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B2B Marketing News: Top Enterprise Firm Challenges, What B2B Buyers Want, Mobile Ad-Buy Shift, & LinkedIn’s Content Trends

Lane Ellis
Lane Ellis on May 29th, 2020
Online Marketing News

2020 May 29 MarketingCharts Chart

What B2B Buyers Want From Tech Vendors Right Now
55 percent of B2B buyers say it’s appropriate for marketing efforts to continue during these challenging times, and 53 percent are presently in the market for B2B products and services, with most of those having recent new purchasing interests, according to newly-released survey data. MarketingProfs

Programmatic Ad Spend Down 9% Since Beginning of 2020, Driven by Travel and Auto
Amidst an overall fall of 9 percent in April, ad spending for the technology vertical and the education and training segment were up 70 percent and 63 percent for the year, with streaming ad spend also up by some 18 percent, according to recently-released report data. Adweek


B2B Marketing News: Top Enterprise Firm Challenges, What B2B Buyers Want, Mobile Ad-Buy Shift, & LinkedIn’s Content Trends

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B2B Marketing News: Biggest B2B Differentiators Study, Facebook Buys Giphy, LinkedIn Prepares Stories, & Facebook’s New Video Chat

Lane Ellis
Lane Ellis on May 22nd, 2020
Online Marketing News

2020 May 22 MarketingCharts Chart

B2B Decision-Maker Survey: COVID-19’s Impact on Marketing, Buying, and Sales
65 percent of enterprise B2B buyers now view online interactions as being more important than traditional vendor conversations, one of several findings of interest to digital marketers contained in newly-released U.S. B2B pandemic response survey data. MarketingProfs

Facebook just bought Giphy
Facebook has acquired popular animated GIF image platform Giphy in a $400 million move that will likely bring deeper integration with both Facebook-owned Instagram and its messaging features, the social media giant announced.Engadget

LinkedIn Stories Is Almost Here: Will It Reinvent the B2B Social Media Landscape?
LinkedIn (client) has tested its variation of the popular ephemeral stories format. When rolled out to the Microsoft-owned platform’s 690 million users, LinkedIn Stories would bring B2B marketers on the platform a new digital storytelling tool option. MarketingProfs


B2B Marketing News: Biggest B2B Differentiators Study, Facebook Buys Giphy, LinkedIn Prepares Stories, & Facebook’s New Video Chat

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B2B Marketing News: Changing B2B Sales Models, LinkedIn Adds Polls, Social Media Engagement Data, & Twitter’s Scheduled Tweets

Lane Ellis
Lane Ellis on May 15th, 2020
Online Marketing News

2020 May 15 MarketingCharts Chart

COVID-19’s Impact on B2B Software Budgets
31 percent of B2B software buyers say they’ll spend less due to the pandemic, while 30 percent said that spending won’t be affected, according to recently-released survey data. Web conferencing, collaboration, and remote desktop software were the three top segments for expanded spending, the survey also noted. MarketingProfs

90% of people buy from brands they follow on social media, study says
Nine out of 10 people purchase from the brands they follow on social platforms, and the amount they spend climbed 12 percent from 2019 figures — two of numerous findings of interest to digital marketers contained in new report data. Just 23 percent of marketers use social media data for measuring return-on-investment (ROI), the report also noted. Mobile Marketer


B2B Marketing News: Changing B2B Sales Models, LinkedIn Adds Polls, Social Media Engagement Data, & Twitter’s Scheduled Tweets

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Break Free B2B Marketing: Danny Nail of SAP on Creating a Global ABM Platform

Joshua Nite
Joshua Nite on May 12th, 2020
B2B Marketing, Video Interviews

Breakfree Influencer - Danny Nail Blog

I wrote a special song just for you:

Happy birthday to you

Happy birthday to you

Happy birthday, dear reader of the TopRank blog,

Happy birthday to you

Are you emotionally moved or impressed by my effort? Probably not. Even if I used a little tech wizardry to insert your name in there, you likely wouldn’t be blown away by the level of customization. It’s just filling in a template, not creating something new.

In theory, account-based marketing (ABM) should mean delivering hyper-relevant, custom content to your most relevant accounts. In practice, however, it tends to mean coming up with ever-more intricate Mad Libs.  We end up templatizing everything to scale up our efforts, losing the immediacy and relevance that makes ABM work.


