Lee Odden

B2B Marketers: Is Your Influencer Marketing Mechanical or Meaningful?

Lee Odden on Dec 11th, 2018     B2B Marketing, Influencer Marketing

influencer marketing

If they don’t care, they won’t share.

With the need to scale and drive efficient performance, many B2B marketers work hard to operationalize their efforts. While process brings efficiency, a transactional approach to a relationship-centric discipline can reduce effectiveness significantly.

The effect of a mechanical vs. meaningful relationship is particularly impactful when it comes to influencer marketing. This is why many in the field call it influencer relations – it’s a relationship business, not just an advertising buy.

Now that is not to say that paying B2B influencers is out of the question. In fact, it makes sense to clearly outline the situations where payment is appropriate and where it is not. For example, if you ask an influencer to attend an event and emcee a track or co-author an ebook, payment for that expertise and time is definitely appropriate. If you invite an influencer to share a quote for an article or be a guest on a podcast, then payment is less likely to be involved.

Caitlin Burgess

TopRank Marketing’s Top 10 B2B Content Marketing Trends & Predictions for 2019

Caitlin Burgess on Dec 5th, 2018     B2B Marketing, Content Marketing

It’s that time of year, B2B marketers. As the holiday seasons kicks into high gear and the countdown to a new year accelerates, we all find ourselves looking into our figurative crystal balls to gauge what the new year will bring, and how we’ll improve ourselves and our content marketing strategies, capitalize on opportunities, and adapt or side-step new challenges as they come.

2018 was a big year for content marketers—from the implementation of new data privacy and security regulations like GDPR to the rise of promising new tools and technologies to enhance personalization, measurement, and data analyzation. And from our perspective, 2019 is on track to bring even bigger changes, presenting both opportunities and challenges for B2B marketers.

Nick Nelson

Flipping the B2B Marketing Script: 7 Brands That Talk to Consumers, Not Companies

Nick Nelson on Dec 4th, 2018     B2B Marketing, Content Marketing

Examples of B2B Brands Marketing to People

“It feels like I’m talking to a wall.”

This is the utterance you might hear from a person whose counterpart in a conversation is not particularly engaged. If you’ve been there, then you know it’s not a great feeling.

But one of the biggest issues in B2B content marketing is actually the reverse: people tend to feel like the brands marketing to them are the ones talking to walls – as in, speaking to them as if they were an intangible corporate entity rather than a human being.

For this reason, “business to business” can be a troubling misnomer. In this discipline, we’re not really marketing to businesses – buildings with walls and stairs and desks and chairs – but the people who inhabit those buildings.

Debbie Friez

A Taste of Social and Influencer Marketing: What B2B Can Learn from B2C #SMBMSP

Debbie Friez on Dec 3rd, 2018     B2B Marketing, Influencer Marketing, Social Media

B2B Influencer Marketing Takeways from B2C Influencers

B2C brands pioneered the use of influential voices to boost their brand appeal, sales, and campaigns. And as more and more B2B brands and marketers dive into the world of influencer marketing, the question is: How can we leverage the knowledge, insights and tips B2C marketers have to share for our marketing efforts?

Last week, a panel of foodie influencers and bloggers provided some insights that can help answer that question. My TopRank Marketing colleague Jack Fitzpatrick and I attended Social Media Breakfast – Minneapolis St. Paul’s (SMBMSP) panel moderated by Michele Phillips, a food blogger, writer, photographer and content creator, which included food personality Lindsay Greene, tweeting BBQ enthusiast The Product Poet, and Eat.Drink.Dish MPLS founder Golnaz Yamoutpour.

Lee Odden

What B2B CMOs Need to Know About Successful Influencer Marketing

Lee Odden on Nov 27th, 2018     B2B Marketing, Influencer Marketing

B2B Influencer Marketing for CMOs

65% of multinational brands will increase Influencer Marketing spending in the next 12 months reaching $10 billion over the next 5 years.

With so much at stake for marketing in our fast paced industry, senior marketers must be able to see both the forest and the trees when it comes to influencer marketing in the B2B world. Much of what the marketing industry knows about working with influencers is seen through a consumer marketing lens often with the self-anointed social celebrities publishing ads as content without real passion for the brands.

With so much of influencer marketing akin to “get rick quick” with a shiny marketing object, many B2B marketing leaders can acquire unrealistic expectations about what works and what doesn’t with influencers in the business world.

Ashley Zeckman

Learning Changes Lives: Top Insights from #MPB2B & 5 Tips for Rocking Marketing Events

Ashley Zeckman on Nov 19th, 2018     B2B Marketing, Influencer Marketing, MarketingProfs B2B Forum

The MarketingProfs B2B Forum is hands-down one of the BEST conferences you can attend as a marketer. The keynotes are inspiring, the sessions are high-quality and the vibe makes you feel at home. Ann Handley and the MarketingProfs team work incredibly hard to orchestrate this great event each year and it shows.

The team at TopRank Marketing has been attending conferences like this one for decades and has been able to hone our focus to make the most of the time and investment that are made. Below are some highlights to help you get the most bang for your buck at events.

