B2B Marketing Blog

B2B Content Marketing: 10 Tips to Level Up Your Writing Skills

Joshua Nite on Apr 27th, 2021
B2B Marketing, Content Marketing

What is the biggest challenge a writer faces?

Nothing.

Well, by “nothing,” I mean a blank white screen and a blinking cursor.

It mocks you with its unlimited potential. It fills you with fear that anything you put on that screen won’t be an improvement over its pristine emptiness.

We content marketers have to face this challenge nearly every day, and somehow find a way to write content that connects, engages, and persuades.

I’ve spent my entire adult life working in the content trenches — first as a comedy writer, and now as a content marketer. Here are a few tips I’ve picked up that can elevate your writing and make that blank screen less daunting.

10 Tips for B2B Marketers to Elevate Their Writing Skills

#1: READ

B2B Content Marketing: 10 Tips to Level Up Your Writing Skills

Beyond SEO: B2B Content Optimization for Trust and Customer Experience

Lee Odden on Apr 26th, 2021
B2B Marketing, Content Marketing

As the world’s most popular search engine, Google says its mission is to “Organize the world’s information and make it universally accessible and useful.”

To be the best answer for customers that are looking for solutions, B2B marketers need to understand the opportunities to make information easy for search engines to find, index, and sort in search results.

A big part of optimizing the customer’s search experience is understanding myriad data sources and file types that can be included in search results. By understanding these opportunities, B2B marketers can inventory their digital assets and create a better, more holistic SEO strategy that realizes the benefit of inclusion and visibility in all the places and formats that matter to customers who are looking.

Beyond SEO: B2B Content Optimization for Trust and Customer Experience

B2B Marketing News: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges

Lane Ellis on Apr 23rd, 2021
Online Marketing News

Twitter Launches Initial Test of ‘Professional Profiles’ for Brands and Creators
Twitter has begun testing new brand and creator professional profiles, which include information about a business, verification badges, and which may feature galleries and other elements, the social media platform recently announced. Social Media Today

These Are Marketers’ Top Organizational Priorities Right Now
45 percent of CMO Council members expect to upgrade or recruit for go-to-market execution and operations, while 38 percent say they’ll do so for content and demand-gen, followed by some 33 percent who plan to upgrade digital interactive marketing efforts — the top three spots in recently-released CMO organizational priority survey data of interest to digital marketers. MarketingCharts

B2B Marketing News: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges

Break Free B2B Marketing: Tamara McCleary of Thulium on Visions of the Future and Doing No Harm

Susan Misukanis on Apr 22nd, 2021
B2B Marketing

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

Our third season of Break Free B2B Marketing video interviews feature conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their industry.

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

Sometimes you meet a person who ticks all the boxes: they’re smart, they’re funny, they’re connected, they’re brave, and they’re an expert — in not just one thing, but many. You can learn a lot from people like this: tips, tricks, advice, best practices, and more. The one thing they can teach you about more clearly than anyone else, however, is what’s going to happen next.

Break Free B2B Marketing: Tamara McCleary of Thulium on Visions of the Future and Doing No Harm

Hophead Marketing: What B2B Marketers Can Learn From The Craft Beer Industry

Lane Ellis on Apr 21st, 2021
B2B Marketing

What can the wildly successful craft beer industry teach B2B marketers?

From storytelling and keeping content fresh to making corporate campaigns delightfully crushable, there’s plenty the B2B marketing world can learn from taking a look at the craft beer industry and its emphasis on customer delight, engagement, and more.

While the pandemic has slowed the growth of the craft beer industry with the largest disruption to the industry since the days of Prohibition — leading to an 8 percent decline in sales among small and independent craft brewers — its trajectory over the past decade has been undeniably admirable.

The global health crisis has forced the craft beer industry to change, including an expansion of direct-to-consumer sales in the face of closed taprooms, yet there’s still much that B2B marketers can learn from the long-term ascendancy of the craft beer world.

Hophead Marketing: What B2B Marketers Can Learn From The Craft Beer Industry

9 Questions to Ask When Hiring a B2B Influencer Marketing Agency

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

Confidence amongst B2B marketers in the role of influence, both externally and internally, has grown substantially in the past year. Following that growth is the number of B2B influencer marketing success stories inspiring marketers to investigate collaborative content strategies that include influencers.

