Lee Odden

  • B2B Marketers Are Way Behind on Influencer Marketing and Here’s the Solution

    Influencer Marketing is a hot topic, but what is really working, what isn’t and what are the future trends for marketers? Those are the questions we set out to answer in the research report: Influence 2.0: The Future of Influencer Marketing. With analysis from Brian Solis of Altimeter and a research partnership between Traackr and my agency TopRank Marketing, enterprise marke ...

    Lee Odden/ TopRank®in Social- 13 readers -
  • 50 Social Media Marketing Influencers to Follow in 2017 #SMMW17

    The topic of Social Media Influence has really taken off since we first published this list. Many changes have happened in the social media marketing world ranging from the surprisingly close competition between SnapChat and Instagram stories to the acquisition of LinkedIn by Microsoft to the explosive growth of “creators” and micro-influencers.

    Lee Odden/ TopRank®in Social- 33 readers -
  • What CMOs Need to Know About Data Informed Content Marketing

    Driven by trends in lower performing advertising and changing consumer behaviors, many marketers have embraced content with the majority of companies adopting the practice. According to CMI and MarketingProfs 2017 Content Marketing Benchmark report, the most successful B2B marketers spend an average of 39% of their marketing budget on content marketing and 39% plan on increas ...

    Lee Odden/ TopRank®in Social Content- 13 readers -
  • How to Thrive in the Post Digital World

    When I first heard Eric Yale from Forrester suggest at the Digital Summit conference that we live in a post digital world, I have to admit. I thought he was a bit nuts. Or just being sensational. I was wrong. If you’re thinking the same thing, here’s a rundown of what Eric said to provide some clarity.

    Lee Odden/ TopRank®in How To's- 14 readers -
  • Evolve or Die: The Role of Purpose & Authenticity in Marketing

    In a world where the average U.S. consumer is confronted with 64GB of data per day, I think it’s safe to say that marketing requires a very different approach. Marketers all over the world are searching hard for silver bullets and ways to differentiate. And I think a lot of companies are wondering what it will take to realize substantial growth.

    Lee Odden/ TopRank®- 12 readers -
  • The No BS Approach to Influencer Marketing

    Since I’ve been monitoring the topic of “influencer marketing” through BuzzSumo Alerts, the number of articles surfaced has gone from a few per week to 5 or 10 per day. Out of that rising wave of expression from industry websites and blogs is a mix of news, tips, trends and 100% pure B.S. Rising popularity makes things shiny and as influencer marketing enters the shiny object p ...

    Lee Odden/ TopRank®- 15 readers -
  • Influencer Marketing and The Mighty Impact of Chocolate Chip Cookies

    Guest post by Mark Schaefer in celebration of his new book, Known. For the past two years I’ve been obsessed with answering a single question: Can anybody become known in the world today? Why would I be obsessed with something like that? Because I’ve come to realize that so many of our professional and personal goals have become tied to this idea.

    Lee Odden/ TopRank®- 17 readers -
  • The Key To Unlocking the ROI of Enterprise Influencer Marketing

    Influencer marketing gained substantial attention and momentum amongst marketers in 2016. Judging by the start of this year, it will be an even hotter topic in 2017. But for all the potential of adding influence to the marketing mix, there are also significant challenges. With pure pay-to-play and one-off campaign practices distracting marketers from finding the true value of ...

    Lee Odden/ TopRank®- 17 readers -
  • Hot Content Marketing Topics From Top B2B Brands at #B2BMX

    What makes B2B content marketing hotter than having a conference at a Scottsdale, Arizona resort in February? How about tips from 10 top B2B brands and industry experts including senior executives from Forrester, Microsoft, Aptos, Lenovo, BrightFunnel, Oracle and Marketo. In advance of the upcoming B2B Marketing Exchange conference coming up later this month, I reached out t ...

    Lee Odden/ TopRank®in Content- 16 readers -
  • Influence 2.0 – The Future of Influencer Marketing Research Report 2017

    What does “influencer marketing” mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that they’ll review and say nice things? Surely that’s not all enterprise marketers think of when it comes to the possible outcomes with influencer relationship.

