Almost 90% of B2B Content Consumption Said to Take Place Outside the C-Suite Nearly 90 percent of B2B content consumption involves those outside corporate executive-level management, with some 21 percent being consumer by individual contributors, according to recently-released B2B buyer breakdown by job titles survey data. MarketingCharts Podcasts start coming to Facebook next week Facebook will begin rolling out a new podcast feature on June 22, offering podcast creators a new distribution channel, with features such as one minute promotional clips — to appear in a forthcoming podcasts tab — the social media giant recently announced. The Verge TikTok Owner ByteDance’s Annual Revenue Jumps to $34.3 Billion TikTok parent ByteDance saw a 93 percent jump in gross profit during 2020, with revenue more than doubling to $30 billion, the popular short-form social video platform that has seen increasing business interest recently announced in annual employee financial performance data. Wall Street Journal Google Launches Search Console Insights Google has launched a new feature to its Search Console product that presents audience data from Google Analytics combined with Search Console insights, to offer an expanded look at customer audiences, the search giant recently announced. Search Engine Journal YouTube Will Now Enable Creators To Add Midrolls, End Screens and Captions While Their Video Is Processing Google-owned YouTube has released a new time-saving feature in its YouTube Studio that will smooth workflow for marketers by allowing users to perform more tasks while the initial video uploading process is underway, the firm recently reported. Social Media Today More Advertisers Envision Return to In-Person Events 17 percent of advertisers plan to resume sponsoring in-person events in the final quarter of 2021, while 16 percent say they plan to do so in the first quarter of 2022, according to newly-released survey data. The survey also showed that some 10 percent of advertisers say that they have no plans to resume sponsoring in-person event. MarketingCharts Augmented Reality Market to Hit $175B by 2026: ABI Research The global augmented reality (AR) and mixed reality (MR) market will top $175 billion by 2026, with almost 28 million smart glasses expected to ship by then, according to recently-released forecast data of interest to digital marketers. AV Network Spotify launches its live audio app and Clubhouse rival, Spotify Greenroom Spotify has begun launching Greenhouse, its Clubhouse-life mobile app offering with features that can also turn live audio conversations into podcasts on the Spotify platform, the firm recently disclosed. Spotify also plans to eventually infuse targeting recommendations and additional Spotify-specific functionality into Greenhouse. TechCrunch LinkedIn bets on remote events, investing in $5 billion-plus virtual platform company Hopin Microsoft-owned LinkedIn (client) has invested in virtual conference technology firm Hopin, in a push to allow customers to extend the reach of their live events onto LinkedIn with new immersive experiences, Hopin recently announced. CNBC Global Ad Growth Consensus Lifted To 10.6% In 2021, 8.2% In 2022 Advertising spending worldwide in 2021 is expected to jump by 10.6 percent, with an 8.2 percent increase forecast for 2022, according to recently-released global ad spend forecast data of interest to online marketers. The figures represent a strong rebound from the 5.2 percent decrease seen in 2020. MediaPost ON THE LIGHTER SIDE: A lighthearted look at the “the next big thing in marketing” by Marketoonist Tom Fishburne — Marketoonist Microsoft's best Cannes Lions-winning ads and campaigns — AdAge TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client) Have you found your own top 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 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 Content Consumption Data, Digital Ad Revenue Sizzles, In-Person Events & Advertisers, & YouTube’s New Time-Savers appeared first on B2B Marketing Blog - TopRank®.
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Forever altered by the pandemic, which new directions is B2B marketing going, and what’s in store for marketers in 2022 and beyond? To help answer these questions and others, we’ve tapped into our poll data to see how the pandemic has affected how B2B marketers work, their outlook for the future, and what we’ve collectively lost and gained over the past year and a half. Audience poll data offers a valuable gauge on the pulse of B2B marketers, and for over two years we’ve run weekly social media polls on our Twitter and LinkedIn* pages. The insight you’ve shared with us during the pandemic gives us insight into what’s changed, what’s gone for good, and what may come back stronger than ever in B2B marketing. We’ll use our own poll data to take a look at the B2B marketing trends that have emerged during this unprecedented year and a half. Building on the insights we shared in “B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success,” our most recent poll numbers paint a sometimes-surprising picture of B2B marketing sentiment in 2021. Let's jump right in and take a look. Pandemic Poll #1 — Work Volume The first pandemic related poll we conducted was on April 14, 2020, when we asked B2B marketers how the volume of work they've done with influencers had changed during the first few months of the global health crisis. At that point relatively early in the pandemic, 36 percent of our respondents noted an increase in their use of influencers in marketing efforts. Pandemic Poll #2 — Learning New Skills A month later on May 12, 2020, our second pandemic-related poll asked B2B marketers whether they had used their time during quarantine to learn new marketing skills online. A sizable 63 percent of respondents said that they had indeed learned new skills online while isolating. Pandemic Poll #3 — Pain Points As the pandemic moved into summer, on July 7, 2020 we were curious about the pain points B2B marketers were being faced with. Decreasing business or budgets was the top concern, with 64 percent of our Twitter poll respondents saying that was their biggest pandemic pain point, a sentiment shared by 46.2 percent of our LinkedIn respondents. Pandemic Poll #4 — The Rise of Virtual Events As the summer wore on, virtual marketing event options began to appear as alternatives to long-standing in-person events, and on July 20 we wondered how many such events B2B marketers were planning to attend during the second half of 2020. Most B2B marketers planned to attend between one and five virtual events before the end of 2020, with 11 percent noting they would attend between six and ten online events. Pandemic Poll #5 — Long-Term Remote Work Feasibility On August 18, 2020 we wanted to learn more about how B2B marketers were feeling about the long-term feasibility of remote work. By this time, most B2B marketers had much greater acceptance when it came to the long-term feasibility of remote work than they did before the pandemic. This poll backed this notion, with over three quarters of respondents on both our LinkedIn and Twitter polls saying that they had either more acceptance or much greater acceptance of remote work as a long-term practice. Hybrid work scenarios are also very much a part of continuing conversations about the future of work, as I recently explored in “Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing.” Pandemic Poll #6 — Post-Pandemic Marketing Predictions When autumn rolled around, on September 2, 2020 we asked B2B marketers which category of marketing they believed would be the most important in post-pandemic business marketing. 39 percent of our LinkedIn poll takers said that always-on marketing would be the most important type of post-pandemic marketing, followed by 26 percent who said search and social, 19 percent who picked marketing technology, and 16 percent who picked influencer marketing. 