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B2B Marketing News: B2B Data Acquisition Strategies, Rising Social Privacy Concerns, Meta Brings WhatsApp To Its Workplace Platform, & The Role Of Timing In B2B Marketing

Lane Ellis
Lane Ellis on Jan 28th, 2022
Online Marketing News

2022 January 28 Cyance Chart

Which Contact Data Acquisition Strategies Are Most Effective for B2B Marketers? [Survey]
79 percent of B2B marketers have said that their website registration forms are the most effective customer and prospect data-gathering tactic, followed by 54 percent who said content downloads from dedicated landing pages, and 47 percent who said in-person events, according to recently-released survey data. MarketingCharts

B2B sellers deal with challenges of online customer experience
Half of B2B sellers see budget and supply chain improvements as the largest challenges they’re likely to face in 2022, with 47 percent noting that data management will be among their top issues during the year ahead, according to newly-reased survey data of interest to digital marketers. Digital Commerce 360


B2B Marketing News: B2B Data Acquisition Strategies, Rising Social Privacy Concerns, Meta Brings WhatsApp To Its Workplace Platform, & The Role Of Timing In B2B Marketing

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In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022

Lane Ellis
Lane Ellis on Jan 26th, 2022
B2B Marketing, Marketing PR Conferences

B2B marketers viewing remote event video.

How can B2B marketers get the most from events in 2022, whether they’re in-person, all-virtual, or in any of several combinations of hybrid formats?

The marketing event landscape in 2022 may not be as topsy-turvy and uncertain as it was in 2021, yet there’s no shortage of questions many events are still facing. Some have chosen to hedge their bets as long as possible, waiting to see whether an in-person format will work for their audience. Others have gone all-in with one format or another, hoping that their event won’t have to make last-minute format changes as the winds of the pandemic shift.


In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022

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Three Steps to Elevated B2B Marketing in 2022: Innovate, Collaborate, Accelerate

Lee Odden
Lee Odden on Jan 24th, 2022
B2B Marketing

Elevated B2B Marketing 2022

B2B marketers have faced unprecedented challenges over the past two years but I am one of those people that genuinely sees these times as an opportunity. Working in the marketing industry, especially at a B2B marketing agency, means being adaptable and engaged in a constant state of improvement aka ABO (always be optimizing).

Information overload, changing buyer behaviors towards digital first information experiences and the dramatic increase in content competition mean B2B marketers cannot win simply be creating more content or chasing the latest shiny object tactic.

In these times of elevated digital savviness and access to digital content consumption, creation and engagement, we are all creators. We are all influential. We are all in market to engage on topics relevant to the brands that serve us. As marketers, we are also increasingly pressed to prove our impact to the business.


Three Steps to Elevated B2B Marketing in 2022: Innovate, Collaborate, Accelerate

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B2B Marketing News: More Executives Using Social, B2B Events Rebound, New Trust Barometer Data, Meta’s New Ad Policies, & Mobile Ad Spend Rises

Lane Ellis
Lane Ellis on Jan 21st, 2022
Online Marketing News

2022 January 21 Edelman Chart

B2B Pros Worry About Leads Getting To The Right Person, Study Finds
58 percent of B2B marketers have said that they are only somewhat or not confident in their organization’s process for taking inbound leads to proper sales team members — one of several statistics of interest to digital marketers contained in recently-released survey data. MediaPost

More executives are turning to social media during the pandemic. [Report]
Some 56 percent of business executives have said that they are increasing their usage of social media due to the pandemic, with 68.4 percent expressing positive reactions to colleagues or leaders sharing industry news and content on social media, according to newly-released report data. PRWeekUS


B2B Marketing News: More Executives Using Social, B2B Events Rebound, New Trust Barometer Data, Meta’s New Ad Policies, & Mobile Ad Spend Rises

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B2B Marketers: It’s Time to Make Inclusive Language a Priority. Here’s How.

