How will the next generation of successful B2B marketers combat distrustful buyers with limited resources? Many future marketing leaders are answering that question by turning to the power of influence.
In fact, students in advanced degree programs at both New York University (NYU) and The University of California, Los Angeles (UCLA) were given an exciting opportunity to learn just that, as TopRank Marketing CEO and co-founder Lee Odden presented a series of guest lectures on the practice of B2B influencer marketing.
We’re happy to give back by sharing some of our hard-won B2B influencer marketing insight with the future marketers who will be helping to shape the next generation of B2B marketing.
As the B2B marketing landscape is facing major shifts and new trends brought about by the pandemic, TopRank Marketing is helping meet the needs of global brands while helping educate tomorrow’s leading B2B marketers.
UCLA & NYU Stern School of Business Students Learn The Power of Influence
In three independent guest lecture opportunities at NYU and UCLA, Lee was engaged to present insight from TopRank Marketing’s industry-leading and award-winning B2B influencer marketing initiatives, successfully used by global B2B technology firms that include Dell, SAP and LinkedIn.
For the first guest lecture, Adjunct Professor at NYU Stern School of Business, Ruth Stevens had Lee speak virtually to her masters class in integrated marketing.
Then on a separate occasion, Adjunct Assistant Professor and Academic Community of Practice Leader at New York University, Jacqueline Strayer invited Lee to present on B2B influencer marketing to a group of MBA students.
Lastly, Instructor and PR Program Advisor at UCLA Extension, Erik Deutsch had Lee present to an undergraduate marketing class on an integrated approach to SEO, influence and content marketing.
The trust that these instructors at NYU and UCLA placed in Lee’s noted B2B influencer marketing insight is indicative of the confidence brands worldwide have held for TopRank Marketing, a leader in B2B technology marketing.
“Just incredible. Just wanted to thank you for the information-rich, thought provoking guest lecture.,” one attendee noted. “I learned so much, as did the class, and your lecture sparked so many ideas,” another added.
Presenting B2B marketing insight to masters-level students at NYU and UCLA is another way in which TopRank Marketing continues to give back to the community, especially when it comes to future industry marketers and business influencers.
B2B Influencer Marketing Offers Solutions For Tomorrow’s Marketers
During his presentations, Lee shared how B2B influencer marketing is decidedly different from its B2C counterpart, and how it’s poised to overcome many of the biggest hurdles marketers are facing during the global health crisis:
- Budgets Are On Hold
- Sales Goals Are Not
- Limited Resources
- Distracted, Distrustful Buyers
Lee also presented influencer marketing solutions that can address each of these, to:
- Boost Marketing Efficiency
- Provide High Impact
- Do More Without More Staff
- Connect & Engage Buyers with Trust & Authenticity
Taking students through a robust look at B2B influencer marketing, he shared what it is, and what solutions it provides.
The Influence Solution: Collaborate with experts your customers trust to co-create experiential content that is as inspiring for influencers to share as it is useful to buyers in search of solutions.
B2B influencer marketing content holds special properties, and Lee shared with the marketing students how it:
- Adds Third-Party Credibility & Trust
- Provides Access to Areas of Creativity You Don’t Possess
- Infuses the Voice of Your Customer in Brand Content
- Inspires Promotion to Influencer Networks to Reach & Engage New Customers
Continuing Your B2B Influencer Marketing Education
Lee also dug in to many of the most powerful insights from our groundbreaking State of B2B Influencer Marketing Research Report, featuring 45+ pages of strategy, tactics, operations, software, best practices, integration, measurement, budgeting, trends and predictions from hundreds of the world’s top influencers.
It’s a great way to continue your own B2B influencer marketing education, whether you’re a marketing student or an active B2B marketer at a global technology organization.
Thanks to NYU and UCLA for their trust in TopRank Marketing in featuring Lee’s presentations during virtual lectures, and we look forward to additional similar opportunities for sharing throughout 2021.
If you’d like to learn more about B2B influencer marketing, contact us and find out why brands from SAP, LinkedIn, and Adobe to IBM, Dell, Cherwell Software, monday.com and more have chosen TopRank Marketing.