B2B Marketing Blog

10 Actionable B2B Content Marketing Insights From New Research

Lane Ellis on Oct 25th, 2021
B2B Marketing, Content Marketing

Where is B2B content marketing headed in 2022 and beyond?

Continuing an impressive and time-tested marketing tradition, the recently-released twelfth annual B2B Content Marketing Benchmarks, Budgets, and Trends research report from Content Marketing Institute (CMI), MarketingProfs, and ON24 offers up a bountiful array of insights for B2B content marketers, and helps us answer this key question and several others.

The 54-page 2021 edition provides a comprehensive look at how some of the top content marketers have been making an impact and achieving success during the past year, even with the unprecedented challenges we’ve all faced.

B2B content marketing is growing in importance, scope, and adoption by organizations of all sizes, and is poised to see further expansion in 2022 and beyond, as we’ll examine.

10 Actionable B2B Content Marketing Insights From New Research

B2B Marketing News: B2B Digital Ad Spending Grows, Google Adds Knowledge Graphs For Podcasts, Instagram’s New Creator Features, & Gen Z Engagement Study Insights

Lane Ellis on Oct 22nd, 2021
Online Marketing News

IAB Projects 8% Growth In 2022 Digital Ad Spend, Warns About ‘Bad’ Ad Experiences
U.S. digital advertising spending is expected to see 8 percent growth during 2022 to reach $165.4 billion, and topping the $200 billion mark by 2025 — increases from 2020’s $139.8 billion, according to newly-released forecast data of interest to digital marketers. MediaPost

Podcasts Google Knowledge Panels Go Live
Google has added podcasts to the services that can have extended visibility Knowledge Panels among the search firm’s result pages, giving B2B marketers who utilize podcasts a potential new promotion opportunity, in a recent rollout from the search giant. SEO Roundtable

B2B Marketing News: B2B Digital Ad Spending Grows, Google Adds Knowledge Graphs For Podcasts, Instagram’s New Creator Features, & Gen Z Engagement Study Insights

Why Empathy Matters More than Ever in B2B Content Marketing (And How to Get It Right)

Joshua Nite on Oct 20th, 2021
B2B Marketing, Content Marketing

B2B marketers, ready for some TRUTH BOMBS?

Here we go: We need to make our content more human and more empathetic. B2B content doesn’t have to be boring; in fact, it can’t be boring and be effective. B2B buyers are just people — we need to talk to them like people.

Are you blown away by the depth and breadth of my insight? Ready to book me at your next marketing conference?

Okay, all sarcasm aside: We all have heard the old “B2Me” speech a dozen times. I’m not here to give it to you again.

Instead, I want to get deeper into the specifics of what it means to be empathetic and provide value with content.

Why Empathy Matters More than Ever in B2B Content Marketing (And How to Get It Right)

Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers

Lane Ellis on Oct 18th, 2021
B2B Marketing

What are some of the top autumn B2B search marketing conferences that will take place in virtual, in-person, and hybrid fashion?

As we close in on 2022, more physical marketing events are taking place than were available last year, while others either offer a hybrid online option or are still digital-only experiences.

To help you sort out the many B2B marketing conference options available this fall, we’ve compiled our latest list of the top B2B marketing events to elevate and inform your business strategy, with a special focus on events in the search marketing and SEO space, while still including several general B2B marketing events that feature search industry elements.

Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers

B2B Marketing News: B2B Tech Spending Rises, Twitter’s New Ad Features, Marketers See Diversity Progress, & New B2B Content Marketing Study

Lane Ellis on Oct 15th, 2021
Online Marketing News

New Research: 86% Of B2B Software Buyers Rely On Third-Party Reviews When Making A Purchase Decision
55 percent of B2B buyers have said that their technology spending will rise during 2022, while some 86 percent of buyers look to online peer-review sites before making purchase decisions — two of several statistics of interest to digital marketers contained in recently-released survey data. Demand Gen Report

The future of events: B2B marketers weigh in-person vs. virtual attendance
73 percent of B2B marketers who are primarily focusing on physical events also plan to still attend virtual ones, with some 55 percent noting that in-person events will play a large role in their strategy, according to newly-released report data. SmartBrief

B2B Marketing News: B2B Tech Spending Rises, Twitter’s New Ad Features, Marketers See Diversity Progress, & New B2B Content Marketing Study

50 Top B2B Marketing Influencers, Experts and Speakers To Follow In 2022

Lane Ellis on Oct 11th, 2021
B2B Marketing

The business landscape of 2021 includes a wealth of B2B influencers who are shaping the future of marketing for 2022 and beyond.

To honor and celebrate our industry’s B2B marketing subject matter experts, including many who happen to be speaking at this week’s MarketingProfs B2B Forum virtual event, we’re thrilled to publish our annual list of some of the world’s leading B2B marketing influencers.

Each year MarketingProfs B2B Forum is filled to the brim with the latest insightful B2B marketing tactics and strategies presented by a powerhouse lineup of exceptional B2B influencers, and this year is no different.

MPB2B will take place October 13 – 14, 2021 and features a stellar group of B2B marketing professionals the programming team at MPB2B has carefully assembled, in an updated virtual format designed to bring you all the freshest industry knowledge without any of the screen fatigue.

