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The Business Case for Awesome B2B Content

Have you seen Everything Everywhere All at Once? It’s a must-watch for everyone, but especially B2B marketers.

The movie tells a simple story about healing generational trauma. But it does so using multiverse travel, kung fu fighting, a truckload of googly eyes, and much more.

Simply put, it’s awesome. You have to admire the bravery of both the filmmakers and the financiers, who read this script and went, “Yup, that seems reasonable.”

Marketers could use a healthy dose of that kind of courage. Awesome content doesn’t overwhelm the story you’re telling the audience — in fact, it makes your message more likely to stick.

The Business Case for Awesome B2B Content

Here are a few great examples of awesome B2B content smartly amplified to get amazing results. If you’re having trouble convincing the higher-ups that creative content makes good business sense, let these help you make the case.

Smartsheet’s Efforts Bear Fruit

Productivity solution Smartsheet partnered with TopRank Marketing to raise awareness of their platform’s Microsoft Teams integration. We settled on a campaign that would allow for amazing influencer content, stunning visuals, and a hook to get the audience involved in creating their own content.

The #FruitfulWork campaign started by categorizing work styles as five different types of fruit:

Image presenting five different types of fruit and personality traits associated with each

Then we asked productivity and collaboration experts to share their workstyle and how they collaborate best with other types. The result: fun, lively video and static content that people love to share.

Due to the awesomeness of this content, and the strategic influencer amplification we built in, this campaign saw:

- Over 10,000 pageviews on campaign content
- Benchmark-beating engagement on LinkedIn and Twitter
- A 30% increase in Microsoft Teams integration activation

MailChimp Mangles Its Own Name

What do you do when a podcast host mispronounces your company name in a paid ad? If you’re MailChimp, you lean into it with a creative campaign that revolves around words that kind of sound like your brand name.

The “Did you mean MailChimp” campaign pushed the boundaries of awesome, encompassing surreal short films, a bold new fashion statement, a snack food, a musical app, and more:

All of it was designed to get people talking about, and searching for, these strange word combinations (WhaleSynth? KaleLimp?). Thanks to some savvy SEO, each phrase would prompt Google to say, “Did you mean MailChimp?”

This campaign earned free press in everything from Rolling Stone magazine to Buzzfeed, ultimately garnering:

Twice the industry average for time per engagement
67 million organic searches
$3.25 million worth of earned media coverage

Mondi Brings in a Human Touch

How do you sell the virtue of physical media in a digital world? When their new graphic design paper, Pergraphica, struggled to find a market, Mondi faced that dilemma head on.

The “Catching Feels” campaign highlights how the experience of holding a tangible object can affect our emotions — in other words, how feeling leads to feelings.

The campaign included partnering with Adobe Stock to create a beautiful book of digital art made physical. The book featured six different artists, presenting not just their artwork but also the stories underlying each piece’s creation.

By combining wordplay, a beautiful physical object, and compelling stories, Mondi was able to realize a 35% increase in sales.

Demandbase Sees Heroic Engagement

Cloud-based marketing solution Demandbase wanted to make a big impression with their brand relaunch. They had partnered with three other martech solutions to create the ultimate Smarter GTM™ platform. Now, all they needed was a hero or two to grab the public’s attention.

TopRank Marketing worked with the brand to create an interactive, animated comic book based on the brand’s new mascot, DeeBee. Together, we recruited some of the giants of the industry to lend their advice — and be transformed into superheroes.

Demandbase comic preview

We supported the launch with blog and social first content from our influencers, as well as social images and pre-written messages to make sharing easy.

Once the project was launched, the larger marketing influencer community took notice. We saw organic re-sharing from 19 influencers who were not included in the asset, with a potential audience of over eight million.

This heroic tale of smarter marketing ultimately earned:

Over 13,000 views of the asset
8.4 million in potential reach
Pageviews at 800% of our benchmark

Awesome B2B Content Gets Results

There are many strategic and tactical elements that make for a successful piece of B2B content, of course. There’s influencer co-creation, paid and organic amplification, supporting content, and beyond. But all of that promotional effort works a whole lot better for content that is undeniably awesome.

It’s one thing to earn attention — anyone can shout, “Hey! Look over here!” It’s quite another to reward that attention in a way that sparks engagement and inspires re-sharing. That’s where awesome content comes in. In the all-out battle royale for audience attention, to the awesome go the spoils.

Want to up your awesomeness quotient? Let’s talk.

And seriously, go watch Everything Everywhere All At Once. Trust me.

The post The Business Case for Awesome B2B Content appeared first on B2B Marketing Blog – TopRank®.

