Tap Blogging

With hybrid and remote work here to stay and digital-first marketing on the rise, how can B2B marketers make the most of these important shifts? Although I’ve written about remote work before, in pieces including “ Remote Communication Opportunities For B2B Marketers ,” “ Day 4,777: Remote Work Tips From 13+ Years As A Distance Marketer ,” and “ Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing ,” the permanent changes to where and how we work have significant implications that will affect B2B marketers forever, so it’s time to reassess. Let’s take a close look at five ways B2B marketers can make the most from remote and hybrid work and digital-first brand interactions, from the perspective of someone who’s been working entirely remotely for 15 years, and from several top voices on the future of work. 1 — Adjust To The Permanent Shift In How We Work As I enter my thirty-eighth year working online, I’ve worked remotely for 5,409 days, and spent close to 40 p...

We all know that Millennials are out-of-control college kids doing shots on Spring Break. And Gen Z are the 10-year-olds currently being raised by TikTok, right?  Hold onto your hats: The youngest Millennials are in their late-twenties. The oldest Gen Zs are 25 — that means they’re out of school and in the workforce. These two demographics are the fastest-growing cohort of B2B buyers.  And they don’t think like Boomers or Gen Xers. So how do B2B marketers reach these mysterious digital natives? Here are a few pointers. How to Connect with the New B2B Buyer You don’t need the latest slang to speak authentically to younger audiences (though I find the new slang totes yeet). Just keep in mind these preferences. 1 — Omnichannel or Bust Digital natives grew up with the Internet and Gen Z grew up with social media. They’re used to having the answer to any question at their fingertips. They’re also accustomed to multi-threaded conversations: For example, they can start with ...

Even if 2020 and 2021 didn't throw buckets of uncertainty, accelerated digital transformation and massively shifting buyer behaviors and expectations on marketers in the business to business world, B2B marketing is not without challenges. From "boring to boring" to woefully behind B2C, there's more than enough opportunity for us in the B2B marketing world to raise the bar. Stats I think you'll agree that what we have in 2022 is a distinct opportunity to elevate B2B marketing. Each year at TopRank Marketing our B2B content marketing agency focuses on a specific theme. In 2022 I'm sure you've guessed it: Elevate. Making a dent in the way an entire industry does what it does is an ambitious goal to say the least. But as Steve Jobs has said, The ones who are crazy enough to think that they can change the world are the ones who do. - Steve Jobs For our part, we're committed in 2022 to advancing the meaningfulness, the purpose and impact of B2B marketin...

Can You Relate? Empathy-based marketing requires brands get to know the people behind the data 52 percent of consumers have said being treated with respect is a key way brands can show empathy to customers, followed by being treated like a human being at 50 percent, according to survey data also showing that listening and curiosity are more key for brands in 2022 than at any point during the pandemic, and the Association of National Advertisers (ANA) takes a look. ANA Are Brands Investing in Social Media Communities in 2022? We Asked 1,000+ Marketers [HubSpot Survey] 51 percent of global marketers expect to build more social media communities in 2022, with some 64 percent planning to dedicate investment in social communities, while the top challenge has been managing community members — three of several findings of interests to digital marketers contained in recently-released survey data. HubSpot [bctt tweet="“Marketers need to build digital relationships and reputation befo...

Can seemingly minute marketing maneuvers combine to make a truly monumental impact? When you’re talking about the power of influence in B2B marketing, even some of the tiniest digital interactions can — when done smartly — lead to the loftiest of business successes. These tiny digital touches can create enduring relationships, amplify talent, feed the increasing need for unique B2B content experiences, and even supercharge our connections with more compelling stories. Just as a single small stone joins others to form huge mountains including K2 and Mount Everest, sometimes it’s the smallest moves marketers make that end up on the highest summits of B2B marketing success. Let’s start our trek together and explore five micro-scale marketing moves that can make a monumental impact on your B2B influencer marketing success in 2022 and beyond. 1 — Tiny Digital Touches Create Enduring Relationships As I enter my thirty-eighth year using online communications, it strikes me how important th...

Last month, the sports world mourned the loss of John Madden, an iconic broadcaster who – for many of us – became the voice of NFL football. Overshadowing his illustrious career as a head coach, which included a Super Bowl victory, Madden is best known as a legendary color commentator – likely the most recognizable and beloved in the history of football, if not all of professional sports. What is it about Madden that made his voice and narration so resonant with fans? If you read through some of the various tributes to emerge since his passing, a few recurring themes stand out. He made things simple for his audience, while still managing to educate them on the nuances of the game. He connected with viewers and fans through enthusiasm, empathy and a distinctly human persona. He reached people in different ways, going beyond the television broadcast to become a figurehead for a video game franchise that helped engage a new generation with the NFL product. He plainly had fun, and ma...