B2B Marketing Archives - B2B Marketing Blog

Why Empathy Matters More than Ever in B2B Content Marketing (And How to Get It Right)

Joshua Nite on Oct 20th, 2021
B2B Marketing, Content Marketing

B2B marketers, ready for some TRUTH BOMBS?

Here we go: We need to make our content more human and more empathetic. B2B content doesn’t have to be boring; in fact, it can’t be boring and be effective. B2B buyers are just people — we need to talk to them like people.

Are you blown away by the depth and breadth of my insight? Ready to book me at your next marketing conference?

Okay, all sarcasm aside: We all have heard the old “B2Me” speech a dozen times. I’m not here to give it to you again.

Instead, I want to get deeper into the specifics of what it means to be empathetic and provide value with content.

Why Empathy Matters More than Ever in B2B Content Marketing (And How to Get It Right)

Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers

Lane Ellis on Oct 18th, 2021
B2B Marketing

What are some of the top autumn B2B search marketing conferences that will take place in virtual, in-person, and hybrid fashion?

As we close in on 2022, more physical marketing events are taking place than were available last year, while others either offer a hybrid online option or are still digital-only experiences.

To help you sort out the many B2B marketing conference options available this fall, we’ve compiled our latest list of the top B2B marketing events to elevate and inform your business strategy, with a special focus on events in the search marketing and SEO space, while still including several general B2B marketing events that feature search industry elements.

Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers

50 Top B2B Marketing Influencers, Experts and Speakers To Follow In 2022

Lane Ellis on Oct 11th, 2021
B2B Marketing

The business landscape of 2021 includes a wealth of B2B influencers who are shaping the future of marketing for 2022 and beyond.

To honor and celebrate our industry’s B2B marketing subject matter experts, including many who happen to be speaking at this week’s MarketingProfs B2B Forum virtual event, we’re thrilled to publish our annual list of some of the world’s leading B2B marketing influencers.

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 B2B influencers, and this year is no different.

MPB2B will take place October 13 – 14, 2021 and features a stellar group of B2B marketing professionals the programming team at MPB2B has carefully assembled, in an updated virtual format designed to bring you all the freshest industry knowledge without any of the screen fatigue.

50 Top B2B Marketing Influencers, Experts and Speakers To Follow In 2022

Optimizing Digital Assets: How B2B Marketers Can Combine the Best of External & Internal Search Findability

Lane Ellis on Oct 6th, 2021
B2B Marketing

How can B2B marketers optimize a digital asset workflow that combines best practices for search findability both externally and within your organization?

With the global Digital Asset Management (DAM) market valued at $3.4 billion in 2019, and expected to reach $8.5 billion by 2025, according to study data from IMARC, it’s little wonder that more B2B marketers are looking at and utilizing solutions that help with search findability. Another recent report shows that the global DAM market size is expected to climb to $10.2 billion by 2027, representing a rise of 18.3 percent from 2021 levels.

From better external search engine findability to increased internal search efficiency, let’s take a look at just what digital assets are, and explore some of the solutions B2B marketers are using to manage ever-expanding digital content.

Optimizing Digital Assets: How B2B Marketers Can Combine the Best of External & Internal Search Findability

Boosting B2B Marketing Credibility with Social Proof and Influencers: 4 Tips

Nick Nelson on Oct 5th, 2021
B2B Marketing

This is gonna be the greatest blog post EVER.

Did you believe me there? You probably didn’t.

Sure, I might think it’s an awesome piece of content. But I’m not exactly an objective source. Now, if you were to come across a post on social media from someone you know and trust, linking to this blog post and saying it’s the best thing they’ve read all year? That’s a different story.

Therein lies the immense value of social proof, which is only growing more impactful as businesses and society evolve into a new era. A survey from Kantar Media last year found that 93% of people trust brand recommendations from family and friends, while only 38% trust information from advertisers. Meanwhile, 84% of people say they trust online reviews as much as their friends.