May 28, 2022/by exposure

B2B Marketing News: Shifting B2B Buying Behavior, Rising Hybrid B2B Sales, MarTech Landscape Report, & LinkedIn’s Record Engagement

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B2B marketers adjust to shifts in buyer behavior
83 percent of B2B marketing leaders have said that brand purpose was important to new buyers, while meeting the challenges of changing buying behaviors was seen as the top priority in the next year — two of several findings of interest to B2B marketers contained in newly-released Forrester survey data. SmartBrief

The Video Content B2B Buyers Find Most Helpful
58 percent of B2B purchase decision makers pointed to learning about a product or service as the most helpful benefit of viewing video content, with 40 percent using videos to solve existing problems, and 36 percent using video to better understand a problem, according to recently-released B2B buyer video content study data. MarketingProfs

The future of B2B sales is hybrid [Report]
When it comes to hybrid selling in B2B industries, some 90 percent of enterprises have said that they plan to make the changes they implemented during the pandemic into ongoing practices, and over 90 percent viewed new hybrid sales models either as effective or more effective than methods used before the global health crisis — two of numerous statistics of interest to B2B marketers contained in newly-released report data. McKinsey & Company

LinkedIn Continues to See ‘Record Levels’ of Engagement, Revenue Up 34%
Microsoft’s latest quarterly report revealed that its LinkedIn professional social network had topped 810 million members, with the number of sessions expanding by 22 percent, accompanied by revenue that grew by 34 percent year-over-year and revenue topping $3.4 billion, Microsoft recently announced. Social Media Today

Why Brand-Creator Partnerships Are Prioritizing Expertise and Diversity Over Fame
22 percent of global marketing professionals have said that they have collaborated with authoritatives — industry experts who align with brand values — over the past year, while a growing number of marketers saw brand and influencer alignment as a top consideration, according to several recent studies, and Adweek takes a look. Adweek

How Are Marketers Putting Intent Data to Use?
When is comes to using intent data, delivering targeted advertising content was tops among marketers at 52 percent, while only 21 percent said that they use intent data for account-based programs, according to newly-released survey data of interest to B2B marketers. MarketingCharts

At Least 66.5% of Links to Sites in the Last 9 Years Are Dead
66.5 percent — or nearly 27 million current links — were no longer valid in a recent study examining some 175 million website links, with an even higher 74.5 percent considered lost when all factors were considered, according to newly-released link rot report data from Ahrefs. Ahrefs

Influencer Marketing Experts Pick Their Favorite Tools To Manage Their Programs
Dedicated influencer marketing tools, social platforms, and other technology tools were among those highlighted by B2B marketers as favorites, and Content Marketing Institute takes a look at the variety of choices available. Content Marketing Institute

[bctt tweet=”“LinkedIn is critical for anyone doing organic influencer marketing, especially in B2B. It’s key for every step in the process.” — Andy Crestodina @crestodina” username=”toprank”]

Rising podcast listenership draws advertising dollars
In the U.S. alone, advertisers are expected to see podcast spending that continues to increase at yearly double-digit rates, topping the $2 billion benchmark in 2023 and $3 billion by 2026, according to recently-released podcast ad spend forecast data . eMarketer

Marketing Technology Landscape 2022: search 9,932 solutions
The marketing technology product landscape has seen growth of over 6,500 percent since 2011, with the number of products currently available tallying some 10,000 — a 24 percent increase from 2020, and the recently-released annual Chief MarTech report examines 11 years of marketing technology product data. Chief MarTech

ON THE LIGHTER SIDE:

A lighthearted look at “walled gardens” by Marketoonist Tom Fishburne — Marketoonist

Mars Introduces New Crab-Stuffed M&M’s — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

Lee Odden — Lee Odden on Getting the Most Out of Influencer Marketing [Podcast / Video] — Oktopost
Lane R. Ellis — Video in content marketing, SaaS sales playbook, and volunteering for B2B marketers — Cronycle

Have you found your own favorite B2B marketing news for the week? If so, please don’t hesitate to let us know in the comments below.

Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll return next Friday for another array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Shifting B2B Buying Behavior, Rising Hybrid B2B Sales, MarTech Landscape Report, & LinkedIn’s Record Engagement appeared first on B2B Marketing Blog – TopRank®.

