Caitlin Burgess

Caitlin Burgess

Q1’s a Wrap, B2B Marketers: Where We’ve Been & What’s Next in 2019

Caitlin Burgess on Apr 4th, 2019     B2B Marketing, Digital Marketing

Q1 Digital Marketing Recap

We made it, B2B marketers. Spring is finally in the air and Quarter 1 is officially a wrap. Take a moment to bask in your individual, team, and business successes—you earned it.

As is tradition, in just a few short months the digital marketing industry has experienced some newsworthy shifts—from a big Google algorithm update in March to a host of new targeting and advertising features across several platforms.

To build on the Q1 successes we just celebrated—and take full advantage of new opportunities—let’s take a look back at what 2019 has gifted us so far.

What’s new and worth paying attention to? What opportunities and challenges have arisen? And what do we all need to keep in mind as we move into and beyond Q2? Let’s dive in.

Caitlin Burgess

Once Upon a Time: Storytelling in Today’s B2B Content Marketing Landscape

Caitlin Burgess on Mar 20th, 2019     B2B Marketing, Content Marketing

Everything—no matter how innocuous or dated—had its use. It was a mantra he lived by. Born in 1946 to an Irish immigrant father and an American mother of French-Canadian descent, his parents’ coming of age was marked by the Great Depression plus decades of war.

Unsurprisingly, this meant that his parents, Pat and Stella, were more than practical when it came to purchases and investments. They were intentional. They were frugal. It was “waste not, want not.” And they never threw anything away—a way of life that he held on to long into adulthood.

But one day, Pat and Stella’s hoarding and his resulting belief that everything was useful, changed my life.

Caitlin Burgess

The Intersection of SEO & Influencer Marketing: What B2B Marketers Need to Know

Caitlin Burgess on Mar 12th, 2019     B2B Marketing, Influencer Marketing, SEO

The Intersection of SEO & Influence

Peanut butter and jelly.

Milk and cookies.

Steak and potatoes.

Wine and cheese.

Bread and butter.

SEO and influencer marketing.

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All of these exceptional pairings have something special in common: They work together.

Now, I know what you’re thinking. And I get it. From red or white to pungent or salty, there are several incredibly important variables to consider when crafting the perfect wine and cheese combo.

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For real, though. Integration is key for B2B content marketing success. But some tactics and strategies seem like natural fits, while others seem a bit mismatched. If you feel like SEO and influencer marketing fall into the latter category, it might be time to flip your thinking.

Caitlin Burgess

The Real Value of Martech & Automation? The Humanization Potential, According to Liz Cope

Caitlin Burgess on Mar 1st, 2019     B2B Marketing, Marketing PR Conferences

Liz Cope at B2BMX

Standing before a room of eager-to-learn marketers at B2B Marketing Exchange, Liz Cope, Director of Marketing Technology and Operations at Ingersoll Rand, was an open, honest, vulnerable … human.

“This is so embarrassing,” she said, admitting that some fundamental marketing functions were missing the mark at her multi-billion-dollar company.

Liz’s candor helped audience members feel right at home and not alone. After all, we’ve all been disappointed to learn that one of our core marketing functions or strategies needed to be reworked, rebooted, or reimagined entirely. Her candid approach also tied well into her session’s theme: Martech, Process and People: Humanizing the Journey to Channel Transformation.

Liz’s presentation was robust, detailing key technologies, processes, and the organizational structure she and her team have put in place to transform their channel marketing strategy. But her message was simple: Automate to humanize.

Caitlin Burgess

Sales & Marketing Alignment: Shahid Javed Shares How to Go from Hate to Love in 60 Days

Caitlin Burgess on Feb 28th, 2019     B2B Marketing, Marketing & PR Industry

It’s a tale as old as time. The marketing team is hyper-focused on awareness campaigns, events, and driving more leads to fill the funnel. Meanwhile, the sales team is hyper-focused on meeting sales and revenue goals, and nurturing relationships to empty the funnel.

These two teams occupy two very different functional areas within a company. They’re moving at completely different speeds. They’re operating under their own rules. And as a result, there’s tension, misunderstanding, and even … hate.

But according to Shahid Javed, Director of Enterprise Marketing for Hughes Network Systems, B2B marketers can be change agents here. They can give and get love from their sales teams. And they can do it in as little as 60 days.

Caitlin Burgess

Bye-Bye Boring B2B: Lee Odden Shows B2BMX Attendees the Power of Interactive Influencer Content

Interactive Influencer Content Marketing

Quick question, B2B marketers: How many of you wake up feeling like this about your B2B content?

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Not so much? Hey, it’s OK. You’re a passionate and proud B2B marketer. But finding a way to create exciting, inspiring, infotaining content that connects with your audience is hard work. After all, B2B isn’t innately sexy—it’s booooooring. Oh, and between content overload, changing consumer preferences for personalization, and diminishing audience trust, it’s increasingly hard to capture and keep attention.

