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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.	Burst	Media	aka	
RhythmOne`
59%	of	marketers	plan	to	
increase	influencer	
marketing	budgets	in	
2017.	Tomoson
Compelling	Statistics	Slide
You’re	cute. I	think	I’m	in	
love.
#ufx2016 @leeodden
Hot	Topic:	Influencer	Marketing
#ufx2016 @leeodden
So	Hot,	There	are	Cat	Influencers
#ufx2016 @leeodden
But	What	Does	B2B	Really	Mean?
#ufx2016 @leeodden
GordonBDesigns
mikehandyart
mikehandyart
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
#ufx2016 @leeodden
The	Buyer	Journey	Cluster:	WTF?
Image	Source:	Lori	Wizdo,	Forrester
#ufx2016 @leeodden
Most	B2B	Content	Isn’t	Used	or	Shared
Source:	Banksy via	reddit /	vancouver
#ufx2016 @leeodden
Self	Directed	Buyers	Rely	on	Search	&	Peers
#ufx2016 @leeodden
Influencers,	Experts	&	Pros	– Oh	My!
10X
TRUST
Thought Leaders
Websites / BlogseMarketer
Pro	Network
Experts
Influencers
#ufx2016 @leeodden
Attract	- Engage	- Convert
Discovery
Consumption
Action
Influencer
Content
#ufx2016 @leeodden
Influencer	Marketing	+	Content
Dr.	Konstanze Alex-Brown,
Corporate	Social	Influencer	
Relations
Dell
“The	core	of	social	
influencer	marketing	
lies	in	building	a	solid	
relationship	to	ensure	
mutual	value	creation.”
#ufx2016 @leeodden
“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	Content
Adds	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!
#ufx2016 @leeodden
Short	Form	Contributions
Incorporate	quotes,	
tips,	insights	from	
influencers	into	brand	
created	content.
#ufx2016 @leeodden
Ingredient	Contributions:	Marketo
#ufx2016 @leeodden
Ingredients:	Internal	&	External	
LinkedIn	Employees
Content	Marketing	Influencers
#ufx2016 @leeodden
Ingredients:	Extended	Content	&	Reach
#ufx2016 @leeodden
B2B	Influencers	+	Events
The	majority	of	content	
comes	from	participating	
influencers	with	the	
expectation	of	promotion.
Results:	
1,084	registrations
626	leads
257	MQLs
Source:	Killer	Content	Awards,	Demand	Gen	Report
#ufx2016 @leeodden
B2B	Influencer	Campaigns
Beat	Lead	Gen
Goal	by	550%
#ufx2016 @leeodden
Campaign	Extension	– Influencer	Shares
#ufx2016 @leeodden
B2B	Influencer	Community
@IBMCommerce
IBM	turned	to	a	group	of	
#NewWayToEngage Futurists:	
Trusted	external	thought	leaders	
with	a	record	of	innovation.
#ufx2016 @leeodden
Influencer	Content	Framework
1.Define	Goals
2.Pick	Topics,	Content
3.Identify,	Qualify	&	Recruit	
4.Collect	&	Co-Create	Content
5.Inspire	Promotion
6.Performance	Feedback
7.Maintain	Relationships
#ufx2016 @leeodden
Image	source:	Traackr
Celebrity Authority Connector Personal
Brand
Analyst Activist Expert Insider Agitator Journalist
#ufx2016 @leeodden
Reach
Relevance
Resonance
Qualifying	Influence
#ufx2016 @leeodden
In	B2B	Relationships	Are	the	Key
#ufx2016 @leeodden
Ongoing	Influencer	Engagement
Source:	Konstanze Alex-Brown,	Dell	via	Social	Media	Explorer
#ufx2016 @leeodden
Influencer	Marketing	Tools
Identify
Qualify
Recruit
ManageEngage
Measure
Optimize
#ufx2016 @leeodden
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	Management
Brand Mentions, SOV
Top Impacters, Engagers Influencer Relationship Funnel
Image	Source:	Traackr (client)
#ufx2016 @leeodden
Influencer	Integration:	Content,	Social,	SEO
#ufx2016 @leeodden
If	you	want	B2B	
content	to	be	great,	
invite	influencers	to	
participate!
@leeodden
Photo:	Shutterstock
#ufx2016 @leeodden
Takeaways
Why:	Decide	why	IM	makes	sense	for	your	biz
Who:	Dedicate	staff,	identify	right	influencers		
What:	Make	amazing	content	of	mutual	value
Where:	Integrate	influencer	content	across	
content	channels
#ufx2016 @leeodden
Thank	You!
@LeeOdden
lee@toprankmarketing.com
TopRankMarketing.com
TopRankBlog.com
1	877	872	6628
Learn	More!
Download:
http://tprk.us/25winfluencer

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