Caitlin Burgess

6 Truth Bombs Every B2B Marketer Needs to Hear About Creativity

Caitlin Burgess on Oct 24th, 2016     B2B Marketing, Content Marketing, Marketing PR Conferences

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“Do you want to be creative?”

Jay Acunzo, founder, host and writer of Unthinkable.fm, asked marketers this question as he kicked off his session Unthinkable: Content Creativity For The Hopelessly Uncreative at MarketingProf’s B2B Marketing Forum last week in Boston.

Acunzo acknowledged the question was a bit silly. It’s like asking if you want more time in your day or more resources for your team. The answer is always an unequivocal “yes.”

But while this may seem like a weird question to ask marketers, it actually gets to the heart of the creative struggle we all feel: Of course we want to be creative; creativity is necessary and intertwined with everything we do. But we often find ourselves aspiring to be more creative than actually harnessing what’s already inside us as creators.

Ashley Zeckman

Learn How to Turn Your B2B Content Marketing Into A Profit Center

Ashley Zeckman on Oct 24th, 2016     B2B Marketing, Marketing PR Conferences

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Unfortunately, marketing is often seen as a cost center within many B2B organizations. Whenever it comes time to cut budgets, you know that marketing is the first to take a hit. But what if there was a way to not only take a lead generation approach to content marketing, but also generate actual revenue in the process?

Last week at the MarketingProfs B2B Marketing Forum, Content Marketing Institute Founder Joe Pulizzi shared some insider tips and secrets for companies that want to leverage their content to generate revenue.

When the godfather of content marketing has a session that describes how to profit from content creation, it’s a must-see. Why? Who better to speak on the subject than someone who has built a content media company from the ground up, with enormous success?

Caitlin Burgess

9 Sizzling Influencer Activation Tips from Lee Odden #MPB2B

Caitlin Burgess on Oct 21st, 2016     B2B Marketing, Content Marketing, Influencer Marketing

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Influencer marketing is an incredibly hot topic in the marketing world—and it’s not hard to see why. Influencers add insight, credibility and authority to the content they help create, and they also have the potential to bring that content to a new audience.

But what makes someone influential? Is it popularity? Is it celebrity? Is it the fact that they have niche expertise? And how do you identify, activate and continue to build on your relationships with influencers?

During his Sexy Hot B2B Influencer Activation session at MarketingProfs B2B Marketing Forum, TopRank Marketing CEO Lee Odden delivered a presentation packed with actionable tips, tools and examples that answered all these questions and more.

Caitlin Burgess

The Importance of Storytelling in Content Marketing #MPB2B

Caitlin Burgess on Oct 20th, 2016     B2B Marketing, Content Marketing

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Once upon a time …

A long time ago in a galaxy far, far away …

There once was …

These aren’t just classic fairy tale or movie beginnings. They represent memories. They evoke feelings. They get our minds churning. They signal that an exciting story is about to unfold—and those stories are powerful.

As content marketers, we need to be in the business of storytelling if we want our content to resonate and inspire. As Shane Snow, Chief Creative Officer and Co-Founder of Contently, said during his session Create, Connect, And Optimize Through Storytelling: The New Formula For Content Success at the MarketingProfs B2B Marketing Forum.

“When you engage in a story, your brain lights up.”

Caitlin Burgess

Marketer or Mind-Reader? 3 Ways to Find Out What the B2B Buyer is Thinking #MPB2B

Caitlin Burgess on Oct 20th, 2016     B2B Marketing, Content Marketing, Marketing PR Conferences

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When it comes to creating quality content that informs, entertains, engages and inspires action from our target audience, we marketers wish we knew one thing: exactly what our audience is thinking.

Unfortunately, that’s not exactly possible. While we’d all like to believe we have amazing mind-reading capabilities, most of us really only have the informed assumptions we’ve built with research and data.

But what if I told you there were a few things you could do to get closer to savant status? Well, it just so happens that I received some nuggets of insights today on that very topic.

During their session Are You A Marketer Or A Mind-Reader? How To Know What Your B2B Buyer Is Really Thinking at MarketingProfs B2B Marketing Forum in Boston, Aberdeen Group’s Director of Content Strategy Matthew T. Grant and Research Analyst Andrew Moravick shared three options for getting deeper into the minds of B2B buyers.

Leila De La Fuente

Learn How to Launch an Integrated Strategy for Account Based Marketing #MPB2B

Leila De La Fuente on Oct 19th, 2016     B2B Marketing

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“How do we start to synchronize all of the efforts between marketing and sales into a coordinated play through account based marketing?”

That is the question Jon Miller posed to an audience of 150 marketers in today’s first breakout session at MarketingProfs B2B Marketing Forum. As the CEO and Co-founder of Engagio and Co-founder of Marketo, Jon shared his passion of analytics and his experience in what he refers to as “account based everything.”

As he began, he explained the difference between traditional inbound marketing and account based marketing through a unique analogy:

“The demand generation method we historically used was similar to fishing with nets. We didn’t care which type of fish we caught, we were focused on getting a lot of fish.” He explained.  “It doesn’t make sense to just wait and see if a big fish swims into your net. Account based marketing is fishing with spears.”

