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Dutch mobile revenues show bigger drop in Q2 as Covid-19 effects hit B2B market
2020-09-15 09:00:00| Telecompaper Headlines
(Telecompaper) The decline in mobile service revenues on the Dutch market accelerated in the second quarter to a 4.5 percent year-on-year fall to EUR 886 million, according to the latest research by Telecompaper. Less travel and more working at home due to the coronavirus meant lower roaming and out-of-bundle revenues and also slower customer growth. The continued pressure on especially the business market due to the pandemic effects has led Telecompaper to downgrade its forecast for full-year revenues in the latest edition of the Dutch Mobile Operators quarterly report.
B2B Influencer Marketing Report Finds Always-On Programs 12X More Successful Than Periodic Campaigns
2020-08-11 17:11:21| Marketing and Public Relations - M&O
74% of B2B marketers agree influencer marketing improves customer and prospect experiences, only 19% are running ongoing influencer marketing programs The 2020 State of B2B Influencer Marketing Report also includes case studies from SAP, LinkedIn, monday.com, and Cherwell Software FOR IMMEDIATE RELEASE [August 11, 2020], Minneapolis, MN — Award-winning B2B marketing agency TopRank Marketing released […] The post B2B Influencer Marketing Report Finds Always-On Programs 12X More Successful Than Periodic Campaigns appeared first on Newsroom.
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10 Tips To Build Trust With B2B Influencers & Buyers
2020-07-31 13:00:23| Marketing and Public Relations - M&O
How can marketers build trust with B2B influencers and buyers, and how can brands begin a pilot or expand an existing B2B influencer marketing program? Luckily, our CEO Lee Odden spent time with Dr. Ai Addyson-Zhang as a guest on her Social Media Marketing Live Streaming Show, exploring the increasingly-popular use of influencer marketing among B2B organizations. Together Lee and Ai came to a number of fascinating conclusions, and shared helpful take-aways for those looking to learn more about B2B influencer marketing. Lets jump right in with 10 insider tips to build trust with B2B influencers and buyers. 1 The Foundations Of B2B Influencer Marketing Influencer marketing is about the practice of activating people that are external to a brand, but also those internal to a brand who have active and engaged communities people who are publishing and who have communities of people listening to them. Its important to collaborate and co-create content with influencers in a way that creates mutual value for the influencer and the brand in a way that is measurable with a measurable outcome. 2 Micro-Influencers & The Voice Of The Customer Gone are the days of having to just go after true celebrities, inviting them to do something, and hoping for massive engagement instead, influence has been democratized, Lee noted. Everyone is influential at some level. We're all empowered to connect with like-minded individuals to create our own communities, and people are paying attention to what we have to say. We're publishing fairly regularly, and we are creating influence, which really is something that one can view holistically in 2020. Going for a little bit from a lot of different people thats the niche, the micro-influencer approach is increasingly more relevant as a way to create advocacy and co-create content in a way that's really close to the voice of the customer. Its definitely not some pre-packaged thing that a brand made and just copied and pasted and gave to a celebrity and said, Here, publish this. 3 The Nature Of Influence Is Changing And Evolving TopRank Marketing did a study with data-driven influencer marketing platform Traackr and Brian Solis at Altimeter Group a couple of years ago, and at that time only some 11 percent of B2B brands were actively engaged in influencer marketing. Now that number is more likely somewhere around 50 percent. One of the big changes in the last couple of years is the advent of the E.U.s General Data Protection Regulation (GDPR) and in the U.S. the California Consumer Privacy Act (CCPA), along with pending updates to FTC guidelines around influencers and working with them. This means that brands really need to take compliance seriously, with disclosure and that sort of thing it's not something to mess around with or leave to chance. Theres got to be some level of governance, especially when you're paying influencers. There are clever brands like Adidas that have started to use dark social social that can't be tracked publicly as a way to connect with influencers, using SMS and text messaging. They're creating things called Tango Squads (see How Adidas is using WhatsApp as a direct marketing channel) clusters of youth that are advocates around soccer, and around the world they share things with them. It's not public it's all through text messaging, or WhatsApp or similar apps. That's becoming more of a problem, as more brands are starting to understand that their audience isn't necessarily engaging in the same way publicly as they might through private messaging, Lee noted. 