My presentation deck from Marketo's Marketing Nation 2014 Summit. Getting a list of key influencers in your industry is the easy part. But there's nuance to engaging & influencing those influencers that most companies miss or ignore. And the rules that have traditionally worked in the PR world for engaging journalists don't necessarily work with influencers, bloggers and others who use an entirely different set of rules for engagement. In this fast-paced, best practice-packed session, we explored specific strategies, tactics, tools, processes and other means of accelerating the depth, influence and ROI of your influencer marketing program. Attendees walked away with a blueprint to turn influencer marketing into one of your most leveraged marketing programs for 2014 and beyond.

1. Secrets to Successful Influencer Marketing
Matt Heinz
President, Heinz Marketing
@heinzmarketing

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Housekeeping
• Copy of this presentation
• Offers for you:
• 10 minute brainstorm
• Modern Marketer’s Field Guide
• Content Marketing Best Practices Guide
• Influencer Engagement Guide
• Bring me a business card (or send me an email) with
what you want
matt@heinzmarketing.com
@heinzmarketing

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This IS the new PR…
@heinzmarketing

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Last Slide First
• Give to get
• Have a pipeline mentality
• Build relationships
• Be patient
• Reciprocate & participate
• Measure
@heinzmarketing

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Objectives
• How will you measure success?
• Direct & indirect metrics
• Pipeline contribution
• Media replacement value
@heinzmarketing

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Who are influencers anyway?
• Bloggers
• Authors
• Community Leaders
• Speakers
• Peers
• Loud People
@heinzmarketing

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What makes them influential?
• Reach
• Respect
• Leverage
• Efficiency
• Action
@heinzmarketing

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How & where do you find them?
• Past event speakers
• Existing industry rankings
• Twitter lists
• Trade publication contributors
• Online community leaders
• Little Bird
@heinzmarketing

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Are you asking the right question?
• Not what you need from them…
• What do they need from you?
@heinzmarketing

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Eight ways to reach & engage
influencers in your industry
@heinzmarketing

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1. Give to get
@heinzmarketing

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2. Don’t assign them to your PR agency
@heinzmarketing

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3. Get to know their audience & focus areas
@heinzmarketing

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4. Give them a good story to tell
@heinzmarketing

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5. Make them look smart to their followers
@heinzmarketing

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6. Start your asks small
@heinzmarketing

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7. Get face time when possible
@heinzmarketing

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8. Ask for their feedback (but make it easy)
@heinzmarketing

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The ultimate influencer success story
@heinzmarketing

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How did they do it?
• Pre-existing relationships
• Authenticity in time & value
• Value by association
• Exposure & lead sharing
• Templates and support

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Other recent successful campaigns
• Lattice Engines - #MKTGNerd campaign
• Marketo Luminaries (from last year’s Summit)
• InsideView “Top 25 Sales Influencers” Awards
@heinzmarketing

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Last Slide Last
• Give to get
• Have a pipeline mentality
• Build relationships
• Be patient
• Reciprocate & participate
• Measure
@heinzmarketing

23. Thank You!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com