Buoyant B2B: Firms Stress Marketing As They Enhance Their Brands 59 percent of B2B marketing and sales executives say their businesses are active in social media, while 39 percent of employees say that they don't understand their companies' brands, according to newly-released survey data of interest to digital marketers. MediaPost What Makes A Brand Best-in-Class on Social? 47 percent of U.S. consumers said that strong customer service made for best-in-class brand social media communication, followed audience engagement with 46 percent, transparency at 44 percent, and creating memorable content at 39 percent, according to recently-released social media survey data. MarketingCharts Facebook is testing drastic changes to Instagram to make it more like TikTok Facebook has begun testing changes including full-screen video and more immersive experiences for its Instagram platform, in a move aimed at bringing more entertaining and mobile-first video experiences that better compete with TikTok, the social media giant recently announced. CNBC Experience Marketing Returning To Normal: 75% Of Brands Have Resumed Live, In-Person Events Some 75 percent of brand marketers said that they have returned to live and in-personal experiential marketing, with 68 percent of consumers reporting participating in forms of in-person experiential marketing as of May, 2021 — up from just four percent a year earlier, according to newly-released global survey data. MediaPost Norway Introduces New Law Forcing Disclosure on Retouched Photos Posted Online Norway has introduced regulations requiring advertisers and influencers to clearly note any retouched online photos, a potential harbinger of similar more expansive future global laws that could affect B2B marketers and influencers. Social Media Today Instagram tests letting anyone share a link in stories Instagram has begun a new trial that brings expanded linking capabilities via sticker taps, which could lead to eventual easier link sharing for marketers on the platform, the Facebook-owned firm recently revealed. The Verge TikTok to roll out option to create longer videos of up to three minutes Short-form video platform TikTok will expand the maximum length of footage shared on the popular app from 60 seconds to three minutes, creating new content opportunities for marketers, the firm recently announced, with the change expected to take place within the coming weeks. Reuters Twitter considers letting you limit tweets to ‘trusted friends’ Twitter has tested a variety of new methods for limiting who can view content on the platform, including tweet audience categorization that could help marketers refine their messaging on Twitter for specific audiences, the firm recently revealed. The Verge Media KPIs That Matter [ANA Study] Efficiency is the most-used key performance indicator (KPI) in media, while outcome is seen as the most important — two of numerous findings of interest to digital marketers contained in newly-released Association of National Advertisers (ANA) survey data examining 39 top KPIs. ANA LinkedIn Shares Insights Into Gender and Racial Diversity in the Marketing Field 60 percent of the marketing profession is comprised of women, with the top three growing marketing job titles among women being director of growth, account strategist, and creative strategist — several findings from expansive recently-released study data from LinkedIn (client) of interest to online marketers. Social Media Today ON THE LIGHTER SIDE: A lighthearted look at the “The 7 Deadly Sins of Innovation” by Marketoonist Tom Fishburne — Marketoonist Americans Eagerly Check To See If They Got Any Emails Today — The Onion TOPRANK MARKETING & CLIENTS IN THE NEWS: TopRank Marketing — 17 Best Examples of B2B Influencer Marketing Campaigns — Audiense Lee Odden — 60 Best Marketing Quotes to Boost Your Business — Quoteistan Have you found your own vital B2B marketing news item from the past week of industry news? Please drop us a line in the comments below. Thank you for joining us for this week's TopRank Marketing B2B marketing news, and we hope that you'll come back again next Friday for more of the week's most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: B2B Marketing & Sales Exec Brand Study, LinkedIn’s Marketing Diversity Insights, & Instagram’s New Link Options appeared first on B2B Marketing Blog - TopRank®.
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How does influence help B2B brands achieve success? Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have. Reaching target audiences through digital channels was recently found to be a top-three critical challenge for B2B marketers. A new LinkedIn* report of the most in-demand marketing skills has shown that digital marketing represented the biggest mismatch of skills in supply and demand. Influence is a vital element of successful digital marketing, and presents B2B marketers with a powerful tool to overcome this challenge, and the five brands we’ll examine here have each used influence in a variety of ways to achieve digital marketing success. These five brands are rocking with the power of influence, engaging audiences and telling captivating brand stories. Let’s jump right in and take a look at their success. 1 — Dotgo For Dotgo, a provider of rich communication services (RCS) and other business messaging solutions, enlisting subject matter experts from firms including Orange, Vodafone, Synchronoss, and IMI Mobile was an important part of explaining its mission. Providing whitepaper content to influence potential industry customers involved a close look at the power today’s latest chatbot technology offers, including person-to-application (P2A) messaging, the benefit of chatbot directories for enterprise businesses, and the first customizable object recognition application for the visually impaired. Another forum for utilizing influence is through industry award events, a route Dotgo has pursued with recognition from the Cannes Lions Awards, being shortlisted for innovation in early state technology. Find @DOTGO on Twitter. 2 — True Name by Mastercard With its True Name initiative, Mastercard achieved global adoption and more than two billion impressions by tapping into the power of influence to promote its program that lets those in the transgender and non-binary communities display their chosen name on certain credit cards. The campaign brought success in the form of positive brand sentiment, with a 3,000 percent increase, and achieved additional exposure through winning multiple industry awards, including the Black Pencil award at the 2021 D&AD Awards and shortlisting at Cannes. Using videos that shared the powerful individual stories of people in the LGBTQIA+ community, Mastercard’s True Name campaign expanded to global availability, and used another form of influence in partnering with organizations including GLAAD and others. Mastercard CMO Raja Rajamannar recently expanded on the firm’s embrace of radical changes in marketing and advertising, sharing how the human elements that incorporate influence provide the differentiation that is needed more than ever. “Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy,” Rajamannar shared in a recent interview with The Association of National Advertisers (ANA). “But the reality is that technology and data will level the playing field, so a company can no longer compete on just its product features or benefits or pricing or distribution network. You are going to have to differentiate yourself through creativity that is relevant to human beings,” Rajamannar explained. [bctt tweet="“Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy.” — Raja Rajamannar @RajaRajamannar" username="toprank"] Mastercard also utilized its LinkedIn and other social media platform accounts to promote the True Name initiative, including a variety of video and static image content. Find @MastercardNews on Twitter. 3 — Google Search Black-Owned Google embraced Black History Month for the launch of its Black-owned business discovery features, and enlisted Black voices of influence to inform the public about the program. Offering easy ways to help businesses get support or to give support to Black-owned businesses, Google featured an array of people from small business owners to National Basketball Association superstar Stephen Curry. “Good things happen when you search Black-owned businesses on Google — take it from Stephen Curry,” the campaign urged. Google implemented a visual black heart over a three-striped orange background in its badge to denote Black-owned businesses, and worked in conjunction with the #BlackOwnedFriday initiative and the U.S. Black Chambers, Inc. to provide business support resources. Influence also played a role in Google’s Digital Coaches, dedicated to helping business owners thrive online, and Google made it easy for people to write and share reviews of the program — another area where influence thrives. The Association of National Advertisers (ANA) most recently report on diversity in advertising revealed that black-owned suppliers were the minority, with a 10 percent figure that came in slightly less than the 11 percent Hispanic-owned figure, while 62 percent were women-owned, according to the association’s ad budget survey data. Find @GoogleSmallBiz on Twitter. 