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2021

Top B2B Marketing Trends for 2021

This may be of some interest.

Top B2B Marketing Trends 2021

Top B2B Marketing Trends 2021
Each year I’ve taken inventory of the major trends emerging within our B2B marketing agency practice and with the crazy year that was 2020, the new year requires even greater focus on what’s ahead. Some of the marketing predictions and trends I’ve shared in the past include:

Top 10 B2B Digital Marketing Trends in 2020

  • Personalization
  • Video content and live video
  • AI and Machine Learning
  • Voice engagement and Podcasts
  • B2B Influencer Marketing
  • Content Marketing
  • Chatbots and Conversational Selling
  • Customer Experience
  • Visual and Interactive Content
  • ABM

Top Digital Marketing Trends for 2019

  • Live, Interactive Video
  • Voice Search
  • AI/Machine Learning/Chatbots
  • Data/Privacy/Transparency
  • Influencer Marketing 2.0
  • Purpose Driven Brands and Gen Z

It’s interesting to see things like Video, Voice, AI and influencer marketing persist each year. The fact is, when it comes to B2B marketing trends, the world is moving fast and while marketing innovation hasn’t slowed, there are still fundamental shifts in B2B buyer preferences for information discovery, consumption and engagement that have not yet been implemented by the majority of marketers yet. As a result, a lot of the “trends” we’ll see a focus on in 2021 are not particularly new, just not evolved.

The chaos of 2020 created some important shifts including 80% or more of the sales cycle happening in digital (Forrester) and impacting B2B verticals in very different ways. The uncertainty caused 50% of buyers to hold off on purchases (Harvard Business Review) but with Tech and Telecom least affected (eMarketer) that also meant an opportunity, especially for those B2B marketers that understand the new normal of go-to-market strategies is here to stay (McKinsey).

So, with all that’s changed in 2020 due to the pandemic as well as political, economic, and social uncertainty, what are the major trends B2B marketers need to be aware of for success in 2021? Here are 20+ that stand out:

Brand Trust

With an “epidemic of misinformation and widespread mistrust of societal institutions”, 70% of respondents to the 2021 Edelman Trust Barometer study said brand trust is more important today than it was in the past. Part of the problem is that globally, CEO credibility is at an all-time low and changing expectations create an opportunity to create that trust. 86% from the Edelman study think CEOs should speak out publicly about societal challenges and some are doing that. For example, Microsoft CEO Satya Nadella shared an email he sent to Microsoft employees expressing gratitude and the steps Microsoft is taking to support customers and the community as a long form blog post on LinkedIn. We saw an increase in the number of CEOs communicating in this way and the continuation of that trend in 2021 will help regain both CEO and brand credibility.

Building trust in B2B brands goes beyond CEOs of course and marketers would do well to take inventory of what current perceptions are of the brand and ensure marketing strategies and customer engagement are aligned around creating promises and experiences that strengthen credibility.

Digital First

One major impact of 2020 for B2B marketers was a shift to a digital-centric approach when it comes to marketing and sales. Because of the pandemic, the virtual loss of field marketing, outside sales and in-person events created a massive shift to virtual events and online information discovery, consumption and engagement for buyers. B2B marketers had to make significant changes from legacy tactics to digital. As a result, there’s been a big wake-up call to move B2B marketing to digital formats and according to research by Singular, 76% of marketing leaders say that digital transformation in marketing technology is their most critical focus for 2021 (Forbes).

Experience

According to Gartner’s Buyer Enablement Survey, more than 3 out of 4 people said the latest B2B purchase journey was very complicated. The challenges brought by 2020 have created even more complexities for marketers and buyers alike and that spells an opportunity to double down on optimizing experiences. Customer Experience is a priority, but so is employee experience and any experience created through the content and media published by a brand. It’s no longer enough to simply inform audiences with information.

In 2021 B2B brands will focus on authenticity in their communications and make substantial efforts to better empathize with buyers, be “more human” and add emotion to their marketing strategy.

“2021 will call on brands to authentically infuse empathy and emotion into their brand strategy, and I cannot think of a more appropriate time to build those emotional connections with customers and cultivate relationships,”  Jennifer Chase, SVP and Head of Marketing at SAS (Forbes).

As the majority of B2B buyers have shifted to digital channels, B2B marketers must understand the expectations that drive information discovery, consumption and engagement experiences and then optimize accordingly.

Pandemic Pivot

The challenges of 2020 forced B2B marketers to re-evaluate everything from their core offering to their approach to marketing. 94% of respondents to the Content Marketing Institute B2B Content Marketing Trends Report said that they had to adapt their content marketing strategy because of the pandemic. These pivots during the pandemic have driven some important changes in business and marketing strategies. Many of those changes will persist as most CMOs feel that their go-to-market models in reaction to 2020 will continue for the next 12 months or more. (McKinsey)

Areas of greater focus include:

  • More emphasis on marketing ROI – With slimmer marketing budgets, marketers have become more accountable to the business impact of their efforts. Greater ROI focus has impacted everything from strategies to tactics to measurement to technology and processes.
  • Retention marketing – According to Harvard Business Review, a 5% increase in customer retention can deliver up to 95% increase in profits. With 2020 budgets on hold and uncertainty about when they will open up in the new year, keeping current customers is more important than ever and that trend will continue in 2021.
  • Virtual events – Effective virtual events offer both livestreamed content on a schedule as well as on-demand video and online networking. At the same time, webinars and virtual events spiked in 2020, but people are looking for more. Zoom fatigue has set in and Lori Wizdo from Forrester thinks that physical events will rebound but with a new digital dimension. This will create some new opportunities in 2021 for hybrid event models for customer engagement.
  • Social purpose/cause marketing – According to the Edelman Trust Barometer, in 2020 65% of consumers said they are looking for brands that reflect their values. 43% said they’ll switch loyalties if companies don’t align with their beliefs. And 63% of Americans believe that brands that issue a statement in support of racial equity need to follow up with concrete action. Consumer expectations extend to B2B brands and there’s plenty of research supporting the importance of Millenial and GenZ preferences for what a brand stands for. The events of 2020 have made brand positioning on social causes even more important in 2021.

B2B Marketing Tactics

  • Influencer Marketing – The influencer marketing industry was worth $8 billion in 2019, and it is estimated to grow to $15 billion over the next two years. Our research into B2B influencer marketing has revealed that collaborating on content with industry experts helps improve customer engagement and marketing effectiveness in three key areas:
    1. Trust: 77% of B2B marketers say they believe that prospective customers rely on advice from industry experts.
    2. Experience: 77% agree that influencer marketing improves customer and prospect experience with the brand.
    3. Performance: 63% say their marketing would have better results if it included a B2B influencer marketing program.
  • Content Marketing – 83% of marketers surveyed for a report by the Content Marketing Institute said publishing content that provides value to their customers contributed significantly to the success of their content marketing efforts.
  • SEO – Search engines (56%) are more trusted than traditional media (53%), owned (41%) or social media (35%). Edelman Trust Barometer.
  • Video – 70% of the B2B buyers watch product videos as a part of their research. Cisco estimates that by 2022, online videos will make up more than 82% of all consumer internet traffic. Research from Google has indicated that 70% of B2B buyers and researchers are watching videos throughout the buying journey.
  • Podcasts & voice – Voice engagement is on the rise from accessing information on mobile devices and smart speakers to formats for information consumption like podcasts and the new audio-only social network, Clubhouse. Audio and voice will continue to be a trend for information discovery, consumption and engagement in 2021.
  • Episodic Content – One of the content trends we’ve found to be gaining momentum within our own content marketing practice is “shows” and packaging episodic content as seasons. There are longstanding episodic B2B content examples like Moz’s Whiteboard Friday. We walk the talk at TopRank with episodic content through the Break Free B2B Marketing series and the Inside B2B Influence show.
  • Personalization – The loss of cookies and the move to first party data creates new opportunities for personalization in B2B marketing. Buyers do expect more meaningful, useful content experiences and personalization will only grow in importance to deliver on those expectations.
  • Interactive Tools and Content – According to Demand Gen Report research, interactive content is 23% more effective at educating buyers than static content. A good example is this Salesforce ROI calculator and in 2021, delivering engaging content experiences and driving greater marketing performance means more of this kind of tool.
  • Learning Hubs for Leads – While not exactly new, the attraction to cross-train and advance skills is greater than ever. To meet that need, B2B brands are increasingly investing in learning hubs where audiences can exchange their contact information for access to rich educational resources. Examples include HubSpot Academy, SEMRush and many more.
  • Email and Marketing Automation – Email’s one to one connection continues to be important. 84% of respondents to a SmartInsights study have implemented email as a marketing tactic. What different in 2021 is a greater focus on storytelling, personalization and more informal content vs. explicit sales offers.
  • ABM – A great example of a B2B marketing trend that has been on many lists over the past few years is ABM. There are very vocal advocates for ABM but it still has not as much momentum as other disciplines when it comes to active implementation. However, past research from SmartInsights reveals ABM is a top priority for B2B marketers (46%) compared to video (41%), influencer marketing (38%) and AI (38%).
  • Agile Marketing – Continuous improvement in marketing is as important as ever, especially after a year like 2020. According to CMI, 94% of B2B marketers said they had to change their content marketing during the pandemic. 80% of those that adopted a more agile content marketing strategy felt it was effective (Forbes/CMG Partners). And according to research from Merkle, 85% of marketers plan to increase agile usage in the next two years.