4 In Influencer Marketing Specificity Rises To The Top If someone wants to know about this one thing, they know they can get all of it from the right influencer. Today we have so many more options for engaging with people that already have influence. If you can find ways to create value for them, even if it's just giving them relevant kudos, giving them feedback on something that they wrote about, giving them a reaction, or inviting them to contribute. Ask a group of people just one question, and then create a round-up post. If you can create value for people in a relevant way, you're going to start to become more influential yourself. When you can help other people become influential as you rise in your career as an influencer if you help other people who are coming up in the world to become influential and give them exposure, that is even more powerful at creating influence for yourself. Most of the time brands will have a fixed budget, and go Look, this is how much money we have. Are you in or not? However compensation comes in different forms. 5 Identifying Influencers & Their Topic Of Influence Its important to identify your own topic of influence. What is it that you want to be influential about that your customers also care about? You can use search engine optimization (SEO), customer relationship management (CRM), and social data to get an understanding of what it is that people are thinking about relevant to the brand and customer connection. That intersection of topics can then be used to go find the right influencers. First its key to look at topical relevance. Next is resonance the degree to which that topic resonates with their audience. Once you've used data to identify a raw list of people that are candidates, you literally have to manually inspect their accounts to make sure that they are who they say they are, and that their publishing cadence is good, and not someone who hasnt tweeted in two years, for example. 6 What Are The Maturity Levels Of Influencer Marketing Programs? Its important to know where a company is in their maturity of working with influencers and influencer marketing, Lee urged. There's an argument to be made for beginning a pilot program. Get your feet wet in terms of understanding what it's like to work with influencers, and collaborating with them.
5 Ways To Build A Smarter B2B Influencer Marketing Strategy Lee Odden Interview
2020-06-18 12:31:11| Marketing and Public Relations - M&O
What does it take to create smart B2B influencer marketing campaigns that deliver measurably strong marketing results? How do brands and businesses begin partnering with influencers, and what kind of results can they expect to achieve? Dont worry weve got it all covered for you here. Our CEO Lee Odden joined Alan Quarry, host of AQ's Blog & Grill, and together they explored the many aspects involved in building a successful B2B influencer marketing program. Lee shared numerous B2B influencer marketing take-aways during his time with Alan, and well look closely at five helpful tactics and insights to strengthen your own existing B2B influencer marketing program, or to assist as you begin a new influencer pilot program: Where Do I Begin With B2B Influencer Marketing? Simultaneously Growing B2B Brand Influence & Business The Growing Role Of Maturity Models in B2B Influencer Marketing A More Sophisticated B2B Influencer Marketing Approach Always-On Influence & The Role of Validation Sit back and lets get right to it and take a look. 1 Where Do I Begin With B2B Influencer Marketing? Todays B2B buyers are overwhelmed with options, and are growing distrustful of marketing and advertising. How do we solve that? We solve that by connecting them with sources of information that they do trust, including peers, industry experts, and industry influencers. B2B influencer marketing can solve some of the biggest problems in terms of creating credible connections with people that are actively interested in paying attention, and by co-creating content marketing content with those who have influence. In B2B, if you think about the longer sales cycle, there's so much more content that is put out there to help buyers educate themselves, and they increasingly are self-directed. There are people who are relying on old-school tactics like SEO, advertising, and that sort of thing, but what good is something that's find-able if it's not also credible. The role influence plays in a lot of content marketing is that we can optimize for findability, but we can also optimize for credibility with external influencers, external subject matter experts, and also use those tactics to increase the influence of the brand and key opinion leaders and executives within the brand at the same time. 2 Simultaneously Growing B2B Brand Influence & Business B2B brands need to think about how they can grow influence within their business at the same time, so they can own that influence. You may wonder, will B2B ever catch up or take the lead over B2C when it comes to investment in influencer marketing? Lee said that he doesnt think that B2B is going to take over B2C from a quantitative standpoint, because the nature of consumer products and services have a greater volume of influencer activity. Unlike in typical B2C influencer marketing, in B2B you actually need to have credibility, domain authority, and earn your influence by others citing you as that expert. From a qualitative standpoint, B2B certainly has an opportunity to lead B2C because of the required validation, its legitimacy, and the lack of fake followers and blatant opportunism. When it comes to B2B influencers, you have people who are genuinely invested in making the industry a better place. 