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Tag: B2B Marketing

What Pandemic Poll Data Reveals About The Future of B2B Marketing

What Pandemic Poll Data Reveals About The Future of B2B Marketing

Internet Marketing
Forever altered by the pandemic, which new directions is B2B marketing going, and what’s in store for marketers in 2022 and beyond? To help answer these questions and others, we’ve tapped into our poll data to see how the pandemic has affected how B2B marketers work, their outlook for the future, and what we’ve collectively lost and gained over the past year and a half. Audience poll data offers a valuable gauge on the pulse of B2B marketers, and for over two years we’ve run weekly social media polls on our Twitter and LinkedIn* pages. The insight you’ve shared with us during the pandemic gives us insight into what’s changed, what’s gone for good, and what may come back stronger than ever in B2B marketing. We’ll use our own poll data to take a look at the B2B marketing trends that have em...
5 Common Barriers to Marketing Project Management & How to Overcome Them

5 Common Barriers to Marketing Project Management & How to Overcome Them

Internet Marketing
As a marketer, you know how important projects are. They’re your course to success. Your path to excellence. A plan of action. You also know just how out of sorts projects can get. Without successful marketing project management, timelines may slide, quality may slip, standards may be missed, and the work experience may suffer. So what causes marketing projects to stray off course? Having managed many marketing projects for TopRank Marketing, I’ve come across my fair share of barriers and challenges and learned from my experience with them. Below, I’m sharing the most common barriers to marketing project management success and how to overcome them so you can, too. And to help illustrate my points, I tapped the help of Schitt’s Creek — a show I only just started and can’t get enough of. I ...
5 Examples of B2B Brands Rocking With Influence in 2021

5 Examples of B2B Brands Rocking With Influence in 2021

Internet Marketing
How does influence help B2B brands achieve success? Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have. Reaching target audiences through digital channels was recently found to be a top-three critical challenge for B2B marketers. A new LinkedIn* report of the most in-demand marketing skills has shown that digital marketing represented the biggest mismatch of skills in supply and demand. Influence is a vital element of successful digital marketing, and presents B2B marketers with a powerful tool to overcome this challenge, and the five brands we’ll examine here have each used influence in a variety of ways to achieve digital marketing success. These five brands are rocking with the power of infl...
Optimize for B2B Customers with Digital First Content Marketing

Optimize for B2B Customers with Digital First Content Marketing

Internet Marketing
The evolution of B2B marketing has required companies to extend the transformations and pivots made during the pandemic to more permanent changes in marketing driven by evolving consumer preferences for information discovery, consumption and interaction. B2B marketing is evolved as a digital first practice and there’s no going back. While most marketers understand it is simply not enough to rely on push marketing tactics and advertising, they still rely on these familiar and comfortable tactics. Today’s business customers have more content choices in text, images, audio, video and interactive formats on more devices than ever. They expect more than just useful information from the brands they buy from. In reaction to many of these changes in technology and an increased demand for informat...
Break Free B2B Marketing: Keith Townsend of The CTO Advisor on Bringing Value Through Friction

Break Free B2B Marketing: Keith Townsend of The CTO Advisor on Bringing Value Through Friction

Internet Marketing
In B2B influencer marketing, it’s only natural to wonder just what an industry influencer actually looks like? Our third season of Break Free B2B Marketing video interviews features conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their specialized 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, and we’re thrilled to share a new episode of Break Free B2B Marketing. Information technology as an industry has seen a tremendous amount of growth and change throughout 2021. The pandemic and subsequent long-term quarantine left a lot of companies with very sudden, very big problems to ad...
On-Target: What’s New With Twitter For B2B Marketers In 2021

On-Target: What’s New With Twitter For B2B Marketers In 2021

Internet Marketing
What’s new with Twitter for B2B marketers in 2021? With more than 199 million active daily users and available in over 40 languages, Twitter has continued its growth as a platform for both B2B and direct-to-consumer brands looking to creatively showcase products and services. It’s also increasingly used to tell brand stories and as a customer communication tool. When it comes to new feature launches, Twitter has ramped up its pace, helping it make significant gains as a social media platform not just for consumers, but also for a greater number of professional business users than ever. Let’s take a look at seven of Twitter’s most recent feature roll-outs, changes, and announcements of forthcoming offerings, with an eye towards how B2B marketers can use Twitter in new ways . 1 — Super Foll...
6 B2B Content Marketing Summertime Sizzlers To Increase Audience Engagement

