#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/
im2b2bmx
Statistics, Strategy, Case Studies, IM 2.0 Framework
Lee Oddenlee@toprankmarketing.comTopRankMarketing.comMarketingBlog.com
#B2BMX
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