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 B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.

In Search of Trust: How Authentic Content Drives Customer Experience

Lee Odden on Aug 10th, 2020
Content Marketing

The experience customers have through marketing content can be one of the most important differentiators for brands today.

And yet 58% of B2B buyers don’t not believe claims made by the vendors they most recently bought from (TrustRadius).

It’s hard to create a great experience if customers don’t trust brand communications.

Trust is the gateway to influence perceptions, behaviors and actions and brands that want to succeed in the uncertain environment of today’s digital world need to double down on building trust with their customers. But how?

Today’s increasingly digital buyers have high expectations of the companies they do business with: buyers want personalized and relevant information, they want a consistent experience across channels, they want confidence in the brand as a company that cares about privacy, their customers and the community.

In Search of Trust: How Authentic Content Drives Customer Experience

B2B Marketing News: Top Channels for B2B Audiences, Podcasts Soaring, Smartphone Video Rules for Millennials

Lee Odden on Aug 7th, 2020
Online Marketing News

Short Form Video NRG

With the number of global video viewers projected to reach 2.72 billion in 2023 Snap Inc. commissioned a study from National Research Group surveying 1,000 smartphone owners and found that for Gen Z and millennials, smartphones top all other devices with 78% watching more video on their smartphones than they did last year. – AdWeek

Podcast listenership in the US has been soaring in recent years and US podcast ad spending is expected to surpass $1 Billion in 2021 – eMarketer

Coronavirus pandemic is reshaping our approach to social media: report. The average user now holds some 8.1 social media accounts and spends nearly 2 ½ hours using them daily, according to new GlobalWebIndex data. Mobile Marketing Magazine

Twitter May Soon Display Retweets and Quote Tweets in Separate Counts – Social Media Today

B2B Marketing News: Top Channels for B2B Audiences, Podcasts Soaring, Smartphone Video Rules for Millennials

For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport

Lee Odden on Aug 5th, 2020
B2B Marketing, Influencer Marketing

As the need for B2B brands to reach and connect authentically with customers rises, B2B influencer marketers are evolving from transactional and intermittent campaigns to more relationship driven, Always-On Influencer engagement programs as our research from the 2020 State of B2B Influencer Marketing report found:

19% are piloting
25% run periodic campaigns
34% use an Always-On approach

Transactional campaign approaches are hard pressed to develop brand loyalty and advocacy. That’s why, with 84% of B2B marketers focused on building brand awareness with their influencer marketing efforts, that ongoing influencer engagement has become essential for creating vested relationships that inspire more qualitative activations and brand advocacy.

For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport

20 B2B Influencer Marketing Pros to Follow from Top Brands

Lee Odden on Aug 3rd, 2020
B2B Marketing, Influencer Marketing

Recently we published the 2020 State of B2B Influencer Marketing report after surveying hundreds of B2B marketers about their experiences, best practices, tools, budgets and plans for the future.

In an environment where B2B marketing is decidedly digital and marketers are hard pressed to squeeze more productivity out of fewer resources, credible information about marketing best practices, operations and trends for the future are in high demand. Judging by the response we’ve had to The State of B2B Influencer Marketing Report so far, we’re definitely meeting a need.

There is both optimism and an unrealized opportunity with influencer marketing for B2B companies. For evidence, check out these stats from the report:

78% of B2B marketers believe prospects rely on advice from influencers

20 B2B Influencer Marketing Pros to Follow from Top Brands

2020 State of B2B Influencer Marketing Report from TopRank Marketing

Lee Odden on Jul 27th, 2020
B2B Marketing, Influencer Marketing

My team and I at TopRank Marketing are happy to announce the 2020 State of B2B Influencer Marketing Report!

Influencer Marketing has fast accelerated as a topic over the past few years with B2C influencers and brands getting the majority of attention. While consumer focused influencers have been impacted during the COVID-19 pandemic, B2B is a different story.

Whether in times of crisis or in competitive markets, B2B marketers are challenged to reach distracted buyers and create meaningful experiences that inspire trust, confidence and action.

As B2B marketers search for solid insight and leadership around marketing strategies to survive and thrive during this time of uncertainty, Influencer Marketing offers businesses a welcome dose of optimism.

2020 State of B2B Influencer Marketing Report from TopRank Marketing

Always-On Influencer Marketing: Building Thought Leadership for B2B Brands

Lee Odden on Jul 20th, 2020
B2B Marketing, Influencer Marketing

Thought Leadership is often a concept associated with individuals but brands, especially in B2B, can develop their thought leadership amongst the customer community as well. Thought Leadership is important for brands and individuals alike because trust is an issue for companies as people navigate misinformation, changing sources and become more skeptical of what brands and their people say.

What is thought leadership in 2020? Beyond publishing articles, speaking and writing books, Thought Leadership is about creating a reputation for expertise and authority within an industry. The notion is that becoming known for an area of expertise creates trust which can lead to consideration, evaluation and influence purchase behavior.

“Brands that cultivate a culture of Thought Leadership reap greater reputation and sales impact than those that do not”. Edelman LinkedIn B2B Thought Leadership Impact Study

Always-On Influencer Marketing: Building Thought Leadership for B2B Brands

How Can Marketers Be More Inclusive with Content and Influencers Right Now?

