For many, the past few months have opened up giving us a taste of "return to normal" but what does that mean?
When most people say normal, what they often mean is comfortable. In the business world pre-pandemic comfortable is a dangerous place to be.
Any company that did not adjust, adapt or pivot over the past year and a half probably isn't in business or doing as much business as they should. There have been many changes during the pandemic from digital transformation across all aspects of business to evolving expectations of customers. Companies and their marketers must be in tune with all of these changes in order to survive and thrive in a post-pandemic business environment.
One way customers have changed in B2B is that they expect more from the digital experience. Recent research shows 90% of B2B buyers will turn to a competitor if a suppliers digital channel doesn't meet their needs. The elevation of expectations extends to service as well. "Expectations for experience have gotten so high that our traditional means of customer service simply aren't sufficient anymore." says Vivek Ahuja in a piece on Forbes.
Marketing is no different and the experiences companies create through their marketing are more important than ever.
As the former Salesforce chief marketing officer Kraig Swensrud, who is now co-founder of Qualified.com says, B2B marketers must prioritize "personalized, real-time experiences" to win over decision-makers who are increasingly digital-first.
There are important connections to be made between changes born of the pandemic and the trends that B2B brands need to be aware of as we enter the next phase marketing for 2H 2021 and into 2022.
Experience is Everything
"Research shows a strong correlation and interconnectedness between brand experience, customer experience and employee experience." Forrester
Digital first B2B buyers expect continuity across channels for the information they seek as they pull themselves from awareness to consideration to decision in the sales journey. B2B brands that have adapted their marketing for digital first buyers must deliver best answer experiences that are both findable and credible.
Being the best answer for your customers with content that is comprehensive, relevant, engaging and actionable is more important than ever as competition for digital attention rises in B2B communication channels.
Optimizing best answer content experiences by making them easy to find and relevant is something many B2B marketers are tackling through renewed focus on SEO. Being found is a great start, but being found and trustworthy is even better. That's why it is more timely than ever for B2B marketers to integrate efforts to optimize content for findability and credibility by incorporating influencers.
Many successful B2B marketers have already made this connection between SEO and influence when creating content experiences for customers. In our research for the State of B2B Influencer Marketing, we found that 50% of B2B marketers surveyed are integrating influencer marketing with SEO. We also found that there is a connection between the elevated credibility of content from trusted industry experts and the experiences B2B brands are so focused on. 74% of B2B marketers believe that influencer marketing impacts both prospect and customer experiences with the brand.
Content Really is King
"The average number of buying interactions has risen from 17 to 27 and 60% of purchases have 4+ people involved." Forrester
Those interactions are powered by content. As B2B marketers have shifted much of their marketing efforts to digital, content plays a more important role in delivering information and experiences that satisfy the buyer's intent. And there's more buyers involved in the process creating even more reasons to produce highly relevant, engaging and trusted content.
While many marketers are already challenged to create enough content, our research found that by partnering with industry experts, content credibility and reach objectives are both positively affected. In fact, 70% of B2B marketers say influencers improve the credibility of brand content and 75% say influencers help drive more views of brand content.
The transformation of B2B to digital means B2B marketers must approach content intelligently and not alone. Partnering with the voices in the industry that have the trust and attention of the customers helps create a quantity of quality content that has credibility and reach that brands are having a hard time achieving on their own.
Executive Influence Drives Sales
"Salespeople must become recognized thought leaders in their fields and contribute to digital conversations in new and provocative ways." Harvard Business Review
The value of influence for B2B brands is not limited to salespeople. In fact, there's value in every public facing executive at a B2B brand to grow their influence in the industry and help drive revenue outcomes. Many B2B key opinion leaders and subject matter experts within companies may not have sales responsibilities, but the trust in their expertise can help create confidence in the brand and those who are tasked with sales.
Some B2B marketers area already seeing lift in lead generation and sales by working with industry influencers. For example, our survey of hundreds of B2B marketers found that 53% of B2B marketers have increased leads by working with influencers. 34% say their work with influencers have increased sales.
