	Engagers	
Influencer	Marke3ng	Plaporm:	Traackr	–	A	TopRank	Marke3ng	client
@toprank	 @leeodden	
Repurpose Influencer Content
Long	Format	
Blog	Post	
Infographics	
Industry	Ar3cle	
Micro-Content	Small	Format	
Contribu3ons
@toprank	 @leeodden	
6. Evolve the Influencer Relationship
Romance!		
•  Follow	and	monitor	on	social	
channels	
•  Listen	for	opportuni3es	to	be	
thoughpul	
•  Reach	out	with	opportuni3es	
•  Send	consultants	referrals	
•  Engage	in	small	projects	
•  Engage	in	larger	projects	
•  Partner,	hire,	acquire
@toprank	 @leeodden	
Deluxe Influ-romance with Robert Herjavec
Shark	Tank’s	Robert	Herjavec	&		
Deluxe	Chief	Brand	Officer,	Amanda	Brinkman	
With	Winner,	Nice	Spice	of	Minneapolis
@toprank	 @leeodden	
If	you	want	your	B2B	
content	to	be	great,	ask	
influencers	to	par/cipate!
@leeodden
@toprank	 @leeodden	
Takeaways
1.
2.
3.
Ac/vate:	Iden3fy	an	Influencer	Marke3ng	plaporm	and	start	
researching	and	engaging	influences	BEFORE	you	need	them.	
Co-Create:	Do	your	homework!	Be	relevant	in	your	ask,	
personalize	and	lead	with	“What’s	in	it	for	the	influencer”	first.	
Amplify:	Make	it	easy	and	compelling	for	influencers	to	share	
the	amazing	content	you	created	together.	Everybody	wins!
@toprank	 @leeodden	
Thank You
Lee	Odden	
lee@toprankmarke3ng.com	
TopRankMarke3ng.com	
Marke3ngBlog.com	
Learn	More!	
Free	Download:	
hYp://tprk.us/winfluencer25

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