B2B Marketing Archives - B2B Marketing Blog

Mental Health in Marketing: Top Wellness Tips for B2B Marketers

Sam Kirchoff on May 16th, 2022
B2B Marketing

May is Mental Health Awareness Month. At TopRank Marketing, we care about mental health.

We care about it because we care about people: their words, their stories, their experiences. Those things matter, and in order to protect them, we have to protect the well-being of the individuals they come from.

Did you know that in the United States alone, there are over 50 million people currently experiencing some form of mental illness? You might even be one of them. If that’s the case, thank you. Thank you for getting up this morning. Thank you for reading our words. Thank you for being here.

Mental Health in Marketing: Top Wellness Tips for B2B Marketers

Triple Word Score: 10 Spellbinding B2B Marketing Takeaways from Scrabble

Lane Ellis on May 11th, 2022
B2B Marketing

What strategic lessons can today’s B2B marketers gain from taking a new look at the original classic word game Scrabble?

With word games more popular than ever thanks to the runaway success of Wordle and its offshoots, it’s the perfect time to reach into the bag of letters and uncover some of the important marketing insights we can learn from the venerable game of Scrabble.

Let’s hop right in and start exploring 10 marketing takeaways that we can learn from Scrabble and begin applying to our own efforts.

1 — Prioritize Your Marketing Bonus Squares

The top B2B marketers and Scrabble aficionados are both keenly aware of the sweet spots — those force multipliers that can take a standard effort and double or triple its cumulative effectiveness.

Triple Word Score: 10 Spellbinding B2B Marketing Takeaways from Scrabble

The Business Case for Awesome B2B Content

Joshua Nite on May 9th, 2022
B2B Marketing, Content Marketing

Have you seen Everything Everywhere All at Once? It’s a must-watch for everyone, but especially B2B marketers.

The movie tells a simple story about healing generational trauma. But it does so using multiverse travel, kung fu fighting, a truckload of googly eyes, and much more.

Simply put, it’s awesome. You have to admire the bravery of both the filmmakers and the financiers, who read this script and went, “Yup, that seems reasonable.”

Marketers could use a healthy dose of that kind of courage. Awesome content doesn’t overwhelm the story you’re telling the audience — in fact, it makes your message more likely to stick.

The Business Case for Awesome B2B Content

Go All-In On Opportunity: What The Great Reshuffle Means For B2B Marketers

Lane Ellis on May 4th, 2022
B2B Marketing

What does the great reshuffle — the world’s pandemic-driven workforce shift — mean for B2B marketers, and how can you go all-in on its opportunities while meeting its challenges head on?

Nature more often than not seems to have an innate ability to accompany undeniable calamity with something positive, and indeed with the pandemic we’ve also gotten the great reshuffle — which may at first not seem like something entirely good, until we take a closer look.

Just as the creation of the web forced upheaval on the pre-web Internet, with each challenge came nearly boundless opportunity, and in some ways the great reshuffle is yet another offshoot of the changes the web itself has given to the world.

Go All-In On Opportunity: What The Great Reshuffle Means For B2B Marketers

How the Most Successful B2B Marketers Work with Influencer Marketing Agencies

Lee Odden on May 2nd, 2022
B2B Marketing, Influencer Marketing

As B2B companies look to create more authentic and meaningful experiences for digital first customers, content marketing co-created with industry and internal influencers has enabled many organizations to deliver information that is more empathetic, useful and inspiring.

Growth B2B brands are seeing the influence piece of the puzzle as an opportunity to better attract and engage increasingly distracted and distrustful customers. Many of those ambitious B2B marketers are looking for ways to accelerate their use of influence both internally and externally.

Since our first paid B2B influencer engagement in 2012 with a Fortune 500 brand that is still our client today, we’ve seen an acceleration in B2B marketers seeking expertise, technology and best practices for engaging influencers. In 2022 those solutions come in many forms ranging from independent B2B influencer marketing consultants, to software platforms that also sell services to specialist agencies with teams dedicated to the strategy, tactics, technology, measurement and scale of B2B influencer marketing programs.

How the Most Successful B2B Marketers Work with Influencer Marketing Agencies

Two Years In: How B2B Marketers Are Optimizing & Elevating Remote Work Experiences

Nick Nelson on Apr 25th, 2022
B2B Marketing

I always enjoy those dystopian movies about remnants of humanity persisting in a bleak future where some natural disaster or other catastrophe has dramatically altered the state of the planet.

Particularly, I like when we as viewers are dropped into these worlds, and able to see how their inhabitants have learned to acclimate and even thrive under extraordinary circumstances.

