Building Always-On B2B Brand Influence With Thought Leadership

Always-On Influencer Marketing:
Building Thought Leadership for B2B Brands

Lee Odden

CEO, TopRank Marketing

Thought Leadership is often a concept associated with individuals but brands, especially in B2B, can develop their thought leadership among the customer community as well. Thought leadership is important for brands and individuals alike because trust is an issue for companies as people navigate misinformation, changing sources and become more skeptical of what brands and their people say.

What is thought leadership in 2020? Beyond publishing articles, speaking and writing books, thought leadership is about creating a reputation for expertise and authority within an industry.

How can a B2B brand approach an integrated influencer marketing and thought leadership program? Here are 5 steps to start:

Define Thought Leadership Topics
Identify Influencers and Executives
Create a Thought Leadership Content Collaboration Plan
Publish and Promote
Always-On Influencer Engagement for Advocacy

Learn it all including details on each of these steps here.

Digital Marketing Insights from TopRank Marketing

2020 State of B2B Influencer Marketing Report from TopRank Marketing
Our new 2020 State of B2B Influencer Marketing Research Report is live, featuring insight from dozens of top influencers from Salesforce, Adobe, IBM, LinkedIn, SAP, AT&T Business, Dell Technologies, SAP Ariba, monday.com, MarketingProfs, Arm Treasure Data and other major firms.

After surveying hundreds of marketers, analysis and design, this authoritative new report features trends, best practices, case studies, and more. Our CEO Lee Odden introduces the world’s first #B2BIMReport.
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B2B Influencer Marketing Advice from 9 Top B2B Influencers
As a brand, how can you provide mutual value and a great experience for the thought leaders you engage? We asked 9 leading B2B influencers for their advice.
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10 Inspiring B2B Marketers Who Spark Greatness
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How B2B Marketers Can Get the Most Out of Webinars in 2020
How can B2B marketers get the most from webinars? Here’s how you can level up your webinar creation and promotion.
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How Can Marketers Be More Inclusive
with Content and Influencers Right Now?

How can marketers be more inclusive with content and influencers? We share simple, easy and meaningful things marketers can do right now to increase diversity and be more inclusive.
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The TopRank Marketing Team In the News

21 Ways To Remotely Network In B2B

How do we connect with others and why is it harder than it sounds? Goldie Chan, founder of Warm Robots, spoke with 21 B2B marketing leaders to learn more about how they are networking during a time of crisis, including TopRank Marketing CEO Lee Odden.
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Oracle:

10 More Marketing Tips on the Fly from the Pros

(Lee Odden)

LinkedIn:
What’s Trending: Get Proactive With Planning
(Joshua Nite)

MarketingProfs:

Secrets From the Most Successful Brands in Influencer Marketing

(Lee Odden)

Tribal Impact:

Is B2B Influencer Marketing Effective During A Crisis?
(TopRank Marketing)

Watch TopRank Marketing’s Break Free B2B Interview with Dell Outlet’s Andre Ortolon

TopRank® Marketing provides enterprise B2B brands with customer-focused digital marketing consulting and content that attracts, engages and converts new business. Our strategic digital marketing planning, program development, management and performance optimization integrates across channels and tactics to help clients like Dell, LinkedIn and SAP become the “best answer” for their customers.

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