40 percent of our Twitter poll respondents said that search and social will be most important, 30 percent said marketing technology, 16.7 percent picking influencer marketing, and 13.3 percent for always-on marketing. The results point to the mixed viewpoints and uncertainly surrounding just what will be the most important when the dust from the pandemic fully settles. Our own Nick Nelson explored the topic, in “Brave New World: The Model for B2B Marketing Success, Post-Pandemic.” Optimizing our B2B marketing strategy for a post-pandemic world requires understanding where the key shifts have occurred, and how to adapt. From executive thought leadership to rethinking marketing experiences, Nick’s article explores five ways that B2B marketers can smartly adapt and thrive in our reshaped environment. Pandemic Poll #7 — Where Influence Has Helped The Most On October 13, 2020 we asked marketers which facet of their B2B influencer marketing program had seen the greatest success during the pandemic. 42 percent of our LinkedIn poll-takers said that inspiring trust was the area of their B2B influencer marketing program that had seen the greatest success during the pandemic, followed by thought leadership growth, raising brand awareness, and attracting customers. Among our Twitter poll-takers thought leadership growth was the top choice, followed by inspiring trust and attracting customers. Pandemic Poll #8 — Top Marketing Fears As a pandemic Halloween approached, on October 29, 2020 we wanted to know what B2B marketers saw as their biggest fears in marketing. On both LinkedIn and Twitter the biggest fear was the uncertainty of the pandemic, with some also choosing the powerful fear of failure. I expanded on turning fear into success in a full article to accompany our poll, in “10 Horrifying Marketing Fears & How To Turn Them Into 2021 Successes.” Pandemic Poll #9 — Success Stories On November 17, 2020 we asked marketers which areas had benefited the most from the increased use of digital tools the pandemic had brought about. Influencer marketing was seen by both our LinkedIn and Twitter poll-takers as the greatest beneficiary when it came to areas that grew during the pandemic. Content marketing was the second choice, followed by always-on and then values-driven marketing. Pandemic Poll #10 — What Marketers Look Forward To As 2020 wound to a close, with glimmers of post-pandemic hope starting to form, we wondered what B2B marketers were most looking forward to in 2021. What were B2B marketers most looking forward to in 2021? Post-pandemic life was by far the top choice of both our Twitter and LinkedIn poll-takers, followed by in-person events and physical meetings. Pandemic Poll #11 — Top Tactics For 2021 Our first poll of 2021 on January 5 asked B2B marketers which business marketing tactic they were the most optimistic about for the year ahead. When we asked which business marketing tactic poll-takers were most optimistic about, on LinkedIn 36 percent chose content marketing, 29 percent search and social, 21 percent influencer marketing, and 14 percent who selected always-on marketing. Among our Twitter poll-takers some 50 percent chose content marketing, 25 percent search and social, followed by 16.7 percent who picked influencer marketing, and 8.3 percent who chose always-on marketing. Pandemic Poll #12 — Permanent Remote & Hybrid Work Our latest completed pandemic-related poll, on June 8 asked simply how do B2B marketers want to work during post-pandemic life. Among 88 poll takers on LinkedIn, 52 percent said that wanted a hybrid mix of remote and office work types, 43 percent wanted fully remote work, and just 3 percent a full return to office work. On Twitter, 75 percent of B2B marketers preferred a hybrid scenario, 15 percent fully remote, and 10 percent a full return to the office. Pandemic Poll #13 — Returning To In-Person Marketing Events Our newest poll asks, “B2B marketers, do you plan to attend an in-person marketing event during the second half of 2021?” You can share your input by voting on either our TopRank Marketing LinkedIn or Twitter pages — or on both. A Bright Future For B2B Marketers via GIPHY Keeping your eyes open to the pulse of your audience — whether it’s from poll results, questionnaires, surveys or other types of feedback — can go a long way indeed when it comes to making your B2B marketing efforts more grounded and authentic. It can also help make your communication more of a two-way street, and not only a publish-and-forget effort. We hope you’ve found this peek into some of our own poll results eye-opening as you navigate the uncertain marketing landscape 2021 has given us, as we forge ahead towards a post-pandemic world. To learn more from poll data insight, not limited solely to the pandemic, check out our “B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success,” and “Show Me The Numbers: 20 B2B Marketing Insights From Audience Poll Data.” 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 is a TopRank Marketing client.   The post What Pandemic Poll Data Reveals About The Future of B2B Marketing appeared first on B2B Marketing Blog - TopRank®.
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As a marketer, you know how important projects are. They’re your course to success. Your path to excellence. A plan of action. You also know just how out of sorts projects can get. Without successful marketing project management, timelines may slide, quality may slip, standards may be missed, and the work experience may suffer. So what causes marketing projects to stray off course? Having managed many marketing projects for TopRank Marketing, I’ve come across my fair share of barriers and challenges and learned from my experience with them. Below, I’m sharing the most common barriers to marketing project management success and how to overcome them so you can, too. And to help illustrate my points, I tapped the help of Schitt’s Creek — a show I only just started and can’t get enough of. I hope you’ll excuse how late to the party I am on that show, it’s a gem. Barrier #1 - Lack of Clarity Clarity is easily the number one barrier to marketing project management success. Whether it’s unclear goals, responsibilities, direction, deadlines, standards, etc. a lack of clarity permeates even the best planned marketing projects. It breeds chaos, frustration, confusion, and disorganization, all problems or barriers in their own right. So how does it happen? Most often, a lack of clarity comes from a lack of communication. From being vague to contradictions to outright withholding information, communication blunders lead to unclear directives and actions. And when the team is unclear, the work often stops until more clarity is added. via GIPHY How to Overcome: Over communicate with your team. If it seems like a needless detail, include it anyways. Always include links to resources. Have regular briefings. [bctt tweet="“Over communicate with your team. If it seems like a needless detail, include it anyways. Always include links to resources. Have regular briefings.” — Anne Leuman @annieleuman" username="toprank"] Barrier #2 - Lack of Resources Project resources are anything required to get the work done — they could be anything from people to tools to materials to equipment. As requirements for work, they’re a pivotal piece of any marketing project and you need an ample supply of both to keep projects on track and lead to a successful result. For marketing projects, resources are most often tools and people. Your digital advertising strategist doesn’t have access to the right Google Analytics account? That’s a problem. One of your marketing copywriters is taking a two-week vacation right before a