At the same time, the pandemic has had its effect on marketing budgets and one of the trends over the past year that has stuck is the need for greater accountability and demonstration of ROI for marketing investments. While research shows that 96% of B2B marketers that engage influencers consider their program to be successful, 60% of marketers overall do not feel they have the skills or expertise in-house to execute on influencer programs.

9 Questions to Ask When Hiring a B2B Influencer Marketing Agency

B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust

Lane Ellis on Apr 16th, 2021
Online Marketing News

The Buzz On B2B: Email Is Tops For Both Acquisition And Retention
Half of B2B marketers have seen email click-through rates (CTRs) remain steady during the first quarter of 2021, while 28 percent saw higher CTR than during 2020, according to recently-released survey data, which also showed that by early 2022 some 40 percent of marketers expect to restore their marketing spending to regular levels, with 25 percent doing so in early 2021. MediaPost

Vast Majority of Consumers Associate High-Quality Creative with Brand Trust
85 percent of U.S. adult consumers in a recent survey said that well-designed ads help build brand trust, while 64 percent said that brands with poor creative design were less trsutworthy, according to the Celta survey. MarketingCharts

B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust

Brave New World: The Model for B2B Marketing Success, Post-Pandemic

Nick Nelson on Apr 15th, 2021
B2B Marketing

“The new normal.”

I believe that’s what we would call the opposite of a compelling lede. Nobody wants to hear that phrase anymore, I know it. While that may be the case, it’s an unavoidable truth that our world does, and will, look different in many ways following a globally disruptive pandemic.

Savvy business and marketing leaders are already planning proactively for what lies ahead. They’re assessing what’s changed in the past year, analyzing trends and indicators, and optimizing their strategies to thrive within an altered economic and social environment.

We’re here to help. Read on for research and recommendations that will help you equip your B2B organization for maximum success going forward.

Brave New World: The Model for B2B Marketing Success, Post-Pandemic

Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing

Lane Ellis on Apr 14th, 2021
B2B Marketing

How is the shift to remote and hybrid work affecting B2B marketers?

Which trends will endure in the post-pandemic marketing landscape?

The dramatic shift to hybrid and remote work that has been brought about by the pandemic is set to forever alter the way B2B marketers and the organizations they work for and with do business.

Let’s take a look at some of these changes, and the trends that are likely to permanently affect B2B marketers, and I’ll offer my own perspective coming from a long-term background in remote work.

Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing

5 Things B2B Content Marketers Need to Know About Working with Influencers

Lee Odden on Apr 12th, 2021
B2B Marketing, Content Marketing, Influencer Marketing

Given the rapid increase in influencer engagement amongst B2B brands over the past year, the opportunity and impact from working with influencers has become clear, especially with influencer content marketing according to the B2BIMReport:

Results – 63% of B2B marketers agree that marketing would have better results if it included an influencer marketing program.
Always-On Wins – 12X more marketers who run alway-on influencer marketing programs are very successful vs those running periodic campaigns.
Impact on CX – 74% of B2B marketers agree that influencer marketing improves customer and prospect experience with the brand.

1. B2B Content Influencer Marketing defined:

The practice of engaging internal and industry experts with active networks to collaborate on content in a way that drives mutual value and helps achieve measurable business goals.

5 Things B2B Content Marketers Need to Know About Working with Influencers

B2B Marketing News: B2B Site Visitor Study, Trust In Tech Falls, Ad Spending Rebounds, & Pinterest’s First B2B Ad Campaign

Lane Ellis on Apr 9th, 2021
Online Marketing News

B2B Myopia: Brands And Visitors Disagree On What Works On Websites
59 percent of B2B marketing customers say they like reviews and testimonials on websites, compared with just 37 percent of B2B marketers, while 44 percent of marketers viewed compelling brand messaging as important when it comes to creating a powerful website experience, compared to only 24 percent of website visitors — two of several findings of interest to digital marketers contained in recently-released survey data. MediaPost

Pinterest Kicks Off ‘Be Their Next’ B-to-B Campaign
Pinterest has launched its first global B2B campaign aimed at advertisers is the U.S. and five other countries, seeking to bolster B2B brand involvement on the visual-oriented social media platform, and shared survey data showing that Pinterest users are 25 percent more likely to tell others about new products, the firm recently announced. Adweek

B2B Marketing News: B2B Site Visitor Study, Trust In Tech Falls, Ad Spending Rebounds, & Pinterest’s First B2B Ad Campaign

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