4 — Oracle People Over Profits With its innovation showcase highlighting success stories during the pandemic, Oracle* has featured strategy from clients including The Vermont Country Store and its “People over profits” focus, highlighting how the power of influence can run the gamut from small to B2B enterprise firms. Oracle has successfully shared customer stories in its innovation showcase, putting a human touch on what can often be cold software offerings, such as its Oracle Commerce e-commerce product — and going beyond the realm of traditional B2B product data sheets and often dry whitepapers. Kelvin Gee, senior director of modern marketing business transformation at Oracle, sees the importance of a more customer-centric approach in personalizing content. “Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently,” Gee told our own Joshua Nite in “Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM,” which offers not only a fascinating look at enterprise account based marketing (ABM), but also an exploration of the power of empathy in marketing. [bctt tweet="“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently.” — Kelvin Gee of @Oracle" username="toprank"] Find @Oracle on Twitter. 5 — Northwestern Mutual Celebrating American Resilience Northwestern Mutual creatively uses influence in the form of storytelling, and even pushes it into a new form of what CMO Lee Hurley calls “storydoing.” Telling the stories of business owners hurt by the economic impact of the coronavirus, and how they overcame numerous obstacles, Northwestern Mutual’s American Resilience campaign utilized digital, social media, and traditional advertising. “Influencers will help break down barriers surrounding financial planning by sharing authentic stories about how, with the help of a Northwestern Mutual advisor, they are financially and emotionally navigating important life stages in a COVID-19 world,” the campaign explained. A video featuring business owner Melvin Gonzalez told a story of both individual business dreams and overcoming fear and pandemic difficulties utilizing financial advisor services, expanded on in additional campaign content. CMO Lee Hurley sat down with LinkedIn News’ Callie Schweitzer during an episode of Marketer Must Read, and explored the campaign and the power of influencers, family, and friends when it comes to brands vying for attention. “You’re not just competing with brands; you’re competing with everyone who is creating and sharing content — friends, family, influencers, media companies, and so on,” Hurley noted. “People want to align with brands who stand for the causes they care about, who are making an impact, who are standing up,” Hurley added. [bctt tweet="“You’re not just competing with brands; you’re competing with everyone who is creating and sharing content — friends, family, influencers, media companies, and so on.” — Lee Hurley of @NM_Financial" username="toprank"] Find @NM_Financial on Twitter. Influence is the Art of Providing Smart & Colorful Answers via GIPHY Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have. We hope the examples of influence at work we’ve shared here from Dotgo, Mastercard, Google, Oracle, and Northwestern Mutual will help as you drive your brand initiatives ahead into post-pandemic marketing efforts. Creating award-winning B2B marketing with an artful mixture of influence takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others. * LinkedIn and Oracle are TopRank Marketing clients. The post 5 Examples of B2B Brands Rocking With Influence in 2021 appeared first on B2B Marketing Blog - TopRank®.
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Ad Exec Vaccinations Reach 87%, Plans For Business Travel Improve Dramatically In May 77 percent of U.S. advertising industry executives said they were willing to travel domestically for business, a sharp increase from the 23 percent figure in February, while 87 percent said that they have been vaccinated against the coronavirus, according to newly-released survey data of interest to digital marketers. MediaPost Key Takeways From the Google Marketing Livestream Google's Marketing Livestream event saw the search giant reveal an array of new features and product upgrades, including wider availability of its Google Ads custom audience functionality, new conversion tracking for Google Tag Manager, and updated Google Analytics insights, along with other changes, Google recently announced. Search Engine Journal Twitter: Social media giant lists new 'Blue' subscription service Twitter has make moves to begin its Twitter Blue subscription offering, which has been viewed by some Twitter observers as likely to contain an array of potentially enticing new features including the ability to undo a tweet for a period of time after it’s been posted, an improved TweetDeck interface for power users seeking to keep tabs on multiple brands or topics in real-time, and custom subscriber-only color theme options. BBC More People Report Leaving Reviews Online for Positive than Negative Experiences 56 percent of U.S. consumers say they leave online reviews because of product excellence, while 41 percent do so after finding a product unsatisfactory — two of several statistics of interest to online marketers contained in recently-released survey data. MarketingCharts Facebook Now Enables You To Embed Facebook Videos at a Chosen Time in the Playback Facebook has added functionality to share and embed video content that begins playing at any chosen spot — a feature YouTube has long offered — the social media giant recently announced. The new Facebook feature brings greater flexibility to marketers looking to utilize various portions of their videos on the platform. Social Media Today Twitter’s Fleets are getting Stories-like ads Twitter has begun rolling out a new advertising format for its Fleets story-format content, offering full-screen Fleet billboard ads up to 30 seconds long, the firm recently announced. The Verge 4 in 10 US Internet Users Say They Check Their Phone Every Few Minutes 39.1 percent of U.S. adult Internet users turn to their phone for research instead of their computer, while 38.3 percent say that they check their phone every few minutes, with 23.1 percent often having 10 or more web browsing tabs open at any one time, according to newly-released global survey data. MarketingCharts How to Keep Your Team Motivated, Remotely How businesses have kept their remote teams motivated is examined in new survey data and analysis from the Harvard Business Review, which takes a look at the key motivators that are able to energize remote teams, along with an equally-important group of negative motivators that present challenges to employers. Harvard Business Review Facebook and Instagram will now allow users to hide 'Like' counts on posts Testing complete, Facebook and its Instagram platforms have both begun to roll out options for hiding public like counts, the firm recently announced — a change which may eventually impact how some content creators measure the success of marketing efforts. TechCrunch ANA: Black-Owned Suppliers Still Are The Minority Of Ad Industry's Diversity Mix The Association of National Advertisers (ANA) most recently report on diversity in advertising revealed that black-owned suppliers were the minority, with a 10 percent figure that came in slightly less than the 11 percent Hispanic-owned figure, while 62 percent were women-owned, according to the association's ad budget survey data. MediaPost ON THE LIGHTER SIDE: A lighthearted look at the “back to normal” by Marketoonist Tom Fishburne — Marketoonist How the Commodore Amiga Powered Your Cable System in the ’90s — Hard Drive TOPRANK MARKETING & CLIENTS IN THE NEWS: SAP — Influencer Marketing and Building Customer Relationships: Ursula Ringham on Marketing Smarts [Podcast] — MarketingProfs Lee Odden — Pubcon Florida Social Influencer and Neuromarketing Workshop — Pubcon LinkedIn — AdExchanger Talks: The Lowdown On LinkedIn Marketing Solutions With Product VP Gyanda Sachdeva — AdExchanger Lee Odden — Marketing in unsicheren Zeiten [In German] — LinkedIn (client) Have you uncovered your own most important B2B marketing article from the past week of industry news? Please drop us a line in the comments below. Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope you'll return again next Friday for more of the week's most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: Key Remote Team Motivators, Google’s New Marketing Features, & Twitter’s New Blue Subscription Service appeared first on B2B Marketing Blog - TopRank®.
