B2B Marketing Blog

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

Lane Ellis on Jul 20th, 2022
B2B Marketing, Influencer Marketing

What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in the push to 2023 and beyond?

With the recent launch of our all-new 59-page 2022 B2B Influencer Marketing Research Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology platform executives.

The popularity of influencer marketing is on the rise, as 85 percent of respondents to our extensive survey expect activity to increase over the next year, with B2B marketers increasing their level of maturity and sophistication and shifting towards always-on, relationship-based influencer communities.

Let’s jump right in and take an eye-opening look at the future and power of B2B influence from 10 of the world’s top experts and influencers.

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

4 Secret Successes of B2B Influencer Marketing

Joshua Nite on Jul 19th, 2022
B2B Marketing, Influencer Marketing

Does B2B influencer marketing work?

We asked marketers that question for our new 2022 B2B Influencer Marketing Report. The result: 86% said their programs were either moderately or very successful.

But what’s more interesting is how the marketers we surveyed are defining success.

We tend to think of influencer marketing as a top-of-funnel tactic. While it’s definitely effective for raising awareness and building credibility, the benefits don’t stop there.

Here are four surprising benefits that B2B marketers are seeing with smart influencer marketing.

#1 — Lead Gen & Revenue

Influencer marketing can bring in prospects to your brand, even without having the influencer endorse your solution or give a sales pitch. In fact, over half of our respondents said their influencer program is directly responsible for generating new leads. What’s more, 33% said they can directly attribute revenue to their program.

4 Secret Successes of B2B Influencer Marketing

Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond

Lee Odden on Jul 18th, 2022
B2B Marketing, Influencer Marketing

On the heels of publishing our 2022 State of B2B Influencer Marketing research, there are many questions that go beyond what can be contained within a robust 59 page report, especially when there’s so much optimism around the practice. For example:

73% of B2B marketing organizations are working with influencers
95% of B2B marketers that work with influencers have achieved one of their top marketing goals
72% of B2B marketers have improved brand reputation working with influencers
86% of B2B Marketers working with influencers are successful

While we’re ready and happy to answer any questions about influencer marketing here at TopRank Marketing I also know there are many smart B2B marketing practitioners working at companies of all sizes that have important insight, experience and perspectives to share.

Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond

B2B Marketing News: Millennial B2B Decision Makers Study, Passion Proves Key For Influencers, & Twitter’s New CoTweets

Lane Ellis on Jul 15th, 2022
Online Marketing News

Why B2B marketplaces are now a mainstream digital commerce sales channel [Report]
B2B marketplace sales climbed by 131 percent in 2021, reaching $56.5 billion, making them the swiftest-growing eCommerce channel, with sales expected to reach some $130 billion in 2022, as 57 percent of B2B buyers noted that they were buying more from digital marketplaces during the pandemic, according to recently-released report data. Digital Commerce 360

The Top Challenges B2B Sales Reps Face Early in the Sales Cycle
30 percent of B2B sales professionals have said that getting prospect data to begin conversations was their top challenge, while 38 percent noted that personalizing sales presentation messages to prospects was their leading pain point — two of several findings of interest to B2B marketers contained in newly-released survey data. MarketingProfs

B2B Marketing News: Millennial B2B Decision Makers Study, Passion Proves Key For Influencers, & Twitter’s New CoTweets

Infographic: 20 Key Insights From The 2022 B2B Influencer Marketing Report

Lane Ellis on Jul 13th, 2022
B2B Marketing, Influencer Marketing

What are some of the key B2B influencer marketing insights that B2B marketers can use to create more authentic, trusted and meaningful experiences as we forge ahead to 2023?

In the following infographic, we share 20 valuable insights and statistics taken from our all-new 2022 B2B Influencer Marketing Report, which our CEO and co-founder Lee Odden recently launched here on the TopRank Marketing blog.

Let’s jump right in with an array of helpful and sometimes-surprising B2B influencer marketing insights.

You can download a full-resolution PDF version of this infographic here.

Infographic: 20 Key Insights From The 2022 B2B Influencer Marketing Report

2022 B2B Influencer Marketing Report: New Data, Insights, Case Studies, Predictions

Lee Odden on Jul 11th, 2022
B2B Marketing, Influencer Marketing

Click play on the video above for a highlight of the 2022 B2B Influencer Marketing Report or you can download the full PDF here.

With 2022 in full swing, the team and I at TopRank Marketing are happy to share our second report on the B2B Influencer Marketing. As the business world has overcome challenges, pivoted, adjusted and innovated we’ve had a similar experience getting this research completed, analyzed and visualized for the B2B marketing world.

Without question, the pandemic has impacted all aspects of business including B2B marketing, with 74% of respondents in our survey saying they made adjustments to their go- to market strategies.

The good news is that many B2B marketers have emerged from the pandemic as confident: Nearly half of the marketers we surveyed consider their marketing very or extremely successful.