So why limit the value of influence to only working with external influencers? Why not develop the influence of appropriate subject matter experts and executives within the brand as well?
In fact, many B2B brands are finding the combination of developing social influence of their executives can be facilitated by partnering those internal opinion leaders with external industry experts. Whether it's content co-creation, a LinkedIn Live event, webinar Twitter Spaces or Clubhouse chat, podcast interview or recorded video, there are many opportunities for B2B brands the create mutual value and lift for their executives in partnership with industry experts that can result in those internal executives having more influence on prospects and customers.
There are more than enough emerging technology trends happening with the transformation of B2B marketing and business to digital first. But there is a human side to B2B marketing that has too often been overlooked in the past. If there's one thing that past 18 months has taught us as we've come to know our business customers better than ever, is that the human connection - the customer experience, the value of content and the power of your own executives being influential all play important roles in connecting with customers in ways they expect and are necessary.
The post From Tech to Human: Three Post Pandemic B2B Marketing Trends appeared first on B2B Marketing Blog - TopRank®.
Also: Ktopi, AnyVision, DigitInsurance, and more startups raised funds this week.
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The 2021 Digiday Media Awards honors the companies, technologies and campaigns that have stood out throughout the media over the past year.
The post In The Know, The New York Times and Harvard Business Review are Digiday Media Awards winners in 2021 appeared first on Digiday.
Studies show that Black founders only receive 1% of all venture capital funding. Amazon says it's aiming to "help build sustainable equity and growth"
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®.
Who would have thought ten years ago that we will get our favourite food or a cab on our doorsteps?But with the emergence of Dominos, Uber and other on-demand services, things have become easier.On-demand delivery apps have reshaped the global delivery economy by putting nearly every product or service at our fingertips instantly.As per Harvard Business Review, the on-demand economy attracts more than 22.4 million (approx.)It also attracts spending of $57.6 billion (approx.).After witnessing such a profitable opportunity, many emerging startups want to develop unique ideas of connecting people with products or services along with making their lives more convenient.And one such amazing idea is the on-demand fuel delivery app development.On-demand fuel delivery apps are one of the top fuel delivery trends.
Logitech's CEO said in a paper this week that the ongoing global semiconductor shortage could last into 2022.
Now the customers can make informed decisions with maximized user experience and in light of this statement, it was mentioned in Harvard business review that 73% out of 100% of clients choose Omni channels for well-informed decision making and trustworthy shopping.When quarantine constraints changed, buyers quickly transitioned between in-person and remote purchases, with platform selection based on convenience and scheduling rather than effectiveness.How many of you have placed an online order just to discover that the cafe has not yet packed the order before you showed up?What good is an online ordering platform if you still need to go in and put (or check for) the order?Omnichannel marketing The various contact networks that most of the companies use to engage with consumers are easily integrated into omnichannel marketing.Marketing departments may leverage omnichannel marketing to provide a more cohesive and powerful brand experience by using the capabilities of each contact channel.
At Google I/O today Google Cloud announced Vertex AI, a new managed machine learning platform that is meant to make it easier for developers to deploy and maintain their AI models. It’s a bit of an odd announcement at I/O, which tends to focus on mobile and web developers and doesn’t traditionally feature a lot […]
The Rise of the Employee Experience Platform in The Digital Workplace With the onset of remote and hybrid work culture, the focus has shifted to employee engagement and experience.As per Harvard Business Review, 1100 employees found that remote workers feel shunned and left out.Pandemic has pushed the employees to work in a completely new environment which is a challenge to deal with.There needs to be a platform whose prime focus is to provide a good employee experience, set to solve a bunch of potential challenges.Most of the workforce desire a consumer-grade experience at work that creates a sense of belongingness toward the organization.Happy employees are the most useful resources that can drive more engagement and lead to better results.Brainstorming with colleagues in office canteens and breaks leads to innovative ideas.