Lee Odden on Jul 13th, 2020
B2B Marketing

Female Executive

After the tragedy of George Floyd and the following protests and demonstrations, the awareness about the need for equality, inclusiveness and diversity has many companies taking action. Some organizations already have D&I initiatives and resources to guide them but many others are figuring out what is most relevant and meaningful for their business, customers, employees and community.

A lot of the negative bias that exists when it comes to equality is fueled by how people are represented or not in media and in marketing content. Marketers like our agency are in a unique position to make decisions about inclusiveness in the content produced and the people engaged as influencers both for the marketing performed for clients as well as for agency marketing.

How Can Marketers Be More Inclusive with Content and Influencers Right Now?

Always On Influence: Costs Less and Better ROI – Here’s Why

Lee Odden on Jul 6th, 2020
B2B Marketing, Influencer Marketing

Virtually every marketing tactic is under evaluation right now as B2B marketing departments react to the domino effect of changes in consumer spending during the pandemic. Many B2C marketers are putting a pause on their influencer marketing investments as the world of travel, hospitality, retail, sports and entertainment have changed dramatically.

In the business to business world, things have changed as well but not anywhere near as significantly and not always at the expense of lowered marketing budgets. The trend in B2B is digital and self serve from virtual events and prospect engagement to buyers now conducting the majority of their research and interactions on their own before making purchase decisions.

Always On Influence: Costs Less and Better ROI – Here’s Why

B2B Marketing News: COVID19 Impact on B2B, Boost in Online B2B Purchasing, Google Combines Search Console & Analytics Data

Lee Odden on Jul 3rd, 2020
Online Marketing News

Which Recommendation Types Do Consumers Find Most Compelling? “Based on your favorite” is the most impactful recommendation type, study data shows. MarketingCharts

Google Expands Access to its Business Messaging Tools from Search and Maps. Expanded brand reach to customers via maps and search listings are among features in a new tool rollout. Social Media Today

COVID-19’s Impact on the B2B Industry. B2Bs are figuring out how to stay in business, operate and recover. This often requires a digital transformation of marketing and sales efforts. eMarketer

Google to pay some publishers for content; others dubious. Alphabet’s Google on Thursday took a step towards resolving its spat with publishers, saying it would pay some media groups in Australia, Brazil and Germany for high-quality content and expects to do more deals, but others were skeptical.. Reuters

B2B Marketing News: COVID19 Impact on B2B, Boost in Online B2B Purchasing, Google Combines Search Console & Analytics Data

Three B2B Marketing Tactics That Will Outlast the COVID19 Pandemic

Lee Odden on Jun 29th, 2020
B2B Marketing, Influencer Marketing, SEO

Without question, the COVID-19 pandemic has had an impact on the B2B world with companies generally reducing marketing budgets. At the same time, many B2B companies are maintaining or increasing marketing spend as we’ve seen with most of our clients at TopRank Marketing.

While there has generally been a shift from explicit sales/push marketing content to brand messaging that is more aligned with the times and empathetic to customers, sales expectations still exist for B2B brands during the COVID-19 pandemic.

The challenge many B2B marketers are facing is to understand how to navigate both the short term changes in what works for customers in the current environment as as well as in the long term, post-crisis.

Three B2B Marketing Tactics That Will Outlast the COVID19 Pandemic

Trust in Marketing: How to Build Influence with the C-Suite and on the Street with Customers

Lee Odden on Jun 22nd, 2020
B2B Marketing

80% of CEOs don’t trust marketers.

And yet 91% of CEOs do trust CIOs and CFOs

Ouch!

In addition to the many challenges marketers are currently facing with the COVID-19 pandemic and overall social change, a study by Fournaise Group found that CEOs felt marketing was not meeting expectations, causing a lack of confidence. Whether it was due to too much emphasis on martech or marketing “hype”, the outcome is clear: the credibility of marketing is at risk.

The thing is, those credibility issues are not limited to the C-Suite. Customers have trust issues with marketing as well and for good reasons:

Brand vs. Customer Focus
Lack of Confidence & Trust
Not Delivering Value
Not Meeting Expectations
Lack of Authenticity

Trust in Marketing: How to Build Influence with the C-Suite and on the Street with Customers

How to Tap the Most Powerful Marketing Force in the World – Fanocracy

Lee Odden on Jun 15th, 2020
Book Reviews

Photo: David Meerman Scott

One of the most coveted things a brand can earn is the emotional investment of their customers in the brand itself. That undeniable force that can make or break a business is why the Wall Street Journal bestseller, FANOCRACY – Turning Fans into Customers and Customers into Fans is a must read for marketers today.

Co-authored by best selling author and international keynote speaker David Meerman Scott and his daughter Reiko Scott, Fanocracy was 5 years in the making. David and Reiko have developed a blueprint of 9 steps for marketers to tap in to the most powerful marketing force in the world: passionate fans.

How to Tap the Most Powerful Marketing Force in the World – Fanocracy