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The Business of Influence - B2B Influencer Marketing eBook

  1. The Business of Influence Formulas for Success from Top B2B Brands
  2. B2BForum 2018 Panel The Confluence Equation How Content & Influence Drive B2B Marketing Success Dr. Konstanze Alex-Brown Head of Corporate Influencer Relations Dell @Konstanze Amisha Gandhi Vice President Influencer Marketing SAP Ariba @AmishaGandhi Luciana Moran SVP Content & Digital Dun & Bradstreet @lucymoran
  3. Moderator: Lee Odden, TopRank Marketing Lee Odden CEO, TopRank Marketing Specialists in B2B Content & Influencer Marketing
  4. The State of B2B Influencer Marketing
  5. 50% of B2B marketers say producing content consistently is a top challenge. CMI/MarketingProfs
  6. Interest in Influence is High
  7. 65% of multinational brands will increase IM spending next 12 months World Federation of Advertisers $10 Billion next 5 years - up from $5 billion Source: Mediakix
  8. B2B is Still Behind with Influencer Marketing 24% 10% B2B Brands Experimenting B2C Brands Experimenting
  9. Experiment *Early testing *Warm influencers *Evaluate tech *Developing skills *One off projects *Marketing focus Process * Tactical * Recruit influencers * Tool investment * Campaign based * Transactional * Reach metrics * Maturing skills * Output metrics Relationships * Strategic * Influencer personas * Developed programs * Relationship based * Influencer community * Platform investment * Paid and organic * Multi-departmental * Engagement metrics Authority * CXO sponsorship * Always on engagement * Active brand advocacy * Platform maturity * Advanced skills * Cross functional * Internal influencers * Dominant SOV * ROI metrics Integration * Marketing integration * Platform integration * Process integration * Influencer ecosystem * Employees engage * Advanced skills * End to end metrics Source: TopRank Marketing Organizational Maturity – B2B Influencer Marketing
  10. What Makes a B2B Influencer? What is B2B Influencer Marketing?
  11. Prolific Proficient Personable Persuasive Popular The 5 P’s of Being a Great B2B Influencer Influence is the ability to affect action.
  12. “Influencer Marketing activates internal and industry experts with engaged networks to co-create content of mutual value and achieve measurable business goals.” B2B Influencer Marketing Defined
  13. B2B Buyers Want Credible Content Sources 78% of B2B buyers place a higher emphasis on trust-worthiness of content source. 2018 Content Preferences Report – DGR 65% have a higher preference for credible content from industry influencers. 2018 Content Preferences Report
  14. Influence Solves B2B Content Marketing Challenges 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 infotaining utility Showcase customers & success Testimonials Create incentives for referrals
  15. Content & Influence Success Formula: Relationships Activate Understand customer & influencer goals Co-Create Engage influencers to collaborate Amplify Inspire promotion
  16. Luciana Moran Senior Vice President Digital Demand Generation Dun & Bradstreet @lucymoran
  17. Amisha Gandhi Vice President Influencer Marketing SAP Ariba @amishagandhi
  18. Dr Konstanze Alex-Brown Head of Corporate Influencer Relations Dell @Konstanze
  19. What brought you to the world of Influencer Marketing?
  20. Lucy Moran @lucymoran I began to get more involved in Influencer Marketing as the scope of my role at Dun & Bradstreet grew to include Content Marketing. I had been exposed to the great Influencer programs that Konnie and others at Dell managed while I was working for Dell, but did not have any direct involvement. However, once I started working with our Content team, I saw Influencer Marketing as an opportunity to expand the reach of our perspectives outside of some of the more traditional tactics of organic search, social & paid media.
  21. Konstanze Alex @konstanze About 5 years ago I stepped into a new role in Social Media Marketing and one of my first projects had me investigate social selling experts for who understood the social media from a social business and sales perspective, specifically for a large global organization like Dell. One important aspect for us at the time was to educate our marketing leadership on social analytics and insights to help build programs for our marketing teams that would in turn lay the foundation for successful social selling programs and campaigns.
  22. How is influencer marketing positioned within your company?
  23. Amisha Gandhi @amishagandhi Influencer marketing sits within global marketing at Ariba under corporate marketing. Ours is somewhat of an unconventional model with an influencer marketing team comprised of analyst relations, third party communities, external business influencers, and advocacy. The advantage of this structure is that it allows us to bring communities of influence together to help drive real business outcomes across the entire customer journey.