Community, changemakers, collaboration and inclusivity emerged as thematic highlights in this year’s Digiday Media Awards shortlist.
The post Complex Networks, Harvard Business Review and In The Know are 2021 Digiday Media Awards nominees appeared first on Digiday.
TLDR: The 2021 Business Intelligence and Data Science Super Bundle offers six courses to help you become a trained data scientist working in one of America’s fastest growing fields. The consensus is overwhelming. Check out virtually any list of 2021’s best jobs and you’ll see an entry for data science prominently included. LinkedIn put it at no. 14 on its list of 2021’s Jobs on the Rise. U.S. News and World Report had it at no. 8. And Glassdoor ranked it all the way up at no. 2. The knowledge needed to properly organize, interpret, and reach conclusions based solely…This story continues at The Next Web
New educational program covers topics you need to know such as transparency and data privacy
The advent of technologies such as machine learning, artificial intelligence, computer vision, natural language processing, and others have provided users with humble data.However, there is no use of having raw or unstructured data, unless it provides some information.When you need a data scientistA data scientist in an organization is responsible for collecting, examining and processing large amounts of data with data annotation / data labeling.As both startups and enterprises are leveraging big data to promote their business growth and gain valuable insights to reach potential customers, the demand for data scientists is increasing.Even the Harvard Business Review has called Data Scientist the sexiest job of the 21st century and the job category is the hottest trend today.If you, too, are planning to hire data scientists, then do read this article.wondering why?Well, here we have mentioned six essential things that you should keep in mind before hiring a data scientist for your organization:Click Here: 6 Things you should know before hiring a Data ScientistThis article covers the important things you have to consider before hiring a data scientist for your organization.
Twitter Launches Initial Test of 'Professional Profiles' for Brands and Creators
Twitter has begun testing new brand and creator professional profiles, which include information about a business, verification badges, and which may feature galleries and other elements, the social media platform recently announced. Social Media Today
These Are Marketers’ Top Organizational Priorities Right Now
45 percent of CMO Council members expect to upgrade or recruit for go-to-market execution and operations, while 38 percent say they'll do so for content and demand-gen, followed by some 33 percent who plan to upgrade digital interactive marketing efforts — the top three spots in recently-released CMO organizational priority survey data of interest to digital marketers. MarketingCharts
Google Ads Insights Page Available To All
Google has launched a global rollout of the latest incarnation of its popular Google Ads platform, including an array of updated Insights features for finding current and emerging trends tailored to each business' profile, the search giant recently announced. Search Engine Roundtable
In First Year-Over-Year Pandemic Comp, U.S. Ad Spending Surges 22% In March
Digital ad spending in the U.S. climbed by 27 percent in March compared to the same month in 2020, with overall ad spend rising by 22 percent year-over-year, according to newly-released Standard Media Index data. MediaPost
YouTube Provides New Overview of How its Video Recommendation Systems Work
Google's YouTube has rolled out its latest guide for brands and creators, including new information on certain aspects of its video recommendation system such as quality watch time and other engagement signals, the video platform recently announced. Social Media Today
Instagram's new test lets you choose if you want to hide 'Likes,' Facebook test to follow
Instagram has begun testing the ability to switch like counts on and off, along with an option for users to hide like counts on their own posts, the Facebook-owned social media platform announced, in a change that could impact how marketers measure content performance. TechCrunch
Facebook Adds Scheduling for Stories, New Ad and Business Discovery Options
Facebook has given its Business Suite users new Instagram and Facebook Story scheduling options, including the ability to save drafts, along with other updated features for business users, the firm recently announced. Social Media Today
Is Your Team Solving Problems, or Just Identifying Them?
