Tag: b2b

What Does Award-Winning B2B Influencer Marketing Look Like?

What Does Award-Winning B2B Influencer Marketing Look Like?

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...
B2B Marketing: Rising B2B Ad Spend, Enterprise Chatbot Usage

B2B Marketing: Rising B2B Ad Spend, Enterprise Chatbot Usage

US B2B Digital Advertising 2020 B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer The ‘Purpose Gap’ Facing Many B2B Brands 86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization — two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs How Bad Data Hurts B2B Companies 88 percent of B2B marketer...
10 Inspiring B2B Marketing Tips From Family History

10 Inspiring B2B Marketing Tips From Family History

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...
Do Keywords Still Matter? What B2B Marketers Need to Know in 2020

Do Keywords Still Matter? What B2B Marketers Need to Know in 2020

  Breaking a long-term habit is one of the most challenging things you’ll ever do. Have you ever seen someone try to change another person’s diehard opinion? Of course, we all have. It’s usually futile because it requires disrupting someone’s entire worldview they’ve held for decades.   Nevertheless, it’s important for us all to start breaking the keyword-centric worldview now. We’re coming up on the one-year anniversary of Google’s infamous BERT update. Google even called BERT the “most important update in five years.” At the time, SEO specialists and marketers were stumped. They couldn’t formulate a proper reaction to BERT – but that’s the whole point. BERT wasn’t a blip in the system. It’s a sign of things to come: a ...
Get the Most Out of Webinars in 2020

Get the Most Out of Webinars in 2020

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...
50 Top B2B Content Marketing Influencers

50 Top B2B Content Marketing Influencers

The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world’s strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual. Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influen...
B2B Marketers Challenged By Messy Data

B2B Marketers Challenged By Messy Data

More than 1 in 3 B2B Marketers Held Back from Measuring Campaigns by Messy Data 36 percent of B2B marketers say that having messy data is a top marketing performance measurement challenge, according to recently-release report data. Topping the list at 47 percent was the inability to perform cross-platform data analysis, however, followed by a lack of resources at 42 percent. MarketingCharts ‘Surprised’ emotions in video ads drive conversions during pandemic, study says Video ad performance jumped 360 percent when showing surprised people, while there was a 64 percent drop in conversions for video ads showing happy emotions during the first three seconds — two of several findings of interest to digital marketers in newly-released pandemic marketing study data. Marketi...
How B2B Content Marketers Are Impacted During the Pandemic

How B2B Content Marketers Are Impacted During the Pandemic

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 ...
Andre Ortolon on Microinfluencers for Hyper-Relevant Content

Andre Ortolon on Microinfluencers for Hyper-Relevant Content

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...
B2B Marketing News: Demand Gen Adapts, B2B Buyers Taking Longer, Microsoft Digital Marketing Center Beta

B2B Marketing News: Demand Gen Adapts, B2B Buyers Taking Longer, Microsoft Digital Marketing Center Beta

The Gartner Hype Cycle for Artificial Intelligence, 2020 – Chatbots are projected to see over a 100% increase in their adoption rates in the next two to five years and are the leading AI use cases in enterprises today. Forbes Bing is now Microsoft Bing as the search engine gets a rebrand – Microsoft doesn’t go into detail about why it added the company’s name to the Bing brand, other than it reflecting “the continued integration of our search experiences across the Microsoft family. The Verge 68% of B2B buyers say the length of their purchase cycles has increased over last year – The COVID-19 pandemic has led many B2B firms to lengthen their purchase cycles and to expect more personalized attention from vendors, according to recent research from Demand Gen Report. M...