Everett Enriquez

Everett Enriquez

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Following 48
As if ads weren’t bad enough, some less conscientious site owners have learned to misuse and abuse one of the modern Web’s features that, on their own, could actually be benign. But just like notifications on your phone, webpage notifications have not only become a nuisance, some have even become dangerous. In its efforts to make the Web a better … Continue reading
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Former President Barack Obama excoriated President Trump at a rally for Joe Biden on Wednesday, accusing the incumbent of "unpresidential behavior."
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It sure is a good thing that the internet turns off at 10:00 PM every night, and doesn’t flip back on until 8:00 in the morning. And thankfully, business buyers completely tune out after they finish work, which is always at 5 o’clock sharp in this world of reliable and universally consistent routine. Marketers and brands would really have their hands full if these things weren’t true. Wait, what’s that? None of them are remotely true? Welcome to the World of Always-On There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging with content in unpredictable patterns, thrown further askew by the pandemic-driven disruption of workday archetypes. An increasingly lengthy and complex buyer’s journey challenges B2B marketing strategies to be more versatile, agile, and perpetually present than ever before. [bctt tweet="“There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging with content in unpredictable patterns.” @NickNelsonMN #AlwaysOn #B2Bmarketing" username="toprank"] Earlier this month, Howard J. Sewell wrote at Business 2 Community about marketing success and the accident of timing. “For more companies than not, marketing success is rarely about convincing a given individual, on a given day, to buy what it is you’re selling,” he argues. “Rather, it’s a question of being the company that the buyer finds, or thinks of first, when the relevant need occurs.” This essentially makes the case for adopting always-on marketing programs, which are gaining traction as more organizations see the value. It’s a convention that can apply to many different elements of a strategy, including (and especially) influencer marketing. Today we’ll explore taking the step from pilot B2B influencer marketing program to always-on success — why and how? Taking B2B Influencer Marketing from Pilot to Autopilot Running a pilot program is a great way to get a feel for influencer marketing and validate it as a smart tactic for your organization. Earlier this year I shared tips for jumpstarting a pilot B2B influencer marketing program in five steps, which included: Get buy-in throughout the organization Compile a list of influencers who align with your brand Start priming influencer relationships Integrate B2B influencer marketing into your strategy Co-create a piece of content with one or more influencers The key here is not to treat influencer engagements as one-off, transactional encounters. As TopRank Marketing CEO Lee Odden put it during an interview for the Social Media Marketing Live Streaming Show over the summer, “If you only have one interaction with an influencer and then you don’t ever see that person until the next time you need them, that leaves the influencer feeling very transactional, and not very special.” Running a pilot program doesn’t need to entail a long-term commitment to influencer marketing in your strategy, but it should always be built on a long-term, relationship-building mindset. This sets you up to take the next step: from pilot to autopilot, where your always-on influencer program becomes a self-sustaining community of genuine brand advocacy and affinity. That’s not to say it’ll become completely hands-off — maintaining and nurturing influencer relationships takes work, as do the collaborative efforts with these influencers that drive business results — but once you’ve laid proper groundwork and set a clear vision, much of the heavy lifting is done. Lee makes this point in explaining why always-on influence costs less and provides better ROI. Some things he recommends keeping in mind: Pay-to-play doesn’t always pay off: Organic relationship-building can take a little more time and effort up front, but tends to be far less expensive than one-off, paid influencer campaigns, with much greater all-around value. Old friends know the brand ropes: Deeper ongoing engagements with influencers leads to better mutual understanding of needs and guidelines, with less hand-holding required. Return on relationships: Building authentic relationships with influential experts in your industry yields word-of-mouth and proactive advocacy benefits that money can’t buy. Repurpose with a purpose: Always-on programs bring new efficiencies in terms of repurposing and refreshing co-created content in ways that support the brand, influencer, and audience. Advocacy at scale: Developing and strengthening relationships over time leads to compounding benefits, as trust grows and new contacts enter the fold. When considering these advantages, it comes as no real shock that — according to the 2020 State of B2B Influencer Marketing Report — only 5% marketers who do periodic campaigns are very successful vs. 60% of marketers who implement always-on influencer marketing programs. That is a sizable chasm. “Being 'always-on' has allowed our team to build meaningful relationships with influencers,” says Garnor Morantes, Group