Lee Odden

Lee Odden

50 Top B2B Marketing Influencers 2017

Lee Odden on Oct 3rd, 2017     B2B Marketing

B2B Marketing Influencers

It’s October and you know what that means? Its B2B Marketing influencer speaker list time again.

One of my all-time favorite conferences is MarketingProfs B2B Forum in Boston and for the past few years I’ve had some fun listing out a top list of speakers ranked by influence around the topic of “B2B marketing”.

As usual, I used the influencer marketing platform Traackr to import the list of speakers from #mpb2b 2017 and rank them according to a combination of topical resonance and relevance as well as network reach related to “b2b marketing”.  Of course, use of their platform in this way is like 1% of what Traackr can do. I imagine they cringe every time I use their robust tool for such a simple list – but hey, they provide me with access and I use the tool as I see fit.

Lee Odden

Learn Influencer Marketing 5 Ways

Lee Odden on Sep 25th, 2017     Influencer Marketing

Learn Influencer Marketing 5 Ways

A quick look at Google Trends comparing Influencer Marketing to other marketing disciplines shows a near hockey stick growth trend. Since my team consults and I advocate, write and speak about influencer marketing so often, people often ask me: “Is influencer marketing a real trend?”.

Google Trends Influencer Marketing

Looking back on my experience in digital marketing over the past 20 years with the advent of disciplines like SEO, social media and content marketing, I’d say the momentum around influencer marketing has many of the same characteristics. It’s here, it’s still early and will continue to grow.

While working with influencers isn’t all that new, my experience talking about influencer marketing with B2B brands (and many agencies) has taught me that many B2B marketers are not fully aware or confident about where working with influencers fits in their marketing mix.

Lee Odden

50 Influential Women in Content Marketing 2017

Lee Odden on Sep 5th, 2017     Content Marketing

50 Influential Women Content Marketing

With over 200 speakers, moderators, panelists and workshop leaders at the 2017 Content Marketing World conference, it is a substantial task to investigate the influence of so many accomplished marketing professionals.

For this year’s list of influential content marketing speakers, I went a step further and took into account those who have presented at Content Marketing World over the past 3 years. That’s 392 speakers in all!

content marketing influencer network visualization traackr

We’ve been publishing lists like this for years and with the help of Traackr for assessing topical influence, relevance, resonance and reach, I think we have another great group of content marketing smarties for you to follow.

Lee Odden

15 Ways to Supercharge Your Digital Marketing

Lee Odden on Aug 9th, 2017     Digital Marketing

15 Ways Supercharge Digital Marketing

Good marketing programs involve strategy, goals, target audience, tactics and measurement. Great marketing programs often include a special ingredient to really supercharge the engine of leads and sales.

To help you supercharge your marketing success, I’ve reached out to some of the most trusted voices in the digital marketing world speaking at the upcoming Digital Marketing Summit Minneapolis conference for their quotable advice. Marketers from companies like 3M, Thomson Reuters, IBM, The Economist Group, BMC Software, Pandora, Salesforce, Adestra, Schwinn Bicycles, SEMRush and our own agency, TopRank Marketing have joined experts including Seth Godin and Ann Handley to share their pithy tips on a variety of digital marketing topics.

What topics you ask? How about: Content Marketing, Influence, Social Storytelling, Artificial Intelligence, Email Marketing, Social Customer Service, Purposeful Marketing, Reputation Management, Thought Leadership, Audio Marketing, Creative Content & Promotion, SEO, Design Thinking and Marketing with Micro-influencers.

Lee Odden

12 Ways to Ignite Your B2B Marketing #IgniteB2B

Lee Odden     B2B Marketing

Ignite B2B Marketing

B2B is no longer the purview of “boring to boring” but instead represents one of the greatest opportunities for innovation in the marketing world. But what ideas, strategies and tactics are igniting the sales cycles, lead nurtures and ROI performance metrics for B2B brands?

To answer that question I reached out to my fellow speakers at the upcoming Ignite B2B Marketing conference, happening in London June 22nd. B2B marketers from major brands including Dun & Bradstreet, Shell, Philips, ADP, Adobe, Cisco, Samsung and IBM as well as my pals Carla Johnson and Doug Kessler chimed in with their insights on everything from the growing role of data to customer experience to virtual reality to continuous innovation.

Lee Odden

The Secret to Creating Scalable, Quality Content and Better CX – Infographic

Content Experience Influence

A woman walks into a retail store and looks around, not finding what she’s there for. She approaches a sales associate and asks, “Excuse me, can you show me where the top of the funnel is? I need to be confronted by every touchpoint of your predetermined sales process before I can purchase something”.

Not one of your customers is doing this.

So why do brands continue to drive content marketing programs based on a linear, sequential buying journey? With so many consumers numb to brand messaging and increasingly blocking advertising, how can marketers do a better job of connecting with and engaging customers with content?

Lee Odden

5 Essential Insights on Influence and the Future of Customer Engagement

Lee Odden     Influencer Marketing

Future Marketing Influential

When planning for 2017 and into 2018, many marketers have placed a high priority on customer experience and the content that helps make the best customer engagement happen.

At the same time, companies are challenged to create a variety of engaging content on a consistent basis coupled by the fact that consumers are less trusting of brand communications and advertising.

There are many suggested solutions to the challenges of creating consistent, high quality experiences for customers that range from integrated technology platforms to cognitive marketing applications incorporating big data, artificial intelligence and machine learning. This is one of the key roles that a savvy agency can play for brands: to help develop a digital marketing strategy and corresponding technologies needed.

Lee Odden

Is Cognitive Technology the End of Marketing As We Know It?

Lee Odden     Digital Marketing

Cognitive Marketing

“Will artificial intelligence replace marketers in the near future?”

Loren McDonald IMB Watson MarketingThis is the compelling question posted by Loren McDonald of IBM Watson Marketing during his presentation at the recent Digital Summit conference in Los Angeles. While many marketers might consider this a provocative presentation opener, there are some blunt realities marketers need to consider if they want to remain in the field and be competitive.

Consider these stats:

  • ‘Intelligent agents’ or AI will destroy 6% of all jobs in the US by 2021. Forrester Research
  • AI could threaten up to 47% of jobs in two decades. Eric Berger, ars Technica
Lee Odden

Essential Search and Social Media Promotion Tips for News Content

Serena Ehrlich BusinessWire

Marketing and PR greatness must include equal parts intelligence, creativity and a focus on results. But there’s one more important ingredient necessary to help you stand out: enthusiasm.

Serena Ehrlich from Business Wire has all of these characteristics and at the Digital Summit LA conference, she shared a cornucopia of practical advice about media relations and promotion of news content with zest and gusto.

Here are a few highlights.

Serena EhrlichIt’s common sense and supported by research that industry media is a source of news and trusted information for buyers of every kind. Consumers and journalists have changed right along with the technology used to discover, consume and engage with content.

Therefore, it’s essential that marketing and communications professionals empathize with their audience to understand their preferences and give them what they want.

Lee Odden

Supercharge Your Marketing at Digital Summit Los Angeles #DSLA

DSLA 2017

Coming off the supercharged sun, surf and sand themed social media extravaganza of SMMW17 in San Diego last week, I am now literally sitting on a beach.

Beach Costa Rica

Here on the West coast of Costa Rica, with the waves crashing, birds singing their songs in the trees and the distant sounds of kids laughing as they play in the sand, it’s a great time to reflect and look forward.

Before I completely check out of the digital world for the week, except for an occasional photo on Instagram of course, I wanted to share some of the things I’m looking forward to most at my next conference April 4-5: Digital Summit Los Angeles.

Lee Odden

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

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

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?