SPEAKER: Lee Odden of TopRank Marketing http://b2bmarketing.exchange

1. #B2BMX
Influence 2.0
Top Trends & Best Practices
for B2B Marketers
@Lee Odden, CEO
TopRankMarketing.com

2. About Lee & TopRank Marketing – We are B2B!
Content – Influence – SEO – Social – Advertising - Analytics

3. @leeodden #B2BMX
B2B Content Marketing goals
Attract
Engage
Convert
Retain
Advocate

4. @leeodden #B2BMX
But there are obstacles
Ad Blocking
Information overload
Distrust of
brand content
Self directed, more
information
Brand-centric,
“salesy” content
Limited content resources
Short term campaigns
ReactiveB2B
Buyer
B2B
Brand

5. @leeodden #B2BMX
Many are turning to Influencer Marketing

6. @leeodden #B2BMX
Does this kind of B2B campaign look familiar?
Topic: Customer Experience
Pain: Solve Top CX Challenges
Theme: Horror Stories
Influencers: CX Experts
Strategy: Co-create a useful CX
resource with experts for credibility,
authenticity, raw content, & reach.
Approach: Influencer ebook
integrated with brand case studies,
provide influencers social shares to
promote gated download/nurture.
Reported Results:
• Improved organic search
• 600 MQLs
What role did
influence play?

7. What is Influence?
Have you really considered, what is
The ability to affect action.
?

8. Influence is not
Popularity
Self anointed
Advertising
One way
Static

9. #B2BMX
“Influencer Marketing develops
relationships with internal and
industry experts with active networks
to co-create content that helps drive
measurable business goals.”
@leeodden

10. @leeodden #B2BMX
Many B2B Influencer Engagement Opportunities
 Product Launch
 Event Promotion
 Brand Awareness
 Product Adoption
 Community Building
 Crisis Management
 Partnerships
 Content Creation
 Publicity / PR / Media
 Talent Acquisition
 Product Development
 Competitive Analysis
 Lead Generation
 Advocacy & Referrals
 Customer Success
 Indirect Sales

11. @leeodden #B2BMX
B2B
Buyer
B2B
Brand
Influencer Relations helps solve content challenges
Ad Blocking
Information overload
Distrust of
brand content
Self directed buyers
Reactive
Brand-centric,
“salesy” content
Limited content resources
Short term
campaigns
B2B
Buyer
B2B
Brand
82% Buyers Follow
Recommendations
of Experts &
Influencers
Source: Dr. Jonah Berger, Wharton School
Ongoing IM
Programs Deliver
Quality, Scale,
Reach & Impact.

12. @leeodden #B2BMX
But marketers keep doing these things...

13. @leeodden #B2BMX
 How mature are companies with their
influencer marketing?
 How are companies allocating budget?
 What are the differences in B2B vs. B2C?
 What are the top goals for influencer
marketing?
 Where does IM have the greatest impact?
 Why do so many influencer programs fail?
 Why do influencer programs succeed?
 How much is IM integrated with other
marketing?
We decided to do some research

14. @leeodden #B2BMX
Influence 2.0: The Future of Influencer Marketing
Enterprise Audience:
• Microsoft, Amex, 3M, Amazon, Adobe
• 48% Companies 10,000+
• 81% Directors or higher
Topics Covered:
Trends, budgets, maturity, strategy, tactics
case studies, influencers (of course), CX,
digital transformation, future direction and
an Influence 2.0 framework.

15. @leeodden #B2BMX
Insight: B2B is behind B2C
55% B2C
Ongoing / Integrated
15% B2B
Ongoing / Integrated
49% B2B
Experimenting
Source: Influence 2.0

16. @leeodden #B2BMX
Insight: Influencer Marketing is underfunded
10%
Budget Allocated
50%
< $100k Annually
55%
Increase Spend
Source: Influence 2.0: The Future of Influencer Marketing – Altimeter, Traackr, TopRank Marketing

17. @leeodden #B2BMX
Best Practice: Fund Ongoing and Integrated Programs
Consultant
B2B Brand
Author
Speaker
Trainer
Consultant
Marketing
Public Relations
Social / Community
Customer Support

18. @leeodden #B2BMX
Insight: Top Goals for Influencer Marketing
Source: Influence 2.0: The Future of Influencer Marketing – Altimeter, Traackr, TopRank Marketing

19. @leeodden #B2BMX
Best Practice: Align Brand & Influencer Goals
Content
Awareness
Traffic
Leads
Sales
Relationships
Exposure
Peer recognition
Credibility
Money
Content
Relationships

20. @leeodden #B2BMX
Insight: Top Areas Impacted by Influencer Marketing
80% of marketers
rate content marketing
as most impacted by
influencer marketing.

