Caitlin Burgess

9 Sizzling Influencer Activation Tips from Lee Odden #MPB2B

Caitlin Burgess on Oct 21st, 2016     B2B Marketing, Content Marketing, Influencer Marketing

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Influencer marketing is an incredibly hot topic in the marketing world—and it’s not hard to see why. Influencers add insight, credibility and authority to the content they help create, and they also have the potential to bring that content to a new audience.

But what makes someone influential? Is it popularity? Is it celebrity? Is it the fact that they have niche expertise? And how do you identify, activate and continue to build on your relationships with influencers?

During his Sexy Hot B2B Influencer Activation session at MarketingProfs B2B Marketing Forum, TopRank Marketing CEO Lee Odden delivered a presentation packed with actionable tips, tools and examples that answered all these questions and more.

Lee Odden

50 Top B2B Marketing Influencers

Lee Odden on Oct 18th, 2016     B2B Marketing, Influencer Marketing

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First of all, Happy 10th Birthday to our favorite B2B Marketing Influencer, Ann Handley and the MarketingProfs B2B Forum team!

Time flies when you’re working hard, smart and with style – just like Sharon Hudson, Julie Pildner and their team have been for so many years to create a great experience for B2B Forum attendees.

There are a very small number of industry conferences that I look forward to attending year after year and the B2B Forum is at the top of that list. Many other B2B marketing practitioners and leaders that feel the same way and that’s why the content is so good year after year. MarketingProfs has built something solid both in terms of the event and the community.

Joshua Nite

[eBook] Influencer Marketing: It’s Time to Get Real

Joshua Nite on Oct 12th, 2016     Content Marketing, Influencer Marketing

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If you’re interested in influencer marketing, let’s do a little thought exercise:

Imagine being invited to a party full of influential people. The moment you walk through the door, you approach the first famous face you recognize and say, “Hey, I just met you and this is crazy, but can you help me move this weekend?”

Imagine the stunned silence…the sideways glance…the “And you are…?” that is sure to follow. The hardest thing to imagine would be that strategy succeeding.

In real life, we take time to get to know someone before asking them for a favor. We take an interest in them as a person. We try to do something nice for them. After a good long time, we might lay a big ask on them—once we could make a compelling case for doing so.

Lee Odden

Where to Learn About Influencer Content Marketing in Europe & the U.S.

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As a fast growing content marketing agency, especially when it comes to working with influencers, TopRank Marketing has experienced great growth this year working with new clients in the U.S. and abroad.

To continue building awareness of the great work my team has been doing and to share the insights I’ve learned as an active practitioner and strategist, I will be giving keynotes, solo presentations and workshops in 4 different countries over a 60 day period during October and November. Of course I will be joined by an excellent cadre of talented and experienced marketing speakers covering a range of topics, so each event is a great opportunity to learn, network and get inspired for 2017.

Ashley Zeckman

How to Win Social Friends & Influence Your Customers @LeeOdden Keynote

Ashley Zeckman on Sep 15th, 2016     Content Marketing, Influencer Marketing

How to Win Social Friends and Influence Your Customers

In his keynote at the Social Media Rockstar event yesterday, TopRank Marketing CEO Lee Odden opened with a heartwarming story about building influence.

For anyone who doesn’t think that building influence is something they can do, this story is a must hear (or in this case, read).

The story is about a fifth grader named Sam. Sam is an influencer. An aspiring author, Sam decided to write a book and include some of his classmates as characters. To make editing and collaboration easy, Sam wrote his book on Google Drive and shared it with his classmates, asking them to review and make edits. This small ask quickly became a competition in his classroom to be included in the story and to be involved in the project. Sam become the center of attention. Sam become influential.

Ashley Zeckman

The Microsoft Factor: Scaling Influencer Marketing to Transform a Global Brand #CMWorld

Ashley Zeckman on Sep 8th, 2016     Content Marketing World, Influencer Marketing, Online Marketing

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Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. But why?

There are many reasons that these programs don’t work according to Traackr CEO Pierre-Loïc Assayag in his presentation with Microsoft’s Amanda Duncan and Eve Psalti at Content Marketing World. These reasons include:

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Often times, these transient interactions with influencers yield limited results. Think of it like a lot of first dates that don’t develop the relationship further or lead to a marriage.

True influence is based on trust and built on relationships. And the secret to influencer marketing ROI is to play the long game. But how do you scale intimacy?

Ashley Zeckman

How Dell Approaches Integrated & Authentic Influencer Marketing #CMWorld

Ashley Zeckman on Sep 8th, 2016     Content Marketing World, Influencer Marketing

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Shelley Ryan and Lauren Mauro of Dell kicked off their afternoon session at Content Marketing World with some exciting news. According to the dynamic duo, Dell has purchased EMC, which I believe makes them the largest privately held company in the world!

