Lane Ellis

Lane Ellis

Digital Marketing News: Brand Trust, B2B Content, LinkedIn’s Rising Engagement, Digital Video Ad Spend Growth, & More

Lane Ellis on May 3rd, 2019     Online Marketing News

2019 May 3 MarketingCharts Chart

B2B marketers acknowledge the need for quality content
72 percent of B2B marketers intend to create more social content over the next 12 months, and 98 percent see the performance of content marketing as justifying its cost — two of many insights containing in newly-released report data. CMO.com

LinkedIn Engagement Continues to Rise, According to Latest Update from Microsoft
LinkedIn (client) saw revenue growth of 27 percent for the quarter, a 24 percent increase in on-platform sessions, and record engagement and job posting levels, according to recently-released report data from parent company Microsoft. Social Media Today

Lane Ellis

Why Digital Asset Management Matters in B2B Marketing

Lane Ellis on Apr 30th, 2019     B2B Marketing

Businesswoman working in an office brainstorming digital asset management ideas.

You’ve probably heard of digital asset management, with its amusing DAM abbreviation, but do you know precisely what it is? Did you know that it can be revolutionary to any business in either the B2B or B2C landscape?

DAM technology helps organizations and individuals increase efficiency, save time, and future-proof their work. Let’s look at the world of DAM, how it works — what it offers, who some of the major players are, and how you can find the right software match for your business.

Just What is Digital Asset Management, Anyhow?

Robot with magnifying glass looking at file folders image.
Digital assets are simply any computer files, stored anywhere — whether on your phone, tablet, desktop, network, or in the cloud:

  • Images
  • Videos
  • Text files
  • Multimedia files such as PDFs and PowerPoints
Lane Ellis

Digital Marketing News: Twitter’s Hidden Replies, LinkedIn’s Reactions, Google’s Image Increase, & Facebook’s Ad Manager Refresh

Lane Ellis on Apr 26th, 2019     Online Marketing News

2019 April 26 MarketInspector Chart

Twitter to launch a ‘hide replies’ feature, plus other changes to its reporting process
In June Twitter plans to launch an experimental feature to hide certain replies, and a handful of other new changes the firm says are designed to help make conversations on the platform more productive. TechCrunch

Facebook gives Ads Manager a design refresh and launches new cost cap bidding strategy
Facebook advertisers and users of the firm’s Business Manager platform will see new layout changes and features, including streamlined Ads Manager navigation and tools to improve new client on-boarding, Facebook recently announced. Marketing Land

LinkedIn Is a Newcomer to the Reactions Game, With 4 Options Joining Its Like Thumbs-Up
Over the coming months LinkedIn (client) will roll out a slew of new user content reaction options to the professional platform, including expressions of curiosity, love, and celebration, the firm recently announced. Adweek

Lane Ellis

Dare to Be Different: 5 Fresh Examples of Innovative B2B Content Marketing

Lane Ellis on Apr 24th, 2019     B2B Marketing

Rainbow umbrella in mass of black umbrellas image.

In a sea of the same old boring black B2B umbrellas, some marketers have unfurled their rainbow parasols and risen above the content marketing crowd. Read on to find and learn from five fresh examples of how daring to be different can lead to innovative and award-winning B2B content marketing.

Using a wide variety of savvy marketing elements including interactive digital storytelling, expert insight, micro-sites, quiz tools, personalized data, psychometric research, artificial intelligence (AI), video, online collaboration, live events, corporate social responsibility (CSR), influencer marketing and more, these campaigns show how B2B firms are successfully using tactics traditionally associated more with B2C.

Savvy B2B marketers know creating campaigns that stand out in today’s rapid-fire barrage of digital messages is more challenging than ever, yet as we’ll see from the stellar content marketing examples below, when done well the results can be outstanding.

Lane Ellis

Digital Marketing News: Influencers Try Escapex, Gating B2B Content, YouTube’s Quality Watch Time, & Pinterest Conversions

Lane Ellis on Apr 19th, 2019     Online Marketing News

2019 April 19 StatusBrew Chart

Google-Backed Study Finds People Willing To Trade Sensitive Data For Personalized Media
More than a quarter of U.S. and U.K. consumers are willing to share some location, purchase history, and banking information with smart voice assistants, while 46 percent are also willing to share their media usage history, according to new survey data from Google and the National Research Group (NRG). MediaPost

Using Trust as the Driving Force Behind Marketing Strategies
61 percent of millennials are concerned about global conditions and feel personally responsible for making a difference, one of several signals of increasing opportunities for greater trust and brand integrity in marketing, and Adweek takes a close look. Adweek

Lane Ellis

Why Twitter Lists Are Still a Great Tool for B2B Marketers

Lane Ellis on Apr 17th, 2019     Twitter

Segments of citrus fruit image.

B2B marketers can benefit in numerous ways by taking full advantage of the power of Twitter lists. Whether it’s showing respect for and nurturing prospective clients, engaging current clients and fans, or helping to build trust in marketing, smartly putting Twitter’s many list features to use offers potentially large and oftentimes overlook advantages.

