Nick Nelson

The 10 Commandments of Modern B2B Marketing – Dave Gerhardt, Drift #B2BSMX

Nick Nelson on Aug 14th, 2019     B2B Marketing, Marketing PR Conferences

Drift is widely regarded as a pioneer in modern marketing, and their Vice President of Marketing Dave Gerhardt has been instrumental in establishing this reputation. 

Taking on his first role as a marketing leader, he helped grow the chatbot platform from a startup with no market recognition to a $10 million company in less than two years. He also co-authored the book Conversational Marketing along with Drift’s founder David Cancel

While his company has experienced powerful growth and attained status as a leading innovator, the journey hasn’t always been smooth and seamless. Dave says there are a number of things he wishes he would’ve known before getting started, and he shared them on Tuesday at B2B Sales and Marketing Exchange in Boston, dubbing them his “10 Commandments for Modern Marketing” (with a stated emphasis on the word modern).

Nick Nelson

CMO Maria Pergolino Charts the Path to Creating an Industry Category with Strategic Marketing #B2BSMX

Nick Nelson on Aug 13th, 2019     B2B Marketing, Marketing PR Conferences

Maria Pergolino at B2BSMX

What is the ultimate goal for any business or marketing unit? 

There are many valid answers to this question. But I think the subject of Maria Pergolino’s REVTalk on Tuesday morning at B2B Sales and Marketing Exchange (B2BSMX) in Boston offers a worthy aspiration for just about any organization: creating a category. 

Brands that are universally held in high esteem and pointed to as shining examples of marketing mastery – such as Uber, Salesforce, and Starbucks – often share this distinction. Their names ring synonymous with what they do. 

As a seasoned marketing executive who’s overseen this outcome at a number of different companies over the years, Maria has developed acute expertise on category creation, and offered us a glimpse of her process.

Nick Nelson

Wow Your Crowd: How Content Marketers Can Create Powerful Audience Connections

Nick Nelson on Aug 12th, 2019     Content Marketing

“Perhaps more than any other art form, comedy cannot exist for its own sake,” according to comedian Andrew Orvedahl in an essay published a few years back. “Comedy requires a bond between performer and audience. And if either ingredient sucks, comedy doesn’t happen.”

He’s right, but we could swap in content marketing for comedy and the statement would still hold plenty of weight. If your content isn’t connecting and resonating with your audience, it may as well not exist. This is one of the most critical skills of the discipline, and also one of the most difficult to harness.

Lane Ellis

Digital Marketing News: Google’s Playable SERP Podcasts & New Unified Analytics, B2B Video Completion Rate Study & More

Lane Ellis on Aug 9th, 2019     Online Marketing News

2019 August 9 Marketing Charts Chart

2018 B2B Video Completion Rates and Other Benchmarks
Business videos four minutes or shorter saw the highest completion rates — between between 50 – 68 percent — while those over 20 minutes saw the lowest, around 25 percent, just some of the research of interest to digital marketers in newly-released B2B video study data. MarketingCharts

New Study Looks at the Most Popular YouTube Content, and Highlights Key Trends
YouTube video content was the subject of a new Pew Research study that examined popular channels with 250K or more subscribers. Among them, just 10 percent produced 70 percent of the content, the research showed. Social Media Today

Lee Odden

B2B Marketing Spotlight: Omar Al-Sinjari, Sr Digital Marketing Manager, RelayHealth McKesson #B2BSMX

Lee Odden on Aug 8th, 2019     B2B Marketing

Omar Al-Sinjari

Next week’s B2B Sales and Marketing Exchange conference in Boston is coming up fast! To give you another sneak peek at the talented brand marketers sharing their insights and best practices, I’ve interviewed Omar Al-Sinjari, Senior Manager, Digital Marketing at RelayHealth – McKesson.

Omar is responsible for all things digital and a full stack operator including ABM, web, analytics, attribution, lead generation and marketing operations.

RelayHealth is a business unit of McKesson which is a $214 billion Fortune 10 company. Large enterprise level organizations bring with them a different set of marketing challenges and opportunities and with all of the evolution in B2B marketing and sales that has emerged, Omar is a great person to give us perspective.

Lane Ellis

10 More Marketing Podcasts To Boost Your Business

Lane Ellis on Aug 7th, 2019     B2B Marketing

Podcasting woman image.

