Archives for July 2017

6 Best Practices for Nurturing B2B Marketing Qualified Leads

The rise of the internet, digital technologies and social media platforms have transformed the way consumers make purchasing decisions—and not just for B2C consumers, but for B2B as well. In fact, according to CEB, B2B buyers are 57% of the way through a purchasing decision before engaging with a sales rep.

But, as a savvy B2B marketer, you already knew all this. So, you’ve designed an integrated strategy featuring a hearty mix of marketing tactics to help build trust and awareness as prospects do their research. You’re turning out thoughtful, relevant content that informs, engages and inspires action. You’re working with industry influencers to add credibility and authority to your efforts. Heck, you’re even driving what you believe are solid marketing qualified leads (MQLs).

25 Influencer Marketing Platforms & Marketplaces

Marketers around the world are searching for ways to better connect with their audiences and it’s become very clear that consumers place more trust in consumers than brands. That means, the true power lies with the customer, which means many brands have had to adapt their marketing strategies to create better experiences for their audience.

One way to do so is by incorporating influencer driven content into the digital marketing mix.

For B2C brands, incorporating influencers is already a well-established practice. But for B2B brands, the concept is much newer. In a recent report that we developed with Altimeter Group and Traackr, we found that only 11% of B2B companies are running an ongoing influencer marketing program, yet 80% of these marketers rate content marketing most impacted by influencer marketing.

10 Easy Wins to Improve Your B2B Marketing Leads

And now, a brief message from Captain Obvious and his sidekick, Sidekick Boy:

The goal of marketing is to generate leads that convert to sales, thereby generating revenue.

What a thunderously, crashingly obvious statement! Captain Obvious saves the day again.

But seriously, it’s useful for marketers to occasionally contemplate this most fundamental truth about our profession. We’re not here to just raise awareness, get subscribers, or foster engagement. All of these goals should be parts of a strategy to get to the ultimate goal: lead generation.

We have more tools now than ever before to measure how our efforts translate to leads. Unfortunately, that means marketers—especially in B2B—are under more pressure than ever to improve the quantity and quality of the leads we deliver to sales.

CMWorld Interview: Citrix’s Justin Levy Takes a Dive into Top Social Media Opportunities

The lines between long-form content and social media marketing are becoming blurrier each day. Social networks now allow for native video viewing, live video and even some long-form content. They have essentially become their own content platforms competing with blogs and brand websites.

Facebook alone is on pace to hit approximately 2 billion users this year and other social networks are growing at a rapid pace as well.

To better understand the role that social media marketing plays in today’s digital world, I decided to pick the brain of one of today’s top social media leaders, Justin Levy. Justin is the Director of Social Marketing at Citrix and in addition to being an incredibly talented marketer, he’s very open to sharing what he knows to help other marketers learn and grow.

Digital Marketing News: Sustainable Social, Mobile Search Makeover and The Hiring Climate


How to Build a Sustainable Social Marketing Strategy [Infographic]
Maximize your marketing efforts by understanding core best practices including, emphasize visual content, use infographics if you’re a B2B brand and avoid clickbait titles. This infographic also shows stats that will help you understand audience behaviors and interests on social media. (Social Media Today)

Google is Testing a New Design for Mobile Search Results
Google is testing a new design for both paid and organic search results. Some changes include the URL is now at the top of search cards, there are fewer ads and more color has been added to organic search cards. (Search Engine Journal)

Teamwork Makes the Dream Work: 6 Tips for Helping Your Marketing Team Work Better Together

Who doesn’t love a good inspirational quote on the power of teamwork?

Teamwork makes the dream work.

TEAM: Together Everyone Achieves More

Teamwork: Simply stated, is less me and more WE.

Teamwork divides the task and multiplies the success.

There’s no “I” in team.

We’ve all heard them. We’ve all said them. But can we all say that our marketing teams actually live by them?

For you marketing managers out there, there’s little doubt that you strive to support and enable great teamwork within your organization. After all, you’re likely managing an integrated marketing strategy that requires all hands on deck to get something cohesive and effective out the door. However, breaks in communication, bottlenecks, missed tasks, discontent and finger pointing can still be a daily struggle.

The TopRank Marketing Team Explores the Meaning of Great Work

When you hear the names Tesla, Einstein, Da Vinci or Earhart, what comes to mind?

For me, these are people who pushed boundaries, didn’t settle and changed the world. In the end, what they really have in common is that they all produced “great work”.

Today more than ever, marketers are challenged to constantly push themselves to be more innovative and agile to create great work quickly. Competition is becoming increasingly fierce and brands and agencies alike are trying to stand out to attract customers and clients.

But what does great work really mean?

At the core, in order to actually produce great work you must always be learning, growing and practicing your craft.

Declare Independence from B2B Influencer Marketing Blunders: 5 Tips for Success

Today marks the birth of American independence. While it took collaboration, respect and strategic thinking to persuade Continental Congress to formally adopt the Declaration of Independence 241 years ago, the impact and importance will forever be remembered throughout history. This is a lot like influencer marketing (although, Congress will not be involved).

Just like the Declaration of Independence, it has taken a long time and a lot of work (on the part of marketers and journalists) to get influencer marketing where it is today. In a recent report conducted by Traackr, Altimeter Group and TopRank Marketing, data shows that only 15% of B2B brands are running ongoing influencer programs, which opens up huge opportunities for the future of B2B brands and influencer marketing.

What’s Your Open Rate? How to Write Compelling Intros for Mobile Email Marketing

How many of your current marketing tactics are over five years old? Marketing is a fast-paced profession; even if you’re still using the same channels, odds are your strategy has changed. How about ten years old? Twenty? Thirty?

It’s surprising, then, that a marketing channel nearly forty years old is still one of the most relevant for digital marketing. Email marketing has been a steadily effective channel for decades, and advances in technology only make it easier to track, personalize, and optimize your campaigns.