secrets of b2b content marketing success with influencers

@Uberflip @HanaAbaza @LeeOdden

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Lee Odden CEO, TopRank Marketing @leeodden

Hana Abaza VP Marketing, Uberflip @hanaabaza

Secrets of B2B Content Marketing Success with Influencers


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WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)


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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)


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Stick Around For a Demo


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About Lee & TopRank Marketing!

toprankmarketing.com! toprankblog.com!

B2B Content & Influencer Marketing Consultants!


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•  The State of B2B Content!•  Top Content Challenges!•  Influencer Marketing Opportunity!•  Attract, Engage, Convert!•  5 B2B Influencer Content Secrets!•  Best & Worst Practices!

Agenda


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The State of B2B Content

88% Business to Business

Content Marketing Content Marketing Institute / MarketingProfs!


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“82% of senior executives say content is a significant driver in their

buying decisions.”!!

Demand Gen Report!


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Advertorial & Native Advertising!Blogging !Case Studies !Crowdsourced Content!Content Curation !Digital Newsletters !Earned Media (PR) !eBooks !Email Marketing !Gamification !Influencer Content !Infographics !Interactive Tools !Microsites !Mobile Applications !

Mobile Content !News Releases !Online Magazines & Apps!Podcasts !Print Magazines !Print Newsletters !Real-Time Video !Real-World Events !Research & Surveys !Social Content !Traditional Media !Video Content!Virtual Conferences !Webinars!White Papers !


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B2B Content Challenges!

@UberFlip @HanaAbaza @LeeOdden #uberwebinar

Content Overload? 2.5 QBs / Day!

90% past 2 years!

IBM!

74GB media / day!

USC / ICTM!

Photo: Shutterstock!


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Standing Out is Tough!

Engaging Content!

Consistent Content!

Variety of Content!


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Source: Banksy via reddit / vancouver!

Most Content Isn’t Used, Seen or Shared!


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Buyers Are Saying No to Ads!

41% - Growth in Ad Blocking!

198 Million Ad Block Users Worldwide!

64% never open B2B emails!

Adobe PageFair Ad Blocking Report!

iris B2B Participation Survey!



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Buyers Trust Experts & Influencers!

85% Consumers seek out!trusted expert content!when considering a !purchase!

Expert Over Branded Content:!88% Lift in Brand Familiarity!50% Lift in Brand Affinity!38% Lift in Purchase Intent!


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Self Directed Buyers Rely on Peers/Community !

of the B2B buyer’s journey is complete before a buyer ever

reaches out to sales.!

70% Source: Pardot


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Influencer Marketing Opportunity!


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“Influencer Marketing is the practice of engaging internal and industry experts with

active networks to help achieve !measurable business goals.”!

!@TopRank!



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90% of consumers trust peer recommendations. !Only 33% trust ads. Nielsen!

75% of professionals consider their influencer engagement effective for lead generation. Augure !

$6.85 for every $1 spent: The average media value earned by brands implementing influencer marketing. Burst Media aka RhythmOne!

59% of marketers are planning to increase their influencer marketing budgets in the next year. Tomoson!



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51% Better Quality Customers!Most Cost Effective!

Fastest Growing Acquisition Tactic!


Our B2B Influencer Content Evolution!

1 Influencer Asset!40,000 Views!413 Downloads!6,000 Shares!100’s Referrals!20 New Influencers!

4 Influencer Assets!218,971 Views!15,000+ Shares!4,023 Downloads!1,040 Leads!100’s Referrals!

Cumulative: 10 Projects!1 Million+ Views!50+ Influencer Assets!140 New Influencers!(50 CMO/VPs)!Leads & Revenue++!


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Attract Engage Convert!


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Attract Engage Convert

Discover!

Consume!

Act!

B2B Buyer Solution Journey!



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B2B Content Accountability!

