Lee Odden

About Lee Odden

@LeeOdden is the CEO of TopRank Online 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

Over 140 B2B Content Marketing Statistics for 2016 Strategy Planning

Lee Odden on Sep 30th, 2015     B2B Marketing

B2B Content Marketing Report 2016

The best content marketing strategies are informed by data and one of the most consistent B2B marketing research reports chock full of data comes from Content Marketing Institute and MarketingProfs.

Today the 6th edition of the B2B Content Marketing – 2016 Benchmarks, Budgets and Trends – North America report was published revealing a canyon of difference between successful content marketers and those that seem to be lost in the wilderness. This report is also a reality check for content marketers that drink too much of their own kool-aid, offering a mix of slightly downward trend data right along with numerous reasons for future content marketing optimism.

What do I mean by reality check? Fewer marketers have a documented content marketing strategy than last year 32% vs 35% and less marketers see their content marketing as effective 30% vs 38%.

Lee Odden

Digital Marketing Spotlight: Rishi Dave, CMO at Dun & Bradstreet

Lee Odden on Sep 23rd, 2015     Digital Marketing, Interviews

Digital Marketing Spotlight

Marketing executives are more challenged than ever to create effective organizations and operations to succeed in an increasingly converged, content and inbound marketing world.

In this latest TopRank Marketing Digital Marketing Spotlight interview, Rishi Dave, CMO at Dun & Bradstreet, talks about the strategic responsibility differences of entering a CMO role, advice on creating an effective inbound marketing organization, the importance of content, the convergence of marketing and PR and whether senior executives should focus on their personal brand.

Rishi Dave Dun & BradstreetIt’s been nearly two years since you moved from being Executive Director, Digital Marketing at Dell to your current role as CMO at Dun & Bradstreet. What are some of the changes you had to make in terms of your responsibilities, marketing organization and the change in industry?

Lee Odden

Why It’s Time for More Participation in B2B Content Marketing

Lee Odden on Sep 21st, 2015     B2B Marketing, Content Marketing, Marketing PR Conferences

participation b2b marketing

B2B brands are answering the call to become publishers with a significant increase in content hubs exemplified by pioneers like American Express OPEN and Adobe’s CMO.com and others including:

  • Intel IQ
  • Think with Google
  • Dell’s Power More
  • GE’s World in Motion
  • SAP’s Digitalist Magazine

Content Hubs

While those are all great examples, there’s an important question: Can your business really afford to hire the kind of editorial team to create this quantity of quality content at the cadence of a business publication?

Many practical marketers will say no.

The trend towards brand publishing in combination with self directed buyers guiding their way through the sales process with content creates an interesting conflict between the need for an up level on quality content production with a corresponding increase in content creation resources.

Lee Odden

Digital Marketing Spotlight: Jeff Marcoux, CMO Lead at Microsoft

Lee Odden on Sep 2nd, 2015     Digital Marketing, Interviews

Digital Marketing Spotlight

What is predictive marketing and what are the future marketing technologies we should be paying attention to?

To answer those questions and more, I am happy to share the next in our series of digital marketer interviews featuring Jeff Marcoux (@jeffmarcoux), CMO Lead, Worldwide Enterprise Marketing at Microsoft.

At Microsoft, Jeff has driven cross product and team collaboration, supported multiple product releases and believes that every touch point with a customer is a marketing experience – from marketing to sales to customer service.

In this interview, Jeff talks about the most fun job in the world at Microsoft, marketing technology and predictive analytics, marketing executive career advice and how he stays current in the digital marketing world. We also get to peek into his crystal ball for upcoming digital marketing trends.

Lee Odden

How to Improve Influencer Engagement? Avoid These 50 Fails

Lee Odden on Aug 31st, 2015     Influencer Marketing

Influencer Marketing

Brands: Stop Doing These Things!

Influencer Marketing is hot and that means the value of influencer relationships is higher than ever.

Working hard to romance in-demand experts to collaborate, co-create and even advocate can be a substantial investment. The mutual benefit from these long term relationships can mean anything from hugely successful marketing programs for brands to top billing at speaking events, book deals and consulting work for the influencers.

Unfortunately, outreach communications, expectations and negotiations with influencers to work together are often so lacking of empathy, relevant context or even courtesy that the industry expert “checks out”. Losing influencers is sad and wasteful.

But it doesn’t have to be that way if you know what makes them leave. Trust me, I work on influencer outreach nearly every day (sending and receiving) and am both guilty of committing some of these influencer marketing sins and having them committed against me.

Lee Odden

Digital Marketing Spotlight: Tami Cannizzaro, Senior Director of Marketing at eBay

Lee Odden on Aug 19th, 2015     Digital Marketing, Interviews

Digital Marketing SpotlightToday we begin a new series of interviews with digital marketing professionals from the front lines of marketing to executives in the C-Suite. Our goal? To shine a light on the secrets to digital marketing success through strategy and tactics, challenges and wins, technology, operations, best practices and a little social media fun.

Starting off the series is Tami Cannizzaro (@tamicann) Senior Director of Marketing at eBay where she is responsible for global demand generation and driving lead targets across four major business units.

