B2B Marketing News: How B2B Events Are Changing, Consumers Switch Brands During Pandemic, & New B2B Micro-Segmentation Data

Study: Most Americans Permanently Changing Brands During Pandemic 45 percent of U.S. consumers have switched at least one brand preference during the global heath crisis, and some 62 percent believe that their brand change will become permanent — two of several items of interest to digital marketers in recently-released survey data. MediaPost How microsegmenting boosts B2B conversion rates Micro-segmentation helps both B2B sellers and customers, with better conversion rates and more relevant customer experiences, with some 68 percent of B2B buyers noting that it’s important for vendors to present relevant content throughout the buying cycle without having to rely on[…]

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Boosting and Deepening Engagement through Empathy in B2B Marketing

Empathy is more than a buzzword. It’s not a box to be checked, or an added finishing touch for content. If B2B marketers want to successfully engage human audiences and break free from the deluge of irrelevant messages swirling around today’s customers, empathy needs to be at the center of all strategic initiatives from start to finish. What Does Empathy Mean in B2B Marketing? Empathy is defined simply as the ability to understand and share the feelings of another. But I’m not sure that characterization fully does it justice in the context of modern marketing. I rather like the way[…]

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5 Unheralded SEO Tools for Content Marketers

Are you using the latest search engine optimization (SEO) tools to help with your content marketing efforts? Don’t worry, as we’ve got you covered with a look at some of the most helpful SEO tools to help you refine and augment your content marketing plans. Sorting through lists of the seemingly endless number of available SEO tools can be frustrating as well as a hit and miss proposition, however we’ve put this collection together so that you can skip the search and get right into SEO tools you can use today to help you create amazing content marketing stories. Let’s[…]

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How B2B Marketers Can Get the Most Out of Webinars in 2020

There has to be a word for the creeping dread B2B marketers have been feeling this year, preferably something German with a ton of umlauts. As we watched events in the spring cancel, postpone, or go virtual, we held out hope that summer would be different. Then July’s events moved out. Now it’s looking like the type of large-scale events B2B marketers depend on will have to wait until 2021… at the earliest. But we don’t have to despair! We can close the gap with virtual events. The speaking gig at an industry conference can become a webinar, as can[…]

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2020 State of B2B Influencer Marketing Report from TopRank Marketing

My team and I at TopRank Marketing are happy to announce the 2020 State of B2B Influencer Marketing Report! Influencer Marketing has fast accelerated as a topic over the past few years with B2C influencers and brands getting the majority of attention. While consumer focused influencers have been impacted during the COVID-19 pandemic, B2B is a different story. Whether in times of crisis or in competitive markets, B2B marketers are challenged to reach distracted buyers and create meaningful experiences that inspire trust, confidence and action. As B2B marketers search for solid insight and leadership around marketing strategies to survive and[…]

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B2B Marketing News: Podcast Downloads Climb, Social & Display Ad Spend Rising, Snapchat’s Brand Profiles, & Google’s Latest Ad Tools

‘The downloads are back’: Podcasting finishes the first half of 2020 strong Podcast downloads have come back to pre-pandemic numbers, increasing from 625 million in March to 825 million over the past two months, while podcast advertising is still expected to increase by 15 percent for the year, according to recently-released report data. DigiDay LinkedIn Revenue Up 10%, Sessions Up 27%, in Latest Performance Update Double-digit quarterly revenue growth of 10 percent over the previous quarter has been reported from LinkedIn (client), accompanied by user platform session growth of 27 percent, the Microsoft-owned firm recently announced. Social Media Today Programmatic[…]

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B2B Influencer Marketing Advice from 9 Top B2B Influencers

Top marketers understand the value of integrating influencer marketing into their marketing strategy. In fact, 55% of marketers believe they get better customers from influencer marketing according to an Influencer Marketing Hub survey. For B2B brands, influencer marketing is a way to partner with industry experts who can add value to the brand’s content. As a brand, how can you provide mutual value and a great experience for the thought leaders you engage? I went straight to some of my top sources to ask their thoughts on the best way for B2B brands to collaborate with them. What stood out[…]

