B2B Marketing Blog

5 Podcasting Trends Every B2B Marketer Should Know

Joshua Nite on Oct 3rd, 2022
B2B Marketing, Content Marketing

We may have mentioned a time or two that podcasts are a great way for B2B marketers to release content. But since my first B2B podcasting post (way back in the before times of 2018, how naive we were), the landscape has changed significantly.

Part of the shift is due to the pandemic and the remote/hybrid work boom that followed. People who used to spend hours listening to podcasts on their commute suddenly found that the bedroom to home office commute required less entertainment.

But the other part is simply natural maturation and evolution over time. Podcasts are becoming even more plentiful, their creators more diverse, and the advertising more relevant.

Here are the major trends that B2B podcasters should be aware of for 2022 and beyond.

5 Podcasting Trends Every B2B Marketer Should Know

B2B Marketing News: Rising B2B MarTech Spend, 10th Annual Data Never Sleeps Report, & LinkedIn Tops B2B Ad Spending

Lane Ellis on Sep 30th, 2022
B2B Marketing

US B2B MarTech Spend Set for ~15% Rise This Year
In 2022 marketing technology spending is set to top $20 billion for the first time, with the B2B-specific segment growing by some 14.6 percent — slightly higher than overall combined B2C and B2B spending, according to newly-released survey data of interest to B2B marketers. MarketingCharts

“An important part of a modern martech stack has to be a unified profile that spans identities, understands behavioral information at an individual level, but also on the B2B side at an account level.” — Stephen Streich @sstreich Click To Tweet

LinkedIn will capture nearly 25% of US B2B ad spending by 2024
By the end of 2022 B2B display advertising revenues on the LinkedIn professional social media platform are expected to account for 21 percent of U.S. B2B digital ad spend, a share that will rise to nearly 50 percent by 2024, according to recently-released U.S. B2B digital ad spending forecast data. Insider Intelligence

B2B Marketing News: Rising B2B MarTech Spend, 10th Annual Data Never Sleeps Report, & LinkedIn Tops B2B Ad Spending

B2B Marketers on the Move: An Autumn Celebration of B2B Industry Marketing Leaders

Lane Ellis on Sep 28th, 2022
B2B Marketing

2023 will be here before we know it, and with the swiftly changing B2B marketing landscape inevitably comes growth that can happen so fast that it’s difficult to fully appreciate without taking a moment to reflect on and enjoy the colorful leaves.

For more than two decades, TopRank Marketing has been honored to help a wide variety of the world’s top B2B marketers and major global brands elevate and go beyond merely being competitive, to standing out from the crowd with creative and award-winning successes. In this spirit, we like to regularly take the time to congratulate and honor business marketing leaders who have recently seen career advancement.

B2B Marketers on the Move: An Autumn Celebration of B2B Industry Marketing Leaders

How LinkedIn Marketing Solutions Uses Blogging to Power Its Growth Engine

Lee Odden on Sep 27th, 2022
B2B Marketing, Blogging Strategy, Content Marketing

It was with great pleasure that I was able to wrap up my 2022 Content Marketing World experience with a session featuring two exceptional marketers that I’ve known for many years*: Steve Kearns (LinkedIn Senior Manager, Content Marketing and Social Media) and Tequia Burt (Editor in Chief LinkedIn Ads Blog) with a topic that is near and dear: How LinkedIn Marketing Solutions is Using the Blog to Power its Growth Engine

In an age of social media with Instagram, TikTok and even LinkedIn, does blogging still matter? For LinkedIn, the answer is absolutely yes.

How LinkedIn Marketing Solutions Uses Blogging to Power Its Growth Engine

Crunch Time: Maximize Your Content Marketing Impact When It Matters Most

Nick Nelson on Sep 26th, 2022
B2B Marketing, Content Marketing

In baseball, it’s technically true that games in April matter just as much as those in September. Each win and loss ultimately carries the same weight, no matter when it’s recorded.

Still: every player, coach, and person involved will tell you they feel the added pressure of late-season games in a close pennant race. More than ever, decisions are scrutinized and moments are magnified. It’s where the stars take center stage.

The approaching end of the year invokes similar vibes for marketing leaders – especially here in the year 2022, as we gaze ahead into an uncertain future, burdened with the likelihood of a looming recession.

