Alexis Hall

Tales from the Trenches: How to Transition from Marketing Doer to Marketing Leader

Alexis Hall on Sep 17th, 2019     Digital Marketing

I was roughly five years into my marketing career when I began managing my first direct report. It was the biggest challenge I faced yet. I was now being evaluated on the actions, successes, and failures of another person—and I also knew it was my responsibility to give them the support and tools they needed to have more successes than failures.

I felt as if I didn’t know how to influence, motivate, or persuade another person. But I was given the opportunity to try and to learn. I had a great group of bosses, mentors, and peers giving me advice, listening to my concerns or wins, and allowing me to make mistakes.

Nick Nelson

Trust Factors: Why Your Brand Should Take a Stand with Its Marketing Strategy

Nick Nelson on Sep 16th, 2019     B2B Marketing, Digital Marketing

Earlier this year, Salesforce made waves by announcing a policy that compelled retailers to either stop selling military-style rifles and certain accessories, or stop using its popular e-commerce software. 

For a massive brand like this to take such an emphatic stand on a divisive social issue would’ve been unthinkable not so long ago. But in today’s world at large, and consequently in the business and marketing environments, it’s becoming more common. This owes to a variety of factors, ranging from generational changes among consumers to a growing need to differentiate. 

But, like so many other trends and strategies we see emerging in digital marketing, I think it mostly comes back to one overarching thing: the trust factor.

Elizabeth Williams

Pantheon’s Roland Smart Details the Secret to Agile Marketing Transformation #DSMPLS

Elizabeth Williams on Aug 16th, 2019     Digital Marketing, Marketing PR Conferences, MIMA Summit

Roland Smart at Digital Summit Minneapolis

Run a Google search for “agile marketing” today and you’ll see 144 million results. It’s an insanely hot topic, which has steadily grown more applicable and desired from it’s “Scrum” beginnings.

Why are marketers today so obsessed with agility? Roland Smart, podcaster, author of “The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage” and Vice President of Marketing for Pantheon*, shared his insight on the subject at Digital Summit Minneapolis this week.

For starters, the average marketer’s tenure is just 18 months. After all, we need to get results—and we need them fast. Second, while our strategies and tactics have been artfully crafted with insight and data, once we put everything into the wild, we need to be able to act fast to monitor, measure, and optimize performance—while also navigating budget and “waterfall” resourcing limitations and challenges. And finally, today’s marketers are often managing a growing tech stack, making an agile approach a match made in heaven.

Anne Leuman

4 Marketing Productivity Tips from Workfront’s Mike Riding #DSMPLS

Anne Leuman on Aug 15th, 2019     Digital Marketing, Digital Summit, Marketing & PR Industry

Mike Riding of Workfront at Digital Summit Minneapolis

Does work follow you home?  When was the last time you had a work week that was actually 40 hours? 

Marketers often feel pressed for time and overworked. In fact, according to recent Workfront research:

  • 64% say they’re being asked to come up with new ways of working
  • 58% are so swamped, they don’t have time to think beyond their daily tasks
  • 56% they’re completely overwhelmed. 

Mike Riding, Workfront’s Director of Digital Marketing, came to Digital Summit Minneapolis with the sole goal of helping marketers get more work done. While organizations typically turn to technology to solve the productivity problem, Mike offered four actionable, process-driven ways marketers can modernize their work and become more productive. 

Elizabeth Williams

Joseph Lindberg of Land O’Lakes Outlines How to Build a Marketing Dashboarding Discipline #DSMPLS

Elizabeth Williams on Aug 15th, 2019     Digital Marketing, Digital Summit, Marketing PR Conferences

Marketing measurement. It’s absolutely essential, but perhaps one of the hardest marketing disciplines to master. Why? As Joseph Lindberg, Digital Communications Editor for Land O’Lakes, Inc., told a room of marketers at Digital Summit Minneapolis this week:

“Measurement is a loaded term. It means many things to many people.”

It’s true. Measurement can be thought of in terms of KPIs. Measurement can be raw data or data insights. Measurement can be your stack of tools.

And during his session, titled Building a Marketing Dashboarding Discipline: It’s Not About the Tool (Until It Is), Joseph challenged marketers to flip our thinking on how we measure.

Below we outline his recommended process and advice for how you can level up your measurement game, and map tactics to business objectives so you can prove value up the ladder.

Anne Leuman

The Future of Marketing As Seen By Randi Zuckerberg #DSMPLS

Anne Leuman on Aug 15th, 2019     Digital Marketing, Digital Summit, Marketing PR Conferences

Randi Zuckerberg Speaks at DSMPLS

“Technology is changing the way we do business.” 

Said everyone, ever. 

Marketers know technology is changing how we interact with our audience. But knowing it’s happening and doing something about it are two very different things. 

Randi Zuckerberg is no stranger to technology and its effects on business, daily life, and social structures. As the founder and CEO of her own media company, Zuckerberg Media, and a former marketing leader at Facebook, Randi has a unique vision for the future of marketing and how today’s marketers can adapt. 

Explore that future with her insights below from the floor of Digital Summit Minneapolis

We’re Afraid to Fail

We’ve been talking about the evolving state of marketing for years. But maybe we as marketers haven’t changed all that much. Why?

