Monday, July 13
Three B2B Marketing Tactics That Will Outlast the COVID19 Pandemic
Digital Marketing

Three B2B Marketing Tactics That Will Outlast the COVID19 Pandemic

Without question, the COVID-19 pandemic has had an impact on the B2B world with companies generally reducing marketing budgets. At the same time, many B2B companies are maintaining or increasing marketing spend as we’ve seen with most of our clients at TopRank Marketing. While there has generally been a shift from explicit sales/push marketing content to brand messaging that is more aligned with the times and empathetic to customers, sales expectations still exist for B2B brands during the COVID-19 pandemic. The challenge many B2B marketers are facing is to understand how to navigate both the short term changes in what works for customers in the current environment as as well as in the long term, post-crisis. According to research from McKinsey, one of the biggest changes that has happene...
Why Content Marketing is More Important Than Ever for B2B Brands
Digital Marketing

Why Content Marketing is More Important Than Ever for B2B Brands

In his recently published eBook, Corona Marketing, Joe Pulizzi recounts how he and his wife launched the website Content Marketing Institute in 2007 at the exact time as a devastating financial crisis was beginning to unfold in the United States.  “At the time, we believed things couldn’t have been bleaker,” Pulizzi writes. “Looking back though, this was absolutely the best time for my wife and I to start a business.” Why is that? Because their commitment to providing useful, helpful and relevant content – even at a time where it was difficult to drive direct revenue with that content – paid major dividends as the market recovered.  “When we were starting to come out of the recession in 2010, Content Marketing Institute quickly became the leading resource for content marketing education, ...
Livestream Marketing: 5 B2B Brands Rocking LinkedIn Live
Digital Marketing

Livestream Marketing: 5 B2B Brands Rocking LinkedIn Live

How can B2B brands benefit from using LinkedIn Live, and what are some examples of businesses rocking their LinkedIn Live marketing? LinkedIn* has seen its live-streaming LinkedIn Live feature being used by more major firms all the time, and we’ll take a look at five top B2B brands that are rocking their LinkedIn Live game. The sky’s the limit when it comes to how B2B brands can use LinkedIn Live. Here are 12 to get you started: Interviewing a Member of Your C-Suite Answering Frequently-Asked Questions Streaming a Keynote or Session Highlighting Special Events Streaming “Ask Me Anything” Episodes Introducing Various Team Members Deep-Dive Interviews Showcasing Behind The Scenes Workplace Culture Unveiling New Innovations Launching Episodic Content Announcing Major Brand News Live Sharing ...
5 Ways to Make Brand Social Media Profiles More Compelling
Digital Marketing

5 Ways to Make Brand Social Media Profiles More Compelling

As a concerned consumer, I have to admit that I’m ambivalent about social media. On the one hand, it keeps me connected with friends and family. And it provides a platform for those whose voices have been marginalized. On the other hand, it can be a 24-7 outrage machine where I can ruin my blood pressure arguing with strangers. As a marketer, however, I wholeheartedly celebrate social media. Brands have never had such rich opportunities to interact with customers and potential customers. They’ve never been able to so easily display what the brand is about, what it stands for, and how it can bring value to people. This is especially important now that virtually all B2B business is done digitally and customers are using digital channels more than ever to find information, learn about brands...
B2B Marketing News: COVID19 Impact on B2B, Boost in Online B2B Purchasing, Google Combines Search Console & Analytics Data
Digital Marketing

B2B Marketing News: COVID19 Impact on B2B, Boost in Online B2B Purchasing, Google Combines Search Console & Analytics Data

Which Recommendation Types Do Consumers Find Most Compelling? “Based on your favorite” is the most impactful recommendation type, study data shows. MarketingCharts Google Expands Access to its Business Messaging Tools from Search and Maps. Expanded brand reach to customers via maps and search listings are among features in a new tool rollout.  Social Media Today COVID-19’s Impact on the B2B Industry. B2Bs are figuring out how to stay in business, operate and recover. This often requires a digital transformation of marketing and sales efforts. eMarketer Google to pay some publishers for content; others dubious. Alphabet’s Google on Thursday took a step towards resolving its spat with publishers, saying it would pay some media groups in Australia, Brazil and Germany for high-quality conten...
Always On Influence: Costs Less and Better ROI – Here’s Why
Digital Marketing

