There's no doubt account-based marketing for large enterprises is invaluable. If it's used strategically, it can benefit an entire organization from the top down.
The post B2B Marketing News: Optimizing CX Study, AI Disrupts B2B Sales, B2B Influencer Marketing on the Rise appeared first on B2B Marketing Blog - TopRank®.
“Look, I made this!”
Sharing things we create is a human compulsion that traces back to childhood. Whether you’re showing your mom a drawing so she can pin it up on the fridge, or linking social media followers to your latest blog post, it’s natural for people of all ages to proudly broadcast their creative output.
Therein lies the power of co-creation for content amplification. "If you want your content reach to be great, ask your community to participate."
Let’s explore this approach to content collaboration from a B2B marketing perspective.
Why Co-create Content for B2B Marketing?
There are many benefits to collaborative content creation. TopRank Marketing CEO Lee Odden covered several in his writeup last year on winning at B2B influence with the magic of content co-creation. Among them:
Incorporating the first-hand viewpoints of experts infuses greater authority and credibility to your content.
Featuring various outside voices makes your content more relatable and accessible to varied audiences.
Relevant influencers can inspire action and foster trust in unique ways.
These qualities all trace back to a core fundamental advantage of co-creation: it generates better and more resonant content. And that contributes heavily to the more easily-observable benefit we’ll focus on today: co-created content drives greater reach and engagement without needing to rely on paid boosting.
The influencer marketing campaign we partnered with monday.com to develop serves as a prime example. With a diverse team of influencers helping shape the content and sharing it out to their respective networks, the company surpassed its goal for social reach by an astounding 1,790%, driving more than 300,000 organic impressions on social media.
Maximizing Reach & Engagement with B2B Content Co-creation
Of course, content collaborations are not as simple as pushing a button. Taking the right strategic steps before, during, and after your B2B content co-creation initiative will make a vast difference in reach and engagement.
Make the Content Great
There are many tactics and techniques that can be activated to increase reach and engagement, but none are more important than simply creating awesome content that people are genuinely compelled to share.
Instead of asking “How can co-creation partners maximize the reach of this content?” start by asking “How can co-creation partners make this content incredible?” Tap their prime area of passion and expertise so that their distinct strengths are fully reflected.
Get Influencers and Co-creators Invested
If the extent of your co-creation approach is adding someone’s generic and extraneous insight on top of your completed content, solely for the purpose of shoehorning an influencer into the mix, those partners are not likely to feel the level of ownership that inspires them to enthusiastically share and amplify.
Two specific pointers to drive greater investment from influencers:
Invite them to take part in the planning and shaping of the content, rather than asking for an add-on quote at the very end.
Avoid the urge to push for product-focused or promotional contributions — people will be more motivated to share content if they feel it advances their reputation as a thought leader, as opposed to shilling a solution. (And audiences will find the content far more authentic.)
Make It Easy (and Valuable) to Share
Consider drafting social messages on behalf of your co-creators to make the process of amplifying as simple and effortless as possible for them. The key nuance here is to know these partners well enough to be able to create social copy that matches their voice, and to center your message on the content’s value to their audience, rather than its value to your company.
For example, if your influencer is Wile E. Coyote, you’ll get better results with the framing, “I recently shared my thoughts on what’s next in the future of trapping technology and desert ecology,” compared to “I joined a podcast to talk about why Acme brand products are great for dealing with pesky roadrunners.” Meep meep.
Involve Influencers that Bring Authority and Credibility by Proxy
One of the underrated motivators for influencers and co-creators to share content is what I like to call “authority by association.” In part this can stem from the brand itself — if you’ve built a respected and buzzworthy reputation, people in your industry will see value in having their names attached to your content — but also from the other co-creators.
Wile E. Coyote will be more inclined to share content he’s involved in if Bugs Bunny and Daffy Duck also contributed. (Maybe not the Road Runner.) Or, to tie things back to real life, there’s the aforementioned monday.com campaign. Our roster of influencers included recognizable big names from the creative world, as well as up-and-comers who were extremely enthused to have their insights appear alongside the likes of Ann Handley and Minda Harts.
