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Lane Ellis

B2B Marketing News: B2B Ad Spending Sizzles, Salesforce Slack Buy Complete, C-Suite Marketing Survey, & Clubhouse Opens To All

Lane Ellis
Lane Ellis on Jul 30th, 2021
Online Marketing News

2021 July 30 Demand Gen Reportl Chart

US B2B ad spend set to pass $30b in 2023, nearly half the dollars will go to digital
In the U.S. alone B2B advertising spending is expected to top $30 billion by 2023, with almost half going to digital, while display advertising spending is expected to surpass that of search advertising by 2023 — two of several insights of interest to digital marketers in newly-released forecast data. The Drum

Salesforce completes $27.7B Slack acquisition
Salesforce has put finishing touches on its $27.7 billion acquisition of business communication platform Slack, with the now-official purchase set to combine Salesforce’s data platform Customer 360 with Slack, Salesforce recently announced. Venture Beat


B2B Marketing News: B2B Ad Spending Sizzles, Salesforce Slack Buy Complete, C-Suite Marketing Survey, & Clubhouse Opens To All

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5 Ways the Pandemic Has Forever Changed the Voices & Visions of B2B Marketing

Lane Ellis
Lane Ellis on Jul 28th, 2021
B2B Marketing

Black businessman in colorful suit jumping with marketing joy against yellow background image.

How has B2B marketing changed forever during the pandemic?

The voices and visions of B2B marketing have been forced to shift over the past few years, as have many of the goals and methods we strive for and use to connect with our current and potential customers.

Some of these changes are subtle while others are decidedly not, yet each brings with it both new opportunities for embracing the future of B2B marketing along with risks for those who don’t heed the call when the winds of digital change shift.

Let’s take a look at five of the most substantial changes in B2B marketing that the pandemic has driven, and explore new insights that can inform and inspire your efforts in the push towards 2022 and beyond.


5 Ways the Pandemic Has Forever Changed the Voices & Visions of B2B Marketing

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B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns

Lane Ellis
Lane Ellis on Jul 23rd, 2021
Online Marketing News

2021 July 23 Sprout Social Chart

US influencer spending to surpass $3 billion in 2021
An increase of over 33 percent in influencer marketing spending is expected for 2021 — reaching $3.69 billion — recently-released forecast data shows, with a 12.2 percent rise predicted for 2022 and 11.5% in 2023, climbing to $4.62 billion, according to the forecast. eMarketer

Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products
As many as 95 percent of businesses aren’t presently in the market for most services and goods, however not in all sectors, according to newly-released data from client LinkedIn and its LinkedIn B2B Institute. Marketing Week examines the data, and interviews Jann Martin Schwarz, global head of the LinkedIn B2B Institute, on targeting long-term B2B marketing goals and more. Marketing Week


B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns

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Digital Diamonds: 5 Multifaceted Tactics To Boost Your B2B Marketing Clarity & Commitment This Summer

Lane Ellis
Lane Ellis on Jul 21st, 2021
B2B Marketing

A diamond aside a laptop image.

How is successful B2B marketing like a master jeweler working with diamonds of the digital marketing variety?

Diamonds are forever, as the 1971 James Bond film and its title song made famous, and with the archival global power of the web, your B2B marketing efforts are also likely to endure — so why not strive to make them truly memorable?

Also like diamonds, B2B marketing is a multifaceted endeavor.

Let’s explore five enduring tactics that can help you achieve B2B content marketing clarity and create your own digital marketing diamonds.

1 — Achieve Content Marketing Clarity

via GIPHY

Bring diamond-like clarity to your B2B content marketing by identifying and focusing on the heart of your effort’s primary goal.