At the beginning of their session, Lauren and Shelley shared what their session would NOT be. They vowed not to talk about the case for influencer marketing, the risk of not having a strategy or a college course for why you should do influencer marketing.

What they did focus on was their point of view, real examples and their own journey with influencer marketing.

Dell’s Approach to Authentic Influencer Marketing

Shelley Ryan shared that TopRank Marketing CEO Lee Odden has been a great sounding board for their influencer marketing program. One of the things he said that stuck out in her mind was:

Ashley Zeckman

Is Your Influencer Marketing Program Not Effective? Here’s Why

Ashley Zeckman on Sep 1st, 2016     Content Marketing, Influencer Marketing, Online Marketing

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At some point or another, we’re all guilty of falling into one fad or another. A fad is something that quickly blows up but is often short lived because people quickly realize that the quality simply isn’t there.

Many brands are in danger of allowing their influencer marketing programs to quickly become a passing fad. Why? Instead of taking the time to build relationships with influencers in a meaningful way, they’re just tapping them on the shoulder when they need something.

Let’s take a step back for a second and look at what influencer marketing programs should be. TopRank Marketing CEO Lee Odden defines influencer marketing as:

The practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.”

Ashley Zeckman

Winfluencer Marketing: How B2B Companies are Winning Hearts & Minds with Influencer Content

Ashley Zeckman on Aug 26th, 2016     B2B Marketing, Influencer Marketing

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“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 Marketing

Influencer marketing has gained an enormous amount of popularity over the past few years but marketers still have lots of questions. How does influencer marketing work? Is influencer marketing right for my brand? How do I find influencers?

In addition to coming up with a new meaning for B2B (Beards & Bacon) and providing one lucky tweeter a box of bacon covered donuts, TopRank Marketing CEO Lee Odden answered these questions (and more) as he took the stage at the Uberflip Experience in Toronto.

Lee Odden

Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M

Lee Odden on Aug 22nd, 2016     Influencer Marketing, Interviews, Social Media

Amy Lamparske

One of the great benefits of social media is the dual effect of creating access to people of influence while helping individuals with expertise and points of view become influential themselves. One of my connections that serves as a great example of this is Amy Lamparske, Head of Global Social Media at 3M.

Local events and blogging undoubtedly created mutual awareness, but I didn’t meet Amy in person until she was Director, Digital Marketing at Walmart and then again when she was Director, Digital and Social Media at General Mills. In her current role at 3M, I’ve been able to see Amy’s thought leadership in action in situations ranging from being a keynote speaker at the first Brandwatch user conference to host of a Conference Board event on Social Media. Each time was a learning opportunity because Amy provides a view into enterprise social media marketing and advertising that is deep, insightful and fast moving. I’m not alone in this sentiment:

Joshua Nite

How B2B Marketers Can Rise Above Roadblocks with Influencer Marketing

Joshua Nite on Aug 10th, 2016     B2B Marketing, Influencer Marketing, Online Marketing

Roadblocks-Influencer-Marketing

As the old joke goes, there are two seasons in my home state of Minnesota: Winter and Road Construction. Right now, we are smack in the middle of the latter.

I’m a guy who doesn’t like pony-sized potholes on my streets. So I try to make peace with the endless lane changes, reroutes, and slow-downs. But sometimes it seems like they go out of their way to mess up our routines, doesn’t it?

If you’re a B2B marketer, you may feel similar desperation looking at your marketing channels. It seems like every route between you and your audience is getting blocked or traffic jammed. Organic social visibility is way down: Each Facebook post you make will reach between 2-6% of your followers. A quarter of those who might be interested in your display ads are using ad blockers. Your content can only engage readers if they can find it, and there’s a lot of commodity content clogging the roads.

Ashley Zeckman

Should You or Shouldn’t You: 3 Ways to Tell if Influencer Marketing is Right for Your Brand

Ashley Zeckman on Jul 21st, 2016     Digital Marketing, Influencer Marketing, Online Marketing

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Reaching and connecting with customers in a meaningful way has become incredibly challenging. There I said it.

It’s no wonder with the sheer number of  flash-in-the-pan marketing practices have somehow made their way into brands large and small only to leave marketing teams throwing their hands up in frustration. The amount of knowledge and data that we have access to today really is incredibly. Unfortunately, it can be hard to filter out the sage advice from that which is better left undiscovered.

It wasn’t so long ago that everyone started saying: “brands need to be on social!”, so companies jumped at the chance and signed up for every social platform available (even those that didn’t make sense). Then, when people said: “we need content!”, it led to a huge boost in the amount of content created and even today 76% of marketers plan to create more content this year than the year before.