Online Marketing Blog

Digital Marketing News: LinkedIn Tops Trust Study, Facebook’s Disappearing Likes, Ad Spending Climbs, Reddit’s New Marketing Features & More

Lane Ellis on Oct 4th, 2019 Online Marketing News

2019 October 4 MarketingCharts Chart

LinkedIn takes the top spot for the third straight year in our annual Digital Trust Report — and Facebook remains in dead last
For the third consecutive year LinkedIn (client) has garnered the most-trusted social media platform spot, according to Business Insider Intelligence’s Digital Trust Report, which also saw Facebook ranked at the bottom. Business Insider

Instagram in-stream video ads driving more purchases than Story Ads: Report
Instagram’s in-stream video advertisements have edges out Story ads, according to new report data, with some 12 percent of consumers making a purchase after seeing a story video, while 27 percent did so after watching an in-feed video ad. Marketing Land

Digital Marketing News: LinkedIn Tops Trust Study, Facebook’s Disappearing Likes, Ad Spending Climbs, Reddit’s New Marketing Features & More

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B2B Marketing Spotlight: Neen James on How to Make Attention Pay #mpb2b

Lee Odden on Oct 3rd, 2019 B2B Marketing, Interviews, MarketingProfs B2B Forum

Neen James is the author of Folding Time™ and her most recent book, Attention Pays™. She is frequently named one of the top 30 Leadership Speakers by Global Guru because of her work with companies like Viacom, Comcast, Cisco, Virgin, Pfizer, BMW, and the FBI, among others.

Neen is a leadership expert who delivers high-energy keynotes that challenge audiences to leverage their focus and pay attention to what matters most at work and in life.

She’s also originally from Australia but now lives in Florida. Neen and I are both members of a secret or not so secret society of speakers and although we have never met until today, the energy she shares through her digital communications makes me feel like we’ve known each other for years.

B2B Marketing Spotlight: Neen James on How to Make Attention Pay #mpb2b

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Get Your Priorities Straight: How to Prioritize to Optimize Your Marketing Workflow

Anne Leuman on Oct 2nd, 2019 B2B Marketing, Content Marketing

Here’s what marketers look like when everything is a priority:

via GIPHY

And here’s what marketers look like when everything gets prioritized:

via GIPHY

I think you can all guess which scenario is more efficient, effective, and less stressful.

Throughout my marketing career, I’ve taken on roles that have challenged me to be a jack of all trades as well as a specialist—yet every role has required the ability to identify, assess, and tackle the tasks at hand in a way that makes sense for my clients, organization, team, and myself. Simply put, every marketing practitioner and leader needs to be able to prioritize and deprioritize work to be lean, mean marketing machine that drives results.

Get Your Priorities Straight: How to Prioritize to Optimize Your Marketing Workflow

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Return to Sender: Email Marketing Is NOT Dead, But It Needs Rejuvenation

Nick Nelson on Oct 1st, 2019 B2B Marketing, Content Marketing, Email Marketing

Oh, look. Another death of email marketing headline. All too often, we see posts that lead with this provocative clickbait proclamation, while keeping the contradicting nuances under the surface.

Ironically, this kind of practice is exactly WHY email marketing has seen its reputation tarnished. The focus has shifted too far toward style at the expense of substance. Marketers became so singularly obsessed with compelling opens and clicks, through irresistible subject lines and poppy CTAs, that many of us lost touch with the core value of this digital channel: direct, one-on-one engagement.

I’m here to tell you that this value still exists, and might be more essential today than ever, in spite of (maybe even because of) the waters becoming so muddied. Recipients will welcome a little freshness and clarity in their inbox, from those brands and influencers that are willing to buck the trend.

Return to Sender: Email Marketing Is NOT Dead, But It Needs Rejuvenation

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Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020?

Lane Ellis on Sep 30th, 2019 B2B Marketing, Digital Marketing

We’ve now reached the end of the third quarter of 2019, one filled with many significant B2B marketing changes and several surprising twists and turns that will combine to affect how the industry moves forward as we enter Q4 and push forward to 2020.

Q3 saw numerous exciting shifts in new directions, and a few seemingly slight changes in course that are nonetheless poised to make big impacts in 2020.

We’re always working to bring you the most relevant B2B marketing news, including over 180 weekly industry news videos, hosted by Tiffani Allen, Joshua Nite and others here on our blog and on our TopRank Marketing YouTube channel.

Each quarter we reflect on what’s happened in digital marketing and look ahead with key trends. Let’s examine both the challenges and opportunities the quarter’s top B2B marketing news has brought our industry.

Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020?

