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,[…]

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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[…]

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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[…]

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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[…]

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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[…]

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5 Steps for a More Powerful B2B Content Marketing Strategy

Content Marketing continues to be a driving force behind meaningful B2B marketing that powers marketing and business growth. According to research by HubSpot, 70% of marketers actively investing in content marketing  and there’s no sign of a slowdown, especially as SEMrush research has found, marketers are focused on using content to generate more quality leads (75%), attract more traffic to their website (71%), improve brand reputation (56%), and improve customer engagement and loyalty (45%). The problem is, many of those marketers are not creating best answer content experiences. Creating useful content by itself is not an effective strategy in a[…]

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B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting

The Most Significant Challenges to B2B Brand-Building Unclear strategy, performance measurement unsurety, low priority brand-building and foggy messaging are the leading brand reach amplification challenges faced by B2B marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs ‘You get 2 seconds to engage consumers online’: Mars neuroscientist shares key findings Digital marketers have just two seconds to capture consumers’ attention and five to make an impact, according to newly-released neuroscience study data, also showing that memory encoding is key as duration time has dropped. The Drum Facebook Adds New Paid Events Options for Businesses and Creators Facebook[…]

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7 B2B Content Marketing Tactics For Long Term Success

I have an important question for you: Athlete A runs a marathon in under 3 hours. Athlete B runs a 40-yard dash in under 5 seconds. Which athlete is more impressive to you? Athlete A can run the distance, but Athlete B is explosive. ? via GIPHY If you’re anything like me, you answered that they’re both very impressive. And you’d be right. Having both endurance and power are extremely important. So, why am I asking this question on a blog all about marketing? Well, the most successful content marketing strategies have tactics that cover those two qualities: endurance and[…]

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5 Tips For Finding Your Authentic Marketing Identity

What do you think of when you see a person’s business title, and how do the role assumptions we all inevitably bring to the table affect our ability to market authentically? Can we find our own more effective and authentic marketing identity and build greater business communication opportunities by ditching preconceived role beliefs? Marketing has seen dwindling levels of trust in recent years, and as our CEO Lee Odden observed in his recent “In Search of Trust: How Authentic Content Drives Customer Experience,” building great customer experiences is an uphill battle if customers don’t trust brand communications. 86 percent of[…]

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Planning for Change: How to Set Your 2021 Marketing Budget

If you would have told me in March that I would be sitting at my kitchen table writing a blog post about 2021 marketing budgets in August, I might have invested in a comfier office chair sooner. Many of the decisions we made personally and as marketers in the days and weeks following the declaration of a pandemic were made with limited information. As an agency, we focused on how to adapt our own day-to-day operations and plans, while helping our clients shift theirs. As time has gone by, and we start to understand more the potential long-term impacts this[…]

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How to Optimize Original B2B Research Content For Credibility and Impact

For many in the B2B marketing world, original research provides an effective way to build thought leadership and drive content for owned and earned media. Unfortunately, many research reports from B2B companies are dry, uninspired and focus solely on pontifications from the brand point of view. Such unremarkable content isn’t helping customers, especially if they never see it due to information overload or they don’t trust it. “With more information, options and people involved in a buying process, buyers are paralyzed when trying to move forward.” Gartner Fortunately, there’s a better way. More often than not, B2B research reports have[…]

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B2B Marketing News: B2B Ad Spending Soars, Google’s New Audio Ad Features, Facebook’s Partnership Group Ads, & Top B2B Buyer Challenges

B2B Buyers’ Top Challenges With Their Current Vendors 51 percent of B2B buyers have changed their vendor preferences during the global health crisis, and they find that slow and inefficient inquiry responses from vendors is their biggest challenge — two of several findings of interest to B2B marketers in recently-released survey data. MarketingProfs Facebook Adds New Sponsored Post Options for Groups Facebook has launched a new option for digital marketers allowing paid partnership posts in Facebook Groups, giving admins new branded post advertising opportunities, the social media giant recently announced. Social Media Today eMarketer: US B2B digital ad spend soars[…]

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A Day in the Life of a Content Marketer During the Pandemic: Challenges and Tips

I’ll never forget the night that everything really changed. It was my wife’s birthday, March 11th. I took her out for dinner at a lovely restaurant in South Minneapolis, and for a couple of blissful hours, over exotic cocktails and delicious food, we unplugged from the loudening noise of a worrisome outside world. After we walked out of that restaurant, there would be no more tuning out. Stepping out from the darkly lit building, I looked down at my phone, and tried to process the sudden rush of stunning headlines: WHO declares global pandemic. NBA suspends season. Trump addresses the[…]

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Show Me The Numbers: 20 B2B Marketing Insights From Audience Poll Data

What can poll results tell B2B marketers about a year unlike any other, and how can this valuable audience data help us refine our marketing strategy as we push towards 2021? For more than a year we’ve run weekly social media polls on our Twitter profile, and for several months now have simultaneously also placed a weekly user poll on our LinkedIn* page. We wanted to share some of the fascinating insights you have shared with us in the form of results from our polls, in order to see the trends that have emerged during this unprecedented year. Let’s look[…]

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How to Nurture B2B Influencer Relationships During the Pandemic

I’m so glad that I went to B2BMX this past February. For one thing, we did some amazing interviews with some very smart marketers. The very idea of these interviews seems weird now — we were just sitting! Three feet apart! With no masks! At a giant marketing conference at a hotel! The cancellation of in-person events means I’ll miss one or two conferences this year. But for folks who make a living as keynote speakers and thought leaders, it’s a massive adjustment. And that includes a sizable subset of B2B influencers — those who are primarily keynote speakers and[…]

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