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Millennial buyers want better content from B2B marketers Better B2B content is a top concern among Millennial buyers, as the demographic accounts for some 33 percent of overall B2B buyers, a portion Forrester's newly-released report expects to grow to 44 percent by 2025. Digital Commerce 360 LinkedIn Launches New 'Featured' Section on Profiles to Highlight Key Achievements and Links LinkedIn (client) began a gradual roll-out of a new "Featured" section, where users' key achievements will appear near the top of profiles when starred from updates, the Microsoft-owned platform recently announced. Social Media Today How the Fastest-Growing US Companies Are Using Social Media 87 percent of Inc. 500 firms used LinkedIn for social media during 2019, topping a list of how the fastest-growing U.S. firms are using social media, outlined in a recently-released UMass Dartmouth report of interest to digital marketers. MarketingProfs The Best Times to Post on Social...

Account based marketing (ABM) is the hybrid sales/marketing/revenue discipline that is shaking up the status quo for marketers and sales pros alike. There are as many definitions of ABM as there are accounts to target, but I’m partial to this one from LinkedIn’s Megan Golden :  “ABM is a strategy that directs marketing resources to engaging a specific set of target accounts. Instead of casting a wide net with their lead-generation efforts, marketers using ABM work closely with sales to identify key prospects and then tailor customized programs and messages to the buying team within target accounts.” Megan Golden, Group Manager, Global Content & Social Media Marketing, LinkedIn* It’s all about earning the trust of — and ultimately influencing — members of specific buying committees. In other words, it’s the distillation of what all B2B marketers should be doing. Or as Sangram Vajre, CEO of Terminus, put it (embroidered on his sneakers, no less): Marketers who practice ABM...

What makes an experience an... ? Full disclosure: I am not on the design team at TopRank Marketing. But you know what I mean. You’ve eaten dinner at dozens, if not hundreds of restaurants in your lifetime. But there are likely one or two that stick out in your memory. What makes them memorable? That question drove an intriguing presentation at B2B Marketing Exchange, led by four expert marketers: Ryan Brown , Ceros Darius Eslami , Carbon Black Paige Gildner , Bluecore Sharon Shapiro , Bluecore Short answer: What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out. [bctt tweet="“What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.” @NiteWrites" username="toprank"] Case in point: The vast majority of...

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B2B buyers consume an average of 13 content pieces before deciding on a vendor B2B buyers say that they take in an average of 13 pieces of online content before choosing a vendor, consisting of eight vendor-made and five third-party elements, according to newly-released survey data from FocusVision, containing a number of additional insights of interest to digital marketers. Marketing Land B2B Firms Are Failing To Integrate Sales, Marketing And Customer Success Teams: Study Revenue growth is a top challenge for B2B brands, and some 84 percent of B2B sales and marketing professionals say that revenue responsibility rests with both sales and marketing, however 37 percent say the two functions aren't optimally aligned — some of the findings in new survey data from Leandata and Sales Hacker. MediaPost Content Analysis App BuzzSumo Adds YouTube Insights BuzzSumo's array of content data tools recently expanded with an addition that brings YouTube content discovery, performanc...

Allow me to paint a picture. SCENE INTERIOR - OFFICE The CAMERA pans to a worker, furiously typing on their computer. Headphones on. The keys CLACK with productivity until-- -- A LOUD CHIME rings out. The CAMERA zooms slowly to the computer screen. A meeting alert flashes across the monitor. -- The worker’s head hits the desk with a soft THUD. We CUT back to the worker. Head hung in exasperation, the worker stops their typing, rises, and departs to attend their call. END SCENE It’s happened to all of us. Stop work. Attend meeting. Rinse and repeat. According to a recent study from Workfront , 62% of workers believe meetings are the No. 1 thing that gets in the way of work. And following the above scenario, it’s easy to see why. Meetings can be productivity killers. They interrupt. They accomplish little. They take up time. But they’re also necessary . They improve collaboration. Align the team. Increase information sharing. The problem, however, is when a meeting does none of thos...

How important is influencer marketing to businesses in 2020? Influencer marketing will see global brand spending of up to $15 billion by 2022 (Business Insider Intelligence), and B2B marketers who haven’t yet experienced its many benefits now have more research data than ever to make the case for starting an influencer marketing program . Even if you’ve already developed an influencer marketing strategy, the wealth of new information coming out about its power to build trust and inspire action is growing, which is why we wanted to share 24 significant B2B influencer marketing statistics that combine to tell a compelling story that will alter your future campaigns. Let’s jump right in with a look at some of the latest influencer marketing statistics. Making The Statistical Case For B2B Influencer Marketing It Makes Financial Sense Among B2B buyers the type of influencer content with the most value is the venerable case study. 47 percent of B2B buyers found case studies to be the m...