May 28, 2022/by exposure

B2B Marketing News: B2B’s Innovation Gap, Marketing Budgets Rise, New Trust Barometer Report, & Google Showing More FAQ Snippet Results

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The Growing Innovation Gap Is Costing B2B Brands
Despite 68 percent of B2B marketers noting that they considered themselves “advanced,” a mere four percent achieved scoring at that level, according to newly-released report data, also showing some of the reasons that fostering innovation can be more difficult for B2B marketers, creating an innovation gap. ANA

How Well Do B2B Firms Handle Routing Sales Leads? [Report]
Some 32 percent of B2B professionals said that greater automation was the lead management capability they most desired, while 60 percent noted that leads were occasionally assigned to the incorrect owner within their organization — two of several statistics of interest to B2B marketers contained within recently-published survey data. MarketingProfs

US Digital Ad Spend Grew Faster Last Year Than At Any Point in the Previous 15 Years
A 2021 rise of 35.4 percent in digital advertising spending from those seen in 2020 was the swiftest since 2006, with digital audio the top performer when it came to growth rate, while search remained the dominant digital ad format, garnering 41.4 percent of total digital ad revenues, according to newly-released report data. MarketingCharts

Gartner: Marketing budgets up, focused on hybrid channels
Organizations have dedicated an average of 9.5 percent of total company revenue to marketing budgets, a figure that was up significantly from the 6.4 percent rate observed in 2021, while average budgets remained behind pre-pandemic levels, according to recently-published CMO survey data. SmartBrief

Trust Barometer: Geopolitics Becomes Top Priority For Business [Edelman Trust Barometer]
59 percent of adults surveyed in 14 countries said that they wanted businesses to add geopolitical issues to their agendas, with CEOs being seen as the role expected to shape such issues, while journalists saw the biggest gains in trust, according to newly-released Edelman data of interest to B2B marketers. PRovoke Media

[bctt tweet=”“Great marketing isn’t about who arrives. It’s about who stays. No amount of awareness matters if you can’t earn affinity. This is a game of trust, and it’s a long one. Play it the right way, or not at all.” — Jay Acunzo @JayAcunzo” username=”toprank”]

How Are Execs Measuring UX? [Survey]
63 percent of digital experience professionals have said that customer satisfaction is tops when it comes to measuring user experience (UX) performance, with some 60 percent pointing to sales retention business metrics, and 51 percent identifying product or site analytics, according to recently-published survey data. MarketingCharts

Report: Google Showing More Search Results With FAQ Rich Results
Some 27 percent of Google search query results now feature Google’s frequently asked questions (FAQ) snippets, a figure that represents a five percent rise during less than a week, and could portend a push to even greater expansion of the FAQ-rich result format, new report data suggests. SEO Roundtable

Advertising Drove $7.1T In 2021 U.S. Sales, Ad Coalition Study Finds
Some 18.5 percent of the U.S. gross domestic product (GDP) can trace its roots from advertising, with $7.1 trillion in 2021 sales attributed to advertising, while also supporting 28.5 million jobs in the U.S., according to recently-released report data of interest to digital marketers. MediaPost

Meta’s Adding More Ad Targeting Information to its Ad Library Listings
Facebook parent firm Meta has made more targeted advertising information available via its Ad Library feature, with additional ad usage data that could help B2B marketers detect trends and conduct competitive analysis, Meta recently announced. Social Media Today

Advertising to Gen Z? Personalize it
81 percent of the Gen Z demographic have said that they liked personalized digital ads — an amount that was nearly double that noted by baby boomers, while a leading 43 percent of consumers said that being relatable was the top characteristic of a good ad — two of numerous findings of interest to digital marketers contained in newly-released survey data. SmartBrief

ON THE LIGHTER SIDE:

A lighthearted look at “False Choice Between Brand and Performance” by Marketoonist Tom Fishburne — Marketoonist

Man Paying $15 A Month For Streaming Service to Listen to Same Five Songs — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

Joshua Nite — This Week in Marketing: Content Marketing Evolution — LinkedIn (client)
TopRank Marketing — B2B Influencer Marketing – How to Embrace the Future — Marx Communications

Have you found your own favorite B2B marketing news for the week? If so, please don’t hesitate to let us know in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for another selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B’s Innovation Gap, Marketing Budgets Rise, New Trust Barometer Report, & Google Showing More FAQ Snippet Results appeared first on B2B Marketing Blog – TopRank®.

May 28, 2022/by exposure

Go All-In On Opportunity: What The Great Reshuffle Means For B2B Marketers

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What does the great reshuffle — the world’s pandemic-driven workforce shift — mean for B2B marketers, and how can you go all-in on its opportunities while meeting its challenges head on?

Nature more often than not seems to have an innate ability to accompany undeniable calamity with something positive, and indeed with the pandemic we’ve also gotten the great reshuffle — which may at first not seem like something entirely good, until we take a closer look.

Just as the creation of the web forced upheaval on the pre-web Internet, with each challenge came nearly boundless opportunity, and in some ways the great reshuffle is yet another offshoot of the changes the web itself has given to the world.

