Caitlin Burgess

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     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     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     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     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.

Caitlin Burgess

The Content Marketer’s Toolbox: 3 ‘Real-Life’ Tools for Gaining Insight, Inspiration, & Amplification

Caitlin Burgess     Content Marketing

The Content Marketer’s Toolbox of Non-Tech Tools

In the modern content marketing age, leveraging a diverse set of tools is par for a successful marketing course. Tools help unlock insight. Tools help capture attention and reach. Tools help drive efficiency. Tools help you measure, analyze, and optimize for better success.

The simple truth is: Every content marketer needs a robust toolkit that’s tailored to their unique business and marketing needs—but that toolkit doesn’t begin or end with your martech stack. Uh-oh-oh.

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There’s no denying the importance that marketing technology plays in today’s ever-changing and sometimes tumultuous digital landscape. But your toolbox needs more than software. It also needs more tangible, real-life tools to help you uncover the context and insights that can help you be more effective (and help you use martech tools more effectively).  

Caitlin Burgess

From Our Marketing Family to Yours, Happy Holidays, Marketers!

Caitlin Burgess     B2B Marketing, Digital Marketing

It’s the most wonderful time of the year. The smell of pine, cinnamon, and fresh-baked cookies are in the air. The jingle bells are ring-ting-tingling. And we’re all reflecting on months past and looking ahead to what the new year will bring.

2018 was quite a year for the TopRank Marketing team. We had the pleasure of working with an incredible book of clients—both longtime partners and new favorites. We welcomed new incredibly smart and talented team members, and said goodbye to some who went on to make their marks on different industries and brands. And 2019 looks awesomely bright, as we gear up for more projects and grow our team.

To celebrate the year, the holiday season, and each other, the TopRank Marketing team enjoyed a few days of festive fun. Take a peek!

Caitlin Burgess

TopRank Marketing’s Top 6 B2B Social Media Marketing Predictions & Trends to Watch in 2019

Caitlin Burgess     Social Media

Social Media Marketing Trends & Predictions for 2019

That magical time of year has come once again, B2B marketers. As the end of the year draws near, we’re reflecting on what has come to pass and looking ahead to what is yet to come. We’re setting goals. We’re shaking up strategies. And we’re hoping the next year will bring more focus, insight, and success.

Undoubtedly, social media marketing is top-of-mind as we reflect and plan. From the emergence of cool new platform features to scandal and algorithm shifts, 2018 brought both opportunity and obstacles—excitement and dismay. And we expect 2019 to be no different.

So, what do B2B marketers need to keep an eye on in 2019? How will you need to adapt your social media strategies? How can you turn challenges into opportunities? Here are our top social media marketing trends and predictions for the coming year.

Caitlin Burgess

TopRank Marketing’s Top 10 B2B Content Marketing Trends & Predictions for 2019

Caitlin Burgess     B2B Marketing, Content Marketing

It’s that time of year, B2B marketers. As the holiday seasons kicks into high gear and the countdown to a new year accelerates, we all find ourselves looking into our figurative crystal balls to gauge what the new year will bring, and how we’ll improve ourselves and our content marketing strategies, capitalize on opportunities, and adapt or side-step new challenges as they come.

2018 was a big year for content marketers—from the implementation of new data privacy and security regulations like GDPR to the rise of promising new tools and technologies to enhance personalization, measurement, and data analyzation. And from our perspective, 2019 is on track to bring even bigger changes, presenting both opportunities and challenges for B2B marketers.