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B2B Marketer Pain Points, Performance, and Priorities for the Year Ahead: B2B Marketing Monitor 54 percent of B2B brands face difficulty connecting with customers on the emotional level needed to increase brand engagement, while only 22 percent of B2B enterprises say they excel when it comes to customer experience (CX) — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs Micro Influencers Still À La Mode in 2021 From micro and macro to mega, non-paid, affiliate and celebrity, the influencer types that enterprise marketers prefer working with runs the gamut, however the overwhelming majority — some 90 percent — want to work with micro-influencers who have between five and 100,000 followers, up from 77 percent in 2020, according to newly-released study data. [Survey]MarketingCharts ANA Releases 'KPIs That Matter,' Finds The Most Important Ones Aren't Always The Most Used Cost per mille (CPM), cost per click (CPC) and unique reach are the top three key performance indicators (KPIs) marketers use, while those found to be the most important include return on investment (ROI), exposed return on advertising spend (ROAS) and brand safety metrics, according to recently-released survey data from the Association of National Advertisers (ANA). MediaPost Post-IDFA Alliance finds iOS 14.5 triggered up to 21% growth in Android ad spending Early figures have shown that between 63.5 and 83.2 percent of Apple mobile users have chosen not to be tracked for advertising, which has led to a 21 percent increase in ad spending for rival mobile operating system Android, according to recently-released mobile marketing report data. VentureBeat Social Users Demand Relevance In Advertising, Study Finds Some 59 percent of Twitter users say they remember those in-feed ads which are contextually relevant to the content surrounding them, with 46 percent preferring in-feed ads to open web alternatives — two of several findings of interest to online marketers in newly-released survey data. MediaPost How the pandemic changed worldwide ad spending Digital advertising will for the first time account for more than 60 percent of overall global ad spending, and is expected to court the 70 percent mark by 2025, according to recently-released forecast data, also showing 2021 ad spending that is predicted to be up 20.4 percent from 2020 levels. eMarketer LinkedIn Shares New Insights Into Evolving Market Shifts as a Result of COVID-19 Some 70 percent of buyers want to continue to work remotely at least half of the time, while 67 percent of sales managers have encountered unforeseen difficulties maximizing remote team efficiency — two of numerous findings of interest to digital marketers in recently released report data. Social Media Today Zoom announces all-in-one events platform Zoom has announced a summer release of its Zoom Events virtual experiences platform, which will offer an array of features for ticketed virtual events, as the firm looks to serve the ongoing virtual event market. 80 percent of U.S. users said that they expect to have virtual experiences available even when in-person options are offered, according to Zoom survey data. MarTech YouTube Previews Upcoming Improvements for YouTube Studio, Including Auto-Generated Title Suggestions Google's YouTube video platform has shared previews of forthcoming feature additions to its Creator Studio, including easier Google Drive integration, mobile publishing improvements, and multiple upload templates, the video firm recently announced. Social Media Today Google Announces New Features for App Advertisers Google has shared information about several new features aimed at mobile app advertisers, including in-app events from within Google Analytics, easier deep-linking, and new data-driven attribution (DDA) information, the search giant recently announced. Search Engine Journal ON THE LIGHTER SIDE: A lighthearted look at “the NFT bandwagon” by Marketoonist Tom Fishburne — Marketoonist Prabhakar Raghavan Isn’t CEO of Google—He Just Runs the Place — Wired TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — What’s Trending: The New SEO and the Case for Content Marketing — LinkedIn LinkedIn — 4 ways B2B marketers can successfully combine brand and purpose — Ad Age Lee Odden — Pubcon Masters Group Workshops and Trainings Florida 2021 — Pubcon Have you come across your own top B2B marketing story from the past week of industry news? Please let us know in the comments below. Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope that you'll return again next Friday for more of the week's most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: Top B2B Paint Points, Influencer Types Survey, Zoom’s New Events Platform, & The KPIs That Matter appeared first on B2B Marketing Blog - TopRank®.
It took a minute, but marketers could soon be able to see see what proportion of people saw their ad on online video and TV versus TV only. The post Advertisers’ protracted pursuit of cross-media measurement is gathering pace. appeared first on Digiday.
Media agencies both applaud and hold their breath as the ANA issues an RFP to seek transparency in the programmatic supply chain. The post Media Buying Briefing: How will media agencies react when programmatic is put under the microscope? appeared first on Digiday.
KORE Software, the global leader in sports and entertainment business management solutions, has entered a new partnership with the Association of National Advertisers (ANA).As a key ANA brand and insights partner, KORE brings immense value to the trade group’s 50,000+ members.This partnership between the ANA and KORE creates a powerful new alliance.Both organizations are deeply committed to driving growth, leveraging technology, and leading the industry through innovation.ANA members strive to be on the cutting edge of marketing, and this partnership provides them with new opportunities to go even further.Members can look forward to KORE’s participation in industry panels, including the 2021 ANA Experiential, Content & Commerce Marketing Conference.KORE will also frequently contribute to the ANA’s Marketing Knowledge Center, sharing key findings from their decades of industry experience.Members will gain new insights into real-world partnership optimization, change management, storytelling, success stories, industry trends, and strategic decision-making.
Brand marketers stick to trust-building strategies forged in 2020's fires, study finds 91 percent of brand marketers will keep focusing on the strategies aimed at building trust they developed in 2020 as a response to the pandemic, according to recently-released survey data of interest to digital marketers. Marketing Dive Ad Prices Forecast To Inflate 3% This Year Digital display ad price inflation for 2021 is expected to be 3.4 percent, with digital video slightly higher at 3.6 percent, while this year is expected to hold some recovery from the impact of the pandemic in 2020, according to newly-released forecast data. MediaPost In Engagement Shift, Friday Proves Top Day for Email Response Rates in 2020 With an 18.9 percent click-to-open (CTO) rate, marketing emails sent on Friday lead the way when it comes to engagement levels, according to recently-released survey data, with Saturday coming in as having the lowest engagement rates. MarketingCharts YouTube Adds New Comparative Data Tools in YouTube Studio, and Info on Other Channels Your Audience Watches Google's YouTube platform has launched new features that allow digital marketers to compare the performance of their video content from between 24 hours up to 28 days, offering a new glimpse into a variety of performance metrics, the video giant recently announced. Social Media Today Nielsen Launches Identity Sync, New Global Attribution System Nielsen has rolled out a new global attribution system, Identity Sync, the firm's identity-backed solution to the loss of cookie-based tracking systems, the firm recently announced. MediaPost LinkedIn's Developing a New Freelance Marketplace Platform to Facilitate New Opportunities LinkedIn has been testing features which could expand on the platform's existing ProFinder tool, adding enhanced professional freelancer connection functionality, according to an industry report. Social Media Today How IT Buyers' Researching Behaviors Changed in 2020 More than 54 percent of information technology buyers spent more time researching solutions during the second half of 2020, with some 24 percent reporting research time staying flat — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs 3 Steps to Better Virtual Meetings A clear definition of the behaviors an organization is trying to encourage will help forge more productive virtual meetings, as will finding and overcoming behavioral blockers, according to The Harvard Business Review, which recently took a look at how to make today's online meetings more collaborative and engaging. Harvard Business Review The Most Important Email Marketing Optimizations [Survey] 43 percent of marketers consider personalization the top characteristic to improve when it comes to email optimization, followed by data quality at 39 percent and email design at 34 percent, according to recently-released survey data. MarketingProfs ANA Finds Half Of Ad Execs Have No Plans To Travel/Attend In-Person Events In 2021 Just 2.5 percent of advertising executives have said that they’re willing to fly for business in 2021, according to newly-released Association of National Advertisers (ANA) survey data of interest to online marketers. MediaPost ON THE LIGHTER SIDE: A lighthearted look at “finding your brand purpose” by Marketoonist Tom Fishburne — Marketoonist YouTube Reveals 2020 US Bumper Ads Leaderboard of Top 6-Second Ads — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — What’s Trending: Revamping Content Marketing — LinkedIn (client) LinkedIn / TopRank Marketing — Debunking Full-Funnel Myths that Send Marketing Strategies Off Course — LinkedIn (client) Joshua Nite — What Should Be Your First Steps When Starting a Business? Consider These 10 Tips — Small Business Trends Lee Odden — 50 Quotes That Will Change The Way You Do SEO — SERPed Have you found your own key B2B marketing story from the past week of industry news? Please let us know in the comments below. Thanks for joining us for the weekly TopRank Marketing B2B marketing news, and we hope that you will return next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: Trust Tops Brand Marketer Study, Top Email Engagement Day Shifts, YouTube’s New Comparative Data, & Ad Prices Rise appeared first on B2B Marketing Blog - TopRank®.
