digital marketing

Digital Marketing Spotlight: John Bell, VP Enterprise Digital Marketing at Travelers

Digital Marketing Spotlight

Star light, star bright, which digital marketer is next in our spotlight? Well, it’s John Bell of course, Vice President of Enterprise Digital Marketing at Travelers.

John joined Travelers after 13 years at Ogilvy & Mather where he founded Social@Ogilvy, a global social and digital marketing practice. There, John drove digital and social strategy and programs for major brands including Ford, Nestlé, IBM, DuPont and more.

In this interview, John talks about his transition from the big agency world to a big brand, lessons learned, innovation, data, martech, content, hiring and digital marketing priorities for 2016. So put on your shades, no not really, and dig in:

John H Bell, TravelersYou made a pretty big change from Managing Director at Social@Ogilvy to VP Enterprise Marketing at Travelers. What are some of the most transferable lessons you’ve learned moving from agency head to a senior marketing executive for a brand?

12 Major Brands on Where SEO Fits in the Digital Marketing Mix for 2016

SEO digital marketing

Did you know? Google handles 100 billion searches per month and more than half of those are on mobile devices.

Did you also know? 15% of Google’s 3.5 billion daily searches have never been seen before.

I remember when you couldn’t search for anything on a smart phone and now people are searching for just about anything and everything, mostly on mobile devices. It’s an understatement to say search engines, consumer searching behaviors and search engine optimization have all changed.

As much as social media, content marketing and other marketing channels emerge, there is no mistaking the value of being the best answer for buyers at the moment of need. So how valuable is SEO going into 2016? More specifically…

Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B


“It’s not the ink, it’s the think.”

This quote was the basis for Avinash Kaushik’s opening keynote at MarketingProf’s B2B Marketing Forum. For those of you that don’t know, Avinash is a Digital Marketing Evangelist at Google and best-selling author.

According to Avinash, the difference between companies that will be great and those that will die (either quickly or slowly) are the ones that understand how to obsess about the think. Thinking about how your company can connect with people and execute process and structure will make you masters of marketing. Below are some of the many highlights from his entertaining, informational and inspiring keynote.

Poll Results: Digital Marketing Priorities for Major Brands in 2016

Digital Marketing Priorities 2016It’s strategic marketing planning season for 2016 and digital marketers all over the world are navigating their way through organizational goals, data and the pulse of their communities to specify areas of focus for the coming year.

Much of what drives digital marketing strategy is a mix of business objectives and marketing priorities. Deciding on those priorities helps create a direct line of sight to what success looks like. Research from CMI/MarketingProfs shows that marketers with a clear idea of what success looks like are more successful.

But what are the top digital priorities for digital marketers in the coming year?

Digital Marketing Spotlight: Rishi Dave, CMO at Dun & Bradstreet

Digital Marketing Spotlight

Marketing executives are more challenged than ever to create effective organizations and operations to succeed in an increasingly converged, content and inbound marketing world.

In this latest TopRank Marketing Digital Marketing Spotlight interview, Rishi Dave, CMO at Dun & Bradstreet, talks about the strategic responsibility differences of entering a CMO role, advice on creating an effective inbound marketing organization, the importance of content, the convergence of marketing and PR and whether senior executives should focus on their personal brand.

Rishi Dave Dun & BradstreetIt’s been nearly two years since you moved from being Executive Director, Digital Marketing at Dell to your current role as CMO at Dun & Bradstreet. What are some of the changes you had to make in terms of your responsibilities, marketing organization and the change in industry?

7 Steps for Using Periscope to Better Engage Your Target Audience


One of the most important jobs we have as marketers is to find a way to be the best answer for our customers, when and where they are looking. With so many new platforms to test on a consistent basis, it can be hard to move through the clutter and find ways to connect that will better engage your target audience.

Social media platforms provide new opportunities to resonate with your customers. Each time a new social media platform launches, there are the early adopters that explore how the platform works, test to see if it’s stable and then figure out how it can best be leveraged.

One of the biggest platform launches of 2015 was the live video streaming app, Periscope. As of August 2015, Periscope had a total of 10 million users, with over 40 years’ worth of video viewed every day.

