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Lane Ellis

Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair #MPB2B

Lane Ellis
Lane Ellis on Nov 4th, 2020
B2B Marketing, Influencer Marketing, MarketingProfs B2B Forum

Woman making heart sign with her hands image.

Rani Mani, head of global employee advocacy at Adobe* delivered an impassioned presentation filled to the brim with B2B influencer marketing insights, with a special focus on how the best influencer relationships are in essence not that different from successful personal relationships.

Rani explained how she’s come to have a love affair with influencer marketing, and shared the process she uses to help turn mere social media heavyweights into long-term and deeply-engaged Adobe advocates — a plan than can be implemented by any brand willing to put in the time, effort, and especially the passion that Rani and her team have.


Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair #MPB2B

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10 Must-See Sessions at MarketingProfs B2B Forum 2020 #MPB2B

Lane Ellis
Lane Ellis on Nov 4th, 2020
B2B Marketing, MarketingProfs B2B Forum

Woman With Illuminated Fingertips Image

MarketingProfs B2B Forum 2020 will be the center of the B2B marketing world this week, as many of the world’s leading B2B marketers gather virtually on November 4 – 5 to learn and exchange the industry’s latest research and insight.

This year’s first-ever virtual edition offer a vast array speakers and sessions relating to all areas of B2B marketing, and while we’ve already shared our handy list of “25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B,” we also want to provide you with a list of some of the sessions that we’re most looking forward to this week during #MPB2B.

Here are 10 sessions that stand out to us as must-see presentations as we head towards 2021 and beyond.


10 Must-See Sessions at MarketingProfs B2B Forum 2020 #MPB2B

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25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B

Lane Ellis
Lane Ellis on Nov 3rd, 2020
B2B Marketing

25 MPB2B Influencers Image
Each year MarketingProfs B2B Forum is filled to the brim with the latest insightful B2B marketing tactics and strategies presented by a powerhouse lineup of exceptional speakers, and this year is no different aside from the virtual element the pandemic has necessitated.

MPB2B will take place November 4 – 5, 2020 and features a stellar group of B2B marketing professionals the programming team at MPB2B has carefully assembled, in a new virtual format designed to bring you all the freshest industry knowledge without any of the screen fatigue.

Just who are the experts that MPB2B has carefully chosen for this year’s event?

To help B2B marketing professionals learn more and connect with the experts and influential speakers at this year’s event, we’ve sorted through the master list of presenters to identify 25 of the top B2B marketing social influencers to follow and learn from in 2021 and beyond.


25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B

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B2B Marketing News: B2B Content Gating Study, Social Ad Spend Soars, Facebook’s New Playable Ads, & New B2B Marketer Pandemic Response Insights

Lane Ellis
Lane Ellis on Oct 30th, 2020
Online Marketing News

2020 October 30 McKinsey Chart

Do Most B2B Marketers Gate Content? [Study]
64 percent of B2B marketers utilize gated content to obtain prospect and customer information, with some 5 percent always gating their content and 34 percent sometimes using gating, according to recently-released survey data of interest to digital marketers. MarketingProfs

Global social media ad spend jumps 56.4% in Q3
Social media advertising spending climbed 56.4 percent globally during the third quarter, while in North America the increase was even greater at 61.7 percent, and video content longer than five minutes saw 70.4 percent greater reach than that having shorter durations, according to recently-release report data. The Drum


B2B Marketing News: B2B Content Gating Study, Social Ad Spend Soars, Facebook’s New Playable Ads, & New B2B Marketer Pandemic Response Insights

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10 Horrifying Marketing Fears & How To Turn Them Into 2021 Successes

Lane Ellis
Lane Ellis on Oct 28th, 2020
B2B Marketing

Man cowering in fear behind a blanket.

What are your most daunting and horrifying marketing fears?

Have you confronted them, or are they still lurking in the dark corners of your marketing mind?

The uncertainty of the pandemic has given rise to new fears for many, and brought out long-recessed ones for others.

Luckily with all of these fears come new opportunities for tackling them, learning more about ourselves, and perhaps even becoming better marketers in the process.

Let’s take a look at some of the top fears in marketing, including examples from some of our own team, and explore how you can take action to conquer your greatest marketing fears and turn them into 2021 successes.

1 — Fear of Boring and Losing Your Audience

via GIPHY


10 Horrifying Marketing Fears & How To Turn Them Into 2021 Successes

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The State of B2B Influence Marketing – Top 10 Insights for 2021

Lane Ellis
Lane Ellis on Oct 26th, 2020
B2B Marketing, Influencer Marketing

Lee Odden B2B Influencer Marketing

What does the state of B2B influencer marketing look like now and in the future? How can B2B brands start a successful influencer program? Why is it more important than ever to approach B2B influencer marketing with an always-on influencer strategy?

Many of these questions are answered in the 2020 State of B2B Influencer Marketing Report and yet we all know the complexity and opportunity combination of influencer marketing requires further exploration. Luckily Jason Falls connected with our CEO Lee Odden for a podcast interview to explore  the answers to these questions and more, along with his most recent B2B influencer marketing insight.

