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Study: Most Americans Permanently Changing Brands During Pandemic 45 percent of U.S. consumers have switched at least one brand preference during the global heath crisis, and some 62 percent believe that their brand change will become permanent — two of several items of interest to digital marketers in recently-released survey data. MediaPost How microsegmenting boosts B2B conversion rates Micro-segmentation helps both B2B sellers and customers, with better conversion rates and more relevant customer experiences, with some 68 percent of B2B buyers noting that it's important for vendors to present relevant content throughout the buying cycle without having to rely on salespeople, according to recently-released Forrester report data. Digital Commerce 360 Gartner Identifies Five Technologies to Drive More Agile and Scalable Advertising Capabilities for Marketers The digital advertising trends having the most impact on the industry have been outlined in Gartner's latest annu...

Empathy is more than a buzzword. It’s not a box to be checked, or an added finishing touch for content. If B2B marketers want to successfully engage human audiences and break free from the deluge of irrelevant messages swirling around today’s customers, empathy needs to be at the center of all strategic initiatives from start to finish. What Does Empathy Mean in B2B Marketing? Empathy is defined simply as the ability to understand and share the feelings of another. But I’m not sure that characterization fully does it justice in the context of modern marketing. I rather like the way Zen Media CEO Shama Hyder described empathy in the better creative teamwork guide we helped our clients at monday.com put together: “Empathy is critical. It's much more than just having an understanding of what someone else's challenges might be. Part of it is that you have to give up being a control freak. As leaders, we should really look at the big picture and ask ourselves, is this necessary...

Are you using the latest search engine optimization (SEO) tools to help with your content marketing efforts? Don't worry, as we’ve got you covered with a look at some of the most helpful SEO tools to help you refine and augment your content marketing plans. Sorting through lists of the seemingly endless number of available SEO tools can be frustrating as well as a hit and miss proposition, however we’ve put this collection together so that you can skip the search and get right into SEO tools you can use today to help you create amazing content marketing stories . Let’s jump in with our collection of fresh SEO tools to boost your content marketing experiences. 1 — Google Lighthouse Google’s own Lighthouse tool — an open-source project — offers a simple way to check a number of basic SEO-related issues that every website should consider. Among its auditing functions are tools specifically focusing on performance, SEO, accessibility, and progressive web apps, and it's also ca...

There has to be a word for the creeping dread B2B marketers have been feeling this year, preferably something German with a ton of umlauts. As we watched events in the spring cancel, postpone, or go virtual, we held out hope that summer would be different. Then July’s events moved out. Now it’s looking like the type of large-scale events B2B marketers depend on will have to wait until 2021… at the earliest. But we don’t have to despair! We can close the gap with virtual events. The speaking gig at an industry conference can become a webinar, as can a planned panel discussion or product demonstration.  The good news is plenty of people have more spare time than before to watch your webinar. The bad news is that everyone who makes webinars has time on their hands, too. So, your webinar has to have a little extra oomph to stand out in the crowd.  Here’s how you can level up your webinar creation and promotion. How to Get the Most from Your B2B Webinar It’s no longer en...

My team and I at TopRank Marketing are happy to announce the 2020 State of B2B Influencer Marketing Report ! Influencer Marketing has fast accelerated as a topic over the past few years with B2C influencers and brands getting the majority of attention. While consumer focused influencers have been impacted during the COVID-19 pandemic, B2B is a different story. Whether in times of crisis or in competitive markets, B2B marketers are challenged to reach distracted buyers and create meaningful experiences that inspire trust, confidence and action. As B2B marketers search for solid insight and leadership around marketing strategies to survive and thrive during this time of uncertainty, Influencer Marketing offers businesses a welcome dose of optimism. With much of the research and media attention focused on B2C influencer marketing, we believe the 2020 State of B2B Influencer Marketing Report to be the first ever research report dedicated to B2B. B2B Marketers are hungry for effective m...

‘The downloads are back’: Podcasting finishes the first half of 2020 strong Podcast downloads have come back to pre-pandemic numbers, increasing from 625 million in March to 825 million over the past two months, while podcast advertising is still expected to increase by 15 percent for the year, according to recently-released report data. DigiDay LinkedIn Revenue Up 10%, Sessions Up 27%, in Latest Performance Update Double-digit quarterly revenue growth of 10 percent over the previous quarter has been reported from LinkedIn (client), accompanied by user platform session growth of 27 percent, the Microsoft-owned firm recently announced. Social Media Today Programmatic Advertising Trends: Top Tactics, Challenges, and Metrics 61 percent of marketers view return on investment (ROI) as their top programmatic advertising metric, while 46 percent said that their top challenge in executing programmatic strategy is audience targeting, according to newly-released survey data. MarketingProf...