Nick Nelson
Nick Nelson on Jan 19th, 2022
B2B Marketing

Diverse Marketing Team Collaborating on Inclusive Language

If you’re in the business of marketing, I don’t need to tell you that words have power.

They have the power to influence. The power to endear. The power to alienate.

If you’re in the business of marketing, I don’t need to tell you how undesirable that last effect is.

It’s the risk today’s brands are running if they fail to make inclusive language a priority. The words used in content and communications speak volumes about a company’s values.

Following a few simple guiding principles can make a big difference in projecting a brand culture and community that are welcoming to all, both externally and internally.


B2B Marketers: It’s Time to Make Inclusive Language a Priority. Here’s How.

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How to Elevate Your B2B Marketing Career: Advice from Execs at Top B2B Brands

Lee Odden
Lee Odden on Jan 18th, 2022
B2B Marketing

Elevate B2B Marketing Career

As the talent that drives the B2B marketing world re-evaluates the meaningfulness, purpose and balance of their work and personal life, many B2B brands are also working hard to elevate how they do business. From creating better marketing experiences for customers to improving the employee experience, connecting the work to a purpose that is about more than profits and revenue is increasingly important.

But here’s the thing, it’s always been time for B2B brands to think and act on opportunities to improve opportunities for the people that power the company from front line workers in customer call centers to engineers and analysts to senior executives. While many B2B brands understand the importance of optimizing career opportunities for greater employee retention and attraction, not all have the benefit of insight about what up and coming or successful leaders really want.


How to Elevate Your B2B Marketing Career: Advice from Execs at Top B2B Brands

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What Cannes Lions’ New Creative B2B Award Categories Mean For Marketers

Lane Ellis
Lane Ellis on Jan 17th, 2022
B2B Marketing

B2B marketer holding cellphone in front of large stone lion sculpture image.

The venerable Cannes Lions International Festival of Creativity has been around in one form or another since the 1950s, offering brands worldwide the opportunity to showcase their top marketing work and advertising talent.

They haven’t had specific B2B marketing awards, however. Until now.

What do B2B marketers need to know about the new Creative B2B Lions, which will launch during Cannes Lions 2022 this summer?

Let’s explore what’s on tap with the launch, and what B2B marketers and other creative professionals can look forward to learning from the new B2B awards portion of this preeminent event.

Welcoming The Creative B2B Lions

Colorful diverse finger prints image.

The new Creative B2B Lions event and awards have been established in conjunction with the B2B community, most notably The B2B Institute, the industry think tank funded by LinkedIn* that researches the future of B2B marketing and decision making.


What Cannes Lions’ New Creative B2B Award Categories Mean For Marketers

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B2B Marketing News: Instagram Stories Benchmark Report, Creator Collaboration Adds Value, LinkedIn Offers Gen Z Insight, & Twitter’s New Annual Marketing Calendar

Lane Ellis
Lane Ellis on Jan 14th, 2022
Online Marketing News

2022 January 14 TikTok For Business Chart

LinkedIn is launching interactive, Clubhouse-style audio events this month in beta; a video version will come this spring
Microsoft’s LinkedIn will launch a new live virtual events platform, beginning with audio-only functionality, followed in time by an array of video features for the flexible hosting and management of online events, adding to the platform’s creator features, LinkedIn (client) recently announced. TechCrunch

Social Media Forecast to Overtake TV in Ad Spend This Year
A robust 14.8 percent annual growth rate for social media advertising spending over the 2021 through 2024 period tops online video’s 14 percent and paid search’s 9.8 percent, according to newly-released global ad spending growth rate forecast data. MarketingCharts


B2B Marketing News: Instagram Stories Benchmark Report, Creator Collaboration Adds Value, LinkedIn Offers Gen Z Insight, & Twitter’s New Annual Marketing Calendar

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5 Timely B2B Marketing Tips I’ve Learned From 15 Years As A Remote Worker

Lane Ellis
Lane Ellis on Jan 12th, 2022
B2B Marketing

Smiling professional Black woman B2B marketer holding clock image.