Despite the serious effect the great reshuffle has had on the B2B marketing world in the form of employee churn and hiring upheaval, in the long run the lasting changes it’s brought about are almost certain to create a better long-term global work environment.

As a remote worker for over 17 years, the shift from being in a rather rare work situation to having nearly the entire B2B marketing community joining the remote or hybrid workforce has been one I wouldn’t have predicted witnessing during my lifetime.

I do see a number of advantages, however, and let’s that a closer look at six long-term positive changes the great reshuffle can offer B2B marketing professionals.

1 — Greater Talent Pool For Employers

The past two years have seen more employers hiring from a greater global talent pool than ever, which has allowed increasing numbers of top B2B marketing professionals to join businesses that previously had to limit hiring to locals or woo talent to relocate.

This new worldwide process has also inherently highlighted those firms with trouble spots that end up driving talent away, while bringing to the forefront those that have embraced the new hybrid and remote work environment and the changes they have brought.

Brands have had to elevate their talent retention efforts in creative new ways to keep employees motivated and both professionally and personally fulfilled in the new global talent pool.

Employers that are able to attract and retain the best B2B marketing professionals have benefited from one of the unintended workforce byproducts of the great reshuffle.

2 — Wider Workforce Diversity

Wider workforce diversity has largely gone hand-in-hand with the greater talent pool of B2B marketing professionals, for those employers that have embraced the many proven benefits of having more diverse teams.

“While some might frame the great reshuffle as an upheaval, within this time of change exists an opportunity for organizations to capitalize on a broadening and diverse pool of talent,” Tequia Burt, editor in chief of the LinkedIn* Marketing Solutions Blog recently observed in “Attracting and Keeping Talent as Hybrid Working Becomes the Norm.”

Talent diversity enriches business for employers and employees alike, and in an increasingly digital-first B2B marketing environment — as we’ll explore — more customers than ever are letting brands know that they now place greater importance in working with brands that share their values.

[bctt tweet=”“While some might frame the great reshuffle as an upheaval, within this time of change exists an opportunity for organizations to capitalize on a broadening and diverse pool of talent.” — Tequia Burt @TequiaBurt” username=”toprank”]

3 — Improved B2B Marketing Technology

The pandemic at first forced B2B firms to swiftly implement more robust remote work technology, while the past two years has seen a rapid maturation of online communication tools and all variety of digital-first marketing technology software, hardware, and infrastructure.

What was at first an urgent upgrade to the basic necessities of remote workplace tools, has now matured into almost marketing technology for every aspect of doing business online, as more buyers and consumers expect better digital experiences — from the initial research stage all the way to purchase and ongoing support.

Alongside improved marketing technology has been a surprising rise in how using it remotely has served to further humanize our daily digital interactions, perhaps counter-intuitively. Zoom meetings featuring corporate executives with pets and children occasionally passing by have certainly made us more aware of the people we work with, however.

By one recent estimate, there are some 10,000 marketing technology offerings on tap to marketers today, a number that has grown from 150 in 2011 — a rise of 6,521 percent, as shown below.

4 — Expanded Global Employee Opportunities

The great reshuffle has vastly expanded the opportunities B2B marketing professionals have to work and live in places around the world which would not have been previously feasible for most.

“These times are a great opportunity for employers and employees alike,” our own CEO and co-founder Lee Odden recently noted.

More B2B marketing professionals have been able to reassess their careers and lives in general, and thanks to vastly increased remote and hybrid work opportunities, many are choosing to either relocate permanently to more desirable locations, or spend more time working remotely while traveling.

Employees are asking more from employers and aligning themselves with those that share their values, while also giving higher priority to those that offer a wider range of employer benefits.

5 — Rising Digital-First B2B Marketing Environments

Study after study has increasingly shown that the pandemic has led us to a new landscape of digital-first B2B professionals on the brand, buyer, seller, and consumer sides — an online sea change that is likely to endure.

Brands that don’t change to digital-first strategies to meet consumer needs face increasingly dire consequences amidst greater competition, with industry leaders implementing change that runs throughout the entire business spectrum, from service offerings to employee benefits.

Within the new era of digital-first B2B marketing environments, more brands are recognizing the value of working with employees as company advocates and industry influencers, whether in the form of middle management up to executive-level influence. We’ve explored this type of opportunity often here on the TopRank Marketing blog, including in “Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing,” and “Inside B2B Influence: Sarita Rao of AT&T on Growing B2B Executive Influence with Social Media.”