6 B2B Content Marketing Summertime Sizzlers To Increase Audience Engagement

Internet Marketing
I’m going to knock on wood as I type this, but: It looks like we might have a (mostly) normal summer this year in the U.S. After the lockdowns, isolation, anxiety and fear of 2020, it finally feels like things are opening up. This is all great for everything except getting people to read your marketing content. In 2020 we had a captive audience starved for entertainment. Now we’ll be competing with everything from music festivals to movies to walking in the park. The way to break through and have a “hot brand summer?” First, don’t use phrases like “hot brand summer,” because you’ll just make people hate you. Second, it’s all about customer engagement. That means connecting with people on a personal level, offering something novel and fascinating, and using that contact to build a meaningf...
Top 5 Benefits of Influencer Marketing for B2B Brands

Top 5 Benefits of Influencer Marketing for B2B Brands

Internet Marketing
Despite that 96% of marketers engaging influencers for marketing deem their programs successful, there are still a very large number of B2B companies evaluating where influencer engagement fits in their marketing mix. After spending the last 8 plus years working on developing influencer marketing strategies, creating pilot projects, implementing campaigns and running ongoing influencer programs for brands that range from 3M to Dell to LinkedIn, here are some of the top benefits B2B companies of all sizes are realizing through their influencer marketing efforts. Before I get to the list, I think it’s important to mention that benefits realized are directly connected to goals imagined. That may seem obvious but the application of influence to marketing is viewed in many different ways and t...
From Finesse To Zest: 25 Powerful Qualities That Elevate Your B2B Marketing

From Finesse To Zest: 25 Powerful Qualities That Elevate Your B2B Marketing

Internet Marketing
Which qualities encompass the best that B2B marketing has to offer? Are there overlapping elements that bring success to both our professional and personal lives? How can you bring more of these qualities into your own marketing efforts? From a seemingly endless compilation of possible traits held by successful marketers, some naturally work their way to the forefront over time, yet aren’t often explored. To help answer these questions, let’s take a look at five powerful qualities that we can combine to drive not only the best B2B marketing experiences, but that we can also harness and learn from to make us better associates, business partners, and people. For each, we’ll also offer five ways you can add more of them to your own marketing — a total of 25 ways to add more determination, po...
What B2B Marketers Can Learn from Stand-Up Comedy

What B2B Marketers Can Learn from Stand-Up Comedy

Internet Marketing
Stand-up comedians need to make a connection with their audience. It starts with getting attention, then stoking interest, developing a rapport, and ultimately provoking a reaction. To do it right, you need empathy, knowledge of your audience, creativity…oh, and a spark that makes you unique. B2B marketers: Does any of the above sound familiar? I’ve been a professional marketer and an amateur comedian for over a decade, and it’s surprising how much the two inform each other.  Here are just a few lessons that B2B marketers can learn from standup. Keep It Real In the early 19th century, standup comedy depended on wordplay and absurdism. For example: “Take my wife…please!” or “The other night I shot an elephant in my pajamas… how he got into my pajamas, I’ll never know.”  As t...
How B2B Marketers Can Build a Community of Influence with Content

How B2B Marketers Can Build a Community of Influence with Content

Internet Marketing
One of the most compelling scenarios for B2B marketers to build content and community is through a combination user generated content (UGC) and strategic content collaborations. To do this, many B2B brands will initiate ongoing social media content and engagement programs to stimulate dialog with customers, community and influencers to build essential relationships.With B2B marketing shifting to digital first, there is more demand for content than ever, but there are also resource challenges with the need to continuously create new content. At the same time traditional social media and content marketing can have trust issues if the brand isn’t engaging with the community or the right influencers on a regular basis. A content marketing focused solution that solves for both of those challen...
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