Using Content and Influence to Drive B2B Marketing Success

  • Author(s) Julie Schwartz
  • Published January 10, 2019
  • 11 Pages
  • Category Content & Communications
  • Type Member Research
  • 11 Pages
  • .PDF Format

Marketers have long relied on influencer marketing in the form of analysts and press relations. However, in this day and age of social media, influencer marketing takes on a whole new meaning. According to Lee Odden, CEO of Top Rank Marketing, influencer marketing is not limited to one-way feeding of influencers with information. Rather, it is co-creation of content for mutual benefit. Given that content creation is a top marketing challenge, leveraging influencers to help create content is a sure-fire way to make content marketing more efficient and effective.

In this Viewpoint, Odden provides practical advice for how marketers can launch and manage a best-practice influencer marketing initiative. Using real-world examples, he provides step-by-step advice for successful campaign and program execution.

Odden challenges marketers to follow a marketing strategy that educates and inspires by integrating content, influencers, and interactive. B2B buyers view influencers as being more trustworthy than brand-generated content. Today’s content needs to be interactive and engaging, for both buyers and influencers. The bottom line? B2B does not have to be boring-to-boring.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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