[bctt tweet=”“In the new digital-first era, more B2B brands are recognizing the value of working with employees as company advocates and industry influencers, from entry-level up to executive-level influence.” — Lane R. Ellis @lanerellis” username=”toprank”]

6 — Decreased Office Overhead For Employers

As B2B firms large and small have shifted to meet the challenges of the past two years, the number of businesses that are able to do away with some of all of their physical office space has significantly increased.

With so many more B2B marketing professionals working in mostly or entirely remote roles, more home offices have been created, and the challenges of working from home have led some to consider leasing their own private office space — as I’ve done for over 15 years.

We’ve published a number of insights relating to the new remote and hybrid marketing landscape, including “Two Years In: How B2B Marketers Are Optimizing & Elevating Remote Work Experiences,” “5 Timely B2B Marketing Tips I’ve Learned From 15 Years As A Remote Worker,” and “B2B Tech Marketing Opportunities for a Remote Work World.”

[bctt tweet=”“As more collaboration and communication takes place digitally, it’s all the more essential to be able to understand and activate marketing technology.” — Nick Nelson @NickNelsonMN” username=”toprank”]

The Great Reshuffle Propels Positive Action For B2B Marketers

With a greater talent pool for employers, wider workforce diversity, better and more varied marketing technology, expanded global employee opportunities, and the rise of digital-first strategies, B2B marketers can embrace the many changes brought about by the great reshuffle, and turn them into positive actions.

Lastly, top B2B marketing professionals looking to work with an award-winning agency will want to check out our own careers page for opportunities.

Creating award-winning B2B marketing that propels, elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

* LinkedIn is a TopRank Marketing client.

The post Go All-In On Opportunity: What The Great Reshuffle Means For B2B Marketers appeared first on B2B Marketing Blog – TopRank®.

May 27, 2022/by exposure

How the Most Successful B2B Marketers Work with Influencer Marketing Agencies

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As B2B companies look to create more authentic and meaningful experiences for digital first customers, content marketing co-created with industry and internal influencers has enabled many organizations to deliver information that is more empathetic, useful and inspiring.

Growth B2B brands are seeing the influence piece of the puzzle as an opportunity to better attract and engage increasingly distracted and distrustful customers. Many of those ambitious B2B marketers are looking for ways to accelerate their use of influence both internally and externally.

Since our first paid B2B influencer engagement in 2012 with a Fortune 500 brand that is still our client today, we’ve seen an acceleration in B2B marketers seeking expertise, technology and best practices for engaging influencers. In 2022 those solutions come in many forms ranging from independent B2B influencer marketing consultants, to software platforms that also sell services to specialist agencies with teams dedicated to the strategy, tactics, technology, measurement and scale of B2B influencer marketing programs.

For those B2B brands that prefer to have a trusted agency partner capable of delivering a full suite of services, there are questions to be answered. Just use Google to search “b2b influencer marketing” and you’ll see many of them:

What is a B2B influencer?
Does B2B influencer marketing work?
How do you do B2B influencer marketing?
Is influence a B2B or B2C strategy?

B2B marketers are searching for more than the topic of B2B influencer marketing. They want to find:

B2B influencer marketing examples
B2B influencer marketing in 2022
B2B influencer marketing case studies
B2B influencer marketing statistics
B2B influencer marketing on LinkedIn
The best B2B influencer campaigns

For our part, TopRank Marketing’s B2B Marketing Blog has been publishing answers to these questions for many years. One of the ways we bring those answers together is through our State of B2B Influencer Marketing Research Report, which you can sign up for advanced access to here.

On the topic of B2B marketers working with agencies for influencer marketing, our most recent research found that only 22% of B2B marketers surveyed are currently using an agency to manage their influencer marketing program.

But not all B2B marketers are equal in their marketing maturity, sophistication or performance. We found that 44% of the most successful B2B marketers work with an agency to manage their program and 67% of the least successful B2B marketers do not work with an agency to manage their influencer marketing program.

One of the top challenges B2B marketers have with influencer marketing is finding the right influencers. So it was no surprise that we found that 56% of the most successful B2B marketers surveyed say working with an agency to source influencers is effective.

As seen by the Google questions above, many B2B marketers are not clear on what a B2B influencer is, so finding one would then understandably be difficult. And if you can find the right influencers, how can an influencer marketing program have any chance of success? Incidentally, we’ve covered what characteristics makes for a great B2B influencer here.

So, what else are the most successful B2B marketers having agencies help them with? The way you engage with industry experts or internal key opinion leaders or both really depends on expected outcomes, topics, content types and which relationships are either in place or in need of being developed. Here are some essential questions to answer about influencer marketing when developing your strategy here.

