B2B Marketing Blog

Copious Content: 5 Creative Ways B2B Marketers Can Benefit From Twitter’s New Long-Form Publishing

Lane Ellis on Aug 8th, 2022
B2B Marketing, Social Media

How can B2B marketers rev up their social media engines using Twitter’s new long-form content publishing features?

Twitter Write is the social platform’s forthcoming tool for composing and sharing written content that runs well beyond Twitter’s traditional 280-character limit, initially offering up to 2,500 words — plenty of blank digital paper for B2B marketers and brands to fill with messages of innovation.

B2B marketers should be prepared when Twitter moves its Twitter Write feature from its present limited test-bed of hand-selected authors to a worldwide rollout, and we’ll show you how to be ready when the time comes.

Twitter has recently rearranged its Twitter Notes and newsletter features to exist under an expanded Twitter Write brand.

Copious Content: 5 Creative Ways B2B Marketers Can Benefit From Twitter’s New Long-Form Publishing

B2B Marketing News: What Makes B2B Buyers Decide, Twitter’s New Multimedia Tweets, Brand Trust Study, & LinkedIn’s Record Engagement

Lane Ellis on Aug 5th, 2022
Online Marketing News

LinkedIn Continues to See ‘Record Levels’ of Engagement and Sessions Growth
Microsoft’s latest performance report revealed that its LinkedIn professional social network had topped 850 million members, with the number of user sessions expanding by 26 percent, accompanied by revenue that grew by 26 percent during the most recent quarter year-over-year, increasing by $768 million, Microsoft recently announced. Social Media Today

Google, Microsoft Report Slowest Revenue Growth In Two Years
Google-parent Alphabet saw revenue that grew by 13 percent during the second quarter of 2022, reaching $69.7 billion, the search giant’s slowest growth since the same quarter in 2020, while revenue from the search portion of the firm’s business climbed by 14 percent year-over-year, while Microsoft reported revenue up 12 percent, also its slowest growth in two years, the firms recently reported. MediaPost

B2B Marketing News: What Makes B2B Buyers Decide, Twitter’s New Multimedia Tweets, Brand Trust Study, & LinkedIn’s Record Engagement

How B2B Marketers Can Benefit From Working With More Diverse Influencers

Joshua Nite on Aug 1st, 2022
B2B Marketing, Influencer Marketing

When was the last time you saw someone in a wheelchair in your day-to-day life? Someone just going about their daily routine, who also happened to be in a wheelchair?

Now, when was the last time you saw someone in a wheelchair as a main character in a movie — a movie that wasn’t entirely about being in a wheelchair?

You can apply that same thought experiment to any type of diversity: race, gender, sexuality, body size and shape are all underrepresented in the media.

If a cisgender, heterosexual white man like me can see this lack of representation, how does it look and feel to those who are in marginalized groups? What is the entertainment industry missing out on by ignoring these voices?

How B2B Marketers Can Benefit From Working With More Diverse Influencers

B2B Marketing News: B2B Marketers Eye Metaverse, LinkedIn’s New Carousel Posts, Multicultural Marketer Engagement, & Podcasts Rise Again

Lane Ellis on Jul 29th, 2022
Online Marketing News

The Metaverse Is No Game for B2B Marketers
72 percent of global business executives have said that they expect the metaverse to eventually effect their organization in a positive way, with some 41 percent expecting it to have a breakthrough or transformational impact in the future, according to newly-release survey data of interest to B2B marketers. Association of National Advertisers (ANA)

“As the audience in the metaverse grows, it will amplify its overall utility. Building a business in the metaverse becomes more meaningful with millions of people in it.” — Sam Huber @SamHuber Click To Tweet

The B2B Trade Show Market Looks Like It’ll Need At Least Another 5 Years to Reach Pre-Pandemic Levels
Even with a robust 54.7 percent B2B trade show market growth and accompanying value expected to hit $10.2 billion in 2022, a full recovery to pre-pandemic levels isn’t set to occur until after 2026, while the business information market segment is poised to expand beyond pre-pandemic levels in 2022, reaching over $66.1 billion, according to recently-released U.S. B2B forecast data. MarketingCharts

B2B Marketing News: B2B Marketers Eye Metaverse, LinkedIn’s New Carousel Posts, Multicultural Marketer Engagement, & Podcasts Rise Again

B2B Marketers on the Move: Shining Light On Summertime B2B Industry Movers

Lane Ellis on Jul 27th, 2022
B2B Marketing

Summer is in full swing, and today’s B2B marketing landscape burns bright with consistent changes, often accompanied by growth that happens so fast that it can be difficult to fully appreciate, no matter the season.

For over two decades, TopRank Marketing has been honored to help a wide selection of the world’s top B2B marketers and major brands elevate and go beyond merely being competitive, to standing out from the crowd with an array of creative, award-winning successes. In this spirit, we like to regularly take the time to congratulate and honor business marketers, thought leaders, industry influencers, as well as our own talented team members who have recently seen career advancement.

B2B Marketers on the Move: Shining Light On Summertime B2B Industry Movers

Triple Take: How to Make B2B Content Marketing More Influential, Authentic, and Credible

Nick Nelson on Jul 25th, 2022
B2B Marketing, Content Marketing, Influencer Marketing

When it comes to creating effective B2B marketing content, these three traits arguably rank as the most essential: credible, authentic, influential.