In the book and film I Am Legend, for example, Dr. Robert Neville is already a self-sufficient “omega man” by the time we meet him, living a lonely life in New York City where everyone else has died or transformed into a nocturnal mutant zombie.

Two Years In: How B2B Marketers Are Optimizing & Elevating Remote Work Experiences

Elevate B2B: 10+ Mentoring & Volunteering Opportunities For B2B Marketers

Lane Ellis on Apr 20th, 2022
B2B Marketing

What can B2B marketers do during this National Volunteer Month to help inspire and elevate the industry and the world around us?

April is National Volunteer Month, making it a great time to look at what some of the biggest brands in the world are doing when it comes to volunteering efforts, and explore some of the organizations that B2B marketers can get involved with to give back and help others.

Mentoring is also a powerful way for B2B marketers to strengthen the industry, and we’ll explore opportunities to share your expertise and time in both volunteer and mentor programs.

Let’s jump right in and take a look at ten-plus ways B2B marketers can get involved in mentoring and volunteering.

Elevate B2B: 10+ Mentoring & Volunteering Opportunities For B2B Marketers

Content Contemplations: How We Process Information & Why B2B Marketers Must Craft Content That Elevates

Lane Ellis on Apr 18th, 2022
B2B Marketing, Content Marketing

How can B2B marketers craft content that elevates, and what role do our preferred digital formats play in making it happen?

Recent study data looking at content formats has deep implications when it comes to creating online experiences that will not only be noticed, but delight the senses while also answering our most important questions.

Let’s take a look at how we process information, and how written, static images, video, and audio can work cohesively to create B2B marketing content that elevates with hope and delights with hyper-relevant answers delivered at the right time.

1 — Brain Science & Marketing Content Preferences: Formats, Styles & Relevance

via GIPHY

Content Contemplations: How We Process Information & Why B2B Marketers Must Craft Content That Elevates

B2B Marketing News: B2B Buyers Prefer Video, Upper Funnel Media Types Report, Marketers Weigh In On Events, & Meta’s New Monetization

Lane Ellis on Apr 15th, 2022
B2B Marketing, Online Marketing News

Viva Video: B2B Buyers Prefer It Over Written Content, Study Shows
A leading 70 percent of B2B buyers favor video when it comes to creating awareness of business problems, topping second-place research reports at 44 percent and webinars at 40 percent, while 95 percent have said that they’re more receptive to sales communications after viewing video from an organization — two of numerous findings of interest to B2B marketers contained in recently-released survey data. MediaPost

In-person events are back. What do marketers think about it? [Survey]
While virtual events were still leading the way when it comes to marketing budgets, marketers said that networking opportunities were the leading reason for a return to attending in-person events, while webinars were seen as the top non-event marketing tactic, according to newly-released survey data. SmartBrief

B2B Marketing News: B2B Buyers Prefer Video, Upper Funnel Media Types Report, Marketers Weigh In On Events, & Meta’s New Monetization

Conference Collection: Top B2B Marketing Events To Learn From In 2022

Lane Ellis on Apr 13th, 2022
B2B Marketing

What are some of the top events, conferences and industry trade shows — whether virtual, in-person, and hybrid — for B2B marketers to learn from this spring and beyond?

To help you sort out the many B2B marketing conference options available during the rest of 2022, we’ve compiled our latest list of the top B2B marketing events to elevate and inform your business strategy.

Marketing conferences offer a true wealth of benefits to marketers seeking the latest learning, new networking opportunities, and the latest industry research and insight to increase brand awareness, but sometimes finding events that match your business and B2B search marketing needs can be challenging.

Conference Collection: Top B2B Marketing Events To Learn From In 2022

Optimize for B2B Marketing Success with an Influencer Marketing Strategy Checklist

Lee Odden on Apr 11th, 2022
B2B Marketing, Influencer Marketing

B2B Influencer Marketing Strategy Checklist

Did you know? 48% of B2B marketers say their top challenge with influencer marketing is a lack of a documented strategy. And no wonder: 53% of B2B marketers either do not have an influencer marketing strategy or it’s not documented. (2022 State of B2B Influencer Marketing Report)

While influencer marketing for B2B brands has gained momentum and popularity, a lack of strategy is recipe for disaster. Of course no company can have all the answers right away, but working with influencers in a way that creates a positive impact on the business requires a unique approach.

If there is an expectation that partnering with influencers will advance marketing and business goals, key questions need to be answered.

Who are the right influencers?

Optimize for B2B Marketing Success with an Influencer Marketing Strategy Checklist