As a more personal example, a few years ago I was invited to write the Minnesota Twins chapter in the Baseball Prospectus 2018 annual. And while I was moved to promote the book in large part because it featured my writing and because Baseball Prospectus is a giant name in the realm of baseball media, I was extra-excited to spread the word because Nick Offerman (aka Ron Swanson) wrote the Cubs chapter. How cool is that?!
Plan for Continued, Ongoing Promotion
Given how much effort, time, and resources are often poured into large-scale content projects, it always astounds me how frequently the promotion plan basically entails sharing out a few links when the content goes live, and little else. Brands leave so much reach and utility on the table when they fall victim to Invisible Content Syndrome.
Think about ways you can extend the lifecycle of your content promotion and keep co-creators engaged for weeks rather than days. A few suggestions:
Make timely updates to the content over time, giving influencers a prompt to re-share and highlight new value for their audience.
Repurpose the content so they can share their portions in different ways (video, quote snippets, customized visuals, etc.) while linking back to the larger piece or asset, and space them out.
Keep tagging co-creators on social media whenever you’re promoting the content, so it stays on their radar long after launch.
Stay committed to mutual value. Continue to invest in your relationships with these influencers and co-creators, and promote their work on your own feeds when relevant to your audience.
Fuel Your B2B Marketing Reach with Influencer Co-creation
Our famous friend Jay Baer has famously stated that “content is fire, and social media is gasoline.” It’s a great way to describe the role that each plays in a marketing strategy, and I think it can easily be applied to co-creation as well. Selecting the right strategic partners to develop awesome content will start the fire, and taking smart steps to encourage promotion and sharing will help those flames rise high enough to be seen from miles around.
Ready to get cooking? Learn more about how TopRank Marketing approaches influencer marketing and how we can help you.
The post How to Accelerate Reach and Engagement of B2B Content Through Co-Creation appeared first on B2B Marketing Blog - TopRank®.
The global cloud gaming market size is predicted to reach USD 56.57 billion by 2027, exhibiting a CAGR of 15.7%.The increasing adoption of online games will have a positive impact on the cloud gaming market value in the forthcoming years.The focus of game developers for the launch of high-end graphics games based on cloud services will boost the cloud gaming market revenue during the forecast period.In addition, the integration of Augmented (AR) and Virtual Reality (VR) Technology and emphasis on next-generation networks such as 5G products and services will bolster healthy growth of the market in the foreseeable future.According to the report, published by Fortune Business Insights, titled “Global Cloud Gaming Market Size, Share & Industry Analysis, By Device (Smartphone, Laptop/Tablets, Personal Computer (PC), Smart TV and Consoles), By Streaming Type (File Streaming and Video Streaming), By End-Users (Business to Business (B2B) and Business to Consumers (B2C)), and Regional Forecast, 2020-2027” the market size stood at USD 12.53 billion in 2018.It shares a comprehensive summary of all the segments and regions.It provides statistical data on all the recent developments in the market.
Increasing usage of DXPs in BFSI and IT sector is a driving factor for the market growth.The advancement in the content management software and combination with various technologies like IoT, virtual reality, enhanced graphics is helping enterprises to offer lively experience to customers, sectors such as BFSI has implied DXPs in order to give personalised banking experiences to its customers via its official application, portals and websites, which has made banking easier.This Digital Experience Platform Market report provides details of market share, new developments, and product pipeline analysis, impact of domestic and localised market players, analyses opportunities in terms of emerging revenue pockets, changes in market regulations, product approvals, strategic decisions, product launches, geographic expansions, and technological innovations in the market.Also, presence and availability of global brands and their challenges faced due to large or scarce competition from local and domestic brands, impact of sales channels are considered while providing forecast analysis of the country data.Know more about this report https://www.databridgemarketresearch.com/reports/europe-digital-experience-platform-marketEurope Digital Experience Platform Market Scope and Market SizeEurope digital experience platform market is segmented on the basis of component, deployment model, organization size, application and vertical.The growth among segments helps you analyse niche pockets of growth and strategies to approach the market and determine your core application areas and the difference in your target markets.· On the basis of component, the market is segmented into platform and services.In 2020, large enterprise segment dominates the organization size segment considering the trend and costs of DXPs which are affordable for large organizations.· On the basis of application, the market is segmented into business to customer, business to business and others.Details included are company overview, company financials, revenue generated, market potential, investment in research and development, new market initiatives, European presence, production sites and facilities, company strengths and weaknesses, product launch, product trials pipelines, product approvals, patents, product width and breadth, application dominance, technology lifeline curve.The above data points provided are only related to the companies’ focus related to digital experience platform market.The major players covered in the Europe digital experience platform market report are Adobe, Oracle, Sitecore, Acquia, Inc., Episerver, SAP SE, HCL Technologies Limited, Salesforce.com, Inc., Open Text Corporation, Squiz, Bloomreach Inc., Liferay Inc., SDL plc., Wipro Limited, Accenture, Infosys Limited, censhare AG, Kentico Software, Crownpeak Technology, Inc., Jahia Solutions Group SA among other domestic players.