Some B2B Brands Are Going All-in On Digital Advertising B2B digital advertising spending has largely skirted the sizable losses seen in traditional ad spend, and certain B2B brands have started shifted more budget dollars to digital media, according to recently-released eMarketer study data of interest to B2B marketers. ANA The Road To Chatbots, Virtual Assistants For B2B Marketers, Per Forrester The B2B buyer journey has changed almost entirely into all-digital experiences, and B2B marketers who rush the process by using traditional chatbots or virtual assistants risk losing customers, according to newly-released Forrester survey data. MediaPost Facebook Expands Brand Collabs Manager to Include Facebook Groups, Adds New Group Post Options Facebook has augmented its Brand Collabs Manager tool, with the inclusion of several new partnership location features aimed at helping influencer marketing and brand partnerships through the use of sponsored Facebook group posts, the social media giant recently announced. Social Media Today Netline Debuts B2B Intent Data Service Buyer engagement platform Netline has launched a new B2B data service, with tools aimed at using B2B content-consumption and buyer prospect intent data to drive sales, and MediaPost takes a look. MediaPost Twitter Acquires Multi-Participant Streaming App Squad, Which Enables Screen-Sharing Within Chats Twitter has acquired screen-sharing chat app Squad, a move that could provide new streaming outreach options for marketers and brands if Squad’s functionality is eventually incorporated into Twitter, the firm recently announced. Social Media Today ANA Pivots On Marketing 'Word of the Year' The Association of National Advertisers (ANA) has chosen "pivot" as its marketing word for this pandemic year, edging out "virtual," "agility" and "resiliency," the trade organization recently announced. MediaPost Bing Webmaster Tools adds Microsoft Clarity integration Microsoft's Bing has enhanced its Webmaster Tools feature set with a new update that has made it easier to access Microsoft’s Clarity web analytics tool and its features, and has made it more straightforward to add the functionality to websites, Bing recently announced. Search Engine Land LinkedIn Starts Testing Ads in ‘Stories’ Microsoft-owned LinkedIn (client) has begun testing advertising options for marketers using its recently-launched LinkedIn Stories format content, and has also brought wider availability to its full-screen mobile ads, among other new options, the firm recently announced. Wall Street Journal Google Web Stories ads now available via Display Network Previously only available to marketers through Google Ad Manager, Google has made Web Story Ads accessible through its Ad Manager and AdSense services, offering programmatic selling through its display network, the search giant recently announced. Search Engine Land B2B Marketers Pick Up New Skills During the Pandemic Collaboration tools, virtual presentation skills, remote motivation and coaching, and increased social media knowledge are among the top new skills B2B marketers have added during the pandemic, according to recently-released survey data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “creating personas” by Marketoonist Tom Fishburne — Marketoonist The 25 Best Ads of 2020 — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021 — MarketingProfs Lee Odden — The final flourish that makes things magical: dessert courses and marketing recipes for your holiday season — ActiveCampaign SAP / TopRank Marketing (client) — #CXUnplugged Talks: The Age of Influence in Marketing [Video.] — SAP Customer Experience Lee Odden — Playing Favorites by Jay Acunzo — Jay Acunzo Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below. Thank you for joining us for another weekly edition of our B2B marketing news, and we hope that you'll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: Top B2B Marketing Pandemic Skills, Marketing Word of The Year, Bing Adds Analytics Features, & LinkedIn’s New Stories Ads appeared first on B2B Marketing Blog - TopRank®.
Cincinnati-based independent agency Curiosity today announced that it has joined SeeHer, an initiative of the Association of National Advertisers that aims to improve the representation and portrayal of women and girls in media and advertising. SeeHer was founded in 2016 with an initial goal to increase accurate representation of women and girls in media by...
US B2B Digital Advertising 2020 B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer The 'Purpose Gap' Facing Many B2B Brands 86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization — two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs How Bad Data Hurts B2B Companies 88 percent of B2B marketers see quality data as important in executing a successful account-based-marketing (ABM) strategy, while some 27 percent aren't certain how much of their data is accurate, according to recently-released survey data. Demand Gen Report Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year The use of chatbots in conversational marketing has risen 92 percent year-over-year, while live chat usage expanded by some 35 percent and social media interactions grew by 31 percent over the same period, according to recently-released survey data. Adweek Facebook launches Facebook Business Suite, an app for managing business accounts across Facebook, Instagram and Messenger Facebook has rolled out its tool for businesses to manage multiple Instagram, Facebook and Messenger profiles and pages in a unified location, with the release of its Facebook Business Suite utility, featuring post scheduling, ad creation, and insight data, the social media giant recently announced. TechCrunch Global brands advance towards 'holy grail' of cross-media measurement An ambitious global cross-media measurement proposal framework featuring a new publisher log-based solution utilizing Virtual ID (VID) has been put forth as part of a major push by the World Federation of Advertisers (WFA) and brands, the WFA's Cross-Media Working Group recently announced. The Drum Google Combines Custom Affinity and Custom Intent Into Custom Audiences Google has rolled out changes giving advertisers new Google Ad audience features across display, YouTube and discovery campaigns, refining and combining previously separate audience intent and affinity tools, the search giant recently announced. Search Engine Journal LinkedIn launches Stories, plus Zoom, BlueJeans and Teams video integrations as part of wider redesign LinkedIn (client) has rolled out its ephemeral video and photo LinkedIn Stories feature, expanded platform search functionality, and video chat for direct messaging — three of an array of new additions of interest to digital marketers, the firm recently announced. TechCrunch New open source robots.txt projects Google has released a specification testing tool for websites seeking to adhere to its Robots Exclusion Protocol, along with a parsing and matching utility for improved robots.txt web crawler indexing information, the search film recently announced. Google Webmaster Central Blog What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior? 68 percent of B2B buyers say that their purchase cycles have lengthened since 2019, with the most common buying journeys lasting between one and six months, while 53 percent consider web search a top research method, followed by 41 percent who consider vendor websites a top evaluation method, according to recently-released data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “lifestyle brands” by Marketoonist Tom Fishburne — Marketoonist Overwatered Houseplants Hoping Woman Goes Back to Work Soon — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — Stop Telling The Same Old Story — Mark Armstrong Nick Nelson — 10 Tips for Changing the Way You Think About Your Small Business — Small Business Trends TopRank Marketing — Why Convenience Is Essential — Forbes Have you found your own key marketing stories from the past week of news? Please let us know in the comments below. Thank you for taking the time to join us for the weekly B2B marketing industry news, and we hope that you will return again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook appeared first on B2B Marketing Blog - TopRank®.
