B2B Marketing

What Does Award-Winning B2B Influencer Marketing Look Like?

What Does Award-Winning B2B Influencer Marketing Look Like?

Influencer Marketing, B2B Marketing
In a time of increased competition and uncertainty, standing out is more important than ever. Of course there’s plenty of B2B marketing that stands out, but what kind performs? Is it ads, content marketing, SEO, social, ABM or influence? At TopRank Marketing we make it our business to deliver on and exceed expectations for content experiences that will inspire customers through influencer marketing. But what does award-winning B2B influencer marketing look like?  How can you infuse your own campaigns with the type of powerful elements that combine to deliver stellar marketing performance? To help answer those questions, let’s take a look at two highly-successful efforts from our clients LinkedIn and Alcatel-Lucent Enterprise (ALE) to find out what common elements bot...
Rani Mani from Adobe on B2B Influencer Marketing Advantage

Rani Mani from Adobe on B2B Influencer Marketing Advantage

Influencer Marketing, B2B Marketing
On the heels of the release of the 2020 State of B2B Influencer Marketing Report and the announcement that several of our clients (LinkedIn and Alcatel Lucent Enterprise) have won awards for B2B influencer marketing campaigns, I am very happy to share the launch of a new video interview series: Inside Influence: Interviews with B2B Influencer Marketing Insiders. What is Inside Influence? This is a show that goes behind the scenes of B2B influencer marketing and showcases conversations with insiders from the world of B2B influencer marketing. We’ll be talking with practitioners at B2B brands of all kinds and sizes to answer the rising number of questions about working with influencers in a business context. The 2020 State of B2B Influencer Marketing Report has provided da...
10 Inspiring B2B Marketing Tips From Family History

10 Inspiring B2B Marketing Tips From Family History

B2B Marketing
What can B2B marketers learn from family history research? Family history research offers a surprising number of valuable lessons for marketers looking to hone existing skills and build new ones. For starters, genealogy research can teach us about: Knowing Your Marketing Roots Sharpening Your Research Skills Building Enduring Passion Citing, Celebrating & Honoring Your Marketing Sources Learning & Networking With Fellow Professionals at Industry Events Adhering To Guidelines & Goalposts Publishing & Preserving For Posterity Sparking Interest For Future Marketers Breaking Through With Hyper-Personal Relevance Peering Inside Your B2B Marketing DNA Aside from childhood school family history projects, I first stared res...
Inside Influence: Garnor Morantes from LinkedIn

Inside Influence: Garnor Morantes from LinkedIn

B2B Marketing
Welcome to the second episode of Inside Influence: What’s working and what’s not inside the world of B2B Influencer Marketing. Each week we feature an interview with a B2B marketing insider on all things influence and a deeper dive into the insights found in the 2020 State of B2B Influencer Marketing Report. This week, we’re talking to Garnor Morantes, Group Marketing Manager at LinkedIn. Our team at TopRank Marketing has been fortunate to work with Garnor on an award-winning, ongoing influencer marketing program for LinkedIn over several years and his leadership has been instrumental in its success. Our conversation touches on: What Always-On influencer marketing is and why its valuable for B2B brands The challenges faced by campaign-focused influencer marketin...
Get the Most Out of Webinars in 2020

Get the Most Out of Webinars in 2020

B2B Marketing
There has to be a word for the creeping dread B2B marketers have been feeling this year, preferably something German with a ton of umlauts. As we watched events in the spring cancel, postpone, or go virtual, we held out hope that summer would be different. Then July’s events moved out. Now it’s looking like the type of large-scale events B2B marketers depend on will have to wait until 2021… at the earliest. But we don’t have to despair! We can close the gap with virtual events. The speaking gig at an industry conference can become a webinar, as can a planned panel discussion or product demonstration. The good news is plenty of people have more spare time than before to watch your webinar. The bad news is that everyone who makes webinars has time on their hands...
How B2B Content Marketers Are Impacted During the Pandemic

How B2B Content Marketers Are Impacted During the Pandemic

B2B Marketing, Content Marketing
Each year, Content Marketing Institute releases a new version of its B2B Content Marketing Benchmarks, Budgets, and Trends report, providing a timely contextual snapshot of the discipline at large and its ever-shifting landscape. Needless to say, this year’s edition hits differently. While there is always change and evolution afoot in the annual study’s findings, 2020 has been a year of unprecedented upheaval for our profession, along with most every other. The impact of COVID-19 on B2B content marketing is a direct and prevalent focus in CMI’s latest report, which helps leaders and practitioners in the field understand how their peers are reacting and adapting to a disruptive global event. B2B Content Marketing in the Age of COVID-19 You can find the full report ...
10 Fresh Social Media Marketing Tools To Boost Brand Storytelling

10 Fresh Social Media Marketing Tools To Boost Brand Storytelling

Social Media, B2B Marketing
Are you using the latest social media marketing tools that help you create a new variety of remarkable campaign experiences? We’ve got you covered with a look at our 10 latest featured social media marketing tools to help you refine and expand your marketing efforts and boost brand storytelling. Sifting through tens of thousands of available tools can be a hit and miss proposition, but these 10 fresh marketing tools let you skip a lot of the research queue and get right into useful tools for helping you tell marketing stories in new ways. Let’s dive right in with our collection of 10 fresh tools to boost your social media marketing experiences, including image and video manipulation tools, headline analysis utilities, and social media monitoring apps. 1 — DxO’s ...
Andre Ortolon on Microinfluencers for Hyper-Relevant Content

Andre Ortolon on Microinfluencers for Hyper-Relevant Content

B2B Marketing
In our part of the country, there’s a phenomenon called the “Minnesota goodbye.” It’s when you’re leaving a social gathering (remember those?) and you say goodbye, walk to the door… and keep talking to your host. Then you step outside the door, and continue the conversation. Then you walk to the car while keeping up the chatter. All told, a proper Minnesota goodbye can last up to an hour. All of which to say: We may have already wrapped up season two of the Break Free B2B series, but it’s time for the Minnesota goodbye. Back in February, I talked to Andre Ortolon from Dell Outlet about their micro influencer program. It’s a fascinating campaign because it was something of a B2B/B2C hybrid: Their target audiences included gamers, content creators like vloggers, and sma...