Archives for September 2019

Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020?

QQ Digital Marketing Recap Standing Businesspeople Image

We’ve now reached the end of the third quarter of 2019, one filled with many significant B2B marketing changes and several surprising twists and turns that will combine to affect how the industry moves forward as we enter Q4 and push forward to 2020.

Q3 saw numerous exciting shifts in new directions, and a few seemingly slight changes in course that are nonetheless poised to make big impacts in 2020.

We’re always working to bring you the most relevant B2B marketing news, including over 180 weekly industry news videos, hosted by Tiffani Allen, Joshua Nite and others here on our blog and on our TopRank Marketing YouTube channel.

Each quarter we reflect on what’s happened in digital marketing and look ahead with key trends. Let’s examine both the challenges and opportunities the quarter’s top B2B marketing news has brought our industry.

Digital Marketing News: Google Brings Multiple Thumbnails to Video Results, Facebook’s AR Ads Plan, Twitter Adds Multiple List Feature, & More

2019 September 20 MarketingCharts Chart

B2B Personalization Strategies Pivoting As Buyers Require Confidence, Consensus
A new survey from Gartner reveals that there is plentiful high-quality buying information available to B2B buyers, even to the point where 50 percent view the large amount of trustworthy data at hand as overwhelming. Demand Gen Report

Giphy to partner with Oracle Data Cloud’s Moat to measure viewability
Animated GIF image firm Giphy has partnered with Oracle Data Cloud’s analytics and measurement platform Moat to measure branded GIFs used with in-app and via mobile and desktop landscapes — a move aimed at providing greater validation to branded content on the service. Marketing Land

B2B Marketing Spotlight: Ty Heath on Optimizing ABM & Social Sales with LinkedIn #mpb2b

Ty Heath Interview B2B Marketing

Ty Heath is one of those people whose reputation precedes them. I had heard of Ty as a marketing industry speaker and force for change working at LinkedIn before finally meeting her in person. The IRL Ty experience did not disappoint. Each time I meet with Ty, ideas pop like popcorn – who needs coffee with such inspiration around what’s possible?

Currently Ty is Global Lead of The B2B Institute at LinkedIn where she is responsible for scaling education on LinkedIn’s Marketing Solutions product globally. She has previously worked for major brands including IBM, Nestle and over 7 years at Google – plus she’s had her own consultancy.

5 Top B2B Brands Delivering Exemplary Twitter Engagement

Four happy businesspeople jumping above cityscape.

With more than 139 million active daily users and available in over 40 languages, Twitter has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services.

Twitter has kept up a steady pace of new feature roll-outs over the past few years that have helped it make significant gains as a social media platform not just for consumers, but also for more professional business users than ever.

It’s also increasingly become a destination for all manner and size of brands, and the users who frequent Twitter expect an experience markedly different from that offered by LinkedIn, Facebook, and Instagram. As the following chart from MarketingCharts shows, over the last year Twitter has seen increasing satisfaction among social media users.

5 Unexpected Content Marketing Benefits of B2B Podcasting

The Content Marketing Benefits of B2B Podcasting

We all know by now that podcasting is a fantastic content marketing tactic, right?  To review: 

  • Over 81 million people listen to podcasts (Edison Research)
  • 80% finish the majority of every episode on their favorite podcasts (Edison Research)
  • Most people who listen to one podcast are likely to pick up more (Edison Research)

In other words, there’s an enormous audience out there, ready to spend multiple hours with your quality content. And now they can get your episodes right on the Google results page.

So, since you’re ready to start your podcast anyway, how can you use it to elevate the rest of your content marketing efforts?

What’s Missing In Your B2B Marketing Strategy? 5 Key Elements You Don’t Want to Overlook

A car engine without a water pump. A baseball team without a shortstop. A guitar without a D string.

All it takes is one missing piece to prevent something from working as it should. Your B2B marketing strategy might excel in certain areas, but a single overlooked element can cause results to stall out. 

I’m not talking about tactics here, because those can vary on a case-by-case basis. But there are specific considerations and focal points that ought to exist in pretty much every marketing strategy, and if we fail to account for them we are doing ourselves a disservice.