LinkedIn

It’s been reported in the past in a study by Oktopost that 80% of B2B leads are generated from LinkedIn. It’s hard to argue that any other social network is more important than LinkedIn for B2B marketers. LinkedIn provides an incredible opportunity for everything from building brand thought leadership to specific prospect targeting through organic content and networking as well as their evolving advertising and sales solutions. In 2021 will continue to be the leading community for B2B marketing opportunities. (LinkedIn is a client of TopRank Marketing)

AI and Chatbots

Research from Salesforce found that 80% of business buyers expect real-time responses from brands they interact with and the digital first approach most B2B marketers are taking in 2021 means AI technologies like chatbots and virtual assistants will become a part of the mix. As far as AI and machine learning overall, the expectations of modern buyers requires processing huge amounts of data to deliver personalized experiences across platforms and channels. To do that, two-thirds of B2B marketers are currently planning, evaluating, or implementing AI for marketing or sales initiatives.

Nearly 10 years ago I published a book called Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing. One of the key concepts from the book was the model we use to stay current with what customer preferences are for the information they need during their journey. Understanding buyer preferences for information discovery, consumption and engagement will reveal all the trends you need to know in order to deliver relevant and actionable marketing that best serves the customers that will grow your business.

While it’s tempting to chase shiny objects with trends posts, as I reviewed the major trends for 2021, I found that the discovery, consumption and engagement model to be just as true and useful today as it was 10 years ago. 2020 caused business customers to change their behaviors in significant ways and those B2B marketers that stay tuned in to information preferences will know what strategies, tactics and technologies they need to focus on.

The post Top B2B Marketing Trends for 2021 appeared first on B2B Marketing Blog – TopRank®.

Thank you for reading.

5 Inspiring Reasons For B2B Marketing Optimism in 2021

This may be of some interest.

Happy business woman smiling image.

Happy business woman smiling image.

How can the intense brightness that often follows humankind’s darkest moments help us achieve greater team unity and newfound marketing energy, gratitude and strength?

As the pandemic marches on into its second year, B2B marketers looking to rise above despair and make this a brighter and more successful year can look especially to the five reasons we’ve gathered here for being optimistic about the many positive opportunities and experiences that 2021 holds in store.

Let’s jump right in and take a look at five inspiring reasons for B2B marketing optimism in 2021 and beyond.

1 — We’re More United As Teams & As Communities

Despite the difficult pandemic challenges of 2020 that have continued into 2021, B2B marketers have gained a newfound understanding of the power of successful teamwork, even as remote work has typically meant less physically time together.

Online collaboration systems are undoubtedly flourishing as never before, as teams meet and share in fascinating and sometimes unanticipated new ways using Zoom, Slack, monday.com* and so many other powerful tools for digital integration.

Teams that haven’t been used to working together remotely have gained not only new technology skills, but a new sense of understanding and appreciation for work associates and the challenges we all face — issues that were largely unseen in professional life during pre-pandemic times.

[bctt tweet=”“Teams that haven’t been used to working together remotely have gained not only new technology skills, but a new sense of understanding and appreciation for work associates and the challenges we all face.” — Lane R. Ellis @lanerellis” username=”toprank”]

2 — We’re Poised To Unleash Tremendous New Energy

Be ready to tap into the pure and boundless energy that are likely to overflow when our professional and personal lives are safely able to return to not quite what they were, but as close as we can come.

The day World War II ended saw great global celebrations and relief, and while the pandemic recovery won’t likely be such an overnight occurrence, when we collectively switch to lives more closely resembling those we had before the global health crisis, each of us will be able to harness tremendous new energy, which can’t help but inspire our marketing efforts and lives in new and exciting ways.

When this post-pandemic energy is released into the B2B marketing world, the floodgates of creativity are likely to open and drive increased focus on campaigns that connect brand and customer in deeper and more meaningful ways.

[bctt tweet=”“When post-pandemic energy is released into the B2B marketing world, the floodgates of creativity are likely to open and drive increased focus on campaigns that connect brand and customer in deeper and more meaningful ways.” @lanerellis” username=”toprank”]

3 — Our Gratitude Will Create Great Marketing That Makes a Difference

Living for over a year under trying circumstances has helped us to be thankful for our little victories, and to appreciate a new sense of gratitude brought on by some of those small aspects of our lives that have turned out to mean so much more than they did in pre-pandemic times.

This hard-won gratitude will go far in creating marketing efforts that tell more authentic stories, and help humanize content campaigns that allow B2B marketers to get closer to their customers.

To help you prepare to harness all that newfound gratitude, check out the following posts that explore how thankfulness can make for more powerful marketing:

[bctt tweet=”“Try your best to make goodness attractive. That’s one of the toughest assignments you’ll ever be given.” — Fred Rogers @FredRogersCtr” username=”toprank”]

4 — We’ve Got More Tools & Tactics Than Ever

During 2020 global usage of technology climbed in ways it’s never done before, resulting in a proliferation of new social media tools, expansion of online communication options, and the growth of marketing tactics that can help us succeed with each new possibility.

The sky’s the limit for B2B marketers who find the right tools that allow them to build relevant best-answer content. With such a wealth of application, tool, utility and service choices, the hardest challenge may simply be finding the ones that allow you to work in the manner that brings out your best.

To help you find new tools, we’ve published insight into some of the top tools for B2B marketers, such as these:

[bctt tweet=”“Marketers have incredible power to spread some calm in a chaotic world right now. Use it wisely.” — Britney Muller @BritneyMuller” username=”toprank”]

5 — We’re Stronger From Overcoming Pandemic Marketing Challenges

It may not be immediately apparent yet, but by overcoming the challenges the pandemic has thrown at our professional and person lives, we have gained strength that may take some time and reflection to fully appreciate.

In 2021 this strength will unfold and eventually work its way into our efforts as B2B marketers, bringing a fresh zest for the power our content has to change hearts and minds.

To help us see and appreciate the strengths we’ve added, it’s helpful to look back and reflect on the challenges we’ve faced and overcome during the past year — whether small or monumental.

Some find that making a comprehensive list of the obstacles we’ve survived helps to bring into clearer focus the progress that will infuse our 2021 marketing efforts with new strength.

[bctt tweet=”“It may not be immediately apparent yet, but by overcoming the challenges the pandemic has thrown at our professional and person lives, we have gained strength that may take some time and reflection to fully appreciate.” @lanerellis” username=”toprank”]

Embrace A Positive 2021 Overflowing With New Marketing Opportunity

via GIPHY

Combined, these five reasons for B2B marketers to be optimistic — our greater team unity, energy, gratitude and strength along with powerful new tools — can provide new inspiration as we gather ourselves to face the many challenges and opportunities of 2021.

* monday.com is a TopRank Marketing client.

The post 5 Inspiring Reasons For B2B Marketing Optimism in 2021 appeared first on B2B Marketing Blog – TopRank®.

Thank you for reading.

Best of B2B Marketing: Get Inspired for 2021 with These Top 10 Content Marketing Posts

This may be of some interest.

Happy business professionals jumping up in celebration image.

Happy business professionals jumping up in celebration image.

Content encompasses nearly everything we read, view, or listen to this pandemic year, and as our CEO Lee Odden said long ago, it’s also part of the reason the need for search began in the first place.

We’re especially proud of the content marketing successes our team at TopRank Marketing have achieved during this topsy-turvy 2020, for a wide-range of major B2B clients. As 2021 draws close, we wanted to share our top content marketing articles of the year — each filled with best practices, research, examples, and the latest trends.

We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank B2B Marketing blog — which celebrates its 17th year this month — including Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, myself, and Alexis Hall, among others.

Collectively this compendium of our top 10 content marketing posts of the year serves as a valuable resource, filled with practical examples and relevant topics for digital marketing professionals from CMOs to copywriters. We hope that you’ll find these articles helpful well into 2021 and far beyond.

Now, join us as we move on to the top 10! These most popular content marketing posts of the year are ordered by a combination of search visibility and social engagement:

Our Most Popular Content Marketing Posts of 2020:

1. 50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld — Lane R. Ellis

2020 CMWorld 50 Content Marketing Influencers

In our top content marketing post of the year I share our annual list of the top 50 content marketing influencers to follow and learn from, released during this year’s all-virtual Content Marketing World conference. You’ll learn new lessons from these 50 content marketing influencers throughout 2021 and into a post-pandemic industry landscape.

You can check out all of my posts here, and follow me on Twitter and LinkedIn.

[bctt tweet=”“@TopRank has a long history with #CMWorld starting at the beginning, with 10 years of speaking and attending along with 7 years of partnering with @CMIContent to develop speaker and influencer content marketing campaigns.” @lanerellis” username=”toprank”]

2. Where’s the Marketing in Content Marketing? 10 Essential Promotion Tactics That Drive Results — Lee Odden

content promotion tactics

Where’s the marketing in content marketing? In our second most popular content marketing post of the year, Lee shares how to overcome content creation imbalances with 10 proven content promotion tactics that have stood the test of time, to make your content promotion a priority.

Check out all of Lee’s 2,600+ posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“An imbalance of content creation and promotion is not only frustrating potential marketing performance, but it’s wasting the investment made in creating great content. What good is that great content if no one sees it?” @LeeOdden” username=”toprank”]

3. 5 Ways to Humanize B2B Content Marketing — Joshua Nite

Humanizing B2B Content Father and Son Cooking Together Image

What does it mean to “humanize” your B2B content marketing? In our third most popular content marketing article of the year, our senior content marketing manager Joshua Nite shares five ways to help your content make a more human connection with a professional audience by:

  • Finding the Emotional Core
  • Earning Trust
  • Personalizing Efforts
  • Embracing Humility
  • Designing a Content Experience

You can check out all of Josh’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“Find the emotional stories that your solution makes possible, and make them the star of your content.” — Joshua Nite @nitewrites” username=”toprank”]

4. New Research: How B2B Content Marketers Are Impacted and Pivoting During the Pandemic — Nick Nelson

Professionals Wearing Masks and Bumping Elbows

It’s undoubtedly been a year of much change and upheaval, and in our fourth most read article of the year, our content marketing manager Nick Nelson shows how B2B  content marketing practitioners are responding, and breaks down insightful research from Content Marketing Institute.