Digital Marketing Spotlight: Jeff Marcoux, CMO Lead at Microsoft

Digital Marketing Spotlight

What is predictive marketing and what are the future marketing technologies we should be paying attention to?

To answer those questions and more, I am happy to share the next in our series of digital marketer interviews featuring Jeff Marcoux (@jeffmarcoux), CMO Lead, Worldwide Enterprise Marketing at Microsoft.

At Microsoft, Jeff has driven cross product and team collaboration, supported multiple product releases and believes that every touch point with a customer is a marketing experience – from marketing to sales to customer service.

In this interview, Jeff talks about the most fun job in the world at Microsoft, marketing technology and predictive analytics, marketing executive career advice and how he stays current in the digital marketing world. We also get to peek into his crystal ball for upcoming digital marketing trends.

4 Digital Marketing Investments All Companies Should Be Making Now


It’s safe to say that not one company is sitting around scratching their head saying “I have all of this marketing budget to spare, what can I spend it on?”. Budgets are tight, and marketing budgets are often the first to feel the pain of cuts.

Traditional marketing tactics often come at a high price, and it can be difficult to track return. Alternatively, the vast array of digital marketing tactics evolve frequently and can quickly become overwhelming.

Each year, companies are investing more and more in digital marketing. In fact, Econsultancy found that 77% of marketers were planning on increasing digital marketing budgets in 2015. But the question on many marketers’ minds is: Where exactly should these digital marketing funds be invested?

Why Collecting Customer Information & Listening to Feedback Can Make You a Better Marketer

Collect Customer Feedback for Marketing

It can be so easy to find yourself drooling over the prospect bringing in new customers. Unfortunately, this can mean that current and previous customers are overlooked.

Current customers are a goldmine of information that can be used to draw in new customers. In 2013, Nielson found that 68% of people trust online opinions from other consumers. Did you notice that the study didn’t say that consumers trust “marketers”, instead it mentioned “other consumers”.

We often talk about executing all digital marketing tactics with customers in mind. Sometimes we fall into the trap of focusing strictly on creating customer personas (they do have their place) and deciding as a marketing team what our customers need and want.

5 Ways to Exercise & Develop Your Digital Marketing Muscles


Minnesota summers are so short that they often fly by in the blink of an eye. To make the most of the gorgeous weekend we just had, I found a bunch of active things to do. On Friday we went to the gym, Saturday consisted of Disc Golf and Sunday sent us to one of the local lakes to go paddle boarding.

I’ll admit that I’m more than a little tired, but it felt good to be so active.

The same logic can be applied to exercising your digital marketing muscles. The first couple days you might be “sore” but once you get into a routine, it’s easy sailing. The digital marketing landscape changes so quickly that the tactics that your team is deploying currently, may be vastly different in the matter of a few months.

Why Digital Marketing Podcasts Belong in Your Learning Routine


Marketers are always looking for new and efficient ways to learn. As a marketer, I’ve recently begun working podcasts into my ongoing learning routine. I’ll admit, I resisted for awhile (which was dumb). I think it’s because I have an aversion to books on tape/CD, which comes from being forced to listen to children’s books on repeat during annual family trips up and down the Oregon coast.

A realization hit me one day when I was reading entertainment “news” and taking a quiz to find out my spirit animal. I spend an exorbitant amount of time consuming a lot of content-light when I’m on the go, when I should be using that time to keep up to speed with what’s going on in my industry.

Top Digital Marketing Takeaways From Authority Rainmaker

Brian Clark Authority Rainmaker Cover

What does it take to become an authority in your industry? How can we make better sense out of an integrated approach to digital marketing?

According to the presentations we saw at Authority Rainmaker 2015, it takes the passion to learn and pursue knowledge, the expertise that warrants credibility and respect of your peers and the time and effort to earn your place as an industry thought leader.

While only in it’s second year, Copyblogger’s Authority conference brought the passion and expertise that will no doubt result in achieving authority status among digital marketing events in the industry.

Alexis Hall, Lee Odden and I had the pleasure of representing TopRank Online Marketing for this informative and entertaining event, which took place at the beautiful Ellie Caulkins Opera House in downtown Denver Colorado. We met interesting people, created great blog and social content and learned lots of great digital marketing tips to share with our agency team.