Lee Odden

About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.

Lee Odden

B2B Marketers Are Way Behind on Influencer Marketing and Here’s the Solution

Lee Odden on Mar 22nd, 2017     B2B Marketing, Influencer Marketing

B2B Influencer Marketing Catch Up

Influencer Marketing is a hot topic, but what is really working, what isn’t and what are the future trends for marketers? Those are the questions we set out to answer in the research report: Influence 2.0: The Future of Influencer Marketing.

With analysis from Brian Solis of Altimeter and a research partnership between Traackr and my agency TopRank Marketing, enterprise marketers in North America and Europe were asked about the role of influence including ranking their influencer marketing maturity level.

31% of B2C marketers reported that they are experimenting with influencer marketing and 48% are running ongoing programs. This is in contrast to B2B marketers where a greater number (49%) were still experimenting and only 11% were running ongoing influencer programs.

Why does this mean B2B marketers are behind?

Lee Odden

50 Social Media Marketing Influencers to Follow in 2017 #SMMW17

Social Media Marketing Influencers SMMW17

The topic of Social Media Influence has really taken off since we first published this list.

Many changes have happened in the social media marketing world ranging from the surprisingly close competition between SnapChat and Instagram stories to the acquisition of LinkedIn by Microsoft to the explosive growth of “creators” and micro-influencers.

On top of all that is the growth of the influencer marketing industry from platforms to brandividuals that use social media to create, publish, promote and engage communities.  Where is it all leading? Who is on the front lines and in the captain’s chair when it comes to making sense of social media marketing for brands big and small?

Lee Odden

What CMOs Need to Know About Data Informed Content Marketing

Lee Odden on Mar 15th, 2017     Content Marketing

Big Data

Driven by trends in lower performing advertising and changing consumer behaviors, many marketers have embraced content with the majority of companies adopting the practice.

According to CMI and MarketingProfs 2017 Content Marketing Benchmark report, the most successful B2B marketers spend an average of 39% of their marketing budget on content marketing and 39% plan on increasing spending in 2017.

However, even with the promise of greater marketing performance through content, organizations are challenged to produce a variety of engaging content on a consistent basis and there are a few key reasons why:

  • 41% of marketers are clear on what an effective content marketing program looks like
  • 36% are somewhat committed or not committed at all
  • 75% are minimally or moderately successful at content marketing
Lee Odden

How Marketers Can Thrive in the Post Digital World

Lee Odden on Mar 9th, 2017     Digital Marketing, Marketing PR Conferences

Eric Yale Forrester DSPHX

When I first heard Eric Yale from Forrester suggest at the Digital Summit conference that we live in a post digital world, I have to admit. I thought he was a bit nuts. Or just being sensational.

I was wrong.

If you’re thinking the same thing, here’s a rundown of what Eric said to provide some clarity.

In today’s marketing world, it is increasingly important for brand and consumer interactions to be frictionless, anticipatory and immersive. This is what customers expect and in a post digital world, it’s what brands need to deliver.

To understand what this means for marketing, Eric suggested that there are three fundamental reasons we are “post digital”.

Lee Odden

Evolve or Die: The Role of Purpose & Authenticity in Marketing

Lee Odden on Mar 7th, 2017     Digital Marketing

Mack Fogelson DSPHX

In a world where the average U.S. consumer is confronted with 64GB of data per day, I think it’s safe to say that marketing requires a very different approach.

Marketers all over the world are searching hard for silver bullets and ways to differentiate. And I think a lot of companies are wondering what it will take to realize substantial growth.

It will certainly take more than being “the best answer” at every touchpoint or simply outspending the competition. Who can really afford that?

Growing in today’s world of digital information overload will require something special: Building from purpose and authenticity.

It was purpose and authenticity that was the focus of a presentation I heard at Digital Summit from Mackenzie (Mack) Fogelson recently. Did you know?

Lee Odden

The No BS Approach to Influencer Marketing

Lee Odden on Feb 27th, 2017     Influencer Marketing

No BS Influencer Marketing
Since I’ve been monitoring the topic of “influencer marketing” through BuzzSumo Alerts, the number of articles surfaced has gone from a few per week to 5 or 10 per day.

Out of that rising wave of expression from industry websites and blogs is a mix of news, tips, trends and 100% pure B.S.

Rising popularity makes things shiny and as influencer marketing enters the shiny object phase, it’s more important than ever to separate the facts from the fake.

Whether it’s practices that will get you in hot water with the FTC or the waste of a perfectly good budget on micro-influencer wannabes promising viral hits galore, there are plenty of distractions from realizing true influencer marketing ROI.