Overall the most successful B2B marketers are engaging agencies to help in the following areas according to our survey question on the topic:

100% to develop strategy
50% to identify influencers
75% to manage influencer relationships
50% to manage influencer marketing technology
50% to implement campaigns
50% to measure effectiveness

It makes a lot of sense for an experienced agency resource to serve as a guide in helping B2B brands develop their influencer marketing strategy. An agency with experience and a proven track record will not only draw upon data, technology, process and most important of all, relationships to help B2B brands understand what’s possible, but also how to achieve it, what resources are needed, creative content ideation and production, influencer identification and activation, and measurement and scale.

[bctt tweet=”“It makes a lot of sense for an experienced agency resource to serve as a guide in helping B2B brands develop their influencer marketing strategy.” — Lee Odden @LeeOdden” username=”toprank”]

B2B brands come in all sizes, so what about larger companies? Our research found that for companies with 500 to 1000 employees, 55% indicated that working with an agency to source influencers was effective vs. 27% that used software. For B2B companies with over 1,000 employees, 38% found working with an agency to be effective vs. 31% that used software.

Expertise with software alone does not equal success for an influencer program. It takes creativity in developing influencer activations and content collaborations that simultaneously deliver exceptional customer experiences as well as represent the interests of the brand and importantly, advance the objectives of the influencers involved.

[bctt tweet=”“For B2B companies with 500 to 1000 employees, 55% indicated that working with an agency to source influencers was effective vs. 27% that used software.” — Lee Odden @LeeOdden” username=”toprank”]

Such 360 degrees of win solutions are not easy but can perform exceptionally well as we’ve seen with B2B brands including SAP, LinkedIn and one of the largest telecommunications brands in the world.

Working with an agency on an influencer marketing program can be very satisfying or disappointing depending on expectations, and the capabilities of both parties. Getting the most out of the agency investment means focusing on getting help where it will have the most impact, especially with strategy, influencer identification and creative content activations that inspire influencers and customers alike.

GET CAN GET ADVANCED ACCESS to the 2022 State of B2B Influencer Marketing Research Report by signing up here.

The post How the Most Successful B2B Marketers Work with Influencer Marketing Agencies appeared first on B2B Marketing Blog – TopRank®.

May 27, 2022/by exposure

B2B Marketers on the Move: Celebrating May B2B Industry Movers & New Opportunities

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Today’s B2B marketing landscape consists of swift changes, often accompanied by growth that happens so fast that it can be difficult to fully appreciate.

For over two decades, TopRank Marketing has been honored to help a wide array of the world’s top B2B marketers and major brands elevate and go beyond merely being competitive, to standing out from the crowd with a variety of creative, award-winning successes. In this spirit, we like to regularly take time to congratulate and honor business marketers, thought leaders, industry influencers as well as our own talented team members who have recently seen career advancement.

When B2B marketers take on new leadership roles, it’s only natural to seek out trusted resources to help professionals in new positions hit the ground running, and TopRank Marketing is happy to have been a go-to B2B content and influencer marketing agency for so many great marketers in new leadership roles. We are also always seeking out B2B technology industry influencers advancing in their careers to partner with on unique content collaborations.

We extend congratulations to our B2B technology industry partners, clients, associates, friends and teammates in this fifth edition of B2B Marketers on the Move.

B2B Marketers on the Move: May Movers

Alan Muther has taken a new position as Senior SEO & Content Marketing Manager, at LinkedIn*.

I am very happy to share that I’ve started a new position as Senior SEO & Content Marketing Manager at LinkedIn! I’m very thankful to join a company that I’ve been an ambassador of since my early days at Florida State University.

LinkedIn’s culture is all about transformation, integrity, collaboration, humor, and results. I am excited to be here and to contribute to the company’s mission: connect the world’s professionals to make them more productive and successful.

Alexandra Wright has taken a new position as Head Of Marketing, at Mapware.

Super thrilled to officially announce that I have joined the talented team at Mapware as the Head of Marketing.

I couldn’t be more excited to share the magic of Mapware and our mission to make advanced geospatial intelligence available to everyone. I can’t wait to see what we can accomplish!

Alice Bedwell has been promoted to Marketing Executive — ABM, at Ometria.

It’s more than email engagement & soft metrics. It’s about understanding customers and where they are in their purchase journey to ensure you and your team are supporting their needs in the most proactive way.

Amanda M Pasiczny has taken a new position as Senior Director, Corporate Partnerships, at ExecOnline.

Thrilled to officially announce a new chapter in my career with ExecOnline and hoping Minneapolis Spring season follows!
4/5ths of a decade, through two acquisitions, and a slew of truly incredible people/partners/clients has branded my time at Gartner quite a wonderful duration.
I am immensely grateful to my fantastic leaders and teammates throughout my time calling Iconoculture/CEB/Gartner home. Thank you truly!
I cannot wait to join the People and Mission of ExecOnline in the democratization of executive leadership development!