Break Free B2B Marketing: Danny Nail of SAP on Creating a Global ABM Platform

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B2B Marketing News: Brands Spending More on Data, Spotify Turns Video Chats into Podcasts, & Consumers Trying More New Brands

Lane Ellis
Lane Ellis on May 8th, 2020
Online Marketing News

2020 May 8 MarketingCharts Chart

How COVID-19 Is Impacting Business Event Planning
70 percent of business event planners have changed previously-planned in-person events to virtual platforms due to the pandemic, and 47 percent expect that once it ends people will still be hesitant to travel, with 27 percent expecting a swift uptick in real-world events due to pent-up demand, according to newly-released survey data from the Professional Convention Management Association (PCMA). MarketingProfs

Google ad sales steady after coronavirus drop; Alphabet leads tech share rally
2020 first-quarter advertising sales at Google tallied $33.8 billion, with 73 percent coming from search and 12 percent from its YouTube property, and Google’s ad business accounting for some 83 percent of revenue for parent firm Alphabet, according to newly-released financial results. Reuters


B2B Marketing News: Brands Spending More on Data, Spotify Turns Video Chats into Podcasts, & Consumers Trying More New Brands

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B2B Marketing News: B2B Marketers Invest in Data Quality, Top Times to Post During Pandemic, LinkedIn’s Engagement Trends, & Facebook’s Video Updates

Lane Ellis
Lane Ellis on May 1st, 2020
Online Marketing News

2020 May 1 Sprout Social Chart

How to use LinkedIn Ads’ new company targeting options to boost B2B lead generation
LinkedIn (client) recently rolled out additional targeting options for advertisers, allowing LinkedIn Ad users access to new Company Category B2B data comprised of Forbes, Fortune and platform data, along with the addition of growth rate targeting information. Search Engine Land

Report: Majority of B2B Marketers to Continue Investment in Data Quality in 2020
75 percent of B2B marketers plan to up their investment in data quality during 2020, while 90 percent said they view such investment leading to improved marketing and sales performance — two of the numerous findings of interest to digital marketers contained in recently-released Dun & Bradstreet report data. Chief Marketer


B2B Marketing News: B2B Marketers Invest in Data Quality, Top Times to Post During Pandemic, LinkedIn’s Engagement Trends, & Facebook’s Video Updates

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Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM

Nick Nelson
Nick Nelson on Apr 28th, 2020
B2B Marketing, Video Interviews

Kelvin Gee Break Free B2B Image

Everyone in B2B is talking about account-based marketing. And almost everyone is practicing it in some form — around 93% of organizations, according to SiriusDecisions.

“Not many are killing it though,” says Kelvin Gee. “That’s the problem. They start pilots … then they re-launch and learn from the mistakes. That’s just a natural maturation.”

This is a fundamental process in digital marketing, of course: test, assess, optimize. But in the Break Free B2B series, our goal is to help you fast-forward it by learning from the mistakes, successes, and revelations of your innovating peers in the field. And as the Senior Director of Modern Marketing Business Transformation at Oracle*, Kelvin draws from a deep well of experience at one of the powerhouse brands in enterprise technology.


Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM

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B2B Marketing News: The B2B Categories Rising During Crisis, New Search Traffic Data, B2B Marketplaces See Growth, & Google’s New Ad Features

Lane Ellis
Lane Ellis on Apr 24th, 2020
Online Marketing News

2020 April 24 MarketingCharts Chart

10 B2B Tech Categories Gaining Interest Because of COVID-19
Telemedicine, electronic signature, online conferencing, and mobile app development were the most swiftly-rising B2B technology software categories, according to recently-released report data, showing rises of as much as 613 percent since the global health crisis began. MarketingProfs

Magnifying the Massive Growth of B2B Marketplaces
87 percent of B2B buyers and 97 percent of millennial B2B buyers purchase through online marketplaces, according to recently-released report data, also showing that millennials have preferred review websites and web search as top pre-purchase research resources. G2

Exclusive: Mary Meeker’s coronavirus trends report
Mary Meeker, publisher of the Internet trends report since 1995, recently released a special coronavirus trends update, which found that on-demand platforms and online marketplaces have been seeing big numbers and high growth, among other items of interest to B2B marketers. Axios


B2B Marketing News: The B2B Categories Rising During Crisis, New Search Traffic Data, B2B Marketplaces See Growth, & Google’s New Ad Features