campaign launches? That’s a problem, too. Both examples are a lack of resources, and both examples require foresight to catch those instances before they happen so the project doesn’t suffer. via GIPHY How to Overcome: Plan ahead. Evaluate resources (people, tools, materials, time, etc.) for the entire project’s lifecycle. Look for gaps. Fill them proactively. [bctt tweet="“Plan ahead. Evaluate resources (people, tools, materials, time, etc.) for the entire project’s lifecycle. Look for gaps. Fill them proactively.” — Anne Leuman @annieleuman" username="toprank"] Barrier #3 - Lack of Time There is another type of resource for a project — time. Projects require time to finish. And when you and your team are juggling several marketing projects at once, it becomes clear that time isn’t infinite. Marketing projects also have deadlines, making time management crucial for any marketing project manager. Fast approaching deadlines reduce the maximum available time we have to complete a task or project. Overlapping projects with conflicting deadlines slash the amount of available time even greater. Keeping a close eye on your team’s available time, the time investment required, and time remaining on a project or task are all critical for success. via GIPHY How to Overcome: Assess the time investment for every task of your projects. Ensure your resources can match that time investment. Check for overlapping projects and deadlines. Pad your deadlines just in case. [bctt tweet="“Assess the time investment for every task of your projects. Ensure your resources can match that time investment. Check for overlapping projects and deadlines. Pad your deadlines just in case.” — Anne Leuman @annieleuman" username="toprank"] Barrier #4 - Lack of Change Throughout a marketing project’s lifecycle, you’re learning what works and doesn’t work. From kick off to completion, you’re identifying the processes and workflows that need to change or stay for the next project to be a success. For example, you might find that your workflow for launching a new marketing campaign only has a one-step approval process — a two-step approval process would help ensure quality across each of the campaign’s components. To help initiate that change, you document the new process and role it out to the team. But that’s easier said than done. Enter: resistance to change, our fourth barrier to marketing project management. As projects progress, whether they were a success, a failure, or a neutral result, it’s common for potential improvements for how we work to surface. The team, however, isn’t always receptive to that change. Behavior change is difficult, habits are hard to break. For your improvements to really stick and make a positive impact on your projects, you need your team’s buy-in and commitment to change. via GIPHY How to Overcome: Carefully document new workflows and processes. Earn team buy-in and commitment early. Review work for process adherence. Remind team members of their commitment when process adherence slips to encourage accountability. [bctt tweet="“Carefully document new workflows and processes. Earn team buy-in and commitment early. Review work for process adherence. Remind team members of their commitment when process adherence slips to encourage accountability.” — @annieleuman" username="toprank"] Barrier #5 - Lack of Planning Our fifth and last barrier may very well be the most important to overcome since a lack of planning can easily lead to lack of clarity, resources, time, and change. As the saying goes, “A failure to plan is planning to fail.” It does happen, though. Sometimes marketing project managers aren’t afforded all of the information they need to thoroughly plan a project. Or, they plan for a best-case scenario and forget to cover their bases and create back-up plans. Be clear on your project requirements, plan around potential roadblocks, involve other stakeholders, and ensure your planning happens pre-kickoff. via GIPHY How to Overcome: Don’t kick off a project until you are fully informed and planned. Request information that may be lacking. Create a back-up plan, and a back-up plan for your back-up plan. [bctt tweet="“Don’t kick off a project until you are fully informed and planned. Request information that may be lacking. Create a back-up plan, and a back-up plan for your back-up plan.” — Anne Leuman @annieleuman" username="toprank"] The Bigger the Barrier, the Greater the Glory “The greater the obstacle, the more glory in overcoming it.” – Jean-Baptiste Poquelin (AKA Molière) Obstacles. Barriers. Challenges. Hangups. Whatever you want to call them, they’re a fact of life and of work. No matter the path you’re on, you’re going to come up against them. Managing marketing projects nearly guarantees you’ll come across the five barriers above, and possibly others, too. But while they may seem like impossible mountains to climb, the tips above should help you find a hidden bypass or shortcut to the peak, where the view is well worth the work. As Molière said, it’s glorious. In need of more tips on how to create effective processes and juggle several marketing projects? Read our guide on effective project management for marketers. The post 5 Common Barriers to Marketing Project Management & How to Overcome Them appeared first on B2B Marketing Blog - TopRank®.
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A product of Salesforce (the world’s #1 CRM), Pardot is the most trusted SaaS tool for B2B marketing automation.It is developed to help users crack the toughest marketing segment, B2B, which involves a complex sales funnel.At AtoCloud, a leading Salesforce development firm, we know this platform in & out and help you deploy its stunning features to grow your organization.From setting up Pardot to integrating it with CRM and automating customer communication through elaborate campaigns, you can rely on our team of experts for end-to-end servicesRead More - https://www.atocloud.com/our-services/salesforce-pardot
What is the next evolution of Account Based Marketing? ABM has gained much traction in the past few years and marketers have developed the kinds of best practices around ABM to make it one of the fastest growing innovations in the B2B mix. But what's next? The business world has changed since the pandemic and B2B marketing has had to pivot, transform and evolve with a digital first focus. As Jon Miller, CMO at Demandbase (client) has said, "It's time for the next evolution in B2B go to market strategies. We can't keep doing the same things and expect different results." Customer expectations and preferences have changed as well - not just during the buying journey, but across the entire customer lifecycle. It is with those changes that we can see new opportunities in B2B marketing. So, what do those new opportunities look like? Imagine taking the best practices of ABM and applying them across the customer lifecycle to provide data informed marketing experiences for customers. That's where Account Based Experiences (ABX) comes in to play. Here's a bit more on ABX from Jon Miller: "In many ways, Account Based Experience (ABX) is the next generation of Account Based Marketing. ABX is a fundamental customer centric rethinking of an account based go-to-market. One that combines that cool engageability of inbound marketing with the precision targeting of account based marketing. By doing this, ABX enhances every aspect of the buyers experience throughout the B2B lifecycle. It's time for the next evolution in B2B go to market strategies. We can't keep doing the same things and expect different results. Fortunately, this new model, new processes and new technology driven by AI and big data have emerged to show there is a better way." Jon Miller  @jonmiller CMO at Demandbase To explore more about the topic of what's next in ABM here are what some of the top B2B marketing pros have to say about the intersection of ABM and B2B customer experience: "As audiences have become more savvy, diverse, and informed, executives want more than to be talked to – they want an experience that feels both personal and authentic.  