B2B Marketing News: 3 B2B Pandemic Marketing Studies, YouTube Launches Shorts, Twitter Tests Audio & New Emoji Performance Report Data

Now Is the Time for B2B Content During the pandemic, video and webinar content has seen the largest increase in views according to recently-released survey data, while views of unique content assets during March through May climbed by 40 percent compared to earlier in 2020, with the average number of sessions per visitor up some 43 percent. ANA Google Shares Exclusive Data On How B2B Buyers Changed, Adapted During COVID-19 64 percent of B2B buyers have increased their use of online video during the pandemic, with overall online marketing use rising by 88 percent including 45 percent who started using[…]

Read more

Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube

What’s new at YouTube, and how are B2B marketers using the world’s largest video platform in creative and engaging campaigns? Let’s take a look! Google’s omnipresent YouTube brought in revenue of over $15 billion in 2019, has over two billion monthly active users (MAUs), and by some estimates is considered as the world’s number two search engine, making it nearly inescapable for B2B marketers seeking to host and promote video content. While not necessarily out of this world, YouTube’s orbit casts a wide swath in the B2B marketing universe. During the pandemic, video and webinar content has seen the largest[…]

Read more

B2B Marketing Technology in 2021: 5 Key Focuses

If the 1982 movie Blade Runner and its dystopian depiction of what the world would look like in 2019 were accurate, this is what we’d have been living through last year: via GIPHY Needless to say, our predictions of society’s future state, and technology’s long-term evolution, are not always on the money. While certain aspects of Blade Runner’s vision might’ve been frighteningly accurate, Los Angeles is not yet inhabited by flying cars or giant video advertisements projected onto the entirety of skyscrapers. With that said, today’s marketers can much more easily look ahead to 2021 — suddenly only a few[…]

Read more

B2B Marketing News: Digital Ad Spend Grows, LinkedIn’s New Lead Gen & Ad Tools, What Drives Customer Loyalty, & The Success Of Mobile Streaming

75% of people unlikely to use branded hashtags, survey finds A quarter of consumers have engaged with customer reviews over the past 30 days, while 26 percent said they are likely to review a business on a third-party website — two of several finding of interest to digital marketers in recent survey data examining the performance of user-generated content (UGC) for brands. Mobile Marketer Merkle: How Much Loyalty Customers Have Depends On Several Factors When it comes to driving brand loyalty, 35 percent of millennials and Gen Z desire badges and 27 percent want leaderboards — as the demographic values[…]

Read more

8 Things B2B Marketers Need To Know About Reddit in 2021

What do B2B marketers stand to gain by using Reddit? Just how effective is Reddit for advertising and organic marketing communication, and what are some of the top tips and advice for B2B marketers new to Reddit or those looking to expand their presence on the social media platform? Let’s take a look at the answers to these questions and more, including eight things B2B marketers need to know about social news aggregator and discussion platform Reddit, including why more businesses than ever will be using the platform in 2021 and beyond. While by no means a thorough guide to[…]

Read more

How to Win at B2B Influence With The Magic of Content Co-Creation

Today we live in an age of information overload where the speed of content discovery and the variety of options for media consumption across connected devices presents new challenges for B2B brands and buyers alike. The natural response for buyers is to filter their choices and focus those few sources which are most trusted, credible and meaningful. For brands that want to differentiate and even dominate in their category, becoming known as “the best answer” for their domain of expertise will have enormous impact. The challenge of increased digital sophistication brings an opportunity: businesses can differentiate and capture market attention[…]

Read more

B2B Marketing News: Mobile Apps Thrive, Carousels Most Engaging Format on Instagram, Facebook’s Horizon VR, & Data Security’s Customer Loyalty Connection

COVID-19 drives more business to B2B marketplaces Global marketplace growth is being led by the B2B segment, with sales expected to hit $3.6 trillion by 2024 — up from $680 billion in 2018 — according to recently-released report data of interest to digital marketers, which also showed that 89 percent of purchasing managers are spending at least the same or significantly more because of pandemic circumstances. Digital Commerce 360 How Committed Are Big Advertisers to Content Marketing? Over the past two years major advertisers have doubled their commitment to content marketing, with 52 percent of senior-level marketers saying their firm[…]

