B2B Marketing Blog

Creating B2B Podcasts That Rise Above The Noise

Joshua Nite on Mar 30th, 2021
B2B Marketing, Podcasting

It’s never impressive to hear someone say they have a podcast. Making a podcast is easy! I have one that’s nearly a decade old and 400 episodes strong.

The hard part is getting people to listen. My personal podcast has maybe 200 monthly listeners and brings in just enough in donations to pay for our web host. And at that, we have 198 more listeners than a lot of podcasts out there.

The barrier to entry is low… but if you’re a B2B brand looking to engage with potential buyers, you’re going to want to aim higher.

How do you make a B2B podcast that actually gets listened to? One that inspires people to subscribe and tell their friends about it?

It’s simple:

Creating B2B Podcasts That Rise Above The Noise

Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing

Lee Odden on Mar 29th, 2021
B2B Marketing, Influencer Marketing

If there was one thing 2020 showed us in the B2B marketing world, it was the growing importance of influence in all aspects of the customer lifecycle from awareness to advocacy. People want to connect with other people, not some faceless brand.

The good news is that smart B2B marketers are putting a face to their brands through employee advocacy programs and building the visibility and influence of their key executives. But how should B2B brands approach the task of growing their brandfluence? At TopRank Marketing we deal in the business of influence and content in the B2B marketing world every day and here are 3 key trends we’re seeing drive an increase in focus on building executive influence:

Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing

B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools

Lane Ellis on Mar 26th, 2021
Online Marketing News

Instagram Announces That Stories Drafts are Coming Soon
Facebook-owned Instagram will roll out a new scheduling option that will provide a helpful change for digital marketers who are using the native Instagram Stories interface, the firm recently announced. Social Media Today

B2B Highlights From “The CMO Survey”
51.3 percent of B2B marketers said they were more optimistic in January 2021 than during the fourth quarter of 2020, while 77 percent said it isn’t appropriate for their brand to take a stance on politically-charged issues — two of numerous findings of interest to digital marketers in new CMO survey data. B2B Marketing Directions

B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools

Choosing The Best B2B Influencers Is Key To Success — Here’s Why

Lane Ellis on Mar 24th, 2021
B2B Marketing, Influencer Marketing

Why is it important to find the right B2B influencers?

Are there right and wrong ways to approach the process of choosing the best B2B influencers?

The crucial task of selecting B2B influencers who will drive the greatest success for a brand isn’t a simple one, yet it’s one often shrouded in mystery — a question that we’ll explore utilizing a collection of do’s and don’ts.

39 percent of B2B marketers state their top challenge with influencer marketing is that the process is too manual, and only 25 percent of less successful influencer marketers use software versus half of the most successful to identify influencers, according to our State of B2B Influencer Marketing Report.

Choosing The Best B2B Influencers Is Key To Success — Here’s Why

20 Ways to Build B2B Executive Credibility and Thought Leadership

Lee Odden on Mar 22nd, 2021
B2B Marketing, Influencer Marketing

The pandemic driven digital transformation of B2B marketing to digital first has created all new levels of competition for time, attention and trust. In this environment, the importance of building credibility is essential in order to deliver stand out customer experiences. But how?

B2B brand Thought Leadership certainly plays a role and as the trends in trust focus more on individuals over companies, the opportunity to optimize content experiences through executive thought leadership and influence are growing. The more influence B2B brand executives have, the more credibility the brand has.

But how? How can B2B marketers build awareness, credibility and influence of their key executives with content? Here are a few tried and true tactics that continue to work in today’s digital B2B environment:

20 Ways to Build B2B Executive Credibility and Thought Leadership

B2B Marketing News: Livestreaming Use By Influencers Climbs, New Omnichannel B2B Report, LinkedIn’s New Campaign Worksheets, & Clubhouse’s Accelerator Program

Lane Ellis on Mar 19th, 2021
Online Marketing News

Longer Articles Associated with More Traffic, Shares
Longer articles tend to get greater numbers of views and shares, with 7,000-plus word articles the most likely to be shared and garner the most page-views, according to recently-released SEMrush data examining some 1.2 million blog articles. MarketingCharts

Gartner: 75% of VCs will use AI to make investment decisions by 2025
Study data looks at how shifting from gut-feel decisions to artificial intelligence-based investment has begun to affect venture capital, while moving from a pilot program to production is a top data science and machine learning challenge, newly-released report data shows. VentureBeat

Livestreaming finds a home among influencers
Live-stream content usage by influencers has remained steady during the pandemic, with some 37 percent of U.K. and U.S. social media users who follow influencers noting that they actively watched the live-stream influencer content, in surveys conducted both in May and September 2020, according to recently-released report data. eMarketer

B2B Marketing News: Livestreaming Use By Influencers Climbs, New Omnichannel B2B Report, LinkedIn’s New Campaign Worksheets, & Clubhouse’s Accelerator Program

Break Free B2B Marketing: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche

Susan Misukanis on Mar 18th, 2021
B2B Marketing, Influencer Marketing

For over a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in a wide variety of industries.

