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Lee Odden

How SEO and Inbound Marketing Can Grow Your B2B Marketing Performance

Lee Odden on Jun 26th, 2014     B2B, Online Marketing, SEO

B2B SEO Inbound Marketing

Call it organic marketing, call it inbound marketing or even content marketing – the practice of creating useful information to generate demand and attract an audience of buyers vs. buying ads to push messages out to them is one of the highest impact, low cost approaches to digital marketing a business can take.

The practice of optimizing content for better search visibility goes hand in hand with the broader approach of inbound marketing. SEO best practices can be applied to content across the entire sales cycle to surface brand content during awareness, consideration and purchase behaviors as well as after the transaction to reinforce retention and advocacy goals.

Lee Odden

12 B2B Content Marketing Examples and Case Studies for 2014

Lee Odden on Jun 25th, 2014     B2B, Content Marketing

Killer B2B Content Marketing

Content Marketing has long been a staple for the B2B Marketing world with an increased boost in popularity due to changes in consumer information discovery and consumption. Over 90% of B2B marketers are using content marketing according to CMI and MarketingProfs. Far more research is conducted before sales contacts are made providing B2B companies an opportunity to satisfy buyer information hunger with some killer content.

But what works and what doesn’t? What are B2B brands, big and small, doing to achieve results with content marketing? Those are great questions we’re answering every day through our own work with B2B companies and through industry examples.

For some inspiration for your B2B content marketing programs, check out these mini-case studies from the 2014 C2C Killer Content Awards, which include a mix of brand content marketing program examples and the results they produced. From print to video to coordinated multi-channel content programs, there’s a nice variety here.

Lee Odden

Facts Tell, Stories Sell – How Infotainment Inspires Action in B2B Marketing

Lee Odden on May 20th, 2014     B2B, Content Marketing

10 B2B Marketing Masters

In the B2B marketing world, there’s a perception that “B” means “boring”.  Of course that’s just not the case with modern B2B marketing.

According to a recent CMI & MarketingProfs study, 93% of B2B marketers use content marketing across an average of 15 different tactics. But it’s not just quantity that wins with B2B buyers.

Individual buyers and buying committees have to sort through a lot of information to make decisions and the marketers that can make the experience of information discovery, consumption and next steps a easy and positive one, will win the day.

One of my favorite expressions that illustrates this evolution in B2B content is:

Lee Odden

Content Marketing Trifecta: How to Repurpose, Reuse & Refresh Content – Intel’s @PamDidner at #C2C14

Lee Odden on May 7th, 2014     B2B, Content Marketing, Marketing PR Conferences

repurpose content

We all know the importance of creating original content, but the reality is, it’s hard.

Out of necessity many content marketers have developed their skills at “re-imagining” (h/t Ann Handley) their content to extend the life and value it can deliver.

Beyond the value extension of content through repurposing is the function of personalizing content for different markets and using a modular approach to segmenting useful information for specific audience targeting. Reusing content is efficient and it’s also effective when architected through a smart strategy that sees beyond simply publishing the same thing 3 ways.

At the B2B Content2Conversion conference in New York this week, my friend Pam Didner (Global Integrated Marketing Strategist at Intel) gave an excellent presentation on repurposing content.

Lee Odden

The Hidden Value of Influencers in B2B Content Marketing

Lee Odden on Apr 17th, 2014     B2B, Content Marketing

B2B influencer marketing

In the 2014 B2B Content Marketing Trends report from Content Marketing Institute and MarketingProfs, the top challenges that B2B content marketers face include: lack of time, not being able to produce enough content, not being able to create the kind of content that engages, lack of budget, and lack of content variety.

Sound familiar?

Stats like “Buyers are two-thirds to 90% through the sales funnel before they contact sales” (Forrester) and “72% of B2B buyers use social media to research solutions to purchase.” (DGR 2014 B2B Buyer Behavior Survey) have a lot of B2B marketers focusing on content and social media programs that require far more resources and time to deliver leads than most business managers have patience for.

Lee Odden

25 Social Media Marketing Experts You Need to Know According to LinkedIn

Lee Odden on Jan 27th, 2014     B2B, Online Marketing, Social Media
25 Social Media Marketing Experts

25 Social Media Marketing Experts Recommended by LinkedIn

In the recently published eBook, The Sophisticated Marketer’s Guide to Linkedin, eight digital marketing smarties were tapped for insights and practical advice on how to get the most out of LinkedIn from optimizing your profile to expanding your network.

My team at TopRank did some great work with this eBook, identifying, engaging and interviewing subject matter experts. I think it turned out well. It’s a timely topic for sure.

If you’re anywhere near the B2B marketing world, social selling or recruiting, getting to know LinkedIn is essential. Heck, mastering LinkedIn is essential.