3 The Growing Role Of Maturity Models in B2B Influencer Marketing There's a maturity model we've developed over the last six or seven years that we've been implementing for influencer marketing programs with B2B companies. For brands at the beginning stages, it's experimentation sort of digitally throwing spaghetti against the wall to see what sticks. They'll only work with people for one campaign, and then completely ignore them after the campaign ends, looking at it as just a transaction, and as only an advertising buy. This short-sighted approach typically leads them to realize the influencers that they were trying to work with are ignoring them. This can lead them to begin thinking, We've actually got to develop legitimate relationships with these folks. We've got to invest in software, to think about the bigger picture, and how working with these folks can not only add to performance on an individual campaign, but by educating influencers about things we both care about, that they can become organic advocates for us, even outside of the campaign. If youre just borrowing influence by working with people who are top experts in an industry, and that's all you ever do, youre not going to get the full value and benefit of influencer marketing. If, on the other hand, youre doing that and simultaneously looking at up-and-comers in the industry, and looking at key opinion leaders within a company and helping them become more influential that investment in helping them be more successful is going to be something that they'll appreciate. Youll both have skin in the game then, and will be doing something together making the industry a better place, and that typically results in amazing organic advocacy. When you take a short term approach, you're not going to connect emotionally with influencers. 4 A More Sophisticated B2B Influencer Marketing Approach When you are more sophisticated and have more experience with this, you can hit the ground running and do certain things to help a business such as doing a pilot and youll start to see some of those metrics that will get attention from executive sponsorship, and win you more budget to roll out that program in a much more significant way. Its important to approach this as a strategic move to build the brand and to grow influence at scale, that will ultimately result in the kind of advocacy that really grows a business. More sophisticated approaches to influencer marketing are able to fix the plane while it's flying, so to speak. The counter to this sort of short-termism is always-on influence, because buyers are always on, and the internet certainly is always on. Always on is an approach to working with influencers that helps you maintain relationships and show that all-important love. The influencer has the experience of collaborating with you in an ongoing fashion, with: Interaction opportunities Earned media Mentions in your newsletter Mentions in your eBooks, blog posts, and infographics This continues to show the influencer that you're giving them attention, which is what they want, because that's how they monetize. 5 Always-On Influence & The Role of Validation There are also other opportunities that are always on. We've done consulting for Adobe, and our CEO Lee Odden has been identified as an Ado
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Webinar: B2B Influencer Marketing Keys to Success with Lee Odden and MarketingProfs
2020-06-01 17:25:24| Marketing and Public Relations - M&O
How do you create a B2B influencer marketing program that's built for success? Despite only 37 percent of B2B companies planning to implement an ongoing influencer marketing program, a full 77 percent of marketers say that prospects rely on advice from industry experts and 63 percent feel their marketing would have better results with an influencer program. Learn the keys to successfully build a truly scalable B2B influencer marketing program like those at Dell, SAP and LinkedIn by joining TopRank Marketing chief executive Lee Odden during his MarketingProfs webinar presentation, including free registration. MarketingProfs B2B Influencer Marketing Lee Odden Webinar Tune in on Tuesday, June 2 at 2:00 p.m. Eastern when Lee will present a live webinar presentation entitled "The Keys to Successful B2B Influencer Programs." What Will You Learn? Influencer marketing is all the rage for B2C products, but can it work for B2B marketing? Turns out, the answer is a resounding yes influencer marketing is a powerful but under-utilized tool for B2B marketers. Join Lee and learn how quality content makes influencer marketing an achievable goal. Even with growing optimism about how B2B influencers can deliver on thought leadership to lead gen marketing objectives, many B2B brands are not confident about their knowledge or skills to implement an influencer marketing program. Fortunately, the most successful brands are elevating the practice, creating a clear path to follow for companies looking to implement their own influencer programs. Join in as Lee Odden shares the latest research, strategies, and best practices to unlock success for an enterprise B2B content and influencer marketing program. You'll Learn: How to scale quality content with B2B influencers How leading B2B brands like SAP, LinkedIn, and Dell have been able to scale influence to directly impact B2B marketing results What to avoid and what to plan for to scale influencer content Learn B2B Influencer Marketing & Get Free Registration Free registration for Lee's 60-minute presentation is available here. Take advantage of this excellent opportunity to expand your B2B marketing program by joining Lee for this free live webinar. In the meantime you can learn more from Lee and others on the TopRank Marketing team by connecting with our award-winning marketing blog. If you would like to talk to us directly about how to improve your content marketing performance as we have done for B2B brands ranging from Adobe and Dell to LinkedIn and 3M, please connect with us here.
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