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MarketingProfs educational content director Kerry O'Shea Gorgone kicked off an insightful #MPB2B Forum 2020 session with our CEO Lee Odden exploring B2B influencer marketing, “New Research: How to be Successful With Influencer Marketing.” Lee began by explaining that when it comes to B2B influencer marketing, to create and maintain a successful program you've got to do the hard work and be smart about it, and set about to demystify some of the lesser-known aspects of B2B influencer marketing by sharing what he’s learned from having been deeply involved with the practice for the past eight years. Let’s take a look at the new B2B influencer marketing research Lee explored in his insightful MarketingProfs B2B Forum #MPB2B 2020 session. 1 — Utilize Influencers to Rise Above Pandemic Uncertainties The pandemic has given rise to many new challenges that B2B marketers have had to deal with, including budgets that are often on hold while at the same time sales goals are not, leading to high levels of uncertainty. B2B influencer marketing offers a powerful solution for rising above these uncertainties, by unleashing the power of collaboration with experts, Lee noted. While we’ve been used to buyers actively looking for solutions, there’s a greater reliance on content today, making the trustworthiness of content sources more important than ever, Lee pointed out. To help address the issue of trustworthiness and how B2B influencer marketing can help marketers now more than ever, Lee explained how TopRank Marketing produced the industry’s first 2020 State of B2B Influencer Marketing Report, with groundbreaking insights from 20 top B2B brands. Lee shared how the report’s data makes it clear that B2B influencer marketing: Improves customer experience (CX) Positively impacts marketing overall Increases brand awareness Improves lead generation Builds brand reputation and advocacy “Partnering with well-matched influencers is a handy way to infuse your brand with creative energy and inspiration,” #MPB2B's Ann Handley, who is among the top B2B marketing experts included in the report, observed. [bctt tweet="“Partnering with well-matched influencers is a handy way to infuse your brand with creative energy and inspiration.” — Ann Handley @MarketingProfs" username="toprank"] 2 — What Will Effective B2B Influencer Marketing Look Like in 2021? Using remote work company* as an example, Lee shared how B2B influencer marketing had helped the platform achieve social reach from influencer shares of brand content that reached 1,790 percent above the target goal. Lee also explained how successfully utilized B2B influencer marketing to partner with remote work experts and to drive discussions via live-stream that resulted in exposure to thousands of potential customers. In another example, Lee showed how IT service management software firm Cherwell Software* used B2B influencer marketing to achieve 342 percent better click-through-rate (CTR) on influencer content, and how the firm was successfully able to use influencers to build trust around a topic they hadn't previously been known for, resulting in some 90 percent entirely new people in their database. LinkedIn* served as another powerful example shared by Lee, who explained how the professional social media platform created a strong community of 75 influencers — recognizing the importance of investing in influencer relationships, and also the growing need for always-on B2B influencer marketing programs. Lee shared how LinkedIn had partnered and developed relationships with influencers, how it was able to create a community of respected voices that became an ongoing voice of the brand, and how doing so allowed LinkedIn to be the best answer for its customers. 3 — What Makes B2B Influencer Marketing Content So Special? B2B influencer marketing adds invaluable third-party credibility and trust to content, Lee said, also noting that it helps to extend content creation and expertise and to infuse the voice of the customer in your brand content, creating powerful trusted voices. It also offers the added benefit of creating the type of inspiring promotion that traditional advertising may not be nearly as successful in doing, Lee suggested. Lee then focused on steps B2B marketers can take to achieve success with an influencer marketing program. 4 — Scaling With Strategy Scaling with strategy begins with finding the topics most relevant to your business, and Lee used an example from SAP*’s Tech Unknown podcast. The podcast came about as a way to serve both internal customers and multiple external audiences, using an industry influencer — in this case technology futurist Tamara McCleary — as the podcast’s host. Lee shared how influencers serve multiple uses for the SAP Tech Unknown podcast series, now in its third season, and how by following best-practices the podcast’s content has also been successfully repurposed into eBook and other content formats. 5 — Understand Topical Demand Using Specialized Software Lee shared how using tools including SEMrush and BuzzSumo can play an important role in  helping to answer customer questions from third-party experts, and also explained how using the right software makes it possible to validate ideas with relevant data. Lee recommended data-driven influencer marketing platform Traackr to help qualify and validate potential influencers and discover whether they have the right tone of voice, cadence, and other relevant criteria. When it comes time for publishing B2B influencer marketing content co-created with influencers, it’s important to incorporate blog content as a part of your organization’s overall content publishing strategy, Lee noted, as it’s a vital part of the diverse array of content publishing formats that should be utilized when sharing co-created influencer content. 