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Your B2B Influencer Marketing Program Checklist

Katelyn Drake on Sep 22nd, 2022
B2B Marketing, Influencer Marketing

Ready to launch your B2B influencer strategy, but not sure where to start?

We’ve got you covered! Get started on the journey toward boosted brand awareness (and more!) with this quick guide detailing the first steps of initiating a B2B influencer marketing program.

First, identify your purpose.

Dive deeper into understanding your clients, their true objectives, and how your business serves them. Through client surveys and interviews, you’ll learn how your clients feel, gain new insight into their influences, and strengthen your overall relationship.

Next, it’s time to invest and execute.

Use your newfound understanding of your buyers to create a small pilot program. Start by collecting new data, testing overall program effectiveness, and identifying areas for improvement. A pilot program is a learning opportunity that prepares you for long term strategy. Kind of like an hors d’oeuvre before dinner.

Your B2B Influencer Marketing Program Checklist

Livestream Marketing: 5 B2B Brands Elevating With LinkedIn Live

Lane Ellis on Sep 21st, 2022
B2B Marketing, LinkedIn, Video

B2B brands have increasingly turned to LinkedIn*’s live-streaming offering LinkedIn Live to elevate their messaging in creative new ways. Brands using LinkedIn Live are increasing engagement from virtually all public-facing sides of their organization, and pulling their professional communities closer than ever in real time using live-streaming.

The past year has been the first that LinkedIn has offered LinkedIn Live Events, a combination of LinkedIn Live and the professional platform’s other event features, and B2B brands have increasingly found value in the combined one-two punch, as we’ll explore.

The updated LinkedIn Live Events experience has allowed brands to create more robust virtual events, which have become de rigueur, must-have offerings for many brands since the pandemic began.

Livestream Marketing: 5 B2B Brands Elevating With LinkedIn Live

Beyond B2Sea: 5 Top Lessons B2B Marketers Can Learn from Pirate Movies

Joshua Nite on Sep 19th, 2022
B2B Marketing, Content Marketing

Avast, ye scurvy swabs! Today be Talk Like a Pirate Day, a holiday for landlubbers and seadogs alike. Ye don’t have to send cards or give gifts — just use your best nautical lingo and don’t forget the ARRRRs!

Talk Like a Pirate Day was first celebrated in 1995, but gained popularity online in the 2010s. It’s a good opportunity to be a little silly, watch some great movies, and maybe even learn a few pointers to guide your B2B marketing.

So batten the hatches, hoist up the mizzenmast, and shiver your timbers: Here are five lessons you can learn from pirate movies.

Beyond B2Sea: 5 Top Lessons B2B Marketers Can Learn from Pirate Movies

The Secrets of Creating Inspired B2B Content Experiences, Revealed

Nick Nelson on Sep 16th, 2022
B2B Marketing, Content Marketing, Content Marketing World

Picture this:

It’s mid-December and you’re on a road trip through Florida. A man stands on the side of the highway, holding a sign and pointing his thumb skyward. “To Jacksonville,” it reads, plainly indicating his intentions. Without a second thought, you keep driving and think of the hitch-hiker not once again.

What if the scenario instead played out like this?

It’s mid-December and you’re on a road trip through Florida. A man stands on the side of the highway, holding a sign and pointing his thumb skyward. “To Mom’s for Christmas,” it reads. Suddenly your heart swells, filled with memories of your own cherished holidays past, and somber thoughts of families around the world kept apart.

The Secrets of Creating Inspired B2B Content Experiences, Revealed

Forrester: Most Thought Leadership Isn’t Thoughtful or Leading: We Need to Fix That!

Lee Odden on Sep 15th, 2022
B2B Marketing

Thought Leadership is a bit part of many B2B brand strategies but Lisa Gately @LisaGately, Principle Analyst at Forrester says most thought leadership isn’t thoughtful or leading, so we need to fix that.

What is thought leadership personified? Many think of Dr Fauci. There are many examples of trusted experts we rely on for information, direction and inspiration.

Lisa says most B2B content isn’t serving buyers or business goals. Technology buyer research from Forrester shows buyers are oversaturated with content, yet they are seeking trusted subject matter expertise backed by data to help them make decisions

Here’s a thought leadership:definitionL Thought leadership is an intentional exercise of knowledge skills and expertise to increase awareness elevate perception and drive preference related to key issues that audiences care about.

Forrester: Most Thought Leadership Isn’t Thoughtful or Leading: We Need to Fix That!

12 B2B Marketing Sessions You Can’t Miss at Content Marketing World 2022

Lee Odden on Sep 13th, 2022
B2B Marketing, Content Marketing, Marketing PR Conferences

Photo: CMWorld 2021

It’s amazing to think that 2022 marks the 12 year anniversary of Content Marketing World. This year also represents the 12th time I’ve presented at CMWorld with the first presentation in 2011: A Content Marketer’s Guide to Social Media and Search Strategy. That first amazing event had about 50 speakers and around 600 attendees.

Conference Comic CMWorld 2011

Fast forward to today and this year’s Content Marketing World has nearly 200 speakers providing workshops, keynotes, and breakout sessions with anywhere from 3,000 to 4,000 attendees. I am just as excited to present this year as my first with a session on The Secrets of Creating Inspired B2B Content Experiences Wednesday September 14th at 1pm in Grand Ballroom B.

