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Lee Odden Keynotes B2B Ignite USA Build Influence in the C-Suite and on The Street
2020-05-27 12:18:09| Marketing and Public Relations - M&O
(Photo via B2BMX) Are you ready to build greater marketing influence with senior executives and with your customers? It turns out that there is a major trust gap between marketers and their board. In fact, a study by Fournaise Group reports 80% of CEOs simply dont trust marketers at all, while 91% do trust CIOs and CFOs. So how can we all as marketers improve trust, authority and credibility? Find out by joining TopRank Marketing chief executive Lee Odden during his morning keynote presentation at B2B Marketing Ignite USA 2020's live online event, and learn 5 crucial secrets to building greater influence in marketing. B2B Marketing Ignite USA 2020 Live Tune in on Thursday, May 28 at 9:30 a.m. Central when Lee will present a new keynote presentation entitled "In Marketing We Trust: How to Build Influence in the C-Suite and on the Street." What Will You Learn? During Lee's presentation youll discover how to effectively use increased trust and authority to win more budget, attract better talent and boost your digital marketing effectiveness - plus the 5 crucial secrets to building greater influence in marketing In this keynote, Lee will share his industry insight and experience, alongside brands-in-action examples, to show you: How to understand and harness the nature of influence, both internally and with customers How to build trust with company executives, to inspire more confidence in your teams marketing How major brands are using influence to achieve greater success with their marketing to customers How to make marketing first, by making customers the focus of your digital marketing Free registration for Lee's interactive keynote session with live Q & A is available here. Free Gold Pass Registration The B2B Marketing Ignite USA 2020 conference taking place in the U.S. for the first time on May 27 - 28, 2020 features in addition to Lee's keynote presentation learning and insight from a diverse array of top B2B marketing speakers. Take advantage of this excellent opportunities to expand your B2B marketing prowess by joining Lee for this free live event, and be sure to follow along using the official event hashtag #B2BIgniteUSA. 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 to LinkedIn, please connect with us here.
How Findability + Credibility = A Better B2B Marketing Experience
2020-05-18 13:00:48| Marketing and Public Relations - M&O
What happens to marketing experiences when you add together a healthy dose of findability and an impressive amount of topical credibility? Our CEO Lee Odden provided answers to that question and more as he joined SERPstat for on its Twitter #SERPstat_Chat series. They explored how marketing experience (MX) thrives when content findability through search is aligned with content credibility through influencer expertise and social proof. To help B2B brands improve the marketing experience theyre creating for customers here are 6 helpful take-aways on how optimizing for experience can take B2B content to the next level. 1 Why being findable in search is no longer enough to succeed in marketing: Most buyers start their journey with a search engine, but what good is being found if content isnt credible & trusted? Brand trust is one of the key obstacles to customer engagement today. HubSpot research shows that 65 percent don't trust ads, and 55 percent dont trust brands they buy from. What do they trust? The DGR Content Preferences report says that 95 percent of buyers prefer credible content from industry experts and influencers. But few influencer programs integrate SEO. Optimizing for findability is key but optimizing for trust and credibility is just as important. 2 How SEO and influencer marketing are connected SEO concerns itself with finding ideas and topics that are important to buyers. Influencer marketing does the same thing. Marketers can use topics high in demand to find people who are influential on those same topics. Influencer marketing that focuses on topics of influence is about themed content collaboration, sharing and promotion including links. Expertise, Authoritativeness and Trustworthiness (EAT) has everything to do with credible experts making relevant contributions and promotion of topically themed content. 3 How influencer marketing boosts SEO performance Find influencers that publish to websites with high SEO value. Engage them on content collaboration that features brand content on those websites: blog, industry publications, and websites. Links back from the third-party publications that influencers co-created may or may not count, but they will certainly boost brand visibility in the SERPs. Here are specific steps on how influencer content adds value and performance to SEO efforts: https://www.toprankblog.com/2020/01/optimize-for-trust/ 4 Why Customer Experience so important in 2020 and the connection to Marketing Experience Customer experience is a top priority for brands that want to differentiate in a very crowded marketplace. The experience buyers have when interacting with marketing is a big contributor to that. Brands that optimize for findable, relevant and experiential content that is also highly credible and trusted will create a marketing experience that is superior and result in better performance return on investment (ROI). Integrating SEO, influencer marketing and content marketing specifically enables marketers to optimize for a better marketing experience by connecting customers with best-answer content. Here's an article that digs a bit deeper into how influence and SEO can drive better customer experiences through an Attract, Engage, and Convert model: https://www.toprankblog.com/2020/02/how-influence-and-seo-can-drive-customer-experience/ 5 Best practices for creating and optimizing content that is findable and credible Connect SEO topic research efforts with influencer identification and engagement. SEO topics that drive content creation should also inspire which influencers credible around those same topics you collaborate with. Find influencers who author content on their own and third-party websites, about the SEO topics you are focused on. Create robust information pages on the brand site that the influencers can link to. Consider recruiting influencers that Google has identified as entities with a verified knowledge panel. It's possible their relevant content might resonate better than influencers who arent Google entities. 