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Lee Odden

New Report: How Content Co-Creation With Influencers Beats Information Overload #MastersofCX

Lee Odden on Oct 16th, 2014     Content Marketing

Influencing Influencers Co-Created Content

Creating remarkable marketing isn’t just about the flash and dazzle of big ad spends. It’s about creating great experiences for your customers whether they’re early stage prospects researching solutions or satisfied clients looking for ways to better engage with the brand.

One of the best marketing investments a company can make is in the experiences they create through content. The challenge is, we live in an age of information overload where there’s more information created every 2 days than since the dawn of time to 2013 (Eric Schmidt).  While content plays an increasingly important role for attracting, engaging and converting prospects to buyers, content competition has created challenges few companies are prepared to overcome.


Lee Odden

When do B2B Tech Companies Need Content Marketing? Inspiration for 2015 Marketing Planning

Lee Odden on Oct 14th, 2014     B2B, Content Marketing

B2B technology content marketing

Speaking at both a B2B Marketing and a Public Relations conference in the space of a week has yielded some insightful discussions. Many of those conversations have focused on the transition from where the B2B companies are today – a mix of tactics directed squarely at the C-level customer – and where a content marketing strategy might take them.

With my involvement in the B2B marketing space, I get to talk to a lot of marketing and PR professionals about marketing and communications programs. The desire to “do more” and innovate marketing isn’t unique – it’s pretty common across the board, especially with 2015 planning under way.


Lee Odden

B2B Marketing on Facebook? Yes! So Say IBM, Volvo, Salesforce & Lattice Engines

Lee Odden on Oct 13th, 2014     B2B, Facebook, Marketing PR Conferences

b2b marketing

It goes without saying that Facebook is most commonly associated with consumer marketing since it’s hardly a place for industrial engineers to talk about the latest manufacturing process or for enterprise software companies to promote side by side feature comparisons.

But behind those companies are people – both on the brand and the buyer side of the B’s in B2B. B’s are people too and those people use Facebook to connect with peers socially. They may not look for product spec sheets for manufacturing hardware on Facebook, but they can get an idea of the people behind the companies they buy from as well as a more personal look at companies outside of nuts and bolts, hardware and software.


Ben Brausen

Online Marketing News: Facebook Fiends, Snapchat Ads, Goodbye Fake Likes

Ben Brausen on Oct 10th, 2014     Online Marketing, Online Marketing News

Marketers Twisted Cross Channel Attribution

Marketers’ Twisted Cross-Channel Attribution [Infographic] - Linking customer data points can sometimes feel like playing a game of Twister. With so many on- and offline customer touchpoints, the pressure to connect the dots can leave marketers feeling red in the face or blue with defeat. Check out the infographic above to see how marketers are connecting the dots. Direct Marketing News

Report: We’re Spending 49% More Time in Social Media Apps vs. Last Year - Do you feel more social than you did a year ago? Or at least more mobile? Localytics, a mobile marketing and analytics platform, took a a closer look to see how mobile app engagement has intensified over the last 12 months. Our time spent on mobile apps now exceeds our time spent on desktop browsing. SocialTimes


Lee Odden

What is the Future of Content for B2B Marketing? Find out at #MPB2B

Lee Odden on Oct 8th, 2014     B2B, Content Marketing

B2B Content Marketing

Content makes the B2B marketing world go round in so many ways. But will content of the future be as important as it is today?

According to the “hot of the press” report from Content Marketing Institute and MarketingProfs, 2015 B2B Content Marketing Benchmarks, Budgets, and Trends—North America, 86% of B2B companies are using content marketing. That’s actually down from 93% last year. The definition of content marketing has evolved as well and I suspect, so will the nature of content in the coming years.

But what do those changes mean for you, business marketers trying to create a variety of engaging content on a regular basis without blowing your budget into space? Luckily we have thoughtful insights from 3 people who know from companies that are growing and selling to business customers. These B2B content marketing insights come from none other than Moz, SnapApp and our very own agency, TopRank Online Marketing.


Lee Odden

The Role of Big Data in the Future of B2B Marketing

Lee Odden on Oct 7th, 2014     B2B

Big Data B2B Marketing

There’s now more data collected about our every interaction in the digital world than ever before. According to a Washington Post story, “brokers use ‘billions’ of data points to profile Americans”. Marketers with access and an understanding of how to use that data can create a distinct, competitive advantage in their ability to provide relevant offers to the right buyers at the right time.

Dealing with data beyond spreadsheets and reporting to actionable insight about customers that enables everything from predictive analytics to truly automated marketing automation are some of the promises of what’s next in content marketing for B2B companies. What used to seem like science fiction is now becoming a reality (as shown by the Future of B2B Marketing eBook we created for MarketingProfs).


