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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In Search of Trust: How Authentic Content Drives Customer Experience

The experience customers have through marketing content can be one of the most important differentiators for brands today. And yet 58% of B2B buyers don’t not believe claims made by the vendors they most recently bought from (TrustRadius). It’s hard to create a great experience if customers don’t trust brand communications. Trust is the gateway to influence perceptions, behaviors and actions and brands that want to succeed in the uncertain environment of today’s digital world need to double down on building trust with their customers. But how? Today’s increasingly digital buyers have high expectations of the companies they do business[…]

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For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport

As the need for B2B brands to reach and connect authentically with customers rises, B2B influencer marketers are evolving from transactional and intermittent campaigns to more relationship driven, Always-On Influencer engagement programs as our research from the 2020 State of B2B Influencer Marketing report found: 19% are piloting 25% run periodic campaigns 34% use an Always-On approach Transactional campaign approaches are hard pressed to develop brand loyalty and advocacy. That’s why, with 84% of B2B marketers focused on building brand awareness with their influencer marketing efforts, that ongoing influencer engagement has become essential for creating vested relationships that inspire more[…]

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6 New Rules for B2B Marketing in the COVID-19 Era

I was supposed to go to an Alanis Morissette concert this July. When the pandemic hit hard in March, I wasn’t ready to cancel my ticket yet. Surely, surely we would have it sorted in time for an outdoor concert four months from now. I held out hope. Then, in June, she rescheduled for July, 2021. And now I’m wondering if that will be enough time. Isn’t it ironic?  Don’t you think? All of which to say: This pandemic has been around for longer than we thought it would, and is looking to linger far longer than we would like.[…]

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20 B2B Influencer Marketing Pros to Follow from Top Brands

Recently we published the 2020 State of B2B Influencer Marketing report after surveying hundreds of B2B marketers about their experiences, best practices, tools, budgets and plans for the future. In an environment where B2B marketing is decidedly digital and marketers are hard pressed to squeeze more productivity out of fewer resources, credible information about marketing best practices, operations and trends for the future are in high demand. Judging by the response we’ve had to The State of B2B Influencer Marketing Report so far, we’re definitely meeting a need. There is both optimism and an unrealized opportunity with influencer marketing for[…]

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