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Digital Marketing News: Google Brings Multiple Thumbnails to Video Results, Facebook’s AR Ads Plan, Twitter Adds Multiple List Feature, & More

Lane Ellis on Sep 27th, 2019 Online Marketing News

2019 September 20 MarketingCharts Chart

B2B Personalization Strategies Pivoting As Buyers Require Confidence, Consensus
A new survey from Gartner reveals that there is plentiful high-quality buying information available to B2B buyers, even to the point where 50 percent view the large amount of trustworthy data at hand as overwhelming. Demand Gen Report

Giphy to partner with Oracle Data Cloud’s Moat to measure viewability
Animated GIF image firm Giphy has partnered with Oracle Data Cloud’s analytics and measurement platform Moat to measure branded GIFs used with in-app and via mobile and desktop landscapes — a move aimed at providing greater validation to branded content on the service. Marketing Land

Digital Marketing News: Google Brings Multiple Thumbnails to Video Results, Facebook’s AR Ads Plan, Twitter Adds Multiple List Feature, & More

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B2B Marketing Spotlight: Ty Heath on Optimizing ABM & Social Sales with LinkedIn #mpb2b

Lee Odden on Sep 26th, 2019 B2B Marketing, Interviews, MarketingProfs B2B Forum

Ty Heath is one of those people whose reputation precedes them. I had heard of Ty as a marketing industry speaker and force for change working at LinkedIn before finally meeting her in person. The IRL Ty experience did not disappoint. Each time I meet with Ty, ideas pop like popcorn – who needs coffee with such inspiration around what’s possible?

Currently Ty is Global Lead of The B2B Institute at LinkedIn where she is responsible for scaling education on LinkedIn’s Marketing Solutions product globally. She has previously worked for major brands including IBM, Nestle and over 7 years at Google – plus she’s had her own consultancy.

B2B Marketing Spotlight: Ty Heath on Optimizing ABM & Social Sales with LinkedIn #mpb2b

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5 Unexpected Content Marketing Benefits of B2B Podcasting

Joshua Nite on Sep 24th, 2019 B2B Marketing

We all know by now that podcasting is a fantastic content marketing tactic, right? To review:

Over 81 million people listen to podcasts (Edison Research)
80% finish the majority of every episode on their favorite podcasts (Edison Research)
Most people who listen to one podcast are likely to pick up more (Edison Research)

In other words, there’s an enormous audience out there, ready to spend multiple hours with your quality content. And now they can get your episodes right on the Google results page.

So, since you’re ready to start your podcast anyway, how can you use it to elevate the rest of your content marketing efforts?

5 Unexpected Content Marketing Benefits of B2B Podcasting

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What’s Missing In Your B2B Marketing Strategy? 5 Key Elements You Don’t Want to Overlook

Nick Nelson on Sep 23rd, 2019 B2B Marketing

A car engine without a water pump. A baseball team without a shortstop. A guitar without a D string.

All it takes is one missing piece to prevent something from working as it should. Your B2B marketing strategy might excel in certain areas, but a single overlooked element can cause results to stall out.

I’m not talking about tactics here, because those can vary on a case-by-case basis. But there are specific considerations and focal points that ought to exist in pretty much every marketing strategy, and if we fail to account for them we are doing ourselves a disservice.

This isn’t a matter of covering bases or checking boxes. This is about thinking through your marketing approach holistically to set it up for sustainable growth. If any of the following aspects are amiss for your team at a strategic level, I highly recommend addressing them.

What’s Missing In Your B2B Marketing Strategy? 5 Key Elements You Don’t Want to Overlook

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Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More

Lane Ellis on Sep 20th, 2019 Online Marketing News

About 1 in 4 Consumers Say They’ve Made A Purchase After Hearing A Podcast Ad
Roughly a quarter of consumers have made a purchase after being exposed to a podcast ad, and about one in three say they find podcasts ads to be more engaging than other formats, according to newly-released survey results. MarketingCharts

Poor Data Quality: Marketers Waste 21 Cents Of Every Dollar Spent On Media
Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data, two of the findings in a new report about marketing data quality. MediaPost

Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More

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B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b

Lee Odden on Sep 19th, 2019 B2B Marketing, Content Marketing, Interviews, MarketingProfs B2B Forum

It was back in 2010 at SXSWi that I was in the blogger lounge networking with other social media savvy content creators and thought leaders like Brian Solis, Chris Heuer, Amber Naslund, Chris Brogan and Rohit Bhargava, when I met a fellow marketer who shared a metal bottle opener as his business card.

What a brilliant idea! Package your identity around something useful to trigger conversations.

Fast forward to 2019 and Jay Baer has continued to carry that message of utility, talk triggers and clever marketing savvy to his online media empire of Convince & Convert that includes an award winning blog, a network of podcasts, professional speaking, training and consulting.

B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b

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