Lee Odden

The Number One Secret to B2B Content Marketing Success Plus 150 B2B Marketing Statistics

Lee Odden on Oct 6th, 2014     B2B

B2B Content Marketing Secret

Who doesn’t like a secret? Especially the single, most important content marketing secret to success for B2B companies.

This year’s Benchmarks, Budgets, and Trends—North America report from Content Marketing Institute (CMI) and MarketingProfs offers us that one, most important piece of advice and more. So what’s the secret? Simple:

Document your content marketing strategy and follow it closely. 

If you’re feeling a bit underwhelmed, here’s the thing:

  • 35% of B2B marketers in this year’s survey said they have a documented content marketing strategy
  • 48% said they have a content marketing strategy, but it is not documented.

OK fine, most companies have some idea of how their content marketing efforts fit into the marketing plan.  What’s the big deal?


Ben Brausen

Online Marketing News: Goodbye Yahoo! Directory, Panda Gets Another Update, Pinterest Gets Targeted

Ben Brausen on Oct 3rd, 2014     Online Marketing, Online Marketing News

Rise Of Mobile Video

In Two Years, Mobile Video Viewers Have Increased 400% - There’s a very good chance that your customers are watching a video on their smartphone or tablet as we speak. Ooyala says that mobile video views have increased 400% in the last two years, doubling in the last year alone. Right now, 25% of all video views are happening on a mobile device and that number is expected to double again by 2016. Marketing Pilgrim

Facebook Announces The New Atlas: A Cross-Platform Ad Network - As rumored, Facebook will announce today the relaunch of Atlas at Advertising Week in New York City. Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post. AllFacebook


Lee Odden

The B’s in B2B Are People Too – A More Human Approach to Business Marketing

Lee Odden on Oct 1st, 2014     B2B

People focused B2B marketing

Answering any question about what’s next in B2B marketing must involve the increasing attention on buyers as people vs. simply “business to business”. The human element of business marketing has attracted a lot of play in the B2B marketing conversation and rightly so.

While there are many changes and trends to consider to stay ahead in the B2B marketing game (paid, earned, owned and shared media for example) the thing that unites departments, tactics and technologies is common ground and common goals. By viewing B2B marketing from the buyer’s perspective, whether it’s an individual or committee, business marketers can start to break free of the mechanical and start creating more meaningful marketing experiences for buyers.


Brooke Furry

Burn Out or Burn Bright? 3 Essential Tips for Digital Marketers

Brooke Furry on Sep 30th, 2014     Digital Marketing

Digital Marketing Burnout

Come Autumn, there’s nothing better than a good ‘ol campfire. It’s the season for crackly leaves, chilly Fall air, and marshmallows on a stick.

A hot, well-tended fire during the chill is a joy indeed – and if you’ve ever sat around a bonfire, you probably know that it takes some skill to keep a good fire going. Fires don’t tend themselves. They need oxygen and fuel to survive. Someone has to actively feed the flames with new wood and stoke the embers when the flames start to die out.

In other words, fire isn’t self-sustaining.

As digital marketers, our “fire” is the passion and energy that keeps us going. Just like physical fires, our inner flame takes some tending to keep it bright and strong.


Lee Odden

B2B Marketing Convergence: Disappearing Silos, B2C to B2B Mind-Meld, Inbound Outbound Mastery

Lee Odden on Sep 29th, 2014     B2B

convergence b2b marketing boston

My first experience with B2B Marketing in the digital marketing industry started as the worlds of Public Relations and SEO started to collide early in 2001.

Our tiny agency won a media relations account for a $1 billion company in the high tech industry. What set us apart from all the other big PR shops was how we used SEO with PR content to attract incoming media opportunities on top of outbound media pitching and brand content creation. As time went on and content as the key player, other disciplines converged in our B2B marketing practice.

Since then, the coming together of marketing/communications disciplines in the B2B world has accelerated. Why? Changes in technology and buyer behaviors for sure (like prospects pulling themselves through 60-90% of the sales cycle before contacting sales). Other driving forces range from the need to achieve greater impact to delivering a more congruent experience for buyers through the sales cycle.


Ben Brausen

Online Marketing News: Pinterest and Instagram Are Addictions, YouTube Most Converting, Facebook Gets Timely

Ben Brausen on Sep 26th, 2014     Online Marketing, Online Marketing News

SMB Media Spend

SMBs Allocate More Budget to Social Than Other Channels - BIA/Kelsey’s new study shows that small and medium businesses now use social more than any other media platform for business purposes. ClickZ

A Quarter of U.S. Teens use Twitter’s Vine [STUDY] - One in four (25 percent) of teenagers in the United States use Vine, Twitter’s short video sharing social network, reveals new data from GlobalWebIndex. AllTwitter

Pinterest and Instagram are Strongly Associated with Smartphone Addiction - A study from Baylor University on smartphone addiction found that certain activities — notably Pinterest and Instagram — “are associated significantly with cellphone addiction.” Interestingly, Internet use and gaming were not associated with addiction. SocialTimes


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