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Top marketers understand the value of integrating influencer marketing into their marketing strategy. In fact, 55% of marketers believe they get better customers from influencer marketing according to an Influencer Marketing Hub survey. For B2B brands, influencer marketing is a way to partner with industry experts who can add value to the brand’s content. As a brand, how can you provide mutual value and a great experience for the thought leaders you engage? I went straight to some of my top sources to ask their thoughts on the best way for B2B brands to collaborate with them. What stood out to me, was the way their key points aligned with how a brand might develop a marketing strategy. Know Your Audience and Be Authentic Let’s start with understanding who your audience is and who they follow . Most B2B brands have personas created for their customers. Now think about how you can mirror those customer personas to align with those authentic thought leaders who you're looking to ...

Virtual marketing conferences offer a wealth of benefits to marketers looking to learn and increase brand awareness, and in the current crisis they represent the only event opportunities for marketers. How do you go about finding events that match your business and B2B marketing needs, however? With in-person marketing events not likely until well into 2021, more virtual events than ever taking place, making it harder than ever to find the ones that can best help build your business, expand your communication opportunities, and offer the most relevant new industry education from top marketing industry experts. Marketers are getting more out of virtual events, too — with 75 percent in a recent survey saying they were satisfied with their virtual event experiences. Online events also hold their own unique advantages. "Bringing events online has its downsides, naturally — there’s no substitute for personally meeting and interacting with all the valuable contacts attending a confe...

In the Oxford English Dictionary, the word inspiration is defined as “the process of being mentally stimulated to do or feel something, especially to do something creative.” As B2B marketers working in unprecedented times, wouldn’t it be nice to be surrounded by inspiration to help us spur action, produce results, and make an impact? With organic traffic and conversions down for most industries due to COVID-19 and related business challenges, marketers are hard-pressed to adapt and overcome. Inspiration is certainly something we could all use to help us reach our goals. So, if you’re looking for some B2B marketing inspiration, check out these 10 B2B marketers. They’re each doing inspiring things in a time where inspiration can be hard to find. Meet 10 Inspiring B2B Marketers Kirsten Allegri Williams @kirstenallegriw Chief Marketing Officer, Episerver As a CMO for a leading B2B technology company, Kirsten’s approach to today’s market is both thoughtful and inspirational.  "A...

Thought Leadership is often a concept associated with individuals but brands, especially in B2B, can develop their thought leadership amongst the customer community as well. Thought Leadership is important for brands and individuals alike because trust is an issue for companies as people navigate misinformation, changing sources and become more skeptical of what brands and their people say. What is thought leadership in 2020? Beyond publishing articles, speaking and writing books, Thought Leadership is about creating a reputation for expertise and authority within an industry. The notion is that becoming known for an area of expertise creates trust which can lead to consideration, evaluation and influence purchase behavior. “Brands that cultivate a culture of Thought Leadership reap greater reputation and sales impact than those that do not". Edelman LinkedIn B2B Thought Leadership Impact Study So where do influencers fit in with a brand’s thought leadership? 83% of B2B market...

More than 1 in 3 B2B Marketers Held Back from Measuring Campaigns by Messy Data 36 percent of B2B marketers say that having messy data is a top marketing performance measurement challenge, according to recently-release report data. Topping the list at 47 percent was the inability to perform cross-platform data analysis, however, followed by a lack of resources at 42 percent. MarketingCharts 'Surprised' emotions in video ads drive conversions during pandemic, study says Video ad performance jumped 360 percent when showing surprised people, while there was a 64 percent drop in conversions for video ads showing happy emotions during the first three seconds — two of several findings of interest to digital marketers in newly-released pandemic marketing study data. Marketing Dive Instagram now lets everyone pin comments on posts Brands have a new option for helping manage Instagram conversations, as the Facebook-owned platform has rolled out the ability to pin comments on post...

In our part of the country, there’s a phenomenon called the “Minnesota goodbye.” It’s when you’re leaving a social gathering (remember those?) and you say goodbye, walk to the door… and keep talking to your host. Then you step outside the door, and continue the conversation. Then you walk to the car while keeping up the chatter. All told, a proper Minnesota goodbye can last up to an hour.  All of which to say: We may have already wrapped up season two of the Break Free B2B series, but it’s time for the Minnesota goodbye.  Back in February, I talked to Andre Ortolon from Dell Outlet about their micro influencer program. It’s a fascinating campaign because it was something of a B2B/B2C hybrid: Their target audiences included gamers, content creators like vloggers, and small business owners. The messaging was dramatically different for each audience. But they all had to live on the same landing page . It was an ambitious campaign that highlighted the importance of relev...

Are you using the latest social media marketing tools that help you create a new variety of remarkable campaign experiences? We’ve got you covered with a look at our 10 latest featured social media marketing tools to help you refine and expand your marketing efforts and boost brand storytelling . Sifting through tens of thousands of available tools can be a hit and miss proposition, but these 10 fresh marketing tools let you skip a lot of the research queue and get right into useful tools for helping you tell marketing stories in new ways. Let’s dive right in with our collection of 10 fresh tools to boost your social media marketing experiences, including image and video manipulation tools, headline analysis utilities, and social media monitoring apps. 1 — DxO’s Nik Collection 3 Tools DxO’s updated Nik Collection 3 offers an array of photo editing features for its popular suite of economical plug-ins for Adobe Photoshop, Lightroom, and DxO’s own Photo Lab. Coming three years after...