Boosting B2B Marketing Credibility with Social Proof and Influencers: 4 Tips

One Simple Step to Elevate the Practice of B2B Influencer Marketing

Lane Ellis on Oct 4th, 2021
B2B Marketing, Influencer Marketing

The uncertainty of 2020 created an environment of rapid digital transformation for B2B brands that impacted every area of business including marketing. B2B brands pivoted pre-pandemic marketing strategies to new go to market models for a digital first customer that in many cases is less trusting of traditional sources of information and paying more attention to industry peers, experts and influencers.

So what do these changes mean for the rest of 2021 and into 2022? Will B2B marketers continue to rely on partnering with trusted voices in the industry to drive full funnel impact for their marketing? Answers to these questions and more are essential in order for B2B brands to continue in their efforts to innovate on marketing effectiveness, differentiate from the competition and accelerate the sales journey. B2B marketing has evolved over the past 18 months and will continue to evolve with your help.

One Simple Step to Elevate the Practice of B2B Influencer Marketing

Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay

Lane Ellis on Sep 29th, 2021
B2B Marketing, Podcasting

Why are more B2B marketers than ever before embracing podcasts?

As we celebrate #InternationalPodcastDay — which takes place on Thursday, September 30 — let’s look at the many benefits podcasting holds for B2B marketers, and explore a selection of top marketing podcasts from TopRank Marketing, plus other podcasts from a range of other great marketing leaders across the industry.

When it comes to learning, marketing podcasts are a powerful way to find new takes and tactics for your B2B marketing. They’re also good for picking up new marketing ideas and getting fresh perspectives you might not otherwise find.

Let’s explore how optimism for podcasting marketing and advertising has seen significant growth, take a look at several B2B-marketing-specific podcasts, dig in to examples of other podcasts that can help all marketers learn and grow their craft, and also learn how to go about crafting and promoting a successful B2B marketing podcast.

Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay

How Influencers & Best Answer Content Help B2B Marketers Dominate in Search #CMWorld

Lee Odden on Sep 27th, 2021
B2B Marketing, Content Marketing World, SEO

Great content isn’t so great if it’s not easy to find. And findable content isn’t so effective if it’s not trusted.

Content is the reason search engines began and yet many B2B content marketers are not taking full advantage of opportunities to attract customers that are actively looking. Instead, the content marketing function at many B2B companies is more about creating content and not so much about promoting it.

Where Has the Marketing in Content Marketing Gone?

The problem with content marketing that focuses mostly on content creation is that the marketing is missing. Sure, B2B brands can throw advertising at their new content to attract visitors – but do B2B buyers love clicking on ads?

How Influencers & Best Answer Content Help B2B Marketers Dominate in Search #CMWorld

Equilibrium: 10 Tips to Balance Creativity and Process in B2B Content Marketing

Joshua Nite on Sep 21st, 2021
B2B Marketing, Content Marketing

Marketers have to continually earn and reward people’s attention. If we fail at that task, there are plenty of other content options out there. People — yes, even B2B buyers — want engaging, entertaining and valuable content.

That’s great news for those of us on the content side! It means we should be regularly exercising our creative muscles, breaking free of boring B2B, and coming up with new ways to delight our readers. How cool is it, for example, to make Ghostbusters references… for your job?

But as fun and creative as the work can be, there’s a cerebral and analytical side to marketing that we can’t neglect. If you came into marketing through creative writing, not the other way around, you may need to develop the left-brain part of the job:

Equilibrium: 10 Tips to Balance Creativity and Process in B2B Content Marketing

Inside B2B Influence: Brian Solis of Salesforce on the Future of Influence in B2B Marketing

Lee Odden on Sep 19th, 2021
B2B Marketing, Influencer Marketing

If this is your first time, Inside B2B Influence is a podcast series that goes behind the scenes of B2B marketing and highlights insights with top business executives on influencer marketing for B2B companies. At TopRank Marketing we’re doing our best to connect readers and listeners with B2B marketing insiders on strategies, trends, tactics and the future to elevate the practice of growing influence within and outside of B2B brands.

In Episode 17 of Inside B2B Influence we have a returning guest who needs little introduction given his accomplishments and yet, we’d all be missing out if I did not mention that Brian Solis is Global Innovation Evangelist at Salesforce, an 8X best selling author, global keynote speaker, digital pioneer and has been a good friend for over 10 years.

Inside B2B Influence: Brian Solis of Salesforce on the Future of Influence in B2B Marketing