#ufx2016

LEE ODDEN

@crestodina #ufx2016

Winfluencer Marketing

How  B2B  Companies  are  Winning  Hearts  &  Minds  with  Influencer  Content

#ufx2016 @leeodden

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

The  average  media  value  from  influencer  marketing  is  $6.85  for  every  $1  spent.  You’re  cute.  Burst  Media  aka  RhythmOne`

59%  of  marketers  plan  to  increase  influencer  marketing  budgets  in  2017.  I  think  I’m  in  love.  Tomoson

Compelling  Statistics  Slide

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Hot  Topic:  Influencer  Marketing

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So  Hot,  There  are  Cat  Influencers

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But  What  Does  B2B  Really  Mean?

GordonBDesigns

mikehandyartmikehandyart

The  Ultimate  B2B  Influencer

#ufx2016 @leeodden

Many  Questions:  B2B  Influencer  Marketing• Influencer  Marketing  is  only  popular  in  B2C• Influencers,   advocates  and  ambassadors  are  the  same• Page  views  and  impressions  are  ROI  for  influencer  

marketing• Brands  control  the  message  with  influencer   content• You  must  have  celebrity  influencers   as  part  of  your  

program• Money  is  always  effective  for  getting  influencers  to  

participate• One  influencer  marketing  strategy  is  enough  for  your  

business• Brands  must  work  with  influencers  on  every  platform• Influencers   are  only  effective  with  younger  audiences• Influencer  marketing  is  the  same  as  media  buying• Most  influencers  will  work  for  a  free  product• The  most  important  thing  about  influencer  marketing  is  

your  brand• Influencer  Marketing  works  best  as  a  single  campaign

• Influencer  Marketing  is  too  expensive• One  size  fits  all  with  influencer  marketing• Influencer  Marketing  is  not  transparent• It’s  easy  to  find  influencers• Reach  is  the  most  important  thing  about  

influencers• Branding  is  the  most  important  use  for  influencer  

marketing• You  must  always  pay  for  influencers• Influencer  Marketing  is  not  scalable• Influencers   only  add  value  to  existing  marketing• People  are  too  cynical  to  trust  influencers• The  more  popular  the  influencer,   the  better• Influencer  Marketing  is  only  for  large  brands• Influencer  Marketing  and  traditional  marketing  

are  opposites• There   are  no  good  tools  to  manage  sophisticated  

influencer   programs

#ufx2016 @leeodden

The  Buyer  Journey  Has  Changed

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The  Buyer  Journey  Cluster:  WTF?

Image  Source:  Lori  Wizdo,  Forrester

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Most  B2B  Content  Isn’t  Used  or  Shared

Source:  Banksy via  reddit /  vancouver

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Self  Directed  Buyers  Rely  on  Search  &  Peers

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Influencers,  Experts  &  Pros  – Oh  My!

10XTRUST

Thought LeadersWebsites / Blogs

eMarketer

Pro  Network

ExpertsInfluencers

#ufx2016 @leeodden

Attract  -­‐ Engage  -­‐ Convert

Discover

Consume

Action

InfluencerContent

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Influencer  Marketing  +  Content

Dr.  Konstanze Alex-­‐Brown,Corporate  Social  Influencer  RelationsDell

“The  core  of  social  influencer  marketing  lies  in  building  a  solid  relationship  to  ensure  mutual  value  creation.”

“Influencer  Marketing  is  the  practice  of  developing  relationships with  connected  internal  and  industry  experts to  co-­‐create  

content of  mutual  value  to  achieve  measurable  business  goals.”

@TopRank

Photo:  Shutterstock

#ufx2016 @leeodden

Benefits  of  Influencer  ContentAdds  an  authentic  voice.  

Taps  new  subject  matter  expertise.

Can  increase  content  quantity. Increases  reach

Improves  content  quality.

Catalyst  for  a  relationship.  

#ufx2016 @leeodden

Lists  Suck.  Lists  Are  Awesome!

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Short  Form  Contributions

Incorporate  quotes,  tips,  insights   from  

influencers   into  brand  created  content.  

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Ingredient  Contributions:  Marketo

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Ingredients:  Internal  &  External  LinkedIn  Employees

Content  Marketing  Influencers

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Ingredients:  Extended  Content  &  Reach

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B2B  Influencers  +  EventsThe  majority  of  content  comes  from  participating  influencers  with  the  expectation  of  promotion.

Results:  1,084  registrations626  leads257  MQLs

Source:  Killer  Content  Awards,  Demand  Gen  Report

#ufx2016 @leeodden

B2B  Influencer  Campaigns

Beat  Lead  GenGoal  by  550%

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Campaign  Extension  – Influencer  Shares

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B2B  Influencer  Community

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

#ufx2016 @leeodden

Influencer  Content  Framework

1.Define  Goals2.Pick  Topics,  Content3.Identify,  Qualify  &  Recruit  4.Collect  &  Co-­‐Create  Content5.Inspire  Promotion6.Performance  Feedback7.Maintain  Relationships

#ufx2016 @leeodden

Image  source:  Traackr

Celebrity Authority Connector PersonalBrand

Analyst Activist Expert Insider Agitator Journalist

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Reach

Relevance

Resonance

Qualifying  Influence

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In  B2B  Relationships  Are  the  Key

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Ongoing  Influencer  Engagement

Source:  Konstanze Alex-­‐Brown,  Dell  via  Social  Media  Explorer

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Influencer  Marketing  Tools

IdentifyQualify

Recruit

ManageEngage

Measure

Optimize

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Influencer  Marketing  Marketplaces

@intellifluence @SWAY_Marketing @fango_me @webfluenti_al

@tapfluence @CollectiveBias @Crowdtap @grapevinelogic

Brand/Agency

Influencers

Marketplace

twitter.com/winfluencermktg/lists/influencer-­‐marketplaces

#ufx2016 @leeodden

Influencer  Marketing  Platforms

@traackr @scribblelive @onalytica @grouphigh

@getLittleBird @ShelfInc @brandwatch @Markerly

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

Brand/Agency

Influencers

Mutual  Goals

#ufx2016 @leeodden

Influencer  Relationship  ManagementBrand Mentions, SOVTop Impacters, Engagers Influencer Relationship Funnel

Image  Source:  Traackr (client)

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Influencer  Integration:  Content,  Social,  SEO

If  you  want  B2B  content  to  be  great,  invite  influencers  to  

participate!@leeodden

Photo:  Shutterstock

#ufx2016 @leeodden

TakeawaysWhy:  Decide  why  IM  makes  sense  for  your  bizWho:  Dedicate  staff,  identify  right  influencers    What:  Make  amazing  content  of  mutual  valueWhere:  Integrate  influencer  content  across  content  channels  

#ufx2016 @leeodden

Thank  You!

@LeeOddenlee@toprankmarketing.comTopRankMarketing.comTopRankBlog.com1  877  872  6628

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