2022 B2B Influencer Marketing Report: New Data, Insights, Case Studies, Predictions

B2B Marketing News: Personalization’s Rising Value For Brands, Advertisers Seek More CMOs, & Instagram’s New Reels Features

Lane Ellis on Jul 8th, 2022
Online Marketing News

B2B customer journeys that begin at review sites are significantly shorter
B2B buying journeys average 192 days in length, dropping by 63 percent when a buyer’s first touch is with a review website, while the buying process is significantly longer than average when first-touch channels are social or paid media — three of several findings of interest to B2B marketers contained in newly-released report data. MarTech

Why personalization is more important than ever for brands [Report]
62 percent of consumers have said brands that don’t deliver personalized experiences will lose their loyalty, a figure that’s up seven percent from rates in 2021, while some 63 percent said they are fine with brand personalization efforts as long as they use voluntarily-shared first-part data, according to recently-released survey data. SmartBrief

B2B Marketing News: Personalization’s Rising Value For Brands, Advertisers Seek More CMOs, & Instagram’s New Reels Features

Cannes Creative B2B Lions: What Award-Winning B2B Marketing Looks Like In 2022

Lane Ellis on Jul 6th, 2022
B2B Marketing

What does award-winning B2B marketing look like?

For the first time since the prestigious Cannes Lions International Festival of Creativity began in the 1950s, the recently-held 2022 event saw dedicated B2B-specific marketing award categories, offering a new opportunity for B2B marketers to have their efforts shine on the global stage.

The new Creative B2B Lions event and awards were established in conjunction with the B2B community — most notably The B2B Institute — the industry think tank funded by LinkedIn* that researches the future of B2B marketing and decision making.

Now that the inaugural Cannes Creative B2B Lions awards event has taken place, let’s take a look and see what award-winning B2B campaign efforts look like in 2022, and where they may be headed in the years ahead.

Cannes Creative B2B Lions: What Award-Winning B2B Marketing Looks Like In 2022

Marketing Fireworks: The Increasing Importance of B2B Influencer Marketing

Lane Ellis on Jul 4th, 2022
B2B Marketing, Influencer Marketing

As our U.S. readers celebrate the Fourth of July holiday with summer gatherings and fireworks, B2B influencer marketing is generating its own fireworks, having taken on significantly increased importance since the pandemic began.

We’ll soon be releasing our official 2022 B2B Influencer Marketing Research Report — nearly 60 pages filled with the latest strategy, tactics, operations, software, best practices, integration, measurement, budgeting, trends and predictions from the world’s top influencers at major global brands including LinkedIn*, SAP, Adobe, Intel, Cisco, Demandbase, Oracle, SAS, Deloitte Digital and many more.

Let’s take an Independence Day sneak peak at just a few of the hundreds of deep-dive insights into the current state of B2B influencer marketing the forthcoming comprehensive report will contain, beginning with a few words from our CEO and co-founder Lee Odden.

Marketing Fireworks: The Increasing Importance of B2B Influencer Marketing

B2B Marketing News: Top B2B Marketing & Sales Consolidation Obstacles, Twitter’s Branded Likes, Video Spending Soars, & Google’s New Page Experience Features

Lane Ellis on Jul 1st, 2022
Online Marketing News

Meta and Google’s hold on digital advertising loosens as TikTok and others gain share
Google and its YouTube business combined with Meta and its Facebook and Instagram platforms combined to account for 53.4 percent of all U.S. digital advertising spending, a figure that is expected to fall to 50.5 percent in 2022 and predicted to drop to 47.7 percent by 2024, according to newly-released forecast data. The data also showed that between 2020 and 2023 nine additional platforms will have become $1 billion advertising businesses. eMarketer

The Brand Lessons That Are Having An Impact This Year In B2B
B2B brands are seeing success using some of the techniques and styles typically reserved for B2C marketing efforts such as multichannel customer communication and an increased focus on environment, social and governance (ESG), and Forbes explores some of these shifts. Forbes

B2B Marketing News: Top B2B Marketing & Sales Consolidation Obstacles, Twitter’s Branded Likes, Video Spending Soars, & Google’s New Page Experience Features

Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI

Lane Ellis on Jun 29th, 2022
B2B Marketing, Video

How is B2B video marketing continuing its ascendancy and generating greater return-on-investment (ROI) than ever, and where are B2B marketers finding the sweet spot when it comes to video success?

With investment in B2B video having climbed, search engines showing more video answers and social media platforms continuing to place video front and center, there’s never been more vibrant and bustling video marketing activity — or possibility — than now.

Let’s take a look at some of the most recent information about B2B video from the latest industry reports and surveys, and hear from some of the top subject matter experts and proponents of B2B video.

Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI

10+ Top Content & Search Marketing Insights from MnSearch Summit 2022

Nick Nelson on Jun 27th, 2022
B2B Marketing, Marketing PR Conferences, Search Marketing

When MnSearch, Minnesota’s premier collection of search marketing luminaries, held its latest big annual summit in St. Paul, we knew TopRank Marketing had to be in the house. I attended Friday’s festivities at the RiverCentre along with our search marketing manager Ryan Leighty.

It was my first time attending a marketing conference in almost three years — and also my first time meeting my awesome coworker Ryan in person — which created plenty of good vibes in itself. But there was also a lot of really great content from very bright folks, making this event all the more enriching.

Ryan and I divided and conquered the day’s sessions. Naturally, he dove into the more technical search topics — you’ll be shocked to hear Google Analytics 4 (GA4) was a recurring focus! — while I gravitated more toward the content-centric themes.

10+ Top Content & Search Marketing Insights from MnSearch Summit 2022