You can check out all of Nick’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“It’s a bit ironic that at a time where more B2B marketers than ever have gotten their strategy down on paper, we’re being forced to crumple it up and rewrite it.” — Nick Nelson @NickNelsonMN” username=”toprank”]

5. 5 Examples of Effective B2B Content Marketing in Times of Crisis — Anne Leuman

Woman wearing facemark image.

What is a key factor to successful marketing during a pandemic? “Being helpful,” as our senior operations strategist Anne Leuman explores in our fifth most popular content marketing post of the year. In this insightful piece, Anne shows how B2B marketers can infuse more helpfulness in their efforts, including five examples of B2B brands doing content marketing right during the global heath crisis.

You can check out all of Anne’s posts here, and follow her on Twitter and LinkedIn.

[bctt tweet=”“The true key to success in B2B content marketing is to always come from a place of empathy. The more you’re able to understand and empathize with your target audience, the more likely you are to surface content opportunities.” @annieleuman” username=”toprank”]

6. 5 Steps for a More Powerful B2B Content Marketing Strategy — Lee Odden

Powerful B2B Content Marketing Strategy

How can marketers overcome content attention deficit and stand out? In our sixth most popular content marketing article of the year, Lee shares five helpful steps for building a more powerful B2B content marketing strategy, using:

  • Ideal Customer Profiles
  • Topics of Influence, Search and Social
  • Editorial Plan & Content Mapping
  • Content Promotion
  • Mining Search, Social & Influencer Analytics

This piece is filled with inspiration to begin intentionally and consistently incorporating influencers, social media and SEO in your B2B content marketing efforts, to reach more customers where they’re looking, with the kind of experiences that will inspire more effective engagement, revenue, and retention outcomes.

[bctt tweet=”“Creating useful content by itself is not an effective strategy in a world of brand distrust, content attention deficit and the distractions brought by a global pandemic.” — Lee Odden @LeeOdden” username=”toprank”]

7. 7 B2B Content Marketing Tactics For Long Term Success — Anne Leuman

Man running down an infinite road into the sunset image.

What types of content can B2B marketers utilize for driving long-term success? In the seventh most read content marketing piece of the year, Anne shares seven enduring and powerful B2B content marketing tactics for long-term success, featuring the use of content including:

  • Blogs
  • Social Media
  • Influencers
  • Podcasts
  • Sponsored & Guest Works
  • Digital Advertising
  • eBooks, Infographics, and Larger Campaigns

[bctt tweet=”“For content marketing to be successful, you need those flashy, attention-grabbing campaigns to meet immediate goals. But you also need reliable, consistent, thought-provoking content to compound results over time.” @annieleuman” username=”toprank”]

8. Why Content Marketing is More Important Than Ever for B2B Brands — Nick Nelson

B2B Marketing Content

In our number eight top content content marketing post of the year, Nick explores why content marketing is more important than ever now for B2B brands, and shares three fine examples of B2B brands going beyond mere talk.

By providing ongoing value and propping up your brand values, you’ll see plenty of value in return, as Nick examines in detail here.

[bctt tweet=”“The challenges our world now faces with the coronavirus pandemic and social justice movement create a unique opportunity for B2B content marketing to make an impact.” — Nick Nelson @NickNelsonMN” username=”toprank”]

9. How Authentic Content Builds Brand Trust in Uncertain Times — Nick Nelson

Man Interacting via Virtual Meeting

Being there for your audience, and being real with them, presents a key opportunity to strengthen relationships during difficult times. In our ninth most popular content marketing post of the year, Nick shares how authentic content builds brand trust in uncertain times.

“Content marketing is inherently a long game, focused on building relationships first and foremost. Right now, the best way to pursue this goal is through authenticity and altruism, in the context of your business and its audience,” Nick observed.

[bctt tweet=”“There’s never been a better time to open up and share real, relatable stories. Everyone is going through something, and it can be comforting to learn how others are dealing with these unique circumstances.” — Nick Nelson @NickNelsonMN” username=”toprank”]

10. In Search of Trust: How Authentic Content Drives Customer Experience — Lee Odden

Authentic Content Customer Experience

In today’s uncertain digital world, how can B2B marketers double down on building trust with their customers? Rounding our our list of the top content marketing article of the years is Lee’s insightful look at how authentic content drives customer experience.

To help marketers better understand how brands are winning customer hearts, minds, and trust with authentic content experiences, Lee shares 5 important steps including:

  • Accelerating Internal Credibility
  • Doubling Down on Customer Activation
  • Working with External Influencers to Grow Brand Credibility
  • Creating a Content Collaboration Ecosystem
  • Optimizing Measurement to Customer ROI

[bctt tweet=”“If you want your content to be great, ask your customers to participate.” — Lee Odden @LeeOdden” username=”toprank”]

Thanks TopRank Marketing Writers & Readers

Thanks to all of our top content marketing authors for contributing these top 10 content marketing posts of 2020 — congratulations on making the list!

Additionally, we publish several marketing influencer lists every year, and we wanted to share them here as a helpful way to find and follow some of the leading digital marketing influencers:

Another helpful resource for B2B marketers to learn about crafting a successful B2B influencer marketing program is our recently-launched Inside Influence series, featuring interviews with top industry experts such as the latest episode with Tim Williams of Onalytica.

We published dozens of posts this year specifically about content marketing, and plan to bring you even more in 2021, so stay tuned for a new year of the latest helpful search industry research and insight.

Please let us know which content marketing topics and ideas you’d like to see us focus on for 2021 — we’d love to hear your suggestions. Feel free to leave those thoughts in the comments section below.

Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

The post Best of B2B Marketing: Get Inspired for 2021 with These Top 10 Content Marketing Posts appeared first on B2B Marketing Blog – TopRank®.

Thank you for reading.

28 B2B Marketing Insights To Energize & Humanize Your 2021

This may be of some interest.

Colorful running shoes, water bottle, and headphones image.

Colorful running shoes, water bottle, and headphones image.

What will successful B2B marketing look like in a post-pandemic world, and what can we as marketers do today to be as ready as possible?

Here are 28 quotes from some of the best in the B2B marketing business, taken from our two seasons of Break Free B2B Marketing video interview episodes, that will help keep your efforts on track, energized, and filled with the subtle humanizing elements sometimes neglected in the B2B landscape.

Keep posted for the launch of an all-new season three of Break Free B2B Marketing video interviews, and now let’s dig right in with an array of B2B marketing insights to help you prepare for a successful 2021.

1 — Hal Werner of Mitel

Hal Werner
Global Manager of Digital Marketing and Strategy
Mitel

Break Free B2B Interview with Hal Werner of Mitel

“If you want to create a piece of content about a topic, but you can’t create the best one, why are you creating it? If you don’t truly believe that you can outdo your competitors in the space for that function, then what are you wasting your time on?”

“Whether you earn it or whether it’s paid for, you’re going to need more voices putting out there what you’re about so that not only people see you, but you begin to be associated with that thing at a critical mass.”

[bctt tweet=”“If you want to create a piece of content about a topic, but you can’t create the best one, why are you creating it?” @halwerner” username=”toprank”]

Watch our full interview with Hal in “Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics.”

2 — Stephanie Stahl of Content Marketing Institute

Stephanie Stahl
General Manager
Content Marketing Institute

Break Free B2B Interview with Stephanie Stahl

“As content creators, sometimes we try to do everything that we possibly can on every channel. I think it’s important for content teams and marketing teams to go back and say, ‘What do we need to stop doing? What are we doing that really isn’t giving us the result that we’d like? And how can we then focus more on the things that are working?’ So ask yourselves, ‘What can we stop doing today, so we have more time to do the things we’re really good at?’”

[bctt tweet=”“It’s important for content and marketing teams to go back and say, ‘What do we need to stop doing? What are we doing that isn’t giving us the result we’d like? How can we then focus more on the things that are working?’” @EditorStahl” username=”toprank”]

Watch our full interview with Stephanie in “Break Free B2B Series: CMI’s Stephanie Stahl on Data-Driven Event Planning and Promotion.”

3 — Jon Miller of Demandbase

Jon Miller
Chief Product Officer
Demandbase

Jon Miller

“The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective. What marketers need to think about is, how do I orchestrate multiple channels together?”

[bctt tweet=”“The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective. What marketers need to think about is, how do I orchestrate multiple channels together?” @jonmiller” username=”toprank”]

Watch our full interview with Jon in “Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their ‘Ship’ Together.”

4 — Adi Bachar-Reske of 20x

Adi Bachar-Reske
Founder and CMO
20x

Break Free B2B Interview with Adi Bachar-Reske

“These days, the way you build the trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and your digital presence.”

[bctt tweet=”“The way you build the trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and digital presence.” @AdiBacharReske” username=”toprank”]

Watch our full interview with Adi in “Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing.”

5 — Emily Thompson of EST Creative

Emily Thompson
Owner
EST Creative

Break Free B2B Interview with Emily Thompson

“When an organization can deliver strong content that helps inform people, it only builds that trust. Ultimately, people just want information that’s helpful to them. Especially with digital, it’s very easy today to try a new type of message, or a new way of communicating to someone. Let’s say you never blogged before, why not try a blog? Let’s say you never did email marketing, why not try it? Or a new type of message? The worst that can happen is you measure it, you learn from it, and you try something new.”

[bctt tweet=”“When an organization can deliver strong content that helps inform people, it only builds that trust. Ultimately, people just want information that’s helpful to them.” @BosCreativeCopy” username=”toprank”]

Watch our full interview with Emily in “Break Free B2B Series: Emily Thompson on the Power of Content Marketing in Health Care.”

