how to win at b2b influencer marketing

Winfluencer Marketing

HowB2BCompaniesareWinningHearts&MindswithInfluencerContent

#ufx2016 @leeodden

75%ofprofessionalsconsidertheirinfluencerengagementeffectiveforleadgeneration.Augure

Theaveragemediavaluefrominfluencermarketingis$6.85forevery$1spent.BurstMediaakaRhythmOne`

59%ofmarketersplantoincreaseinfluencermarketingbudgetsin2017.Tomoson

CompellingStatisticsSlideYou’recute. IthinkI’min

love.

#ufx2016 @leeodden

HotTopic:InfluencerMarketing

#ufx2016 @leeodden

SoHot,ThereareCatInfluencers

#ufx2016 @leeodden

ButWhatDoesB2BReallyMean?

#ufx2016 @leeodden

GordonBDesigns

mikehandyartmikehandyart

TheUltimateB2BInfluencer

#ufx2016 @leeodden

ManyQuestions:B2BInfluencerMarketing• InfluencerMarketingisonlypopularinB2C• Influencers,advocatesandambassadorsarethesame• PageviewsandimpressionsareROIforinfluencer

marketing• Brandscontrolthemessagewithinfluencercontent• Youmusthavecelebrityinfluencersaspartofyour

program• Moneyisalwayseffectiveforgettinginfluencersto

participate• Oneinfluencermarketingstrategyisenoughforyour

business• Brandsmustworkwithinfluencersoneveryplatform• Influencersareonlyeffectivewithyoungeraudiences• Influencermarketingisthesameasmediabuying• Mostinfluencerswillworkforafreeproduct• Themostimportantthingaboutinfluencermarketingis

yourbrand• InfluencerMarketingworksbestasasinglecampaign

• InfluencerMarketingistooexpensive• Onesizefitsallwithinfluencermarketing• InfluencerMarketingisnottransparent• It’seasytofindinfluencers• Reachisthemostimportantthingabout

influencers• Brandingisthemostimportantuseforinfluencer

marketing• Youmustalwayspayforinfluencers• InfluencerMarketingisnotscalable• Influencersonlyaddvaluetoexistingmarketing• Peoplearetoocynicaltotrustinfluencers• Themorepopulartheinfluencer,thebetter• InfluencerMarketingisonlyforlargebrands• InfluencerMarketingandtraditionalmarketing

areopposites• Therearenogoodtoolstomanagesophisticated

influencerprograms

#ufx2016 @leeodden

TheBuyerJourneyHasChanged

#ufx2016 @leeodden

TheBuyerJourneyCluster:WTF?

ImageSource:LoriWizdo,Forrester

#ufx2016 @leeodden

MostB2BContentIsn’tUsedorShared

Source:Banksy viareddit /vancouver

#ufx2016 @leeodden

SelfDirectedBuyersRelyonSearch&Peers

#ufx2016 @leeodden

Influencers,Experts&Pros– OhMy!

10XTRUST

Thought LeadersWebsites / Blogs

eMarketer

ProNetwork

ExpertsInfluencers

#ufx2016 @leeodden

Attract- Engage- Convert

Discovery

Consumption

Action

InfluencerContent

#ufx2016 @leeodden

InfluencerMarketing+Content

Dr.Konstanze Alex-Brown,CorporateSocialInfluencerRelationsDell

“Thecoreofsocialinfluencermarketingliesinbuildingasolidrelationshiptoensuremutualvaluecreation.”

#ufx2016 @leeodden

“InfluencerMarketingisthepracticeofdevelopingrelationships withconnectedinternalandindustryexperts toco-create

content ofmutualvaluetoachievemeasurablebusinessgoals.”

@TopRank

Photo:Shutterstock

#ufx2016 @leeodden

BenefitsofInfluencerContentAddsanauthenticvoice.

Tapsnewsubjectmatterexpertise.

Canincreasecontentquantity. Increasesreach

Improvescontentquality.

Catalystforarelationship.

#ufx2016 @leeodden

ListsSuck.ListsAreAwesome!

#ufx2016 @leeodden

ShortFormContributions

Incorporatequotes,tips,insightsfrom

influencersintobrandcreatedcontent.

#ufx2016 @leeodden

IngredientContributions:Marketo

#ufx2016 @leeodden

Ingredients:Internal&ExternalLinkedInEmployees

ContentMarketingInfluencers

#ufx2016 @leeodden

Ingredients:ExtendedContent&Reach

#ufx2016 @leeodden

B2BInfluencers+EventsThemajorityofcontentcomesfromparticipatinginfluencerswiththeexpectationofpromotion.

Results:1,084registrations626leads257MQLs

Source:KillerContentAwards,DemandGenReport

#ufx2016 @leeodden

B2BInfluencerCampaigns

BeatLeadGenGoalby550%

#ufx2016 @leeodden

CampaignExtension– InfluencerShares

#ufx2016 @leeodden

B2BInfluencerCommunity

@IBMCommerceIBMturnedtoagroupof#NewWayToEngage Futurists:Trustedexternalthoughtleaderswitharecordofinnovation.

#ufx2016 @leeodden

InfluencerContentFramework

1.DefineGoals2.PickTopics,Content3.Identify,Qualify&Recruit4.Collect&Co-CreateContent5.InspirePromotion6.PerformanceFeedback7.MaintainRelationships

#ufx2016 @leeodden

Imagesource:Traackr

Celebrity Authority Connector PersonalBrand

Analyst Activist Expert Insider Agitator Journalist

#ufx2016 @leeodden

Reach

Relevance

Resonance

QualifyingInfluence

#ufx2016 @leeodden

InB2BRelationshipsAretheKey

#ufx2016 @leeodden

OngoingInfluencerEngagement

Source:Konstanze Alex-Brown,DellviaSocialMediaExplorer

#ufx2016 @leeodden

InfluencerMarketingTools

IdentifyQualify

Recruit

ManageEngage

Measure

Optimize

#ufx2016 @leeodden

InfluencerMarketingMarketplaces

@intellifluence @SWAY_Marketing @fango_me @webfluenti_al

@tapfluence @CollectiveBias @Crowdtap @grapevinelogic

Brand/Agency

Influencers

Marketplace

twitter.com/winfluencermktg/lists/influencer-marketplaces

#ufx2016 @leeodden

InfluencerMarketingPlatforms

@traackr @scribblelive @onalytica @grouphigh

@getLittleBird @ShelfInc @brandwatch @Markerly

twitter.com/winfluencermktg/lists/influencer-mktg-platforms/

Brand/Agency

Influencers

MutualGoals

#ufx2016 @leeodden

InfluencerRelationshipManagementBrand Mentions, SOVTop Impacters, Engagers Influencer Relationship Funnel

ImageSource:Traackr (client)

#ufx2016 @leeodden

InfluencerIntegration:Content,Social,SEO

#ufx2016 @leeodden

IfyouwantB2Bcontenttobegreat,inviteinfluencersto

participate!@leeodden

Photo:Shutterstock

#ufx2016 @leeodden

Takeaways

Why:DecidewhyIMmakessenseforyourbizWho:Dedicatestaff,identifyrightinfluencersWhat:MakeamazingcontentofmutualvalueWhere:Integrateinfluencercontentacrosscontentchannels

#ufx2016 @leeodden

ThankYou!

@LeeOddenlee@toprankmarketing.comTopRankMarketing.comTopRankBlog.com18778726628

LearnMore!

Download:http://tprk.us/25winfluencer