Watch this #COSeries webinar on-demand here: http://dg-r.co/2o4IBJM After years of making headway in the B2C world, influencer marketing has officially “arrived” in B2B. Although influencer marketing has been practiced in marketing for years, it has only recently become top-of-mind for B2B marketers as they strive to accelerate word-of-mouth and maximize the reach of their content. Successful influencer marketing takes strategy, careful planning and some good, old relationship building. During this webinar, Content4Demand VP of Strategy, Dana Harder, and Content Strategist, Alicia Esposito, will weigh in on some of the most common structures, and critical realities, of successful influencer marketing. Webinar attendees will learn: The definition of successful influencer marketing 3 influencer campaign models and approaches The realities and best practices of successful influencer marketing strategies Are you ready to stop being polite and start getting real? Register for the webinar to get started.

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The 5 Realities of Influencer
Marketing
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Klaudia Tirico: @klaudiatirico
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Dana Harder: @DanaHarder
Alicia Esposito: @AliciaFiorletta

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How Are We Doing?

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Panelists
MODERATOR:
Klaudia Tirico
Features Editor
Demand Gen Report
Dana Harder
VP of Strategy,
Content4Demand
@DanaHarder
Alicia Esposito
Content Strategist
Content4Demand
@AliciaFiorletta

8. CONTENT4DEMAND 8
What exactly is
influencer
marketing?
Is that like using
Kardashians to sell stuff?
Photo Credit: Instagram/Kim Kardashian West

9. CONTENT4DEMAND 9
Influencer
Marketing
Defined…
Influencer marketingis a form
of marketing in which focus is placed on specific
key individuals (or types of individual) rather than the
target market as a whole.
It identifies the individuals that have influence over
potential buyers, and orients marketing activities around
these influencers.
- AdWeek

10. CONTENT4DEMAND 10
Our Agenda:
Influencer
Marketing
Overview & The
Realities of
Execution
1. Breaking Down Modern Influencer Marketing
2. How You Can Use Influencers
3. 5 Realities of Influencer Marketing
4. How To Crush Your Marketing Goals With
Influencer Marketing (Tips & Best Practices)
5. Q&A

11. CONTENT4DEMAND 11
The Ins & Outs of Modern Influencer Marketing

12. CONTENT4DEMAND 12
What makes
influencer marketing
so valuable?
• Adds credibility and cloud
to content
• Helps amplify content to
target audiences
• Makes your content and
your brand, more authentic
“[Influencer Marketing] opens up an
entirely new world for companies to
connect with increasingly
elusive and discerning
audiences in ways that are more
natural and relatable.”
- Brian Solis, Author, Analyst, Altimeter Group

13. CONTENT4DEMAND 13
The Value of Influencer Marketing…
87% of buyers
give credence to
content that
features industry
influencers.
- Demand Gen Report, Content
Preferences Survey, 2017
Influencer marketing
content delivers
11X higher
ROI than traditional
forms of digital
marketing.
- TapInfluence study with Nielsen
Catalina Solutions, 2016
49% of people
say they rely on
recommendations
from influencers
when making
purchase decisions.
- Twitter & Annalect, 2016

14. CONTENT4DEMAND 14
Influencer Examples
B2C Has… B2B Has…

15. CONTENT4DEMAND 15
Poll #1
Question #1. What’s the state of your company’s influencer
marketing program?
• Experimenting
• Campaign or Asset-Specific
• Consistent Program
• Fully Integrated Program
• Not Using Influencers

16. CONTENT4DEMAND 16
The State of Influencer Marketing…
Experimenting | 49% Campaign-Driven | 36%
Ongoing Program | 11%
Integrated Program | 4%
Source: Traackr, TopRank Marketing
Most B2B brands (49%) are still only experimenting with influencer
marketing programs…

17. CONTENT4DEMAND 17
Top Goals for Influencer Marketing
• Improve Brand Advocacy (94%)
• Expand Brand Awareness (92)
• Reach New Targeted Audiences (88%)
• Increase Share of Voice (86%)
• Improve Sales Conversion (74%)
• Manage Reputation (68%)
• Drive Lead Generation (67%)
Source: Traackr, TopRank Marketing
The next wave of influencer
marketing

18. CONTENT4DEMAND 18
How You Can Use Influencers

19. CONTENT4DEMAND 19
Use
Influencer
Insights to
Inform Your
Buyer
Personas:
When it comes to
persona insights,
every little bit
helps!