6 — Use an Always-On Engagement Strategy Lee stressed the growing importance of an always-on engagement strategy, citing research from the 2020 State of B2B Influencer Marketing Report showing its effectiveness, and sharing a quote from Garnor Morantes, group marketing manager at LinkedIn: "Being 'always-on' has allowed our team to build meaningful relationships with influencers," Garnor said. [bctt tweet="“Being 'always-on' has allowed our team to build meaningful relationships with influencers.” — Garnor Morantes of @LinkedIn" username="toprank"] An always-on approach that’s centered around creating relationships helps build community and advocacy, Lee explained, noting the importance of playing the long game. Lee presented a case study showing the effectiveness of B2B influencer marketing, from Alcatel-Lucent Enterprise (ALE), which created a successful IT Vanguard Awards program using IT industry influencers  as judges. The awards program shared the advice and insight of honorees and helped to make them into influencers, Lee noted of the program, which went on to win an award at the 2020 Content Marketing Awards. Lee explained how TopRank Marketing has a proven process of working with influencers for many of the top brands on the planet such as Adobe, LinkedIn, Dell, 3M and others, and he urged those considering a B2B influencer marketing program to look closely at who really influences your buyers. Only then can you move forward with investing in and executing a successful influencer program, Lee observed, which could start with outside help in the form of a pilot B2B influencer marketing program. By using the insight gained from a pilot influencer program, B2B marketers can further build an influencer strategy, grow a content community of influencers, and activate return on investment (ROI), Lee noted as he concluded his #MPB2B presentation. 7 — Bonus #MPB2B B2B Influencer Marketing Insight During the post-session question and answer period, Lee was asked for advice writing about non-marketing-related content, and he urged marketers to always strive to empathize with the audience, and to make content meaningful to them. Using an example of a shareable social media message, Lee noted that tweets created for influencers won’t work nearly as well when an organization’s entire team shares these same messages, and instead recommended the messaging be changed to better suit those sharing the content in a more general way. Lee was also asked whether B2B influencer marketing can also work for smaller firms, and he shared several examples of TopRank Marketing’s work with small-to-medium size businesses (SMBs), utilizing locally influential people, for firms such as Welter Heating and Prophix Software. Welter Heating was able to utilize local celebrity influencers to poll and gather feedback, giving them something fun, easy, and interesting to do, which was then made into round-up posts for the company’s website, Lee noted. Lee explained how despite the fact that financial management software solution provider Prophix Software was centered around a fairly niche topic, they were able to find relevant specialized influencers that fit and worked well. Asked to provide a quick tip for getting started in B2B influencer marketing, Lee suggested making and publishing a list of the people who are influential in your particular industry, as a way to honor them and then also to use as an opportunity to follow up with each person with a brief and easy-to-fulfill request for a future co-collaboration project such as an interview or eBook. While B2B influencer marketing had previously been roughly 80-90 percent of the unpaid variety, that number is now up to around 25 percent paid, Lee said, noting that there are now more B2B professionals who bring to the table the type of influencer skills worth paying for, such as much more robust and relevant content from brandividuals. When asked about budgeting, Lee suggested that B2B influencer marketing can be budgeted as with any other advertisement expenditure, and explained how using paid influencers can be a great way to find and recruit lesser-known influencers. Lee suggested that it’s helpful to have a long runway for building influencer relationships, and explained how TopRank Marketing was able to find remote work experts for client by  using Traackr and a variety of other criteria to those most influential around the topic, along with those who have a community of followers that will respond to that topic. These join other metrics including network size, publishing cadence and format, along with the influencer’s particular values, Lee noted, before they are ultimately approved by the client. Another question Lee fielded was who within an organization should run a B2B influencer marketing program, and he noted that in the early days of influencer marketing it was likely to be the director of marketing or people in social media roles — all community-oriented professionals. As time has passed, Lee explained, with B2B influencer marketing having grown in both success and sophistication, new dedicated roles are being created, such as those held by people including Rani Mani, head of global employee advocacy at Adobe*, and Ursula Ringham, head of global influencer marketing at SAP, and there has also been more integration with other departments at organizations. Lee’s final question was whether B2B influencer marketing could be used to test new markets, and Lee shared how it can be successfully used to find new marketing topics by conducting tests with various content formats to see how each resonates, before ultimately deciding whether to scale or bail, Lee noted. Learn more about B2B influencer marketing from Lee by watching our #InsideInfluence series, including the latest episode "Inside Influence EP06: Amisha Gandhi from SAP on the Power of Mutual Value in B2B Influencer Marketing." Be sure to check out our additional #MPB2B 2020 coverage listed below: LinkedIn’s Ty Heath: 3 Enduring B2B Marketing Trends #MPB2 Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair #MPB2B 10 Must-See Sessions at MarketingProfs B2B Forum 2020 #MPB2B 25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B Want further help? Contact us and find out why brands from SAP, LinkedIn, AT&T Business, and Adobe to IBM, Dell, Cherwell Software, and more have chosen TopRank Marketing. *, Cherwell Software, LinkedIn, SAP, Welter Heating, Prophix Software, and Adobe are TopRank Marketing clients.   The post 7 Keys To Successful B2B Influencer Marketing: New Research From Lee Odden at #MPB2B appeared first on B2B Marketing Blog - TopRank®.
