B2B Marketing Archives - Page 2 of 55 - B2B Marketing Blog

The Real Thing: 5 Ways Authenticity Inspires Vibrant B2B Marketing

Lane Ellis on May 10th, 2021
B2B Marketing

What does authenticity bring to the table for B2B marketers looking to create better customer experiences?

Authenticity is a vital factor when it comes to making B2B marketing that’s top-notch, with the inherent trust it builds powering campaigns that stand apart from the common crowd.

Here are 5 vibrant takes on the potent power authenticity holds in the best B2B marketing, from some of the top innovators in marketing and beyond, to help inspire your marketing today and to prepare for the eventually post-pandemic business landscape.

Take #1 — Authenticity Embraces Humanity

For Alicia Tillman, executive vice president and global chief marketing officer at SAP*, building a community of brand advocates requires not only authenticity but accountability.

The Real Thing: 5 Ways Authenticity Inspires Vibrant B2B Marketing

Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation

Susan Misukanis on May 6th, 2021
B2B Marketing

When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like?

Our third season of Break Free B2B Marketing video interviews feature conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their industry.

For more than a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in many industries.

Running a successful business is the art of juggling a thousand different things in a thousand different ways. It can be challenging to know which of these things to truly focus on and which balls are okay to drop for the sake of company growth. With so many new technologies at the forefront: cloud, machine learning, IoT, big data, virtualization, cybersecurity, and dozens of others – how do you know where to focus? How do you know which business best practices are the right one for your company vs. others?

Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation

Trust and the Search for Answers: How Influence Optimizes SEO Performance

Lee Odden on May 3rd, 2021
B2B Marketing, Content Marketing, SEO

According to the annual Global Digital Overview Report from We Are Social and Hootsuite, 81% of internet users search online for a product or service to buy and 74% have purchased online. Without question, digital engagement and commerce is the new normal and is as relevant for B2B companies as it has been for B2C.

During the pandemic, search engines have become even more important as B2B brands and buyers alike digital transform to virtual engagement for information discovery, consumption and interaction. As a result, many companies have invested more in search engine optimization in order to capture the fast-growing opportunities to be the best answer for customers at the moment of need – when actively searching for solutions.

Best practices for SEO abound on the web including this list from SEMrush:

Trust and the Search for Answers: How Influence Optimizes SEO Performance

B2B Content Marketing: 10 Tips to Level Up Your Writing Skills

Joshua Nite on Apr 27th, 2021
B2B Marketing, Content Marketing

What is the biggest challenge a writer faces?

Nothing.

Well, by “nothing,” I mean a blank white screen and a blinking cursor.

It mocks you with its unlimited potential. It fills you with fear that anything you put on that screen won’t be an improvement over its pristine emptiness.

We content marketers have to face this challenge nearly every day, and somehow find a way to write content that connects, engages, and persuades.

I’ve spent my entire adult life working in the content trenches — first as a comedy writer, and now as a content marketer. Here are a few tips I’ve picked up that can elevate your writing and make that blank screen less daunting.

10 Tips for B2B Marketers to Elevate Their Writing Skills

#1: READ

B2B Content Marketing: 10 Tips to Level Up Your Writing Skills

Beyond SEO: B2B Content Optimization for Trust and Customer Experience

Lee Odden on Apr 26th, 2021
B2B Marketing, Content Marketing

As the world’s most popular search engine, Google says its mission is to “Organize the world’s information and make it universally accessible and useful.”

To be the best answer for customers that are looking for solutions, B2B marketers need to understand the opportunities to make information easy for search engines to find, index, and sort in search results.

A big part of optimizing the customer’s search experience is understanding myriad data sources and file types that can be included in search results. By understanding these opportunities, B2B marketers can inventory their digital assets and create a better, more holistic SEO strategy that realizes the benefit of inclusion and visibility in all the places and formats that matter to customers who are looking.

Beyond SEO: B2B Content Optimization for Trust and Customer Experience

Break Free B2B Marketing: Tamara McCleary of Thulium on Visions of the Future and Doing No Harm

Susan Misukanis on Apr 22nd, 2021
B2B Marketing

When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like?

Our third season of Break Free B2B Marketing video interviews feature conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their industry.

For more than a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in many industries.

Sometimes you meet a person who ticks all the boxes: they’re smart, they’re funny, they’re connected, they’re brave, and they’re an expert — in not just one thing, but many. You can learn a lot from people like this: tips, tricks, advice, best practices, and more. The one thing they can teach you about more clearly than anyone else, however, is what’s going to happen next.

Break Free B2B Marketing: Tamara McCleary of Thulium on Visions of the Future and Doing No Harm

Hophead Marketing: What B2B Marketers Can Learn From The Craft Beer Industry

Lane Ellis on Apr 21st, 2021
B2B Marketing

What can the wildly successful craft beer industry teach B2B marketers?

From storytelling and keeping content fresh to making corporate campaigns delightfully crushable, there’s plenty the B2B marketing world can learn from taking a look at the craft beer industry and its emphasis on customer delight, engagement, and more.

While the pandemic has slowed the growth of the craft beer industry with the largest disruption to the industry since the days of Prohibition — leading to an 8 percent decline in sales among small and independent craft brewers — its trajectory over the past decade has been undeniably admirable.

The global health crisis has forced the craft beer industry to change, including an expansion of direct-to-consumer sales in the face of closed taprooms, yet there’s still much that B2B marketers can learn from the long-term ascendancy of the craft beer world.

Hophead Marketing: What B2B Marketers Can Learn From The Craft Beer Industry

9 Questions to Ask When Hiring a B2B Influencer Marketing Agency

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

Confidence amongst B2B marketers in the role of influence, both externally and internally, has grown substantially in the past year. Following that growth is the number of B2B influencer marketing success stories inspiring marketers to investigate collaborative content strategies that include influencers.

At the same time, the pandemic has had its effect on marketing budgets and one of the trends over the past year that has stuck is the need for greater accountability and demonstration of ROI for marketing investments. While research shows that 96% of B2B marketers that engage influencers consider their program to be successful, 60% of marketers overall do not feel they have the skills or expertise in-house to execute on influencer programs.

9 Questions to Ask When Hiring a B2B Influencer Marketing Agency

Brave New World: The Model for B2B Marketing Success, Post-Pandemic

Nick Nelson on Apr 15th, 2021
B2B Marketing

“The new normal.”

I believe that’s what we would call the opposite of a compelling lede. Nobody wants to hear that phrase anymore, I know it. While that may be the case, it’s an unavoidable truth that our world does, and will, look different in many ways following a globally disruptive pandemic.

Savvy business and marketing leaders are already planning proactively for what lies ahead. They’re assessing what’s changed in the past year, analyzing trends and indicators, and optimizing their strategies to thrive within an altered economic and social environment.

We’re here to help. Read on for research and recommendations that will help you equip your B2B organization for maximum success going forward.

Brave New World: The Model for B2B Marketing Success, Post-Pandemic

Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing

Lane Ellis on Apr 14th, 2021
B2B Marketing

How is the shift to remote and hybrid work affecting B2B marketers?

Which trends will endure in the post-pandemic marketing landscape?

The dramatic shift to hybrid and remote work that has been brought about by the pandemic is set to forever alter the way B2B marketers and the organizations they work for and with do business.

Let’s take a look at some of these changes, and the trends that are likely to permanently affect B2B marketers, and I’ll offer my own perspective coming from a long-term background in remote work.

Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing