Archives for August 2019

Digital Marketing News: Google Indexing Podcasts, Unity’s Rising Marketing Value, Facebook’s Flashy Slideshows & More

2019 August 16 Marketing Charts Chart

US digital ad spend up 18% YoY, new IAB report says
Digital advertising expenditures in the U.S. increased by 18 percent year-over-over from the first quarter of 2018, hitting $28.4 billion, with paid search comprising some 40%, according to new report data from the Interactive Advertising Bureau (IAB). ClickZ

B2B Buyers Prefer Email, But That’s Only One Of Their Demands, Study Finds
41 percent of B2B buyers consider email as their preferred channel, with some 57 percent preferring quotes to come via the channel, while 33 percent choose vendors based on reference reviews, according to newly-released survey data. MediaPost

Report: Instagram Story ad share doubles while overall ad growth levels out
Instagram Story ad spending doubled from 9 percent to 18 percent year-over-year from the second quarter of 2018, reaching levels that are now similar to those of Facebook, according to newly-released report data from Kenshoo. Marketing Land

4 Marketing Productivity Tips from Workfront’s Mike Riding #DSMPLS

Mike Riding of Workfront at Digital Summit Minneapolis

Does work follow you home?  When was the last time you had a work week that was actually 40 hours? 

Marketers often feel pressed for time and overworked. In fact, according to recent Workfront research:

  • 64% say they’re being asked to come up with new ways of working
  • 58% are so swamped, they don’t have time to think beyond their daily tasks
  • 56% they’re completely overwhelmed. 

Mike Riding, Workfront’s Director of Digital Marketing, came to Digital Summit Minneapolis with the sole goal of helping marketers get more work done. While organizations typically turn to technology to solve the productivity problem, Mike offered four actionable, process-driven ways marketers can modernize their work and become more productive. 

Joseph Lindberg of Land O’Lakes Outlines How to Build a Marketing Dashboarding Discipline #DSMPLS

Marketing measurement. It’s absolutely essential, but perhaps one of the hardest marketing disciplines to master. Why? As Joseph Lindberg, Digital Communications Editor for Land O’Lakes, Inc., told a room of marketers at Digital Summit Minneapolis this week:

“Measurement is a loaded term. It means many things to many people.”

It’s true. Measurement can be thought of in terms of KPIs. Measurement can be raw data or data insights. Measurement can be your stack of tools.

And during his session, titled Building a Marketing Dashboarding Discipline: It’s Not About the Tool (Until It Is), Joseph challenged marketers to flip our thinking on how we measure.

Below we outline his recommended process and advice for how you can level up your measurement game, and map tactics to business objectives so you can prove value up the ladder.

The Future of Marketing As Seen By Randi Zuckerberg #DSMPLS

Randi Zuckerberg Speaks at DSMPLS

“Technology is changing the way we do business.” 

Said everyone, ever. 

Marketers know technology is changing how we interact with our audience. But knowing it’s happening and doing something about it are two very different things. 

Randi Zuckerberg is no stranger to technology and its effects on business, daily life, and social structures. As the founder and CEO of her own media company, Zuckerberg Media, and a former marketing leader at Facebook, Randi has a unique vision for the future of marketing and how today’s marketers can adapt. 

Explore that future with her insights below from the floor of Digital Summit Minneapolis

We’re Afraid to Fail

We’ve been talking about the evolving state of marketing for years. But maybe we as marketers haven’t changed all that much. Why?

B2B Sales and Marketing Exchange Wrapup #B2BSMX

B2BSMX header

What do you get when three B2B thought leader brands come together to form a combined event featuring top B2B marketing experts? B2BSMX

This week in Boston, a new event launched called the B2B Sales and Marketing Exchange combining the best of three of the best resources in B2B: FlipMyFunnel from Terminus, RevTalks from the Pedowitz Group and Demand Gen Summit from Demand Gen Report. Together with another track focused on Labs and Case Studies, they powered over 50 sessions for about 1,000 registered attendees.