When we tie in the relevant insights that a customer cares most about, we can create the most impactful, relevant and memorable experiences. There is a strong correlation between CX and repurchasing, so an investment in insight to create relevant and impactful CX across the lifecycle of a customer will not only help sales close larger deals faster, but data suggest it also helps drive the most significant increase in long-term loyalty, which results in future repurchasing. Research shows that a modest improvement in CX (of a typical $1 billion software company) is expected to add an additional $1 billion in revenue over three years. Remember, ABM is a marathon, not a sprint. Actionable insight coupled with world-class CX will drive your bottom line and keep you in the race." Gemma Davies  @gdavies2 Senior Director of Global ABM & CXO at ServiceNow "Questions about the potential of data-driven marketing, the importance of full lifecycle marketing, and the role of ABM in overall B2B strategy are nothing new; we’ve asked them for decades. And the core principles of ABM haven’t changed since the early 2000s: Use deep client insight to generate relevant, compelling, and personalized messaging, experiences, and solutions that drive shared strategic value. The context has obviously changed dramatically, though, since we’re now swimming (or drowning!) in data and have powerful new tools to help find the essential signals in extremely noisy environments. So the big challenge now is investing enough to harness the data in the right ways while maintaining enough focus on the creative personalization and collaboration that truly stand out. The search for the perfect blend of art and science continues!" Rob Leavitt  @robleavitt SVP Consulting at ITSMA "I think—or hope--ABM will prompt a shift in thinking from marketing motions to community-building. The promise of better data is to create that Netflix-like experience customers have come to expect and enjoy from services they subscribe to. But that’s the trick; in order for marketers to accord with GDPR, customers must opt in, and when they don’t, that Netflix-like experience eludes us. So we must offer them so much value that they elect to join a community. Community-building is quite a different enterprise from pushing content to marketable contacts, and the good news is that it benefits marketers and target audiences equally well." Stephanie Losee  @slosee Global Head of Content, ABM at Autodesk "With the growing demand for privacy and depreciation of third-party cookies by 2022, B2B marketers need to figure out new ways of managing behavior-based audiences and retargeting campaigns that do not rely on browser cookies. For example: Intent data using keywords and context will continue to gain importance in customer lifecycle marketing Publishers will have to start providing better targeting options for direct buys that could potentially get to account-level data. That is if they are able to collect that level of detail from their audiences IP-based targeting is probably the most accurate way of finding your target accounts. Unfortunately, with the growth of popularity of the remote workforce, this option too will become less reliable over time Advertisers will continue growing their own 1st party databases to be able to target them through all channels, including email, push notifications, social (where targeting by account is allowed), and beyond." Masha Finkelstein  @masha3003 Marketing Technology Innovation and Best Practices at Intuit "ABM marketers have always known that data is core to driving impact and customer engagement. As data and technology get better daily, marketers need to learn how to best apply data to enable insights. Marketers should first use data to build messaging that is centered on the customer and their pain points and is in their words. Then, they need to ensure sales is enabled with those key insights and messaging, to ensure consistency and alignment. Once that foundation is built, marketers can drive ABM programs to targeted audiences aligned with the right content offer, at the right time and in the right place. But without getting the messaging core right and alignment with sales first, it’s hard to drive a strong, meaningful customer experience where ABM succeeds…even with all the data in the world." Kerri Vogel  @kerrileevogel Vice President, Global Campaigns at Ellucian "ABM has defied the cynics to become established as mainstream B2B, with most B2B brands doing it, trialling it or at least considering it. But that means its becoming more competitive and harder to stand out and be effective, which in turn means you need to make your data work harder to deliver genuine insights to facilitate engaging experiences - throughout the customer journey and lifecycle. Brands ability to leverage data will define those who win and lose with ABM in 2021 and beyond." Joel Harrison  @joel_b2beditor Editor-in-chief at B2B Marketing "An accurate, complete set of company and contact records is essential to ABM success. When focusing on a limited universe of high-potential accounts, we need to know everything we can about our targets. At the account level, we need to understand their needs, how they buy, and who is involved in the purchase decision. At the contact level, we must learn their buying role, their job function and as much as we can about their interests and behaviors. The more accessible the data to marketers, the more effectively we can craft relevant, persuasive communications and generate business." Ruth Stevens  @RuthPStevens President at eMarketing Strategy "To do ABM well, you need to bend the sales odds in your favor. The best way to bend the odds is to utilize customer data you collect over time and deliver a seamless customer experience (CX). That is it! If you want to target your buyers successfully, you need to study them. Understand what they do on your website and your marketing channels, make an effort to anticipate their next move or their future intentions. Then, create a great CX to facilitate the purchase stage of your target accounts. I always tell my clients that you need to be a marketing detective if you want to maximize account-specific outreach. Again, use your data and customer experience to your advantage." Pam Didner  @PamDidner B2B Marketing Consultant at Pam Didner More than ever, the experiences businesses deliver to customers from high level awareness to purchasing to retention are essential for businesses to succeed. According to Demandbase, Account Based Experience (ABX) uses data and insights to orchestrate relevant, trusted marketing and sales actions throughout the B2B customer lifecycle. ABX is rooted in an intense focus on the customer experience at every stage of the buying cycle using intelligent insights to know when and how to engage and what to say to each account. To dig even deeper into the world of Account Based Experiences be sure to check out the new Clear and Concise Guide to ABX by Jon Miller, CMO at Demandbase. This book is a comprehensive treatment of the ABX discipline with insights on strategy, practical advice for best practices, operations, organization and measurement. If virtual events are more your style, then be sure to check out The ABXperience June 16th which will cover all things ABX including how to build trust with potential buyers, identify magic moments when customers are open to engaging, and orchestrate the perfect interactions. The post Is ABX the Next Evolution of B2B Marketing? appeared first on B2B Marketing Blog - TopRank®.