With hybrid and remote work here to stay and digital-first marketing on the rise, how can B2B marketers make the most of these important shifts?

Although I’ve written about remote work before, in pieces including “Remote Communication Opportunities For B2B Marketers,” “Day 4,777: Remote Work Tips From 13+ Years As A Distance Marketer,” and “Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing,” the permanent changes to where and how we work have significant implications that will affect B2B marketers forever, so it’s time to reassess.

Let’s take a close look at five ways B2B marketers can make the most from remote and hybrid work and digital-first brand interactions, from the perspective of someone who’s been working entirely remotely for 15 years, and from several top voices on the future of work.


5 Timely B2B Marketing Tips I’ve Learned From 15 Years As A Remote Worker

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Who Is the New B2B Buyer and How Do You Connect with Them?

Joshua Nite
Joshua Nite on Jan 11th, 2022
B2B Marketing, Influencer Marketing

Group of 4 standing young professional B2B marketers image.

We all know that Millennials are out-of-control college kids doing shots on Spring Break. And Gen Z are the 10-year-olds currently being raised by TikTok, right? 

Hold onto your hats: The youngest Millennials are in their late-twenties. The oldest Gen Zs are 25 — that means they’re out of school and in the workforce. These two demographics are the fastest-growing cohort of B2B buyers. 

And they don’t think like Boomers or Gen Xers.

So how do B2B marketers reach these mysterious digital natives? Here are a few pointers.

How to Connect with the New B2B Buyer

You don’t need the latest slang to speak authentically to younger audiences (though I find the new slang totes yeet). Just keep in mind these preferences.


Who Is the New B2B Buyer and How Do You Connect with Them?

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Three of the Biggest Opportunities to Elevate B2B Marketing in 2022

Lee Odden
Lee Odden on Jan 10th, 2022
B2B Marketing

Three of the Biggest Opportunities to Elevate B2B Marketing in 2022

Even if 2020 and 2021 didn’t throw buckets of uncertainty, accelerated digital transformation and massively shifting buyer behaviors and expectations on marketers in the business to business world, B2B marketing is not without challenges.

From “boring to boring” to woefully behind B2C, there’s more than enough opportunity for us in the B2B marketing world to raise the bar.

For example, 90% of B2B companies feel their customers completely believe in and rely upon their commitments, but in the professional services industry only 67% believe that. It’s even lower in the financial services industry at 57%. Forrester

I think you’ll agree that what we have in 2022 is a distinct opportunity to elevate B2B marketing, especially by connecting with customers on a more human level authentically and inclusively.


Three of the Biggest Opportunities to Elevate B2B Marketing in 2022

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B2B Marketing News: B2B Marketers Use More Tools, Brands Turn To Empathy-Based Marketing, & eCommerce Searches Become More Informational

Lane Ellis
Lane Ellis on Jan 7th, 2022
Online Marketing News

2022 January 7 MarketingCharts Chart

Can You Relate? Empathy-based marketing requires brands get to know the people behind the data
52 percent of consumers have said being treated with respect is a key way brands can show empathy to customers, followed by being treated like a human being at 50 percent, according to survey data also showing that listening and curiosity are more key for brands in 2022 than at any point during the pandemic, and the Association of National Advertisers (ANA) takes a look. ANA

Are Brands Investing in Social Media Communities in 2022? We Asked 1,000+ Marketers [HubSpot Survey]
51 percent of global marketers expect to build more social media communities in 2022, with some 64 percent planning to dedicate investment in social communities, while the top challenge has been managing community members — three of several findings of interests to digital marketers contained in recently-released survey data. HubSpot


B2B Marketing News: B2B Marketers Use More Tools, Brands Turn To Empathy-Based Marketing, & eCommerce Searches Become More Informational

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