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One of my favorite moments from The Simpsons is when the hilariously incompetent physician Dr. Nick burns down a building by mishandling a clearly marked chemical tank, and then exclaims, “Inflammable means flammable?! What a country!” via GIPHY “Incredible” is a word that can spark similar cognitive dissonance for marketers. Sure, it might technically be defined as “impossible to believe,” but if your content isn’t credible, would anyone describe it as incredible? Quite the opposite. In this business, incredible means credible. So let’s explore the cornerstones of creating credible, and thus truly incredible, content marketing. 6 Tips for Making Your B2B Content (Incredibly) Credible Just as you can’t fake authenticity, you can’t fake credibility. This label is earned by brands over time by developing a trusted voice, showing up for your audience, and — above all — knowing what you’re talking about. With these being table stakes, today’s post examines how you can make sure this foundational credibility is showing up in the content marketing you create and distribute. Speaking of table stakes: 1 — Don’t lie to your audience We’re living in an age where misinformation runs rampant. Frankly, it can make the entire experience of being online very draining and exhausting. And while folks might have no choice but to put up with the zany Facebook post by their uncle, or the click-baity headline on Google News, they are less likely to tolerate it from companies they do business with. To be clear, I’m not under the impression that many B2B brands are out here attempting to flat-out fib to people. On this subject, I’ll make two points: It’s all too easy to be untruthful with your audience unintentionally. If careless, marketers can fall into the same disinformation traps that plague many users of the web. Always fact-check and verify information before sharing it with your audience, and don’t make a habit of running with assumptions. Shying away from the truth isn’t much different from lying. It might not feel dishonest to downplay your solution’s weaknesses, or hide negative reviews, but will your customers feel the same? 2 — Gain credibility through association One of the primary advantages of influencer marketing is that it allows brands to co-opt the credibility of respected experts and business leaders they partner with. When audiences see these individuals collaborating with a company, producing useful and enjoyable content together, it infuses an instant element of trust. It is not enough to simply activate influencer marketing, though — be strategic about it. Identify influencers who truly fit with your brand values, and aim for transparent authenticity in your engagements. In other words, beware of pay-to-play. As Lee Odden put it in an interview with Brand24: “Without clear alignment between the brand, influencer and audience, the program won’t resonate and everyone loses credibility.” 3 — Be thoughtful about where your content is showing up Your brand’s associations aren’t limited to “who”; there is also the matter of “where.” Credibility can be affected by the reputations of platforms where content is distributed, and by the other content that appears around it. In the social media sphere, Business Insider’s Digital Trust Report has found LinkedIn* to be the platform most trusted by users three years straight, and what’s especially interest to note is the dramatic drop-off Facebook has seen over this span: Nearly half of the respondents (47%) in Business Insider’s 2019 report said they think Facebook is “extremely likely” to show them deceptive content. I wrote on this blog recently about the B2B implications of the Facebook advertising boycott. This isn’t to say marketing on Facebook is a universal cred-killer, but it’s something that should increasingly be weighed in your decision-making. Any podcast your brand representatives appear on, or blogs they guest-post on, should also be vetted deeply. Just as you can gain credibility through association, you can also lose it. 4 — Put your brand’s purpose forward I like to frame a company’s relationship with its purpose as that between the Earth and the Sun: Not so close that it’s constantly in your face, but always within view, and all of your marketing activities orbit around it. There are many benefits to being a purpose-driven brand, but the credibility factor is a big one. Credibility is built, in part, through consistency. Staying true to a clearly articulated guiding mission is one of the simplest ways to demonstrate consistency, even amidst rapidly changing conditions. Kim Davis of MarTech Today recently highlighted Deloitte’s seven marketing trends for 2021, which are geared toward “breaking out of our often defensive mindsets to more holistically — and authentically — meet human needs.” The first item on the list is purpose. And I might argue that the following six confidence-building touchstones – agility, human connections, trust, participation, fusion, talent