  24. Konstanze Alex @konstanze At Dell, relationship building and maintenance with influencers, media, press and analysts is housed in corporate communications. We firmly believe that relationships based on trust, aligned values, independence of opinion and mutual value creation are key to successful collaboration between brands and influencers.
  25. Lucy Moran @lucymoran Influencer relationships are managed centrally thru our Comms or Content & Social teams. We partner with our individual lines of business to help guide our influencer strategy, but the programs are managed centrally. The benefit of this model is that those with the expertise in influencer marketing are responsible for the programs, and we are able to extend learnings across multiple LOBs rather than have those learnings exist in a silo.
  26. What tips can you share about being more effective about influencer identification, qualification and recruitment?
  27. Amisha Gandhi @amishagandhi Go beyond popularity metrics and social media following. Look at who influencers are engaging with, how many comments they receive and how long they’ve been engaging. Look at the conversations influencers are driving and take a deep dive across all their channels. Discover what they are writing about and where and if it fits with what you are doing and the audience you are trying to reach. When recruiting influencers, make sure it’s clear you’ve spent quality time getting to know what they care about and why they should care about you. Make it really clear what’s in it for them, not just what’s in it for you.
  28. Konstanze Alex @konstanze You have to invest time and due diligence to the identification process. A sophisticated influencer program doesn’t rely on a single identification method or one-time vetting process of to start and maintain a relationship with an influencer but rather develops a scorecard that gets constantly reviewed and, most importantly, evolves as this emerging field matures. At this point, we review strategy, methods, tactics and measurement on an ongoing basis.
  29. Lucy Moran @lucymoran If you are new to Influencer programs and don’t have deep subject matter expertise in-house, consider bringing in an agency to help. Once you have a program up & running, you can then either bring the work inside your organization or continue to partner with the agency. Another way to be more effective at influencer identification, qualification and recruitment is to ask your customers who they follow/read. They are your target audience and you want to be where they are.
  30. What characteristics make for a successful influencer / B2B brand relationship? @leeodden @konstanze @amishagandhi@lucymoran
  31. Amisha Gandhi @amishagandhi Companies should approach influencers as partners, not just as people that they can use for their marketing efforts and launches. Characteristics for a successful B2B brand relationship include: - Looking at creating value for both parties - Creating a long term relationship that is a two way street - Setting up influencers for success and arm them with knowledge before they walk into any kind of engagement - Arming your brand stakeholders with information so interactions are high value between the company and the influencers - Being clear with influencers on what you’re trying to achieve
  32. Lucy Moran @lucymoran The key here is a relationship - realize that in order to be successful, the work has to be mutually beneficial to both parties. For example, think about how your campaign or program can benefit the influencer – what can you do to help promote them, in addition to them promoting your brand? Also, be very clear up front on the goals of your Influencer program and what success looks like.
  33. What types of influencer marketing tools should be considered?
  34. Lucy Moran @lucymoran One of my favorite technologies that we use related to influencer marketing and increasing the exposure of our content is LinkedIn Elevate. It allows a group of content curators to share content relevant to different aspects of our business, and then employees can easily share out to their networks thru LinkedIn & Twitter.
  35. Amisha Gandhi @amishagandhi Some of our favorite tools are Traackr, Marketo & Sprinklr. •  Traackr is for influencer marketing •  Sprinklr is for scheduling and putting content out on social media networks •  Marketo is what can help you analyze the journey. These are all tools that can help you show the measurability of influencer marketing and to quantify the program.
  36. Please share a favorite B2B influencer marketing campaign
  37. Konstanze Alex @konstanze We developed an influencer hosted business podcast called Luminaries – talking to the brightest minds in tech where we focus on technology visionaries and the very human face of innovation. Our hosts are phenomenal digital storytellers and bring the outside-in view into every episode, every conversation with every guest with a deep commitment to and appreciation of our combined audiences.
  38. Lucy Moran @lucymoran We’ve done a series of videos with Michael Krigsman, host of CXO Talk, and some of the leaders in our marketing organization. Overall the content is super engaging – Michael is a great host – and leveraging the video format really drove a lot of strong success on our social channels.