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B2B Better: Customers Vote For The Most Trusted Brands Apple, Amazon, Adobe, LinkedIn and Google garnered the top five spots among B2B professionals as the most trusted B2B brands, followed by Microsoft, FedEx, HubSpot, UPS, and American Express, according to recently-release survey data of interest to digital marketers. MediaPost How to Influence B2B Buyers' Purchasing Decisions [Survey] 71 percent of B2B buyers said that the top influence on their decision to purchase was when a salesperson leads a thorough discovery of their concerns, wants, and needs, followed by 68 percent who said showing what's possible or how to solve a problem had an significant influence on buying decisions, with the same percentage noting that a salesperson who listens to them affects their purchasing decision, according to newly-released survey data. MarketingProfs CX Decision-Makers Invest in Tech to Embed Customer Insights Throughout the Organization Making new technology investments, increasing customer experience (CX) budget, and building a formal CX measurement framework are the top steps being taken to utilize customer insights and feedback in organizations, recently-released report data of interest to online marketers shows. MarketingCharts Exclusive LinkedIn data shows marketers are in demand – especially in the digital realm Over the past six months LinkedIn (client) has had a 177 percent increase in the number of remote marketing job listings, with the most in-demand digital marketing skills being social media marketing, paid search strategy, followed by social media and search marketing, according to newly-released report data from Microsoft-owned LinkedIn. The Drum Magna Teams With Spotify: Finds Americans Suffer From 'Screen Fatigue,' Turn To Audio 42 percent of Americans who recently listened to digital audio or watched online video said that screen fatigue was the primary reason they turned to more digital audio content — one of several findings of interest to digital marketers in recently-released survey data. MediaPost YouTube Adds New Analytics Options To Provide More Context on Memberships, Revenue and More Google's YouTube has rolled out a slew of new measurement and analytics features, including some focused on helping creators and marketers get an improved look at channel membership gains and revenue impacts, the firm recently announced. Social Media Today Report: Social Video Generates 70% As Much Reach As Linear TV, Fills In Demo 'Gaps' From February 2020 through the same month in 2021 the time that U.S. consumers between 18 and 44 spent watching social video climbed by almost 50 percent, with over half of social video being consumed by those in the 18 to 34 demographic, newly-released survey data has shown. MediaPost SurveyMonkey Rebrands As Momentive To Fuel Its Growing Enterprise Business SurveyMonkey will change its name to Momentive in a shift aiming to grow the firm's B2B offerings in the customer insight market, while keeping its longstanding moniker for its self-serve business, the company recently announced. Forbes Study Finds Only 2% Of Marketing Execs Want A 'Full Return' To Office 68 percent of marketers said that they were doing their best work while remote during the pandemic, while just two percent said that they would like to see a complete return to working from their office — two of several statistics of interest to digital marketers in newly-released report data. MediaPost What Are B2B Marketers’ Most Critical Challenges Right Now? Identifying target audiences and accounts, cross-departmental collaboration, and reaching target audiences through digital channels are the top three struggles that B2B marketers said they are facing, according to recently-released survey data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at the “generational marketing ” by Marketoonist Tom Fishburne — Marketoonist Report: TikTok Now More Popular Than Instagram Among US Gen Z Consumers — MarketingCharts TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client) Do you have your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below. Thank you for taking the time to join us for the TopRank Marketing B2B marketing news, and please 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: Most Critical B2B Challenges, Marketers Are In Demand, YouTube’s New Analytics, & Social Video Reach Grows appeared first on B2B Marketing Blog - TopRank®.
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The HR Mailing List and CHRO Email List has helped many marketers to reach these executives as it guarantees maximum accuracy and deliverability rate.You can plan your marketing campaigns strategically to crack more deals, grow your business and increase your revenue.With our well segmented database you can directly communicate with your existing as well as potential customers and establishing B2B marketing relations with them.We are a leading and well established marketing database provider and our objective is to help marketers to successfully connect with their target audience, launch campaigns for brand building and for revenue generation.Get your HR Email List customized as per your business requirements that can enhance your global campaigns and help you attain desired revenues.Data Avail :-IT Directors Email ListCIO Email ListsCMO Mailing ListsCEO Mailing ListsCPA Email ListsHome inspectors Email ListsBankruptcy Mailing ListsContact:Span Global Services297, Kingsbury Grade Suite 100, Stateline, NV -89499 Phone:- 8778374884
In today’s competitive business world, the market has spread tremendously giving a lot of opportunities to the businesses for their brand reach and presence globally.Accurate and comprehensive Singapore C-Level Executives Email List becomes an effective B2B marketing strategy that gives Singapore market access over others.At Singapore Lists, our email lists of various industries across Singapore are updated daily and custom-built making it an opportunity in Databank for the compiling process as the list permits B2B business professionals to contact C-Level Executives, you can find more quality leads and increase your ROI.With the help of our highly effective database of c-level executives, you can run your online marketing, telemarketing, and direct marketing campaigns in Singapore successfully.Singapore C-Level Executives Mailing List provides you global reach to the renowned CEOs, CFOs, CMOs, COOs, and other key decision-makers of various companies in Singapore.With this database, you can now seamlessly connect with various industries such as Healthcare, Manufacturing, Education, Hospitality, IT, Retail, Real Estate, etc., with an assurance of high-quality data according to customer demand.