Twitter By the Tape

Why should B2B marketers care about using Twitter? Here are some recent statistics:

  • With over 321 million monthly active users worldwide including 66 million is the U.S., Twitter is among the top tier of social media platforms (Statista)
  • Twitter’s fourth-quarter 2018 revenue reached $909 million
  • Advertising revenue climbed to $791 million, a 23% increase for the quarter
  • 85% of B2B marketers use Twitter to distribute content (Statusbrew)
Lane Ellis

LinkedIn’s List of 24 B2B Marketers You Need to Know

Lane Ellis on Apr 15th, 2019     B2B Marketing, Online Marketing, Social Media

LinkedIn’s 24 B2B Marketers You Need to Know

In honor of it’s fifth anniversary, LinkedIn has released a revamped edition of The Sophisticated Marketer’s Guide to LinkedIn. The eBook features a powerful array of digital marketing smarties, each who shared their insights and practical advice on how to get the most out of LinkedIn—from optimizing your profile to expanding your network.  The TopRank Marketing team was privileged to work with LinkedIn team to identify, engage, and gather fresh insights from these brightest marketing minds.

If you’re anywhere near the B2B marketing world, social selling or recruiting, getting to know LinkedIn is more essential today than ever. Why? Check out these statistics:

  • With over 610 million members in over 200 countries and territories, more than 1 out of every 3 professionals worldwide is on LinkedIn.
Lane Ellis

Digital Marketing News: B2B’s AI Questions, Marketers Struggle with Personalization, Nielsen’s Neuroscience, & Brands Try Twitch

Lane Ellis on Apr 12th, 2019     Online Marketing News

2019 April 12 Pew Chart

Corporate America can’t afford to ignore Gen Z
U.S. Gen Z members tend to spend their money with businesses that align with their values, respond positively to autonomous sensory meridian response (ASMR) advertising, and prefer online subscription and customization, according to new research survey data of interest to digital marketers. BNN Bloomberg

Why More and More Brands Are Getting Into the Streaming Game on Twitch
Twitch, which Amazon acquired in 2014 for $970 million, has seen increasing numbers of brands advertising on the streaming platform, and recently some have been moving from traditional ad formats to the in-game action itself, a new area of opportunity for digital marketers. Adweek

Lane Ellis

20 Podcasts To Elevate Your B2B Marketing

Lane Ellis on Apr 10th, 2019     B2B Marketing

Woman rock climber scaling roof over water and sky image.

Gaining insight, advice, and new perspectives from top B2B marketing industry leaders is an incredible way to help scale your marketing skills and efforts to new heights. And podcasts, which are exploding in availability and popularity, can be a fantastic medium for getting access to those talented and seasoned industry leaders.

From the emerging B2B marketing trends to heartfelt stories of life’s great successes and bitter failures, there is so much we can learn by listening to people who have persevered and thrived. And lucky for you, we’ve compiled 20 of the best podcasts for B2B marketers right here.

via GIPHY

Lane Ellis

Digital Marketing News: Online Ad Spend’s Speedy Growth, Google’s Podcast Transcriptions, & Adobe’s LinkedIn Push

Lane Ellis on Apr 5th, 2019     Online Marketing News

2019 April 5 Buzzoole Chart

Adobe, Microsoft to take on Salesforce’s marketing software, with LinkedIn as a weapon
Adobe* and Microsoft have joined forces to better compete against Salesforce.com in the sales and marketing software arena, with the LinkedIn* platform’s recently-expanded targeted audience advertising featuring heavily in the new alliance. Reuters

What CMOs Are Focusing On in 2019 [Infographic]
74 percent of CMOs plan to encourage peer engagement and the transfer of knowledge among talent, while improving digital marketing capabilities and boosting go-to-market processes are the most important agenda items for 2019, according to newly-released research data from the CMO Council. MarketingProfs

What the Numbers Say About Mobile’s Place in B2B Marketing
The opportunity for more mobile-friendly B2B content is ripe for progressive B2B marketers, especially those working to offer greater trust and understanding, according to research of interest to digital marketers from MarTech Advisor. MarTech Advisor

Lane Ellis

Digital Marketing News: LinkedIn’s Lookalike Launch, B2B’s Social Responsibility, & Twitter’s B2B Crackdown

Lane Ellis on Mar 29th, 2019     Online Marketing News

2019 March 29 LinkedIn Chart

LinkedIn Announces New Data Partnership with Adobe to Improve Ad Targeting
LinkedIn announced a new partnership with Adobe that will bring a greater selection of LinkedIn’s (client) account-based marketing features to users of Adobe Experience Cloud, and expand ad targeting with Marketo Engage and Microsoft Dynamics 365 for Sales. Social Media Today

The Colossal Amount of Time Spent Consuming Media May Finally Be Flatlining, According to Nielsen Report
U.S. adults are still spending an average of 10 and a half hours consuming media — the same as in 2017 and 2018 — a signal that consumption time has plateaued, according to newly-released report data from Nielsen. Adweek

Lane Ellis

Unconventional B2B Marketing: 5 Of The Most Woke Marketers

Lane Ellis on Mar 27th, 2019     B2B Marketing

Bearded punk man in glasses with purple hair image.

Five of the most unconventional marketers are infusing a punk rock ethos and energy into their marketing efforts—and B2B marketers and brands should take notice.

The examples we’ve lined up here skirt the marketing norms and represent unconventional marketers who shoot for the moon and win. Using wit, humor, bold actions, and tales of death-defying feats, lessons from these marketers may just inspire you to push beyond boring and into breathtaking territory.

With messaging and tactics that might seem more at home in the mosh pit than the corporate boardroom, these marketing revolutionaries are dead set on breaking free of boring by replacing stodgy campaigns or yawny white papers with marketing messages that would have made Joey Ramone wail a speedy “Hey! Ho! Let’s Go!” and “Gabba Gabba Hey!”