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Sara

5 Types of B2B Content Marketing Blunders That Offer Teachable Moments

Sara on Oct 10th, 2012     B2B, Content Marketing, Online Marketing

Nobody likes to make a mistake or fail at something. Even so, the beauty of an error is the fact that you can learn from the experience. It’s even better if you can learn from someone else’s gaffe – before you make a similar blunder.

The B2B content marketing stories you’re about to read are true.  The mistakes listed here are commonly experienced in digital marketing and weren’t major catastrophes. But each one provides a great teachable moment that could help you think about what to look for in your own marketing programs and how they may be improved for enhanced results.

Lee Odden

Content Marketing: Why to How with Business Innovation from SAP

Lee Odden on Oct 8th, 2012     B2B, Content Marketing, Marketing PR Conferences, Online Marketing

Michael Brenner SAP

Building the case for content marketing is an ongoing battle and while a huge number of companies are not on board with “brand as publisher” yet, many are. They “get it” but are in search of more practical advice on the how.

That’s what Michael Brenner, Senior Director, Global Integrated Marketing and Content Strategy at SAP and co-founder of Business to Community provided at the MarketingProfs B2B Forum last week in his session: Content Marketing: Moving From the “Why” to the “How”.

The world is changing faster than we can keep up with. Just a few years ago, no one used terms like “social media”. Today, it’s unusual not to. We went from not sharing much of anything to sharing a lot. Our kids are going to grow up with virtually everything digitally documented.

Lee Odden

B2B Marketing Innovation: The Truth About Influence in B2B Marketing from Master Strategist Paul Gillin

Lee Odden on Oct 1st, 2012     B2B, Interviews, Marketing PR Conferences, Online Marketing

Paul GillinThe final interview in our series on B2B Marketing Innovation comes from Paul Gillin, a veteran journalist, author and strategist. He’s the author of several books on new media including, Social Marketing to the Business Customer, with Eric Schwartzman.  Paul is giving a sold out workshop and an interactive presentation on influence.

In this interview, Paul shares the truth about the role influence plays in B2B Marketing, the importance of community building, common mistakes with marketing planning, deciding on the right tactical mix and his favorite B2B Marketing tools.

Please tell us a little about you and the kind of b2b marketing work you’re most excited about. Solve any tough ones lately?

Lee Odden

B2B Marketing Innovation eBook – Break Free of Boring B2B With These 33 Tips

Lee Odden on Sep 28th, 2012     B2B, Marketing PR Conferences

b2b marketing innovation

Is your B2B marketing feeling “old fashioned” and out of date? Have your white papers, direct mail and webinars been called out as “boring”? Maybe you’re losing interest with prospects because corporate chest beating about products and services just isn’t enough anymore?

There’s a growing movement amongst progressive business to business marketers to break free of stale and antiquated digital marketing tactics. While consumer product marketing has long been associated with more interesting and compelling marketing efforts, modern B2B marketers include numerous companies that are creating amazing programs to attract, engage and convert business buyers with infotaining content, compelling social engagement and memorable calls to action.

Lee Odden

B2B Marketing Innovation: Tips On Creating Social Influence in B2B Marketing from Alan Belniak of PTC

Lee Odden on Sep 24th, 2012     B2B, Interviews, Marketing PR Conferences

Finding a way to influence your prospects, customers, and company advocates is an essential part of doing business in today’s digital world.  Finding different methods of creating influence is essential with complex purchasing processes often present with B2B marketing.

Fortunately, we have the insight of savvy B2B marketers who are out in the field, developing, testing and implementing best practices that are willing to share with our readers here at Online Marketing Blog.

To that end, next up in our series of B2B Marketing expert interviews is PTC’s Alan Belniak.  As Director of Social Media Marketing, Alan focuses on product lifecycle management developing strategy and innovating the right mix of social media tactics to create influence and and value with their business customers.

Lee Odden

B2B Marketing Innovation Tips from Tim Washer of Cisco

Lee Odden on Sep 20th, 2012     B2B, Interviews, Marketing PR Conferences

Tim WasherWhen most marketers think of innovation it usually refers to improving upon or coming up with a new way of accomplishing a particular goal.  Perhaps it’s updating a marketing process, or introducing new services or solutions to better meet customer needs.  Innovating within B2B marketing can be tough. Many may argue that “it’s all been done before”.  The reality is, there is always an opportunity to innovate.

In preparation for the upcoming MarketingProfs B2B Marketing Forum TopRank Online Marketing has partnered with MarketingProfs to put together a series of interviews from some of B2B marketing’s biggest stars.

Kicking off our interview series is Cisco’s Tim Washer.  Tim is a corporate storyteller that produces comedies, documentaries and someday, an informercial.  Tim’s work has appeared in Advertising Age and The New York Times, and his comedy credits include the Late Show with David Letterman and SNL.