transformation – all feed off it. Like planets orbiting the Sun.  5 — Elevate the voices of your community Companies aren’t credible. We can say they are, as a shorthand, but nobody actually finds a business entity trustworthy or dependable on its own. Credibility is driven by the people behind the brand, and by its advocates. Do all you can to showcase those individuals and continually reinforce their loyalty. Customers and employees come together to form your brand’s community. People see themselves in the reflection of the community, not the company logo or product features. So if you want to build credibility, lift those voices up. In the past, we’ve preached the value of user-generated content and employee advocacy. More recently, Cara Sloman wrote at Entrepreneur about the power of customer champions for trust and credibility. 6 —Make the commitment and investment to do marketing well At the end of the day, actions — and results — speak louder than words. Nothing is more credible than a piece of content that is downright GOOD – where it is clear that serious effort and expertise were channeled into creating something that would connect and make an impact. You can’t manufacture the credibility of ranking first in Google for a keyword you want to own, or building a large and engaged following on social media, or boasting heartfelt customer testimonials on your website. These things don’t come easily or automatically. And they’re never earned by taking the easy route. Jeff Bezos once said, “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Say what you will about the Amazon overlord, but no one can deny he’s got credibility on the subject of growing a modern business. Want help making your content marketing more credible AND incredible? Reach out to our team at TopRank Marketing. * LinkedIn Marketing Solutions is a TopRank Marketing client The post Incredible Content Marketing: 6 Tips for Infusing Credibility into B2B Content appeared first on B2B Marketing Blog - TopRank®.
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More than ever, businesses need to be able to source the right talent with limited resources so they can adapt, recover, and grow.That is why ADP®, a leading global provider of human capital management (HCM) solutions, is deepening its integration with ZipRecruiter®, the fastest-growing online employment marketplace2 and #1-rated job search app.3ADP is the first HCM provider to make ZipRecruiter available directly to customers through its online platform.Over the past few years, we have helped tens of thousands of our shared customers find and hire the right candidates quickly,” said Laura Brown, president, major account services and ADP Canada.“Further integration will provide a strong return on investment for clients, continuing to lift ADP above competitors through unmatched data and intelligent technology.”“ZipRecruiter is excited to provide a strong, reliable and streamlined solution for ADP’s customers at an especially challenging time in the economy,” said Ian Siegel, Co-Founder & CEO at ZipRecruiter.“ZipRecruiter’s tools are flexible, efficient, and easy, and free up time so that businesses can focus on adapting to changing business needs, innovating, and achieving their goals.”The integration includes several key features:Tools to help businesses find quality candidates faster:Businesses will be able to distribute their jobs across 100+ job sites and reach over 30 million job seekers a month via mobile and web.1Businesses will be able to use ZipRecruiter’s sponsored job posts to receive ten times more applicants, on average, than organic job posts typically do.4 Four out of five employers who post on ZipRecruiter receive a quality candidate within the first day.ZipRecruiter’s industry-leading, smart-matching technology actively identifies qualified candidates and invites them to apply.Ease and flexibility:Job slots are flexible, allowing employers to easily swap a new job into a job slot or pause a search and activate it later.If employers need to sponsor more jobs, they will be able to purchase additional sponsored job slots through the ADP Workforce Now Recruitment Module in 2021.Employers who want to boost visibility of their jobs can purchase Traffic Boost within the Recruitment Module to drive additional applications in 2021.Seamless integration with ADP Workforce Now:Employers receive applications from candidates in real-time and view them directly in the ADP Workforce Now Recruitment module, eliminating complicated workflows, implementation time, and budget management.One-Click apply ensures companies don’t miss out on top talent due to lengthy applications.With ZipApply, candidates can apply to jobs with just one click.The integration is also complemented by new embedded recruitment capabilities powered by ADP® DataCloud, an award-winning people analytics and benchmarking platform that provides clients with in-depth workforce and business insights to enable critical HR decisions.
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