6 Examples of brands integrating SEO and influencers for content marketing A corporate performance management software company, Prophix wanted to create brand association with finance and artificial intelligence (AI). Keyword research aligned with influencer selection to create this content: https://www.prophix.com/artificial-intelligence-in-finance/ai-finance.html An oldie but goodie: This small HVAC business engaged local influencers for content and promotion which helped for a 600 percent increase in page views: https://www.toprankmarketing.com/newsroom/how-an-influencer-focused-content-campaign-increased-blog-pageviews-by-609/ Sisal Rugs engaged an interior design influencer for a blog post interview, which drove 4 percent of all revenue for the year, along with organic ranking. Then the influencer invited Sisal to participate in an article in Architectural Digest. That link drove four new clients. Delight and Inform B2B Buyers with Better Marketing Experiences Delivering a better Customer Experience is one of the top priorities for B2B brands and one of the most compelling opportunities to deliver on that priority is through content optimized for search findability and influencer credibility. Now, more than ever, B2B brands need to be the best answer for the customers actively looking for solutions. Competition is high, so ensuring brand content is trusted is essential. Hopefully the recommendations above will help B2B marketers understand the value of optimizing for search and influence as an integrated effort and take the first steps towards creating best answer content marketing programs. To learn more about TopRank Marketing integrated Content, SEO and Influencer Marketing programs, see our services page or contact us directly at info@toprankmarketing.com
Tags: experience
marketing
b2b
credibility
5 B2B Influencer Marketing Tips That Get Results Inbound Success
2020-05-11 13:00:24| Marketing and Public Relations - M&O
What does it take to build B2B influencer marketing campaigns that deliver measurable marketing results? How can businesses get started partnering with influencers, and what kind of results can they expect? Dont worry weve got you covered here. Our CEO Lee Odden joined Kathleen Booth, vice president of marketing at Attila Security, on her The Inbound Success Podcast, and together they took a look and explored the world of successful B2B influencer marketing. Among the multitude of B2B influencer marketing gems Lee shared with Kathleen are the following five helpful take-aways to strengthen your own existing B2B influencer marketing program, or to assist as you begin an entirely new influencer pilot program. So lets get right to it, dig in, and take a look. 1 Getting Started: Topics of Influence One of the big challenges of our time in the marketing world is the growing distrust consumers have of brands. Influencer marketing is a great way to restore some of that lost trust. Lee explored this recently in How B2B Marketers Can Enter the Circle of Trust, sharing how B2B brand and influencer content collaborations can build brand trust, raise relevance, and boost credibility. Successful influencer marketing is much more than just feeding influencers a message or treating them the same as an ad buy, however thats often how the B2C world tends to operate when it comes to influencers. Smart influencer marketing programs genuinely try to help the influencers involved. To get started with B2B influencer marketing, it is important to first identify and define what marketing problem the brand is trying to solve. What primary and secondary topics represent the solution to that problem? How do buyers think of those solutions? What terms, phrases and topics are most accurately associated with the problem/solution? Once you identify the topics of influence, youll have a clear signal for finding those who are influential about those topics and the content you will co-create with them. 2 Identifying The Right B2B Influencers Finding and qualifying a B2B influencer involves finding a person who is credible around a topic, and who has an audience with which the content they share will resonate. Pay attention to a potential influencers authentic voice, because then whatever they say is perfect because it's real and that's what people are looking for. Authenticity helps turn B2B influencer marketing into an experience that is good for the brand, the contributors, and the audience that we're out there to attract and engage. Focus on organic and authentic advocacy and engagement, which is quite different from just paying people who are willing to say something nice. Their voice and message needs to be legitimate and genuine. To locate the right influencers for your brand, find and use data to look for evidence of people who may already be actively advocating for the brand and actively publishing, and who are respected in the industry. One of the biggest failures that people make when identifying possible influencers is focusing only on popularity. Once you have identified the key topics a brand is looking to address with influencer marketing, you can use a variety