12 B2B Marketing Sessions You Can’t Miss at Content Marketing World 2022

Brightcove’s Jennifer Griffin Smith: Why Every Company Should Act Like a Media Company

Lee Odden on Sep 9th, 2022
B2B Marketing, Marketing PR Conferences, Video

I am sure you can relate to the frustration of being bombarded with information online. There are distractions everywhere. The thing is, if you’re frustrated as a customer, you’re certainly frustrated as a marketer trying to break through.

What’s a solution? Jennifer Griffin Smith the CMO at video communications platform Brightcove said in her presentation at INBOUND 2022 that thinking as a media company we can more effectively connect with customers. Just look at Netflix for example. They don’t renew a show unless the content performs. They think very specifically about the audiences they’re trying to serve and optimize programming and the content experience accordingly.

We’ve all heard “content is king”, but with 4.6 billion pieces of content consumed on a daily basis (eMarketer), there’s simply too much content.

Brightcove’s Jennifer Griffin Smith: Why Every Company Should Act Like a Media Company

LinkedIn’s Allyson Hugley on What’s Next: Connecting with Future Buyers

Lee Odden on Sep 8th, 2022
B2B Marketing

The 2022 edition of HubSpot’s INBOUND conference is an interesting mix of live and streamed sessions. As a B2B marketer that relies daily on LinkedIn, I was really looking forward to the insights Allyson Hugley, Global Director, Customer Insights at LinkedIn Marketing Solutions* had to share in her streamed What’s Next presentation, Connecting with Future Buyers: Winning Mindshare to Grow Market Share.

With over 850 million members, Linkedin is the top of the mountain when it comes to data around business professionals and Allyson did not disappoint in sharing her insights. According to research from Business Insider, people trust LinkedIn more than any other social platform. That trust and the rich insights available are essential for B2B marketers in understanding how to most effectively attract and engage future business buyers.

LinkedIn’s Allyson Hugley on What’s Next: Connecting with Future Buyers

11 Must See B2B Marketing Sessions at INBOUND 2022 Plus BONUS Picks for Inspiration

Lee Odden on Sep 7th, 2022
B2B Marketing, Marketing PR Conferences

It has been a full 7 years since I’ve attended an INBOUND conference. In 2015 I gave a content marketing presentation, Hungry for Better Content: What the Mighty Hamburger Can Teach Us About Repurposing & Personalizing with Modular Content.

Sandwiched between Charlene Li and Mari Smith, expectations were high and unfortunately I spent the entire night before battling the effects of acid reflux. But I survived and so did the attendees of my session!

Fast forward to 2022 and I’ll be attending INBOUND to connect with top B2B marketers in the industry, as well as clients and peers in the lead up to the late Q3 and Q4 conference season. Due to COVID I haven’t attended many real-world events over the past 2 years and I’ve missed the connections, the insights, the competitive intelligence and customer engagement that conferences so easily facilitate.

11 Must See B2B Marketing Sessions at INBOUND 2022 Plus BONUS Picks for Inspiration

Evolving Agency Roles: Why Outside Help Is More Important Than Ever For B2B Brands

Nick Nelson on Sep 5th, 2022
B2B Marketing

I know: it probably sounds self-serving for a guy who works at a marketing agency to talk about how agency partners are becoming more indispensable than ever for B2B brands.

But it’s simply the truth, and the numbers bear it out.

According to CMI’s latest B2B Content Marketing Benchmarking report, around half of all respondents report outsourcing content marketing activities. Of note: 57% of the companies categorized as “most successful” use outsourcing, compared to 36% of the “least successful.”

(Source)

“Regarding large companies,” CMI wrote in the report, “61% indicated last year that they outsourced. This year, the figure was up to 75%. This suggests that in the early phase of the pandemic large companies pulled the reins back on outsourcing but are now back to the practice. In fact, more large companies are outsourcing now than in 2019 (75% vs. 71%).”

Evolving Agency Roles: Why Outside Help Is More Important Than Ever For B2B Brands

B2B Marketing News: B2B Marketers’ Most Trusted Brands, Amazon’s B2B Push, LinkedIn’s New Pinned Comments, & Google’s Quick-Read Labels

Lane Ellis on Sep 2nd, 2022
B2B Marketing, Online Marketing News

The 30 Brands B2B Professionals Trust Most
Apple, Adobe, Microsoft, Amazon, and LinkedIn hold the top-five most-trusted brand spots among B2B professionals, with technology firms Google, Zoom, HubSpot, Samsung, YouTube, and Dell amoong the brands with exceptional or excellent trust factors, according to newly-released B2B survey data. MarketingProfs

“Upholding honesty within your brand allows for your audience to trust you, even in difficult times. Remain authentic and say exactly what you mean, so that you can retain long-term customers and clients.” — Goldie Chan @GoldieChan Click To Tweet

B2B Going Green
B2B firms Cisco and BMO were among the winners at the Association of National Advertisers (ANA) B2 Awards that have prominently featured their sustainability efforts, and the ANA has shared summary case studies on these and other B2B firms, the organization recently announced. ANA

B2B Marketing News: B2B Marketers’ Most Trusted Brands, Amazon’s B2B Push, LinkedIn’s New Pinned Comments, & Google’s Quick-Read Labels