Digital Diamonds: 5 Multifaceted Tactics To Boost Your B2B Marketing Clarity & Commitment This Summer

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B2B Marketing News: B2B MarTech Spending On The Rise, More Brands Turn To Personalized Content, Microsoft’s New Multimedia Ads, & The Power Of B2B Storytelling

Lane Ellis
Lane Ellis on Jul 16th, 2021
Online Marketing News

2021 July 16 MarketingCharts Chart

Twitter’s Fleets Format To Disappear, Just Weeks After Ads Test Commenced
Twitter has abandoned its Fleets feature that automatically deleted messages in the format after 24 hours, noting that the format and its accompanying full-screen vertical ads, hadn’t performed as well as initially envisioned, the firm recently announced. MediaPost

Digital to power a 10.4% recovery in global ad spend
Global digital advertising spend will ascend to $311 billion to hit 15.6 percent growth in 2021, according to newly-release forecast data from Dentsu, the firm recently announced. Social ad spending is expected to rise even more swiftly at 23 percent, with video ads predicted to rise by 17 percent, according to the forecast data. The Drum


B2B Marketing News: B2B MarTech Spending On The Rise, More Brands Turn To Personalized Content, Microsoft’s New Multimedia Ads, & The Power Of B2B Storytelling

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Productivity Pulsars: Blast Into Orbit With 5 Efficiency Boosters For B2B Marketers

Lane Ellis
Lane Ellis on Jul 14th, 2021
B2B Marketing

Purple interstellar galaxy of B2B marketing efficiency boosters image.

How can B2B marketers boost content creation productivity and avoid that dreaded black hole of inefficiency?

As TopRank Marketing chief executive and co-founder Lee Odden said in 2018 in 16 Ways to Be More Efficient with Content Creation, “Without additional budget or writing resources, the most practical way to squeeze out more content creation productivity is by being more efficient,” and the same may be even more true today in 2021.

There’s no denying that better efficiency offers benefits in many areas of a B2B marketer’s work, so we wanted to share some of the galaxy’s top tactics, methods, and tips to improve your productivity through efficiency as we make the push through the rest of 2021 and plan ahead for 2022.


Productivity Pulsars: Blast Into Orbit With 5 Efficiency Boosters For B2B Marketers

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B2B Marketing News: B2B Marketing & Sales Exec Brand Study, LinkedIn’s Marketing Diversity Insights, & Instagram’s New Link Options

Lane Ellis
Lane Ellis on Jul 9th, 2021
Online Marketing News

2021 July 9 LinkedIn Chart

Buoyant B2B: Firms Stress Marketing As They Enhance Their Brands
59 percent of B2B marketing and sales executives say their businesses are active in social media, while 39 percent of employees say that they don’t understand their companies’ brands, according to newly-released survey data of interest to digital marketers. MediaPost

What Makes A Brand Best-in-Class on Social?
47 percent of U.S. consumers said that strong customer service made for best-in-class brand social media communication, followed audience engagement with 46 percent, transparency at 44 percent, and creating memorable content at 39 percent, according to recently-released social media survey data. MarketingCharts

Facebook is testing drastic changes to Instagram to make it more like TikTok
Facebook has begun testing changes including full-screen video and more immersive experiences for its Instagram platform, in a move aimed at bringing more entertaining and mobile-first video experiences that better compete with TikTok, the social media giant recently announced. CNBC


B2B Marketing News: B2B Marketing & Sales Exec Brand Study, LinkedIn’s Marketing Diversity Insights, & Instagram’s New Link Options

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11 Ways Top B2B Marketers Are Breaking Free of Boring B2B

Lane Ellis
Lane Ellis on Jul 7th, 2021
B2B Marketing

Black Woman Breaking Through A Yellow Wall Image

How can B2B marketers in 2021 break free from conventional and oftentimes boring B2B efforts?

We’re fortunate to have 11 takes on this important topic from some of the top subject matter experts in B2B marketing, with a wide range of insight on how marketers can smash through traditional boring-to-boring marketing.

Our third season of the Break Free B2B Marketing series of video interviews has given us a new group of experts, influencers, and future-thinkers all gathered for one purpose: sharing the ways they’ve broken free and how you can do the same for yourself, your brand, and your business.

Let’s jump right in and see how 11 influential voices in B2B marketing go about breaking through, with actionable tactics you can implement in your own marketing efforts as we head toward 2022.


