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How B2B Brands Can Embrace The Metaverse, BeReal, & Other Developing Social Channels

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

How B2B brands can embrace emerging channels woman opening curtain image

Should B2B brands embrace the metaverse, BeReal, and other developing social communication channels, and if so, when is the right time to start becoming involved?

Part of what keeps the online world indispensable for marketers is the fact that social media platforms are forever either being created — in the form of new ones — or seeing their flames dim and eventually extinguish, in the case of those that don’t make it.

The web graveyard is littered with the digital skeletons of so many formerly promising social platforms, including some that were once seemingly poised to rise to the echelon of the most-used forms of online communication.

This social media platform churn is also what helps keep the web interesting and alive, yet there’s no doubt the turnover has made it harder for B2B marketers to invest in new and developing social channels.


How B2B Brands Can Embrace The Metaverse, BeReal, & Other Developing Social Channels

How to Foster a Strong B2B Brand Digital-First Experience That Differentiates

Nick Nelson
Nick Nelson on Aug 15th, 2022
B2B Marketing

Better B2B brand experiences in a digital first world woman image

B2B marketers can relate to customers who’ve rapidly shifted into all-out digital mode in their daily professional lives. That’s because so many of us have done the same, with numerous departments and agencies transitioning to remote or hybrid work in the wake of COVID.

At TopRank Marketing, we’ve been fully remote since March of 2020. And while that setup brings with it plenty of welcome perks and advantages, there are undeniably things that go amiss from a distance. We were reminded of some during our first in-person TopRank Summit in Minneapolis earlier this month.

Having an opportunity to see coworkers face-to-face drove home for me the relative challenges of engaging people, developing rapport, and creating emotional connections through a screen.


How to Foster a Strong B2B Brand Digital-First Experience That Differentiates

B2B Marketing News: Faster B2B Marketer Journeys, LinkedIn’s Collective, Meta’s New B2B Targeting, Brand Media Investment, & Instagram’s Native Scheduling

Lane Ellis
Lane Ellis on Aug 12th, 2022
Online Marketing News

2022 August 12 Sprout Social Chart

Meta Launches New B2B Advertising Audiences to Help Marketers Reach Key Decision Makers
Facebook-parent company Meta has implemented an array of new advertising campaign enhancements, including targeting segments for technology and other business decision-makers, aimed specifically at B2B users on its platform, Meta recently announced, as the firm seeks to ramp up its B2B advertiser base. Social Media Today

B2B Purchasers Are Speeding Up Their Journeys: Study
Some 55 percent of B2B executives have said that the length of their purchase timeline had increased either somewhat or significantly on average in 2022 compared to 2021, while six percent said their B2B purchasing timeline had decreased, with 38 percent reporting no change from last year — several of numerous findings of interest to B2B marketers contained in newly-released buyer behavior survey data. MediaPost


B2B Marketing News: Faster B2B Marketer Journeys, LinkedIn’s Collective, Meta’s New B2B Targeting, Brand Media Investment, & Instagram’s Native Scheduling

Conference Connection: 25+ Top Late Summer & Fall 2022 B2B Marketing Events

Lane Ellis
Lane Ellis on Aug 10th, 2022
B2B Marketing

Top fall 2022 B2B marketing events crowd image

As we look ahead to autumn and the push towards 2023, what are some of the key events, conferences and trade shows — whether in-person, virtual, or hybrid — where B2B marketers can learn the latest from leading marketing industry speakers?

There are plenty to choose from, and to help you sort out the many B2B marketing conference options available during the rest of 2022, we’ve compiled our latest list of some of the top B2B marketing events to elevate and inform your business strategy.

Marketing conferences truly offer a wealth of benefits to marketers looking for the latest learning, new networking opportunities, and recent industry research and insight to help increase brand awareness — but sometimes finding events that match your business and B2B search marketing needs can be challenging.


Conference Connection: 25+ Top Late Summer & Fall 2022 B2B Marketing Events

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

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

Twitter's long-form content for B2B marketers woman image

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
Lane Ellis on Aug 5th, 2022
Online Marketing News

2022 August 5 MarketingCharts Chart

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

B2B Marketing Education: 7 Free Social Media Training Programs From Top Platforms

Lane Ellis
Lane Ellis on Aug 3rd, 2022
B2B Marketing

7 free social media training programs from top platforms woman with laptop image

How can B2B marketers strengthen their social media marketing strategy and hone existing skills while learning new ones?

B2B marketers in 2022 are fortunate to have access to perhaps the greatest wealth of virtual learning opportunities the world has ever seen, as more business is now done online than ever in an increasingly digital-first B2B marketing landscape.

With more than 70 percent of companies recognizing online learning as essential to long-term strategy (Digital Marketing Institute), this is a fantastic time to explore the vast array of online social media marketing courses available to B2B marketers from leading social platforms.

No matter how much we already know, in 2022’s there’s always more to learn, especially when it comes to the swiftly-changing world of social media strategy.


B2B Marketing Education: 7 Free Social Media Training Programs From Top Platforms

How B2B Marketers Can Benefit From Working With More Diverse Influencers

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

Better B2B marketing with diverse influencers people image

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
Lane Ellis on Jul 29th, 2022
Online Marketing News

2022 July 29 Digital Commerce 360 Chart

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
Lane Ellis on Jul 27th, 2022
B2B Marketing

Summertime B2B marketers on the move business people image

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

Making B2B content more influential woman at laptop image

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
Lane Ellis on Jul 22nd, 2022
Online Marketing News

2022 July 22 MarketingCharts Chart

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
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