6 — Margaret Magnarelli of Morgan Stanley

Margaret Magnarelli
Executive Director of Digital Product Evolution and Growth Marketing
Morgan Stanley

Break Free B2B Interview with Margaret Magnarelli

“We have to be able to give our customers as much information as we can, and take them as close to the line of purchase — to the experience of purchase — as we can.”

“People can see through fake attempts to build trust. It’s hard for consumers to just believe a brand when they say they can do a thing. So if you have other people who say you can do a thing and you can do it well, and they can be your advocates, that’s really powerful.”

[bctt tweet=”“It’s hard for consumers to just believe a brand when they say they can do a thing. So if you have other people who say you can do a thing and you can do it well, and they can be your advocates, that’s really powerful.” @mmagnarelli” username=”toprank”]

Watch our full interview with Margaret in “Break Free B2B Series: Margaret Magnarelli on the Psychology of Trust for Better Content Marketing.”

7 — Gary Gerber of nClouds

Gary Gerber
Head of Product Marketing
nClouds

Gary Gerber

“It’s about building a relationship that’s built on trust, not on hype. If you’ve built that trust and you’re adding that value to them that they trust you’re interested in their success, and you’re providing information and content and messaging and whatever it is, that will help them be successful.”

[bctt tweet=”“It’s about building a relationship that’s built on trust, not on hype.” @Gary_Gerber” username=”toprank”]

Watch our full interview with Gary in “Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus.”

8 — Kelvin Gee of Oracle

Kelvin Gee
Senior Director, Modern Marketing Business Transformation
Oracle*

Kelvin Gee Break Free B2B Image

“We believe that data is the future of B2B marketing. If the goal is to deliver a better customer experience, you’ve got to break down those data silos.”

“Once you consolidate all your data silos onto one bed, so to speak — in this case a customer intelligence platform or customer data platform or whatever you want to use — once you combine all that data, that’s when you start to see all the insights of your customers. All marketers should have empathy. What drives customer-centricity is empathy.”

[bctt tweet=”“We believe that data is the future of B2B marketing. If the goal is to deliver a better customer experience, you’ve got to break down those data silos.” @kgee” username=”toprank”]

Watch our full interview with Kelvin in “Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM.”

9 — Danny Nail of Microsoft

Danny Nail
Account Based Engagement
Microsoft

Danny Nail

“Historically, marketing and sales have kind of been at odds a bit, which is unfortunate, but ABM brings the two together. The key to that is understanding the sales cycle, and understanding how sellers think and what they’re up against. The continuum should be from target account marketing, to ABM, to one-to-one ABM, all the way across that scale.”

“You have to let go of templatized, old ideas. You have to break free of thinking about things the way we’ve always thought about them, and start really digging into how you can change what you’re doing and make it more efficient, more effective, but be creative about that.”

[bctt tweet=”“You have to let go of templatized old ideas to break free of thinking about things the way we’ve always thought about them and start digging into how you can change what you’re doing and make it more efficient and effective.” @DannyNail” username=”toprank”]

Watch our full interview with Danny in “Break Free B2B Marketing: Danny Nail of SAP on Creating a Global ABM Platform.”

10 — Julie Brown of Johnson Controls

Julie Brown
Institutional Market Leader
Johnson Controls

“It really starts with understanding what customer needs are — where are their pain points — are there new and creative ways that we can help address those needs and pain points?”

[bctt tweet=”“It really starts with understanding what customer needs are — where are their pain points — are there new and creative ways that we can help address those needs and pain points?” — Julie Brown” username=”toprank”]

Watch our full interview with Julie in “Break Free B2B Marketing: Julie Brown of Johnson Controls on Proving the EBIT of Your Marketing.”

11 — Andre Ortolon of Dell Outlet

Andre Ortolon
eCommerce and Marketing Manager
Dell Outlet*

Break Free B2B Andre Ortolon of Dell Outlet Image

“There’s so much data out there. We’re so busy with emails and meetings that you can really get stuck in a rut and forget to take the time to step back and look at the bigger picture.”

“You also have to take stock sometimes and really look at your overall process, you can’t always be in the execution mode, you have to look at end to end, the processes and making sure that you’re developing kind of a holistic approach and not just selling a unit. You’ve got to think about your strategy and make sure you’re still aligned with that in what you’re doing day to day.”

[bctt tweet=”“There’s so much data out there. We’re so busy with emails and meetings that you can really get stuck in a rut and forget to take the time to step back and look at the bigger picture.” — Andre Ortolon” username=”toprank”]

Watch our full interview with Andre in “Break Free B2B Marketing: Dell Outlet’s Andre Ortolon on Microinfluencers for Hyper-Relevant Content.”

12 — Amanda Todorovich of Cleveland Clinic

Amanda Todorovich
Senior Director of Digital Marketing Health Content
Cleveland Clinic.

“I think it’s really important content marketing is not a campaign, it’s not a project, it’s not a one-off. We like to talk about our content channels and process like products, you know, you really need to invest in them. It’s a long-term strategy. It’s something that you really have to think about how you build a long-term committed relationship with that user – it’s not a one-and-done. There’s never really an end to it. It’s continuous and iterative.”

[bctt tweet=”“You really have to think about how you build a long-term committed relationship with the user – it’s not a one-and-done. There’s never really an end to it. It’s continuous and iterative.” @amandatodo” username=”toprank”]

Watch our full interview with Amanda in “Break Free B2B Series: Amanda Todorovich on Creating Content that Pays Off.”

13 — Amisha Gandhi of SAP Ariba

Amisha Gandhi
Vice President of Influencer Marketing and Communications
SAP Ariba*

Break Free B2B Interview with Amisha Gandhi

“Do not just start calling influencers and say, ‘I’m doing this campaign, do you want to be a part of it?’ and be very prescriptive. You want to invite people to be in your program first and then do some brainstorming with them and see what they like, how they like to interact or what they like to do for companies.”

[bctt tweet=”“You want to invite people to be in your program first and then do some brainstorming with them and see what they like, how they like to interact or what they like to do for companies.” @AmishaGandhi” username=”toprank”]

Watch our full interview with Amisha in “Break Free B2B Series: Amisha Gandhi on Global B2B Influencer Marketing.”

14 — Brody Dorland of DivvyHQ

Brody Dorland
Co-Founder
DivvyHQ

An Interview with Brody Dorland of DivvyHQ

“The holistic content marketing world, which is non-campaign focused, continues to proliferate. It’s going to get better, but most agencies out there are still so campaign focused — that’s what they’ve been doing for decades. Getting out of that mindset, even from a logistics standpoint, is harder for an agency to do. Not to say that agencies can’t continually be involved in longer-term content marketing engagements, but it’s just it’s a different beast, a different animal than the typical world that they’ve been in for decades.”

[bctt tweet=”“Most agencies out there are still so campaign focused —that’s what they’ve been doing for decades. Getting out of that mindset, even from a logistics standpoint, is harder for an agency to do.” @brodydorland” username=”toprank”]

Watch our full interview with Brody in “Break Free B2B Series: Brody Dorland on Creating Long-Lasting Content Marketing Strategy.”

15 — Clare Carr of Chief

Clare Carr
Vice President of Marketing
Chief

TopRank Marketing Interviews Clare Carr, VP of Marketing at Chief

“It takes a human element that cannot be taken out of this equation. If you can make data something that people associate with you, they trust you more, you can connect with them more, and you can tell better stories. All those things you want as a content marketer, as a B2B marketer, data can actually do for you. It’s not just good writing, good storytelling, and good creative anymore.”

[bctt tweet=”“All those things you want as a content marketer, as a B2B marketer, data can actually do for you. It’s not just good writing, good storytelling, and good creative anymore.” @clareondrey” username=”toprank”]

Watch our full interview with Clare in “Break Free B2B Series: Clare Carr on Using Data to Drive Content Marketing Success.”

16 — Janine Wegner of Dell Technologies

Janine Wegner
Global Thought Leadership Program and Activation Manager
Dell Technologies*

Break Free B2B Marketing Interview with Janine Wenger of Dell Technologies

“What’s the customer journey? And what are the content pieces we want to develop? And what are the voices we want to have in each of them, and how to then activate and amplify those?”

[bctt tweet=”“What are the content pieces we want to develop? What are the voices we want to have in each of them, and how to then activate and amplify those?” @JanineWegner” username=”toprank”]

Watch our full interview with Janine in “Break Free B2B Series: Janine Wegner on Building Brand Thought Leadership With the Help of Influencers,” and in our Inside Influence series with “Inside Influence: Janine Wegner from Dell on Thought Leadership and Influencer Relations.”

17 — John Joyce of Brennan Industries

John Joyce
Global Marketing Director
Brennan Industries

“We try to do mainly two things: build trust and also provide value. We want them to trust this and to think of us as the place to go that provides value from the very beginning of the relationship, from the first time they go to the website – oh yeah, this is really good. It’s providing me the answers to my questions and knowledge I need, it’s saving me money”

[bctt tweet=”“We try to do mainly two things: build trust and also provide value. It’s providing me the answers to my questions and the knowledge I need, and saving me money.” @mrjohnjoyce” username=”toprank”]

Watch our full interview with John in “Break Free B2B Series: John Joyce on Taking B2B Content Marketing Back 2 Basics.”

18 — Judy Tian of LinkedIn

Judy Tian
Marketing Manager
LinkedIn*

“Relevancy and engagement are what’s important. Are the influencers actually experts in the areas you want to talk about? And are they going to have credibility with their end users? And then are they going to shed credibility onto your brand as a result?”

[bctt tweet=”“Relevancy and engagement are what’s important. Are the influencers actually experts in the areas you want to talk about? And are they going to have credibility with their end users?” @judytian07″ username=”toprank”]

Watch our full interview with Judy in “Break Free B2B Series: Judy Tian on Humanizing B2B Through Influencer Marketing.”