In a time of increased competition and uncertainty, standing out is more important than ever. Of course there's plenty of B2B marketing that stands out, but what kind performs? Is it ads, content marketing, SEO, social, ABM or influence? At TopRank Marketing we make it our business to deliver on and exceed expectations for content experiences that will inspire customers through influencer marketing. But what does award-winning B2B influencer marketing look like?  How can you infuse your own campaigns with the type of powerful elements that combine to deliver stellar marketing performance? To help answer those questions, let’s take a look at two highly-successful efforts from our clients LinkedIn and Alcatel-Lucent Enterprise (ALE) to find out what common elements both campaigns share to make for decidedly uncommon success. Award Winning B2B Influencer Marketing in Action We were thrilled that the Association of National Advertisers (ANA) B2 Awards awarded TopRank Marketing its silver winner in the social media category, for our work with LinkedIn in the successful “LinkedIn’s Social-First Approach to Engaging Influencers & Audiences Alike” campaign, and that the 2020 Content Marketing Awards has selected TopRank Marketing as a finalist in its best content marketing program in technology, for our work with Alcatel-Lucent Enterprise (ALE) in the successful “IT Vanguard Awards” campaign. The ANA’s B2 Awards recognize the top performing B2B marketers with a unique focus on driving demonstrable business results, and in 2020 entrants submitted in 47 categories which have evolved to reflect the growing role of B2B marketing and rapid industry changes. The 2020 Content Marketing Awards recognize and award the best content marketing projects, agencies and marketers in the industry each year, recognizing all aspects of content marketing, from strategy to distribution, from design to editorial, and is the leading international awards program for corporate content creation and distribution. LinkedIn’s Social-First Approach to Engaging Influencers & Audiences Alike The average daily time that a user spends on social media is approximately 153 minutes (Statista). And, with 706+ million registered users (63 million of which are in decision-making positions), the LinkedIn platform presents a big opportunity for brands to engage their target audience. (LinkedIn). But reaching and connecting with both marketers and sales professionals has become increasingly difficult due to the overload of information thrown at them each day. The brand LinkedIn also faced this challenge, even on their own platform. So, in order to better reach these decision makers, LinkedIn Marketing and LinkedIn Sales Solutions set out to create a social-first campaign that would communicate authentically to then attract attention to specific LinkedIn Showcase Pages. Goals included: Increase engagement and continue to humanize LinkedIn as a brand by partnering with well respected industry experts to share real-life struggles, stories and obstacles with a focused audience. Drive new audiences to the targeted Showcase Pages via the influencer’s audiences (that were not already following or engaging with the LinkedIn brand). Continue to nurture and grow relationships with the influencers themselves as part of an ongoing influencer program. Engage the audience in-channel (versus sending to alternate content off platform). LinkedIn Campaign Insights & Strategy To create and optimize this social-first influencer content campaign, specific insights and strategies were leveraged: High-level audit of the LinkedIn Marketing and Sales Showcase pages to identify the most engaging content based on: Content Length Topic Visuals Featured Influencers Best Publishing Time/Day Identification of best-fit target influencers based on: Audience Relevance Participation Likelihood Best Stories Relevance and/or admiration of target audience Research into appropriate hashtags for the campaign. Based on these insights a campaign approach was created, including: A messaging/post formula including: Context at the beginning of each post Tagging the contributing influencer Showcasing their story/insights Utilizing hashtags Compelling visuals      Activation of influencers when posts went live. Influencer Content Campaign Concept In order to better reach an overloaded audience, we focused on the idea of partnering with influencers to make professional networking more personal vs. more traditional “best practices” content that fills most professionals' social feeds. Instead, relevant influencers we asked to share real-life stories based on 3 key questions: Describe a defining moment in your career and how it shaped you as a marketer or sales professional. What is one thing not on your LinkedIn profile that people should know about you? Who is one rising star in your field that you’d like to recognize? What makes them amazing? By shifting from purely professional content to a combination of professional and personal, LinkedIn was able to better connect with the audience around their own professional opportunities and provide them a platform to engage directly with experts they respect. B2B Social Influencer Campaign Results Results for this influencer marketing and social media program exceeded all target goals. Below is a breakdown of the results: #MyMarketingStory 239% above reaction benchmark 348% above comment benchmark 150% above shares benchmark 100% influencer activation around the campaign #MySalesStory 247% above reaction averages/goal 215% above comment averages 400% above shares averages 100% influencer activation around the campaign Influencer Metrics 14 influencers activated (leading to 75+ over time) 228 total social posts (excludes LinkedIn data) 853 engagements (excludes LinkedIn data) 5.84M estimated reach (excludes LinkedIn data) LinkedIn Social Influencer Campaign Insights The goal of this campaign was to drive authentic engagement, on platform, between LinkedIn and their customers. With over 706 million registered users including 63 million in decision-making positions, LinkedIn Marketing and LinkedIn Sales created a powerful and successful social-first campaign leveraging LinkedIn Showcase Pages by connecting with content on both a personal and professional level. LinkedIn Looks at What’s Next in Marketing Content Together “At LinkedIn, we’ve worked with the TopRank Marketing team for about two to three years now, and what I really like about working with TopRank is they really, truly come to the table as collaborative partners,” Judy Tian, marketing manager at LinkedIn observed. “I’ve worked with a number of agencies where in marketing, I’m asking for deliverable A and they just give me deliverable A. But what’s great about TopRank is they also think about B, C, and D and really try to push my thinking of what’s next,” Judy added. “I think in marketing you are only as good as the creativity of your team and your ideas. The more voices that we bring to the table and the more proactiveness and willingness of everyone contributing ideas, the better off your marketing campaigns will be, and for us at LinkedIn, TopRank has truly become an extension of our own marketing team,” Judy explained. TopRank Marketing & Alcatel-Lucent Enterprise Not Afraid To Innovate: The IT Vanguards Awards Program Alcatel-Lucent Enterprise (ALE), a 100-year-old business technology company, decided it was time to raise the stakes in sales funnel management. While ALE had hundreds of contacts, the company was not achieving the desired traction with their current methods. Their big idea was a recognition program for IT network and IT enterprise communications leaders. By celebrating industry leaders, ALE hoped to forge stronger relationships with clients and prospects — and build a more robust contact list. But how could ALE make sure that this seed of an idea produced the desired fruit — not only in its inaugural year but in years to come? The company looked to TopRank Marketing to help them create an innovative program, unlike anything that had been done before. TopRank Marketing provided end-to-end support for the initiative, collaborating with ALE on branding the IT Vanguards program, and then executing a strategic marketing plan which included influencer engagement, press releases, LinkedIn Pulse content, emails, and blogs. The IT Vanguards website doubled as a way to collect nominations and celebrate the winners. Once the winners were announced, the IT Vanguards website was populated with the honorees’ top leadership advice. These insights positioned both the winners and ALE as thought-leaders while also providing meaningful value long after the close of the program. All milestones — from announcing the program to celebrating the winners — were promoted using a strategic blend of content marketing, influencer marketing, and social media. The content was amplified on social channels through paid ads as well as posts by ALE employees, program judges, honorees of the IT Vanguards program, and relevant third-party organizations and industry associations. Results of the IT Vanguards Program By all definitions, the IT Vanguards program was a resounding success. With more than 50 quality, relevant nominations, the IT Vanguards program was an effective means to identify and celebrate the best IT network and IT enterprise communications leaders. The program also excelled as a way to generate brand awareness and engagement. There were nearly 14,000 combined landing page views during ten weeks of contest promotion. On social channels, the program boasted 100% engagement from program judges and honorees through activities such as direct conversations with the ALE and TopRank Marketing teams, social sharing, and internal sharing. The program also spurred third-party recognition of the honorees’ prestigious achievement, including press releases and special ceremonies held by the honorees’ local governments, school boards, and companies. These activities further heightened the credibility of the IT Vanguards program and the market leadership position of ALE. Lastly, the IT Vanguards program delivered in terms of business development. Using the IT Vanguards program to celebrate the IT network and IT enterprise communications leaders, ALE generated opportunities for meaningful conversations with prospects. The company attributes three million in the pipeline to the campaign. We’re honored... ...to win the ANA B2 Awards silver award for our combined efforts with LinkedIn — an especially strong campaign as we outlined above, and to be named a finalist at the 2020 Content Marketing Awards in the best content marketing program in technology category for our joint efforts with ALE. Get Your Own Award-Winning Results From TopRank Marketing TopRank Marketing, the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report, delivers award-winning work to clients including LinkedIn, AT&T, Adobe, SAP, Dell, 3M, monday.com and others. Contact us today to discover how we can help create award-winning marketing for you. For additional new case studies and to learn more about B2B influencer marketing trends, best practices and predictions for the future, be sure to access the all new 2020 State of B2B Influencer Marketing Report, which features insights from hundreds of marketers surveyed as well as expert analysis by the TopRank Marketing team and contributions from top B2B influencer marketing professionals from SAP, LinkedIn, AT&T Business, Adobe, Traackr, IBM, Dell, Cherwell Software, monday.com and more. The post What Does Award-Winning B2B Influencer Marketing Look Like? appeared first on B2B Marketing Blog - TopRank®.