Annett Murphy has taken a new position as Chief Marketing Officer, at Critical Healthcare Ltd.

eCommerce leaders need to think strategy first. As a strong advocate of a strategy first approach in all industry sectors including e-commerce, I believe in the need to let strategy be the framework to test creativity, businesses without a clearly defined strategy across all functional areas lack structure, data and insights to measure the impact of emerging creativity.

Anthony Santa Maria has taken a new position as Marketing Manager, at Praxis Labs.

Thrilled to share that I’ve joined Praxis Labs an immersive (think VR/AR) learning and analytics platform that drives actionable insights for justice, equity, diversity, and inclusion.

I’m really excited for the opportunity to kick off the marketing team and ready to LEARN a lot. Open to any and all resources from anyone who is in a similar position.

Bradley Cohen has taken a new position as Director, Corporate Product Marketing, at Oracle.

Brian Provost has taken a new position as GM, at Yahoo.

This week I start as GM at Yahoo. I’ve been reminded that no one’s ever taken a point of market share from Google. Let’s see if we can change that.

Cassandra Clark has taken a new position as Senior Director, Demand Generation, at Zenput.

Excited to kickoff my next adventure as Senior Director, Demand Generation at Zenput! There were not many companies I was willing to leave LinkedIn for, but this company checked all the boxes. Zenput is changing the game in restaurant operations. Even more impressive is the leadership team and people that work there. Can’t wait to see what lies ahead!

Charlie Riley has taken a new position as Global Demand Generation Director, at CybelAngel.

Thrilled to announce I’ve joined the CybelAngel team to serve the #marketing team as the Global Demand Generation Director. I’m staying in #cybersecurity because data breaches will continue to grow.

Carol-Lyn Jardine has taken a new position as Vice President Of Strategic Marketing, at Persado.

Carol-Lyn has been featured on our TopRank Marketing blog several times, including in a Break Free B2B Marketing video interview alongside Heather Hurst, “Break Free B2B Series: Carol-Lyn Jardine and Heather Hurst on Effectively Managing Change in B2B Marketing.”

[bctt tweet=”I always try and make sure that when I’m going through change management, I assume good intent until it’s proven that I can’t. @cljardine #BreakFreeB2B #ChangeManagement” username=”toprank”]

Christine Seymour has been promoted to Strategy Leader, Honeywell Connected Enterprise, at Honeywell.

Honeywell is ranked 4th on Fast Company’s list of Most Innovative Enterprise Companies. Not too bad for a 100+ year old company. Proud be a #futureshaper and part of a high-achieving team, where EVERY day inspires.

Erica Chappell has been promoted to Director of Content Marketing, at ClickUp.

Georgia Cross has taken a new position as Customer Success Manager, Digital working in MarTech + Shopper Marketing, at Inmar Intelligence.

We’re all here to help each other, that is a childhood lesson I’ve learned that I brought into my personal life and in my career. I lead with that intent of…let’s get together, let’s figure out how we can work together and let’s make the world a better place

Haithuy Nguyen has been promoted to Marketing Director, at Fungible.

Heather Hurst has taken a new position as Vice President of Marketing, at Canopy.

Keep your network strong. Take that lunch or coffee meeting with current and former colleagues every time. You never know where those relationships will take your career and opportunities.

Isla McKetta has taken a new position as Director of Content, at Ookla.

Amazing to see what progress can be made in improving technology that affects our daily lives – even during a global pandemic.

Jacalyn Beales has been promoted to Manager, Demand Generation, at Lever.

Before you create and distribute, do you research. Get to know your audience. Get to know your buyer. And know the difference between stages of intent.

Jason Inskeep has been promoted to AVP – 5G COE (Private Cellular, MEC, Edge), at AT&T.

2022 will be a pivotal year for many organizations and 5G adoption. But their degree of success will greatly depend on how those organizations pair 5G with technology, like private cellular networks. Using the “just right mix” questions.

Jason Schober has been promoted to Director, Content Marketing, at Circle.

Jeff Davis has taken a new position as Associate Director, Digital and Omnichannel Strategy, at AbbVie.

More than ever, B2B companies must meet the demands of the modern buyer by better understanding how they actually buy and developing cohesive, easy-to-navigate buying experiences.

Jeff has appear on our blog numerous times over the years, including as a featured contributor to our groundbreaking “2020 State of B2B Influencer Marketing Report from TopRank Marketing.”

Jeremiah Owyang has taken a new position as Chief Marketing Officer, at RLY Network Association.