There is a bigger difference between spotting problems and solving them than many may typically believe, and the Harvard Business Review explores how making creative collaborations can work to better solve problems together, and other issues of interest to online marketers. Harvard Business Review
New Report Looks at the Most Effective Influencer Marketing Approaches, and Key Platforms of Focus
71 percent of enterprise marketers said their influencer marketing budgets will grow over 2020 levels, while 36 percent saw their influencer content outperform brand-created content — two of several findings of interest to digital marketers in newly-released survey data. Social Media Today
ON THE LIGHTER SIDE:
A lighthearted look at “customer experience friction” by Marketoonist Tom Fishburne — Marketoonist
NFTs and AI Are Unsettling the Very Concept of History — Wired
TOPRANK MARKETING & CLIENTS IN THE NEWS:
Susan Misukanis — 192: Make content the cornerstone of your strategy, with TopRank Marketing — Let's Talk Supply Chain
TopRank Marketing — 7 Engagement Boosting Interactive Content Marketing Examples — Peek & Poke
Have you come across your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.
Thank you 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: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges appeared first on B2B Marketing Blog - TopRank®.
Four top tips to retain customers, grow business revenue, and repeat!
Why Coworking spaces will help you thrive as a digital nomad After reading my article about Becoming a cubicle survivor, you are probably now considering about starting your journey as a digital nomad.Now that you are starting your own journey, you will come across the name “Coworking spaces” .According to Harvard Business Review, there are numerous benefits such as increased knowledge, increased productivity, loads of inspiration, learning new skills, family-like atmospheres, and even newfound business partners.Your Vibe attracts your tribe, Your tribe creates your vibe.Just as the saying goes ” You are who you surround yourself with” .You may only be in that space for a month as you pass through that location, but be sure that you will create life long friends and new accountability partners, whom could eventually become a collaborative business partner someday!Possibility of a New mentorshipJust think about how many successful entrepreneurs that travel around as digital nomads.While working in coworking spaces, you can meet a diverse number of entreprenuers and when time permits-ask them questions!I have heard this story countless times, of how someone excelled in their Digital Marketing business because they met someone at a coworking space that ended up becoming their mentor/coach!A great sense of community and inspirationWhile traveling for lengthy periods of time, some people start to develop a sense of “isolation” and loneliness.
“The new normal.”
I believe that’s what we would call the opposite of a compelling lede. Nobody wants to hear that phrase anymore, I know it. While that may be the case, it’s an unavoidable truth that our world does, and will, look different in many ways following a globally disruptive pandemic.
Savvy business and marketing leaders are already planning proactively for what lies ahead. They’re assessing what’s changed in the past year, analyzing trends and indicators, and optimizing their strategies to thrive within an altered economic and social environment.
We’re here to help. Read on for research and recommendations that will help you equip your B2B organization for maximum success going forward.
5 Keys to Success in a Brave New World of B2B Marketing
If the last year has taught us anything, it is to expect the unexpected. But that doesn’t mean marketers can’t plan intelligently. While we may still be in a period of flux, the reshaped business environment is coming into focus.
Core fundamentals remain the same: Build awareness, build trust, build loyalty. Be the best answer. Deliver customer experiences that differentiate.
The way we go about accomplishing these things, however, will not be the same. Here are a few key areas I recommend prioritizing and aiming to optimize.
1 — Rethink Marketing Events and Experiences
In-person events will gradually return in some capacity, but even if you value the networking and promotional opportunities these occasions provide, the smart move is not to wait.
Rethink how you deliver experiences, and double down on digital engagement. Collaborate and orchestrate with friendly parties in the same way as partnering organizations do in bringing physical events to life. Bring influencers to your audiences in new ways, turning them into your keynote speakers.
With hybrid workplaces likely to be a permanent reality, much attention is being paid to creating equity and shared experiences for employees both remote and on-site. We should be thinking about audiences and business prospects under this same paradigm, because traveling for meetings or industry events will be substantially less common for a long while – if not forever.
2 — Focus on Doing a Few Things Extremely Well
No business has limitless resources. Spreading your chips too thinly will lead to sub par returns across the board. Instead, decide where you want to truly excel, and channel your full energy into it.
Recently our Joshua Nite wrote about how to create a podcast that rises above the noise. He rightfully points out that, while there is an enormous appetite for the format, there is also a staggering abundance of options. The stakes are high for breaking through.
