With viral word-of-mouth recommendations outpacing traditional advertising efforts, there’s no greater buzzword right now than influencer marketing. Yet most influencer marketing news focuses on B2C brands, ignoring the fact that influencer marketing is just as important an investment for B2B companies. In this webinar, we’ll use a B2B case study to look at ways your small business can leverage experts in the field for a better company both internally and externally, from content creation to relationship building. Join us as our panelists discuss: why influencer marketing is a crucial way to stay relevant and informed in your industry; how to find context for your brand and a place to start looking for influencers; a specific case study that will give you ideas to start your own program; and tips for measuring results and determining ROI of influencer marketing.

1. It’s Who You Know:
Influencer Marketing
Now
#SMTLive

2. #SMTLive
Thank You to Our Sponsor
@getLittleBird

3. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

4. #SMTLive
Our Speakers
Dustin Luther, Director, Engagement, Dun & Bradstreet. @tyr
A passionate marketing leader, Dustin gets a kick out of creating strategic stories that people feel compelled to share. In
his current role with Dun & Bradstreet, Dustin has built a team of content, social media and event experts who drive
marketing campaigns that “move the needle” and encourage their SMB base to engage with the Dun & Bradstreet brands.
Julie Zisman, Head of Marketing, Little Bird. @JulieZisman
Julie Zisman is the Head of Marketing at Little Bird, an Influencer Marketing Platform that identifies the people, companies
and organizations that shape market trends and buyer intent on Twitter. Julie joined Little Bird in November 2014 after
serving more than a decade in marketing leadership roles at Showpad, Kontagent and Tealeaf.
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B
communities that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey
Amber Armstrong, Program Director Commerce, Social and Mobile Amplification, IBM. @ambarmstrong
Amber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM
story externally and connecting with external influencers to surround the IBM story. She is passionate about employee
advocacy and its power to empower IBMers to be the face of IBM to clients and partners.

5. D&B Influencer Outreach Case
Study
#SMTLive
Dustin Luther, Engagement Director
Connect: @tyr
December 10, 2015

6. Getting Started:
Selling Influencer Outreach to Execs

7. 7
Selling Influencer Outreach to Execs
Influencer outreach can be the critical element of:
• Successful lead generation
• Thought leadership
• Employee engagement
• Product launches
• SEO campaigns
#SMTLive: D&B Influencer Outreach Case Study
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

8. 8
Strategies to Drive Online Leads & Sales
Paid: SEM & Direct Response
• Online ads
• Email
Free: SEO
• Onsite
• User Engagement
• Offsite (Inbound Links / Social Engagement)
— Influencer Outreach Can Drive Offsite SEO Success
#SMTLive: D&B Influencer Outreach Case Study
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

9. Case Study:
Most Influential SMB Campaign

10. 10
Most Influential SMB Campaign
Goal:
• Get influencers talking about us
Approach:
1. Develop unique algorithm
(leveraging Little Bird)
2. Publish the list
3. Reach out:
• Influencers
• Journalists
#SMTLive: D&B Influencer Outreach Case Study
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

11. 11
Results
#SMTLive: D&B Influencer Outreach Case Study
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.

12. 12
Next Steps: Most Influential Sales/Marketing
#SMTLive: D&B Influencer Outreach Case Study
This material is confidential and proprietary to Dun & Bradstreet, Inc. and may not be reproduced, published, or disclosed to others without the express written consent of the company.
Follow @Hoovers for an early January 2016 Launch

13. Thank you!
Question: @tyr
Dustin Luther, Engagement Director: dluther@dandb.com

14. 2016 Influencer strategy
Goals:
 Provide audiences with valuable thought leadership content from a non-IBM voice
 Learn from knowledgeable influencers and inform our product and marketing
decisions
OBJECTIVESGOALS
Relationships:
Nurture/grow
Influencers into long term
brand advocates
Content: Co-create rich
thought leadership content
to tell the IBM story
through influencer POV
Amplification/reach:
Expand IBM thought
leadership in new
whitespace communities
Account for
5-10% of influencer
shared content &
track attributed
leads/clicks
Account for 20% of
IBM channel
content
(80/20 ratio)
Increase
amplification at
IBM events (30%+
of event coverage)
Expand program to
all 6 topic areas for
75 active
influencers
Align all activities to campaigns

