Break Free B2B Marketing: “Webinerd” Mark Bornstein of ON24 on Dialing In Digital Experiences

Like many other digital experiences, the webinar has traditionally been viewed as a means to an end: Create something that seems valuable to your audience, and use it as a vehicle to acquire contact information for lead generation purposes. But marketers like Mark Bornstein take a different angle: What if we view the webinar itself as an end — an extremely valuable marketing tool on its own? What if we’re just muddying it up with all these mandatory form-fills and sales-y follow-ups? “You need the name once, you need the demographic information one time,” he observes. “But why do we[…]

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Why SEO & Influence are Critical to Pandemic Era Content Marketing

On this Memorial Day of 2020, it is important we remember those who have made the ultimate sacrifice serving our country – not only in the military, but those on the front lines of fighting the COVID-19 pandemic. Thank you to first responders, law enforcement, healthcare workers and all that support them! The health and economic crisis we are all facing now compounds the many other uncertainties of our time including trust and expectations in the brands we buy from. The COVID-19 pandemic and our society’s reaction to it have changed the reality we have lived with into something different[…]

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B2B Marketing News: Biggest B2B Differentiators Study, Facebook Buys Giphy, LinkedIn Prepares Stories, & Facebook’s New Video Chat

B2B Decision-Maker Survey: COVID-19’s Impact on Marketing, Buying, and Sales 65 percent of enterprise B2B buyers now view online interactions as being more important than traditional vendor conversations, one of several findings of interest to digital marketers contained in newly-released U.S. B2B pandemic response survey data. MarketingProfs Facebook just bought Giphy Facebook has acquired popular animated GIF image platform Giphy in a $400 million move that will likely bring deeper integration with both Facebook-owned Instagram and its messaging features, the social media giant announced.Engadget LinkedIn Stories Is Almost Here: Will It Reinvent the B2B Social Media Landscape? LinkedIn (client) has[…]

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How to Measure Changing Marketing Goals During a Crisis

In recent months, I’ve been listening to Paramore’s song “Hard Times” a lot. Their 2017 hit talks about struggling to overcome challenging circumstances above ’80s-inspired new wave pop. It’s a bop, as the kids say, and confronts hardship — truthful and emphatic with a spoonful of sugar. via GIPHY During this global health crisis, I’m sure most marketers want to wake up fine, be told that they’re alright, and — in their weakest moments — have “wonder[ed] why [we] even try.” While we have no control over the state of the world, we do have control over how we react[…]

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Day 4,777: Remote Work Tips From 13+ Years As A Distance Marketer

Today is day 4,777. Not days quarantined, but days working remotely. On Monday, March 23, 2007 I started working remotely, and 4,777 days later I still do. A staple aspect of my daily work life that had been the exception for most marketers is now — at least temporarily — the rule, with most people working from home due to the global health crisis. Having been a remote worker for a long time, I wanted to share the helpful practices that I wish I’d known when first starting out, and expand on my previous article “Remote Communication Opportunities For B2B[…]

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Break Free B2B Marketing: Latane Conant of 6sense on Reinventing the CMO Role

What’s in a job title? In my tenure as a marketer, I’ve met gurus who don’t live on mountaintops, ninjas who don’t know martial arts, and evangelists who don’t preach on Sunday.  At worst, these creative job titles are pure puffery. But at best, they serve as a statement of purpose. I’m thinking of titles like Shep Hyken’s Chief Amazement Officer, or Ann Handley as Chief Content Officer: They tell us something about what the person — and their organization — values. Latne Conant from 6sense has a subtly unusual job title: Chief Market Officer. She dropped the ‘ing’ from[…]

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10 Worst Practices for B2B Influencer Marketing – Don’t be a Clown

When it comes to sharing B2B marketing advice, I prefer not to clown around too much and do my best to be positive and optimistic with trends, insights and how to’s focused on looking forward towards best practices and getting better results. Marketers expect serious results but unfortunatley, many B2B marketers insist on clowning around with half-hearted or incomplete influencer marketing efforts. I know this from stories told by brand marketers that have worked with other agencies and from being on the receiving end of clueless pitches, minimum viable engagement efforts and willfully ignorant attempts to get me to promote[…]

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B2B Marketing News: Changing B2B Sales Models, LinkedIn Adds Polls, Social Media Engagement Data, & Twitter’s Scheduled Tweets