19 — Maliha Aqeel of Fix Network World

Maliha Aqeel
Director of Global Communications
Fix Network World

Maliha Aqeel

“Focus on culture. There’s still a misconception that culture is about only HR. But culture is something that’s pervasive throughout the organization, and why we choose to work somewhere, why we choose to engage with the brand.”

[bctt tweet=”“There’s still a misconception that culture is about only HR. Culture is something that’s pervasive throughout the organization, and why we choose to work somewhere, why we choose to engage with a brand.” @MalihaQ” username=”toprank”]

Watch our full interview with Maliha in “Break Free B2B Series: Maliha Aqeel on How to Ace B2B Company Culture.”

20 — Tom Treanor of Arm Treasure Data

Tom Treanor
CMO
Arm Treasure Data*

Tom Treanor

“You can’t solve personalization before you solve customer understanding. At the top of the funnel, keep it very basic and personalize at a high level.”

[bctt tweet=”“You can’t solve personalization before you solve customer understanding. At the top of the funnel, keep it very basic and personalize at a high level.” @RtMixMktg” username=”toprank”]

Watch our full interview with Tom in “Break Free B2B Series: Tom Treanor on Perfecting B2B Marketing Personalization.”

21 — Zari Venhaus of Eaton

Zari Venhaus
Director of Corporate Marketing Communications
Eaton

Break Free B2B Marketing Interview with Zari Venhaus

“I see the IT space and the marketing space are starting to come together so much more — particularly when you think about martech. We learned that it wasn’t enough to just be marketing coming to IT with an answer. We really needed to involve our IT partners upfront in the process.”

[bctt tweet=”“The IT space and the marketing space are starting to come together so much more — particularly when you think about martech.” @zvenhaus” username=”toprank”]

Watch our full interview with Zari in “Break Free B2B Series: Zari Venhaus on How to Scoot Your Way to Martech Transformation Through Storytelling.”

22 — Adam Dunn, Oscar-Winning VFX Editor

Adam Dunn
Oscar-winning VFX Editor
Evil Ice Cream Productions

Break Free B2B Interview with Adam Dunn

“Video marketing is intriguing, because it brings in real-life storytelling. The biggest factor in successful video content is cohesiveness of vision.”

[bctt tweet=”“Video marketing is intriguing, because it brings in real-life storytelling. The biggest factor in successful video content is cohesiveness of vision.” @adamjdunn” username=”toprank”]

Watch our full interview with Adam in “Break Free B2B Series: Adam Dunn on Creating Blockbuster Video Content in B2B.”

23 — Carol-Lyn Jardine of Alteryx

Carol-Lyn Jardine
Vice President of Marketing Operations and Productivity
Alteryx

Carol-Lyn Jardine

“Assume good intent from the people around you as you’re going through change behaviors.”

[bctt tweet=”“Assume good intent from the people around you as you’re going through change behaviors.” @cljardine” username=”toprank”]

Watch our full interview with Carol-Lyn in “Break Free B2B Series: Carol-Lyn Jardine and Heather Hurst on Effectively Managing Change in B2B Marketing.”

24 — Sruthi Kumar of Sendoso

Sruthi Kumar
Associate Director of Field and Partner Marketing
Sendoso

Sruthi Kumar

“It’s about bringing all the channels together to create that seamless experience for the end user, and that person who you want to book a meeting with or have a signed contract with or whatever else you need from them. I think it’s just about being okay with being yourself and incorporating that into your whole corporate brand.”

[bctt tweet=”“It’s about bringing all the channels together to create that seamless experience for the end user, and that person who you want to book a meeting with or have a signed contract with or whatever else you need from them.” @sruthikkumar” username=”toprank”]

Watch our full interview with Sruthi in “Break Free B2B Marketing: Sruthi Kumar on Creating Memorable Experiences.”

25 — Latané Conant of 6sense

Latane Conant
Chief Market Officer
6sense

Latane Conant

“You look at the tools that we have at our disposal as CMOs, and it’s sort of like we are a Model T trying to get to the moon. I think the challenge that we have is only 13 percent of sales and marketing teams have any confidence in their data.”

[bctt tweet=”“You look at the tools that we have at our disposal as CMOs, and it’s sort of like we are a Model T trying to get to the moon.” @LataneConant” username=”toprank”]

Watch our full interview with Latane in “Break Free B2B Marketing: Latane Conant of 6sense on Reinventing the CMO Role.”

26 — Mark Bornstein of ON24

Mark Bornstein
Vice President of Marketing
ON24

Break Free B2B Marketing Mark Bornstein Image

“It’s the experience you give, it’s the way you’re able to connect and interact with audiences that matters. Because that’s where you’re going to get the real data. That’s where you’re going to learn a lot about them. You want to create an environment where people are doing stuff, and it’s a multi-touch content experience.”

“We need to find ways to get people who want our marketing to opt into our marketing. At a time when all of this digital noise is scaring them away. We need to bring them back in through more authentic, more human, more experiential marketing.”

[bctt tweet=”“We need to find ways to get people who want our marketing to opt in. At a time when all of this digital noise is scaring them away,  we need to bring them back in through more authentic, human, and experiential marketing.” @4markb” username=”toprank”]

Watch our full interview with Mark in “Break Free B2B Marketing: “Webinerd” Mark Bornstein of ON24 on Dialing In Digital Experiences.”

27 — Sofia O’Malley of Dell Technologies

Sofia O’Malley
Global Marketing Director
Dell Technologies*

Sofia O’Malley

“You really have to be cognizant of what is unique to each market. What’s the consumer behavior? Or what’s the consumer expectation within a given market or appetite for a type of execution. Be very much aware of the environment and the key nuances that are needed to effectively drive marketing in a region.”

[bctt tweet=”“You really have to be cognizant of what is unique to each market. What’s the consumer behavior? Or what’s the consumer expectation within a given market or appetite for a type of execution.” — Sofia O’Malley” username=”toprank”]

Watch our full interview with Sofia in “Break Free B2B Marketing: Sofia O’Malley of Dell Outlet on Creating a Global B2B & B2C Marketing Team.”

28 — Sean Crowley of Dun & Bradstreet

Sean Crowley
Leader of Integrated Marketing and Sales and Marketing Solutions
Dun & Bradstreet

Break Free B2B Sean Crowley Image

“When you look at being able to bring people together, it’s about creating a common message, a common purpose, and a common effort with everything that you do and how you go to market. Ensure that you have consistency of messaging to a target persona and target audience, regardless of what channel they’re choosing to interact with you on.”

“The balance of power of information has shifted from the vendors to the consumers, to the buyers, and they can now go and search for information much more readily — much more freely — and they want that choice of how and when they choose to interact with you.”

[bctt tweet=”“When you look at being able to bring people together, it’s about creating a common message, a common purpose, and a common effort with everything that you do and how you go to market.” @seantcrowley” username=”toprank”]

Watch our full interview with Sean in “Break Free B2B Marketing: Sean Crowley of Dun & Bradstreet on Cracking the Alignment Code.”

Embrace An Energized 2021 B2B Marketing Landscape

via GIPHY

Use the energizing advice we’ve highlighted here from 28 B2B marketing innovators to spark your own marketing ideas that will take you to electrifying new heights in 2021 and beyond.

One powerful way to combine many of these energizing marketing elements is by harnessing the power of B2B influencer marketing, as we outline in our groundbreaking 2020 State of B2B Influencer Marketing Report, featuring insights from hundreds of marketers surveyed as well as expert analysis by the TopRank Marketing team and contributions from top B2B influencer marketing professionals from SAP, LinkedIn, AT&T Business, Adobe, Traackr, IBM, Dell, Cherwell Software, monday.com and more.

Contact us to find out why TopRank Marketing is the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report, and discover how we can help create award-winning marketing for you.

* Oracle, Dell Outlet, SAP Ariba, Dell Technologies, LinkedIn, Arm Treasure Data, are TopRank Marketing clients.

The post 28 B2B Marketing Insights To Energize & Humanize Your 2021 appeared first on B2B Marketing Blog – TopRank®.

Thank you for reading.

50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld

This may be of some interest.

2020 CMWorld 50 Content Marketing Influencers

2020 CMWorld 50 Content Marketing Influencers

The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world’s strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual.

Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.

A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked according to their social influence, a helpful compilation derived from the hundreds of excellent #CMWorld 2020 speakers.

List Methodology: For this list we utilize the Traackr influencer marketing platform to filter the content marketing experts who are speaking at the current year’s Content Marketing World conference using a large number of criteria including the relevance of the individuals to the topic, the degree to which their networks engage, the size of their networks, and other factors. Online data is pulled from blogs, Twitter, Facebook, YouTube, Instagram, LinkedIn and other platforms.

The focus topic in question is most definitely “content marketing,” and everyone included on this list is:

  • A speaker at #CMWorld 2020
  • Ranked in the top-50 for “content marketing” according to relevance, resonance, reach and audience metrics

CMWorld 2019 Influencer network

People always thank me for including them in these lists and there’s no thanks to be given other than to the people who worked hard sharing useful knowledge about content marketing to their social channels, in blogs, videos, podcasts, and online in general.

Many thanks go to all the people who are actively sharing knowledge about content marketing by engaging and helping others with helpful opinions, insights and expertise on the social web. This list is only a starting point to help expand your content marketing universe.

In this year’s list there are familiar faces and quite a few new entries. We plan to learn new lessons from these 50 content marketing influencers and hope you’ll do the same throughout the rest of the year and into 2021 and beyond.