of approaches to brainstorm potential influencers everything from interviewing people at the brand, to looking at customer relationship management (CRM) data and social media data. It can be beneficial to use a platform that crawls the social web for data about potential influencers, such one of the platforms we use at TopRank Marketing, Traackr. Next, look at data points including topical relevance, the degree to which that individual's own content that they're publishing is a match at a relevance level to the topic of influence that a brand is after. Also look at the degree to which that topic of influence actually resonates with both the potential influencers first and second level network. Find out if they publish their own blog or on industry websites do they speak at conferences, or are they a book author? During this research phase, try to optimize and rank your list of potential influencers for findability and credibility. Make sure that the type of content you have planned is a match for what potential influencers publish, so that YouTubers deal with video, bloggers for text, podcasters with audio, and so on. 3 Engaging and Activating B2B Influencers When you have the good fortune of finding the right combination of traits which point to someone being a possible good influencer match, then reach out to them and invite them to contribute or collaborate on content. Its important to have a reasonable expectation that one of the outcomes from that content you collaborate on is going to result in some sort of marketing qualified leads (MQLs) usually in a B2B case, it's a download, a trial or demo, or something similar. Its also important to keep in mind that influence is temporal. By nature Its not permanent, and will go up and down over time. That means you will need to re-evaluate your influencers on a periodic basis. There are different types of influencers including "brandividuals," who are professional influencers that make it their business to be a thought leader in their industry. Engaging pro influencers is very different from engaging subject matter experts that have a strong network but do not actively self-promote or create content for brands. B2B brands that are new to influencer marketing might try starting off by identifying people who are influential and already brand advocates and simply invite them to do something simple such as to share a quote or commentary about a report. 4 Engaging B2B Influencers to Create and Promote Brand Content The magic of B2B influencer content creation and promotion starts in the planning. Use search data to understand what topics are in demand. Use those topics as a guide for influencer selection and content creation. When search, social, influencers and content align topically, brands become the best answer for the questions buyers are looking for. Also use additional data sources to get an idea of the questions people are asking around a topic that the brand wants to be known for. This topic was covered in detail in
Tags: results
tips
marketing
success
10 Top B2B Influencer Marketing Tips For PR and Marketing Professionals
2020-04-20 13:00:59| Marketing and Public Relations - M&O
With 47 percent of B2B companies planning to spend more money on influencer marketing in 2020 (Spiceworks), combined with its growing strength during times of crisis. Now is the time to implement a B2B influencer marketing plan, and here are the 10 top take-aways you need to know. Our CEO Lee Odden sat down with […] The post 10 Top B2B Influencer Marketing Tips For PR and Marketing Professionals appeared first on Newsroom.
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tips
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Webinar Explores Challenges & Trends to Transform Your B2B Marketing
2020-03-03 16:55:45| Marketing and Public Relations - M&O
Are you ready to transform your B2B marketing? Thinking differently for 2020 is more necessary than ever to achieve success whether it's for brands, marketing campaigns, or our careers. So, how can marketers break free of boring B2B content and transform B2B marketing? Find out by joining TopRank Marketing chief executive Lee Odden and two other top B2B Marketing Ignite USA 2020 keynote speakers for a free upcoming live webinar event, and learn the latest B2B marketing challenges and trends for 2020. B2B Marketing Ignite USA 2020 Webinar Tune in on Monday, March 9 at 11:30 a.m. Central when Lee will join fellow #B2BIgniteUSA keynote speakers Doug Kessler and Mark Bornstein for a free one-hour online webinar entitled "Are You Ready to Transform Your B2B Marketing?" What Will You Learn? How to be bold and push the envelope of your B2B marketing How to overcome resistance to change How to set ambitious but achievable personal goals What the future of B2B marketing looks like and understanding the keys to success What our panel believe to be the most important success factors in B2B marketing Free registration for Lee's webinar is available here. Why Should Marketers Care? This #B2BIgniteUSA webinar will examine what three top keynote speakers consider the secrets to success for B2B marketers in the coming year and beyond, and will dig in to what makes great B2B marketing, along with exploring how those at the top of their game succeed. It's also a great way to get ready for the B2B Marketing Ignite USA 2020 conference, taking place in the U.S. for the first time on May 27 - 28, 2020 in Chicago, featuring a keynote presentation by Lee. Take advantage of this excellent opportunities to expand your B2B marketing prowess by joining Lee for this free live webinar, and 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 to LinkedIn, please connect with us here. The post Webinar Explores Challenges & Trends to Transform Your B2B Marketing appeared first on Newsroom.
Tags: marketing
trends
challenges
transform