What’s new at YouTube, and how are B2B marketers using the world’s largest video platform in creative and engaging campaigns? Let’s take a look! Google’s omnipresent YouTube brought in revenue of over $15 billion in 2019, has over two billion monthly active users (MAUs), and by some estimates is considered as the world’s number two search engine, making it nearly inescapable for B2B marketers seeking to host and promote video content. While not necessarily out of this world, YouTube’s orbit casts a wide swath in the B2B marketing universe. During the pandemic, video and webinar content has seen the largest increase in views according to recently-released PathFactory survey data, leading the Association of National Advertisers (ANA) to suggest that “Now Is the Time for B2B Content.” 64 percent of B2B buyers have increased their use of online video during the pandemic, according to newly-released report data from Google and Ipsos, which has also showed a whopping 88 percent increase in the usage of digital marketing overall. Another study by MediaPost and Bombora also saw increased interest in video during the global health crisis — a move that’s not surprising considering the power of video to drive authentic engagement in as little time as possible, as we’ll see in our five examples from B2B firms using YouTube in creative ways. First, however, let's look into the latest news surrounding YouTube. What’s New At YouTube? YouTube just launched a beta trial of its new YouTube Shorts 15-second vertical video creation function — presently only for users in India with a global rollout planned — joining Instagram’s recent test of its similar Instagram Reels capability. These short video features squarely spring from the popularity of TikTok, and have come at a time when the beleaguered company — now sought for acquisition by Oracle* — has faced significant challenges with its U.S. operations. Oracle’s proposed deal with TikTok — owned by ByteDance, its parent company in China — has met with initial approval by some advertisers. Oracle, which has recently forged partnerships with firms including Zoom, may at first seem like an odd fit for the acquisition of an app dedicated to short-form video creation and sharing, however should it succeed in controlling TikTok’s U.S. operations it would undoubtedly lend a significant infusion of enterprise-level business exposure. That could pave the way for increased B2B use of the type of short videos that can be created with TikTok, Instagram Reels, and YouTube Shorts, and with ever-more content being viewed on smartphones, vertical video undoubtedly has a massive audience. YouTube — which said that its Shorts feature provides a way to “discover, watch and create short, vertical videos on the YouTube app.” — has allowed users worldwide to upload short vertical video using the #Shorts hashtag, which will feature Shorts videos on YouTube’s coveted homepage. YouTube Shorts video can include music and feature multiple segments and playback speeds, along with timers for recording hands-free video, the firm said. The rise of vertical video brought on by TikTok and now Instagram and YouTube may end up making the format another standard digital asset for B2B marketing design teams, with its own strengths in areas such as mobile, and weaknesses in others such as display on traditional desktop and non-smartphone devices. On the advertising front, YouTube is planning to launch engaged-view conversions (EVC) metrics by the end of the year, bringing data on viewers who watch at least 10 seconds of a video ad and subsequently click away, yet nonetheless end up converting within a set number of days, YouTube recently noted. “By the end of the year, we will make engaged-view conversions a standard way of measuring conversions for TrueView skippable in-stream ads, local campaigns and app campaigns,” Nicky Rettke, YouTube director and product manager of YouTube Ads, explained in a recent post on the Google Ads & Commerce Blog. On the live-streaming front, YouTube has continued to embrace the multi-billion dollar esports vertical —  which is comprised of more than 400 million players globally — offering a number of advertising opportunities for certain B2B brands. Whether 2021 will see more B2B brands sponsoring esports players or events remains to be seen, however B2B marketers may be taking a closer look at opportunities in esports, as Rosalyn Page recently examined in “What Brands Need to Know about Esports.” Live-streaming has also gained momentum in the relatively new area of streaming e-commerce, backed by firms including Amazon, and as Bloomberg News recently reported, the practice is expected to generate more than $100 billion in global sales in 2020. While more video is being watched than ever due to the pandemic, a significant amount of video seen on social media timelines is viewed with the sound turned off, making it more important than ever to ensure all video content has quality subtitling available along with a #Captioned hashtag. A good resource for information about video captioning for YouTube and elsewhere is Meryl Evans, an acknowledged “#Captioned pusher” and a fellow former bulletin board system SysOp. In B2B marketing, YouTube video content doesn’t necessarily always need to be traditional camera footage, as alternative formats such as animation are becoming easier to create than ever before, as Victor Blasco, chief executive of Yum Yum Videos recently explored in “Making Animated Marketing Videos That Engage Customers.” Now let's jump-cut to five recent examples of B2B marketers using YouTube to tell creative and engaging video stories. 1 — HP’s Dear Future Me In more ways than one storytelling is truly at the heart of powerful marketing messages, as witnesses in spades in HP’s new “Dear Future Me” video campaign, which offers a heartwarming spin on the practice of writing a letter to your future self, chronicling the stories of six recent high school graduates who wrote themselves such letters six years ago, when they were in the sixth grade. As part of the campaign, HP’s landing page for the initiative offers a downloadable PDF form where anyone can write their own letter, and incorporates a “We can’t wait to meet the future you” message to end the first of the two-part series of mini-documentary videos. The second episode lets current sixth graders write letters to their future 2026 selves, and shows them telling their own stories centered around the challenges of the pandemic. “Just try to remember: if you got through this year, you can get through anything,” one student encourages her future self. HP’s YouTube video descriptions for the series include handy links to the other video in the series, along with an extra link to subscribe to the firm’s channel — a simple yet often-overlooked practice that allows viewers who may have over years trained themselves to ignore YouTube’s own ubiquitous red “Subscribe” button. 2 — Adobe's Honor Heroes Adobe’s* “Honor Heroes” campaign, a collaborative global artistic effort to help support the battle against COVID-19, is centered around a single minute of video that has to date tallied nearly 3.5 million views. During that one minute the work of artists and other creative people is shown, each piece inspired by the pandemic. On Adobe’s YouTube channel the video’s description includes the campaign’s hashtag #HonorHeroes, and a link leading to a section of Adobe’s website with an image of each of the 116 people chosen as heroes, and a link to their respective Instagram profiles. The campaign’s video is also playable from the page. Adobe ties the page into their own Instagram account as well, encouraging page visitors to see more about the heroes campaign using the same hashtag this time to link to their Instagram profile and specifically those posts utilizing the campaign hashtag — a technique that can be effectively used to move customers to content on various brand social media channels. The campaign was also featured on the company’s blog, offering additional context about the campaign with insight from some of those involved, a donation link to the Direct Relief organization, and an embedded instance of the campaign’s YouTube video. 3 — Constant Contact's Power Hour Constant Contact regularly publishes video content to its YouTube channel — sometimes releasing up to 12 videos weekly — making it an important part of the firm’s social media efforts. Recent videos have included answering frequent customer questions, spotlight videos on businesses using the platform, a “Pro Series Power Hour” featuring ABC’s Shark Tank star Kevin O’Leary, customer success stories, and a visual series dedicated to using various elements of the firm’s service. For Kevin O’Leary’s video, Constant Contact has used a detailed description of the spot, with a link to learn more on their website’s blog along with links to five of the firm’s social media profiles. 