50 Content Marketing Influencers Speaking at CMWorld 2020

JuliaMcCoy

Julia McCoy @JuliaEMcCoy
CEO, Express Writers
Presenting: How to Build an Online Audience Through Powerful, Consistent Search Optimized Content Creation

ChrisPenn

Christopher Penn @cspenn
Co-Founder & Chief Data Scientist, Trust Insights
Presenting: Practical Applications of AI in Content Marketing

LeeOdden

Lee Odden @leeodden
CEO, TopRank Marketing
Presenting: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands

MichaelBrenner

Michael Brenner @BrennerMichael
Content Marketing Agency CEO & CMO Influencer, Marketing Insider Group
Presenting: Content Optimization & Distribution Strategies – Mapping Content to the Buyer Journey (and ROI)

Pam Didner

Pam Didner @PamDidner
Author, Founder & VP of Marketing, Effective Sales Enablement
Presenting: 3 Trends You Can’t Ignore As a Content Marketer
Presenting: Ask Me Anything With Pam Dinner

ChristophTrappe

Christoph Trappe @CTrappe
Chief Content & Marketing Officer, The Authentic Storytelling Project
Presenting: How to Make Sure Your Company Ranks in Voice Search

Ann-Handley

Ann Handley @MarketingProfs
Chief Content Officer, MarketingProfs
Presenting: Ask Me Anything With Ann Handley
Presenting: Precedented: 5 Principles of the Last Chaotic 10 Months That Are the Very Key to Content Marketing Success in the Next 10 Years

Viveka-Von-Rosen

Viveka Von Rosen @LinkedInExpert
Co-Founder & Chief Visibility Officer, Vengreso
Presenting: Ask Me Anything With Viveka von Rosen
Presenting: Why Your B2B Sales Force Should Be Your Greatest Content Distribution Channel

Bernie Borges

Bernie Borges @bernieborges
Chief Customer Officer, Vengreso
Presenting: How to Develop an Account Based Podcasting Content Plan that Drives Revenue

RobertRose

Robert Rose @Robert_Rose
Chief Strategy Advisor, Content Marketing Institute
Presenting: Architecting Desire: A New Strategy for Content Marketing for the Next Ten Years
Presenting: Ask Me Anything With Robert Rose
Presenting: Content Marketing 101 – Let’s Begin
Presenting: Content Marketing Strategy For Agencies – How To Create, As Well as Deliver, Content Marketing Strategy To Clients
Presenting: Welcome to Content Marketing World 2020

Dennis Shiao

Dennis Shiao @dshiao
Marketing Consultant, Attention Retention
Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy

Erika Heald

Erika Heald @SFerika
Marketing Consultant, Erika Heald Consulting
Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing

Melanie-Deziel

Melanie Deziel @mdeziel
Chief Content Officer, StoryFuel
Presenting: Ask Me Anything With Melanie Deziel
Presenting: More Brain, Less Storm: The Power Of The Creative Process

Andrea-Fryrear

Andrea Fryrear @AndreaFryrear
Agile Marketing Coach & Trainer, Co-Founder, AgileSherpas
Presenting: Persistently Agile: Why the Key to High Performance Marketing Lies with People Not Projects

Jay-Baer

Jay Baer @jaybaer
Founder, Convince & Convert
Presenting: Ask Me Anything With Jay Baer
Presenting: Courageous Content: 6 Ways to Get Noticed Amidst the Noise

Jay Acunzo

Jay Acunzo @jayacunzo
Founder, Marketing Showrunners
Presenting: Start Here: How to Make Things that Make a Difference by Changing How You Begin

Andy-Crestodina

Andy Crestodina @crestodina
Co-Founder & CMO, Orbit Media Studios
Presenting: Google Analytics for Content Marketers: How to Optimize Content for Traffic and Conversions
Presenting: SEO Workshop

A. Lee Judge

A. Lee Judge @ALeeJudge
Co-Founder & CMO, Content Monsta
Presenting: Ask Me Anything With A. Lee Judge
Presenting: Be Content

JonathanCrossfield

Jonathan Crossfield @Kimota
Content Writer & Storyteller, Freelance
Presenting: Show Your Work: How to Become a Fact-Checking Pedant (and Why You Should)
Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs

Kathy-Klotz-Guest

Kathy Klotz-Guest @kathyklotzguest
Founder, Keeping It Human
Presenting: Fearless Content Teams: Creating a Safe Place for Unsafe Ideas

Joe Pulizzi

Joe Pulizzi @JoePulizzi
Founder, Content Marketing Institute
Presenting: Ask Me Anything With Joe Pulizzi
Presenting: Keynote – Where Do We Go from Here? Disney, Diversification & The New Marketing Business Model

Brian-Fanzo

Brian Fanzo @iSocialFanz
Virtual Keynote Speaker, iSocialFanz
Presenting: What Podcasting & TikTok Can Teach Us About Creating Empathetic Content!

Amy Balliett

Amy Balliett @AmyBalliett
Founder & CEO, Killer Visual Strategies
Presenting: Marketing to Gen V: Engaging the Visual Generation

RichSchwerin

Rich Schwerin @Greencognito
Senior Content Strategist, Autodesk
Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy

AmandaTodorovich

Amanda Todorovich @amandatodo
Senior Director of Digital Marketing & Health Content, Cleveland Clinic
Presenting: #CMWorld Cleveland Clinic Health Summit
Presenting: The Test of Time: Long-Term Success at the Cleveland Clinic

Zari-Venhaus

Zari Venhaus @zvenhaus
Director of Corporate Marketing Communications, Eaton
Presenting: Developing Global Content for Local Audiences

Amber-Naslund

Amber Naslund @AmberCadabra
Principal Consultant, Content Solutions, LinkedIn
Presenting: Digital Doubt: Fighting Imposter Syndrome in a Hyperconnected, Content-Saturated World

Luvvie-Ajayi-Jones

Luvvie Ajayi Jones @iLuvvit
New York Times Bestselling Author & CEO, AweLuv Inc.
Presenting: Keynote

Nancy-Harhut

Nancy Harhut @nharhut
Co-Founder & Chief Creative Officer, HBT Marketing
Presenting: 10 Human Behavior Hacks that Make Your Email Crazy Effective

Andrew Davis

Andrew Davis @DrewDavisHere
Keynote Speaker & Best-Selling Author, Monumental Shift
Presenting: Ask Me Anything With Andrew Davis
Presenting: Limit Less: How Successful Brands Increase Their Revenue, Generate More Leads, and Spread Their Message in a Crowded Marketplace

Cathy-McKnight

Cathy McKnight @cathymcknight
VP of Strategy & Consulting, The Content Advisory
Presenting: Learn How to Move from Mayhem to Momentum by Building a Content Strategy
Presenting: Technology Forum: From Figuring Out Your Audience to Gaining Market Share – A Tech Company’s Guide to Effective Content Marketing

Tamsen-Webster

Tamsen Webster @tamadear
Founder & Chief Message Strategist, Find The Red Thread
Presenting: Ask Me Anything With Tamsen Webster
Presenting: Pressure Test Your Message

Val-Swisher

Val Swisher @valswisher
Founder & CEO, Content Rules, Inc.
Presenting: The Personalization Paradox

Giselle-Abramovich

Giselle Abramovich @GAbramovich
Executive Editor of Enterprise Thought Leadershhip, Adobe
Presenting: Trade Secrets: How the World’s Most Successful Content Marketers Deliver Results

Tim-Riesterer

Tim Riesterer @TRiesterer
Chief Strategy Officer, Corporate Visions
Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers

Sydni-Craig-Hart

Sydni Craig Hart @SydniCraigHart
CEO, Smart Simple Marketing
Presenting: Ask Me Anything With Sydni Craig-Hart
Presenting: Compelling Multicultural Marketing: What You’re Missing, What’s Working Now and How to Get Results

Ardath Albee

Ardath Albee @ardath421
Interim VP of Marketing, Modus
Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers
Presenting: Take a Sales Enablement Approach to RevOps
Presenting: Use Serial Storytelling to Drive Demand for Complex Solutions

Liz-Willits

Liz Willits @lizwillits
Founder, Liz Willits
Presenting: Email Automation Crash Course: How to Create Emails People Want to Read

Zontee-Hou

Zontee Hou @ZonteeHou
Head of Strategy, Convince & Convert
Presenting: Financial Services Forum

Maureen-Jann

Maureen Jann @NeoLuxeMo
Chief Marketing Strategist, NeoLuxe Marketing
Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing
Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs

Doug-Kessler

Doug Kessler @dougkessler
Creative Director & Co-Founder, Velocity Partners Ltd
Presenting: Let’s Steal from The World’s Most Awesome Content

Jared-Johnson

Jared Johnson @jaredpiano
Founder & Content Producer, Shift.Health Network
Presenting: #CMWorld Cleveland Clinic Health Summit

Ashley-Zeckman

Ashley Zeckman @azeckman
Senior Director, Inprela Communications
Presenting: Staying Power: How Authentic Storytelling can Transform Your Marketing from One-Hit Wonder to Lasting-Legend

Ahava-Leibtag

Ahava Leibtag @ahaval
President, Aha Media Group
Presenting: Writing with No Respect: Find Out What it Means to Me

Christine-Michel-Carter

Christine Michel Carter @cmichelcarter
Strategy Consultant, Minority Woman Marketing LLC
Presenting: Ask Me Anything With Christine Carter
Presenting: Creating Authentic Content for a $1.5 Trillion Audience

Carmen-Hill

Carmen Hill @carmenhill
Principal Content Strategist & Writer, Chill Content
Presenting: Combining Story + Structure to Create a Sustainable Content Marketing Strategy

Laura-Ramos

Laura Ramos @lauraramos
VP & Principal Analyst, Forrester Research
Presenting: Drive Your Content Transformation From The Bottom Up

Shafqat-Islam

Shafqat Islam @shafqatislam
Co-Founder & CEO, NewsCred
Presenting: Ask Me Anything with Shafqat Islam & Alex Cheeseman
Presenting: Beyond Breaking the Rules: Why Connections in Marketing Matter More Than Ever

Jennifer-Jordan-Robustell

Jennifer Jordan Robustelli @jenastelli
VP & Head of Content, USA, Babbel
Presenting: Flood The Zone! A New System For Creating Compelling Social Video

Jacquie-Chakirelis

Jacquie Chakirelis @JacquieChak
Director of Digital Strategy, Quest Digital
Presenting:

Even the best statistical analysis, no matter how deep and well-researched, can only take you so far in finding the people who you’ll consider the most helpful and influential in your daily professional marketing lives, which is why we’d love it if you’d please share the name of content marketers that influence you most in the comments section below.