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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The evolution of B2B marketing has required companies to extend the transformations and pivots made during the pandemic to more permanent changes in marketing driven by evolving consumer preferences for information discovery, consumption and interaction. B2B marketing is evolved as a digital first practice and there's no going back. While most marketers understand it is simply not enough to rely on push marketing tactics and advertising, they still rely on these familiar and comfortable tactics. Today's business customers have more content choices in text, images, audio, video and interactive formats on more devices than ever. They expect more than just useful information from the brands they buy from. In reaction to many of these changes in technology and an increased demand for information, many businesses have resolved to creating more content; more information to feed the insatiable appetite of the search and social web. B2B marketers are responding to this need. Yearly research from Content Marketing Institute and MarketingProfs on Content Marketing consistently shows marketers are dedicated to using content in their marketing. Unfortunately, simply creating more digital first content isn’t the answer. Competition is fierce for customer time and attention, raising the bar on content from simply providing information to delivering meaningful experiences. To stand out, engage and inspire action, todays businesses must engage in smarter, customer focused content marketing. The shift from traditional digital marketing to a focus on integrated content experiences is requiring companies to rethink their approach. Making that transition requires an understanding some essential shifts: Information Overload According to a study from IBM, we’re creating 2.5 quintillion bytes daily— so much that 90% of the data in the world today has been created in the last two years alone. Competition for attention has increased exponentially as brands evolve their publishing efforts and consumers are increasingly empowered to publish themselves. Blogs, social media sharing sites and networks are powered by brand and user generated content, all competing for time and attention. Since most consumers are confronted by thousands of marketing messages every day, it’s essential that companies understand their customers and those who influence them. Using the right tools for everything from influencer discovery to topic optimization, brands can embark on a continuous effort to improve the performance of their content investment. Data analysis and optimization tools will surface knowledge of specific customer segments and their pain points, goals and those who influence them. Armed with such insight, marketers will be better prepared to craft meaningful content marketing experiences to exceed customer expectations and pass the competition. Businesses must think beyond the mechanical and transition to a more meaningful approach to PR, search, social media and content marketing. Disruption or Evolution? Traditional publishing models have been significantly affected by these changes in technology and consumer information preferences. Print based publications are on the decline, newsroom resources and staff are shrinking and the roles of brand publishers and traditional media publishers are exchanging. Driven by the Customer Journey The diversity of information options and access through myriad devices empowers consumers with more decision making power before they ever act on an intent to purchase. The customer journey from awareness to consideration to purchase weaves it’s way through channels like search, news and social media in a dynamic path that is rarely linear and increasingly numb to push messaging. Those companies that can attract and engage consumers earlier in the journey can establish a stronger brand connection and influence sales, despite a greater diversity of content and rising competition. Architecting a content marketing plan across the customer buying cycle will enable marketers to plan content topics meaningful to each stage: awareness, interest, consideration, purchase, retention and advocacy. Content discovery, consumption and action at each stage can then be planned to optimize the customer experience. Great content isn’t great until it’s discovered, consumed and acted on. Re-thinking a content marketing strategy and it’s integration with search, social media and PR requires a solid definition of content marketing: Content marketing is the planned creation, promotion and optimization of brand stories designed to create useful and meaningful experiences that attract, engage and inspire a target group of customers from awareness to purchase to advocacy. With that definition, marketers can build a content marketing strategy that draws from both consumer insights and brand goals to create great content that is optimized for discovery, engagement and conversion towards business goals Next steps and key questions: What business goals could be solved by more useful and meaningful content? Who are the target audiences your business needs to connect with? What do they care about? What are their goals? Develop an editorial calendar that takes into account how each target customer segment discovers, consumes and acts on information needed during their buying cycle Build search, social media and media optimization best practices into your content planning and promotion efforts. Continuously analyze key performance indicators and business outcomes to optimize the performance of your content marketing investment The post Optimize for B2B Customers with Digital First Content Marketing appeared first on B2B Marketing Blog - TopRank®.
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What is a Business Mailing List?A Business Email Lists is a B2B marketing list that includes contact information for key decision-makers at other businesses, allowing you to instantly connect with them, start selling and expand your business.Are you looking for reputable Business Email Lists with higher conversion rates?Look no further, AverickMedia customized b2b email lists may help you boost your customer outreach and subscribers.AverickMedia's extensive Business email lists enable you to target the appropriate buyers - those who are most interested in purchasing your product or service.From small to medium-sized businesses to huge big businesses, their business email lists have assisted thousands of customers in generating excellent sales leads and increasing revenues.More data sources mean greater coverage and accuracyFrom small, one-person businesses to big Fortune 500 companies, the B2B leads you to purchase from their direct marketing database are comprehensive and accurate, ensuring the success of your marketing campaign.This business database contains over 25 million businesses and 75 million executives, compiled from various data such as telephone directories, government filings, annual reports, press releases, and business directories.Targeting your sales leadsCombine your targeting criteria, or "selects," to narrow your target market and identify the top B2B sales leads from their business email list database.They make it simple by providing a wide choice of options, including:Employee SizeFortune 500Geographic AreaFemale OwnedFortune RankHome Based BusinessMany More… They understand that it is simple to obtain email lists, however, they did not believe that all email lists are accurate and valid.They methodically collect company data from a wide variety of sources and carefully review all of their Business Email Contacts to ensure that they are correct, up to date, and genuine.It's an expensive endeavor, but it’s well worth it merely to get the greatest Business Email Lists on the market.They will not only provide you with the greatest business mailing lists, but they will also assist you to search and sort emails based on industry, area, sales volume, and other demographic variables.Effectively, you'll have access to critical business data, allowing you to make rapid and decisive decisions about the path of your B2B marketing strategy.
B2B marketing KPIs should be measured to understand how effective your B2B strategies are, and what needs change.Keep an eye on your B2B marketing metrics to ensure your marketing efforts are in line with your business targets.KPIs or Key Performance Indicators are measurable and evaluated data compared to a specific target or goal.Some online B2B marketing KPIs include website traffic, landing page testing, and conversion rate, to name a few.These measures can help businesses in making data-driven decisions and boost performance.Why B2B Marketing KPIs Matter?Tracking B2B marketing KPIs is key to thrive in any business, especially in today’s competitive world.Here are some noteworthy statistics: 74% of companies didn’t measure their digital marketing metrics.They were the same portion of companies that couldn’t exceed their revenue goals.
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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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What are leads?If any entity or a person is interested in your products and services is lead for you.Different people have different choices, so everyone is not lead for you.“You are out of business if you don’t have a prospect.” – Zig ZiglerWhat is B2B Lead Generation?Lead generation is the process of converting leads into prospective customers.Generating leads is a tough job for companies that where the B2B marketing service companies came from, they have a team of experts for finding and targeting customers.But as a B2B marketer, you feed the top of their funnel.”- Doug KesslerHow lead generation is going to change business strategiesNow how lead generation is changing the business strategies, people are using modern marketing strategies to reach out to their customers because It is the first two journeys of the buyer's journey.Here we find the right keywords for your business and grab attention from potential customers.They hold data related to the IT sector to make sure to fill your needs.
b2b commerce salesforceThe ultimate goal of every element and functionality of any e-commerce portal should be to create a user experience that results in engagement, conversion, and retention.The more facilities the platform natively provides, the less the user has to depend on external solutions to get the job done.But the platform should definitely allow third-party integration so that the user can create the perfect solution that mirrors their vision.B2B e-commerce software should provide features for the following in the least:ResponsivenessComponent placementGraphics and text designNavigation elementsData-based design recommendationsTesting capabilitiesIt should also allow the user to make quick changes without needing a burdensome development cycle for quick scaling.The Salesforce Commerce Cloud platform has a user-friendly Page Designer for this purpose that eliminates the need to write complex code to create your page.By quickly syncing data across systems, including the Service Cloud, Salesforce helps you leverage all relevant data at any required interaction channel to build excellent customer loyalty and relationships.sign into salesforceThe best e-commerce platform for B2B marketing will include:Action-based personalization of campaignsData-based campaign creationFollow-up features for abandoned cartsAccount-based discounts and offersAccess-based information dispensationPersonalized content provisionBy syncing with the Marketing Cloud, Salesforce allows you to tailor the perfect ecosystem for your clients to view and understand your offerings for better buying decisions.