When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like?

In our third season of Break Free B2B Marketing video interviews, we’re continuing in-depth conversations with a selection of top B2B influencers, and taking a close look at the issues that each expert is influential about in their own industry.

Each successful B2B influencer has a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has outlined in “5 Key Traits of the Best B2B Influencers.”

Break Free B2B Marketing: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche

4 Ways B2B Marketers Can Spring Forward And Grow Content Marketing Success

Nick Nelson on Mar 16th, 2021
Online Marketing

We’re more than a year into the pandemic, and things are looking up. Vaccines are rapidly rolling out, states are dialing back restrictions, and a massive government stimulus is about to be distributed across the country. There is a hope, if not an expectation, that the economy will get on a roll this summer.

Nothing can be taken for granted, but the outlook is bright. Numerous industries may experience rises in demand during the months ahead. This is a good time for companies serving those industries to be positioning themselves with smart growth strategies and ambitious marketing plans.

With that in mind, here are some ideas and recommendations to springboard your B2B marketing into the summer months:

Spring Ahead: 4 Tips to Drive Fast Marketing Growth

#1. Let your raving fans guide you forward

4 Ways B2B Marketers Can Spring Forward And Grow Content Marketing Success

B2B Influencer Marketing Strategy: 5 Questions to Ask First

Lee Odden on Mar 15th, 2021
B2B Marketing, Influencer Marketing

It’s no mystery that we’re big fans of influencer marketing where B2B brands engage with industry experts and key opinion leaders to drive conversations, consideration and conversions.

Marketing leaders at B2B companies large and small are realizing how much influence can play a role in virtually every customer communication. As 2021 picks up steam, the practice of influencer marketing presents unique opportunities to optimize digitally transformed B2B marketing.

That said, while the role of influence can be universally present in content and communications, the approach that will work for any given B2B brand is by no means cookie cutter. Influencer engagement is not simply an advertising buy or some kind of programmatic marketing tactic. It’s simultaneously dynamic and open to certain kinds of optimization and scale through process, operations and expertise.

B2B Influencer Marketing Strategy: 5 Questions to Ask First

B2B Marketing News: Emotional Connections Top Brand Loyalty Study, YouTube’s New Metrics, & Google My Business Adds Audience Discovery Data

Lane Ellis on Mar 12th, 2021
Online Marketing News

How and Why B2B Marketers Are Using Intent Data [Report]
56 percent of B2B marketers use intent data to identify new target accounts, while 51 percent use this data to align sales and marketing, according to recently-released report data of interest to digital marketers. MarketingProfs

Post Engagement Rates Remain Far Higher on Instagram Than Facebook or Twitter
Across industries, Instagram saw an average engagement rate more than four times that of Facebook during 2020, according to a recently-released report that examined more than 22 million business page posts on Instagram, Facebook, and Twitter. MarketingCharts

Microsoft Bing updates search results interface to make it more visually immersive
Microsoft’s Bing has augmented its search result experience to include expanding image carousels and infographic-like knowledge panels, in addition to several other new additions, Bing announced recently. Search Engine Land

B2B Marketing News: Emotional Connections Top Brand Loyalty Study, YouTube’s New Metrics, & Google My Business Adds Audience Discovery Data

Creating B2B Podcasts That Rise Above The Noise

Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing

B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools

Choosing The Best B2B Influencers Is Key To Success — Here’s Why

20 Ways to Build B2B Executive Credibility and Thought Leadership

B2B Marketing News: Livestreaming Use By Influencers Climbs, New Omnichannel B2B Report, LinkedIn’s New Campaign Worksheets, & Clubhouse’s Accelerator Program

Break Free B2B Marketing: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche

4 Ways B2B Marketers Can Spring Forward And Grow Content Marketing Success

Spring Ahead: 4 Tips to Drive Fast Marketing Growth

B2B Influencer Marketing Strategy: 5 Questions to Ask First

B2B Marketing News: Emotional Connections Top Brand Loyalty Study, YouTube’s New Metrics, & Google My Business Adds Audience Discovery Data

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Spring Ahead: 4 Tips to Drive Fast Marketing Growth

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