Lee Odden Nick Nelson
As a media sponsor, TopRank Marketing was invited to shine a light on some of the talent at the event though speaker interviews and liveblogging presentations. Nick Nelson and I attended numerous sessions each day allowing us to accelerate our B2B sales and marketing knowledge as well as our connections with thought leaders, practitioners and vendors in the industry.

B2B Marketing Spotlight: Shonodeep Modak, CMO NA at Schneider Electric #B2BSMX

Shonodeep Modak

Shonodeep Modak is CMO of North America at Schneider Electric. He has more than 18 years of commercial experience across energy, oil & gas, electrical distribution, automation and aftermarket services where he has architected and led nimble, data-driven global teams to propel portfolio expansion and deliver double-digit returns.

At the recent B2B Sales and Marketing Exchange conference, Shonodeep presented on how to restructure your marketing department around the customer vs. around your products or services: Opening Up The Panel Door…Rewiring How Your Marketing Team Works.

During the first day of the conference, Shonodeep and I met to discuss his presentation, his experiences at companies like GE and ExxonMobil, what’s broken with today’s marketing departments and where to marketing leaders can start to fix their own organizational structure.

The 10 Commandments of Modern B2B Marketing – Dave Gerhardt, Drift #B2BSMX

Drift is widely regarded as a pioneer in modern marketing, and their Vice President of Marketing Dave Gerhardt has been instrumental in establishing this reputation. 

Taking on his first role as a marketing leader, he helped grow the chatbot platform from a startup with no market recognition to a $10 million company in less than two years. He also co-authored the book Conversational Marketing along with Drift’s founder David Cancel

While his company has experienced powerful growth and attained status as a leading innovator, the journey hasn’t always been smooth and seamless. Dave says there are a number of things he wishes he would’ve known before getting started, and he shared them on Tuesday at B2B Sales and Marketing Exchange in Boston, dubbing them his “10 Commandments for Modern Marketing” (with a stated emphasis on the word modern).

CMO Maria Pergolino Charts the Path to Creating an Industry Category with Strategic Marketing #B2BSMX

Maria Pergolino at B2BSMX

What is the ultimate goal for any business or marketing unit? 

There are many valid answers to this question. But I think the subject of Maria Pergolino’s REVTalk on Tuesday morning at B2B Sales and Marketing Exchange (B2BSMX) in Boston offers a worthy aspiration for just about any organization: creating a category. 

Brands that are universally held in high esteem and pointed to as shining examples of marketing mastery – such as Uber, Salesforce, and Starbucks – often share this distinction. Their names ring synonymous with what they do. 

As a seasoned marketing executive who’s overseen this outcome at a number of different companies over the years, Maria has developed acute expertise on category creation, and offered us a glimpse of her process.

Wow Your Crowd: How Content Marketers Can Create Powerful Audience Connections

“Perhaps more than any other art form, comedy cannot exist for its own sake,” according to comedian Andrew Orvedahl in an essay published a few years back. “Comedy requires a bond between performer and audience. And if either ingredient sucks, comedy doesn’t happen.”

He’s right, but we could swap in content marketing for comedy and the statement would still hold plenty of weight. If your content isn’t connecting and resonating with your audience, it may as well not exist. This is one of the most critical skills of the discipline, and also one of the most difficult to harness.

Digital Marketing News: Google’s Playable SERP Podcasts & New Unified Analytics, B2B Video Completion Rate Study & More

2019 August 9 Marketing Charts Chart

2018 B2B Video Completion Rates and Other Benchmarks
Business videos four minutes or shorter saw the highest completion rates — between between 50 – 68 percent — while those over 20 minutes saw the lowest, around 25 percent, just some of the research of interest to digital marketers in newly-released B2B video study data. MarketingCharts

New Study Looks at the Most Popular YouTube Content, and Highlights Key Trends
YouTube video content was the subject of a new Pew Research study that examined popular channels with 250K or more subscribers. Among them, just 10 percent produced 70 percent of the content, the research showed. Social Media Today