Online Marketing Blog

Enterprise B2B Influencer Marketing Interview: Amisha Gandhi, SAP Ariba

Lee Odden on Oct 8th, 2018 B2B Marketing, Influencer Marketing

One of the pioneers in the enterprise B2B influencer marketing space that I’ve been most fortunate to collaborate with most is Amisha Gandhi, (AmishaGandhi) Vice President of Influencer Marketing at SAP Ariba.

Whether it was the SAP Leonardo launch microsite with interactive content and 30+ influencers sharing their expertise reaching 21 million views or campaigns like this one with Arianna Huffington plus internal and external influencers for SAP SuccessFactors, there’s a lot of success in the momentum Amisha has created in the B2B influencer marketing world.

As the creator of SAP’s Global Influencer Program, Amisha has numerous B2B influencer marketing case studies being used in articles and presentations all over the industry. Now her focus is specifically with the Ariba global program that also includes working with analysts, communities and brand partners.

Enterprise B2B Influencer Marketing Interview: Amisha Gandhi, SAP Ariba

Leave a Comment

Digital Marketing News: Search & Social’s Strong Ad Growth, Facebook’s Breach Fallout, & Reddit Tops 1B Native Video Views

Lane Ellis on Oct 5th, 2018 Online Marketing News

2018 October 5 News Image

Social and Search Forecast to Contribute Two-Thirds of Global Ad Growth Through 2020
By 2020 search and social are expected to account for 66 percent of global ad spend growth, according to new research data by Zenith. Video ad spend growth has also surpassed that of static images. Spending for online video ads is forecast to grow annually by 18 percent, while that of social media looks to grow by 16% annually. MarketingCharts

Reaction: Facebook advertisers on alert as network breach exposes 50m user accounts
In the wake of Facebook’s recent revelation of a security breach that exposed some 50 million user accounts, advertisers have reexamined their advertising with the social media giant, and some have pulled the plug entirely, at least temporarily, including Mozilla and Sonos. The Drum

Digital Marketing News: Search & Social’s Strong Ad Growth, Facebook’s Breach Fallout, & Reddit Tops 1B Native Video Views

Leave a Comment

Want to Go Stress Free? Here Are 6 Reasons to Hire A Digital Marketing Agency

Alexis Hall on Oct 4th, 2018 Digital Marketing

From developing and executing your marketing strategy to measuring results, your plate always has a healthy heaping of responsibilities—all of which are likely served with a side of stress from time to time.

If you’re nodding your head in agreement, you’re certainly not alone. A couple years ago, Workfront released its Marketers Stress Report revealing that 80% of marketers feel they have too few team members and too much work. Furthermore, 1 out of 4 marketers said they were “overly stressed” or “stressed to the max.”

Fast-forward to today, the stress factor still remains as marketers contend with a myriad of challenges, from lack of internal resources to adapting to the changing digital landscape. The good news, of course, is that a digital marketing agency (like TopRank Marketing) can lend a helping hand.

Want to Go Stress Free? Here Are 6 Reasons to Hire A Digital Marketing Agency

Leave a Comment

How Customer-Centric FAQ Pages Can Improve Content Marketing Results

Anne Leuman on Oct 3rd, 2018 Content Marketing

Your prospects and customers have questions. And it’s your job as a content marketer to answer them. That’s why you’re continuously turning out content to inform, engage, and inspire action throughout the buyer journey.

But wouldn’t it be great if you could answer many of those burning questions in one convenient, easy-to-use resource?

It would. And it exists. It’s an early-internet favorite that’s not super top-of-mind these days: The FAQ page.

FAQ pages have been around since before search engines, but the question is: Are you making the most of this often forgotten resource?

Rather than an afterthought, FAQ pages can become a robust piece of content that directly serves the interests of your prospects and customers, helping accelerate the success of your overall content marketing program. Here’s how you can make sure that your FAQ has “best answer” content that helps inform customers and prospects and move them along the buyer journey.

How Customer-Centric FAQ Pages Can Improve Content Marketing Results

Leave a Comment

Enterprise B2B Influencer Marketing Interview: Luciana Moran, Dun & Bradstreet

Lee Odden on Oct 1st, 2018 B2B Marketing, Influencer Marketing

The world of B2B influencer marketing continues to grow and we continue to tap the top marketing executives in charge of leading the industry for their insights and experience.

In this installment of our Enterprise B2B Influencer Marketing Interview series, I talk with Luciana Moran (@lucymoran) Senior Vice President, Digital, Content & Creative at Dun & Bradstreet. Our mutual connections have only the best things to say about Lucy and in this generous interview you’ll learn why.

You’ll learn about how influencer marketing is organized within the company, tips on handling compliance, campaign structure and favorite influencer marketing platforms.

What brought you to the world of Influencer Marketing?

Enterprise B2B Influencer Marketing Interview: Luciana Moran, Dun & Bradstreet

Leave a Comment

Stop Gambling with Your Marketing and Go Pro with Tips from Ten Pubcon Pro Speakers

Lee Odden on Sep 28th, 2018 Digital Marketing, Pubcon

Pubcon Pro

In the fast paced world of search and digital marketing, what separates amateurs from professionals often comes down one simple distinction: marketing as a gamble or marketing as a planned, measured and iteratively optimized discipline.