In this interview, Tami talks about what she’s learned from her years at IBM in her new role at eBay, tips on choosing marketing technology, outsourcing vs. insourcing, the convergence of earned, owned and paid media and insightful career advice for rising digital marketers. Plus we learn what she really thinks about the top social networks.

Lee Odden

Where to Find Useful Signal in the Noise of Content and Digital Marketing Events

Lee Odden on Aug 12th, 2015     Content Marketing, Marketing PR Conferences

content marketing signalIn the Digital Marketing and PR world, success requires a continuous effort to stay sharp and on top of what’s working and what is not. Information overload from social media has brought an exponential increase in noise, causing many marketing and PO pros to “overdose” on digital content or shut it out altogether.

I like to think that we’ve done our best to provide you with a nice, clear signal here on TopRank’s Online Marketing Blog and at industry events.

Speaking of events, we’re providing several options for a clear digital marketing and PR signal across 11 different conferences over the next few months. Topics include:

  • Digital & Integrated Marketing
  • Personal Branding With Content & Social Media
  • B2B Content Marketing & Blogging
  • Participation & Influencer Marketing
  • Modular Content Planning & Repurposing
Lee Odden

Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion

Lee Odden on Aug 10th, 2015     B2B Marketing, Content Marketing

Content Marketing InefficiencyHow Efficient is Your Content Marketing? That’s the question Sharon Goldman asks in the August issue of BMA Buzz that Robert Rose and I did our best to answer. The article was inspired by a new study that finds content marketing waste and redundancy cost business to business companies nearly a billion dollars a year.

Not only are companies challenged to create a variety of engaging content on a consistent basis with clear ROI, but the making of the content is wasteful as well.

Whether you’ve made progress towards increasing the effectiveness of your content for marketing or not, I think there are some important choices to be made when it comes to marketing organization, leadership and strategy. Here’s the full article:

Lee Odden

4 Ways to Build Content Marketing Authority with SlideShare

Lee Odden on Aug 3rd, 2015     Content Marketing

SlideShare Content Marketing

Managing different types of content and where they fit into an integrated marketing mix across customer segments and stages of the buying cycle can be overwhelming. Amongst all the content that brands, publishers and consumers create, only the most authoritative sources are able to capture consumers’ attention.

Why is authority important in content marketing? Authority engenders trust, confidence and can motivate people to take necessary next steps.

Becoming authoritative in an age of information overload requires more than simply creating additional content. It requires content that attracts relevant audiences and engages readers to take action. Creating content authority also requires strategy, process and the right tools.

Lee Odden

B2B Mobile Marketing for Demand Generation? Yes! Examples and Quick Tips

Lee Odden on Jul 29th, 2015     B2B Marketing, Mobile

B2B Mobile MarketingWhen you think of mobile marketing, visions of searches for store hours, maps and getting tips from Facebook friends about good restaurants probably come to mind – all consumer focused. But what about B2B marketing and mobile?

Why mobile marketing for B2B demand generation:
In many countries, including the U.S., more Google searches take place on mobile devices than on computers. (Google). That means B2B demand gen content must be mobile friendly.  Also, 52% of B2B customers are using smartphones to research products for their businesses. (Forrester) so the demand is certainly there.

So which B2B companies using mobile marketing can we learn from?

Here are a few examples:

Fedex Access Mobile Magazine
ACCESS is a FedEx Corp publication available for mobile consumption through iPad, Kindle Fire and Android devices. The ACCESS mobile magazine app offers interactive features designed specifically for tablets and Android smartphones, including videos and dynamic slideshows.

Lee Odden

Why Content Marketing is Imperative for the Future of Public Relations

Lee Odden on Jul 27th, 2015     Content Marketing, Public Relations

Content Marketing Public Relations

Whether you’re considering media relations, brand journalism or managing corporate communications, content has always played an essential part of effective Public Relations.

However, PR pros that don’t accelerate their ability to develop content strategy, development and measurement quickly and effectively are being left behind as the future of digital PR evolves. This is a topic I’ve advocated for the past 3 years, starting out as a warning and now a reality.

Major changes in the digital marketing and PR world have revealed how social technologies, devices and ubiquitous internet access have opened the doors for all-the-time, “everywhere” connectivity to the web.

That connectivity enables consumers and brands alike to:  Create, Consume, Publish, Interact and Transact anywhere, anytime. From tablets to smartphones to getting digital content via your car, the relationship between technology and people has had a major impact on how information is discovered, consumed and shared or acted upon.

Lee Odden

Updated! A Master List of Social Media Marketing Management Tools

Lee Odden on Jul 15th, 2015     Social Media

Social Media Marketing Management Tools

Tools make reaching social media marketing goals possible. Whether you’re a soloprenuer or a multinational enterprise, it’s nearly impossible to manage a social media marketing program without using 3rd party tools.

During your journey through the 3D chess of social media tool options, you’ll have many decisions to make: Which tool should you start with? Should you use specialized or multi-purpose tools? What features distinguish basic from intermediate to advanced and when should you upgrade?

With the help of Emeric Ernoult (CEO of AgoraPulse, which is included in the list), we’ve updated our list of social media marketing management tools to help lead you in the direction of answering those questions. The list below contains information on 22 of the best social media marketing management tools, platforms and services to help manage and scale your online marketing efforts on the social web.