B2B Marketing Archives - B2B Marketing Blog

B2B Influencer Marketing Named Top Marketing Tactic for 2022: What You Need to Know

Lee Odden on Nov 29th, 2021
B2B Marketing, Influencer Marketing

B2B influencer marketing 2022

In HubSpot’s 2022 Marketing Industry Trends Report featuring insights from over 1,000 global marketers, influencer marketing was named the top marketing trend.

What is even more promising is that content formats ideal for engaging influencers including short form video and virtual events were also in the top 5 marketing tactics from the coming year.

As we bring 2021 to a close, Marketers all over the world are making decisions about how to come out of the pandemic era with trust, confidence and improved marketing results. More than ever, digital experiences, authenticity and the ability to connect with customers in meaningful ways are essential for success in the new year.

B2B Influencer Marketing Named Top Marketing Tactic for 2022: What You Need to Know

Bountiful Thanks: What the TopRank Marketing Team is Most Grateful For

Lane Ellis on Nov 24th, 2021
B2B Marketing, TopRank Agency News

As the U.S. celebrates Thanksgiving Day this week, the world looks back at another year of challenges, changes in the marketing landscape, and workplace shifts.

Despite the global challenges we’ve all faced, we’ve overcome, grown, and adapted, and now is the time to look back on those parts of our lives for which we’re the most thankful.

This year our team here at TopRank Marketing has continued to grow, and we’d like to take this opportunity to reflect on thankfulness in both our professional and personal lives, continuing our annual traditional post sharing messages of gratitude.

Our ability to see and express gratitude in challenging times such as those we’ve all faced over the past two years can be especially meaningful and even replenishing.

Bountiful Thanks: What the TopRank Marketing Team is Most Grateful For

13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events

Joshua Nite on Nov 22nd, 2021
B2B Marketing, Other Events

Great news! It’s easier than ever to host a virtual event.

Not-so-great news! Every B2B brand you’ve ever heard of is ALSO hosting virtual events. And most of us are sick to death of staring at a screen 24/7.

That doesn’t mean to not do virtual events. But it does mean we have to be more strategic about putting one together. You have to bring all of your marketing might and prowess to bear in order to make sure your event is attended, and that the attendees have a great experience.

Let’s take a look at a few things you can do before, during and after a virtual event to kick it up to the next level.

13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events

How B2B Content Marketing Can Build Trust that Stands the Test of Time

Joshua Nite on Nov 15th, 2021
B2B Marketing, Content Marketing

Nothing sends up red flags faster than someone saying “Trust me.” It’s the same as “Honestly, I swear, it’s the truth!” You can’t build trust by demanding it — the more you talk about it, the less credible you sound.

Building trust takes continued action over time. It’s always a work in progress and it’s incredibly fragile.

Brands need to work on building that credibility with their audiences. In the 2020 Edelman Trust Barometer report, 53% of respondents ranked trust as a deciding factor in purchase decisions, second only to affordability. The report also found trust is a crucial indicator for customer loyalty, with half of respondents saying it played a major role.

But here’s the challenge: less than half of those surveyed — in 11 countries across the globe — said they trust major brands.

How B2B Content Marketing Can Build Trust that Stands the Test of Time

Live Now: 5 B2B Brands Winning With Live-Stream Content

Lane Ellis on Nov 8th, 2021
B2B Marketing

How can B2B brands harness the increasing power of live-streaming content to build audience engagement?

Over the course of the pandemic, live-streaming events have catapulted onto our screens and into many new areas of our business lives, and as 2022 looms, there’s no sign that live-stream content usage will dissipate.

Quite the opposite appears to be in store, and with good reason, as our CEO Lee Odden outlined earlier this year in “How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing,” exploring how engaging B2B marketing experiences are more vital than ever.

How are B2B brands achieving success with live-streaming today?

Let’s turn on the cameras and mics and take a look at five global B2B brands that have had success through well-planned and innovative use of live-streaming content.

Live Now: 5 B2B Brands Winning With Live-Stream Content

Preparing for Change: 5 Practical Tips For 2022 Marketing Budget Success

Lane Ellis on Nov 3rd, 2021
B2B Marketing

How can B2B marketers weigh confidence for the future with adequate caution and still plan thoroughly for 2022 budgeting success?

Confidence is rising for 2022 marketing spending, and as B2B brands move forward after the turmoil and uncertainty of the pandemic, savvy marketers benefit from embracing budgeting optimism while simultaneously seasoning budgeting strategy with a healthy dose of vigilance and care.

Digital advertising budget optimism has risen significantly since the initial months of the global health crisis, and recent report data is showing this increased confidence.

A net 76 percent of marketers plan to expand their media budget for digital video during 2022, representing the top area of media expansion planned for next year, followed by branded content by influencers at 71 percent and social media story ads at 70 percent — several of many statistics of interest to B2B marketers contained in recently-released budget trend survey data from Kantar and MarketingCharts.

Preparing for Change: 5 Practical Tips For 2022 Marketing Budget Success

Amp It Up: What B2B Marketers Need to Know about Social Influencer Amplification

Joshua Nite on Nov 1st, 2021
B2B Marketing, Content Marketing, Influencer Marketing

Allow me one more scary story, even though Halloween is over…

Once there was a marketer who created an eBook with content from ten respected influencers in their industry. The marketer released the eBook, sent an email to notify the contributors…

And not one of them shared the content. Without amplification, the content was dead on arrival, and some say it haunts the marketer’s office to this very day…

Whew! Spooky story, right? One of the big benefits of influencer marketing should be built-in amplification of the content.

But influencers don’t always hold up their end of the bargain. Fortunately, there are a few things that B2B content marketers can do throughout the content co-creation process to help influencers follow through on amplification.

Amp It Up: What B2B Marketers Need to Know about Social Influencer Amplification

5 Monstrous B2B Marketing Moves That Will Come Back To Haunt You

Lane Ellis on Oct 27th, 2021
B2B Marketing

Are you making any of these five all-too-common yet often monstrous B2B marketing moves that will come back to haunt you?

As we once again greet the season of ghosts and all things haunted, it’s the perfect time to open that creaky cobwebbed door where B2B marketing horrors and nightmares await.

There’s no need to be afraid, however, as we’ve got the digital garlic you need to ward off even the most ghoulish of B2B baddies and their marketing missteps and mistakes.

Sit back, and let’s take a moment to look at five of the most monstrous and horrifying marketing moves that will only come back to haunt you, and in doing so we’ll go on a digital marketing ghost-busting adventure.

5 Monstrous B2B Marketing Moves That Will Come Back To Haunt You

10 Actionable B2B Content Marketing Insights From New Research

Lane Ellis on Oct 25th, 2021
B2B Marketing, Content Marketing

Where is B2B content marketing headed in 2022 and beyond?

Continuing an impressive and time-tested marketing tradition, the recently-released twelfth annual B2B Content Marketing Benchmarks, Budgets, and Trends research report from Content Marketing Institute (CMI), MarketingProfs, and ON24 offers up a bountiful array of insights for B2B content marketers, and helps us answer this key question and several others.

The 54-page 2021 edition provides a comprehensive look at how some of the top content marketers have been making an impact and achieving success during the past year, even with the unprecedented challenges we’ve all faced.

B2B content marketing is growing in importance, scope, and adoption by organizations of all sizes, and is poised to see further expansion in 2022 and beyond, as we’ll examine.

10 Actionable B2B Content Marketing Insights From New Research

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)

What Is Unattributable Traffic — a.k.a. Dark Social?