The 2020 B2B Marketing Exchange conference kicked off today with great workshops, case studies and a green light keynote from the talented Tamsen Webster.
After the last executive marketing leadership panel, our president Susan Misukanis and I had the good fortune to attend the B2BMX Killer Content Awards.
I am very proud to say that in the B2B Influencer Marketing category, all three finalists were TopRank Marketing clients: Dell Outlet, Alcatel Lucent Enterprise and SAP.
We are happy to share that Alcatel Lucent Enterprise won the 2020 Killer Content Award for best B2B Influencer Marketing campaign!
This is the second “Finny” that Jen Holtvluwer and Alison Munn have won working with TopRank Marketing. You can read the ALE case study here, which was truly an innovative B2B influencer marketing campaign, which featured the elements outlined below.
The intersection of ABM and Influence. To honor IT and enterprise communications professionals that represent the target accounts ALE was after, they worked with TopRank Marketing to develop an awards program: The IT Vanguards.
Influential judges were recruited and nominations were accepted. Judges posted about their involvement attracting 52 submissions. Honorees were identified, notified and awarded. All of the judges and honorees shared the awards on their social networks resulting in thousands of views and 3rd party recognition.
Not only did influencers help the awards create buzz among the specific community of accounts ALE was trying to reach, but many honorees were prospective clients. Sales engagements with those prospective clients were successful in generating multiple six figure deals.
TopRank Marketing is fortunate to work with many brave B2B clients on influencer marketing programs that are leading the industry. We’re also fortunate to have a very talented team leading and implementing influencer marketing within our agency.
We have won two previous Killer Content Awards with B2B influencer marketing programs: one with Cherwell Software and another with Content Marketing Institute.
Learn about B2B Influencer Marketing. If you’re attending the B2BMX conference this week and want to learn more about influencer marketing in the B2B space, be sure to catch my session on Wednesday February 26th at 10:40 a.m. in the Arizona V room.
I’ll be sharing how to optimize account-based marketing (ABM) programs with influencer marketing, featuring case studies from Dell Outlet, Cherwell Software and Alcatel Lucent.
Keep posted to our blog throughout the week as we’ll be featuring session coverage and top speaker insights from #B2BMX.
About Lee Odden
@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he’s the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he’s likely running, traveling or cooking up something new.
