B2B Marketing Blog - TopRank®

B2B Marketing views, news and interviews.

Tired Of Chasing Vanity Metrics? Drive Better Marketing Outcomes & More Sales! – B2BMX

Katelyn Drake
Katelyn Drake on Mar 1st, 2023
B2B Marketing, Marketing PR Conferences

Tired of chasing vanity metrics panel of speakers at the B2BMX marketing conference image

 

 

 

 

 

While reviewing metrics, it can sometimes be hard to identify the metrics that matter vs vanity metrics.

Vanity metrics are metrics that may look impressive on the surface but do not provide meaningful insights into the performance of a marketing campaign or business. They are called “vanity” metrics because they make us feel good but are ultimately superficial and not indicative of real success. Some examples of vanity metrics for marketers include:

  1. Likes and followers on social media: While having a large following on social media may look impressive, it does not necessarily translate into actual engagement or conversions.

Tired Of Chasing Vanity Metrics? Drive Better Marketing Outcomes & More Sales! – B2BMX

12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX

12 can't miss sessions at B2B Marketing Exchange #B2BMX 2023 speakers and crowd image

This week, the annual B2B Marketing Exchange (#B2BMX) conference kicks off in Scottsdale, Arizona, and if the promise of sunshine wasn’t enough, the speaker lineup has me radiating with excitement. 

This is my first B2BMX and I’m hoping to run into some old friends as well as make some new connections while we soak up the energy and inspiration from the B2B marketers attending, presenting and exhibiting at the event. 

If you are like me and get easily overwhelmed with so many inspiring sessions from top thought leaders, here’s a cheat sheet for my can’t-miss sessions. 

Here are my top 12
(because I couldn’t narrow it down to 10)
Can’t-Miss Sessions at B2BMX 2023:

DAY 1 – FEB 27


12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX

5 Ways ChatGPT Will Change the Future of B2B Content Marketing

Harry Mackin
Harry Mackin on Feb 27th, 2023
B2B Marketing, Content Marketing

5 ways ChatGPT will change the future of B2B content marketing woman at computer image

If you haven’t heard the jokes yet, you will. ChatGPT is the terminator, and all of us content marketers are Sarah Connor. It’s only a matter of time before the evil machines seize our jobs out from under us and send us scrambling for one of the six journalism positions left on the planet. If, someway, somehow, we want to stay in marketing, our only desperate recourse will be to learn how keywords actually work, or worse… try PAID SEARCH.

…Ok, so the reality isn’t all that dramatic, no matter what those jokers in SEO want you to believe. There is, however, a grain of truth behind all the ribbing: the fact is, ChatGPT and advanced machine learning AI like it is going to change how content marketing works forever. In fact, it already is. It’s just not going to replace content marketing or content marketers.


5 Ways ChatGPT Will Change the Future of B2B Content Marketing

B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) Disruption

Lee Odden
Lee Odden on Feb 24th, 2023
B2B Marketing

Jeff Marcoux B2BMX 2023

Our B2B Marketing Exchange Speaker Spotlight is back with none other than Jeff Marcoux, CMO at Bombora, a provider of Intent data for B2B sales and marketing. With a conference theme of Performance Plus, Jeff is a great choice for a B2BMX keynote speaker with his extensive background in tech and enterprise B2B Marketing.

I first met Jeff when he was a CMO Lead, Worldwide Enterprise Marketing at Microsoft in 2015 and was kind enough to educate us all in the art and science of predictive analytics. Jeff has continued on his path as a sophisticated B2B marketer in senior marketing leadership roles, giving back as an adjunct professor in marketing and starting his own go to market consultancy.


B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) Disruption

Elevate B2B Marketing News: Social Engagements Hit New Low, Gen Z B2B Buyer Study, Bing’s New AI Image Creator, & Marketing’s Rising Importance

Lane Ellis
Lane Ellis on Feb 24th, 2023
Online Marketing News

2023 February 24 Rival IQ Chart

Millennial and Gen Z B2B buyers are many and demanding online [Report]
64 percent of business buyers are in the millennial and Gen Z demographic, with the B2B buyers in these groups more likely to express dissatisfaction relating to purchase experiences than those in older groups — two of several findings of interest to B2B marketers contained in newly-published Forrester report data. Digital Commerce 360

The Most Impactful Trends of 2023, per Agencies
69 percent of marketing executives have said that short-form video is the 2023 trend that will have the greatest impact on clients and the marketing industry, while 43 percent pointed to influencer marketing as a trend expected to have strong impact, with 43 percent having also pinpointed the smarter delivery of personalized experiences, according to recently-released survey data. MarketingCharts


Elevate B2B Marketing News: Social Engagements Hit New Low, Gen Z B2B Buyer Study, Bing’s New AI Image Creator, & Marketing’s Rising Importance

B2BMX Speaker Spotlight: Pam Didner on Artificial Intelligence Impact on B2B Marketing

Lee Odden
Lee Odden on Feb 22nd, 2023
B2B Marketing

AI B2B Marketing Pam Didner B2BMX
Where do B2B Marketers go for up to date information, great networking and insights on what’s working in B2B Marketing? B2BMX is definitely on the list of events where business marketing professionals find what they need to succeed in the dynamic and fast changing world of B2B marketing.

To give TopRank’s B2B Marketing Blog community a preview of the expertise to be found at the B2B Marketing Exchange marketing conference, today’s post features an interview with my longtime friend and B2B Marketing/Sales champion, Pam Didner.