    Lee Odden/ TopRank®- 47 readers -
  • 2017 Trends for CMOs: Ignite Content Performance with Influencers

    Companies launching into new markets often spend substantial budgets on advertising and PR in order to create awareness. These investments can be significant when there is no existing affinity between the brand and the solution in target markets. For example, Orange France faced this challenge when launching Homelive, a connected home management platform for IoT devices.

    Lee Odden/ TopRank®in Content- 20 readers -
  • Lucky 13 – Happy Birthday to TopRank’s Online Marketing Blog!

    We have a lot to celebrate this time of year and I feel incredibly lucky that TopRank’s Online Marketing Blog gets to celebrate yet another blog birthday. Happy Lucky 13 Birthday Online Marketing Blog! And thank you to Ashley Zeckman for doing a great job managing our blog in 2016! I have a confession: Starting a blog in 2003 was just another “thing” to explore for its market ...

    Lee Odden/ TopRank®in Social- 28 readers -
  • The One Thing You Must Have for B2B Marketing Success: Be the Best Answer

    While B2B companies are investing in content for marketing, making more content is not creating the windfall of leads that many senior business marketing executives had hoped for. The problem? A lack of insight about what makes better content. I believe that finding a solution to the “more” vs. “better” challenge starts with customer empathy.

    Lee Odden/ TopRank®- 17 readers -
  • 50 B2B Marketing Influencers Speaking at #MPB2B 2016

    First of all, Happy 10th Birthday to Ann Handley and the MarketingProfs B2B Forum team! Time flies when you’re working hard, smart and with style – just like Julie Pildner and her team have been for so many years to create a great experience for B2B Forum attendees. There are a very small number of industry conferences that I look forward to attending year after year and the ...

    Lee Odden/ TopRank®- 20 readers -
  • Where to Learn About Influencer Content Marketing in Europe & the U.S.

    As a fast growing content marketing agency, especially when it comes to working with influencers, TopRank Marketing has experienced great growth this year working with new clients in the U.S. and abroad. To continue building awareness of the great work my team has been doing and to share the insights I’ve learned as an active practitioner and strategist, I will be giving key ...

    Lee Odden/ TopRank®in Content- 22 readers -
  • How Social Do Senior Marketing Executives and the CMO Need To Be?

    Explosive growth of social networks has attracted considerable attention to CEO and executive use of social media. Optimism about executive social media impact has been fueled in part by studies like the BRANDfog survey, which reports executive social participation leads to better leadership, creates more brand transparency and helps build better connections with customers, e ...

    Lee Odden/ TopRank®in Social How To's- 21 readers -
  • 50 Top Content Marketing Influencers #CMWorld 2016

    Without question, the Content Marketing World conference is a force to be reckoned with when it comes to all things content. This is where I should segue into a Death Star reference and something about a love child between Joe or Robert and Princess Leia. Or was it Chewbacca? I kid. What I'm not kidding about is that there are over 150 speakers at Content Marketing World that h ...

    Lee Odden/ TopRank®in Content- 29 readers -
  • Digital Marketing Spotlight: Josh Mueller, SVP Global Marketing at Dun & Bradstreet

    Meeting and getting to know smart digital marketers is easily one of my favorite things about working in the marketing industry. I first meet Josh Mueller when he was at Director of Digital Marketing at Dell and I was presenting an integrated approach to search, social and content marketing. There was a palpable enthusiasm in the air for inbound marketing and it was exciting to ...

    Lee Odden/ TopRank®- 28 readers -
  • 10 Must-Read Content Marketing Interviews with Major Brands and Industry Experts

    Content Marketing continues to drive marketing strategy for many companies and yet most companies doen’t document that strategy and continue to be challenged in created a variety of compelling content on a consistent basis. Smart, creative and results-focused advice on content marketing that actually works is in high demand and I’m happy to say that over the past few years we ...

    Lee Odden/ TopRank®in Content- 37 readers -