What’s Missing In Your B2B Marketing Strategy? 5 Key Elements You Don’t Want to Overlook

A car engine without a water pump. A baseball team without a shortstop. A guitar without a D string. All it takes is one missing piece to prevent something from working as it should. Your B2B marketing strategy might excel in certain areas, but a single overlooked element can cause results to stall out.  I’m not talking about tactics here, because those can vary on a case-by-case basis. But there are specific considerations and focal points that ought to exist in pretty much every marketing strategy, and if we fail to account for them we are doing ourselves a disservice.[…]

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Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More

About 1 in 4 Consumers Say They’ve Made A Purchase After Hearing A Podcast Ad Roughly a quarter of consumers have made a purchase after being exposed to a podcast ad, and about one in three say they find podcasts ads to be more engaging than other formats, according to newly-released survey results. MarketingCharts Poor Data Quality: Marketers Waste 21 Cents Of Every Dollar Spent On Media Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data, two of[…]

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B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b

It was back in 2010 at SXSWi that I was in the blogger lounge networking with other social media savvy content creators and thought leaders like Brian Solis, Chris Heuer, Amber Naslund, Chris Brogan and Rohit Bhargava, when I met a fellow marketer who shared a metal bottle opener as his business card. What a brilliant idea! Package your identity around something useful to trigger conversations. Fast forward to 2019 and Jay Baer has continued to carry that message of utility, talk triggers and clever marketing savvy to his online media empire of Convince & Convert that includes an award[…]

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5 Top B2B Brands Maximizing LinkedIn Engagement

With more than 645 million users in over 200 countries, LinkedIn* has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services. LinkedIn has released scores of new features over the past several years that have helped it remain the foremost social media platform for professional business users. It’s also increasingly become a destination for all manner and size of brands, and users looking for an experience markedly different from that offered by Facebook, Twitter, and Instagram. Since LinkedIn has rolled out so many new tools for brands to maximize[…]

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Tales from the Trenches: How to Transition from Marketing Doer to Marketing Leader

I was roughly five years into my marketing career when I began managing my first direct report. It was the biggest challenge I faced yet. I was now being evaluated on the actions, successes, and failures of another person—and I also knew it was my responsibility to give them the support and tools they needed to have more successes than failures. I felt as if I didn’t know how to influence, motivate, or persuade another person. But I was given the opportunity to try and to learn. I had a great group of bosses, mentors, and peers giving me advice,[…]

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Trust Factors: Why Your Brand Should Take a Stand with Its Marketing Strategy

Earlier this year, Salesforce made waves by announcing a policy that compelled retailers to either stop selling military-style rifles and certain accessories, or stop using its popular e-commerce software.  For a massive brand like this to take such an emphatic stand on a divisive social issue would’ve been unthinkable not so long ago. But in today’s world at large, and consequently in the business and marketing environments, it’s becoming more common. This owes to a variety of factors, ranging from generational changes among consumers to a growing need to differentiate.  But, like so many other trends and strategies we see[…]

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Digital Marketing News: Google Phases Out Search Console & Adds Bidding Options, Marketing Business to Gen Z, Instagram Post Study & More

The rise of Spotify as an advertising channel Spotify has over 217 million users, and the music and podcasts they increasingly listen to have brought greater attention from marketers. ClickZ takes a look at how marketers are embracing Spotify for advertising. ClickZ Ad Revenue Holds Steady Despite Recession Worries Digital advertising spending was up nearly 20 percent in the second quarter of 2019, according to newly-released study data that also highlights the comparatively greater number of small-to-medium size firms using digital versus traditional formats. Broadcasting & Cable Google’s First-Price Auction Switch Is Making Header Bidding Partners Win More Google has[…]

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B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #mpb2b

Twelve years ago I had the good fortune to connect with Ann Handley, Chief Content Officer at MarketingProfs and she’s been a positive influence to me on what’s possible in content and B2B marketing ever since. I’m not alone. During that time, we’ve both grown as marketers. Well, maybe I’ve grown, but Ann has exploded. She regularly fills keynote rooms at conferences, draws long, long lines of people to get one of her best selling books signed and her company MarketingProfs has attracted over 600,000 subscribers. Ann Handley is a marketing influencers’s influencer or more creatively, she’s an Annfluencer. Since[…]

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Content Marveling: Wonder and Astonishment in Marketing

Two little letters. On the surface that’s all separating your standard issue “marketing” from the extraordinary and entirely different practice of “marveling.” At TopRank Marketing, “Content Marveling” is the practice of bringing greater wonder and astonishment to traditional content marketing, and can be applied in both the worlds of direct-to-consumer and enterprise business-to-business, to engage and delight your audience. Marketing efforts spending huge amounts of paid placement advertising, ever-more-ludicrous click-bait headlines and tactics, and even illicit black-hat methods are all used to simply get us to pay attention to marketing messages. Among senior B2B marketers, a sizable 82 percent view[…]

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#CMWorld 2019 Recap: Top Insights & TopRank Marketing’s Favorite Moments

It’s always fascinating when thousands of marketers, many of whom are competitors, can come together for a week to share ideas, innovations, and advice with one another to grow their business and push the boundaries of their industry. Content Marketing World 2019 was no exception to this act of selfless sharing. It was my first time attending and between the thought-provoking content, industry-leading speakers, and generously engaging attendees, I certainly hope it’s not my last. At TopRank Marketing, we made it our mission to ensure our readers would share in the benefit of our attendance. Below are the ideas, people,[…]

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How to Drive Better Content Marketing Results with Integrated Marketing Teams: Top Tips from NewsCred’s Shafqat Islam #CMWorld

Here’s a wild new idea: Consumers expect immediate, consistent, on-brand experiences across channels. Just kidding about the “wild” and “new” parts. Most marketers likely have the phrase embroidered on a pillowcase by now. It’s fundamental. But if we know that consumers demand an omnichannel experience… Why are so many marketing teams stuck in silos? NewsCred Co-Founder and CEO Shafqat Islam believes this siloed structure is what’s holding marketers back from their omnichannel dreams. Integrated marketing requires integrated teams. During his Content Marketing World 2019 session, Shafqat shared how NewsCred reorganized to deliver better results. The Dangers of Hyper-Specialized Marketing Teams[…]

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Get Heroic Results from B2B Influencer Marketing with Advice from Ashley Zeckman #CMWorld

B2B content marketers have faced many epic foes over the last few years. There’s the nefarious Content Shock, the demoralizing Facebook Algorithm, and the destructive Google Search Update. We have battled them all and continued to thrive. But now we face our most fearsome foe: The Dreaded Trust Gap. Less than half of consumers trust brands. Seventy-one percent of buyers are turned off by overly sales-y content. Buyers increasingly prefer content from industry influencers rather than brands. It’s a daunting problem that needs a bold solution: The Guardians of Content! In her Content Marketing World 2019 presentation, our very own[…]

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April Henderson on Data-Driven, Empathetic B2B Content #CMWorld

Forrester’s April Henderson started her Content Marketing World 2019 session with a classic cautionary tale: Johann Rall was fighting for the British at the turning point of the Revolutionary War. The night before the Battle of Trenton, he was out celebrating at the home of a local Loyalist merchant. That merchant had seen General Washington amassing his forces and knew the attack was coming. So what did the merchant do? He created relevant content! He wrote Rall a note and slipped it across the table. Rall nodded, put the note in his pocket… and continued his evening of revelry. The[…]

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