To further your own content marketing expertise, here’s a bonus list of some of our best recent posts about content marketing:

If you’d like to learn more about creating a successful B2B influencer marketing campaign, you’re in luck! Our CEO Lee Odden will be presenting at Content Marketing World on the topic. Here are the details:

Tuesday, October 13th – 4:00pm – 4:30pm Eastern
Workshop with Lee Odden & Ursula Ringham, Global Head of Influencer Marketing at SAP
Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands

We hope to see you virtually at the Content Marketing World conference, and be sure to follow us on Twitter at @toprank for real time updates during the conference.

The post 50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld appeared first on Online Marketing Blog – TopRank®.

Thank you for reading.

Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube

This may be of some interest.

Smiling man against a creative colorful background image.

Smiling man against a creative colorful background image.

What’s new at YouTube, and how are B2B marketers using the world’s largest video platform in creative and engaging campaigns?

Let’s take a look!

Google’s omnipresent YouTube brought in revenue of over $15 billion in 2019, has over two billion monthly active users (MAUs), and by some estimates is considered as the world’s number two search engine, making it nearly inescapable for B2B marketers seeking to host and promote video content. While not necessarily out of this world, YouTube’s orbit casts a wide swath in the B2B marketing universe.

Planets VisualCapitalist Image

During the pandemic, video and webinar content has seen the largest increase in views according to recently-released PathFactory survey data, leading the Association of National Advertisers (ANA) to suggest that “Now Is the Time for B2B Content.”

64 percent of B2B buyers have increased their use of online video during the pandemic, according to newly-released report data from Google and Ipsos, which has also showed a whopping 88 percent increase in the usage of digital marketing overall.

Think With Google Chart

Another study by MediaPost and Bombora also saw increased interest in video during the global health crisis — a move that’s not surprising considering the power of video to drive authentic engagement in as little time as possible, as we’ll see in our five examples from B2B firms using YouTube in creative ways. First, however, let’s look into the latest news surrounding YouTube.

What’s New At YouTube?

YouTube just launched a beta trial of its new YouTube Shorts 15-second vertical video creation function — presently only for users in India with a global rollout planned — joining Instagram’s recent test of its similar Instagram Reels capability.

YouTube Shorts Image

These short video features squarely spring from the popularity of TikTok, and have come at a time when the beleaguered company — now sought for acquisition by Oracle* — has faced significant challenges with its U.S. operations. Oracle’s proposed deal with TikTok — owned by ByteDance, its parent company in China — has met with initial approval by some advertisers.

Oracle, which has recently forged partnerships with firms including Zoom, may at first seem like an odd fit for the acquisition of an app dedicated to short-form video creation and sharing, however should it succeed in controlling TikTok’s U.S. operations it would undoubtedly lend a significant infusion of enterprise-level business exposure.

That could pave the way for increased B2B use of the type of short videos that can be created with TikTok, Instagram Reels, and YouTube Shorts, and with ever-more content being viewed on smartphones, vertical video undoubtedly has a massive audience.

YouTube — which said that its Shorts feature provides a way to “discover, watch and create short, vertical videos on the YouTube app.” — has allowed users worldwide to upload short vertical video using the #Shorts hashtag, which will feature Shorts videos on YouTube’s coveted homepage.

YouTube Shorts video can include music and feature multiple segments and playback speeds, along with timers for recording hands-free video, the firm said.

The rise of vertical video brought on by TikTok and now Instagram and YouTube may end up making the format another standard digital asset for B2B marketing design teams, with its own strengths in areas such as mobile, and weaknesses in others such as display on traditional desktop and non-smartphone devices.

On the advertising front, YouTube is planning to launch engaged-view conversions (EVC) metrics by the end of the year, bringing data on viewers who watch at least 10 seconds of a video ad and subsequently click away, yet nonetheless end up converting within a set number of days, YouTube recently noted.

“By the end of the year, we will make engaged-view conversions a standard way of measuring conversions for TrueView skippable in-stream ads, local campaigns and app campaigns,” Nicky Rettke, YouTube director and product manager of YouTube Ads, explained in a recent post on the Google Ads & Commerce Blog.

On the live-streaming front, YouTube has continued to embrace the multi-billion dollar esports vertical —  which is comprised of more than 400 million players globally — offering a number of advertising opportunities for certain B2B brands.

Whether 2021 will see more B2B brands sponsoring esports players or events remains to be seen, however B2B marketers may be taking a closer look at opportunities in esports, as Rosalyn Page recently examined in “What Brands Need to Know about Esports.”

Live-streaming has also gained momentum in the relatively new area of streaming e-commerce, backed by firms including Amazon, and as Bloomberg News recently reported, the practice is expected to generate more than $100 billion in global sales in 2020.

While more video is being watched than ever due to the pandemic, a significant amount of video seen on social media timelines is viewed with the sound turned off, making it more important than ever to ensure all video content has quality subtitling available along with a #Captioned hashtag.

A good resource for information about video captioning for YouTube and elsewhere is Meryl Evans, an acknowledged “#Captioned pusher” and a fellow former bulletin board system SysOp.

In B2B marketing, YouTube video content doesn’t necessarily always need to be traditional camera footage, as alternative formats such as animation are becoming easier to create than ever before, as Victor Blasco, chief executive of Yum Yum Videos recently explored in “Making Animated Marketing Videos That Engage Customers.”

Now let’s jump-cut to five recent examples of B2B marketers using YouTube to tell creative and engaging video stories.

1 — HP’s Dear Future Me

In more ways than one storytelling is truly at the heart of powerful marketing messages, as witnesses in spades in HP’s new “Dear Future Me” video campaign, which offers a heartwarming spin on the practice of writing a letter to your future self, chronicling the stories of six recent high school graduates who wrote themselves such letters six years ago, when they were in the sixth grade.

As part of the campaign, HP’s landing page for the initiative offers a downloadable PDF form where anyone can write their own letter, and incorporates a “We can’t wait to meet the future you” message to end the first of the two-part series of mini-documentary videos.

The second episode lets current sixth graders write letters to their future 2026 selves, and shows them telling their own stories centered around the challenges of the pandemic. “Just try to remember: if you got through this year, you can get through anything,” one student encourages her future self.

HP’s YouTube video descriptions for the series include handy links to the other video in the series, along with an extra link to subscribe to the firm’s channel — a simple yet often-overlooked practice that allows viewers who may have over years trained themselves to ignore YouTube’s own ubiquitous red “Subscribe” button.

2 — Adobe’s Honor Heroes

Adobe’s* “Honor Heroes” campaign, a collaborative global artistic effort to help support the battle against COVID-19, is centered around a single minute of video that has to date tallied nearly 3.5 million views.

During that one minute the work of artists and other creative people is shown, each piece inspired by the pandemic.

On Adobe’s YouTube channel the video’s description includes the campaign’s hashtag #HonorHeroes, and a link leading to a section of Adobe’s website with an image of each of the 116 people chosen as heroes, and a link to their respective Instagram profiles. The campaign’s video is also playable from the page.

Adobe ties the page into their own Instagram account as well, encouraging page visitors to see more about the heroes campaign using the same hashtag this time to link to their Instagram profile and specifically those posts utilizing the campaign hashtag — a technique that can be effectively used to move customers to content on various brand social media channels.

The campaign was also featured on the company’s blog, offering additional context about the campaign with insight from some of those involved, a donation link to the Direct Relief organization, and an embedded instance of the campaign’s YouTube video.

3 — Constant Contact’s Power Hour

Constant Contact regularly publishes video content to its YouTube channel — sometimes releasing up to 12 videos weekly — making it an important part of the firm’s social media efforts.

Recent videos have included answering frequent customer questions, spotlight videos on businesses using the platform, a “Pro Series Power Hour” featuring ABC’s Shark Tank star Kevin O’Leary, customer success stories, and a visual series dedicated to using various elements of the firm’s service.

For Kevin O’Leary’s video, Constant Contact has used a detailed description of the spot, with a link to learn more on their website’s blog along with links to five of the firm’s social media profiles.

4 — Deloitte’s A World Reimagined

In Deloitte’s “A World Reimagined: The 2020 Global Millennial Survey” video, the effects of the pandemic on young people in the millennial and Gen Z demographic are visualized and brought to life, highlighting their energy for building a better world.

In addition to watching the video, a micro-site for the campaign allows visitors to download the related report — which surveyed more than 18,000 millennials and Gen Zs across 43 countries — view a replay of the initial live-stream video event related to the effort, and offers an infographic for download and sharing.

The site also includes a Twitter stream of tweets centered around the campaign’s #MillennialSurvey hashtag.

Deloitte also successfully uses YouTube for its “Life at Deloitte” series of company culture videos, using storytelling to build empathy and trust, a tactic MarketingProfs explored recently in “Five Tips for Making Company-Culture Videos That Captivate Your Customers’ Hearts.”

5 — Ernst & Young’s Megatrends 2020 & Beyond

In its “EY Megatrends 2020 and Beyond” video, Ernst & Young looks ahead to future trends and their overall larger meaning — one of its numerous YouTube channel videos exploring the firm’s service offerings and helpful financial-related insight.