20. CONTENT4DEMAND 20
Use Influencers to
Inform Content
Messaging, Ideas
& Campaign
Themes:
An on-demand
content advisory
board!
CUSTOM CONTENT IDEATION
5 Reasons Your Current Platform Will be Obsolete by the
End of the Year
[Checklist]
Recommended Buyer Stage: Early/Inform
Content Abstract: Present senior technology leaders
with the top five business impacts of staying with
legacy software platforms. Encourage target buyers to
consider/acknowledge alternative solutions that will
help them avoid unnecessary monetary and resource
costs.

21. CONTENT4DEMAND 21
Use
Influencers
to Fuel
Content
Creation:
Let influencers
supplement or
write content
for you!

22. CONTENT4DEMAND 22
3 Levels of Influencer-Enhanced Content
Modular Content Individual Asset
Creation
Long-Term
Engagement

23. CONTENT4DEMAND 23
Influencer Involvement | Modular Content

24. CONTENT4DEMAND 24
Using Influencers to Fuel Content Creation
SAMPLE:

25. CONTENT4DEMAND 25
Influencer Involvement | Asset Creation

26. CONTENT4DEMAND 26
Using Influencers to Fuel Content Creation
SAMPLE:

27. CONTENT4DEMAND 27
Influencer Involvement | Long-Term Engagement

28. CONTENT4DEMAND 28
Using Influencers to Fuel Content Creation
SAMPLE:

29. CONTENT4DEMAND 29
The Future of
Influencer
Marketing
Revolves Around
Relationship and
Community
Building
57%
of companies believe
influencer marketing will be
integrated in all marketing
activities in three years.
- Traackr, TopRank Marketing

30. CONTENT4DEMAND 30
Poll #2
Question #2. What level of influencer involvement is your company
likely to take on in the next 12 months?
• Modular Content - Influencer call outs/quotes incorporated into
content assets
• Individual Asset Creation - Influencers as the core focus of the
content
• Long-Term Engagement - A fully integrated influencer program

31. CONTENT4DEMAND 31
You Know Influencer Marketing’s Potential…

32. CONTENT4DEMAND 32
Now It’s Time To Get Real.

33. CONTENT4DEMAND 33
Influencer Marketing Doesn’t Always Require
Big Budget
1

34. CONTENT4DEMAND 34
Influencers
don’t always
expect a big
check.

35. CONTENT4DEMAND 35
2It Takes Time to Manage Influencers &
Put Together a Strategy

36. CONTENT4DEMAND 36
Have
someone
taking the
lead behind
the scenes.
Photo Credit: Lifetime

37. CONTENT4DEMAND 37
3You Need to Expand Your Horizons &
Perceptions of Your Ideal Influencer

38. CONTENT4DEMAND 38
The
influencer
quality
sweet spot.
Relevance
Audience
Reach
Expertise
Engagement

39. CONTENT4DEMAND 39
4Influencer Involvement
Does Not Guarantee Success

40. CONTENT4DEMAND 40
There needs
to be thought
and strategy
behind every
interaction.

41. CONTENT4DEMAND 41
5
Influencer Strategy
is an Ongoing Process

42. CONTENT4DEMAND 42
Track
campaign and
content
performance
and find ways
to test and
learn.Photo Credit: Perez Hilton

43. CONTENT4DEMAND 43
6 BONUS: You Don’t Need a New List
of Influencers for Every Asset or
Campaign

44. CONTENT4DEMAND 44
Have ongoing
conversations
with
influencers and
continue to tap
their expertise.

45. CONTENT4DEMAND 45
Influencer Marketing:
Best Practices & Next Steps

46. CONTENT4DEMAND 46
Assess Your
Audience

47. CONTENT4DEMAND 47
Set Your Goals…And Be
REALISTIC

48. CONTENT4DEMAND 48
Do Some
Research &
Organize

49. CONTENT4DEMAND 49
BuzzSumo

50. CONTENT4DEMAND 50
Finalize Your Plan

51. CONTENT4DEMAND 51
Test, Test, Test

52. CONTENT4DEMAND 52
Bringing it All Together

53. CONTENT4DEMAND 53
Embrace the Influencer
Marketing Reality…
Remember the 5…now 6 Realities of
Influencer Marketing
Apply Best Practices:
• Assess Your Audience
• Set Your Goals
• Do Research & Get Organized
• Finalize Your Plan
• Test, Test, Test!

54. CONTENT4DEMAND 54
Questions?
Dana Harder
VP of Strategy
dana@gthreecom.com
201.257.8528 ext. 216
Alicia Esposito
Content Strategist
alicia@gthreecom.com
201.257.8528 ext. 207

55. #COSeries
How Are We Doing?

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Q&A / Panelists
MODERATOR:
Klaudia Tirico
Features Editor
Demand Gen Report
Dana Harder
VP of Strategy,
Content4Demand
@DanaHarder
Alicia Esposito
Content Strategist
Content4Demand
@AliciaFiorletta

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