B2B Marketing Blog - TopRank®

B2B Marketing views, news and interviews.

Lessons on Marketing Strategy and Content Marketing ROI – Michael Brenner Interview

Michael Brenner interview

One of the key players and innovators in the world of content marketing is Michael Brenner. During his time at SAP as Vice President of Marketing & Content Strategy and the Managing Editor for the SAP Business Innovation site, Michael also co-created one of the most popular B2B marketing websites, Business to Community.

Today, you’ll find him working as Head of Strategy at NewsCred as well as writing for his B2B Marketing Insider blog. We’ve covered Michael’s B2B marketing presentations in the past and it was great to catch up with him for this interview.

In the lead up to Content Marketing World, our discussion with Michael touches on some of the key questions marketers are trying to tackle, from developing a strategy to growing an audience to the importance of measuring content marketing performance. Michael also shares a business lesson from one of his favorite childhood stories.


Lessons on Marketing Strategy and Content Marketing ROI – Michael Brenner Interview

A Practical Approach to Content Marketing Success – Interview with Mark Schaefer

Mark Schaefer interview

Today’s interview is with a guy that I’ve known for several years that brings a practical perspective to the often distracting world of digital marketing. He’s written the world’s #1 best selling book on Twitter, The Tao of Twitter, as well as several other books including Return on Influence. He publishes one of the most popular marketing blogs online, runs a successful consulting business and speaks all over the world on social media and content marketing.

On top of all that he has received seven patents for new product innovations. Who is this marvel of modern marketing?  He’s Mark Schaefer  of course.

In this interview with Mark as part of our series for Content Marketing World, we’ll find out his take on the importance of strategy with content marketing, the role of audience development, visual content and measuring ROI. We’ll also get a lesson in business from one of his favorite childhood stories.


A Practical Approach to Content Marketing Success – Interview with Mark Schaefer

Content Marketing Interview with Brian Kardon CMO of Lattice Engines – Strategy to ROI

Brian Kardon interview

What if you could tap the mind of a CMO who’s led marketing organizations at companies like Eloqua and Forrester Research to capture insights about content marketing strategy and ROI? That’s a big “what if”.

Well my marketing friends, today is your content marketing birthday because today we have with us Brian Kardon, CMO at Lattice Engines. Brian was formerly CMO at both Eloqua and Forrester Research as well as SVP of Marketing at Reed Business Information – one heck of a marketing pedigree.

As part of our series of #CMWorld Content Marketing Interviews, we’re talking with a few select speakers from Content Marketing World about content marketing strategy, audience development, the role of visual content, content ROI and of course, marketing lessons learned from favorite childhood stories.

Let’s dig in:


Content Marketing Interview with Brian Kardon CMO of Lattice Engines – Strategy to ROI

Content Marketing Interview with Jascha Kaykas-Wolff CMO of BitTorrent

Jascha Kaykas-Wolff interview

The power of storytelling in content marketing is unmistakable. But what is there beyond storytelling? That’s a key question being asked and answered at the upcoming Content Marketing World conference Sept 8-11th in Cleveland.

To offer insights into the advancing world of Content Marketing, CMI and TopRank Online Marketing have collaborated for the 3rd year in a row on a conference eBook project highlighting strategic and practical content marketing advice from select #CMWorld speakers. As an extension of the conference storytelling theme, this year’s project is a series of eBooks using a theme from one of the most imaginative stories of all time: Alice’s Adventures in Wonderland. We’re calling this series of eBooks, “Content Marketing in Wonderland”.


Content Marketing Interview with Jascha Kaykas-Wolff CMO of BitTorrent

Social Media Smarts Interview: Justin Levy, Global Social Media at Citrix

Justin Levy

When I first met Justin Levy a number of years ago, he gave me a business card for a Brazilian steakhouse and I didn’t quite make the connection with the social media conference we were at. Following him online and running into each other at numerous conferences since, I’ve learned three things about Justin:  1. He’s incredibly fit.  2. He’s an amazing cook.  3. He’s equally intelligent and passionate when it comes to social media.

In this Social Media Smarts interview, Justin covers everything from how he came in to the social media world to how marketing and PR work together with social media programs to what he really thinks of Facebook. He also offers practical tips, insights, tools and resources that he uses to stay social media fit in his role in charge of Global Social Media at Citrix.


Social Media Smarts Interview: Justin Levy, Global Social Media at Citrix

Content Strategy Interview with Jonathon Colman of Facebook

Jonathon Colman1.3 Billion.

As of February 2014, that’s about how many active monthly users there are of Facebook. Imagine the content that gets created amongst all those connections – updates, photos, videos, blogging and plenty of cats.

But Facebook isn’t what this post is about. Not exactly.

The subject of today’s post is Jonathon Colman, a Content Strategist at Facebook. Jonathon and I first met when I was programming a Search Marketing track for ad:tech. I had known of him through his participation in the search marketing industry and really appreciated his results focused approach to optimizing online marketing performance.