Marketing Manager for LinkedIn (a TopRank Marketing client) in the report. “This approach means that the relationship ceases to be 'transactional' (what can you do for us) when we're in a state of ongoing activity. Because of this foundation, we are in a situation where, when urgency strikes, we've been able to immediately activate influencers, whether it be for private, direct, unfiltered feedback and consult, or for external, public-facing advocacy and amplification.” [bctt tweet="““Being 'always-on' has allowed our team to build meaningful relationships with influencers.” Garnor Morantes of @LinkedIn #InfluencerMarketing #AlwaysOn" username="toprank"] That’s the kind of marketing engine built for our modern-day environment, where buyers and decision makers are essentially active and consuming content round-the-clock, seven days a week. An always-on influencer strategy allows brands to be reactive, nimble, and responsive to change. You can learn more about LinkedIn’s successful program in our case study. Take the Next Step with Always-On Influence The good news is that a properly executed pilot influencer marketing program — one focused on relationship-building and brand synergy — helps facilitate the transition to an always-on program that can become a pillar of your marketing strategy. At TopRank Marketing, we’re happy to help out with whichever stage of the journey you’re in. Check out the 2020 State of B2B Influencer Marketing Report to learn more about always-on influence, why it makes sense, and how to make it work. Reach out to us if you’re ready to get rolling. The post How To Move From A Pilot B2B Influencer Marketing Program to Always-On Success appeared first on B2B Marketing Blog - TopRank®.
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The dig came after vice presidential nominee Kamala Harris said Tupac Shakur is the "best rapper alive" during a recent interview.
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It’s not clear whether Razer commissioned Secretlab to build an exclusive new gaming chair, or simply decided to copy one of today’s oft-cited favorites, but the new $499 Razer Iskur is a dead ringer for the similarly-priced Secretlab Omega and Titan. You can compare the design, the recline mechanism, the stitching — heck, just look at those nigh-identical 4D armrests — and the inspiration is plainly clear. But Razer is also clearly pitching it as a step ahead of Secretlab in terms of spinal support, as you can see in this thinly veiled comparison image: Image: Razer Razer did not use the word “Secretlab” in its press briefing. Aside from being a distinct hybrid of the Secretlab Omega’s smaller... Continue reading…
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Anne Helen Petersen, author of "Can't Even," says millennial burnout stretches beyond the workplace, and the pandemic has exacerbated this exhaustion.
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Call of Duty: Black Ops Cold War is coming November 13, 2020 and this is everything we know about it so far.
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Nvidia today unveiled a new platform for developers of video-conferencing apps, which the company says can cut the bandwidth consumed by video calls by a factor of 10. The cloud-native platform — named Nvidia Maxine — also offers AI effects including gaze correction, super-resolution, noise cancellation, and face relighting. The system slashes the bandwidth requirements of the H264 video compression standard by using AI to analyze the “key facial points” of every person on the call — rather than streaming the entire screen of pixels. The software then reanimates each face in the video on the other side. This compression technique could both… This story continues at The Next Web
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GIF: Emojipedia In a move that, I’m sure, has absolutely no relation to anything going on in the world today, Apple has quietly updated its “Face with Medical Mask” emoji with friendlier eyes, eyebrows, and rosy cheeks. Before, it looked a little lethargic. Now, it’s almost happy? You can practically imagine a smile underneath. Except you don’t have to imagine. Wait for it: GIF: Emojipedia As Emojipedia points out, the new emoji is literally Apple’s existing “Smiling Face” with a mask on top. Do you think the artist was imagining a frown under there? Probably not. Juxtaposition: Emojipedia It’s just the latest way that emoji have evolved to express the anguish of 2020 — even as other emoji are getting delayed... Continue reading…
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Missed the Google Pixel 5 launch event? Here’s all the big announcements you need to know.
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Customers forgot they are the product when splashing out on a nice telly Samsung brags to advertisers that "first screen ads", seen by all users of its Smart TVs when they turn on, are 100 per cent viewable, audience targeted, and seen 400 times per TV per month. Some users are not happy.…
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On social media members of the far-right group celebrated the president's comments, and launched a renewed recruitment drive.
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Join the Insider DC bureau preview Trump versus Biden at the debates, the Supreme Court fight and the prospect of an October surprise or three.
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It's accepting the reality of a pandemic-struck world.
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