The post Break Free B2B Marketing: Keith Townsend of The CTO Advisor on Bringing Value Through Friction appeared first on B2B Marketing Blog - TopRank®.
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Market HighlightsThe need for marketing is rising, to generate leads and increase the sales of any product.Alongside, the increase in the need for analytics solutions in for operations, such as planning, budgeting, tracking project tracking, and others.As per MRFR study, the marketing cloud platform market is expected to expand at a high pace sand touch a lucrative valuation by 2023.Marketing Cloud Platform Market enjoys significant applications, ranging from personalization builder, developing analytics, to the marketing of cloud content.The process of data addition and access is speculated to be equally simpler and smoother, irrespective of industry.Marketing Cloud platform market provides every reason to witness noteworthy growth in an era of digitization.The B2B Cloud segment is expected gain high traction for the global market.The B2B marketing cloud platform offers advertising, sales, marketing, and analytics services and solutions with greater efficacy.
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What’s new with Twitter for B2B marketers in 2021? With more than 199 million active daily users and available in over 40 languages, Twitter has continued its growth as a platform for both B2B and direct-to-consumer brands looking to creatively showcase products and services. It’s also increasingly used to tell brand stories and as a customer communication tool. When it comes to new feature launches, Twitter has ramped up its pace, helping it make significant gains as a social media platform not just for consumers, but also for a greater number of professional business users than ever. Let’s take a look at seven of Twitter’s most recent feature roll-outs, changes, and announcements of forthcoming offerings, with an eye towards how B2B marketers can use Twitter in new ways . 1 — Super Followers For B2B Brands Twitter recently began testing more visible integration of its forthcoming “super followers” feature — which will allow brands and creators to offer subscription-only bonus content on the platform — with a new super follower count that is likely to appear alongside the traditional standard account follower numbers. Brands will likely be able to provide subscriber super followers with exclusive content in the form of: Tweets that only super followers can view Fleets — 24-hour tweets that then disappear — exclusively for subscribers Spaces — Clubhouse-like voice conversations — offered to premium subscribers Subject matter experts (SMEs) and B2B influencers alike could also look to super followers as a way to provide exclusive perks to their followers. SMEs could also become super followers of the brands they co-create content with or otherwise support, which would likely bring with it a visual super follower support profile badge, helping to lend an additional degree of authority to brand and influencer collaborations and how they use Twitter to tell stories together. 2 — Brand Profile Verification Process Reopens & Is Paused For the first time since November, 2017 Twitter recently began allowing users to apply for verified profile status and get a blue check-mark — a status mark that only less than one percent of its user accounts presently possess. The response, however, proved to be overwhelming, causing Twitter to temporarily pause profile verification requests after just over a week. As the new option began rolling out recently, a verification application option had appeared within Twitter user’s account settings — an option that is now on hold as Twitter re-groups and considers new plans to re-open the process. Twitter has noted that the verification pause is temporary, and has stated that it plans to soon re-open requests from brands and the public. A blue check-mark is only one element to consider when seeking to build brand trust, and Twitter will need to tread lightly as it resumes its verification process, so as to avoid over-approving the mark, or making it too difficult to qualify for. 3 — Will Greater Reaction Choices Help B2B Marketers? Twitter doesn’t currently have the wide range of single-click reactions to content published on the platform in the way that Facebook, Instagram, or even LinkedIn now offer. That may be changing, however, as certain Twitter feature researchers and observers have noted recent tests which could see a range of new reaction options arrive for users, such as expressions of cheers, joy, and sadness. Such reactions could help brands more effectively learn how their audiences are interacting with the content they tweet on the platform, beyond the currently available simple metric of “likes.” How Twitter rolls new reaction options into its mix remains to be seen, and one option would be to include additional reactions in a subscription version of Twitter, code-named Twitter Blue among some industry observers. 4 — Can Twitter’s Blue Subscription Service Entice B2B Customers A Twitter Blue subscription offering has been viewed by some Twitter observers as likely to contain an array of potentially enticing new features, possibly including: The ability to undo a tweet for a period of time after it’s been posted An improved TweetDeck Twitter interface for power users seeking to keep tabs on multiple brands or topics in real-time Custom subscriber-only color theme options Twitter may have its work cut out for itself should it follow through with a premium subscription offering, and B2B brands will be especially keen on finding out which exclusive features a Twitter Blue can offer them. 5 — Twitter’s Brand Strategy: From Chaotic To Stoic Twitter has traditionally taken a slower-moving route to making large changes to a smooth system that many see as working well due to its simplicity, however as we noted earlier, the number of new features and future change tests have increased, especially over the past several years. It’s upped its acquisition game lately as well, with additions such as Scroll and its media subscription options, and newsletter-centric Revue, among others. Diversifying Twitter stems from the firm looking to offer variety when it comes to communication on the platform, and an expanded version of Spaces may be key in those forthcoming efforts. These and other efforts are aimed at attracting more brands to Twitter, and allowing them to offer more interactive and complete campaigns. Top reasons brands that haven’t already taken to Twitter should do so, according to David Wilding, head of planning at Twitter UK, include better connection and launch opportunities. “It’s simple, there are two reasons; one is to launch something new, and the other is to connect with what’s happening,” Wilding recently noted. Advertising opportunities on Twitter — especially video ads — include several that take over the first promoted ad spot displayed on a user’s timeline, along with others targeting Twitter trends feature. 6 — Twitter Content May Shift Towards More Group-Like Communities Twitter has tested a communities feature that would allow brands to share content to specific groups of their followers — a shift away from Twitter’s traditional publishing method that is usually sent to all followers. Twitter Communities would allow brands to target sub-groups of their Twitter followers, a particularly attractive proposition for large B2B brands with hundreds of thousands or even millions of followers. We profiled several top B2B brands using Twitter to its fullest, in "5 Top B2B Brands Delivering Exemplary Twitter Engagement." Twitter’s recently-launched tip jar feature — which allows users to monetarily support the Twitter accounts they follow, is another change the firm has implemented in efforts to increase the amount of time users spend on the platform, by providing a service that previously was often conducted outside of the Twitter environment. 7 — Twitter Business Profiles Could Help B2B Brands Twitter has also made efforts to offer dedicated business profiles on its platform, testing additional B2B-friendly features such as more business details and service information. When finalized, brands will likely have a slew of new business profile options to take advantage of, such as: Lengthier brand biography and about information Location and map data Location hours Larger, uncropped photos Additional product or service links In the meantime, successful B2B brands keep their Twitter profiles current and utilize those features already in place, such as Twitter lists, which we've explored in, "Why Twitter Lists Are Still a Great Tool for B2B Marketers." B2B Brands Find Success Targeting Twitter via GIPHY All of these changes and possible future additions represent Twitter’s continuing efforts to increase brand engagement possibilities on the platform, and to keep users coming back for more. These changes also represent Twitter's push to offer more choices for both brands and users to communicate on the platform. These are only several of the numerous changes Twitter has been testing, however we hope that looking at these seven has provided you new ideas for your own B2B marketing efforts on Twitter. Looking for award-winning help with brand Twitter strategy and much more? Contact us today and find out why top brands from LinkedIn and Dell to SAP and Oracle have chosen TopRank Marketing to create award-winning B2B marketing. The post On-Target: What’s New With Twitter For B2B Marketers In 2021 appeared first on B2B Marketing Blog - TopRank®.