Lead generation is the lifeblood of any business, but it's no easy feat. As a tech marketing leader, how exactly can you attract quality leads?
Ecommerce gives the meaning to the transactions performed through the help of the internet.Every time people and the companies are Purchasing or selling products and all the services through the help of online and they’re engaging in e-commerce.Firstly, e-commerce is divided into three types according to the products which they sell and products which are Stores that sell physical goods, service-based e-tailers, and digital products.Secondly, there are 7 types of e-commerce according to the parties involved which are Business to consumer and Business to business and the Consumer to business, Consumer to consumer.With the help of the shopping carts and e-commerce platforms and retailers started building online stores where they can sell their products and services.Having an online website is one of the simplest ways in e-commerce.
Chicago-based CloudCraze is a B2B digital commerce platform built on Salesforce’s Force.com platform.In the same report, Salesforce’s Commerce Cloud was noted for its “limited B2B capability,” specifically in areas like supporting “complex product and organizational hierarchies, role-based purchasing, contract, and purchase-order-based purchasing and workflows.” Gartner recommended that “companies with robust B2B requirements should evaluate other (non-Salesforce) commerce platforms with broader functionality” and that “Salesforce customers evaluate the solutions available on Force.com.” Why CloudCraze?That is because of the fundamentally different space than the B2C space, which Commerce Cloud (formerly Demandware) occupies; to start, there are customer-specific catalogs and pricing, a wide array of relationships on the both buy and sell sides, and you’re operating across a multitude of complicated and sometimes conflicting channels.Global business-to-business e-commerce sales are anticipated to exceed $6.6 trillion by 2020, surpassing B2C, which will be valued at $3.2 trillion.On-target personal interactions that integrate value to the customer ultimately translate to customer retention, increased lifetime value, and advocacy — which all have an impact on top-line revenue.This will continue to be a big focus now that CloudCraze is part of Salesforce, Grady confirms.
What does authenticity bring to the table for B2B marketers looking to create better customer experiences?
Authenticity is a vital factor when it comes to making B2B marketing that’s top-notch, with the inherent trust it builds powering campaigns that stand apart from the common crowd.
Here are 5 vibrant takes on the potent power authenticity holds in the best B2B marketing, from some of the top innovators in marketing and beyond, to help inspire your marketing today and to prepare for the eventually post-pandemic business landscape.
Take #1 — Authenticity Embraces Humanity
For Alicia Tillman, executive vice president and global chief marketing officer at SAP*, building a community of brand advocates requires not only authenticity but accountability.
“Authenticity and accountability are needed to make a long-lasting impression and build a community of advocates,” Tillman has noted. “Embrace your brand’s humanity by creation authentic experiences. Your customers will thank you,” she added.
[bctt tweet="“Embrace your brand’s humanity by creation authentic experiences. Your customers will thank you.” — Alicia Tillman @aliciatillman" username="toprank"]
Take #2 — Authenticity Requires Rolling Up Your Sleeves
For Eric Austin, senior director of global brand building and media innovation at P&G, authenticity requires brands to establish “street cred,” do their homework, and roll up their sleeves — an approach that holds just as true for B2B efforts as those applied in B2C.
