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There has been no greater disruption to business in the modern era than the COVID-19 pandemic. For many, it seems as though the world has stopped turning. For marketers, it seems as though now is the worst time to try to promote anything. But as our CEO, Lee Odden, said , “While there will be a period of adjustment, these changes do not mean the work stops. It doesn’t mean companies don’t need information, solutions, support, products and services.” And he couldn’t be more right. Your audience may even have a greater need now for your solutions or expertise. They’re trying to navigate through this uncertain time, too. And they’re looking for help now more than ever before. To help you answer those calls for help and know what types of content are successful in times of crisis, I’ve gathered five examples of effective B2B content marketing during the COVID-19 pandemic. #1 - HealthcareSource Healthcare workers have always been essential. And with a pandemic afoot, they’ve become the ...

Why should B2B marketers give a DAM? When that DAM is digital asset management, you’re looking at a system that will improve all forms of online marketing, whether it's B2B influencers, social, search, content, video or always-on marketing. It's also one of the top investments an organization can make for successfully leveraging a digital environment that will only expand with more data in the coming years. It’s no wonder the global DAM market was valued at $3.4 billion in 2019, and is expected to reach $8.5 billion by 2025 , according to report data from IMARC . Just What Are Digital Assets? As we explored in our introduction to DAM technology, “ Why Digital Asset Management Matters in B2B Marketing ,” digital assets are simply any computer files, stored anywhere — whether on your phone, tablet, desktop, network, or in the cloud. DAM software runs either on a local computer network or in the cloud, and is built to pull in and make it easy to organize an unlimited number of...

Everyone in B2B is talking about account-based marketing. And almost everyone is practicing it in some form — around 93% of organizations, according to SiriusDecisions . “Not many are killing it though,” says Kelvin Gee . “That's the problem. They start pilots ... then they re-launch and learn from the mistakes. That's just a natural maturation.” This is a fundamental process in digital marketing, of course: test, assess, optimize. But in the Break Free B2B series, our goal is to help you fast-forward it by learning from the mistakes, successes, and revelations of your innovating peers in the field. And as the Senior Director of Modern Marketing Business Transformation at Oracle*, Kelvin draws from a deep well of experience at one of the powerhouse brands in enterprise technology. Walking the walk is different from talking to talk, but it’s easy to see why companies across the spectrum are seeking to do both. “Companies do need to be more customer-centric, deliver a better cu...

The post Always On Influence: Definition and Why B2B Brands Need it to Succeed appeared first on Online Marketing Blog - TopRank® . from Online Marketing Blog – TopRank® https://ift.tt/2Ybli3E

10 B2B Tech Categories Gaining Interest Because of COVID-19 Telemedicine, electronic signature, online conferencing, and mobile app development were the most swiftly-rising B2B technology software categories, according to recently-released report data, showing rises of as much as 613 percent since the global health crisis began. MarketingProfs Magnifying the Massive Growth of B2B Marketplaces 87 percent of B2B buyers and 97 percent of millennial B2B buyers purchase through online marketplaces, according to recently-released report data, also showing that millennials have preferred review websites and web search as top pre-purchase research resources. G2 Exclusive: Mary Meeker's coronavirus trends report Mary Meeker, publisher of the Internet trends report since 1995, recently released a special coronavirus trends update, which found that on-demand platforms and online marketplaces have been seeing big numbers and high growth, among other items of interest to B2B marketers. A...

One great thing about being a young Gen X’er: There was no social media during my junior high and high school years.  Young millennials weren’t so lucky. They chronicled their adolescence in excruciating detail on Myspace, Facebook, YouTube and Twitter, every half-formed thought and laundry-detergent-eating stunt preserved forever. So it’s no surprise that the youngest social media users leapt on Snapchat when it launched. Snapchat Stories provided the feeling of togetherness that social media’s good at, without the potential to embarrass your future self. Other platforms were quick to buy into the idea of ephemeral content — content that expires and is deleted after a set period of time, usually 24 hours. Instagram’s creatively-named offering, Instagram Stories, boasts 500 million daily users. That’s more daily users for a single feature on Instagram than there are for the entirety of Twitter.  But don’t count Twitter out just yet — they’re testing their own ephemeral...

B2B influencer marketing is an ideal way for brands to drive digital conversations during the global health crisis, and we have 13 ways influencers can virtually deliver many of the benefits that have been lost due to postponed or cancelled real-world events. With 45 percent of consumers spending more time on social media and 95 percent spending more time on in-home media consumption according to a recent GlobalWebIndex survey, now is an ideal time for brands to drive digital conversations using influencer marketing. Another recent survey found that 92 percent of marketers believe putting on successful virtual events will be important or critical in the coming months. Some brands have already chosen to postpone or cancel their events all the way through the middle of 2021, including major players Facebook and Microsoft. Physical events typically offer a well-rounded array of benefits to everyone involved, from the organizers to attendees, exhibitors, partners, sponsors, speakers, ...

Marketers are in the business of attracting attention. All of our tactics, our strategies, our goals boil down to: Did we get someone’s attention and inspire them to take action? The key to modern marketing is that we have to earn that attention. There will always be someone on who is louder, funnier, more talented, or just less shameless than your brand is willing to be. The only way to truly capture and sustain someone’s focus is to earn the right to their time.  How do you earn attention? By providing remarkable experiences. By showing you care about your audience, you know who they are, and that your brand is here to help and to entertain them.  For our latest Break Free video , we talked to a marketer who is helping marketers offer more memorable experiences. Sruthi Kumar is the Senior Marketing Manager at Sendoso , a platform that coordinates direct mail and gifting campaigns for personalization at scale. Sruthi and I sat down to talk about experiential marketin...

The vast majority of content and industry news coverage around influencer marketing is focused on those who engage consumer audiences: Instagramers, YouTubers, and  as of late TikTokers. Of course the world of influence is not limited to consumer products and services. Influencers play an important role in businesses marketing to other businesses as well, whether it's on LinkedIn, Twitter or Facebook. So what's the difference between B2C and B2B influencer marketing? We've covered B2B influencer marketing here in depth already with case studies , strategy and best practices , what makes a great B2B influencer , key statistics and more. After 7 plus years of focusing on B2B influencer marketing for some of the top B2B brands in the world, we've learned a few things about the practice. From that experience, I'll focus on what makes for good B2B influencer engagement as a way to understand the difference from B2C. The most important steps for launching a B2B Influen...

How B2B Buyer Behavior Has Changed in Light of COVID-19, and What Marketers and Sellers Can Do Now 82 percent of B2B buyers said they were concerned or strongly concerned about the possibility of a pandemic-sparked recession, while 30 percent have reported spending more on videoconferencing software — two of several findings of interest to digital marketers in a recently-released survey examining B2B buyer shifts. eMarketer How Bad Data Hurts B2B Companies [Infographic] Just 33 percent of marketers say they can rely on their customer relationship management (CRM) software, and 88 percent said that bad data has a direct impact on their company's bottom line — two of the findings in a new infographic look at the effect of poor data on B2B firms. MarketingProfs The Evolving Discussion Around COVID-19 and How Brands Have Responded [Infographic] Brands have used Twitter the most often to mention the global health crisis, according to recently-released survey data examining how br...