Credible: Does the content position its author or brand as a knowledgeable and authoritative expert in their space? Enough so that it aids in justifying a decision to invest in their solutions?
Authentic: Is the content reflective of what that person or brand is really about? Does it instill trust through truth and transparency?
Influential: Does the content actually shift perceptions and drive the reader or viewer toward some sort of action?

These three qualities, in a nutshell, differentiate marketing content from plain-old “content.” When all three are realized in the hearts and minds of your audience, a piece of content is almost guaranteed to achieve its objectives — provided you have the right promotion plan in place.

Triple Take: How to Make B2B Content Marketing More Influential, Authentic, and Credible

B2B Marketing News: Effective B2B Data Acquisition, Always-On Brand Social, Facebook’s New Multiple Accounts, & Google’s Updated Ads Creative Studio

Lane Ellis on Jul 22nd, 2022
Online Marketing News

Brands Are Investing More Social Budget On Creator Partnerships
74 percent of marketers expect to invest a quarter or more of their social media budgets on partnerships with content creators over the next three to six months, with 53 percent looking to strengthen their social community and some 41 percent using creator partnerships to promote brand values — three of several findings of interest to B2B marketers contained in newly-released Sprout Social study data. MediaPost

“Creators are the backbone of our business. We take enormous pride in connecting them not only with listeners, but also with advertisers to help them monetize their work.” — Lee Brown of @SpotifyAds Click To Tweet

LinkedIn Business Manager is now in public beta
Microsoft-owned LinkedIn has begun public testing of its previously-announced LinkedIn Business Manager, aimed at making it easier for marketers to manage advertising for multiple accounts on the professional platform, with an array of new integrated dashboard and campaign-related features, LinkedIn (client) recently announced. Search Engine Land

B2B Marketing News: Effective B2B Data Acquisition, Always-On Brand Social, Facebook’s New Multiple Accounts, & Google’s Updated Ads Creative Studio

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

Lane Ellis on Jul 20th, 2022
B2B Marketing, Influencer Marketing

What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in the push to 2023 and beyond?

With the recent launch of our all-new 59-page 2022 B2B Influencer Marketing Research Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology platform executives.

The popularity of influencer marketing is on the rise, as 85 percent of respondents to our extensive survey expect activity to increase over the next year, with B2B marketers increasing their level of maturity and sophistication and shifting towards always-on, relationship-based influencer communities.

Let’s jump right in and take an eye-opening look at the future and power of B2B influence from 10 of the world’s top experts and influencers.

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

4 Secret Successes of B2B Influencer Marketing

Joshua Nite on Jul 19th, 2022
B2B Marketing, Influencer Marketing

Does B2B influencer marketing work?

We asked marketers that question for our new 2022 B2B Influencer Marketing Report. The result: 86% said their programs were either moderately or very successful.

But what’s more interesting is how the marketers we surveyed are defining success.

We tend to think of influencer marketing as a top-of-funnel tactic. While it’s definitely effective for raising awareness and building credibility, the benefits don’t stop there.

Here are four surprising benefits that B2B marketers are seeing with smart influencer marketing.

#1 — Lead Gen & Revenue

Influencer marketing can bring in prospects to your brand, even without having the influencer endorse your solution or give a sales pitch. In fact, over half of our respondents said their influencer program is directly responsible for generating new leads. What’s more, 33% said they can directly attribute revenue to their program.

4 Secret Successes of B2B Influencer Marketing

Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond

Lee Odden on Jul 18th, 2022
B2B Marketing, Influencer Marketing

On the heels of publishing our 2022 State of B2B Influencer Marketing research, there are many questions that go beyond what can be contained within a robust 59 page report, especially when there’s so much optimism around the practice. For example:

73% of B2B marketing organizations are working with influencers
95% of B2B marketers that work with influencers have achieved one of their top marketing goals
72% of B2B marketers have improved brand reputation working with influencers
86% of B2B Marketers working with influencers are successful

While we’re ready and happy to answer any questions about influencer marketing here at TopRank Marketing I also know there are many smart B2B marketing practitioners working at companies of all sizes that have important insight, experience and perspectives to share.

Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond

B2B Marketing News: Millennial B2B Decision Makers Study, Passion Proves Key For Influencers, & Twitter’s New CoTweets

Lane Ellis on Jul 15th, 2022
Online Marketing News

Why B2B marketplaces are now a mainstream digital commerce sales channel [Report]
B2B marketplace sales climbed by 131 percent in 2021, reaching $56.5 billion, making them the swiftest-growing eCommerce channel, with sales expected to reach some $130 billion in 2022, as 57 percent of B2B buyers noted that they were buying more from digital marketplaces during the pandemic, according to recently-released report data. Digital Commerce 360

The Top Challenges B2B Sales Reps Face Early in the Sales Cycle
30 percent of B2B sales professionals have said that getting prospect data to begin conversations was their top challenge, while 38 percent noted that personalizing sales presentation messages to prospects was their leading pain point — two of several findings of interest to B2B marketers contained in newly-released survey data. MarketingProfs

B2B Marketing News: Millennial B2B Decision Makers Study, Passion Proves Key For Influencers, & Twitter’s New CoTweets

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