Always On Influence: Costs Less and Better ROI – Here’s Why

Virtually every marketing tactic is under evaluation right now as B2B marketing departments react to the domino effect of changes in consumer spending during the pandemic. Many B2C marketers are putting a pause on their influencer marketing investments as the world of travel, hospitality, retail, sports and entertainment have changed dramatically. In the business to business world, things have changed as well but not anywhere near as significantly and not always at the expense of lowered marketing budgets. The trend in B2B is digital and self serve from virtual events and prospect engagement to buyers now conducting the majority of their research and interactions on their own before making purchase decisions. Influences on those purchase decisions are not coming from field marketing, trad...
B2B Marketing News: Digital Ad Budgets To Grow In 2021, Google’s Rich Results Tool Goes Mainstream, & More Listeners Are Paying For Podcasts
Digital Marketing

B2B Marketing News: Digital Ad Budgets To Grow In 2021, Google’s Rich Results Tool Goes Mainstream, & More Listeners Are Paying For Podcasts

Gartner CMO Spend Survey Shows How Digital Budgets Will Increase In 2021Within the next 18 to 24 months digital marketing budgets will return to business-as-usual levels, according to 57 percent of CMOs in recently-released survey data from Gartner, also showing 78 percent aggregate growth for digital ad budgets in the forecast for 2021. 44 percent also said that they face mid-year budget cuts this year due to the global health crisis. MediaPost HubSpot: A Look Back at How COVID-19 Impacted Businesses in Q2Up to 60 more sales team email has been sent during the pandemic, seeing open rates 18 percent above pre-COVID levels, with companies sending less email achieving the highest open rates — several of many finding of interest to digital marketers contained in newly-released report data fr...
Partner Q&A with Teikametrics – A Retail Optimization Platform
Digital Marketing

Partner Q&A with Teikametrics – A Retail Optimization Platform

February 7, 2020 By BJ Cook, Finding and testing the best tools to give our clients an edge is part of our day-to-day at Digital Operative. As our Amazon practice has grown, we’ve tested several ad optimization platforms. We’ve chosen Teikametrics as the newest member of our partner network. Combining our deep understanding of Amazon and emerging brands with Teikametrics’ sophisticated machine-learning technology is sure to drive sales for our direct-to-consumer clients. We recently had a call with their new Chief Product Officer, Srini Guddanti, and Mike Indigaro, Director of Agency Development, to learn how their machine-learning algorithm works, common keyword bidding mistakes, Mike’s ‘aha moment’ teaming up with brands, and much more. Q: Srini, you’re the newest staffer at Teikamet...
5 Things to Know About Building Trust in the Age of Social Media
Digital Marketing

5 Things to Know About Building Trust in the Age of Social Media

Does your company advertise? If so, I have bad news: Your audience doesn’t trust your ads. I don’t mean to call you out specifically, dear anonymous reader. But statistically speaking, it is a likely reality. A wide-reaching survey earlier this year “found advertising to be the least likely source people would use to garner information about a business, with just 14% saying they trust advertisers in this respect.” That’s not to say advertising doesn’t work. It just doesn’t work on its own. Customers are looking elsewhere to form perceptions about your business and what it stands for. Only once they’ve shaped these perceptions are your ads likely to break through and make an impact. Social media is becoming more vital than ever as a proving ground for brands in this respect. Trust and Tran...
Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls
Digital Marketing

Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls

Polls offer a unique two-for-one value for B2B marketers, providing quality feedback on what customers want while also offering brands a powerful interactive social media content marketing element. As we first reported in our B2B marketing news, our client LinkedIn recently launched the return of its highly-anticipated poll feature, offering marketers a new platform besides Twitter, Facebook, and Instagram for gathering community sentiment using polls — one that may be the best fit for many B2B brands. With this and other recent changes to social media polls, we’ll take a look at the latest news about online polls, and see how B2B marketers and brands are using polls in innovative ways, including 6 B2B brands winning with LinkedIn polls. Why Should B2B Marketers Use Polls? A while back ou...