B2B Marketing Archives - B2B Marketing Blog

How to Foster a Strong B2B Brand Digital-First Experience That Differentiates

Nick Nelson on Aug 15th, 2022
B2B Marketing

B2B marketers can relate to customers who’ve rapidly shifted into all-out digital mode in their daily professional lives. That’s because so many of us have done the same, with numerous departments and agencies transitioning to remote or hybrid work in the wake of COVID.

At TopRank Marketing, we’ve been fully remote since March of 2020. And while that setup brings with it plenty of welcome perks and advantages, there are undeniably things that go amiss from a distance. We were reminded of some during our first in-person TopRank Summit in Minneapolis earlier this month.

Having an opportunity to see coworkers face-to-face drove home for me the relative challenges of engaging people, developing rapport, and creating emotional connections through a screen.

How to Foster a Strong B2B Brand Digital-First Experience That Differentiates

Conference Connection: 25+ Top Late Summer & Fall 2022 B2B Marketing Events

Lane Ellis on Aug 10th, 2022
B2B Marketing

As we look ahead to autumn and the push towards 2023, what are some of the key events, conferences and trade shows — whether in-person, virtual, or hybrid — where B2B marketers can learn the latest from leading marketing industry speakers?

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

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

Conference Connection: 25+ Top Late Summer & Fall 2022 B2B Marketing Events

Copious Content: 5 Creative Ways B2B Marketers Can Benefit From Twitter’s New Long-Form Publishing

Lane Ellis on Aug 8th, 2022
B2B Marketing, Social Media

How can B2B marketers rev up their social media engines using Twitter’s new long-form content publishing features?

Twitter Write is the social platform’s forthcoming tool for composing and sharing written content that runs well beyond Twitter’s traditional 280-character limit, initially offering up to 2,500 words — plenty of blank digital paper for B2B marketers and brands to fill with messages of innovation.

B2B marketers should be prepared when Twitter moves its Twitter Write feature from its present limited test-bed of hand-selected authors to a worldwide rollout, and we’ll show you how to be ready when the time comes.

Twitter has recently rearranged its Twitter Notes and newsletter features to exist under an expanded Twitter Write brand.

Copious Content: 5 Creative Ways B2B Marketers Can Benefit From Twitter’s New Long-Form Publishing

How B2B Marketers Can Benefit From Working With More Diverse Influencers

Joshua Nite on Aug 1st, 2022
B2B Marketing, Influencer Marketing

When was the last time you saw someone in a wheelchair in your day-to-day life? Someone just going about their daily routine, who also happened to be in a wheelchair?

Now, when was the last time you saw someone in a wheelchair as a main character in a movie — a movie that wasn’t entirely about being in a wheelchair?

You can apply that same thought experiment to any type of diversity: race, gender, sexuality, body size and shape are all underrepresented in the media.

If a cisgender, heterosexual white man like me can see this lack of representation, how does it look and feel to those who are in marginalized groups? What is the entertainment industry missing out on by ignoring these voices?

How B2B Marketers Can Benefit From Working With More Diverse Influencers

B2B Marketers on the Move: Shining Light On Summertime B2B Industry Movers

Lane Ellis on Jul 27th, 2022
B2B Marketing

Summer is in full swing, and today’s B2B marketing landscape burns bright with consistent changes, often accompanied by growth that happens so fast that it can be difficult to fully appreciate, no matter the season.

For over two decades, TopRank Marketing has been honored to help a wide selection of the world’s top B2B marketers and major brands elevate and go beyond merely being competitive, to standing out from the crowd with an array of creative, award-winning successes. In this spirit, we like to regularly take the time to congratulate and honor business marketers, thought leaders, industry influencers, as well as our own talented team members who have recently seen career advancement.

B2B Marketers on the Move: Shining Light On Summertime B2B Industry Movers

Triple Take: How to Make B2B Content Marketing More Influential, Authentic, and Credible

Nick Nelson on Jul 25th, 2022
B2B Marketing, Content Marketing, Influencer Marketing

When it comes to creating effective B2B marketing content, these three traits arguably rank as the most essential: credible, authentic, influential.

Credible: Does the content position its author or brand as a knowledgeable and authoritative expert in their space? Enough so that it aids in justifying a decision to invest in their solutions?
Authentic: Is the content reflective of what that person or brand is really about? Does it instill trust through truth and transparency?
Influential: Does the content actually shift perceptions and drive the reader or viewer toward some sort of action?

These three qualities, in a nutshell, differentiate marketing content from plain-old “content.” When all three are realized in the hearts and minds of your audience, a piece of content is almost guaranteed to achieve its objectives — provided you have the right promotion plan in place.

Triple Take: How to Make B2B Content Marketing More Influential, Authentic, and Credible

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

Lane Ellis on Jul 20th, 2022
B2B Marketing, Influencer Marketing

What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in the push to 2023 and beyond?

With the recent launch of our all-new 59-page 2022 B2B Influencer Marketing Research Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology platform executives.

The popularity of influencer marketing is on the rise, as 85 percent of respondents to our extensive survey expect activity to increase over the next year, with B2B marketers increasing their level of maturity and sophistication and shifting towards always-on, relationship-based influencer communities.

Let’s jump right in and take an eye-opening look at the future and power of B2B influence from 10 of the world’s top experts and influencers.

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

4 Secret Successes of B2B Influencer Marketing

Joshua Nite on Jul 19th, 2022
B2B Marketing, Influencer Marketing

Does B2B influencer marketing work?

We asked marketers that question for our new 2022 B2B Influencer Marketing Report. The result: 86% said their programs were either moderately or very successful.

But what’s more interesting is how the marketers we surveyed are defining success.

We tend to think of influencer marketing as a top-of-funnel tactic. While it’s definitely effective for raising awareness and building credibility, the benefits don’t stop there.

Here are four surprising benefits that B2B marketers are seeing with smart influencer marketing.

#1 — Lead Gen & Revenue

Influencer marketing can bring in prospects to your brand, even without having the influencer endorse your solution or give a sales pitch. In fact, over half of our respondents said their influencer program is directly responsible for generating new leads. What’s more, 33% said they can directly attribute revenue to their program.

4 Secret Successes of B2B Influencer Marketing

Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond

Lee Odden on Jul 18th, 2022
B2B Marketing, Influencer Marketing

On the heels of publishing our 2022 State of B2B Influencer Marketing research, there are many questions that go beyond what can be contained within a robust 59 page report, especially when there’s so much optimism around the practice. For example:

73% of B2B marketing organizations are working with influencers
95% of B2B marketers that work with influencers have achieved one of their top marketing goals
72% of B2B marketers have improved brand reputation working with influencers
86% of B2B Marketers working with influencers are successful

While we’re ready and happy to answer any questions about influencer marketing here at TopRank Marketing I also know there are many smart B2B marketing practitioners working at companies of all sizes that have important insight, experience and perspectives to share.

Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond

Infographic: 20 Key Insights From The 2022 B2B Influencer Marketing Report

Lane Ellis on Jul 13th, 2022
B2B Marketing, Influencer Marketing

What are some of the key B2B influencer marketing insights that B2B marketers can use to create more authentic, trusted and meaningful experiences as we forge ahead to 2023?

In the following infographic, we share 20 valuable insights and statistics taken from our all-new 2022 B2B Influencer Marketing Report, which our CEO and co-founder Lee Odden recently launched here on the TopRank Marketing blog.

Let’s jump right in with an array of helpful and sometimes-surprising B2B influencer marketing insights.

You can download a full-resolution PDF version of this infographic here.

Infographic: 20 Key Insights From The 2022 B2B Influencer Marketing Report