Pam worked at Intel for over 14 years before elevating her career to become an international keynote speaker, workshop leader, adjunct professor, author of multiple B2B marketing books and one of the most influential people on the topic of B2B marketing. She’s also VP of Marketing at Relentless Pursuit.


B2BMX Speaker Spotlight: Pam Didner on Artificial Intelligence Impact on B2B Marketing

Infographic: 15+ Reasons B2B Brands are Leveraging Influencer Marketing

Lane Ellis
Lane Ellis on Feb 20th, 2023
B2B Marketing, Influencer Marketing

15+ reasons B2B brands are leveraging influencer marketing image

What are some of the top reasons that B2B brands are leveraging influencer marketing in 2023?

In the following infographic, we share 15+ valuable insights, take-aways and statistics that show how B2B brands and marketers are increasingly turning to the power of influencer marketing to add the type of human touch-points that are more important than ever in the face of increasing use of artificial intelligence (AI), and to help strengthen marketing efforts in the face of economic uncertainty.

Let’s jump right in with an array of 15+ helpful and sometimes-surprising B2B influencer marketing insights.

15+ reasons B2B brands are leveraging influencer marketing infographic

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


Infographic: 15+ Reasons B2B Brands are Leveraging Influencer Marketing

Elevate B2B Marketing News: B2B Personalization Study, Content Driving More Revenue, Google’s New Link Guidelines, & Marketing Loyalty Data

Lane Ellis
Lane Ellis on Feb 17th, 2023
Online Marketing News

2023 February 17 Insider Intelligence Chart

B2C and B2B Customers Expect Personalized Content at Different Stages of the Purchase Journey
57 percent of B2B customers have said that they expect personalized content when discovering a company’s products and services — compared with 22 percent of B2C customers, with greater overall personalization expected from B2B customers than from those in B2C at each of six buying stages, according to newly-published Adobe and Forrester survey data. MarketingCharts

38% of marketers shift strategy from customer acquisition to loyalty
Roughly a third of marketing executives have said that they are hoping for more robust budgets in 2023 than in 2022, while over half noted that inflationary concerns had impacted their business — two of several findings of interest to B2B marketers contained in recently-released survey data. Marketing Dive


Elevate B2B Marketing News: B2B Personalization Study, Content Driving More Revenue, Google’s New Link Guidelines, & Marketing Loyalty Data

15+ Top Tips For B2B Marketers To Optimize & Humanize LinkedIn Profiles

Lane Ellis
Lane Ellis on Feb 15th, 2023
B2B Marketing, LinkedIn

15+ LinkedIn profile optimizations for B2B marketing collage image with magnifying glass

Since its formation LinkedIn* has been the leading business social media platform, and with increasing numbers of brands and users having turned away from Twitter since its 2022 ownership change and subsequent policy shifts, in 2023 LinkedIn has grown to over 900 million members.

With interest in LinkedIn at a new high-point, how can B2B marketers ensure that their place within the LinkedIn universe is accurately represented — both professionally and personally?

The many features of LinkedIn member profiles have evolved and greatly expanded over the years, and more B2B marketers than you would expect are missing out on exposure opportunities that are only a click away.

Let’s take a look at 15+ optimizations that will take your LinkedIn profile to the next level, with a focus on the human elements that will help you sparkle on the platform.


15+ Top Tips For B2B Marketers To Optimize & Humanize LinkedIn Profiles

Trust Statistics for 2023 that B2B Marketers Will Love

Joshua Nite
Joshua Nite on Feb 13th, 2023
B2B Marketing

Top 2023 trust statistics that B2B marketers will love people jumping in front of sunset image

It’s almost Valentine’s Day, that commodified and commercialized celebration of the most bountiful and free resource we have.

But cynicism aside, love in all its forms is a beautiful thing worth celebrating. And one absolutely essential part of love is trust. It’s asking someone to put their trust in you and having faith you will get the same in return. That’s something no amount of flowers and chocolate can buy.

As a marketer, you want customers to fall in love with your brand. But that type of love requires trust, too. And on that point, we’ve got good news and bad news.

Edelman just published their 2023 Trust Barometer. It’s always an eye-opening read, and this year has some fascinating stats that marketers need to know.


Trust Statistics for 2023 that B2B Marketers Will Love

Elevate B2B Marketing News: Google’s New Bard AI, Microsoft Adds AI To Bing, Business Trust Study, & LinkedIn Content Preferences Research

Lane Ellis
Lane Ellis on Feb 10th, 2023
Online Marketing News

2023 February 10 MarketingCharts Chart

The evolution of B2B marketing in 5 charts
55 percent of B2B marketing executives have said that the length of purchasing cycles has increased, while 35 percent of B2B marketers consider the top technology investment obstacle to be organizational data that isn’t normalized across systems — two of several findings of interest to digital marketers contained in newly-released survey data. Insider Intelligence

Google shows off more of what its ChatGPT competitor Bard can do
With the launch of its Bard artificial intelligence (AI) generative chatbot service, Google has signaled a search future in which it looks to temper the benefits of AI with an understanding of those areas where the technology may pose challenges, and the search giant shared examples of what its new Bard ChatGPT challenger is able to do, Google recently announced. CNBC


Elevate B2B Marketing News: Google’s New Bard AI, Microsoft Adds AI To Bing, Business Trust Study, & LinkedIn Content Preferences Research