Podcasts are a great way to learn new marketing ideas and get fresh perspectives on boosting your business, and we’ve compiled 10 more of the best podcasts for B2B marketers right here, following up on our recent list of “20 Podcasts To Elevate Your B2B Marketing,” and “Now Hear This: 10 Digital Marketing Podcasts to Educate and Entertain.”

These podcasts offer marketing news and insight from the innovators behind some of the world’s top firms, as well as their own stories, plus tips and advice to take your marketing efforts to the next level.

Whether it’s examining emerging trends in B2B marketing or heartfelt stories of life’s business and personal adventures, the hosts and guests on these podcasts have plenty to offer, and we’re certain you’ll find something that strikes your fancy.

Nick Nelson

Wow Your Crowd: How Content Planning Sets the Stage for Unforgettable Experiences

Nick Nelson on Aug 6th, 2019     Content Marketing

Wow the Crowd with Content Planning

We’re coming up on the 10-year anniversary of the movie Avatar, which was released in December of 2009 and held the title of highest-grossing film worldwide for nearly a decade before being unseated by Avengers: Endgame earlier this year. 

James Cameron’s signature cinematic spectacle presents a model worth following for any content marketer hoping to amaze their audience. We don’t need a $200 million budget, as Avatar had, but we should aspire to adopt the meticulous planning and strategic foresight that drove the film’s galactic success. 

This was the leading subject in our new interactive CMWorld experience, Witness the Greatest Content Marketing Show on Earth, produced in collaboration with Content Marketing Institute to create ahead of next month’s festivities in Cleveland. The show-stopper theme of the conference, and this experience, is designed to place content creators in the mindset of an entertainer, where dazzling viewers is the foremost goal.

Lane Ellis

What the Future of Google Search Means for B2B Marketers

Lane Ellis on Aug 5th, 2019     B2B Marketing, Business of SEO, Google

Low angle shot of modern glass city buildings looking up image.

The future of search at Google includes fascinating changes that will deeply affect the course of B2B marketing.

Google’s search and other services jointly hold vast influence over what people see and do online, a powerful position that isn’t likely to significantly change anytime soon.

Like ocean waves, search always changes at Google, and whether it’s through tiny incremental shifts or explosive changes of course, the future this tech giant is enthusiastically creating is one savvy B2B marketers can’t afford to ignore.

Let’s explore some of Google’s future plans and most recent search changes, while also looking at what they mean for B2B marketers.

Google Search & The Sands of Time

Blowing sand dunes image.

Lane Ellis

Digital Marketing News: Facebook’s Newest Ads, Bravery in Marketing, YouTube’s Masthead Ads, Influencers on LinkedIn & More

Lane Ellis on Aug 2nd, 2019     Online Marketing News

2019 August 2 Litmus Chart

Less is more when it comes to online advertising, research suggests
Brand recall may decrease when ad exposure rises too much, according to newly-released research. Four or more digital ad exposures brought brand awareness rates down by 3 percent, while two and three online ad exposures increased brand awareness by 6 percent, new study data from Sublime has shown. Campaign

Google Makes YouTube Masthead Ads Available to All Advertisers
Google has eased restrictions on YouTube masthead advertisements, making the premium placement ad type — which had only been offered as a part of full-day takeovers — available to all advertisers. Marketers can also now buy on a cost-per-thousand basis, the search giant recently announced. Search Engine Journal

Lee Odden

B2B Marketing Spotlight: Alexandra Gobbi, CMO at Secureworks #B2BSMX

Lee Odden on Aug 1st, 2019     B2B Marketing

Alexandra Gobbi

Sales and Marketing alignment is a wonderful and yet elusive thing. Many B2B marketers and sales professionals in particular are in search of leadership, strategy, best practices and networks of peers they can connect with as they adapt to an ever changing marketing world. Lucky for those working in B2B industries, there’s an upcoming conference in Boston that was developed for just this purpose: B2B Sales and Marketing Exchange.

That name might sound familiar because the same people at Demand Gen Report who brought you B2BMX in Scottsdale have expanded. This first B2BSMX event in Boston features both a Sales and Marketing focus with 6 keynotes, 50+ sessions and over 1,000 registrants. TopRank Marketing has partnered with B2BSMX to give you a glimpse at some of the top talent speaking at the conference through a series of pre-conference interviews.