B2B Marketing Blog

B2B Marketing News: LinkedIn Buys Jumprope, B2B Tech Buying Trends, YouTube SEO Study, Nielsen’s Cookie Alternative, & Google’s Record Ad Revenue

Lane Ellis on Aug 6th, 2021
Online Marketing News

LinkedIn Acquires Tutorial Video App Jumprope as it Looks to Expand its Creator Tools
Microsoft-owned LinkedIn (client) has acquired video tutorial creation app firm Jumprope, with the array of creator tools from the acquisition set to help enhance LinkedIn Learning and other areas of the professional social media platform, the company recently announced. Social Media Today

Google parent Alphabet reaches record quarterly revenue, profit in ad boom
Google and its parent firm Alphabet saw an especially strong 70 percent increase in advertising revenue during the second quarter of 2021, the company recently disclosed. That equates to some $560 million is advertising revenue per day during the quarter, and a year-over-year increase of 62 percent, rebounding from the firm’s only revenue decline a year ago due to the global health crisis. Reuters

B2B Marketing News: LinkedIn Buys Jumprope, B2B Tech Buying Trends, YouTube SEO Study, Nielsen’s Cookie Alternative, & Google’s Record Ad Revenue

What 5 Recent Search Marketing Changes Mean For B2B Marketers

Lane Ellis on Aug 4th, 2021
B2B Marketing, Google, Microsoft Bing, Search Marketing

How can B2B marketers adapt to the latest changes in search engine marketing?

Google, Bing, and other search engines have continued to refine their services, bringing changes that B2B marketers need to be aware of.

Holding the dual roles of the world’s most popular search engine and its biggest search advertising provider, Google and its parent company Alphabet saw an especially strong 70 percent increase in advertising revenue during the second quarter of 2021, the firms recently disclosed. That equates to some $560 million is advertising revenue per day during the quarter, and a year-over-year increase of 62 percent, rebounding from the firm’s only revenue decline a year ago due to the global health crisis.

What 5 Recent Search Marketing Changes Mean For B2B Marketers

5 Olympic Lessons for Marketing Project Managers

Anne Leuman on Aug 3rd, 2021
B2B Marketing

Shattered world records. Nail-biting competition. Limitless sportsmanship. The Olympic Games are a sight to behold.

via GIPHY

While we had to wait a little longer for the 2020 Tokyo Olympics, they’re still captivating audiences with competition that pushes the limits of athletes and of humans.

As a long-time spectator of the games, however, I’ve found that some of the most memorable Olympic moments hold real-life lessons and even happen outside of the competition floor. Already at these Olympic Games, I’ve taken note of several moments that are unforgettable in life and in work. Especially as a marketing project manager, where we often have to coach our team members, I’ve learned several lessons from the first week of competition. To learn what those lessons are and how they can impact your marketing projects, read on.

5 Olympic Lessons for Marketing Project Managers

7 Questions B2B Marketers Need to Answer About Influencer Marketing

Lee Odden on Aug 2nd, 2021
B2B Marketing, Influencer Marketing

Diminishing organic social reach, distrust of brand marketing and information overload makes reaching and engaging today’s B2B buyer harder than ever. On top of that, the major changes brought by the pandemic have created new challenges and opportunities for B2B companies to better attract and engage customers in meaningful ways.

Out of the pandemic and the shift to digital first go-to-market approaches for B2B companies, Influencer Marketing has emerged as one of the most effective ways to connect with customers to create better experiences. Despite substantial growth in the discipline from best practices to software, many B2B brands are still experimenting or simply don’t know how to identify, engage and activate influencers.

7 Questions B2B Marketers Need to Answer About Influencer Marketing

B2B Marketing News: B2B Ad Spending Sizzles, Salesforce Slack Buy Complete, C-Suite Marketing Survey, & Clubhouse Opens To All

Lane Ellis on Jul 30th, 2021
Online Marketing News

US B2B ad spend set to pass $30b in 2023, nearly half the dollars will go to digital
In the U.S. alone B2B advertising spending is expected to top $30 billion by 2023, with almost half going to digital, while display advertising spending is expected to surpass that of search advertising by 2023 — two of several insights of interest to digital marketers in newly-released forecast data. The Drum

Salesforce completes $27.7B Slack acquisition
Salesforce has put finishing touches on its $27.7 billion acquisition of business communication platform Slack, with the now-official purchase set to combine Salesforce’s data platform Customer 360 with Slack, Salesforce recently announced. Venture Beat

B2B Marketing News: B2B Ad Spending Sizzles, Salesforce Slack Buy Complete, C-Suite Marketing Survey, & Clubhouse Opens To All

5 Ways the Pandemic Has Forever Changed the Voices & Visions of B2B Marketing

Lane Ellis on Jul 28th, 2021
B2B Marketing

How has B2B marketing changed forever during the pandemic?

The voices and visions of B2B marketing have been forced to shift over the past few years, as have many of the goals and methods we strive for and use to connect with our current and potential customers.

Some of these changes are subtle while others are decidedly not, yet each brings with it both new opportunities for embracing the future of B2B marketing along with risks for those who don’t heed the call when the winds of digital change shift.

Let’s take a look at five of the most substantial changes in B2B marketing that the pandemic has driven, and explore new insights that can inform and inspire your efforts in the push towards 2022 and beyond.