4 — Deloitte's A World Reimagined In Deloitte's “A World Reimagined: The 2020 Global Millennial Survey” video, the effects of the pandemic on young people in the millennial and Gen Z demographic are visualized and brought to life, highlighting their energy for building a better world. In addition to watching the video, a micro-site for the campaign allows visitors to download the related report — which surveyed more than 18,000 millennials and Gen Zs across 43 countries — view a replay of the initial live-stream video event related to the effort, and offers an infographic for download and sharing. The site also includes a Twitter stream of tweets centered around the campaign’s #MillennialSurvey hashtag. Deloitte also successfully uses YouTube for its “Life at Deloitte” series of company culture videos, using storytelling to build empathy and trust, a tactic MarketingProfs explored recently in “Five Tips for Making Company-Culture Videos That Captivate Your Customers' Hearts.” 5 — Ernst & Young's Megatrends 2020 & Beyond In its “EY Megatrends 2020 and Beyond” video, Ernst & Young looks ahead to future trends and their overall larger meaning — one of its numerous YouTube channel videos exploring the firm's service offerings and helpful financial-related insight. Ernst & Young also uses its YouTube profile to share how it has responded to COVID-19, to announce its world entrepreneur of the year, and to archive its live-streaming video from LinkedIn* Live. Maliha Aqeel, director of global communications at Fix Network World and former assistant director of brand marketing and communications at Ernst & Young, sat down with our senior content marketing manager Joshua Nite to share a look at the role of B2B company culture in driving employee and customer satisfaction, in "Break Free B2B Series: Maliha Aqeel on How to Ace B2B Company Culture." [bctt tweet="Marketers and communicators within organizations have to take the charge. Our job is to take all of those values and say, 'Here's how it could look. Here's how the intangible becomes tangible.' @MalihaQ on #CorporateCulture #BreakFreeB2B" username="toprank"] Snap A New B2B Take On Creative YouTube Marketing via GIPHY YouTube offers much more to marketers than simply being the default spot to host and play back video, with ample social features for B2B brands to highlight other channels to follow, threaded viewer commenting if wanted, the forthcoming YouTube Shorts format, an ever-increasing number of ad formats and placement options, and remains a powerful platform for B2B influencers to engage their audience. We hope you've gained at least a few new ideas from looking at the latest news about YouTube, and that you'll find inspiration from the five fine examples we've explored from HP, Adobe, Constant Contact, Deloitte, and Ernst & Young. Video is only one facet of a well-rounded B2B marketing strategy, yet one that plays an important role in campaigns that attract, engage, and convert. Find out why firms including Adobe, LinkedIn, SAP, AT&T, Dell, 3M and others have chosen to work with TopRank Marketing — drop us a line. * Oracle, Adobe, and LinkedIn are TopRank Marketing clients.   The post Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube appeared first on B2B Marketing Blog - TopRank®.
COVID-19 drives more business to B2B marketplaces Global marketplace growth is being led by the B2B segment, with sales expected to hit $3.6 trillion by 2024 — up from $680 billion in 2018 — according to recently-released report data of interest to digital marketers, which also showed that 89 percent of purchasing managers are spending at least the same or significantly more because of pandemic circumstances. Digital Commerce 360 How Committed Are Big Advertisers to Content Marketing? Over the past two years major advertisers have doubled their commitment to content marketing, with 52 percent of senior-level marketers saying their firm is strongly committed to content marketing — up from 26 percent two years ago, according to recently-released survey data from the Association of National Advertisers (ANA) and The Content Council. MarketingProfs The Pandemic Pushes A Rebound in Mobile App Opens Technology, Internet and productivity app opens saw a 55 percent year-over-year increase from March through June, with business app opens up 26 percent and finance and insurance industry app opens seeing a 22 percent rise, according to newly-released report data highlighting strong positive shifts from app opens during March. MarketingCharts Facebook Announces Beta Launch of 'Horizon' VR Social Experience Facebook has launched a test version of its Horizon virtual reality (VR) social media experience, offering features for collaboration along with social interaction elements — available via waiting list — the firm recently announced. Social Media Today Influencer Followers Will Continue Spending More Time on Social Media After Restrictions Lift Among U.S. and U.K. consumers who follow social media influencers, 72 percent said they have spent more time using social platforms during the pandemic, and 64 percent also said that they are likely to continue the same level of usage during post-pandemic times, according to recently-released GlobalWebIndex survey data.. eMarketer LinkedIn lets Page owners view, sort, learn more about their followers LinkedIn (client) has launched an array of new features for its business pages, including more detailed page follower information, page-related event listings, and new employee content sharing and curation options, the Microsoft-owned professional social media platform recently announced. Search Engine Land Twitter Tests Replacing 'Retweets and comments' with New 'Quotes' Count Twitter has begun testing the use of a combined "quotes" metric comprised of the platform's longstanding retweet and comment counts, in an effort to visually simplify its user experience elements, the firm has announced. Social Media Today Google Ads to limit Search Terms reporting, citing privacy Google has started notifying its Google Ads users that certain infrequently-searched terms will no longer be available in the Google Ads search terms report — a move the search giant says is aimed at protecting user data and maintain privacy standards, Google recently announced. The move has led certain advertisers to question whether the Google Ads change will remove the ability to discover helpful search terms. Search Engine Land Want to create loyal customers? Get on the bleeding edge of data security Brand loyalty is tied to strong data privacy, with 31 percent of U.S. consumers seeing it as the most important factor, while 40 percent said that trustworthiness is tops when it comes to brand loyalty, according to recently-released survey data also showing that 42 percent refuse to share sensitive personal data for any reason. TechRepublic Instagram Carousels Are the Most Engaging Post Type [STUDY] 10-slide carousel posts have seen the highest engagement rates on Instagram, according to newly-released survey data from Socialinsider of interest to digital marketers. The study of some 22 million Instagram posts also shows that the use of carousels has risen faster than video content, while traditional image publication has fallen. Search Engine Journal ON THE LIGHTER SIDE: A lighthearted look at “the rise of the customer service bots” by Marketoonist Tom Fishburne — Marketoonist The hashtag turns 13 — Chris Messina TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden / TopRank Marketing — New Report Says B2B Influencer Marketing Still Has Massive Room For Growth — Forbes Lee Odden — Keynote Lineup for Pubcon Pro Virtual 2020 — Pubcon TopRank Marketing — Nicht nur für B2C: Wie B2B-Unternehmen von Influencer Marketing profitieren [In German] — Futurebiz Lee Odden — Monday’s Marketing Minute: The Relaunch — Mack Collier Lee Odden — What’s Trending: Who Tells Your (Brand’s) Story? — LinkedIn (client) TopRank Marketing — The Essential Qualities B2B Brands Look for in Influencers — MarketingProfs TopRank Marketing — MGM Resorts cuts 18,000 jobs, NBA teams to offer arenas as voting locations, and 78% of B2B marketers say prospects rely on influencers’ opinions — PR Daily TopRank Marketing — Influencer marketing daje pozytywne skutki w marketingu B2B [In Polish] — SOCIALPRESS Have you located your own top marketing stories from the past week of news? Please let us know in the comments below. Thanks for taking the time to join us for the weekly B2B marketing industry news, and we hope you'll return again next Friday and tune in for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: Mobile Apps Thrive, Carousels Most Engaging Format on Instagram, Facebook’s Horizon VR, & Data Security’s Customer Loyalty Connection appeared first on B2B Marketing Blog - TopRank®.