Convert Reach!Search Visibility!Social Network Visibility!Influencer Promotion!Views & Impressions!Traffic !Content Distribution!Media & Blog Placements!Brand + Affinity!Brand Sentiment!

Content Consumption!Page Views!Click Through Rate!Influencer Interaction!Social Network Size!Social Interactions!Content Interactions!Comments, Shares!Time on Site, Content!Paths Through Site!!

Form Data Captured!Newsletter Subscriptions!Demo & Trial Requests!New Influencers !Contact Us!Orders!- Order Volume!- Order Frequency!- Length of Sales Cycle!- Revenue Per Order!

Engage Attract


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B2B Influencer Content Framework!

1. Define Goals!2. Pick Topics, Content!3. Identify, Qualify & Recruit !4. Collect & Co-Create Content!5. Inspire Promotion!6. Performance Feedback!7. Maintain Relationships!

Convert

Engage

Attract


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5 B2B Influencer Marketing Secrets !


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Secret 1: Famous is Not Your Only Target!

Social Savvy Influencers!Industry Experts!

Brand Executives!Internal SMEs & Employees!

Clients / Customers!Industry Media!

Partners!Prospect Influencers!

“Everyone is influential !about something.” !



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“A brandividual is popular. !An influencer is effective at creating popularity.”!

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@leeodden!


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Secret 1: LinkedIn Marketing Solutions!LinkedIn Employees!

Industry Influencers!


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Secret 1: LinkedIn Marketing Solutions!


Secret 2: Reach Isn’t Your Only Goal!

Reach: Participation Inspires Action !Authenticity: From “Real People”!Quality: Taps Expertise!Variety: Create More Quality Content!Engagement: SMEs & Influencers!Scale: Distributes Content Creation!


Secret 3: Influencers Are for More than Marketing!

Content!Quality!Credibility!Advocacy!Promotion!

Brand Content!Earned Media!Advocacy!

Collaborate!On Shared Causes!

Community!Internal SMEs!FAQs!

Career Tips!Testimonials!


Marketing! PR! Recruiting! Support! CSR!


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Secret 4: Influencer Integration FTW!


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Secret 4: Document Level Integration!

Secret 4: Multi-Media, Channel, & Influencer !


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@IBMCommerce !IBM turned to a group of #NewWayToEngage Futurists: Trusted external thought leaders with a record of innovation.!


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Secret 5: Relationships Rule!

Work with an influencer on a project, they’re your !

friend for a day.!Help someone become !more influential, they’re !

your friend for life. !!


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Secret 5: Relationships Rule!


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Best & Worst Practices Influencer Engagement!

Please Do: !1. Give value first, romance FTW!2. Personalize a relevant “ask”!3. Make it easy: contribute, share!4. Showcase the wins!5. Follow through & feedback!

Please Don’t: !1. Make big asks on 1st contact!2. ASS-ume!3. Over-edit contributions!4. Bait and switch!5. Forget to say thank you!


If you want your content to be great, ask influencers

to participate!!!

@leeodden!



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Influencer Marketing Tools!LinkedIn!FollowerWonk!Klear!Kred!Klout!Keyhole!BuzzSumo!Onalytica!Nimble!GroupHigh!Little Bird!Traackr!!

Identify!

Qualify!

Recruit!

Manage!

Engage!

Measure!

Optimize!


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Identify an Influencer Marketing platform and start incorporating influencer engagement in marketing.!1!

2!

3!

Organize co-created content using a modular approach: it makes personalization and repurposing easier.!

To boost the reach of your co-created content, optimize with keywords, promote through social & activate with influencers.!

Takeaways!


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RESOURCE

http://tprk.us/b2binfluencers !


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QUESTION TIME!

Lee Odden CEO, TopRank Marketing

@leeodden

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY

http://www.uberflip.com/case-studies/booker?utm_source=Webinar&utm_medium=Slides&utm_campaign=Secrets%20of%20B2B%20Success%20with%20Influencers