The 5 MostInfluential TopicsF OR B 2 B M A R KET ING

Cut through thenoise

BERNIE BORGES AND DAYLE HALL@bernieborges

@marinadazza

“Engage with different influencers in

different ways, depending on who they

are and where they are in the influencer

life cycle…They are different influencers, at

different levels with different focus areas

or concerns.”

B2B Influencer Marketing Is:

• Building relationships between influencersand the brand and ensuring both parties see value from the partnership

• Finding and partnering with people in your community/industry who havean influence on your target audience

• Encouraging consistent and relevantadvocacy by building trust. Trust drives better influencer marketing results

• A celebrity plugging your product orservice

• Expecting a Fortune 50 executive to engage in a short-lived influencer campaign for your brand can strain credibility

• A one-time endorsement

B2B Influencer MarketingIs Not:

Defining Effective B2B

Influencer Marketing

Listen to this Episode:http://bit.ly/B2B-Influencer-

Marketing-Dead

"Your customers are out there, even if

they are not your customers yet. If

you’re not doing anything to reconcile

social data, then you are missing out.”

How to Overcome

Data Overload

People: Hire the right talent to get and use data

insights. You’ll need demand generation

professionals and data scientists. Marketing

leadership needs to work with business analytics

experts to help craft the story.

Process: Create a process for gathering, listening,

analyzing, and improving your data. Each company

as a whole should adopt a performance driven

mindset and understand the value of data.

Technology: Leverage analytics resources to

measure traffic and performance. Integrate data

into your marketing automation system to

optimize campaigns, and tie campaign data to

your CRM and active pipeline opportunities to run

conversion analysis. Listen to this Episode:http://bit.ly/Data-Overload

“The way to deliver a better customer

experience is to look where people are,

look where they want to engage, and

that’s on digital channels. The reason we

say it’s the new battleground is because

that’s where you can create

differentiation.”

3 Questions to Ask as aB2B Marketer

1How has my customer

changed in the last

three years? Where do

they want to connect

with me now?

2How can I activate my

most passionate

customers? How do I

develop trusted

relationships with

them?

3How can I take

advantage of all the data

on digital channels? Can

I measure ROI and can I

get to know my

customers better?

Listen to this Episode:http://bit.ly/Digital-Customer-

eXperience

“As B2B marketers, we tend to do a lot of

talking and pontificating about how we’ve

got this all figured out. The reality is, only

when we stop and listen can we truly

help our brands get more from their

digital and social investments.”

Insights from Lithium’s 2017 State

of Social Engagement Report

98% of brands are stuck in broadcastmode.

Tip: Authentic engagement and quick responses help

to build and maintain your customers’ loyalty.

Only 1% of brands build relationships

with influencers.

Tip: Don’t be tone deaf & leverage your influencers; this

applies to BOTH B2B and B2C.

Brands leverage Facebook (73%) and

Twitter (63%) as platforms to engage with

customers but almost entirely ignore other

channels like Instagram, LinkedIn, and

YouTube.

Tip: Pay attention to all digital touchpoints.

Listen to this Episode:http://bit.ly/State-of-Social-

Engagement

“The mantra at Lithium, within my team, is

that everything the marketing team does

should impact sales. We are part of sales

performance calls so we can identify challenges

and issues they’re seeing and maybe create

content around it. ”

A Love Story for the Ages

Start with the C-Suite

Revenue: Social can be used to link

demand generation efforts to the sales

pipeline.

Reputation: Social media helps to build a

brand’s reputation. Having a known and

consistent presence and voice on all

channels enhances the reputation.

Incorporate Sales into

Your Content Strategy

Content marketing should benefit the

sales organization the most.

B2B brands should strive to make it easy

for sales to participate, providing them

with inspiration and training on content

sharing in social channels.

Listen to this Episode:http://bit.ly/Sales-Marketing-

Alignment

http://bit.ly/5-Influential-

Topics-B2B-Marketing

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