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Internet Marketing

Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation

Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation

Internet Marketing
When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like? Our third season of Break Free B2B Marketing video interviews feature conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their industry. For more than a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in many industries. Running a successful business is the art of juggling a thousand different things in a thousand different ways. It can be challenging to know which of these things to truly focus on and which balls are okay to drop for the sake of company growth. With so many new technologies at the forefront: ...
B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success

B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success

Internet Marketing
What can poll results tell B2B marketers about a year unlike any other, and how can this valuable audience data help us enhance our marketing strategy as we head towards 2022? For more than two years we’ve run weekly social media polls on our Twitter profile, and for over a year we’ve simultaneously placed a weekly user poll on our LinkedIn* page. Occasionally we like to share some of the fascinating insights you have given us in the form of results from our polls, in order to see the B2B marketing trends that have emerged during this unprecedented year. Let’s take a look at a wide variety of marketing trends, how and why marketing is changing in 2021, and the growing effectiveness of B2B influencer marketing, all through a lens of poll-derived feedback from our B2B marketing audience. Bu...
Trust and the Search for Answers: How Influence Optimizes SEO Performance

Trust and the Search for Answers: How Influence Optimizes SEO Performance

Internet Marketing, SEO
According to the annual Global Digital Overview Report from We Are Social and Hootsuite, 81% of internet users search online for a product or service to buy and 74% have purchased online. Without question, digital engagement and commerce is the new normal and is as relevant for B2B companies as it has been for B2C. During the pandemic, search engines have become even more important as B2B brands and buyers alike digital transform to virtual engagement for information discovery, consumption and interaction. As a result, many companies have invested more in search engine optimization in order to capture the fast-growing opportunities to be the best answer for customers at the moment of need – when actively searching for solutions. Best practices for SEO abound on the web including this list...
B2B Marketing News: Influencer Ad Budgets Rise, B2B Buyer Report, Stellar US Ad Market Spending Increase, Zoom’s Immersive View, & LinkedIn’s LXP

B2B Marketing News: Influencer Ad Budgets Rise, B2B Buyer Report, Stellar US Ad Market Spending Increase, Zoom’s Immersive View, & LinkedIn’s LXP

Internet Marketing
What B2B Buyers Say Sellers Can Do to Influence Their Purchase Decisions [Report]71 percent of B2B buyers see client desires and needs as the leading influences on purchase decisions, while 68 consider showing what’s possible or how to solve a problem as being the biggest influence — two of several statistics of interest to B2B marketers in recently-released survey data. MarketingCharts U.S. Ad Market Turns In Best March Ever: Up 25% Vs. 2020, 7% Vs. 2019March saw the U.S. ad market grow nearly 25 percent since the same time last year, and even managed to increase 7.2 percent from pre-pandemic March 2019 levels, according to newly-released Standard Media Index (SMI) data. MediaPost Zoom launches Immersive View to unify participants in the same virtual roomZoom has announced that up to 25 ...
Marketer’s Toolkit: 10+ New Tools To Enhance Your B2B Marketing Stack

Marketer’s Toolkit: 10+ New Tools To Enhance Your B2B Marketing Stack

Internet Marketing
How can B2B marketers improve their content in refreshing new ways, and also add to their stack of marketing skills? In 2021 most B2B marketers are busier than ever due to the pandemic, the challenges of remote work, and increased expectations to show results. This makes finding the time to research and locate useful new marketing-related software tools and services a challenge. Don’t worry, however, as we’ve got 10+ new or updated tools that can enhance your B2B marketing stack, from digital imaging and video to data insights and more. We’ll take a look at some of these helpful tools for today’s busy marketers, to help refine and augment your B2B marketing strategy now and into our post-pandemic future. Sorting through vast lists of seemingly endless marketing tools and platforms can be ...
B2B Content Marketing: 10 Tips to Level Up Your Writing Skills

B2B Content Marketing: 10 Tips to Level Up Your Writing Skills

Internet Marketing
What is the biggest challenge a writer faces?  Nothing. Well, by “nothing,” I mean a blank white screen and a blinking cursor.  It mocks you with its unlimited potential. It fills you with fear that anything you put on that screen won’t be an improvement over its pristine emptiness. We content marketers have to face this challenge nearly every day, and somehow find a way to write content that connects, engages, and persuades. I’ve spent my entire adult life working in the content trenches — first as a comedy writer, and now as a content marketer. Here are a few tips I’ve picked up that can elevate your writing and make that blank screen less daunting. 10 Tips for B2B Marketers to Elevate Their Writing Skills #1: READ In his excellent book On Writing, Stephen King says: “If you d...
Beyond SEO: B2B Content Optimization for Trust and Customer Experience