Crunch Time: Maximize Your Content Marketing Impact When It Matters Most

B2B Marketing News: B2B Prioritizes Brand Purpose, Top Prospecting Social Channels, Influencers Increase Engagement, & LinkedIn’s Focused Inbox

Lane Ellis on Sep 23rd, 2022
Online Marketing News

The Role of Data in B2B Go-To-Market Strategies
59 percent of B2B marketing and sales leaders have said that they see missing or incomplete information as their biggest go-to-market data challenge, with 56 percent pointing to poor quality data, while 40 percent noted disconnected or siloed data sources — three of numerous statistics of interest to B2B marketers contained in newly-released survey data. MarketingProfs

What should B2B marketers prioritize in 2023?
Brand purpose will see growing importance in 2023, while some 90 percent of companies in the customer-obsessed category have considered improving the employee experience as a top priority, with 72 percent of B2B buyers having said that they are more apt to purchase from socially responsible companies — some of the findings revealed in recently-published Forrester report data. SmartBrief

B2B Marketing News: B2B Prioritizes Brand Purpose, Top Prospecting Social Channels, Influencers Increase Engagement, & LinkedIn’s Focused Inbox

Your B2B Influencer Marketing Program Checklist

Katelyn Drake on Sep 22nd, 2022
B2B Marketing, Influencer Marketing

Ready to launch your B2B influencer strategy, but not sure where to start?

We’ve got you covered! Get started on the journey toward boosted brand awareness (and more!) with this quick guide detailing the first steps of initiating a B2B influencer marketing program.

First, identify your purpose.

Dive deeper into understanding your clients, their true objectives, and how your business serves them. Through client surveys and interviews, you’ll learn how your clients feel, gain new insight into their influences, and strengthen your overall relationship.

Next, it’s time to invest and execute.

Use your newfound understanding of your buyers to create a small pilot program. Start by collecting new data, testing overall program effectiveness, and identifying areas for improvement. A pilot program is a learning opportunity that prepares you for long term strategy. Kind of like an hors d’oeuvre before dinner.

Your B2B Influencer Marketing Program Checklist

Livestream Marketing: 5 B2B Brands Elevating With LinkedIn Live

Lane Ellis on Sep 21st, 2022
B2B Marketing, LinkedIn, Video

B2B brands have increasingly turned to LinkedIn*’s live-streaming offering LinkedIn Live to elevate their messaging in creative new ways. Brands using LinkedIn Live are increasing engagement from virtually all public-facing sides of their organization, and pulling their professional communities closer than ever in real time using live-streaming.

The past year has been the first that LinkedIn has offered LinkedIn Live Events, a combination of LinkedIn Live and the professional platform’s other event features, and B2B brands have increasingly found value in the combined one-two punch, as we’ll explore.

The updated LinkedIn Live Events experience has allowed brands to create more robust virtual events, which have become de rigueur, must-have offerings for many brands since the pandemic began.

Livestream Marketing: 5 B2B Brands Elevating With LinkedIn Live

Beyond B2Sea: 5 Top Lessons B2B Marketers Can Learn from Pirate Movies

Joshua Nite on Sep 19th, 2022
B2B Marketing, Content Marketing

Avast, ye scurvy swabs! Today be Talk Like a Pirate Day, a holiday for landlubbers and seadogs alike. Ye don’t have to send cards or give gifts — just use your best nautical lingo and don’t forget the ARRRRs!

Talk Like a Pirate Day was first celebrated in 1995, but gained popularity online in the 2010s. It’s a good opportunity to be a little silly, watch some great movies, and maybe even learn a few pointers to guide your B2B marketing.

So batten the hatches, hoist up the mizzenmast, and shiver your timbers: Here are five lessons you can learn from pirate movies.

Beyond B2Sea: 5 Top Lessons B2B Marketers Can Learn from Pirate Movies

The Secrets of Creating Inspired B2B Content Experiences, Revealed

Nick Nelson on Sep 16th, 2022
B2B Marketing, Content Marketing, Content Marketing World

Picture this:

It’s mid-December and you’re on a road trip through Florida. A man stands on the side of the highway, holding a sign and pointing his thumb skyward. “To Jacksonville,” it reads, plainly indicating his intentions. Without a second thought, you keep driving and think of the hitch-hiker not once again.

What if the scenario instead played out like this?

It’s mid-December and you’re on a road trip through Florida. A man stands on the side of the highway, holding a sign and pointing his thumb skyward. “To Mom’s for Christmas,” it reads. Suddenly your heart swells, filled with memories of your own cherished holidays past, and somber thoughts of families around the world kept apart.

The Secrets of Creating Inspired B2B Content Experiences, Revealed

B2B Marketing News: B2B Lead Nurturing, Rising Influencer Spending, Cannes Creativity Report, & Google’s Search Console Update

Lane Ellis on Sep 16th, 2022
Online Marketing News

Cannes Lions Issues Annual Creativity Report
The Cannes Lions International Festival of Creativity recently published its annual creativity report, showcasing 76 pages of branded marketing and communications trends from this year’s event, which for the first time featured dedicated B2B marketing categories in the form of 11 Cannes Creative B2B Lions awards. MediaPost

Instagram remains the undefeated champ of influencer spend
U.S. influencer marketing spending has been forecast to hit $6 billion by 2023, an increase from this year’s $4.6 billion estimate, driven by digital marketers looking to turn towards more cost effective solutions, according to newly-released forecast data. Insider Intelligence

B2B Marketing News: B2B Lead Nurturing, Rising Influencer Spending, Cannes Creativity Report, & Google’s Search Console Update