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Digital Marketing News: Shifting B2B Buyer Behaviors, Brands Evolve Crisis Response, Bad Data’s Effect on B2B Firms, & Twitter Shares New Data With Advertisers

Lane Ellis
Lane Ellis on Apr 17th, 2020
Online Marketing News

2020 April 17 MarketingCharts Chart

How B2B Buyer Behavior Has Changed in Light of COVID-19, and What Marketers and Sellers Can Do Now
82 percent of B2B buyers said they were concerned or strongly concerned about the possibility of a pandemic-sparked recession, while 30 percent have reported spending more on videoconferencing software — two of several findings of interest to digital marketers in a recently-released survey examining B2B buyer shifts. eMarketer

How Bad Data Hurts B2B Companies [Infographic]
Just 33 percent of marketers say they can rely on their customer relationship management (CRM) software, and 88 percent said that bad data has a direct impact on their company’s bottom line — two of the findings in a new infographic look at the effect of poor data on B2B firms. MarketingProfs


Digital Marketing News: Shifting B2B Buyer Behaviors, Brands Evolve Crisis Response, Bad Data’s Effect on B2B Firms, & Twitter Shares New Data With Advertisers

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Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus

Nick Nelson
Nick Nelson on Apr 14th, 2020
B2B Marketing, Video Interviews

Break Free B2B Series: Gary Gerber

When people think of account-based marketing (ABM), they tend to think of it as a smaller-scale practice. Since ABM is fundamentally built around focus in the aligned pursuit of high-value accounts, it’s often associated with a significant reduction in target market scope (i.e., “Let’s narrow down to our 20-30 most promising accounts).

This itself is a constraint from which B2B marketers need to break free, which is why Gary Gerber stood out as a fitting guest for the first interview in our second season of Break Free B2B. At B2B Marketing Exchange in February, he sat with TopRank Marketing President Susan Misukanis to unpack what’s needed to bring ABM to the next level.

Gary and his team at Folloze helped Cisco develop a sophisticated and highly effective ABM program that targeted 20,000 customers through one-on-one, personalized content and messaging.


Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus

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Digital Marketing News: Micro-Influencers See Rising Engagement, Marketers Turn to SEO During Crisis, YouTube Launches Shorts, & 4 New Pandemic Marketing Reports

Lane Ellis
Lane Ellis on Apr 10th, 2020
Online Marketing News

2020 April 10 MarketingCharts Chart

SEO will be a primary focus for marketers during the downturn, says survey
Search Engine Optimization (SEO) is poised to see increased budget spending during the pandemic, according to recently-released survey results, also showing that organic and paid search were the two top performing channels among multiple industries during 2019. Marketing Land

ANA: Most Brands Have Adjusted Their Creative Since COVID-19 Named A Pandemic
92 percent of marketers have made changes to their campaigns since the pandemic began, with 46 percent having reported substantial changes and 42 percent having indicated that they’ve made more moderate changes, according to newly-released survey data from the Association of National Advertisers (ANA). MediaPost


Digital Marketing News: Micro-Influencers See Rising Engagement, Marketers Turn to SEO During Crisis, YouTube Launches Shorts, & 4 New Pandemic Marketing Reports

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Digital Marketing News: Influencers See Surging Engagement, COVID-19’s Impact on B2B Marketers, & New Opportunities For Building Brand Trust

Lane Ellis
Lane Ellis on Apr 3rd, 2020
Online Marketing News

2020 April 3 Social Bakers Chart

Influencers see surge in engagement, want to help SMBs
While other forms of marketing have generally seen decreased effectiveness figures during the coronavirus pandemic, influencer marketing has seen surging social media engagements and impressions, with some 70 percent of influencers seeing audiences seeking guidance from them during the crisis, according to recently-released survey data of interest to digital marketers. Influence Central

Forrester: Brands must build trust as coronavirus saps consumer sentiment
Although brands have been facing decreased consumer confidence due to the coronavirus pandemic, some are also achieving new levels of trust by helping consumers regain a sense of control, a shift examined in newly-released consumer energy index survey data from Forrester. Marketing Dive

Forrester Chart


Digital Marketing News: Influencers See Surging Engagement, COVID-19’s Impact on B2B Marketers, & New Opportunities For Building Brand Trust

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