Read more

Your Guide to Effective Storytelling in B2B Content Marketing

Joseph Gordon-Levitt is a guy who understands content. He was the featured keynote speaker at Content Marketing World three years ago, and his company HitRecord empowers creators to collaborate and produce awesome stuff together. Joseph Gordon-Levitt also understands storytelling. He is an actor, director, producer, and writer who has appeared in numerous beloved movies and TV shows. His work as an author includes a series of works called The Book of Tiny Stories. “The universe is not made of atoms; it’s made of tiny stories,” the tagline asserts. Given his experience and expertise at the intersection of content and storytelling,[…]

Read more

6 Dynamic Tactics For Solving The Post-Pandemic Marketing Rubik’s Cube

What will successful B2B marketing look like in a post-pandemic world, and what can marketers do today to be ready? B2B marketers are facing daunting and unprecedented challenges — not unlike a Rubik’s Cube — during the global health crisis. Each impediment, however, also offers valuable lessons that can help us as we transition to 2021 and the future opportunities that await. Let’s begin unraveling the mysteries of the post-pandemic marketing world, with six dynamic tactics B2B marketers can use today to prepare for the future business landscape. 1 — Influencer Intensification: Subject Matter Experts Post-pandemic marketing will likely feature[…]

Read more

B2B Marketing Subject Matter Experts & Industry Influencers: Which Should I Choose?

What does being an influencer really mean in the B2B world? The classic B2C influencer is someone with a big following on social media, someone who makes a living doing makeup tutorials or cosplay or skateboarding tricks. Brands who want to reach their audience can simply provide free products or sponsor a post — it’s inherently transactional. But for B2B, the question is a little trickier. B2B influencers are very rarely celebrities with millions of followers. For example, given enough time and money, you could get Taylor Swift to endorse your hybrid cloud solution. But would her endorsement really persuade[…]

Read more

5 Case Studies on How to Optimize B2B Influencer Engagement on LinkedIn

With over 700 million community members in 200+ countries and territories, LinkedIn is without question the place for businesses to do business. With 91% of marketing executives using LinkedIn as a content source (SocialPilot) it’s easy to understand why 94% of B2B marketers using LinkedIn to distribute content (CMI). In fact, there’s been a 50% year over year increase in content shared on the LinkedIn platform (LinkedIn). With many social network options, LinkedIn has proven to be an effective choice for B2B marketers. A study from HubSpot showed that traffic from LinkedIn generates the highest visitor to lead conversion rate,[…]

Read more

B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads

The Majority of B2B CMOs Expect to Increase Their Spending on A Variety of Digital Channels Next Year Nearly 69 percent of B2B marketing CMOs will increase digital advertising spending in 2021, including email and mobile marketing, paid search, website ads, organic SEO, and social media marketing, according to recently-released survey data from Gartner of interest to digital marketers. MarketingCharts US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets B2B firms will spend over $8 billion on digital advertising in 2020, a 22.6 percent increase from 2019’s total, according to newly-released forecast data, also showing that[…]

Read more

10 Wise Quotes To Inspire Your Influencer Marketing

What will successful B2B influencer marketing look like in a post-pandemic world, and what can marketers do today to be ready? Here are 10 quotes from some of the best in the B2B influencer marketing business to inspire your marketing today and to prepare for the eventual post-pandemic landscape. 1 — Rani Mani of Adobe For Rani Mani, head of social influencer enablement at Adobe*, reaching out to uncover the heartfelt motivations, challenges, and aspirations of B2B influencers can be a great way to start building a long-lasting  marketing relationship. She shares additional insight in our recently-released 2020 State of[…]

Read more

5 Refreshing Examples of Imaginative B2B Marketing To Inspire You in 2021

What will it take in 2021 for B2B marketers to break through the mundane and reach the sublime? Post-pandemic success isn’t likely to come for those who settle for the same old B2B marketing efforts, even if some do have a lengthy track-record. Looking ahead to an as-yet unknown new B2B marketing landscape can be a bit of a guessing game, however examining powerful award-winning marketing efforts can at least offer us a glimpse of how imaginative storytelling on a global scale is likely to play a greater role in what eventually emerges. Let’s jump right in and take a[…]

Read more

Marketing Lessons from Lockdown: What My 3-year-old Has Taught Me

“Our children can be our greatest teachers if we are humble enough to receive their lessons.” Wise words from author Bryant McGill. These last few months of lockdown, while challenging, have brought forth some very inspiring lessons from my almost 3 year old that I hope can inspire you: His fearless attitude, his openness to learning, his inquisitive nature and his no-yielding passion for everything he does. Be Fearless Unless we’re talking about cooked carrots, my little guy is about as fearless as they come. Whether he’s full-speed sprint-vaulting (without success) over two storage bins, or sticking his entire face[…]

Read more