50 Top B2B Marketing Influencers, Experts and Speakers To Follow In 2022

B2B Marketing News: B2B Content Consumption Rises, LinkedIn’s Ticketed Events, New Google Spending Report, & Microsoft’s Zero-Party Data

Lane Ellis on Oct 8th, 2021
Online Marketing News

B2B Purchasers Are Consuming More Content Before Buying
60 percent of B2B buyers find value in receiving relevant information throughout the purchasing journey, while half say that they are consuming more marketing content before making purchases than they did before 2020 — two of several statistics of interest to digital marketers contained in recently-released survey data. MediaPost

LinkedIn is testing a new, paid ticketed events service Comments Feed
Microsoft-owned LinkedIn (client) has tested new paid event features hosted on the professional network’s platform, which would expand on its events hub and other virtual event offerings, and TechCruch takes a look at how the addition may help event organizers. TechCrunch

B2B Marketing News: B2B Content Consumption Rises, LinkedIn’s Ticketed Events, New Google Spending Report, & Microsoft’s Zero-Party Data

Optimizing Digital Assets: How B2B Marketers Can Combine the Best of External & Internal Search Findability

Lane Ellis on Oct 6th, 2021
B2B Marketing

How can B2B marketers optimize a digital asset workflow that combines best practices for search findability both externally and within your organization?

With the global Digital Asset Management (DAM) market valued at $3.4 billion in 2019, and expected to reach $8.5 billion by 2025, according to study data from IMARC, it’s little wonder that more B2B marketers are looking at and utilizing solutions that help with search findability. Another recent report shows that the global DAM market size is expected to climb to $10.2 billion by 2027, representing a rise of 18.3 percent from 2021 levels.

From better external search engine findability to increased internal search efficiency, let’s take a look at just what digital assets are, and explore some of the solutions B2B marketers are using to manage ever-expanding digital content.

Optimizing Digital Assets: How B2B Marketers Can Combine the Best of External & Internal Search Findability

Boosting B2B Marketing Credibility with Social Proof and Influencers: 4 Tips

Nick Nelson on Oct 5th, 2021
B2B Marketing

This is gonna be the greatest blog post EVER.

Did you believe me there? You probably didn’t.

Sure, I might think it’s an awesome piece of content. But I’m not exactly an objective source. Now, if you were to come across a post on social media from someone you know and trust, linking to this blog post and saying it’s the best thing they’ve read all year? That’s a different story.

Therein lies the immense value of social proof, which is only growing more impactful as businesses and society evolve into a new era. A survey from Kantar Media last year found that 93% of people trust brand recommendations from family and friends, while only 38% trust information from advertisers. Meanwhile, 84% of people say they trust online reviews as much as their friends.

Boosting B2B Marketing Credibility with Social Proof and Influencers: 4 Tips

One Simple Step to Elevate the Practice of B2B Influencer Marketing

Lane Ellis on Oct 4th, 2021
B2B Marketing, Influencer Marketing

The uncertainty of 2020 created an environment of rapid digital transformation for B2B brands that impacted every area of business including marketing. B2B brands pivoted pre-pandemic marketing strategies to new go to market models for a digital first customer that in many cases is less trusting of traditional sources of information and paying more attention to industry peers, experts and influencers.

So what do these changes mean for the rest of 2021 and into 2022? Will B2B marketers continue to rely on partnering with trusted voices in the industry to drive full funnel impact for their marketing? Answers to these questions and more are essential in order for B2B brands to continue in their efforts to innovate on marketing effectiveness, differentiate from the competition and accelerate the sales journey. B2B marketing has evolved over the past 18 months and will continue to evolve with your help.

One Simple Step to Elevate the Practice of B2B Influencer Marketing

B2B Marketing News: Webinars Top List of B2B Nurturing Tactics, Digital Ad Revenue Jumps, More B2B Buyers Purchase Online, & LinkedIn’s New Reach Study

Lane Ellis on Oct 1st, 2021
Online Marketing News

Study warns that digital B2B economy held back by tech and logistical issues
B2B buyers say that some 49 percent of purchases are now made online, with 93 percent seeing a permanent purchasing change that has been driven by the pandemic, according to newly-released survey data also showing that 78 percent of buyers are seeking better mobile experiences. The Drum

Microsoft Enables ‘Purpose’ Attribute Advertising
Microsoft has augmented its text and products ads by offering brands 32 new Purpose Business Attributes, broken into categories such as responsibility, values, and inclusion, the firm recently announced, bringing a new option to digital marketers using Microsoft Advertising services. MediaPost

B2B Marketing News: Webinars Top List of B2B Nurturing Tactics, Digital Ad Revenue Jumps, More B2B Buyers Purchase Online, & LinkedIn’s New Reach Study

Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay

Lane Ellis on Sep 29th, 2021
B2B Marketing, Podcasting

Why are more B2B marketers than ever before embracing podcasts?

As we celebrate #InternationalPodcastDay — which takes place on Thursday, September 30 — let’s look at the many benefits podcasting holds for B2B marketers, and explore a selection of top marketing podcasts from TopRank Marketing, plus other podcasts from a range of other great marketing leaders across the industry.

When it comes to learning, marketing podcasts are a powerful way to find new takes and tactics for your B2B marketing. They’re also good for picking up new marketing ideas and getting fresh perspectives you might not otherwise find.

Let’s explore how optimism for podcasting marketing and advertising has seen significant growth, take a look at several B2B-marketing-specific podcasts, dig in to examples of other podcasts that can help all marketers learn and grow their craft, and also learn how to go about crafting and promoting a successful B2B marketing podcast.

Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay