Archives for March 2019

Digital Marketing News: LinkedIn’s Lookalike Launch, B2B’s Social Responsibility, & Twitter’s B2B Crackdown

2019 March 29 LinkedIn Chart

LinkedIn Announces New Data Partnership with Adobe to Improve Ad Targeting
LinkedIn announced a new partnership with Adobe that will bring a greater selection of LinkedIn’s (client) account-based marketing features to users of Adobe Experience Cloud, and expand ad targeting with Marketo Engage and Microsoft Dynamics 365 for Sales. Social Media Today

The Colossal Amount of Time Spent Consuming Media May Finally Be Flatlining, According to Nielsen Report
U.S. adults are still spending an average of 10 and a half hours consuming media — the same as in 2017 and 2018 — a signal that consumption time has plateaued, according to newly-released report data from Nielsen. Adweek

Inspired Marketing: Interview with Kirsten Allegri Williams, CMO at SAP SuccessFactors

Interview Kirsten Allegri Williams CMO SAP SuccessFactors

One of the great things about my job is connecting with inspiring marketers. While attending SAP’s annual SAPPHIRE conference last year, I had the good fortune to meet Kirsten Allegri Williams @kirstenallegriw thanks to Amisha Gandhi @AmishaGandhi. At the time, Kirsten was VP, Corporate Marketing at SAP Ariba.

In our short time meeting, we covered a lot of ground, from the need to elevate trust in marketing within the c-suite and on the street with customers to the role of purpose in marketing. She was highly focused, present and very smart. She made enough of an impression, that I included her in our annual list of Women Who Inspire in Digital Marketing.

Unconventional B2B Marketing: 5 Of The Most Woke Marketers

Bearded punk man in glasses with purple hair image.

Five of the most unconventional marketers are infusing a punk rock ethos and energy into their marketing efforts—and B2B marketers and brands should take notice.

The examples we’ve lined up here skirt the marketing norms and represent unconventional marketers who shoot for the moon and win. Using wit, humor, bold actions, and tales of death-defying feats, lessons from these marketers may just inspire you to push beyond boring and into breathtaking territory.

With messaging and tactics that might seem more at home in the mosh pit than the corporate boardroom, these marketing revolutionaries are dead set on breaking free of boring by replacing stodgy campaigns or yawny white papers with marketing messages that would have made Joey Ramone wail a speedy “Hey! Ho! Let’s Go!” and “Gabba Gabba Hey!”

So Long, San Diego! Top Takeaways From #SMMW19

Have you ever experienced the post-party blues?

You know that feeling you have when the party has died down and everyone has gone home? The good news is, for years you’ll be left with the great memories of the things you learned and time you spent together (even if it was brief) long after the party ends.

While I was sad to leave sunny San Diego and the amazing marketers that I got to see and meet at Social Media Marketing World last week, I’m happy to have walked away with some incredible insights and deeper connections.

For those of you who were watching from afar (or attended but weren’t able to catch every session), I’ve included some top insights from the conference below. So, strap on your marketing (party) hat and join the festivities!

Dear Friend: Secrets to Creating a Newsletter People Want to Read From Ann Handley

Do me a favor. Go and check your work email inbox.

Then, look to see how many newsletters from individuals or brands you’ve received in the past week (for me it was around 20). After you have that number, look to see how many of those newsletters you’ve actually opened (for me it was 3). Lastly, think about how many of those newsletters you engaged with in some way (replied, shared, etc.), or which ones contained memorable content that you’ve added to your memory bank (for me it was 0).

Yikes! Can you imagine the manpower and dollars that likely went into developing and distributing those email newsletters that are just sitting in your inbox gathering dust? And worse yet, are your subscribers feeling the same way that you do, but about the content that you’re sending out?

Attribution Analysis: How Marketers Can Stay on the Cutting Edge & Prove Impact

With the amount of data available today, you’d think that marketers would be confident in reporting the impact of their efforts. Unfortunately, a recent study from The CMO Survey found that the #1 C-suite communication challenge for marketers is STILL demonstrating the impact of their work on financial outcomes.

Part of the reason for this struggle is that while data is readily available, we aren’t tracking the right metrics, and may even struggle to understand how to set up proper tracking to access the information we need. And as we know, poor tracking leads to poor performance which leads to unhappy leadership teams.

In his presentation at Social Media Marketing World last week, Chris Penn took a deep dive into a framework for collecting high-quality data and the different options available for properly attributing the results of your marketing efforts.

How to Use Customer Service as a Marketing Opportunity With Shep Hyken

“Fine is the F-bomb of customer service.” @hyken Click To Tweet

What an opening.

The customer experience is all the rage right now. We’ve all heard the statistic that it is expected to surpass price and product as the No. 1 brand differentiator by 2020.

But what if we told you that you’re overlooking one of the most important parts of the customer experience?

While you’ve been focusing on your website’s UX or email nurture campaign, you’ve forgotten about your customer service and the impression that leaves on your customer relationships. As the master of customer service and experience, Shep Hyken had some advice on customer service management to share at last week’s Social Media Marketing World. Hear what he had to say below:

Chris Brogan’s Guide to Building a Fast Blogging Framework

Chris Brogan at Social Media Marketing World 2019

Blogging is a part of our origin story here at TopRank Marketing. In fact, we just celebrated the TopRank Marketing Blog’s 15th birthday this past December. But despite our blogging longevity, we’re always refining and optimizing, too.

That’s why I attended Chris Brogan’s session on creating a fast blogging framework at Social Media Marketing World 2019. While there, I learned this bestselling author’s approach to writing blog content (and had a few laughs along the way).

Be Fast

The key to Chris’ framework? The word “fast.”

Being fast matters to Chris, informing the audience that “the average human only read 19 minutes a day. That includes texts, emails, and BuzzFeed articles. They’re not going to read your 2,000-word missive.”

Dropping Digital Distractions With Brian Solis

Brian Solis at Social Media Marketing World 2019

Photos. Texts. Emails. Video. Digital is a pivotal part of our daily lives.

So what if we stopped using it?

Brian Solis, the author of Lifescale: How to live a more creative, productive and happy life, wants us to think hard about our digital distractions and drop them from our habitual behavior. As digital marketers, this notion sounds antithetical to our mission. But Brian promises that disconnecting is beneficial to marketers as well.

Below, I share Brian’s thoughts on digital distraction and business from his session at Social Media Marketing World 2019.

Focus Is Elusive

“My ability to be creative, to dive deep, to focus, to give myself time away from my device, was not only difficult but impossible,” Brian said.

Digital Marketing News: B2B Content Effectiveness Study, Modern Marketing Skills, & Influencer Social Benchmarks

2019 March 22 Maryville University Chart

When Content Tanks: Brands Lack Faith In Their Efforts, Study Shows [B2B study]
B2B marketers’ content effectiveness has faced struggling confidence, with just 4.7 percent extremely confident in their content’s pertinence, a significant decrease from 2017, according to a newly released B2B marketing study data. MediaPost

Facebook testing features that let Pages archive and share Stories
Facebook has tested optional methods allowing business pages to archive and share Facebook Stories, potentially paving the way for increased exposure beyond the current reach of Facebook Page fans, the social media giant recently noted. Marketing Land

2019 Social Media Influencer Benchmarks
Social media influencer benchmarks are examined in a recently released report from Trust Insights that looked at some 50,000 influencers on each of the major three social influencer platforms. Trust Insights

Why Marketers Need to Care About Blockchain With Joel Comm and Travis Wright

Everyone has that one family member that invested in Bitcoin (or another cryptocurrency) – without knowing anything about it.

For my family, that person was my brother.

Before he invested in Bitcoin, he probably should have come with me to Joel Comm and Travis Wright’s Social Media Marketing World session on blockchain and cryptocurrency. That way he would understand the real value and potential of this new technology, instead of just blindly jumping on a hot investment trend.

One thing’s for sure after hearing from Joel and Travis – blockchain and cryptocurrency will revolutionize much of the world today, including marketing. Read on to learn why that is.

The World Is Ripe for Disruption

“Everything changes, nothing stays the same,” Joel said, using examples of disruption to prove his statement.

Robert Rose Shares How to Add Purpose & Focus Back Into Your Content Strategy at SMMW

Over the past few decades, we’ve seen the rise, fall, and rebirth of content marketing. The launch of the internet changed the value of content and at first, companies saw a lot of early success. But then, the web was flooded with a high quantity of low-value content as content creation had become much easier to execute.

What many brands were missing was a true content strategy that had a purpose, focus, and aligned tightly with business goals.

In his session at Social Media Marketing World, Robert Rose helped the audience face the hard facts about why many of today’s content marketing strategies simply aren’t working and what can be done to flip the script on bad content marketing.