“Consumers are very savvy these days,” Austin recently told Marketing Dive. “They really can see through things that are not authentic, and that's where brands tend to get into trouble: when they don't have the right insight. They have not done the roll-up-the-sleeve work in the community before they start to go big and broad,” Austin added.
[bctt tweet="“Consumers are very savvy these days. They really can see through things that are not authentic, and that’s where brands tend to get into trouble: when they don’t have the right insight” @eaustin892" username="toprank"]
Take #3 — Authenticity Enhances Brand Storytelling
Authenticity can also enhance brand storytelling, as Konstanze Alex, head of global digital storytelling at Cisco, has shared.
“Co-creating content with influential industry experts is one way for brands to unlock powerful, authentic storytelling that results in valuable brand experiences for customers,” Alex has noted.
Alex is one of the marketing leaders in our list of "50 Influential Women in B2B Marketing Who Rocked in 2020," and "32 Top Social Media Marketing Influencers To Follow."
[bctt tweet="“Co-creating content with influential industry experts is one way for brands to unlock powerful, authentic storytelling that results in valuable brand experiences for customers.” @Konstanze" username="toprank"]
Take #4 — Authenticity isn’t Easy
There are dangers lurking when brands try to force an air of authenticity when none or very little is actually present, a challenge that Sky Cassidy, CEO of MountainTop Data, recently observed.
“A lot of people take on a mission purely for marketing reasons and it’s not real because it’s not authentic,” Cassidy has noted.
“Purpose-driven marketing can be tough because you don’t have much traction at first. Hopefully, eventually, it gains momentum and then eventually you have this massive force that is doing good, it’s part of your company culture and is an overall plus to the company,” Cassidy added.
[bctt tweet="“A lot of people take on a mission purely for marketing reasons and it’s not real because it’s not authentic.” — Sky Cassidy @mountaintopdata" username="toprank"]
Take #5 — Authenticity is Diverse
To Carla Zakhem-Hassan, chief marketing officer at Citi and also one of our 50 Influential Women in B2B Marketing, authenticity is both inclusive and diverse.
“Now more than ever, it's so important to be authentic to who we are,” Zakhem-Hassan said. “I'm a proud female Arab immigrant and I'm grateful to be able to lead with my culture defining who I am,” she added in a recent International Women's Day tweet about an insightful Our Voices Our Hopes interview, “Being ‘Authentic’ Means Being Empowered to Lead, Citi’s Carla Zakhem-Hassan.”
[bctt tweet="“Now more than ever, it’s so important to be authentic to who we are. I’m a proud female Arab immigrant and I’m grateful to be able to lead with my culture defining who I am.” — Carla Hassan @chassan" username="toprank"]
Authenticity Adds New Marketing Dimensions
Even an already fine marketing strategy can benefit by adding ample content that cuts to the heart of authenticity.
Using the keen insight we’ve shared here from Alicia, Eric, Konstanze, Sky, and Carla, you’ll be better able to create B2B marketing efforts that will take you to new heights in the push forward to 2022.
Here are three addition resources we've published for looking even more closely at the important role of authenticity in marketing:
Authenticity and Great B2B Content Marketing Go Hand In Hand
Inside Influence 12: Paul Dobson from Citrix on The Secret Sauce of B2B Influence: Authenticity
Evolve or Die: The Role of Purpose & Authenticity in Marketing
Contact us today to find out why brands from LinkedIn and Adobe to IBM, Dell, Cherwell Software, monday.com and more have chosen TopRank Marketing, and also check out our careers page.
* SAP is a TopRank Marketing client.
The post The Real Thing: 5 Ways Authenticity Inspires Vibrant B2B Marketing appeared first on B2B Marketing Blog - TopRank®.
ProSpark has raised a total of over US$1 million since inception and plans to expand into Vietnam in the future.
In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the web each week. We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below. How to A/B Test Your Pricing (And Why … Continued
The post B2B Reads: Reaching C-Suite Audiences, Messy Situations, and AI-guided Selling appeared first on Heinz Marketing.