Lee Odden

50 Top B2B Marketing Influencers

Lee Odden on Oct 18th, 2016     B2B Marketing, Influencer Marketing

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First of all, Happy 10th Birthday to our favorite B2B Marketing Influencer, Ann Handley and the MarketingProfs B2B Forum team!

Time flies when you’re working hard, smart and with style – just like Sharon Hudson, Julie Pildner and their team have been for so many years to create a great experience for B2B Forum attendees.

There are a very small number of industry conferences that I look forward to attending year after year and the B2B Forum is at the top of that list. Many other B2B marketing practitioners and leaders that feel the same way and that’s why the content is so good year after year. MarketingProfs has built something solid both in terms of the event and the community.

Caitlin Burgess

Social Media Marketing: 7 Opportunities for B2B Brands to Rock Pinterest

Caitlin Burgess on Oct 11th, 2016     B2B Marketing, Social Media, Social Media Marketing World

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While other visual social media platforms such as Instagram and Snapchat are getting most of the press these days, Pinterest is still a growing platform that offers B2B brands and marketers an opportunity to grow and connect with their audience, drive brand awareness and website traffic, and enhance their overall social media marketing strategy.

But despite its potential, Pinterest hasn’t exactly been embraced by B2B. In fact, just 14% of B2B marketers say they use Pinterest to distribute their content, according to Content Marketing Institute and MarketingProfs’ B2B Content Marketing 2017: Benchmarks, Budgets, and Trends—North America report.

One big reason for this may be that B2B companies struggle to find a way to fit in on a visual platform like Pinterest. Oftentimes, a B2B company’s products and services don’t always have a recognizable physical presence or give off an exciting vibe—which B2C brands typically have going for them.

Joshua Nite

5 Actionable Insights from the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends Report

Joshua Nite on Oct 5th, 2016     B2B Marketing, Content Marketing

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If you’re a B2B content marketer, you likely remember where you were when the Content Marketing Institute and MarketingProfs released last year’s B2B Content Marketing report. The same way different generations will always remember hearing about Elvis, Kurt Cobain, or Prince, that dark day is seared into our industry’s memory.

Last year’s report showed a decrease in documented content marketing strategy—even though a documented strategy was proven to be a vital part of success. It showed that fewer content marketers rated their efforts as effective than the previous year.

At Content Marketing World, Joe Pulizzi somberly declared content marketing had reached the “trough of disillusionment,” out of which we would have to climb.

Secluded in her tiny writing house, Ann Handley paused for a moment to wipe tears from her trademark glasses.

Ashley Zeckman

Winfluencer Marketing: How B2B Companies are Winning Hearts & Minds with Influencer Content

Ashley Zeckman on Aug 26th, 2016     B2B Marketing, Influencer Marketing

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“Influencer Marketing is the practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.” – TopRank Marketing

Influencer marketing has gained an enormous amount of popularity over the past few years but marketers still have lots of questions. How does influencer marketing work? Is influencer marketing right for my brand? How do I find influencers?

In addition to coming up with a new meaning for B2B (Beards & Bacon) and providing one lucky tweeter a box of bacon covered donuts, TopRank Marketing CEO Lee Odden answered these questions (and more) as he took the stage at the Uberflip Experience in Toronto.

Ashley Zeckman

Supply & Demand: Making the Case for Less Content #UFX2016

Ashley Zeckman on Aug 25th, 2016     B2B Marketing, Content Marketing

Hana-Abaza-Uberflip-Experience

The problem with most marketing teams isn’t a lack of ideas. It’s a lack of clarity and focus.” – Hana Abaza

The meaning of the expression “less is more” is one that many content marketers are still struggling with. In an effort to capture the attention of busy and distracted consumers, they’re creating more content than ever.

But more isn’t always better.

Uberflip’s amazingly talented and entertaining VP of Marketing, Hana Abaza opened up day two of the Uberflip Experience conference to have a frank conversation about content marketing supply and demand.

Marketers Are Focusing on the Wrong Things

Content Impact

Here’s the harsh (and somewhat funny) reality for marketers:

  • 90% of marketers think they’re productive, but they also work on weekends. (Workfront & Harris Poll)
Ashley Zeckman

When ABM & Content Collide: How to Build an Account-Based Content Strategy #UFX2016

Ashley Zeckman on Aug 25th, 2016     B2B Marketing, Content Marketing

Dayna-Rothman-Everstring

Over the past few years, B2B marketers have been abuzz with the concept of Account-Based Marketing (ABM). It’s like some sort of futuristic concept was finally here and would be the solution that we all needed.

But just like any other marketing tactic, it takes time to figure out how to approach it successfully. In order to win with ABM, marketers need to understand how to effectively incorporate content into the mix.

To help us understand how to do that, Everstring’s Dayna Rothman gave a great, info packed presentation at Uberflip Experience that covered the basics as well as more in-depth strategies for tackling an account-based content strategy effectively.

What is ABM & Why Should You Care?

ABM is the strategic approach marketers use to support a defined universe of strategic and named accounts. – SiriusDecisions