Lee Odden

B2B Marketing & Innovation: What’s Missing? Share Your Best Tip

Lee Odden on Sep 20th, 2012     B2B, Marketing PR Conferences, Online Marketing

B2B Marketing Innovation“There’s a common belief that it’s tougher to come up with new marketing ideas for B2B than for consumer products. But most experienced marketers know that innovation exists within B2B as much or more as it does with B2C marketing – just in different ways.  Please share a tip on how companies can come up with new and innovative ideas for their B2B marketing efforts.”

That’s the question I posed to some of the top B2B marketing professionals for the MarketingProfs B2B Marketing Innovation eBook project that TopRank Online Marketing is working on. The B2B Forum is coming up fast in Boston Oct 3-5 and there’s more interest now than ever, in how to innovate.

Lee Odden

Storytelling, Positioning & Personas for More Effective B2B Content Marketing

Lee Odden on Sep 17th, 2012     B2B, Content Marketing, Marketing PR Conferences, Online Marketing
buyer persona

Free B2B buyer persona development tool

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story. It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.

This is the sage advice from Ardath Albee, a B2B Marketing industry thought leader and practitioner that consistently delivers useful information. In fact, Ardath was one of the participants in our Content Marketing Secrets project and has been in the B2B content marketing game a very long time. The following post is a summary of her presentation at the recent Content Marketing World.

Lee Odden

Secrets of Content Marketing World: Agent Michael Brenner, SAP

Lee Odden on Aug 28th, 2012     B2B, Content Marketing, Interviews, Marketing PR Conferences, Online Marketing

Michael BrennerThey say three’s a charm and that’s certainly true with the third installment of our series investigating the top content marketing “secret agents” that will be presenting at Content Marketing World next week. “Mums the word” might be tricky with this one, since the data is coming from secret agent Michael Brenner, Senior Director of Integrated Marketing and Content Strategy at SAP. Michael is also the author of B2B Marketing Insider, the co-founder of Business 2 Community and the founding editor for the SAP Business Innovation blog.

This highly decorated content marketing secret agent will now share his take on all the content marketing hype, his session on one of the most pressing issues facing many marketing organizations “Content Marketing: How to Transform Your Organization/Culture for Content Success”, top content marketing tools and his tips on managing long term creation of quality content.

Jolina Pettice

Explore Minneapolis: Optimizing for B2B Customers #GoToExplore

Jolina Pettice on Aug 8th, 2012     Marketing PR Conferences, Online Marketing, Social Media

Summer in Minnesota is my favorite. Warm weather, green grass and puffy, white clouds flittering across the sky; it’s fabulous.

In particular I’m excited for the month of August because there are 2 great events happening in Minnesota.

Event #1 – Explore Minneapolis August 16-17, where digital and social media marketers are gathering to explore the latest in online marketing and I’m presenting on Optimizing for B2B Audiences.

Event #2 – The “Great Minnesota Get Together”, where mini-doughnuts, Sweet Martha’s Cookies, and Corn on the Cob are must-have’s on the list.

What do these 2 events have in common? It might seem like nothing, but let me explain: One of the key challenges most B2B Marketers face is selling a product or service where multiple end-users and decision makers are involved.

Lee Odden

How to Boost the ROI of B2B Social Media? Optimize Across the Entire Sales Cycle

Lee Odden on Aug 1st, 2012     B2B, Online Marketing, Social Media

optimize brand consumer alignmentMost forms of online B2B marketing and advertising focus on attracting and engaging business customers through a sales cycle to create awareness and interest, through consideration and ultimately to purchase. That’s reasonable since there’s a clear investment and return.

While a lot of social media-savvy business to business companies are leveraging social channels to engage with communities and for customer service, most implementations of corporate social media marketing are no different than any other sales-focused marketing effort. Expectations are high to influence a social return on investment (ROI).

In fact, a recent survey by PulsePoint Group and The Economist Intelligence unit reports that, “Executives who said their companies had established an extensive social media presence reported a return on investment that was more than four times that of companies with little or no social network engagement activity.”

Lee Odden

For Better B2B Video Marketing, Check out the Top B2B Companies on YouTube

Lee Odden on Jul 12th, 2012     B2B, Online Marketing, Social Media

B2B Video MarketingIf a picture’s worth a thousand words, then a video must be worth millions. The thing about content marketing is that it’s not just about informing and educating, but creating an experience that your audience can feel. Whether you’re a consumer or business customer, decisions are not made solely on logic, but emotion. As content marketers, we have an opportunity to tie into the experiential state of information influence by leveraging media like video.

eMarketer reports a lot of support for the growth in video investment: Online video is expected to grow 55% this year and is the top format for content marketing. Stats about YouTube are pretty compelling.

Did you know?

  • Over 800 million unique users visit YouTube each month
  • Over 3 billion hours of video are watched each month on YouTube

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