15.  IBM Contribution: 86 MIL impressions
 Influencer Contribution: 161 MIL
impressions
 External (Other): 128 MIL impressions (est)
Share of Voice Breakdown
23%
43%
34%
Based on 376 MIL impressions
Influencer results: TED@IBM

16. New Way To Startup Competition & Webisode Series
 Radically different approach to showcasing products (IBM
Verse & Watson Analytics) in startup environment through a
millennial web reality show to drive consideration/awareness
with new audiences
• NWTS impressions (97.3M) were equal to 20% of total
#NewWayToWork campaign impressions (472.4M) from
March 13 – July 7, 2015
• Estimate that ~20% of Verse registrations came from NWTS
during that time period
 Numbers At A Glance
230,223
Avg views per
webisode across
YouTube, Facebook
& Twitter
1.84M
Total video views
across YouTube,
Facebook & Twitter
97.3M
Total impressions
from or about NWTS
teams, competition
& series
NWTS dedicated
Facebook pg
outpaced normal
IBM SB pg likes by
150%

17. #SMTLive
How Can Influencers Help your business?
Product
Reviews
Leading Social
Conversation
Writing
Blogs
Keynoting
Events
Authoring
Books
Podcasts,
Webinars and
Tweetchats
Contributed
Articles
@JulieZisman

18. #SMTLive
Define your Influencer Marketing Goals and Strategy
SHARE OF VOICE AND BRANDING
Create programs to gain increases in social capital
• Connect with members of an influencer network and then measure:
– The number of new influencers your company
connects with
– The acceleration in growth of your social communities
– The increase of engagement with social content
– The number of connections you have within
an influencer network vs. a competitor
@JulieZisman

19. #SMTLive
Define your Influencer Marketing Goals and Strategy
LEAD GENERATION
Create programs to drive highly qualified digital traffic
• Connect and partner with influencers to educate their audiences with
co-created content and then measure:
– The increase in inbound referral traffic
– The response to promoted tweets advertising the content using
custom tailored audiences
– The number of lead responses to co-created content across all
other marketing channels
@JulieZisman

20. #SMTLive
6 Mistakes to Avoid
Basing your influencer criteria purely on follower count.
Making a big ask at first contact.
Misquoting them or taking their content out of context.
Sending repeated automated responses or requests.
Asking for a product review without delivering any value.
Thinking that every engagement with an Influencer is free.
1
2
3
4
5
6
@JulieZisman

21. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

22. #SMTLive
Our Speakers
Dustin Luther, Director, Engagement, Dun & Bradstreet. @tyr
A passionate marketing leader, Dustin gets a kick out of creating strategic stories that people feel compelled to share. In
his current role with Dun & Bradstreet, Dustin has built a team of content, social media and event experts who drive
marketing campaigns that “move the needle” and encourage their SMB base to engage with the Dun & Bradstreet brands.
Julie Zisman, Head of Marketing, Little Bird. @JulieZisman
Julie Zisman is the Head of Marketing at Little Bird, an Influencer Marketing Platform that identifies the people, companies
and organizations that shape market trends and buyer intent on Twitter. Julie joined Little Bird in November 2014 after
serving more than a decade in marketing leadership roles at Showpad, Kontagent and Tealeaf.
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B
communities that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey
Amber Armstrong, Program Director Commerce, Social and Mobile Amplification, IBM. @ambarmstrong
Amber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM
story externally and connecting with external influencers to surround the IBM story. She is passionate about employee
advocacy and its power to empower IBMers to be the face of IBM to clients and partners.

23. #SMTLive
Thank You to Our Sponsor
@getLittleBird

24. #SMTLive
Upcoming Webinar
December 15th
Predictions for 2016
Featuring:
Shel Israel
Brian Fanzo
Brent Leary
Gal Josefsberg
PLUS
Free tickets to The Social Shake-Up and copies of Shel Israel’s book,
“Lethal Generosity.”