11 Ways Top B2B Marketers Are Breaking Free of Boring B2B

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B2B Marketing News: B2B Demand Gen KPI Study, Edelman Trust Barometer, Instagram Gets Desktop Posting, & Gen Z For B2B Brands

Lane Ellis
Lane Ellis on Jul 2nd, 2021
Online Marketing News

2021 July 2 MarketingCharts Chart

Edelman Trust Barometer special report: Brands must be agents of societal change, say consumers
63 percent of consumers say they are more attracted to brands that focus on making the world a better place, while 78 percent said they believe their influence goes beyond the consumer experience to business operations — two of several statistics of interest to digital marketers in newly-released survey data from Edelman’s Trust Barometer report. PRWeek

Most Demand Gen Marketers Hit Their KPIs in 2020
43 percent of B2B demand generation marketers say they met their original key performance indicators (KPIs) in 2020, with 35 percent topping their original targets, according to recently-released survey data. The survey also showed that 18 percent expect their demand gen budgets to significantly expand in the coming 12 months, with 49 percent expected some budget growth. MarketingCharts


B2B Marketing News: B2B Demand Gen KPI Study, Edelman Trust Barometer, Instagram Gets Desktop Posting, & Gen Z For B2B Brands

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Mindful Marketing: 5 Uncommon Ways To Work With B2B Influencers

Lane Ellis
Lane Ellis on Jun 30th, 2021
B2B Marketing, Influencer Marketing

Businesswoman in wild glasses against an unusual orange striped background image.

What are some uncommon ways B2B marketers can successfully work with influencers?

One of the many advantages of working with subject matter experts (SMEs) who are influential in their industry is the sheer variety of ways that marketers can collaborate to build a mutually beneficial partnership.

While we’ve explored many of the traditional ways B2B marketers often work with influencers, we wanted to take a look at a few of the unusual ways collaboration is taking place.

Let’s dive right in, with examples from both SMEs and marketers who’ve implemented uncommon takes on the B2B influencer partnership that can help inspire your own influencer programs.

1 — From Influencer to Long-Term Friendship

ChrisPenn


Mindful Marketing: 5 Uncommon Ways To Work With B2B Influencers

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B2B Marketing News: Brand Social Media Expectations Study, Google Postpones Cookie Changes, & B2B Buyer Behavior Report

Lane Ellis
Lane Ellis on Jun 25th, 2021
Online Marketing News

2021 June 25 Sprout Social Chart

Google delays blocking third-party cookies in Chrome until 2023
Google has announced that it will postpone its previously-announced abandonment of third-party tracking cookies in its Chrome web browser, a change that will now not take place until 2023, the search giant has revealed. The postponement has given marketers additional time to work on and implement alternative tracking methods. The Verge

US ranks last among 46 countries in trust in media, Reuters Institute report finds
29 percent of U.S. consumers say they trust the news media, a figure that is the lowest of any nation in the newly-released annual report from Reuters Institute for the Study of Journalism at Oxford. The report also showed that the pandemic has brought about rapid adoption of new digital consumption behaviors, among other insights of interest to digital marketers. The Poynter Institute


B2B Marketing News: Brand Social Media Expectations Study, Google Postpones Cookie Changes, & B2B Buyer Behavior Report

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Social Significance: Why B2B Brands Value Social CX & Are Spending More

Lane Ellis
Lane Ellis on Jun 23rd, 2021
B2B Marketing, Social Media

B2B marketers strategizing around a table image.

Why are B2B brands placing greater value on social media, and why are they willing to spend more than ever before on social customer experience (CX)?

New digital marketing research reveals why B2B brands are finding a renewed passion for the expanding benefits of social media, and why they are becoming more willing than ever to spend more for the competitive advantages that social CX offers.

Let’s take a look at some of the latest report and survey data, and see how B2B brands are changing their social media strategies and outlook.

1 — Social Helps B2B Brands Meet Customer Expectations

A new report from Sprout Social reveals how customer expectations have evolved for the brands that they follow on social media.


Social Significance: Why B2B Brands Value Social CX & Are Spending More

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