21. @leeodden #B2BMX
Best Practice: Reach Goals with Influencer Content
Source: Influence 2.0: The Future of Influencer Marketing
Altimeter, Traackr, TopRank Marketing

22. @leeodden #B2BMX
“Focus on a long-term approach rooted in a two-
way dialogue. It’s often the phases between
campaigns and events that allow you to have in-
depth conversations, get valuable feedback and
really gain a deeper understanding around what
matters to your influencers. Investing this time
and valuable resources builds credibility. This
credibility and trust with an influencer is key to
ongoing success.”
Expert: Focus long-term, build credibility and trust
Amanda Duncan
Senior Communications Manager
Influencer Relations, Microsoft

23. In Action: 3 B2B Influencer Engagement Scenarios
Short form quotes,
tips or insight from
individual influencers
added to brand
content assets.
Longer form content
contributed by individual
influencers often as
part of a larger
campaign.
Dedicated group of
influencers that contribute
a variety of short and long
form content for brand
communications.
Microcontent Campaigns Community

24. B2B Influencer Engagement: Microcontent
Quotes in editorial:Tips in blog posts:Lists:

25. Influencer Romance with Microcontent
List: Tips in blog posts: Critical interview:

26. Speaking of Influencer Lists: SEO Love

27. In Action: 3 B2B Influencer Engagement Scenarios
Short form quotes,
tips or insight from
individual influencers
added to brand
content assets.
Longer form content
contributed by individual
influencers often as
part of a larger
campaign.
Dedicated group of
influencers that contribute
a variety of short and long
form content for brand
communications.
Microcontent Campaigns Community

28. B2B Influencer Engagement: Campaigns
6,000+ Social
Shares

29. B2B Influencer Engagement: Campaigns
eBook Paired Major Brands
and Industry Influencers
Activate
Brands
Citrix
Cisco
Cleveland Clinic
SAP
Microsoft
LinkedIn
Workfront
Dell
Oracle
HubSpot
Marriott
Salesforce
Influencer Marketing
In Real Life Activate
Influencers
Robert Rose
Michael Brenner
Andrew Davis
Ann Handley
Ian Cleary
Carlos Hidalgo
Lee Odden
Pierre-Loic Assayag
Pam Didner
Carlos Gil
Joe Pulizzi
Jay Baer

30. Real Life Interaction + Digital = The Win
eBook, Interviews, Social
Online + Offline
Co-Create Amplify
Interview:
Email
Phone
In-Person
Event at CMWorld
Photographer
Account Manager
Content Manager
Designers
Copywriters
Preview
Launch
Prewritten shares
Blog posts
Brand social
Influencer social
“Influencer Marketing in
Real Life”
Source: Traackr
Beat benchmark
by 1,883%50% Created
by Influencers

31. In Action: 3 B2B Influencer Engagement Scenarios
Short form quotes,
tips or insight from
individual influencers
added to brand
content assets.
Longer form content
contributed by individual
influencers often as
part of a larger
campaign.
Dedicated group of
influencers that contribute
a variety of short and long
form content for brand
communications.
Microcontent Campaigns Community

32. B2B Influencer Engagement: Community

33. @leeodden #B2BMX
A Word About Influencer ROI
Image: Becky Carpenter / Traackr
Influencer Relationship Management Influencer Effectiveness
Image: Traackr

34. @leeodden #B2BMX
Content is the Conduit to Influencer Marketing ROI
Convert
Reach
Search Visibility
Social Network Visibility
Views & Impressions
Traffic
Content Distribution
Media & Blog Placements
Brand + Affinity
Brand Sentiment
Content Consumption
Page Views
Click Through Rate
Social Network Size
Social Interactions
Content Interactions
Comments, Shares
Time on Site, Content
Paths Through Site
Form Data Captured
Newsletter Subscriptions
Demo & Trial Requests
Contact Us
Orders
- Order Volume
- Order Frequency
- Length of Sales Cycle
- Revenue Per Order
EngageAttract

35. @leeodden #B2BMX
Identify
Qualify
Recruit
ManageEngage
Measure
Optimize
Influencer Marketing Tools & Platforms

36. @leeodden #B2BMX
Influencer Marketing Technology
@keyholeco @BuzzSumo @followerwonk @Nimble
Specialty Tools:
@tapfluence @CollectiveBias @Crowdtap @grapevinelogic
Marketplaces:
Specialty Tools
@traackr @getLittleBird @grouphigh @onalytica
IRM Platforms:

37. @leeodden #B2BMX
Creating an IM 2.0 Framework – 10 Steps
1. Start with Outcomes
2. Align IM with CX Efforts
3. Map Customer Journey for IM
4. Uncover Customer Questions
5. Q/A Dynamic: Discover, Consume, Action
6. Know Who Your Influencers Are
7. Talk to Your Customers
8. Use an IRM Tool to Scale
9. Develop a IR/IM Content Strategy
10. Measure for Engagement, Impact, Growth

38. @leeodden #B2BMX
 Integrated: 5% today, 57% by 2020.
 Ongoing: Always on programs create momentum, scale.
 IRM Platforms: Necessary for scale. Soon hook into content, social, search,
paid, CRM, ABM, cognitive and analytics.
 Paid vs. Organic: Collaborate for mutual value, pay for consulting & work
product. B2B influencer marketplaces are coming.
 Who is Influential? Influencers are ingredients in your marketing recipe.
Micro-influencers will take on greater importance.
Future Directions for B2B Influencer Relations

39. @leeodden #B2BMX
Thank You! Download:
http://tprk.us/im2b2bmx
Statistics, Strategy, Case
Studies, IM 2.0 Framework
Lee Odden
lee@toprankmarketing.com
TopRankMarketing.com
MarketingBlog.com

40. #B2BMX