After listening to the podcast, I’ve pulled out 10 of the most compelling insights about the state of B2B influencer marketing to help inspire your success in 2021 and beyond.


The State of B2B Influence Marketing – Top 10 Insights for 2021

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B2B Marketing News: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options

Lane Ellis
Lane Ellis on Oct 23rd, 2020
Online Marketing News

2020 October 16 Hootsuite Chart

Most B2B Demand Gen Pros Use Sophisticated Attribution Models
Some 43 percent of B2B demand generation buyers say that they use advanced attribution models with multiple touchpoints, while 21 percent don’t have a campaign attribution model at all, according to recently-released data surveying B2B technology marketing and demand generation decision-makers. Marketing Charts

LinkedIn Adds New Event Features, Rolls Out Video Meeting Options via LinkedIn Messages
LinkedIn has launched an array of new event-related features, along with rolling out private messaging access to video from Zoom and other virtual meeting providers, Microsoft-owned LinkedIn (client) recently announced. Social Media Today

Tubular Labs Launches Deduped Audience Ratings For Video On Facebook And YouTube
A new effort from video intelligence firm Tubular Labs aims to deliver a more standardized video viewing metric across the Facebook and YouTube platforms, with support for Instagram forthcoming, the firm recently announced in a move of interest to digital marketers. AdExchanger


B2B Marketing News: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options

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28 B2B Marketing Insights To Energize & Humanize Your 2021

Lane Ellis
Lane Ellis on Oct 21st, 2020
B2B Marketing

Colorful running shoes, water bottle, and headphones image.

What will successful B2B marketing look like in a post-pandemic world, and what can we as marketers do today to be as ready as possible?

Here are 28 quotes from some of the best in the B2B marketing business, taken from our two seasons of Break Free B2B Marketing video interview episodes, that will help keep your efforts on track, energized, and filled with the subtle humanizing elements sometimes neglected in the B2B landscape.

Keep posted for the launch of an all-new season three of Break Free B2B Marketing video interviews, and now let’s dig right in with an array of B2B marketing insights to help you prepare for a successful 2021.

1 — Hal Werner of Mitel

Hal Werner
Global Manager of Digital Marketing and Strategy
Mitel


28 B2B Marketing Insights To Energize & Humanize Your 2021

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B2B Marketing News: B2B Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act

Lane Ellis
Lane Ellis on Oct 16th, 2020
Online Marketing News

2020 October 16 MarketingCharts Chart

B2B marketers are struggling to produce enough content amid the pandemic
35 percent of B2B marketers have trouble producing the content needed to reach and engage audiences, while 68 percent are confident with their approach to content marketing, and only some 8 percent said they were able to attribute return on investment (ROI) to their content plan, according to recently-released survey data. The Drum

Google Launches Updated Google Analytics, Including Improved Reporting and Data Tracking Options
Google has given a significant overhaul to its popular Google Analytics website traffic analysis platform, adding a smarter artificial intelligence (AI)-infused approach including new insights such as churn probability and a variety of additional new predictive metrics, the search giant recently announced. Social Media Today


B2B Marketing News: B2B Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act

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50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld

Lane Ellis
Lane Ellis on Oct 7th, 2020
Content Marketing, Content Marketing World

2020 CMWorld 50 Content Marketing Influencers

The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world’s strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual.

Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.


50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld

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B2B Marketing News: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool

Lane Ellis
Lane Ellis on Oct 2nd, 2020
Online Marketing News

2020 October 2 eMarketer Insider Intelligence Chart

Facebook Is Removing Its Restrictions on Text Content in Facebook Ad Images
Facebook will be relaxing strict text-in-ad-image ratio enforcement, while still encouraging the use of images that contain text in less than 20 percent of the image’s visible area, a move that could pave the way for new more text-heavy image options for marketers. Social Media Today

Google launches a work-tracking tool and Airtable rival, Tables
Google has rolled out Tables, a utility that provides new work-tracking options for uses including customer relationship management (CRM), project management, lightweight database without coding, automation and more, the search giant’s Area 120 incubator recently announced. TechCrunch


B2B Marketing News: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool

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Your B2B Marketing Book of Life: 10 Inspiring B2B Marketing Tips From Family History

Lane Ellis
Lane Ellis on Sep 30th, 2020
B2B Marketing

miling young woman research at a library with her laptop image.

What can B2B marketers learn from family history research?

Family history research offers a surprising number of valuable lessons for marketers looking to hone existing skills and build new ones.

For starters, genealogy research can teach us about:

  • Knowing Your Marketing Roots
  • Sharpening Your Research Skills
  • Building Enduring Passion
  • Citing, Celebrating & Honoring Your Marketing Sources
  • Learning & Networking With Fellow Professionals at Industry Events
  • Adhering To Guidelines & Goalposts
  • Publishing & Preserving For Posterity
  • Sparking Interest For Future Marketers
  • Breaking Through With Hyper-Personal Relevance
  • Peering Inside Your B2B Marketing DNA

Aside from childhood school family history projects, I first stared researching my roots in earnest in 1994, and a decade later for several years I worked as a professional genealogist.


Your B2B Marketing Book of Life: 10 Inspiring B2B Marketing Tips From Family History

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