Winfluencer Marketing - How B2B companies are winning hearts and minds with influencer content. Presentation at UFX2016 Toronto, by Lee Odden of TopRank Marketing.
7. #ufx2016 @leeodden
Many Questions: B2B Influencer Marketing
• Influencer Marketing is only popular in B2C
• Influencers, advocates and ambassadors are the same
• Page views and impressions are ROI for influencer
marketing
• Brands control the message with influencer content
• You must have celebrity influencers as part of your
program
• Money is always effective for getting influencers to
participate
• One influencer marketing strategy is enough for your
business
• Brands must work with influencers on every platform
• Influencers are only effective with younger audiences
• Influencer marketing is the same as media buying
• Most influencers will work for a free product
• The most important thing about influencer marketing is
your brand
• Influencer Marketing works best as a single campaign
• Influencer Marketing is too expensive
• One size fits all with influencer marketing
• Influencer Marketing is not transparent
• It’s easy to find influencers
• Reach is the most important thing about
influencers
• Branding is the most important use for influencer
marketing
• You must always pay for influencers
• Influencer Marketing is not scalable
• Influencers only add value to existing marketing
• People are too cynical to trust influencers
• The more popular the influencer, the better
• Influencer Marketing is only for large brands
• Influencer Marketing and traditional marketing
are opposites
• There are no good tools to manage sophisticated
influencer programs