As the worlds of brand creative, original entertainment and content marketing continue to merge, Jersey City/Santa Monica-based Creative Studio MALKA has tapped Industry Creative veteran Alan Schulman to serve as an Advisor.For the past 5 years, Schulman served as Chief Creative Officer of Deloitte Digital US and held the same position at SapientNitro NY prior.He is widely considered a subject matter expert in data-driven creative and content marketing and was named a Creative ALL Star by MediaPost martech news.“Alan has been a fixture in the creative community for decades and is always on the cutting edge of advancing the way creative thinking can influence how brands shape culture.He understands that brands are no longer just telling their stories but shepherding all stories that make their brand relevant to today’s conversation,” said Jeff Frommer, President of MALKA.As a Strategic Advisor, Schulman will help advance MALKA’s purpose built model around brand integration in original content as well as expanding its creative and production capabilities into content marketing and content automation.“MALKA is a truly unique offering more akin to an Original Content Studio for Brands than a typical agency or consultancy,” said Schulman.“They have built an agile content creation capability for brands that merges Hollywood storytelling with a newsroom mentality versus a traditional agency model.This enables them to draft off of both culture and conversation in ways that today’s brands desperately need to stay relevant rather than interrupt their way into old formats.”Schulman has served as a co-Dean of the Creative Academy for the Cannes Lions Festival, as a member of the Board of Directors of American Marketing Association NY, and a Faculty Member in Content Marketing for the Association of National Advertisers (ANA) School of Marketing.He has also served on the Creative Review Committee of the AdCouncil, the 4A’s Creative Technology Committee and is a current voting member of the Recording Academy (Grammys).
“Naming new cereal flavors is a job,” and, the Association of National Advertisers hopes, a cool one to Gen Z.Marketing has an image problem, at least according to the trade body—which is why it has released a campaign in hopes of convincing college grads that fruitful, exciting careers do indeed exist for those who choose to go down the marketing road.According to ANA research recently conducted in partnership with McCann, most students view marketing as “simply ads and selling, and “fail to see that a career in marketing is a diverse, multi-disciplined career that calls for a variety of skill sets ranging from creative to analytical.”The campaign aims to give the next generation entering the workforce a better perception of the industry by giving examples of various tasks that could potentially fall under a marketer’s purview.It, of course, highlights some of the more fun aspects that a role in the marketing or advertising could entail—like “analyzing trends in nail polish.”“The discipline of marketing has changed radically, and the campaign we have developed celebrates this shift and challenges perceptions,” said Chris Macdonald, global president of advertising and allied agencies at McCann, in a statement.
Denny’s, Nationwide and Walmart are among a small group of companies with multicultural advertisements that performed highly with African American, Hispanic and LGBTQ+ audiences.The cultural relevance of these analyzed ads, which were released over the past couple of years, were measured utilizing the ad metric CIIM (Cultural Insights Impact Measure), developed by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM) in partnership with NBCUniversal and AIMM member companies.The CIIM was developed as a tool to identify the effectiveness of cultural relevance to show how advertising inclusivity resonates with a diverse audience and gauge the impact it has on brand loyalty, purchase intent and sales.During the list’s announcement at the ANA Multicultural Conference Marketing & Diversity Conference in San Diego Friday, ANA Chairman and Procter & Gamble’s Chief Brand Officer Marc Pritchard said that “effectively leveraging meaningful and relevant cultural insights should be table stakes for every organization.”The thorough study surveyed more than 30,000 individuals across multiple demographics, including Hispanics, African Americans, Asians, LGBTQ+, the Disabled and Non-Hispanic Whites.Respondents were asked to score 150 ads from a range of zero to 200 in various creative categories.
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The financial giant’s most recent push is shattering the glass ceiling, with full-page magazine and billboard ads calling out the lack of women in leadership across institutions across the globe—including within Citi itself.Ahead of our annual Brandweek summit, taking place Nov. 3-6 in Palm Springs, Calif., we spoke with Jennifer Breithaupt, Citi’s global consumer CMO about being a “purpose-driven brand” and how the company keeps up with the ever-evolving, always-online consumer.How do you navigate your overall brand message to keep up with the speed of consumer feedback in the modern era?Breithaupt: Certainly, the pace at which the industry moves today poses a challenge—but it also presents an incredible opportunity to test and learn to ensure we’re meeting the evolving needs of our consumer base.And for us, that’s been a really interesting journey, and one where we’ve employed a number of new technologies to help us stay relevant.For example, in order to reach our digitally savvy customers and prospects, we’ve been experimenting with a new technology called Director’s Mix, which allows us to come up with thousands of iterations of each digital unit, changing words depending on where you are, where you’re consuming our media and making the content more relative.
AdFin, a company that tried to help the Association of National Advertisers and consultancies like Accenture and PwC illuminate the murky depths of programmatic dealings, has closed.The company attempted to audit the often-complicated programmatic supply chain by benchmarking programmatic spend of ad agencies and its ad-tech partners, then making this available to marketers.However, its rise and fall has been interpreted by many as indicative of the not always harmonious market dynamics that have resulted since the emergence of the $60 billion a year programmatic media trading sector in the U.S.Ravi Patel, outgoing co-CEO of AdFin, confirmed that Oct. 11 was the last day of for the 16 remaining staffers at the company.Patel will spend the rest of this week notifying AdFin’s clients, staff and supply chain partners of the developments.One source who spoke on background, fearing a potential conflict of interest, said AdFin struggled to generate a sustained, substantial revenue flow and that its mission was often “a thankless task.”
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