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Market HighlightsThe need for marketing is rising, to generate leads and increase the sales of any product.Alongside, the increase in the need for analytics solutions in for operations, such as planning, budgeting, tracking project tracking, and others.As per MRFR study, the marketing cloud platform market is expected to expand at a high pace sand touch a lucrative valuation by 2023.Marketing Cloud Platform Market enjoys significant applications, ranging from personalization builder, developing analytics, to the marketing of cloud content.The process of data addition and access is speculated to be equally simpler and smoother, irrespective of industry.Marketing Cloud platform market provides every reason to witness noteworthy growth in an era of digitization.The B2B Cloud segment is expected gain high traction for the global market.The B2B marketing cloud platform offers advertising, sales, marketing, and analytics services and solutions with greater efficacy.
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I’m going to knock on wood as I type this, but: It looks like we might have a (mostly) normal summer this year in the U.S. After the lockdowns, isolation, anxiety and fear of 2020, it finally feels like things are opening up. This is all great for everything except getting people to read your marketing content. In 2020 we had a captive audience starved for entertainment. Now we’ll be competing with everything from music festivals to movies to walking in the park. The way to break through and have a “hot brand summer?” First, don’t use phrases like “hot brand summer,” because you’ll just make people hate you. Second, it’s all about customer engagement. That means connecting with people on a personal level, offering something novel and fascinating, and using that contact to build a meaningful relationship. No sweat, right? According to a recent survey, though, 54% of brands have trouble connecting with customers on an emotional level. And only 22% say they excel when it comes to customer experience!  How can B2B marketers make their content more engaging? Here are a few tips. 1 — Go Live Uncensored. Interactive. Up close and personal. There’s nothing quite like a live stream to break free from safe and boring content. There’s a reason every social media site, from Instagram to LinkedIn, is doing live streams. Granted, going live is not without its risks. If you’re concerned about potential slip-ups or off-message chatter, you can always practice ahead of time. Live doesn’t have to mean “completely improvised and unscripted.”  A few more tips for going live: Consider hiring a host to help keep the conversation flowing Have someone behind the scenes to watch the comment thread and engage the audience Use a tool like restream for multi-platform streaming Prime the pump for audience questions by having employees in the audience with pre-written questions.  Make sure to record the stream for repurposing later    2 — Take People Behind the Scenes “Authenticity” is one of those marketing buzzwords that makes an easy thing seem difficult. People like brands that are “authentic?” No, people like to know there are actual people of good will at work behind the brand’s messaging. That’s all authenticity means: Real people saying true things. Let your employees be brand ambassadors on social media. Go behind the scenes to meet the folks who make your brand’s magic happen. Highlight employee stories, even if they aren’t directly related to the brand. For example, if an employee is an Eagle Scout who now runs their own scouting troop, that’s a heartwarming and engaging story that subtly shows off your brand values. In short, when you’re going behind the scenes, look to celebrate your people and even your customers. 3 — Try Interactive Content None of us would use a cellphone from the late 90s today. So why are we still so enamored of a content format that hasn’t changed in the past 30 years? That old standby, the static PDF, has lost a lot of its power to persuade.  Our agency has been seeing better results with interactive, animated assets. For example, this one from client Mitel brings our stats and influencer contributions to life. Tools like Ceros make developing an interactive asset almost as easy as a static one. You don’t have to create an entire immersive VR experience to snag people’s attention, either — just a few touches of animation, interactivity and sound can go a long way. 4 — Explore Social-First Content We all know how the blog to social media pipeline works: You publish a blog, link to it on your social media, and hope people click that link. If they don’t click through, it’s a lose-lose situation. Neither your brand nor your audience is getting any utility out of the content. One way to change the equation is through social-first content: That is, content designed to be consumed right there in the social media feed. For B2B marketers, LinkedIn is the right destination for social-first content.  For example, consider slicing a blog post into 150-200 word segments and posting it on LinkedIn, with a hashtag to make it easy to find all the installments. Ask a question at the end of each segment that’s designed to elicit discussion, then participate in that conversation as long as it goes. Ultimately, social-first content can help grow your brand’s social media presence and deepen relationships with your audience. And you can still collect the content and publish it as a blog later, too! 5 — Collaborate with Influencers As you may have noticed, TopRank Marketing is pretty sold on influencer marketing. There’s one simple reason: When you do it right, it gets results. Every time. Everything from a social media post to a blog post to a 5,000 word interactive asset is better with influencer contributions.  We co-create content with influencers for many reasons, including: Increased organic amplification of the content More diverse and informative content Reaching new audiences Developing relationships with influential experts Over time, you can build up a community of influencers to co-create content that benefits them, your brand, and your audience. 6 — Measure Engagement Metrics One key element for increasing engagement is to … well … measure it. If you’re still looking at overall blog traffic or bounce rates to define your content success, you need to recalibrate your metrics to include engagement signifiers like: Comments on social media posts Reshares on social posts New social media followers Scroll depth on interactive assets Time on page for long-form blog posts Break Out of Your Comfort Zone Ready to have a hot brand summer (sorry)? It’s as simple and as complex as doing things that you haven’t done before. It’s pushing your brand away from the staid and static old-school B2B mindset and putting out content that people want to interact with, comment on, and share.  Need more proof? Here’s how interactive content for our client Prophix led to a 642% increase in engagement. The post 6 B2B Content Marketing Summertime Sizzlers To Increase Audience Engagement appeared first on B2B Marketing Blog - TopRank®.
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