As a SEO at REI, Jonathon could not only show much revenue per keyword the company was making but also how much revenue was being lost because of slow loading web pages.  I noticed he was also very attune to customer experience and content – something many SEOs are just catching on to now.


Content Strategy Interview with Jonathon Colman of Facebook

Rock & Roll Social Media & Content Marketing Interview with Jason Miller of LinkedIn

Jason MillerAs Senior Manager, Content Marketing & Social Media at LinkedIn, Jason Miller is responsible for leading the content and social media marketing efforts for LinkedIn Marketing Solutions. (Disclosure: LinkedIn is a TopRank client)

Not only is Jason an avid fan of 80’s rock and roll, but he’s a marketing rockstar by any definition – with a digital marketing “catalog” that would make any marketer envious.

I can’t count how many times I’ve had discussions with industry thought leaders about creative content and high impact social where Jason’s name was volunteered to me as a go-to resource for best practices in action. But that’s no surprise, as our history with Jason goes way back.


Rock & Roll Social Media & Content Marketing Interview with Jason Miller of LinkedIn

Content Plus Social is A Sweet Song to Sing – Interview with Amy Higgins of Concur

Amy Higgins ConcurOne of the truly great things about working at TopRank Marketing are our clients. On a daily basis we get to connect with and solve marketing problems with some of the smartest marketers on the web.

Take for example, Amy Higgins, an ex-Googler that is now the Content and Social Media Manager for Concur SMB. Concur is an automated expense tracking solution that is growing by leaps and bounds. Amy is super smart, goal and customer focused, very nice to work with and highly networked.

While I could talk about the successful engagement we’re having with Amy and Concur, this interview will instead focus on Amy and her unique and valuable insights as an accomplished content and social media marketer. We need more Amys in our world!


Content Plus Social is A Sweet Song to Sing – Interview with Amy Higgins of Concur

The Newest Rules for Marketing & PR: Optimized – David Meerman Scott Interview

New Rules of Marketing and PRThe convergence of digital marketing and public relations has been in motion for many years, but in 2013 and onward, there’s more momentum than ever. Changes in technology and consumer behaviors in how information is discovered, consumed and acted upon has turned brands into publishers and publishers into marketers as they seek new ways to connect with audiences and monetize.

Don’t blink during this monumental shift or you’ll be left behind. That’s why it’s important to find trusted sources to guide your point of view to stay ahead in the digital marketing game.


The Newest Rules for Marketing & PR: Optimized – David Meerman Scott Interview

Successful Facebook Marketing Examples, Tips & A Secret from Mari Smith

Mari SmithWhen you think of social media, surely Facebook tops most people’s list as the “go to” social network. The demographics may have changed since the early years as a Harvard born startup, but there’s no question that consumers and brands are connecting on Facebook in ways that drive brand awareness and customer engagement.

While there’s  plenty of marketing opportunity, whether it’s to connect with consumers via tablet, smartphone or desktop computers, the rapid development to release new features and grow the business have kept many companies guessing on Facebook marketing best practices. It’s not enough that nearly 15% of the global population is on Facebook, businesses need to understand what’s possible and how to do it.

For this Social Spotlight interview I’ve connected with one of the most respected and authoritative Facebook Marketing experts on the social web: Mari Smith.


Successful Facebook Marketing Examples, Tips & A Secret from Mari Smith

B2B Marketing Innovation: The Truth About Influence in B2B Marketing from Master Strategist Paul Gillin

Paul GillinThe final interview in our series on B2B Marketing Innovation comes from Paul Gillin, a veteran journalist, author and strategist. He’s the author of several books on new media including, Social Marketing to the Business Customer, with Eric Schwartzman.  Paul is giving a sold out workshop and an interactive presentation on influence.

In this interview, Paul shares the truth about the role influence plays in B2B Marketing, the importance of community building, common mistakes with marketing planning, deciding on the right tactical mix and his favorite B2B Marketing tools.

Please tell us a little about you and the kind of b2b marketing work you’re most excited about. Solve any tough ones lately?


B2B Marketing Innovation: The Truth About Influence in B2B Marketing from Master Strategist Paul Gillin

B2B Marketing Innovation: What B2B Marketers Can Learn From Cartoons with Tom Fishburne

Customer preferences for information discovery, consumption and engagement have evolved in a way that requires marketers to adapt. In particular, B2B marketers have had to find new and innovative ways to communicate with customers over long sales cycles filled with digital distractions from smartphones, tablets, computers and other connected devices.  Content types are equally diverse and can range from videos to white papers to infographics and even cartoons.

Tom Fishburne is the Founder and CEO of the wildly popular Marketoonist and in this interview, he’ll share a sneak peek into his B2B Marketing Forum presentation, the importance of storytelling, deciding on visual content and his prediction on the future of B2B Marketing and innovation.

We’re big fans of your work!  Please describe how you become a “Marketoonist”.  Did your journey really start with doodling on business cases at Harvard?


B2B Marketing Innovation: What B2B Marketers Can Learn From Cartoons with Tom Fishburne