The post B2B Marketing News: B2B Brand Affinity, What B2B Website Visitors Want, Twitter Gets Bigger Images, & Business Video Benchmarks appeared first on B2B Marketing Blog - TopRank®.
Get inspired by Terminus’s twist on virtual event marketing, TeamUp’s pivot from the traditional business anniversary celebration, and the findings of Managing Editor’s 2021 report on content marketing careers. Continue reading →
The post Your Content Inspiration of the Week: The Brash, a Bash, and Your Cash appeared first on Content Marketing Institute.
Lapasar aims to be the largest wholesale platform in the country by 2025 and generate over US$485 million in revenue.
When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like?
Our third season of Break Free B2B Marketing video interviews feature conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their industry.
For more than a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in many industries.
Running a successful business is the art of juggling a thousand different things in a thousand different ways. It can be challenging to know which of these things to truly focus on and which balls are okay to drop for the sake of company growth. With so many new technologies at the forefront: cloud, machine learning, IoT, big data, virtualization, cybersecurity, and dozens of others - how do you know where to focus? How do you know which business best practices are the right one for your company vs. others?
There’s no catch-all answer to these questions, but there are industry experts who are more capable of answering them than anyone else. One of those experts is Dez Blanchfield. Dez has been in the business of digital transformation for over 25 years and has learned a lot from his robust experience working with IT leaders, solving complex problems, and running his own successful digital social agency, Sociaall Inc.
He’s here today in the latest episode of TopRank’s Break Free B2B marketing video series to share some of his invaluable insight.
Break Free B2B Interview with Dez Blanchfield
If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.
1:00 - Introduction to Dez
2:03 - Is it a good idea to be a jack of all trades?
5:31 - Is the pace of change accelerating?
11:25 - Are business changes made due to the Covid-19 pandemic going to stick?
20:00 - For the B2B marketing audience: where are things headed in the near future?
40:20 - B2B influencer marketing
47:11 - It's not about the number of followers, but the number of people you can move
53:24 - Tracking and monitoring development from B2C to B2B
56:10 - Where can you find Dez to hear more?
Josh: It seems like you're looking to where the puck is going to be versus where the puck is now and have your entire career. So in a very general sense for our B2B marketing audience: where's the puck going? If you're a B2B business person and leader and executive, where should you be looking just for the near future?
Dez: The advice I've been giving people in the last three to five years is that it was a time when you could do it all yourself. If you were an airline, or a bank, or if you were in health care, or wealth management, if you're a telco, there was a time when you could do it all, you could run your own telephone systems, run your own technology, stack your own email servers, your own domain name servers. But the complexity is so great now and the speed at which we have to move, as you alluded to before, is so rapid, and so short, and you know that the demand is for reduced time to market. The advice I'm giving people now is: find the best partner choice. In each of the segments, you need to be able to address problems. So if you're a bank, be a bank, focus on being the best bank, you can, and look for things that are gonna disrupt you. But don't try to be a phone company. Don't run your own PBX, don't run your voice systems. If you own a website, don't become a hosting company. Don't waste your time running web services.
[bctt tweet="“If you're a bank, be a bank, focus on being the best bank you can, and look for things that are going to disrupt you. But don't try to be a phone company.” — Dez Blanchfield @dez_blanchfield #BreakFreeB2B" username="toprank"]
Josh: No, and it seems like the pandemic, which you mentioned there, is almost an accelerant more than anything. We were thinking of it as a slow down and shut down and lockdown. But really, it seems to have just taken all of these very cautious steps that businesses would have would have taken and made them suddenly have to run forward with it. Do you think these are changes that are going to stick? Or are we going to have this inertia pulling us back to normal?
Dez: The way I like to describe it is: if I was in a boardroom the other day having to whiteboard this out, and I would describe it as we've already jumped off this cliff. And if you've ever jumped off a cliff, you know, it's impossible to get back up there without actually landing somewhere and then walking a long way back to the track to get to the top. So we have, without wanting to, had to jump off this cliff and deal with it.
