B2B Marketing Archives - B2B Marketing Blog

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

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

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

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

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

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

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?

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

5 Micro-Scale B2B Influencer Marketing Moves That Can Make A Monumental Impact

Can seemingly minute marketing maneuvers combine to make a truly monumental impact?

When you’re talking about the power of influence in B2B marketing, even some of the tiniest digital interactions can — when done smartly — lead to the loftiest of business successes.

These tiny digital touches can create enduring relationships, amplify talent, feed the increasing need for unique B2B content experiences, and even supercharge our connections with more compelling stories.

Just as a single small stone joins others to form huge mountains including K2 and Mount Everest, sometimes it’s the smallest moves marketers make that end up on the highest summits of B2B marketing success.

Let’s start our trek together and explore five micro-scale marketing moves that can make a monumental impact on your B2B influencer marketing success in 2022 and beyond.

5 Micro-Scale B2B Influencer Marketing Moves That Can Make A Monumental Impact

Broadcast Your B2B Marketing with a Brand Voice that Rings True

Last month, the sports world mourned the loss of John Madden, an iconic broadcaster who – for many of us – became the voice of NFL football.

Overshadowing his illustrious career as a head coach, which included a Super Bowl victory, Madden is best known as a legendary color commentator – likely the most recognizable and beloved in the history of football, if not all of professional sports.

What is it about Madden that made his voice and narration so resonant with fans? If you read through some of the various tributes to emerge since his passing, a few recurring themes stand out.

He made things simple for his audience, while still managing to educate them on the nuances of the game.

Broadcast Your B2B Marketing with a Brand Voice that Rings True

Why There’s a Need for Creative Storytelling in B2B Tech and How Influencer Marketing Can Accelerate Results

Today’s B2B marketers have more challenges than ever, making it hard to cut through the noise and deliver results for their companies. In all of their efforts they must maintain a focus on connecting with new audiences, expanding their reach, and building relationships founded on a sense of mutual trust.

Here are a few examples of some of the biggest challenges today’s B2B marketers are facing:

Finding ways to boost marketing efficiency: Marketers are often expected to achieve greater results with fewer resources, so finding ways to maximize efficiency is critical to achieve success within budgetary parameters.
Increasing marketing impact: Marketers are expected to deliver a higher return on investment (ROI) on their marketing efforts.

Why There’s a Need for Creative Storytelling in B2B Tech and How Influencer Marketing Can Accelerate Results

Persistent Power: Accelerate B2B Marketing Results by Working With Influencers in 2022

The power of collaborative B2B influence is poised to revolutionize marketing in exciting and expansive new ways in 2022, but what’s the best way for your company to get started?

HubSpot recently named influencer marketing a top industry trend for 2022, and in the U.S. alone spending on influencer marketing is expected to top $4.1 billion in 2022 (eMarketer.)

In an increasingly competitive landscape, the critical question many B2B marketers are asking is how to use the power of influence to genuinely connect with new, larger audiences.

Discovering the biggest challenges B2B marketers face and how influencer marketing can address them and accelerate B2B marketing results is no small task. Developing effective strategies can be a daunting proposition.

Persistent Power: Accelerate B2B Marketing Results by Working With Influencers in 2022

B2B Tech Marketing Opportunities for a Remote Work World

Right now my co-worker is curled up at my feet, delicately snoring. That’s better than yesterday, when my other co-worker snuck off and shredded an entire roll of paper towels.

I should mention that I work at home, and Remy and Rosie are my co-workers:

Which is to say: Remote work is a whole different animal than office work. And while the pandemic was the catalyst that sent us home, remote work will be here long after it’s safe to go back to the office.

For B2B tech companies, remote work presents new opportunities for products and services. Here are a few trends our agency has been seeing, and how our clients have met them.

B2B Tech Marketing Opportunities for a Remote Work World

13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events

Great news! It’s easier than ever to host a virtual event.

Not-so-great news! Every B2B brand you’ve ever heard of is ALSO hosting virtual events. And most of us are sick to death of staring at a screen 24/7.

That doesn’t mean to not do virtual events. But it does mean we have to be more strategic about putting one together. You have to bring all of your marketing might and prowess to bear in order to make sure your event is attended, and that the attendees have a great experience.

Let’s take a look at a few things you can do before, during and after a virtual event to kick it up to the next level.

13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events

Welcoming The Creative B2B Lions

How to Connect with the New B2B Buyer

What Is Unattributable Traffic — a.k.a. Dark Social?