Why? Check out these stats:

  • With over 259 million members in over 200 countries and territories, 1 out of every 3 professionals on the planet Earth is on LinkedIn.
Lee Odden

B2B Social Media Marketing Trends & Tips for 2014

Lee Odden on Nov 18th, 2013     B2B, Social Media

B2B social media marketingAre you a B2B Marketer that’s not fully on board with being social with your marketing? Have you started and you’re looking for a little inspiration?

Here’s a short presentation I’ll be giving this week in Moscow (in addition to a 3 1/2 hour social media marketing workshop).

While there are flavorings towards a Russian audience, (Yandex, Vkontakte, Odnoklassniki) there’s also plenty of good advice for any B2B company that hasn’t fully embraced opportunities on the social web.

In particular, I think newer B2B marketers will appreciate the Social Media Marketing Maturity Model that outlines various stages that companies will experience as they gain more experience and confidence with social media.

Eliza Steely

How IBM Turned B2B Social into a Lead Gen Machine & How You Can Too #SESCHI

Eliza Steely on Nov 7th, 2013     B2B, Marketing PR Conferences, Online Marketing, Search Engine Strategies, Social Media

B2B Lead Generation

IBM is famous—there’s no doubt about that. They’ve been known for everything from innovative products to impressive profits. But at SES Chicago, they’re known for their ability to generate leads from social—something B2B companies don’t necessarily always do well.

90% of brands say they measure social engagement, but only 15% of CMOs say they can quantify social ROI. Clearly, there’s some sort of disconnect that needs to be addressed. Michelle Killebrew and John Lee bridged the gap in their presentation with an IBM case study on how B2B companies can leverage social media for lead gen.

What IBM Did

Killebrew shared a case study that serves as a powerful example of how IBM used social to take their website and social to the next level:

Eliza Steely

2013 SES Chicago – Wind, Shoulders, and Search

Eliza Steely on Nov 4th, 2013     B2B, Content Marketing, Marketing PR Conferences, Online Marketing

#seschi @bslarsonmn @elizalynnsteely @toprankWind. That’s the first thing that comes to mind when I think of Chicago. Well, that and food because let’s face it—Chicago has some pretty incredible food. But to be completely honest, big shoulders never would’ve popped into my head when thinking of the city. Yes you read that right—apparently Chicago is also known as “the City of Big Shoulders”.

The city also happens to be known as “The City that Works”. Suffice it to say, SES Chicago will fit right in. Full of search and social marketers filling their heads (and potentially big shoulders) with information about paid, earned and owned search, the conference has several promising speakers that I can’t wait to learn from.

Lee Odden

8 Questions About B2B Content Marketing You Really Need the Answers To

Lee Odden on Oct 14th, 2013     B2B, Content Marketing

B2B Content MarketingIf you work in the B2B marketing world, content is one of the most important tools you have to create awareness, nurture and convert prospects to customers. For proof, look no further than the recent CMI & MarketingProfs industry survey for 2014 that reports 93% of B2B marketers use content marketing.

Part of gaining confidence in the right direction for your B2B content marketing efforts means asking and answering the right questions. Not just for your potential customers, but internal questions to open doors of consideration for your content marketing strategy.

Here are 5 essential questions many marketers are facing now and my answers to consider. I invite you to think of your own answers and share them in the comments.

Brian Larson

Marketing Automation Essentials for Small Businesses

Brian Larson on Oct 11th, 2013     B2B, Marketing PR Conferences

#mpb2b Marketing Automation Panel

Do you know which companies are visiting your site right now? Are you able to automate your marketing messages to reach different audiences based on their behavior on your site? How about scoring leads to ensure your sales team knows who should make it to the top of their calling list?

If you find yourself answering no to some or all of these questions, you’re not alone. The scenarios above can be a reality for marketers, but this reality often requires an investment in marketing automation. While large corporations were predominantly the earlier adopters of this technology several years ago, small businesses are learning that the technology synchs with their business needs as well. And marketing automation providers are taking notice, offering solutions now geared to SMBs as well.

Brian Larson

8 Things You Need to Know About Influencer Marketing

Brian Larson on Oct 10th, 2013     B2B, Content Marketing, Marketing PR Conferences, Online Marketing

Influencer Marketing Panel at #mpb2b

What is influencer marketing, how do you measure it and where it does fit into a marketing strategy? These questions, along with many more, were put on the table in this afternoon’s session at the MarketingProfs B2B Marketing Forum. Led by Amanda Maksymiw of Lattice Engines, the panel under her control is the savvy tandem of Sam Fiorella & Kevin Cain.

Makysmiw starts the session by instating one of the cruelest rules a moderator can impose on a panel (and most enjoyable for the audience): all questions must be answered as posed. No hybrid answers and no middle of the road positions. Actual answers with a definitive stamp.

Thanks to Maksymiw’s rule, the session proves to be a fun, lively discussion that helped demystify the ever growing practice of influencer marketing.

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