Leveraging Infl uencers for Demand Generation

10 MINUTE GUIDE TO INFLUENCER MARKETING

Research reveals influencers as the #1 source buyers turn to during buying journeyB2BB2C

We have conducted primary research in multiple B2B Tech sectors including software development and communications categories in 2014 to further validate secondary research report claims

EXECUTIVE SUMMARY

INFLUENCER MARKETING:

WHERE DOES IT FIT WITHIN MARKETING?

Research Confirms Their Role in Buying Cycle

WHY INFLUENCERS?

RESEARCH FINDINGS:

WHAT MARKETERS SAY

Evidence has been mounting over the past 3 years that word-of-mouth and influencers are now the key to influencing both B2C and B2B purchases.

RESEARCH FINDINGS:

WHAT CONSUMERS SAY

When we enter the workplace we do not cease being consumers. The habits we exhibit as consumers carry over into how we search and evaluate information in our B2B roles..

RESEARCH FINDINGS:

WHAT BUSINESSES SAY

RESEARCH FINDINGS:

WHAT BUSINESSES SAY

Implementing Influencer Marketing

HOW DOES IT WORK?

Influencer Marketing is not Public Relations PR = broadcasting a message (press releases, media pitch) Influencer marketing = online community relationships

Influencer Marketing is not Social Media Social media = brands connecting with customers, buyers Influencer marketing = brands connecting with influencers

Influencer Marketing is not Content Marketing Content marketing = you create branded content Influencer marketing = influencers create earned content

WHAT INFLUENCER MARKETING IS NOT

Three primary ways influencers can be leveraged: Communications (deliver messages to their audience) Promotions (deliver offers to their audience) Insights (solicit feedback from their audience)

Why it Works: Trust – influencers don’t work for your brand Reach – access to incremental audiences Leverage – influencers create content for you Cost – you’re not renting eyeballs (e.g. paid media) Effectiveness – earned content is indexed by search

engines and is visible for years, while paid media ceases to be visible when the ad buy expires

INFLUENCER TACTICS

Influencers range from those in formal media roles to those with industry knowledge: Journalists and bloggers Industry analysts Association leaders Noted authors or thought leaders in your industry Forum/Group moderators Influential customers

INFLUENCER TYPES

Automated social media listening: By keyword By hash tag By Group

Publication authorship: Trade associations Industry analysts

Owned (Your) Assets: Blog subscribers eNewsletter subscribers Social media followers

WHERE TO FIND THEM

Remember: Trust is a process – not an eventUnderstand what is important to them:

Follow target influencers Read target influencers

Add value to what they are doing: Provide expert content Sponsor events Contribute to conversation threads (educate their audience) Offer exclusive audience benefits Offer unique insight about your company for their audience

HOW TO WOO THEM

StrategyTactics

EXECUTION

Approach: Crawl > Walk > Run First 6 months: listen, identify, and engage

influencers; pilot campaigns (measure & optimize) Next 6 months: expand campaigns and continue

testing Next 6 months: determine optimal campaign mix

Staffi ng: Find Influencer Marketing experts Find Influencer Marketing experts (e.g. Ivy Worldwide) Avoid handing off to PR as relationship dynamics are

different

STRATEGY:

APPROACH AND STAFFING

Communications: Telling the Brand Story Keep influencers up-to-date on new services,

technology and your customer success stories that are worthy of sharing

Promotions: Sign-up Offers Unique exclusive offers for each influencer audience Referral program for influencer audiences

Insights: Understanding Buyers Buyer journeys Product development ideas (buyer “wish list”) Brand feedback/pulse

STRATEGY:

CAMPAIGN TYPES

Identify influencer editorial schedules Posting/commentary calendar Topic calendar Special events

Develop portfolio of branded editorial assets Contributing writer pool Technology/market insights Research insights

Align editorial assets to editorial calendars Regular contributions (e.g. blog posts, forum comments) One-time contributions (e.g. sponsorship, events)

TACTICS #1:

COMMUNICATIONS

Identify influencer offer preferences Brand promoted Influencer promoted Exclusivity provisions

Develop portfolio of product/service offers Discounts Bundles “Switch from Competitor”

Align your offers to influencer audiences Buyers new to your product/service Competitor customers

TACTICS #2:

PROMOTIONAL OFFERS

Identify influencer research experience Firmagraphics of audience Influencer experience/comfort level with audience surveys Audience willingness to participate in research

Develop list of desired insights Buyer persona (motivators, pain points, validators, etc.) Buyer journey (steps, duration, touch points) Competitor experience (features, pricing, on-boarding,

service)

Conduct periodic research to collect insight Surveys (quantitative) Interviews or group discussion (qualitative)

TACTICS #3:

GATHERING BUYER INSIGHTS

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