Elizabeth Williams

What Can Marketers Learn From the Children In Our Lives? Plenty

Elizabeth Williams on Jul 25th, 2019     B2B Marketing, Digital Marketing

What Can Marketers Learn from Kids?

In my experience, most marketers fancy themselves as lifelong learners, taking pride in innovating their work and skill set to maximize their impact. We keep tabs on emerging trends, tactics, and tools. We follow industry leaders for their insight. We consult our internal teams and external partners for advice. 

But there may be one specialty group we don’t look to for inspiration enough: The kids in our lives.

As a parent of two adorable monsters who are growing up way to fast, I’ve been reflecting a lot on how far they’ve come. Of course, I’ve realized that I’ve come far too, as both a parent and a marketer. And I’d wager that most of us have kids in our lives who have the potential to teach and remind us of some important things that can make us better humans and better at what we do.

Alexis Hall

How to Power Marketing Presentations With Data Visualization & Win Over Your Audience

Alexis Hall on Jul 22nd, 2019     B2B Marketing, Digital Marketing

Data Visualization for Marketing Presentations

We’ve all been there. We’re five minutes into (what we thought would be) a riveting, data-driven presentation, yet a quick scan of the room reveals the audience is staring blankly at our data tables as we drone on. Or worse, someone asks a pointed question about what they do or don’t see and the discussion goes completely of course. Yikes.

Perhaps the best advice I ever received in this regard was so simple yet incredibly smart: “Try it as a line graph.”

I had presented a data-backed presentation and robust recommended next steps, but whether it was boredom or data suspicion that crept in, I failed to make my case. After the weeks I spent looking at a spreadsheet, I took that visionary advice. When the day came to remake my case, that line graph immediately won my critics over.

Anne Leuman

When Sparks Fly: The TopRank Marketing Team’s Firework Marketing Moments

Anne Leuman on Jul 4th, 2019     Digital Marketing

Firework Marketing Moments

Marketers are a passionate breed. Whether we’re crafting content, unearthing optimization opportunities, or digging into performance metrics to understand where we went right or wrong, we’re wide-eyed and determined.

Our work is a labor of love, and we’re often driven by special moments that spark awe, imagination, and a sense of accomplishment. Those moments that make us go “Boom!” Those moments where we can sit back for a few minutes and watch in wonder. I’m talking about those firework marketing moments.

via GIPHY

What moments light up the marketing skies for some of our team members? See what makes them go oh, ah, and cheer for an encore.

Our Firework Marketing Moments 

Ashley Zeckman

Senior Director of Digital Strategy

Lane Ellis

Q2 Wrap-Up: Top Changes & What’s Ahead For Marketers

Lane Ellis on Jul 1st, 2019     B2B Marketing, Digital Marketing

Q2 Digital Marketing Recap Technical Image

We’ve made it through the second quarter of 2019, one filled with many important B2B marketing changes and several unexpected twists and turns that will all combine to affect how the industry moves forward as we enter Q3 and push ahead to 2020.

Q2 saw several exciting shifts in entirely new directions, and a few seemingly slight directional maneuvers and adjustments that are nonetheless set to make big impacts in the coming year.

We’re always working to bring you the most relevant B2B marketing news, including weekly industry news videos from Tiffani Allen and Joshua Nite here on our blog and on our TopRank Marketing YouTube channel, and each quarter we reflect on what’s happened and look ahead with key trends.

Joshua Nite

B2B Demand Gen: The Next Evolution of 5 Tried-And-True Tactics

Joshua Nite on Jun 13th, 2019     B2B Marketing, Digital Marketing

New Demand Gen Tactics

B2B demand gen used to be easier than B2C. Because, let’s face it, so much B2B marketing was deadly boring. A cool concept, a little creative design, or a dash of humor were like water in the desert.

Now, though, it’s the norm for B2B marketing to be every bit as visually and emotionally compelling as B2C. Suddenly we’re selling water by a lake, not a desert. There’s no shortage of cool content. Audiences expect more, and marketers (including your competitors) are keeping up with demand. So it’s time to take B2B demand gen to the next level.

B2B Demand Gen Tactics: The Next Evolution

What follows are some logical upgrades for some of your favorite time-tested tactics. That’s not to say, of course, that you should stop doing things that are already working. But it’s worth testing these evolutions out to see what works for your target audience.

Caitlin Burgess

Q1’s a Wrap, B2B Marketers: Where We’ve Been & What’s Next in 2019

Caitlin Burgess on Apr 4th, 2019     B2B Marketing, Digital Marketing

Q1 Digital Marketing Recap

We made it, B2B marketers. Spring is finally in the air and Quarter 1 is officially a wrap. Take a moment to bask in your individual, team, and business successes—you earned it.

As is tradition, in just a few short months the digital marketing industry has experienced some newsworthy shifts—from a big Google algorithm update in March to a host of new targeting and advertising features across several platforms.

To build on the Q1 successes we just celebrated—and take full advantage of new opportunities—let’s take a look back at what 2019 has gifted us so far.

What’s new and worth paying attention to? What opportunities and challenges have arisen? And what do we all need to keep in mind as we move into and beyond Q2? Let’s dive in.