#B2BMX

Influence 2.0 Top Trends & Best Practices

for B2B Marketers@Lee Odden, CEO

TopRankMarketing.com

About Lee & TopRank Marketing – We are B2B!

Content – Influence – SEO – Social – Advertising - Analytics

@leeodden #B2BMX

B2B Content Marketing goals

Attract

Engage

ConvertRetain

Advocate

@leeodden #B2BMX

But there are obstacles

Ad Blocking

Information overload

Distrust of brand content

Self directed, moreinformation

Brand-centric,“salesy” content

Limited content resources

Short term campaigns

ReactiveB2B Buyer

B2BBrand

@leeodden #B2BMX

Many are turning to Influencer Marketing

@leeodden #B2BMX

Does this kind of B2B campaign look familiar?Topic: Customer ExperiencePain: Solve Top CX ChallengesTheme: Horror StoriesInfluencers: CX ExpertsStrategy: 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?

What is Influence?Have you really considered, what is

The ability to affect action.

?

Influence is not

PopularitySelf anointedAdvertisingOne wayStatic

#B2BMX

“Influencer Marketing develops relationships with internal and

industry experts with active networks to co-create content that helps drive

measurable business goals.”@leeodden

@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

@leeodden #B2BMX

B2B Buyer

B2BBrand

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

B2BBrand

82% Buyers Follow Recommendations

of Experts & Influencers

Source: Dr. Jonah Berger, Wharton School

Ongoing IM Programs Deliver

Quality, Scale, Reach & Impact.

@leeodden #B2BMX

But marketers keep doing these things...

Focus on the famous

Transactional approach

One-off collaboration

Treat IM as advertising

Measure AVE or social only

@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

@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, tacticscase studies, influencers (of course), CX, digital transformation, future direction and an Influence 2.0 framework.

@leeodden #B2BMX

Insight: B2B is behind B2C

55% B2C Ongoing / Integrated

15% B2B Ongoing / Integrated

49% B2BExperimenting

Source: Influence 2.0

@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

@leeodden #B2BMX

Best Practice: Fund Ongoing and Integrated Programs

Consultant

B2B Brand

Author

Speaker

Trainer

Consultant

Marketing

Public Relations

Social / Community

Customer Support

@leeodden #B2BMX

Insight: Top Goals for Influencer Marketing

Source: Influence 2.0: The Future of Influencer Marketing – Altimeter, Traackr, TopRank Marketing

@leeodden #B2BMX

Best Practice: Align Brand & Influencer Goals

ContentAwarenessTrafficLeadsSalesRelationships

ExposurePeer recognitionCredibilityMoneyContentRelationships

@leeodden #B2BMX

Insight: Top Areas Impacted by Influencer Marketing

80% of marketers rate content marketing as most impacted by influencer marketing.

@leeodden #B2BMX

Best Practice: Reach Goals with Influencer Content

Source: Influence 2.0: The Future of Influencer MarketingAltimeter, Traackr, TopRank Marketing

@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 DuncanSenior Communications ManagerInfluencer Relations, Microsoft

In Action: 3 B2B Influencer Engagement Scenarios

Short form quotes, tips or insight from individual influencersadded to brand content assets.

Longer form content contributed by individualinfluencers often aspart of a larger campaign.

Dedicated group of influencers that contributea variety of short and longform content for brandcommunications.

Microcontent Campaigns Community

B2B Influencer Engagement: Microcontent

Quotes in editorial:Tips in blog posts:Lists:

Influencer Romance with MicrocontentList: Tips in blog posts: Critical interview:

Speaking of Influencer Lists: SEO Love

In Action: 3 B2B Influencer Engagement Scenarios

Short form quotes, tips or insight from individual influencersadded to brand content assets.

Longer form content contributed by individualinfluencers often aspart of a larger campaign.

Dedicated group of influencers that contributea variety of short and longform content for brandcommunications.

Microcontent Campaigns Community

B2B Influencer Engagement: Campaigns

6,000+ Social Shares

B2B Influencer Engagement: Campaigns

eBook Paired Major Brandsand Industry Influencers

ActivateBrands

CitrixCiscoCleveland ClinicSAPMicrosoftLinkedInWorkfrontDellOracleHubSpotMarriottSalesforce

Influencer Marketing In Real Life Activate

InfluencersRobert Rose

Michael BrennerAndrew DavisAnn Handley

Ian ClearyCarlos Hidalgo

Lee OddenPierre-Loic Assayag

Pam DidnerCarlos Gil

Joe PulizziJay Baer

Real Life Interaction + Digital = The Win

eBook, Interviews, SocialOnline + Offline

Co-Create AmplifyInterview: EmailPhoneIn-Person

Event at CMWorldPhotographer

Account ManagerContent ManagerDesignersCopywriters

PreviewLaunchPrewritten sharesBlog postsBrand socialInfluencer social

“Influencer Marketing in Real Life”

Source: Traackr

Beat benchmark by 1,883%50% Created

by Influencers

In Action: 3 B2B Influencer Engagement Scenarios

Short form quotes, tips or insight from individual influencersadded to brand content assets.

Longer form content contributed by individualinfluencers often aspart of a larger campaign.

Dedicated group of influencers that contributea variety of short and longform content for brandcommunications.

Microcontent Campaigns Community

B2B Influencer Engagement: Community

@leeodden #B2BMX

A Word About Influencer ROI

Image: Becky Carpenter / Traackr

Influencer Relationship Management Influencer Effectiveness

Image: Traackr

@leeodden #B2BMX

Content is the Conduit to Influencer Marketing ROI

ConvertReachSearch VisibilitySocial Network VisibilityViews & ImpressionsTraffic Content DistributionMedia & Blog PlacementsBrand + AffinityBrand Sentiment

Content ConsumptionPage ViewsClick Through RateSocial Network SizeSocial InteractionsContent InteractionsComments, SharesTime on Site, ContentPaths Through Site

Form Data CapturedNewsletter SubscriptionsDemo & Trial RequestsContact UsOrders- Order Volume- Order Frequency- Length of Sales Cycle- Revenue Per Order

EngageAttract

@leeodden #B2BMX

IdentifyQualify

Recruit

ManageEngage

Measure

Optimize

Influencer Marketing Tools & Platforms

@leeodden #B2BMX

Influencer Marketing Technology

@keyholeco @BuzzSumo @followerwonk @Nimble

Specialty Tools:

@tapfluence @CollectiveBias @Crowdtap @grapevinelogic

Marketplaces:

Specialty Tools

@traackr @getLittleBird @grouphigh @onalytica

IRM Platforms:

@leeodden #B2BMX

Creating an IM 2.0 Framework – 10 Steps1. Start with Outcomes2. Align IM with CX Efforts3. Map Customer Journey for IM4. Uncover Customer Questions5. Q/A Dynamic: Discover, Consume, Action6. Know Who Your Influencers Are7. Talk to Your Customers8. Use an IRM Tool to Scale9. Develop a IR/IM Content Strategy10. Measure for Engagement, Impact, Growth

@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

@leeodden #B2BMX

Thank You! Download:http://tprk.us/

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Statistics, Strategy, Case Studies, IM 2.0 Framework

Lee Oddenlee@toprankmarketing.comTopRankMarketing.comMarketingBlog.com

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