COVID-19’s Impact on B2B Software Budgets 31 percent of B2B software buyers say they’ll spend less due to the pandemic, while 30 percent said that spending won’t be affected, according to recently-released survey data. Web conferencing, collaboration, and remote desktop software were the three top segments for expanded spending, the survey also noted. MarketingProfs 90% of people buy from brands they follow on social media, study says Nine out of 10 people purchase from the brands they follow on social platforms, and the amount they spend climbed 12 percent from 2019 figures — two of numerous findings of interest to[…]

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5 Project Management Tips for Adrift Remote Marketing Teams

“WILSON!” “Wilson, I’m sorry!” via GIPHY Work, lately, feels a little like being a castaway. Isolating yourself. Dreaming of the past. Trusting in technology — however advanced or primitive — to get us through. And work could stay this way for a while. The COVID-19 pandemic has brought an unprecedented number of information workers, including marketers, home for work. In fact, 62% of American workers said they’ve worked from home at some point during this crisis. But many experts are estimating that this volume of distributed and remote work won’t decrease after the pandemic ends. They see that hundreds, if[…]

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Always-On Influence: 5 Examples of Ongoing B2B Influencer Marketing In Action

Always-on influence is especially vital today as brands look to combat increasing mistrust and apathy. Why have top B2B firms including our clients LinkedIn, Adobe and Dell Outlet chosen always-on influencer marketing programs, and what results are they achieving using continuing influence programs? We answer these questions and more with examples of always-on influence in action. In the first installment of our new #AlwaysOnInfluence series, our CEO and co-founder Lee Odden explored what always-on influencer marketing is and why B2B brands need it now more than ever, and now we’ll move forward and look at why five major B2B firms[…]

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Break Free B2B Marketing: Danny Nail on Creating a Global ABM Platform

I wrote a special song just for you: Happy birthday to you Happy birthday to you Happy birthday, dear reader of the TopRank blog, Happy birthday to you Are you emotionally moved or impressed by my effort? Probably not. Even if I used a little tech wizardry to insert your name in there, you likely wouldn’t be blown away by the level of customization. It’s just filling in a template, not creating something new. In theory, account-based marketing (ABM) should mean delivering hyper-relevant, custom content to your most relevant accounts. In practice, however, it tends to mean coming up with[…]

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The B2B Marketing Force Multiplier: Integrated SEO and Influencer Marketing

As business customers with questions are ignoring tone deaf brand marketing (and tiring of Pandemic messaging too) they are increasingly in search of information more than ever. Trust Radius reports that some B2B tech categories are seeing anywhere from 194% to 613% increases in search driven traffic. Search engines are clearly positioned to deliver answers for buyers seeking answers, but where is the trust? And more importantly, is your brand the best answer when and where buyers are looking? SEO alone is not enough. A study from CSO insights ranked Web searches the 8th most trusted source of information for[…]

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B2B Marketing News: Brands Spending More on Data, Spotify Turns Video Chats into Podcasts, & Consumers Trying More New Brands

How COVID-19 Is Impacting Business Event Planning 70 percent of business event planners have changed previously-planned in-person events to virtual platforms due to the pandemic, and 47 percent expect that once it ends people will still be hesitant to travel, with 27 percent expecting a swift uptick in real-world events due to pent-up demand, according to newly-released survey data from the Professional Convention Management Association (PCMA). MarketingProfs Google ad sales steady after coronavirus drop; Alphabet leads tech share rally 2020 first-quarter advertising sales at Google tallied $33.8 billion, with 73 percent coming from search and 12 percent from its YouTube[…]

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How to Hit a Marketing Home Run with Experiential Content

While their importance pales in comparison to many other things taken away by our society’s ongoing lockdown, I do find myself missing sports. Going without them during a difficult time causes me to appreciate the comfortable routine and reliable distraction they provide all the more. Those who know me will not be surprised to learn that I’m longing for baseball especially — everything from strikeouts and singles to slides and steals. But there is no part of the game I miss more than home runs. Home runs are among the most satisfying individual achievements in sports. When a batter goes[…]

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B2B Marketing Mythbusters: Dispelling 10 Common Myths with Extraordinary Marketing

B2B marketing is boring, doesn’t feature influencers, and uses only monotonous white papers and lifeless case studies — we’ve all heard these stereotypes, but what is the reality of B2B marketing in 2020? The traditional image of dull B2B marketing has been turned on its head in recent years, and we wanted to explore 10 top myths and show how the state of B2B marketing has gone from bland to unforgettable. Let’s dig in and break down the biggest B2B marketing myths, and look at how your brand can benefit from the new era of business marketing. 1 — B2B[…]

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