Ernst & Young also uses its YouTube profile to share how it has responded to COVID-19, to announce its world entrepreneur of the year, and to archive its live-streaming video from LinkedIn* Live.

Maliha Aqeel, director of global communications at Fix Network World and former assistant director of brand marketing and communications at Ernst & Young, sat down with our senior content marketing manager Joshua Nite to share a look at the role of B2B company culture in driving employee and customer satisfaction, in “Break Free B2B Series: Maliha Aqeel on How to Ace B2B Company Culture.”

[bctt tweet=”Marketers and communicators within organizations have to take the charge. Our job is to take all of those values and say, ‘Here’s how it could look. Here’s how the intangible becomes tangible.’ @MalihaQ on #CorporateCulture #BreakFreeB2B” username=”toprank”]

Snap A New B2B Take On Creative YouTube Marketing

via GIPHY

YouTube offers much more to marketers than simply being the default spot to host and play back video, with ample social features for B2B brands to highlight other channels to follow, threaded viewer commenting if wanted, the forthcoming YouTube Shorts format, an ever-increasing number of ad formats and placement options, and remains a powerful platform for B2B influencers to engage their audience.

We hope you’ve gained at least a few new ideas from looking at the latest news about YouTube, and that you’ll find inspiration from the five fine examples we’ve explored from HP, Adobe, Constant Contact, Deloitte, and Ernst & Young.

Video is only one facet of a well-rounded B2B marketing strategy, yet one that plays an important role in campaigns that attract, engage, and convert. Find out why firms including Adobe, LinkedIn, SAP, AT&T, Dell, 3M and others have chosen to work with TopRank Marketing — drop us a line.

* Oracle, Adobe, and LinkedIn are TopRank Marketing clients.

 

The post Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube appeared first on Online Marketing Blog – TopRank®.

Thank you for reading.

B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads

This may be of some interest.

2020 August 28 Pubmatic Chart

2020 August 28 Pubmatic Chart

The Majority of B2B CMOs Expect to Increase Their Spending on A Variety of Digital Channels Next Year
Nearly 69 percent of B2B marketing CMOs will increase digital advertising spending in 2021, including email and mobile marketing, paid search, website ads, organic SEO, and social media marketing, according to recently-released survey data from Gartner of interest to digital marketers. MarketingCharts

US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets
B2B firms will spend over $8 billion on digital advertising in 2020, a 22.6 percent increase from 2019’s total, according to newly-released forecast data, also showing that 43 percent of U.S. B2B marketers said they plan to reallocate live event spending to content creation. eMarketer

Engagement with sponsored influencer posts doubled during lockdowns
Between March and July 2020 sponsored influencer posts saw a five-fold increase in interactions, reaching 57 million in July, according to recently-released report data from Shareablee. Business of Apps

Enterprise CMO Survey: COVID-19’s Impact on Budgets and Tactics
61 percent of enterprise CMOs said they created special customer communication during the pandemic, topping the list of actions taken by large global firms, with 47 percent noting that they deployed customer sentiment tools, while 42 percent developed scenarios for planning purposes, according to recently-released survey data. MarketingProfs

Facebook launches a Shop tab in its app, just like Instagram
Facebook has rolled out a global test of its shopping feature — Facebook Shop — occupying its own new tab in the platform’s app, in a move aligning in-app purchasing features with those already present in its Instagram offering, the social media giant recently announced. The Verge

In-App Bidding Gathers Steam, But Adoption Looks Nothing Like Header Bidding On The Web
More digital advertisers who utilize mobile app ad buys are embracing real-time bidding programmatic-like auctions, according to MoPub, in a shift that could affect how marketers allocate spending. Ad Exchanger

2020 August 28 Statistics Image

Email Falls Behind WhatsApp As Customer Request Channel: Study
Small to medium size global businesses have seen rising use of digital communication channels during the pandemic, with use of WhatsApp rising some 76 percent, SMS text by 56 percent, and traditional email 10 percent, according to recently-released survey data of interest to online marketers. MediaPost

Which YouTube TrueView for Action Direct-Response Ads Are Tops So Far in 2020?
Google’s YouTube platform has released an algorithmic list of its top-performing ads that utilize the video giant’s TrueView for Action automated bidding system, YouTube recently announced. Adweek

U.S. Advertising Falls 14% In July, Most Moderate Rate Of Erosion Since March
The largest advertisers and digital media helped overall U.S. advertising spending tally its best month during July since the effects of the pandemic began, as April’s decrease of 35 percent in ad spending had fallen to 14 percent in July — two of several items of interest to digital marketing in newly-released report data. MediaPost

Mobile ad spend jumps 71% amid pandemic recovery
Spending on mobile advertising soared some 71 percent globally during the second quarter compared to 2019, with rates in the U.S. even higher at 77 percent, and a global increase of 8 percent over first-quarter mobile ad spending, according to recently-released study data. Mobile Marketer

ON THE LIGHTER SIDE:

2020 August 28 Marketoonist Comic

A lighthearted look at “business as usual” by Marketoonist Tom Fishburne — Marketoonist

Wendy’s Spices Up Other Brands’ Twitter Profile Pictures — AdWeek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Alcatel-Lucent Enterprise (ALE) / TopRank Marketing — 2020 Finalists and Winners – Content Marketing Awards — Content Marketing Awards
  • SAP — 3 Actionable Insights with… SAP global CMO Alicia Tillman — The Drum
  • Anne Leuman — What’s Trending: Make B2B Content More Memorable — LinkedIn (client)
  • TopRank Marketing — B2B Marketers Lend Their Support to Influencer Programs — New Horizons

Have you come across your own top marketing stories from the past week of news? Please let us know in the comments below.

Thank you for reading our weekly B2B marketing industry news, and we hope that you’ll return next Friday and tune in for another array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads appeared first on Online Marketing Blog – TopRank®.

Thank you for reading.

B2B Marketing News: Top B2B Strategies, 2021 Ad Market Recovery Forecast, Brands Spending More on Social, Facebook’s Giphy Buy Under Review

This may be of some interest.

2020 June 19 MarketingCharts Chart

2020 June 19 MarketingCharts Chart

B2B Wannabes: Most Brands Have A Customer-Centricity Gap, Study Finds
71 percent of B2B brands have digital experiences that don’t meet customer expectations and needs, while 82 percent have implemented a digital transformation project — two of several statistics of interest to digital marketers contained in recently-released study data. MediaPost

Global Advertising Market Expected to Recover in 2021
2021 will see global advertising recovering from losses brought about due to the ongoing pandemic, with 2 percent overall digital advertising growth forecast, and video growth predicted at 10 percent and social at 7 percent, according to newly-released report data from Magna Global. Adweek

AppsFlyer: App Retargeting Conversions Jumped During Coronavirus Lockdowns
Owned and paid re-targeting conversions rose by 31 percent and 35 percent respectively between February and April, illustrating how app installations climbed during the initial periods of the global health crisis, according to recently-released app re-targeting report data. Adweek

Businesses See Online Growth During Pandemic: Study
46 percent of businesses selling online have seen growth during the pandemic, with some 52 percent planning to spend more on social media and 64 percent expecting to increase speaking on their websites, according to recently-released survey data on interest to digital marketers. MediaPost

Facebook’s Acquisition of Giphy Is Under New Review
Facebook’s $400 million acquisition of animated GIF platform Giphy is under review by the U.K.’s antitrust authority, causing the social media giant to temporarily halt integration with Instagram during the antitrust inquiry. Adweek

Twitter’s Adding a New Prompt on Retweets When Users Haven’t Opened the Link
Twitter has begun efforts to make it more difficult for users to share links to content they haven’t read, implementing a test that prompts users when they retweet links they haven’t opened via Twitter — a shift that could impact how marketers use and measure campaigns on the platform. Social Media Today

2020 June 19 Statistics Image

Mobile game ad revenue jumps 59% during pandemic
Digital marketers have observed mobile game advertising revenue increases of 59 percent during the ongoing pandemic, accompanied by click-through rates (CTR) for mobile gaming ads that climbed by 34 percent during the period, according to recently-released report data. Mobile Marketer

Pinterest has begun testing a new version of stories, called Story Pins, with US creators
Pinterest has given some users a trial version of a new variety of story-format pins aimed at sharing ideas, with the Story Pin test also adding new editing, publishing, and video features,  the social platform recently announced. TechCrunch

Google’s New Head of Search – Prabhakar Raghavan
Recent Google head of search addition Prabhakar Raghavan is a long-time search industry professional, and Search Engine Journal takes a look at the new Google search lead and what he brings to the role. Search Engine Journal

What’s in B2B Marketers’ Strategic Plans This Year?
78 percent of B2B marketing professionals plan to use content marketing in their overall strategy for 2020, topping a list of recently-released survey data, followed by 77 percent who expect to use digital ads, PPC or re-targeting, 75 percent who plan to use email, and 71 percent to expect to use video. MarketingCharts

ON THE LIGHTER SIDE:

2020 June 19 Marketoonist Comic Image

A lighthearted look at “zoom fatigue” by Marketoonist Tom Fishburne — Marketoonist

Millennial Excited to Return to Pokémon Snap With Photography Degree Under His Belt — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — How YouTube Can Make Video Builder a More Useful Tool — Search Engine Journal
  • Lee Odden — Authors in Quarantine Getting Cocktails [Libsyn Podcast] — Libsyn

Do you have your own top B2B content marketing or digital advertising stories from the past week of news? Please let us know in the comments below.

Thanks for joining us, and we hope you’ll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post B2B Marketing News: Top B2B Strategies, 2021 Ad Market Recovery Forecast, Brands Spending More on Social, Facebook’s Giphy Buy Under Review appeared first on Online Marketing Blog – TopRank®.

Thank you for reading.