Every B2B marketer needs a plan for these 5 topics! http://bit.ly/upclose-lithium-tw Dayle Hall of Lithium Technologies will help you get a better handle on your B2B marketing. You'll learn about effective influencer marketing, data overload and how to harness it, the digital Customer eXperience is the new battlground, the State of Social Engagement, and when marketing & sales align. Listen to all 5 podcast episodes with Bernie Borges and Dayle Hall. Plus, download your free Social Business Journal.

1. The 5 Most
Influential Topics
F OR B 2 B M A R K ET ING

2. Cut through the
noise
BERNIE BORGES AND DAYLE HALL@bernieborges
@marinadazza

3. “Engage with different influencers in
different ways, depending on who they
are and where they are in the influencer
life cycle…They are different influencers, at
different levels with different focus areas
or concerns.”

4. B2B Influencer Marketing Is:
• Building relationships between influencers
and the brand and ensuring both parties
see value from the partnership
• Finding and partnering with people in
your community/industry who have
an influence on your target audience
• Encouraging consistent and relevant
advocacy by building trust. Trust drives
better influencer marketing results
• A celebrity plugging your product or
service
• Expecting a Fortune 50 executive to
engage in a short-lived influencer
campaign for your brand can strain
credibility
• A one-time endorsement
B2B Influencer Marketing
Is Not:
Defining
Effective B2B
Influencer
Marketing
Listen to this Episode:
http://bit.ly/B2B-Influencer-
Marketing-Dead

5. "Your customers are out there, even if
they are not your customers yet. If
you’re not doing anything to reconcile
social data, then you are missing out.”

6. How to Overcome
Data Overload
People: Hire the right talent to get and use data
insights. You’ll need demand generation
professionals and data scientists. Marketing
leadership needs to work with business analytics
experts to help craft the story.
Process: Create a process for gathering, listening,
analyzing, and improving your data. Each company
as a whole should adopt a performance driven
mindset and understand the value of data.
Technology: Leverage analytics resources to
measure traffic and performance. Integrate data
into your marketing automation system to
optimize campaigns, and tie campaign data to
your CRM and active pipeline opportunities to run
conversion analysis. Listen to this Episode:
http://bit.ly/Data-Overload

7. “The way to deliver a better customer
experience is to look where people are,
look where they want to engage, and
that’s on digital channels. The reason we
say it’s the new battleground is because
that’s where you can create
differentiation.”

8. 3 Questions to Ask as a
B2B Marketer
1
How has my customer
changed in the last
three years? Where do
they want to connect
with me now?
2
How can I activate my
most passionate
customers? How do I
develop trusted
relationships with
them?
3
How can I take
advantage of all the data
on digital channels? Can
I measure ROI and can I
get to know my
customers better?
Listen to this Episode:
http://bit.ly/Digital-Customer-
eXperience

9. “As B2B marketers, we tend to do a lot of
talking and pontificating about how we’ve
got this all figured out. The reality is, only
when we stop and listen can we truly
help our brands get more from their
digital and social investments.”

10. Insights from Lithium’s 2017 State
of Social Engagement Report
98% of brands are stuck in broadcast
mode.
Tip: Authentic engagement and quick responses help
to build and maintain your customers’ loyalty.
Only 1% of brands build relationships
with influencers.
Tip: Don’t be tone deaf & leverage your influencers; this
applies to BOTH B2B and B2C.
Brands leverage Facebook (73%) and
Twitter (63%) as platforms to engage with
customers but almost entirely ignore other
channels like Instagram, LinkedIn, and
YouTube.
Tip: Pay attention to all digital touchpoints.
Listen to this Episode:
http://bit.ly/State-of-Social-
Engagement

11. “The mantra at Lithium, within my team, is
that everything the marketing team does
should impact sales. We are part of sales
performance calls so we can identify challenges
and issues they’re seeing and maybe create
content around it. ”

12. A Love Story for the Ages
Start with the C-Suite
Revenue: Social can be used to link
demand generation efforts to the sales
pipeline.
Reputation: Social media helps to build a
brand’s reputation. Having a known and
consistent presence and voice on all
channels enhances the reputation.
Incorporate Sales into
Your Content Strategy
Content marketing should benefit the
sales organization the most.
B2B brands should strive to make it easy
for sales to participate, providing them
with inspiration and training on content
sharing in social channels.
Listen to this Episode:
http://bit.ly/Sales-Marketing-
Alignment

13. http://bit.ly/5-Influential-
Topics-B2B-Marketing
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THE 5 MOST INFLUENTIAL TOPICS FOR B2B MARKETING

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