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The Confluence Equation: Where B2B Content & Influencer Marketing Meet

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Presentation at Dreamforce 2017 by Lee Odden on the intersection of B2B content and influencer marketing.

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  • Lee Odden, TopRank Marketing – 40 Minutes
    Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts. Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.
  • One Big Change We Need to Make -
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  • ClickSoftware develops software that is used by service companies to schedule and dispatch field service employees. Their software contains advanced decision-making algorithms that help managers optimize their business practices, helping them complete more calls per day, week, month, and year.”

    Goals
    Establish ClickSoftware as an industry thought leader and advanced software pioneer
    Create a compelling digital asset that is compelling enough to be shared on industry websites
    Challenges
    Highly competitive industry: Competing with big names like Oracle and Service Max!
    Create awareness for a newly developed industry term “Field Service Engagement"
    Opportunities
    The ability to leverage the client’s existing customer/lead database for distribution of eBook
    Creating a new industry term and concept can allow you to carve out a niche point of differentiation
    If you can successfully amplify new and innovative content, you can drive results

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