Beyond SEO: B2B Content Optimization for Trust and Customer Experience

Internet Marketing
As the world’s most popular search engine, Google says its mission is to “Organize the world’s information and make it universally accessible and useful.” To be the best answer for customers that are looking for solutions, B2B marketers need to understand the opportunities to make information easy for search engines to find, index, and sort in search results. A big part of optimizing the customer’s search experience is understanding myriad data sources and file types that can be included in search results. By understanding these opportunities, B2B marketers can inventory their digital assets and create a better, more holistic SEO strategy that realizes the benefit of inclusion and visibility in all the places and formats that matter to customers who are looking. What Can Be Searched Can B...
B2B Marketing News: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges

B2B Marketing News: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges

Internet Marketing
Twitter Launches Initial Test of ‘Professional Profiles’ for Brands and CreatorsTwitter has begun testing new brand and creator professional profiles, which include information about a business, verification badges, and which may feature galleries and other elements, the social media platform recently announced. Social Media Today These Are Marketers’ Top Organizational Priorities Right Now45 percent of CMO Council members expect to upgrade or recruit for go-to-market execution and operations, while 38 percent say they’ll do so for content and demand-gen, followed by some 33 percent who plan to upgrade digital interactive marketing efforts — the top three spots in recently-released CMO organizational priority survey data of interest to digital marketers. MarketingCharts Google Ads Insight...
Break Free B2B Marketing: Tamara McCleary of Thulium on Visions of the Future and Doing No Harm

Break Free B2B Marketing: Tamara McCleary of Thulium on Visions of the Future and Doing No Harm

Internet Marketing
When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like? Our third season of Break Free B2B Marketing video interviews feature conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their industry. For more than a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in many industries. Sometimes you meet a person who ticks all the boxes: they’re smart, they’re funny, they’re connected, they’re brave, and they’re an expert — in not just one thing, but many. You can learn a lot from people like this: tips, tricks, advice, best practices, and more. The one thing they can teach ...
Hophead Marketing: What B2B Marketers Can Learn From The Craft Beer Industry

Hophead Marketing: What B2B Marketers Can Learn From The Craft Beer Industry

Internet Marketing
What can the wildly successful craft beer industry teach B2B marketers? From storytelling and keeping content fresh to making corporate campaigns delightfully crushable, there’s plenty the B2B marketing world can learn from taking a look at the craft beer industry and its emphasis on customer delight, engagement, and more. While the pandemic has slowed the growth of the craft beer industry with the largest disruption to the industry since the days of Prohibition — leading to an 8 percent decline in sales among small and independent craft brewers — its trajectory over the past decade has been undeniably admirable. The global health crisis has forced the craft beer industry to change, including an expansion of direct-to-consumer sales in the face of closed taprooms, yet there’s still much t...
9 Questions to Ask When Hiring a B2B Influencer Marketing Agency

9 Questions to Ask When Hiring a B2B Influencer Marketing Agency

Internet Marketing
Confidence amongst B2B marketers in the role of influence, both externally and internally, has grown substantially in the past year. Following that growth is the number of B2B influencer marketing success stories inspiring marketers to investigate collaborative content strategies that include influencers. At the same time, the pandemic has had its effect on marketing budgets and one of the trends over the past year that has stuck is the need for greater accountability and demonstration of ROI for marketing investments. While research shows that 96% of B2B marketers that engage influencers consider their program to be successful, 60% of marketers overall do not feel they have the skills or expertise in-house to execute on influencer programs. The contrast of confidence and opportunity with...
B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust

B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust

Internet Marketing
The Buzz On B2B: Email Is Tops For Both Acquisition And RetentionHalf of B2B marketers have seen email click-through rates (CTRs) remain steady during the first quarter of 2021, while 28 percent saw higher CTR than during 2020, according to recently-released survey data, which also showed that by early 2022 some 40 percent of marketers expect to restore their marketing spending to regular levels, with 25 percent doing so in early 2021. MediaPost Vast Majority of Consumers Associate High-Quality Creative with Brand Trust85 percent of U.S. adult consumers in a recent survey said that well-designed ads help build brand trust, while 64 percent said that brands with poor creative design were less trsutworthy, according to the Celta survey. MarketingCharts B2B Content Marketers Get Higher Salar...
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