5 Tips for Getting the Most out of Marketing Conferences

Speaking

Alexis Hall

How Collaborating with Influencers Can Help You Save the Day and Change the World of Marketing

Alexis Hall on Nov 19th, 2018     B2B Marketing, Influencer Marketing, MarketingProfs B2B Forum

Influencer marketing is a phrase on the tip of most marketer’s tongues, but many are still struggling to figure out exactly what it means in the context of their B2B business and how to implement.

At last week’s MarketingProfs B2B Forum in San Francisco, TopRank Marketing’s Ashley Zeckman took the stage to help set the influencer marketing story straight and provide insights into what it REALLY takes to develop a successful B2B influencer marketing program.

Why the Sudden Need for Influencer Marketing?

Trust in marketers has fallen. In fact, a recent study by HubSpot found that only 3% of people trust marketers (just over lobbyists and politicians). And B2B marketers specifically are facing the worst of it. MarketingProfs and CMI’s most recent report found that only 51% of B2B marketers state that their marketing is moderately successful and 61% of them still don’t have a document content strategy.

Ashley Zeckman

How Dell, SAP and Dun & Bradstreet Collaborate with Influencers to Scale Successful B2B Content #MPB2B

Ashley Zeckman on Nov 16th, 2018     B2B Marketing, Influencer Marketing, MarketingProfs B2B Forum

This week at MarketingProfs B2B forum, some of my favorite influencer marketers took the stage for a lively discussion on how they’ve been able to scale content creation by collaborating with influencers.

The panel was led by TopRank Marketing CEO Lee Odden and included the following rockstar marketers:

Dr. Konstanze Alex – Head of Corporate Influencer Relations, Dell

Amisha Gandhi – Vice President, Influencer Marketing, SAP Ariba

Luciana Moran – Senior Vice President, Content & Creative, Dun & Bradstreet

If you’re interested in influencer marketing, then you’re in for a real treat. In this post, I’ll outline some of the best insights for B2B influencer success. But first, let’s look at WHY influencer marketing is a must-have for B2B marketers.

Alexis Hall

How High Impact Marketers Approach Marketing Strategy #MPB2B

Alexis Hall on Nov 15th, 2018     B2B Marketing, MarketingProfs B2B Forum

Planning for 2019 is well underway and most marketers are asking themselves if their plan will really impact results. Many marketers start with goal revenue numbers. And from there, work backwards to corresponding goals for leads, channels, tactics and audience targets. Unfortunately, the words that no marketer wants to hear ring clear from leadership: do more with less budget.

So how can you do more with less? How can you ensure success in the ever-changing landscape of the B2B consumer?

Samantha Stone, the Founder of the Marketing Advisory Network, suggests that marketers flip the usual model for 2019 planning. If you start with marketing strategy,  you can stop doing “more” and instead focus on a few tactics your team executes incredibly well, that can have a significant impact on the organization.

Ashley Zeckman

How B2B Marketers Can Drive Growth in the Age of Assistance #MPB2B

Ashley Zeckman on Nov 14th, 2018     B2B Marketing, MarketingProfs B2B Forum

One of the key themes for this year’s MarketingProfs B2B Forum is the importance of ongoing learning. And part of learning is growing. And part of growing means stepping outside of your comfort zone.

Gopi Kallayil, the Chief Evangelist for Brand Marketing at Google opened his morning keynote by encouraging the audience to do things that make you uncomfortable. And to prove his point, he involved the ENTIRE audience. How?

He started by asking the audience to raise their hand if they were either a fan of or expert Bollywood dancers themselves. Then, he asked all those people to join him on stage. Here’s proof that it worked:

Lane Ellis

50 B2B Marketing Influencers and Experts to Follow Into 2019

Lane Ellis on Nov 14th, 2018     B2B Marketing, MarketingProfs B2B Forum

B2B Marketing Influencers 2018

MarketingProfs B2B Forum 2018 is here, as some of the world’s savviest B2B marketing leaders and innovators come together in San Francisco for a much-anticipated conference.

To help business marketers find helpful voices to learn from, we’ve sorted through the nearly 100 excellent speakers and are thrilled to publish our annual list of B2B marketing influencers speaking at MarketingProfs B2B Forum.

List Methodology: First, we pulled the list of all speakers from the MarketingProfs website. Then we added those speakers to the Traackr influencer marketing platform to crawl each speakers’ respective social profiles and start tracking their content and the impact of that content amongst their networks. Using Traackr’s algorithm for ranking, we then sorted the speakers according to their respective social influence: reach, relevance, resonance, and audience metrics.

Lee Odden

B2B Influencer Marketing Interview: Whitney Magnuson, IBM

Lee Odden on Nov 12th, 2018     B2B Marketing, Influencer Marketing

Whitney Magnuson IBM

Our journey into the world of B2B influencer marketing continues this week with an interview featuring Whitney Magnuson, Global head of social and influencers at IBM Systems.

Overall, IBM has a long history working with influencers ranging from the Midsize Insider blogging program to the IBM Futurists. For her part at IBM Systems, Whitney has overseen the creation of a first-of-its-kind external influencer outreach program that has since become the model for IBM company-wide among many other accomplishments.

In this interview, Whitney talks about the differences between B2C and B2B influencer marketing, how influencer marketing is positioned within her company, a favorite influencer marketing campaign and tips on tools and measurement.

What brought you to the world of Influencer Marketing?