Joshua’s recommended set of steps is not overly complicated, but does require real investment – of time, budget, and creativity. At TopRank Marketing, we’ve seen our clients and plenty of other B2B brands achieve stellar results through podcasting, but it takes an aligned vision and full buy-in.
The same goes for influencer marketing, building communities, shooting video/live-streams, or creating any content resource for your audience.
If you’re not going to do it right, why bother?
3 — Executive Thought Leadership: The Face of the Franchise
In sports, the “face of the franchise” refers to a superstar player, broadly associated with their team by fans at large. They sell jerseys and tickets. Marketers for these teams wisely play up these magnetic attractions in promo materials.
I’m not saying your CEO is Mike Trout. But company leaders get to where they’re at for a reason, and many brands can benefit from elevating these respected executive voices.
Executive thought leadership is a fast-rising strategic emphasis, and with good reason. According to LinkedIn*:
86% of people say they expect CEOs to publicly speak out about societal challenges
56% of professionals say a business executive’s presence on social media positively influences their purchase decision?
66% say they would be more likely to recommend a company or brand if they followed a company executive on social media
We’ve said it before, we’ll say it again: people do business with other people, not with brand logos. When executives are active and outspoken with their perspectives and industry commentary, it helps put a human face behind the company’s values and expertise. This mattered to customers before the pandemic, and it will surely matter even more in the aftermath.
“The pandemic has forced everyone to rethink how they do business, from doctors to data centers,” Ken Brown, Director of Corporate Communications at Nvidia, told VentureBeat. “After a year of fear and uncertainty, people will look to those who clearly understand how technology can fuel the recovery and deliver exciting new capabilities. Thought leadership is all the more important during these transitional times, to show the way forward.”
Our CEO and co-founder Lee Odden shared his insights on the why and how of effective thought leadership on a recent episode of LinkedIn’s Live with Marketers, and also compiled a list of 20 ways to build executive credibility and thought leadership here on the blog.
4 — Bring More Context to Your Content Marketing
People have grown progressively less and less patient with sales and marketing messages that don’t speak to them directly, or don’t pertain to their situations. Now, after enduring an endless barrage of “unprecedented times” jargon, the need to break through with a clear, meaningful, relevant message is more vital than ever.
Leadspace recently provided a primer on contextual marketing on their blog, where Jim Hopkins describes the approach as “taking segmentation and personalization and putting it on steroids.” It’s a shift from pitching products and services —even in a personalized way — to solving very specific problems for different segments of your audience. Making this practical requires sophisticated analysis and application of customer data, as well as a strategic commitment to quality-over-quantity when it comes to reaching business prospects. (Much like when it comes to marketing tactics, via tip #2.)
Not every business needs to adopt a full-on ABM strategy, but it’s getting harder and harder to succeed in B2B through broad, blanket messaging.
5 — Empower Marketing as the Central Driver of Growth
In March, Janet Balis published a great article at Harvard Business Review highlighting 10 truths about marketing after the pandemic. They’re all insightful and on-point (and several support the recommendations above), but this final one strikes me most:
Old truth: Marketing is important for growth.
New truth: Marketing is at the center of the growth agenda for the full C-suite.
“Covid-19 has created a leadership culture of immediate collaboration focused on the urgent need for resilience,” Balis writes. “Marketing now has the opportunity to seize an ongoing central role in that dialogue, thereby driving the organization’s broader growth and innovation agenda.”
Don’t let this opportunity slip away. Now is the time for marketing to take the lead and drive the business forward on a foundation of strong customer intel and a central emphasis on customer experiences.
If you’re eager to put your own marketing growth and innovation agenda into action, and looking for some help taking things to the next level, we can help. Reach out to TopRank Marketing and let’s chat.
* Disclosure: LinkedIn Marketing Solutions is a TopRank Marketing client
The post Brave New World: The Model for B2B Marketing Success, Post-Pandemic appeared first on B2B Marketing Blog - TopRank®.