So, here’s another question: Are you ready to say bye-bye to boring content and hello to exciting, inspiring, and infotaining content experiences?

Yes so much? Good. Because, as TopRank Marketing CEO Lee Odden told a packed room at B2B Marketing Exchange this week, you can.

Caitlin Burgess

How B2B Marketers Can Make the Most of Interactive Content Tools

Caitlin Burgess on Feb 26th, 2019     B2B Marketing, Content Marketing, Interactive Marketing

How to Make the Most of Interactive Content Tools

Informative. Engaging. Entertaining. Inspiring. Interactive content is a rising B2B marketing star, allowing brands to break free of their “boring-to-boring” reputations to give their audiences bold, beautiful, badass experiences.

And to make it increasingly easy for B2B content marketers to deliver those interactive experiences, interactive content tools—from simple web-based tools to robust platforms—have proliferated.

But here’s the thing: From upping marketing efficiency to collecting unique audience data insights, the beauty and utility of many interactive content tools extends well beyond content creation and delivery.

So, if you truly want to make the most of your interactive content investments, you should take care in making the most of your tools of choice. How? Here are a few tips.

Caitlin Burgess

Why Always-On Is Always Better for Driving B2B Influencer Marketing Success

Caitlin Burgess on Feb 19th, 2019     B2B Marketing, Influencer Marketing

Show of hands: How many of us brush our teeth at least twice a day? All of us? Great.

Now, a follow up question: Why?

The reasons are numerous, right? We care about maintaining our hygiene on a daily basis. We want to keep our smiles bright. We need to defend against offensive bad breath. We want to ensure the long-term health of our teeth, gums, and mouths. And, mostly, we want to successfully avoid pricey and painful dental work now and in the future.

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The moral here? With consistency and commitment we reap both short- and long-term benefits—and avoid a whole lot of pain. And the same is true when it comes to B2B influencer marketing.

Caitlin Burgess

For Our Marketing Team, These 7 Super Awesome Commercials Are Big Winners

Caitlin Burgess on Feb 5th, 2019     Content Marketing, Digital Marketing

Our Favorite Super Bowl 2019 Ads

It’s an absolute phenomenon.

According to the sacred laws of modern television, digital, and on-demand viewing, consumers spend a whopping 364 days a year actively avoiding advertising and marketing messages.

From strategic bathroom breaks and the embracing of alternative, bingeable entertainment channels to the installation of ad-blockers, consumers want to avoid unsanctioned commercial interruptions—whenever and wherever they’re enjoying content.

But when Super Bowl Sunday rolls around, it’s Opposite Day—and for a few glorious hours, we’re on the edge of our seats with excited anticipation of the next ad to dance across the screen. It’s the Super Ad Bowl.

For the average consumer, this phenomenon is simply an entertainment tradition. For marketers, it’s a series of case studies in marketing storytelling, creativity, and boldness in action.

Caitlin Burgess

Content Marketing Gold Rush: How to Unearth Content Gold at Marketing Industry Events

Caitlin Burgess on Jan 30th, 2019     Content Marketing

The promise of professional growth. The excitement of striking new connections. The anticipation of hearing and learning from industry legends and up-and-comers. The marketing industry conference and event circuit is an absolute gold mine of opportunity.

What’s one of our favorite ways to strike-it-rich at any industry event? Panning for content gold.

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The content marketing gold rush that started roughly a decade ago has content marketers stamping, picking, drilling, and grinding away at content creation so they can break-ground with their audience and fend off the competition. And industry events can be boomtowns, not only allowing you to make the most of your time, budget, and resources—but also ideate, create, amplify, and repurpose compelling content that will resonate with your audiences.

Caitlin Burgess

How Can B2B Brands Benefit from Collaborating with Influencers? Let’s Get the Scoop from the Experts

Caitlin Burgess on Jan 24th, 2019     B2B Marketing, Influencer Marketing

Top Benefits of Influencer Collaboration

Spokespeople. Brand advocates. Experts. Sponsors. Thought Leaders. Influencers. Call them what you will, but leveraging the voices, expertise, appeal, and reach of influential people has been a standard marketing and advertising practice for at least a century. In the B2C realm, that is.

As TopRank Marketing CEO Lee Odden recently pointed out: “B2B brands are running a little behind B2C in terms of influencer marketing sophistication and have not been investing as much in technology, staff or the influencers themselves.”

In fact, recent research shows that an impressive 48% of B2C influencer programs are ongoing, however, just 11% of B2B influencer programs are always-on. But on the flip side, research also shows that interest and commitment are growing. In fact, 65% of multinational brands will increase influencer marketing spending in the next 12 months, reaching $10 billion over the next five years.