  39. What advice can you share about measuring success with influencer marketing?
  40. Amisha Gandhi @amishagandhi When implementing an influencer marketing campaign understand the business outcome you are helping to achieve. Then put the metrics you want to track in a dashboard. For example, with a campaign that involves an eBook, your metrics might include social media shares, social impressions to see how it was promoted by influencers, views or downloads. With the right tagging you can see how much touch the asset had. If you have Marketo you can see when people come to the asset and where they go after, which helps inform your customer journey and how the influencer marketing pieces are working within your entire marketing landscape.
  41. Lucy Moran @lucymoran Establish your goals up-front. Don’t go into a campaign or program looking to start an Influencer program because it sounds interesting or it seems like something you “should” be doing. Know what KPIs you want to impact, and what KPIs you actually can impact.
  42. How do you think influencer marketing will have evolved in the next year or two?
  43. Lucy Moran @lucymoran I think Influencer Marketing will grow in importance for brands as they look to explore how to continue to round out their strategies & tactics to meet their marketing goals. Especially with the continued & growing concern around fake news & content, as well as ad fraud & transparency, aligning your brand with credible & trusted thought leaders will be more and more important. I think we will see more technologies that will allow brands to better find new influencer relationships, which seems to be more prevalent for B2C than B2B.
  44. Konstanze Alex @konstanze We will leverage new technologies such as AI for increasingly nuanced influencer identification, especially for micro targeting of audiences. We will use intelligent tools to find new ways of measuring results and new roles will have been defined within an influencer marketing team. But successful programs will continue to lead from a human perspective and understand that technology remains only a tool for humans to achieve progress.
  45. Amisha Gandhi @amishagandhi I think influencer marketers will start to look beyond influencer relations. Today you see a lot of influencers at events and I think in the next few years you’ll see a lot more influencers during the demand cycle and involved with more content and activities deeper in the sales funnel. There is also a growing importance around micro-influencers in industries where macro influencers are covering wide ranging topics like artificial intelligence. There will be more micro-influencers involved with industry specific content (i.e. AI within manufacturing). Influencer marketing will be seen more as a strategic function if you can stretch it across the customer journey.
  46. How is influencer marketing different for B2B than B2C?
  47. Konstanze Alex @konstanze B2C influencer marketing, in general, is focused on capturing the attention of large online consumer audiences whereas B2B influencer marketing is a long-term relationship business in which trust and mutual value creation are built over time. B2B influencer marketing focuses on both, online and offline engagements with more targeted decision maker audiences. In B2B influencer marketing it is not the audience size of an influencer but the trust level an influencer has built with his/her audience that matters, especially when it comes to high value purchase decisions and long-term commitments a customer makes with a brand.
  48. Lucy Moran @lucymoran Strong Influencer programs should be grounded in the same core principles, regardless of audience. On the B2B side, influencers have to be true subject matter experts in their category. You want to ensure you align your brand with someone with the right following, but also someone who truly understands your business & can education your audience on the value of your solutions. On the B2C side, influencer marketing is largely based on who is using a product and finding a celebrity to endorse you can easily deliver success.
  49. What are 2-3 of the main benefits of collaborating with influencers for B2B companies?
  50. Lucy Moran @lucymoran 1. Exposing your message to a new or different audience than you are currently reaching today, especially thru your website or other organic channels 2. Adding credibility to your message by partnering with a trusted voice in the industry
  51. Konstanze Alex @konstanze Working with B2B influencers allows our brand to have a constant pulse check with purchase decision makers. Informed influencers who share our vision of the future based on their own experience and expertise provide for independent, third party validation. Strategic partnerships with influencers provide for an outside in view when creating content for our customers. We need to constantly ensure that, as a brand, we don’t start talking to ourselves, but keep a keen focus on the evolving challenges our customers have and on language they use to express these challenges.
  52. B2B Influencer Marketing Series
  53. Tap into the power of industry experts with active networks your brand wants to engage. Collaborating with influencers on content builds engagement with experts your customers trust and creates useful information to attract, engage and convert more leads and sales. Contact TopRank Marketing about how an influencer content program help your B2B company improve content quality, reach and effectiveness.