Lee Odden

Influence and The Mighty Impact of Chocolate Chip Cookies

Lee Odden on Feb 15th, 2017     Guest Posts, Influencer Marketing

Everyone is influential about something and if you want to be the “best answer” for that thing, then you should really read Mark Schaefer’s new book, Known. Today I’m sharing a very rare thing: a guest post. To celebrate the recent launch of Known, Mark has put together this preview for you.

For the past two years I’ve been obsessed with answering a single question: Can anybody become known in the world today?

Why would I be obsessed with something like that? Because I’ve come to realize that so many of our professional and personal goals have become tied to this idea. What about you? What do you want to do next in your life?

Do you dream of writing a book or beginning a speaking career?

Lee Odden

The Key To Unlocking the ROI of Enterprise Influencer Marketing

Lee Odden on Feb 13th, 2017     Influencer Marketing

Unlock Influencer Marketing ROI

Influencer marketing gained substantial attention and momentum amongst marketers in 2016. Judging by the start of this year, it will be an even hotter topic in 2017. But for all the potential of adding influence to the marketing mix, there are also significant challenges.

With pure pay-to-play and one-off campaign practices distracting marketers from finding the true value of influencer relationships, misconceptions remain.

To bring clarity to the hype, our content marketing agency, TopRank Marketing, along with influencer relationship management software company Traackr, teamed up to investigate how the practice of influencer marketing is evolving within leading enterprises around the world. We surveyed 102 brand strategists and marketers from companies that include American Express, 3M, and Microsoft. We also commissioned Brian Solis, principal analyst at Altimeter Group, to analyze the data and outline what’s working with current influencer marketing practices, what’s failing, and, most importantly, to predict their evolution.

Lee Odden

Hot Content Marketing Topics From Top B2B Brands at #B2BMX

Lee Odden on Feb 9th, 2017     B2B Marketing, Content Marketing

B2B Content 2 Conversion 2017

What makes B2B content marketing hotter than having a conference at a Scottsdale, Arizona resort in February?

How about tips from 10 top B2B brands and industry experts including senior executives from Forrester, Microsoft, Aptos, Lenovo, BrightFunnel, Oracle and Marketo.

In advance of the upcoming B2B Marketing Exchange conference coming up later this month, I reached out to other speakers for practical tips as a preview to their presentations. For fun, I also asked them what their favorite thing is about a February event in Arizona. I know, that’s kind of obvious but this willing group shared some interesting answers.

Lee Odden

Digital Summit Phoenix – Supercharge Your Content with Influencer Marketing

Lee Odden on Feb 2nd, 2017     Content Marketing, Influencer Marketing

influencer marketing

Let’s just get this first bit out there: Later this month I will be the closing keynote at a conference where Beverly Jackson from MGM is the opening keynote. BAM! Seriously, Beverly is the epitome of “supercharged” and is a can’t miss speaker.

On top of that, Apple co-founder Steve Wozniak will be keynoting as well.

I feel pretty lucky. In fact, I feel supercharged! Maybe after reading this post, you will too.

Digital Summit Phoenix

Of course I’m talking about Digital Summit Phoenix, February 22-23. This is my first time speaking at Digital Summit and I’m really looking forward to it for a few reasons:

Lee Odden

Influence 2.0 – The Future of Influencer Marketing Research Report 2017

Lee Odden on Jan 26th, 2017     Influencer Marketing

influencer marketing 2.0
What does “influencer marketing” mean to you?

Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that they’ll do a review and say nice things?

Surely that’s not all enterprise marketers think of when it comes to the possible outcomes with influencer relationships.

The promise of brands collaborating or outright paying influential individuals to create content that lifts the brand’s credibility and reach to sell more products is something that companies of all sizes have been hot on – especially in the past 12 months.

With a groundswell of interest, there are many divergent interpretations of what influencer marketing really means.

Lee Odden

2017 Trends for CMOs: Ignite Content Performance with Influencers

Lee Odden on Jan 2nd, 2017     Content Marketing, Influencer Marketing

Companies launching into new markets often spend substantial budgets on advertising and PR in order to create awareness. These investments can be significant when there is no existing affinity between the brand and the solution in target markets.

For example, Orange France faced this challenge when launching Homelive, a connected home management platform for IoT devices. Turning to their influencer marketing platform, Traackr, the company identified and engaged influencers in new communities outside of high tech and marketing to include lifestyle design and connected home. These influencers were engaged to create reviews on their blogs and inspire social traffic.