There are far too many marketing campaigns being implemented simply because “that’s how we’ve always done it”, as a reaction to the competition and as a limitation of the in-house team tasked with execution. Professional marketers go beyond wishful thinking and hopes of “better luck next time”.

So, what does it mean to be a “professional”?

Being a professional in any industry represents a combination of characteristics including:

Specialized knowledge
Competency
Honesty and Integrity
AccountabilitySelf-Regulation

Marketing professionals represent these things and more:

Creativity

Stop Gambling with Your Marketing and Go Pro with Tips from Ten Pubcon Pro Speakers

Leave a Comment

Digital Marketing News: Adobe’s $4.75B Marketo Buy, Google’s 20th Anniversary Neural Matching, & Facebook Lets Pages Join Groups

Lane Ellis on Sep 28th, 2018 Online Marketing News

2018 September 28 News Word of Mouth Image

Adobe’s $4.75 Billion Purchase of Marketo Will Boost Its Ability to Compete With Salesforce
In its biggest purchase ever, Adobe has acquired Marketo, shoring up its B2B footprint and giving a vote of confidence to the marketing technology industry. AdWeek

Google Begins Using Neural Matching to Understand Synonyms, Impacting 30% of Queries
For its twentieth anniversary, Google has rolled out an array of new features, including neural matching artificial intelligence, mobile updates, and search changes including Activity Cards, announced at the company’s two-decade celebratory event. Search Engine Journal

Facebook Will Now Allow Pages to Join Facebook Groups
Facebook has allowed certain Pages to join, comment on, and otherwise interact with Groups, a new test that could lead to filling a need expressed by some digital marketers. Social Media Today

Digital Marketing News: Adobe’s $4.75B Marketo Buy, Google’s 20th Anniversary Neural Matching, & Facebook Lets Pages Join Groups

Leave a Comment

Power Pages and Best Answer Content: Should You Go Long or Short Form?

Lee Odden on Sep 27th, 2018 Content Marketing, SEO

Buyers have questions and sellers better have answers that are easy to find, informative and inspiring. This is the cornerstone behind “Best Answer” content marketing strategy. But what qualifies as best answer content? How deep or wide do you need to go on a topic?

Is it better to use short form or long form content for content marketing?

From informal observations like ours on video and social media to formal studies in the marketing industry, much has been said about the topic of content length with some pretty compelling arguments in favor of long form content.

Power Pages and Best Answer Content: Should You Go Long or Short Form?

Leave a Comment

Is Anybody Out There? How to Get More Eyes On Your Blog Content

Joshua Nite on Sep 26th, 2018 Blog Marketing, Blogging Strategy, Content Marketing

What’s more important than creating great blog content? What’s more important than writing with empathy, storytelling, and research? What’s more important than even knowing your audience better than they know themselves?

Amplification.

Stay with me. If you’re a content marketing writer like me, amplification is the less sexy part of the job. The rewarding part, the part that matters, is writing that amazing, useful content. I’d much rather build glittering cathedrals of words that compel people to read by the sheer power of my prose.

The trouble is, there are thousands of people out there writing amazing blogs. There is a ton of wonderful, beautiful pieces of content out there. And the only way people will find your blog is if you bring them to it. Without amplification built into your content marketing strategy, your blog is a diamond buried five miles beneath the surface of the earth. It’s pretty! It’s valuable! But it’s not doing anyone any good.

Is Anybody Out There? How to Get More Eyes On Your Blog Content

Leave a Comment

How to Boost Your Content Marketing Efforts By Planning Ahead

Lane Ellis on Sep 25th, 2018 Content Marketing

They say two heads are better than one, but we say the more the merrier — especially when it comes to bringing you actionable tips and insights to fuel your digital marketing efforts.

That’s why we’re proud to announce our “Collective Wisdom” series. Throughout the series, we’ll be bringing you insights, tips, and perspectives from some of the top marketing minds to help guide your content marketing strategy. With each entry, you’ll quickly learn proven methods, taking you from the very beginning of the content planning cycle to post-publication amplification and optimization.

Where should we start? At the beginning, of course.

In this piece, we explore the crucial planning stage that essential for content marketing success.

How to Boost Your Content Marketing Efforts By Planning Ahead

Leave a Comment

Enterprise B2B Influencer Marketing Interview: Dr Konstanze Alex, Dell

Lee Odden on Sep 24th, 2018 Influencer Marketing

Within the world of B2B influencer marketing, there are a handful of brand experts who have been charting a course within large enterprise organizations for the rest of us to follow. One of those pathfinders is Dr. Konstanze Alex (@konstanze), Head of Corporate Influencer Relations at Dell.

My first experience with Konnie was several years ago when TopRank Marketing was working with Dell to develop relationships with IT influencers as part of an online publication initiative. Since then, we’ve worked with Dell to help develop an influencer marketing playbook, support influencer engagement at events and through content, but her relationship focus on working with influencers has stuck with me through it all.

Enterprise B2B Influencer Marketing Interview: Dr Konstanze Alex, Dell

Leave a Comment