As the new CMO of RLY Network Association, the first ask I took was: Market Research. I first surveyed the landscape documenting and detailing down insights about what competitors are doing, influencers, and of course, customers, in our case, web developers. I scored, sorted, prioritized and wrote down where the industry was, and presented the “state of” to the C-suite. Aligning this to the business goals, the roadmap literally fell right out that process, making it very clear on where I needed to head, and in what order. The insight isn’t a new one, it’s “look before you leap”. Now, to execute, I can’t wait to onboard web developers onto our product, RLY Protocol.

Jessica Scheu has taken a new position as Social/Paid Media Specialist, at Optum.

Jolina Pettice has been promoted to Sr. Director of Digital Marketing and Consumer Content, at HealthPartners.

If you aren’t using data to inform your content strategy, what are you using? Gut feeling, testing, and / or creative epiphany should drive no more than 25% of your content efforts. The rest should be driven by understanding what content is resulting in conversions, assisted conversions, traffic from search and social, and what your audiences are looking for online in relation to your business offering.

Jolina is a TopRank alumni and has been featured numerous times on our blog.

Josh Spilker has taken a new position as Director of Content, at Range.

The better you are at content marketing and SEO, the worse off your email inbox will be. There’s a direct correlation.

Kirby Wadsworth has taken a new position as Chief Marketing Officer, at Elevate Security.

Kurt Lambert has taken a new position as Director, Strategic Accounts, at Quattr Inc.

Page speed and overall website performance have always been areas that are near and dear to me. It’s more important than ever in the world of SEO, and can have major impacts beyond just organic strategies.

Linda Pophal has taken a new position as Digital Marketing Specialist, at Purdue University Center for Regional Development.

Marketing and sales teams must share the same objective view of the marketplace, your target clients, and how you stack up against competitors. Having the process to do the research and share the results frequently will help both teams monitor and respond quickly to marketplace changes and target clients’ evolving needs.

Lucy Zarlengo Moran has taken a new position as Chief Marketing Officer, at Bonterra.

Introducing, Bonterra! Today we launched our new brand, Bonterra, which brings together Social Solutions, EveryAction, CyberGrants and Network for Good to form the second-largest and fastest-growing social good software company in the world. I am so thrilled to be a part of an organization that supports the do-ers – those behind the scenes at social good organizations that enable social impact.

Lucy has been featured numerous times on our blog, including being listed in our “50 Influential Women in B2B Marketing Who Rocked in 2020.”

Maya Kaplan Barkay has taken a new position as Vice President Marketing, at EverC.

Omar Al-Sinjari has been promoted to Senior Director Of Customer Marketing, at Honeywell Advanced Sensing Technologies.

Find your learning niche – most recently for me it is listening to audiobooks and walking. I alternate between one book for me and one book for my career. Currently listening to “The First 90 Days” by Michael D. Watkins

Samantha Kelly has taken a new position as Women’s Inspire Network Program Director, at Wedo.

Self care is crucial – You can’t run your business without looking after your own mental health. When you are well, strong and healthy then your business will be the same.

Steve Watt has taken a new position as Director, Market Insights | Social Selling SME, at Seismic.

In B2B the stakes are higher, the decisions more complex, and outcomes less certain. And this means trust reigns supreme. When stakes are high, the decisions complex, and outcomes uncertain, trust is paramount. Brand is trust at scale. And it’s a different world when you are truly trusted.

Todd Friesen has taken a new position as VP of Global SEO, at Vimeo.

Leaders stand in front of their team in the bad times and behind them in the good. Take the blame and pass on the credit. Your team should be the key to your career just as you are to theirs. Selfish growth is limited. Shared growth is boundless.

Venus Wills has been promoted to VP of Brand and Corporate Marketing, at Tanium.

One of the best ways for cybersecurity professionals to stay on top of the game is to attend security conferences.

Vivian Kobeh Palacio has taken a new position as Group Head of External Communications and PR, at BAI Communications.

Thanks To Each of These Leaders For Helping Elevate the B2B Marketing Industry

We extend many thanks to each of the talented B2B marketing professionals we’ve featured here who have recently been promoted or taken new industry positions. We’re certain that you’ll elevate and reach new heights when it comes to the performance you’ll deliver in your new roles.

You can find our previous edition of B2B Marketers on the Move here.

If you’re looking for a new change of your own, be sure to check out our own list of current job openings at TopRank Marketing on our careers page.

*LinkedIn is a TopRank Marketing client.

The post B2B Marketers on the Move: Celebrating May B2B Industry Movers & New Opportunities appeared first on B2B Marketing Blog – TopRank®.

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May 27, 2022/by exposure

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