5 Ways the Pandemic Has Forever Changed the Voices & Visions of B2B Marketing

6 Timeless SEO Tips Content Marketers Can Do Now

Lee Odden on Jul 26th, 2021
Content Marketing, SEO

Content is the research search began in the first place.

Learning about how to get customers to visit newly created websites is where my search engine optimization education began. In that journey from before there was a Google to today, many things have changed. What has stayed the same is the opportunity to grow business by connecting customers to content by being the best answer and inspiring those customers to take action.

The best SEO practitioners stay on top of what’s current, always experimenting and evaluating what works for topics in a particular industry for the websites and content they’re in charge of attracting customers to. At the same time, the best SEO advice isn’t worth much if it doesn’t get implemented. That’s why many marketers with long term SEO experience emphasize the fundamentals.

6 Timeless SEO Tips Content Marketers Can Do Now

B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns

Lane Ellis on Jul 23rd, 2021
Online Marketing News

US influencer spending to surpass $3 billion in 2021
An increase of over 33 percent in influencer marketing spending is expected for 2021 — reaching $3.69 billion — recently-released forecast data shows, with a 12.2 percent rise predicted for 2022 and 11.5% in 2023, climbing to $4.62 billion, according to the forecast. eMarketer

Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products
As many as 95 percent of businesses aren’t presently in the market for most services and goods, however not in all sectors, according to newly-released data from client LinkedIn and its LinkedIn B2B Institute. Marketing Week examines the data, and interviews Jann Martin Schwarz, global head of the LinkedIn B2B Institute, on targeting long-term B2B marketing goals and more. Marketing Week

B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns

Digital Diamonds: 5 Multifaceted Tactics To Boost Your B2B Marketing Clarity & Commitment This Summer

Lane Ellis on Jul 21st, 2021
B2B Marketing

How is successful B2B marketing like a master jeweler working with diamonds of the digital marketing variety?

Diamonds are forever, as the 1971 James Bond film and its title song made famous, and with the archival global power of the web, your B2B marketing efforts are also likely to endure — so why not strive to make them truly memorable?

Also like diamonds, B2B marketing is a multifaceted endeavor.

Let’s explore five enduring tactics that can help you achieve B2B content marketing clarity and create your own digital marketing diamonds.

1 — Achieve Content Marketing Clarity

via GIPHY

Bring diamond-like clarity to your B2B content marketing by identifying and focusing on the heart of your effort’s primary goal.

Digital Diamonds: 5 Multifaceted Tactics To Boost Your B2B Marketing Clarity & Commitment This Summer

Write from the Heart for More Memorable B2B Content Marketing

Joshua Nite on Jul 20th, 2021
B2B Marketing, Content Marketing

B2B marketers have been pushing for personalized content for a good long while. Now we’re also trying to humanize content — to make the case that B2B buyers are human beings who want to connect with other humans on an emotional level.

Isn’t it remarkable that we still have to make that argument?

But I’m not here to write another 1000 words about humanizing content. I want us to take it a step further, beyond personalization, humanization, personality and empathy.

B2B content marketing needs to come from the heart.

True, genuine heart is the last frontier in content. Every brand has an Instagram with behind-the-scenes content to boost authenticity. Every brand is striving to give at least the appearance of sincerity, personality and transparency.

Write from the Heart for More Memorable B2B Content Marketing

Share Your Expertise in the 2021 State of B2B Influencer Marketing Survey

Lee Odden on Jul 19th, 2021
B2B Marketing, Influencer Marketing

The past year or more has taught B2B marketer many lessons, especially the importance of creating digital first experiences that are credible, authentic and relevant to specific buyers. As part of the digital transformation of marketing, many B2B companies have adjusted their go-to-market approach to satisfy the changing customer expectations that have evolved during the pandemic.

One of those adjustments in B2B marketing has been the increasing role of influence in delivering credible, authentic and relevant digital experiences. Our initial B2B Influencer Marketing research from 2020 showed that going into the pandemic, confidence in working with B2B influencers was very high as were expectations of outcomes.

Despite the growing confidence in working with B2B influencers over the past year, today there are important questions to be answered as more B2B brands enter the realm of influence and grow more sophisticated with the practice.

Share Your Expertise in the 2021 State of B2B Influencer Marketing Survey

B2B Marketing News: B2B MarTech Spending On The Rise, More Brands Turn To Personalized Content, Microsoft’s New Multimedia Ads, & The Power Of B2B Storytelling

Lane Ellis on Jul 16th, 2021
Online Marketing News

Twitter’s Fleets Format To Disappear, Just Weeks After Ads Test Commenced
Twitter has abandoned its Fleets feature that automatically deleted messages in the format after 24 hours, noting that the format and its accompanying full-screen vertical ads, hadn’t performed as well as initially envisioned, the firm recently announced. MediaPost

Digital to power a 10.4% recovery in global ad spend
Global digital advertising spend will ascend to $311 billion to hit 15.6 percent growth in 2021, according to newly-release forecast data from Dentsu, the firm recently announced. Social ad spending is expected to rise even more swiftly at 23 percent, with video ads predicted to rise by 17 percent, according to the forecast data. The Drum

B2B Marketing News: B2B MarTech Spending On The Rise, More Brands Turn To Personalized Content, Microsoft’s New Multimedia Ads, & The Power Of B2B Storytelling