I think the majority of the impact is not going to reverse. We are definitely going to want to sit in cafes and go to restaurants again. But the way in which we interact with those will change. So for example, I have an app now for my local barista and I just ordered my cappuccino and wandered past and picked it up at a window. I don't wait for 15 minutes in a queue in a stuffy room waiting for my coffee to turn up. So you know those use cases have already changed. And retailers have had to go online when they've never been online. They've had to get apps or integrate and leverage things, shift to digital payments and move away from cash. All these changes have happened. Even with the worst possible human apathy, where humans are lazy, and very arrogant. And you know when we think of them, when we think of some of the changes that have happened the last couple of decades. They've come about and people become lazy and there's been high level apathy and they go back to the normal ways.
Keep your eye on the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Also check out episodes from season 1 and season 2.
Take your B2B marketing to new heights by checking out out previous season 3 episodes of Break Free B2B Marketing:
Episode 1: Kevin L. Jackson, GC GlobalNet — The Future of Cloud Computing
Episode 2: Tim Crawford, AVOA — The New Normal
Episode 3: Oliver Christie, PertexaHealthTech — The Future of Artificial Intelligence
Episode 4: Liam McIvor Martin, Time Doctor — Trends in Remote Work
Episode 5: Sarah Barnes-Humphrey, SHIPZ — The Future of Supply Chain
Episode 6: Eric Vanberburg, TCDI — The Changing Cybersecurity Landscape
Episode 7: Nicole Brady, SAHM Reviews — The Importance of Empathy
Episode 8: Tamara McCleary, Thulium — Visions of the Future
The post Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation appeared first on B2B Marketing Blog - TopRank®.
If the pandemic has been good for anything it’s been good for the therapy business and for startups targeting mental health, with VCs kept very busy signing checks. To wit, here’s another one: Madrid-based ifeel has bagged €5.5 million (~$6.6M) in Series A funding, led by Nauta Capital. The startup was founded back in 2017 […]
There is an assortment of eCommerce commercial centers accessible across the worldwide online stage.The term Alibaba clone Script is a reasonable illustration of Open Source online eCommerce script.Alibaba clone offers an assortment of online eCommerce services that incorporates client to-client, business-to-client, business-to-business sales services, and a lot more through numerous quantities of web-based interfaces, shopping web search tools, electronic installment services, distributed computing services, and different others to the clients worldwide.This site clone gives the online middle of the road stage that consolidates out-of-the-container creation functionalities with online execution of the executives and conveys in an extraordinary manner depicting conservative and present day stores for little and medium retailers.Presently, we will find and investigate each component of Alibaba clone at the same time so it will help in changing the perspective in which the online eCommerce stage works progressively underneath.Multiple Language Management Feature This extraordinary component made particularly for the administrator.
Plus, what consumers want from email
Please visit Marketing Land for the full article.
InsideView and DemandMatrix will be integrated into a broad B2B go-to-market offering
Please visit Marketing Land for the full article.
The global mobility as a service market is driven by rapid expansion of public infrastructure and favorable government policies.These factors have helped shape the Mobility as a Service Market and are expected to boost the growth.Dickinson Fleet Services' technical learning can be extended to benefit Cox Automotive partners and consumers learning, growing and implementing in the space of mobile fleet services.Market DynamicsIncreased demand for MaaS among consumers for better transport infrastructure, increased demand for a one-stop solution to meet transport service needs, an increase in the number of original equipment manufacturers (OEMs) is set to propel global mobility as a service industry.Some of the standard payment methods used by users for mobility as a service include a monthly subscription model and pay-as-you-go model.Market SegmentationThe global mobility as a service market has been segmented based on service type, business model, type, and application platform.Based on the service type, the global mobility as a service market has been segmented into cars, buses, and bikes.Based on the type, the global mobility as a service market has been segmented into public and private.Based on the business model, the global mobility as a service market has been categorized into business to business (B2B), business to customer (B2C), and peer-to-peer (P2P).Based on the application platform, the global mobility as a service market has been segmented into Android, iOS, and others.Competitive Landscape The mobility as a service market is supported by widespread use of social media and easy availability of funds.The report covers all such details which will help companies in the mobility as a service market to strengthen their business plan and improve their product portfolio.