B2B Marketing Blog - TopRank®

B2B Marketing views, news and interviews.

Archives for October 2016

Dear Marketing Client: When You Succeed, We Succeed

dear-marketing-client

Like pairing fine wine with artisan cheese, the client-agency relationship is a beautiful medley of innovation, execution and synergy.

Okay, it’s rarely that romantic. But in my five years working in the agency world, I have been witness to marketing programs that consistently outperform objectives, which are undoubtedly fueled by a winning client-agency relationship.

No matter the size or duration of the marketing program, effective communication and a level of trust continues to be attributes that fuel a successful agency-client relationship. Below are 6 pieces of advice from an Account Manager (me) to existing or future clients, in how to make the most of our ever-growing relationship.


Dear Marketing Client: When You Succeed, We Succeed

5 Actionable Insights from the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends Report

2017-b2b-content-marketing-report

If you’re a B2B content marketer, you likely remember where you were when the Content Marketing Institute and MarketingProfs released last year’s B2B Content Marketing report. The same way different generations will always remember hearing about Elvis, Kurt Cobain, or Prince, that dark day is seared into our industry’s memory.

Last year’s report showed a decrease in documented content marketing strategy—even though a documented strategy was proven to be a vital part of success. It showed that fewer content marketers rated their efforts as effective than the previous year.

At Content Marketing World, Joe Pulizzi somberly declared content marketing had reached the “trough of disillusionment,” out of which we would have to climb.

Secluded in her tiny writing house, Ann Handley paused for a moment to wipe tears from her trademark glasses.


5 Actionable Insights from the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends Report

7 Helpful Hacks for More Successful Social Media Community Management

community-management-hacks

It’s no secret that social media plays an important role in our daily lives—and as a result—has become an important component of the marketing strategies for brands of all sizes and industries. In fact, 90% of marketers say that social media is important to their business, according to Social Media Examiner’s 2016 Industry Report.

But as social media and the digital world continues to evolve, brands and marketers need to go beyond social media marketing in the traditional sense. How? By intertwining social media marketing with social media community management.


7 Helpful Hacks for More Successful Social Media Community Management

How to Become a Better Search Marketer with Effective Communication

become-a-better-search-marketer

Our job as search marketers is to provide the best results for our clients (both internally and externally). In order to provide the best results, we need to effectively communicate the value of everything we do. An effective communicator will be able to show the value of a search strategy/tactic to get the most out of a program for all parties included.

The search team needs to work together with the rest of the marketing team to educate them on potential risks or wins during any changes in strategy. Search engine optimization should be viewed as a part of the overall marketing strategy and cannot be a standalone solution. Instead, SEO can help all areas of marketing when done correctly. With that mindset, SEO needs to be a partnership between the search marketers and clients.


How to Become a Better Search Marketer with Effective Communication

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