B2B Marketing Archives - Page 3 of 61 - B2B Marketing Blog

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)

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

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