Lane Ellis

The Great Marketing Get-Together

Lane Ellis on Aug 21st, 2019     B2B Marketing

State fair season brings tasty new foods-on-a-stick and a grandstand full of marketing lessons for those willing to walk the midway.

State fair season brings tasty new foods-on-a-stick and a grandstand full of marketing lessons for those willing to walk the midway.

The Minnesota State Fair, known affectionately as the Great Minnesota Get-Together, begins tomorrow, and we’ll explore some of the wild new food concoctions on offer this year, and dig in to a bucket-of-cookies-size list of surprising things it can teach us about marketing.

The fair, which began all the way back in 1859, is one of the largest in the U.S., now often topping the 2 million attendee mark each 12-day season and offering fair-goers 322 acres of summer fun in the form of amusement rides, live music from at least four stages, art, animals, parades and more.

Lee Odden

B2B Sales and Marketing Exchange Wrapup #B2BSMX

Lee Odden on Aug 14th, 2019     B2B Marketing

B2BSMX header

What do you get when three B2B thought leader brands come together to form a combined event featuring top B2B marketing experts? B2BSMX

This week in Boston, a new event launched called the B2B Sales and Marketing Exchange combining the best of three of the best resources in B2B: FlipMyFunnel from Terminus, RevTalks from the Pedowitz Group and Demand Gen Summit from Demand Gen Report. Together with another track focused on Labs and Case Studies, they powered over 50 sessions for about 1,000 registered attendees.

Lee Odden Nick Nelson
As a media sponsor, TopRank Marketing was invited to shine a light on some of the talent at the event though speaker interviews and liveblogging presentations. Nick Nelson and I attended numerous sessions each day allowing us to accelerate our B2B sales and marketing knowledge as well as our connections with thought leaders, practitioners and vendors in the industry.

Lee Odden

B2B Marketing Spotlight: Shonodeep Modak, CMO NA at Schneider Electric #B2BSMX

Lee Odden on Aug 14th, 2019     B2B Marketing, Interviews

Shonodeep Modak

Shonodeep Modak is CMO of North America at Schneider Electric. He has more than 18 years of commercial experience across energy, oil & gas, electrical distribution, automation and aftermarket services where he has architected and led nimble, data-driven global teams to propel portfolio expansion and deliver double-digit returns.

At the recent B2B Sales and Marketing Exchange conference, Shonodeep presented on how to restructure your marketing department around the customer vs. around your products or services: Opening Up The Panel Door…Rewiring How Your Marketing Team Works.

During the first day of the conference, Shonodeep and I met to discuss his presentation, his experiences at companies like GE and ExxonMobil, what’s broken with today’s marketing departments and where to marketing leaders can start to fix their own organizational structure.

Nick Nelson

The 10 Commandments of Modern B2B Marketing – Dave Gerhardt, Drift #B2BSMX

Nick Nelson on Aug 14th, 2019     B2B Marketing, Marketing PR Conferences

Drift is widely regarded as a pioneer in modern marketing, and their Vice President of Marketing Dave Gerhardt has been instrumental in establishing this reputation. 

Taking on his first role as a marketing leader, he helped grow the chatbot platform from a startup with no market recognition to a $10 million company in less than two years. He also co-authored the book Conversational Marketing along with Drift’s founder David Cancel

While his company has experienced powerful growth and attained status as a leading innovator, the journey hasn’t always been smooth and seamless. Dave says there are a number of things he wishes he would’ve known before getting started, and he shared them on Tuesday at B2B Sales and Marketing Exchange in Boston, dubbing them his “10 Commandments for Modern Marketing” (with a stated emphasis on the word modern).

Nick Nelson

CMO Maria Pergolino Charts the Path to Creating an Industry Category with Strategic Marketing #B2BSMX

Nick Nelson on Aug 13th, 2019     B2B Marketing, Marketing PR Conferences

Maria Pergolino at B2BSMX

What is the ultimate goal for any business or marketing unit? 

There are many valid answers to this question. But I think the subject of Maria Pergolino’s REVTalk on Tuesday morning at B2B Sales and Marketing Exchange (B2BSMX) in Boston offers a worthy aspiration for just about any organization: creating a category. 

Brands that are universally held in high esteem and pointed to as shining examples of marketing mastery – such as Uber, Salesforce, and Starbucks – often share this distinction. Their names ring synonymous with what they do. 

As a seasoned marketing executive who’s overseen this outcome at a number of different companies over the years, Maria has developed acute expertise on category creation, and offered us a glimpse of her process.

Lee Odden

B2B Marketing Spotlight: Omar Al-Sinjari, Sr Digital Marketing Manager, RelayHealth McKesson #B2BSMX

Lee Odden on Aug 8th, 2019     B2B Marketing

Omar Al-Sinjari

Next week’s B2B Sales and Marketing Exchange conference in Boston is coming up fast! To give you another sneak peek at the talented brand marketers sharing their insights and best practices, I’ve interviewed Omar Al-Sinjari, Senior Manager, Digital Marketing at RelayHealth – McKesson.

Omar is responsible for all things digital and a full stack operator including ABM, web, analytics, attribution, lead generation and marketing operations.

RelayHealth is a business unit of McKesson which is a $214 billion Fortune 10 company. Large enterprise level organizations bring with them a different set of marketing challenges and opportunities and with all of the evolution in B2B marketing and sales that has emerged, Omar is a great person to give us perspective.

Lane Ellis

10 More Marketing Podcasts To Boost Your Business

Lane Ellis on Aug 7th, 2019     B2B Marketing

Podcasting woman image.

Podcasts are a great way to learn new marketing ideas and get fresh perspectives on boosting your business, and we’ve compiled 10 more of the best podcasts for B2B marketers right here, following up on our recent list of “20 Podcasts To Elevate Your B2B Marketing,” and “Now Hear This: 10 Digital Marketing Podcasts to Educate and Entertain.”

These podcasts offer marketing news and insight from the innovators behind some of the world’s top firms, as well as their own stories, plus tips and advice to take your marketing efforts to the next level.

Whether it’s examining emerging trends in B2B marketing or heartfelt stories of life’s business and personal adventures, the hosts and guests on these podcasts have plenty to offer, and we’re certain you’ll find something that strikes your fancy.

Lane Ellis

What the Future of Google Search Means for B2B Marketers

Lane Ellis on Aug 5th, 2019     B2B Marketing, Business of SEO, Google

Low angle shot of modern glass city buildings looking up image.

The future of search at Google includes fascinating changes that will deeply affect the course of B2B marketing.

Google’s search and other services jointly hold vast influence over what people see and do online, a powerful position that isn’t likely to significantly change anytime soon.

Like ocean waves, search always changes at Google, and whether it’s through tiny incremental shifts or explosive changes of course, the future this tech giant is enthusiastically creating is one savvy B2B marketers can’t afford to ignore.

Let’s explore some of Google’s future plans and most recent search changes, while also looking at what they mean for B2B marketers.

Google Search & The Sands of Time

Blowing sand dunes image.

Lee Odden

B2B Marketing Spotlight: Alexandra Gobbi, CMO at Secureworks #B2BSMX

Lee Odden on Aug 1st, 2019     B2B Marketing

Alexandra Gobbi

Sales and Marketing alignment is a wonderful and yet elusive thing. Many B2B marketers and sales professionals in particular are in search of leadership, strategy, best practices and networks of peers they can connect with as they adapt to an ever changing marketing world. Lucky for those working in B2B industries, there’s an upcoming conference in Boston that was developed for just this purpose: B2B Sales and Marketing Exchange.

That name might sound familiar because the same people at Demand Gen Report who brought you B2BMX in Scottsdale have expanded. This first B2BSMX event in Boston features both a Sales and Marketing focus with 6 keynotes, 50+ sessions and over 1,000 registrants. TopRank Marketing has partnered with B2BSMX to give you a glimpse at some of the top talent speaking at the conference through a series of pre-conference interviews.

Nick Nelson

Content Marketing Planning: How to Build Your Editorial Calendar

Nick Nelson on Jul 30th, 2019     B2B Marketing, Content Marketing

Building an Editorial Calendar

I can’t believe I got fired from the calendar factory. All I did was take a day off!

Opening today’s post up with a bit of levity felt fitting, because calendars can cause much anxiety. They bring to mind deadlines, meticulous organization, and time crunches, which are often oppressive realities for marketers with a million things on their plates.

But the truth is that you’re likely to encounter much more dread if you don’t house your content planning within a documented and strategic editorial calendar for blogging. Building out a set schedule (with a bit of flexibility) ultimately makes your life easier because it provides a guiding light, and ensures your content strategy remains cohesive and oriented around your objectives.