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17+ Top Virtual Marketing Conferences for Summer 2020 & Beyond

Virtual marketing conferences offer a wealth of benefits to marketers looking to learn and increase brand awareness, and in the current crisis they represent the only event opportunities for marketers. How do you go about finding events that match your business and B2B marketing needs, however? With in-person marketing events not likely until well into 2021, more virtual events than ever taking place, making it harder than ever to find the ones that can best help build your business, expand your communication opportunities, and offer the most relevant new industry education from top marketing industry experts. Marketers are getting more[…]

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10 Inspiring B2B Marketers Who Spark Greatness

In the Oxford English Dictionary, the word inspiration is defined as “the process of being mentally stimulated to do or feel something, especially to do something creative.” As B2B marketers working in unprecedented times, wouldn’t it be nice to be surrounded by inspiration to help us spur action, produce results, and make an impact? With organic traffic and conversions down for most industries due to COVID-19 and related business challenges, marketers are hard-pressed to adapt and overcome. Inspiration is certainly something we could all use to help us reach our goals. So, if you’re looking for some B2B marketing inspiration,[…]

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Always-On Influencer Marketing: Building Thought Leadership for B2B Brands

Thought Leadership is often a concept associated with individuals but brands, especially in B2B, can develop their thought leadership amongst the customer community as well. Thought Leadership is important for brands and individuals alike because trust is an issue for companies as people navigate misinformation, changing sources and become more skeptical of what brands and their people say. What is thought leadership in 2020? Beyond publishing articles, speaking and writing books, Thought Leadership is about creating a reputation for expertise and authority within an industry. The notion is that becoming known for an area of expertise creates trust which can[…]

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B2B Marketing News: B2B Marketers Challenged By Messy Data, Instagram’s Pinned Comments, Sprout Social’s Index & Top Pandemic Emotion Study

More than 1 in 3 B2B Marketers Held Back from Measuring Campaigns by Messy Data 36 percent of B2B marketers say that having messy data is a top marketing performance measurement challenge, according to recently-release report data. Topping the list at 47 percent was the inability to perform cross-platform data analysis, however, followed by a lack of resources at 42 percent. MarketingCharts ‘Surprised’ emotions in video ads drive conversions during pandemic, study says Video ad performance jumped 360 percent when showing surprised people, while there was a 64 percent drop in conversions for video ads showing happy emotions during the[…]

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Break Free B2B Marketing: Dell Outlet’s Andre Ortolon on Microinfluencers for Hyper-Relevant Content

In our part of the country, there’s a phenomenon called the “Minnesota goodbye.” It’s when you’re leaving a social gathering (remember those?) and you say goodbye, walk to the door… and keep talking to your host. Then you step outside the door, and continue the conversation. Then you walk to the car while keeping up the chatter. All told, a proper Minnesota goodbye can last up to an hour.  All of which to say: We may have already wrapped up season two of the Break Free B2B series, but it’s time for the Minnesota goodbye.  Back in February, I talked[…]

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10 Fresh Social Media Marketing Tools To Boost Brand Storytelling

Are you using the latest social media marketing tools that help you create a new variety of remarkable campaign experiences? We’ve got you covered with a look at our 10 latest featured social media marketing tools to help you refine and expand your marketing efforts and boost brand storytelling. Sifting through tens of thousands of available tools can be a hit and miss proposition, but these 10 fresh marketing tools let you skip a lot of the research queue and get right into useful tools for helping you tell marketing stories in new ways. Let’s dive right in with our[…]

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Should B2B Brands Join the Facebook Advertising Boycott?

Facebook has always presented an interesting conundrum for B2B marketers. It’s not a business-centric platform, necessarily. But with so many active users (nearly 2.5 billion at last check), keeping Facebook out of a brand’s social mix has been tough to justify. Recent developments are making this decision more complicated than ever. Facebook and Trust: A Rocky Relationship from the Start When the world’s largest social network first came into existence in a Harvard dorm room, nearly two decades ago, it was known as “The Facebook.” An instant-message conversation between founder Mark Zuckerberg and an unnamed associate around that time later[…]

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