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Brand marketers stick to trust-building strategies forged in 2020's fires, study finds 91 percent of brand marketers will keep focusing on the strategies aimed at building trust they developed in 2020 as a response to the pandemic, according to recently-released survey data of interest to digital marketers. Marketing Dive Ad Prices Forecast To Inflate 3% This Year Digital display ad price inflation for 2021 is expected to be 3.4 percent, with digital video slightly higher at 3.6 percent, while this year is expected to hold some recovery from the impact of the pandemic in 2020, according to newly-released forecast data. MediaPost In Engagement Shift, Friday Proves Top Day for Email Response Rates in 2020 With an 18.9 percent click-to-open (CTO) rate, marketing emails sent on Friday lead the way when it comes to engagement levels, according to recently-released survey data, with Saturday coming in as having the lowest engagement rates. MarketingCharts YouTube Adds New Compara...

How can B2B marketers recast the marketing automation journey to meet today's challenges and be ready for those to come? Jon Miller , chief marketing officer at Demandbase, recently presented a session at the 2021 B2B Marketing Exchange Experience virtual conference, and explored new account-based marketing best practices. Although this pandemic year at #B2BMX won’t see B2B marketers gathered in the event’s usual sunny Scottsdale, Arizona location, many new attendee opportunities were on tap virtually. Refresh, renew, remix has been the conference’s theme this year, and to help ease the lack of physical networking, #B2BMX included a Spotify music playlist, live music performances, and even various charitable elements. Jon began by looking back at his journey starting Marketo — acquired by Adobe in 2018 for $4.75 billion — nearly 15 years ago, when marketers had a need to capture and manage online leads, a need that the company’s service met, allowing marketers to communicate and...

Even the best of marketers can be challenged in times like those we've all experienced over the past 12 months. But it is those who rise above those challenges that fuel the inspiration we all need to succeed in our industry. On this blog, we've made a point to highlight inspirational marketing voices with lists of top marketers by discipline ( B2B marketing , social media marketing , content marketing ) and our famous lists of Women Who Rock in Marketing since 2010. Over the past few years, we've tried (not hard enough) to be more inclusive in these lists to represent women and people of color. During Black History month, many brands have made efforts to shine a light on contributions made in the world by individuals the black community. But why should honoring such contributions be limited to one month? For our small part, how we represent marketers of color in the content on our blog, on social networks and in marketing content as well as the influencers we work with ...

How do B2B marketers who fully embrace empathy build stronger relationships? Miri Rodriguez , storyteller and internship program head at Microsoft, recently presented the opening keynote at the 2021 B2B Marketing Exchange Experience virtual conference, and asked this important question. Although this pandemic year at #B2BMX won’t see B2B marketers gathered in the event’s usual sunny Scottsdale, Arizona location, plenty of new attendee opportunities were on tap virtually. Refresh, renew, remix has been the conference’s theme this year, and to help ease the lack of physical networking #B2BMX included a Spotify music playlist, live music performances, and even various charitable elements. Miri began by looking back at the history of empathy in B2B marketing, to when empathy was new to the B2B space, especially the practice of considering it a leading component of the digital experience. Storytelling Uses Empathy to Move Past Numbers and Facts Storytelling is not just the telling of st...

In his recently-published book, What’s Your Problem: Become a Better B2B Marketer by Enhancing Your Problem-Solving Skills , Steve Goldhaber argues that the discipline of content marketing boils down to a simple consistent objective: solving problems. It’s a reasonable framing. Almost every piece of marketing content is essentially aimed at solving a problem. This really gets to the fundamental intent of B2B content marketing as a practice: by helping our audience solve day-to-day problems and overcome business challenges, we hope that they’ll eventually consider using our product or service to solve a bigger problem. But content marketers can’t focus solely on solving problems for customers. We also need to look inward and address key challenges that threaten the value and impact of our problem-solving content. The old saying about “getting your own house in order” comes to mind. Here’s a look at four prevalent conundrums faced by B2B content marketers today, and how I recommend con...

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LinkedIn Provides New Tips on How to Create Engaging B2B Content [Infographic] LinkedIn (client) has launched a new 17-page guide offering B2B marketers tips, statistics and a variety of insight and examples surrounding the production of successful B2B creative on the Microsoft-owned platform, the firm recently announced. Social Media Today 2021 Social Media Industry Benchmark Report Overall social media posting frequency has fallen, while engagement has declined on Instagram, according to newly-released report data from Rival IQ, which also found that platform-specific hashtags have seen growing success. Rival IQ Dentsu Finds 'Social Good' Branding Attitudes Index High Among Most Nations, Less So In Japan Brands that actively promote a variety of social good initiatives garner positive attitudes towards those brands, according to recently-released global survey data of social media users, examining how social media user attitudes differ in various nations. MediaPost Fa...

For more than a decade our team at TopRank Marketing has fostered a potent community of leading influencers, developing close relationships with subject matter experts in a wide variety of industries. When it comes to B2B influencer marketing, it's only natural to wonder just what an influencer actually looks like? In our third season of Break Free B2B Marketing video interviews, we’re continuing in-depth conversations with a powerful selection of top B2B influencers, and taking a close look at the issues that each expert is influential about in their industry. Every successful B2B influencer has a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has outlined in “ 5 Key Traits of the Best B2B Influencers .” Holding all of these qualities and many more is Sarah Barnes-Humphrey , CEO at Shipz, who we’re delighted to be profiling today. Supply chain: the steps that need to be taken in order to get a product or service int...

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