This isn’t a matter of covering bases or checking boxes. This is about thinking through your marketing approach holistically to set it up for sustainable growth. If any of the following aspects are amiss for your team at a strategic level, I highly recommend addressing them.

Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More

2019 September 20 MarketingCharts Chart

About 1 in 4 Consumers Say They’ve Made A Purchase After Hearing A Podcast Ad
Roughly a quarter of consumers have made a purchase after being exposed to a podcast ad, and about one in three say they find podcasts ads to be more engaging than other formats, according to newly-released survey results. MarketingCharts

Poor Data Quality: Marketers Waste 21 Cents Of Every Dollar Spent On Media
Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data, two of the findings in a new report about marketing data quality. MediaPost

B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b

Jay Baer Interview B2B Marketing

It was back in 2010 at SXSWi that I was in the blogger lounge networking with other social media savvy content creators and thought leaders like Brian Solis, Chris Heuer, Amber Naslund, Chris Brogan and Rohit Bhargava, when I met a fellow marketer who shared a metal bottle opener as his business card.

What a brilliant idea! Package your identity around something useful to trigger conversations.

Fast forward to 2019 and Jay Baer has continued to carry that message of utility, talk triggers and clever marketing savvy to his online media empire of Convince & Convert that includes an award winning blog, a network of podcasts, professional speaking, training and consulting.

5 Top B2B Brands Maximizing LinkedIn Engagement

Group of businesspeople image.

With more than 645 million users in over 200 countries, LinkedIn* has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services.

LinkedIn has released scores of new features over the past several years that have helped it remain the foremost social media platform for professional business users.

It’s also increasingly become a destination for all manner and size of brands, and users looking for an experience markedly different from that offered by Facebook, Twitter, and Instagram.

Since LinkedIn has rolled out so many new tools for brands to maximize their engagement on the Microsoft-owned platform, let’s take a look at how five large primarily B2B companies are connecting with audiences through the myriad of page, group, and showcase page options LinkedIn now provides.

Tales from the Trenches: How to Transition from Marketing Doer to Marketing Leader

I was roughly five years into my marketing career when I began managing my first direct report. It was the biggest challenge I faced yet. I was now being evaluated on the actions, successes, and failures of another person—and I also knew it was my responsibility to give them the support and tools they needed to have more successes than failures.

I felt as if I didn’t know how to influence, motivate, or persuade another person. But I was given the opportunity to try and to learn. I had a great group of bosses, mentors, and peers giving me advice, listening to my concerns or wins, and allowing me to make mistakes.

Trust Factors: Why Your Brand Should Take a Stand with Its Marketing Strategy

Earlier this year, Salesforce made waves by announcing a policy that compelled retailers to either stop selling military-style rifles and certain accessories, or stop using its popular e-commerce software. 

For a massive brand like this to take such an emphatic stand on a divisive social issue would’ve been unthinkable not so long ago. But in today’s world at large, and consequently in the business and marketing environments, it’s becoming more common. This owes to a variety of factors, ranging from generational changes among consumers to a growing need to differentiate. 

But, like so many other trends and strategies we see emerging in digital marketing, I think it mostly comes back to one overarching thing: the trust factor.

Digital Marketing News: Google Phases Out Search Console & Adds Bidding Options, Marketing Business to Gen Z, Instagram Post Study & More

2019 September 13 Campaign Monitor Chart

The rise of Spotify as an advertising channel
Spotify has over 217 million users, and the music and podcasts they increasingly listen to have brought greater attention from marketers. ClickZ takes a look at how marketers are embracing Spotify for advertising. ClickZ

Ad Revenue Holds Steady Despite Recession Worries
Digital advertising spending was up nearly 20 percent in the second quarter of 2019, according to newly-released study data that also highlights the comparatively greater number of small-to-medium size firms using digital versus traditional formats. Broadcasting & Cable

Google’s First-Price Auction Switch Is Making Header Bidding Partners Win More
Google has moved to implement a full launch of its previously-announced unified first-price ad auctions, a move that will take place in the coming weeks, bringing new options for digital marketers who use Google Ad Manager. AdExchanger