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“You can come up with statistics to prove anything, Kent. Forty percent of all people know that.” - Homer Simpson Homer might be right, generally speaking. But I still maintain that good, accurate, timely statistics from trusted sources can serve as vital guideposts and benchmarking tools, especially when it comes to business strategy. This certainly applies in my own corner of the business world: the fast-changing and critically important field of B2B content marketing . Trends in content marketing tend to reflect broader truths, since we’re talking about the ways in which companies and customers interact and communicate. Because of this, I like to keep a close eye on new research and data as it surfaces, filing away nuggets that strike me as especially telling. Today, I’ll share six new B2B content marketing statistics that everyone should know. 6 Eye-Opening B2B Content Marketing Statistics for 2021 These stats highlight many of the challenges, opportunities, and changes unfoldi...

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COVID-19's Impact on B2B Tech Marketers' Channel Strategies in 2021 Among B2B marketers, webinars, search engine optimization (SEO), email marketing and LinkedIn ads have grown in importance the most during the pandemic, according to recently-released survey data. The data also shows that the top challenges faced by B2B technology marketers in 2021 are balancing quantity with quality, digital fatique, and measuring the right key performance indicators (KPIs). MarketingProfs LinkedIn Announces New Measures to Tackle Inherent Bias as Part of Black History Month LinkedIn (client) has launched an array of new initiatives that are part of a push towards systemic change to increase the Microsoft-owned professional social platform's value to people in underrepresented groups, the firm recently announced. Social Media Today Meet the BETAs: A Profile of Younger B2B Decision-Makers The blurred boundary (B), evolving (E), tech native (T), activist (A) demographic sometimes call...

When it comes to B2B influencer marketing, it's only natural to wonder 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 exploring the issues that each expert is influential about. All successful B2B influencers have 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 .” Incorporating all of these qualities and more is Liam McIvor Martin , co-founder of Time Doctor, who we’re thrilled to be profiling today. 2020 was a year of immense change that has continued into 2021. One change that’s been especially significant for B2B marketers is the rise of remote work. Remote work has always been around, but 2020 saw it change from option to necessity. Businesses large and small have had to send their employees home to quara...

When we published our BIGLIST of 50 top B2B marketing events a year ago, we had no way of knowing the disruption the pandemic would soon bring to in-person conferences. A year later virtual events are still the norm, with the promise of physical meetings a wee glimmer of hope on the horizon. For 2021 we've compiled our latest BIGLIST of 50 top B2B marketing events to feature those being held virtually, in-person, or in hybrid formats. Marketing conferences offer a wealth of benefits to marketers looking to learn, network, and increase brand awareness, but how do you go about finding events that match your business and B2B marketing needs? Over the past decade the number of conferences has skyrocketed, making it harder than ever to hone in on the ones that can best help build your business, boost your networking opportunities, and offer the most relevant new industry education from top speakers, especially when it comes to B2B marketing. For 2021 we've gathered together events...

Why write jokes about marketing?  Why write, to be specific, 101 jokes about marketing over the last five years? I came to marketing from the comedy world, and was genuinely surprised back then at how little personality there was in B2B content. Back in 2015, people were still asking whether B2B marketing could be funny — whether it would torpedo a serious brand to come out with humorous content. Now we’ve finally admitted that B2B buyers like to laugh just like everyone else. And we’re seeing that humor can be a powerful way to bring people together. Used the right way, it can illustrate the shared human experiences that unite us all, showing that our trials and triumphs make us more alike than we are different. Will this post serve to remind marketers of the universal nature of the human condition? It will not. But it will hopefully give you a chuckle, or at least a groan or two. And I consider that a public service. [bctt tweet="“B2B buyers like to laugh just ...

Influencer Marketing is a fast growing discipline for B2B marketers and while many brands view it as a stand alone tactic, mature marketers realize that influence can play a role across the customer lifecycle in virtually any business communication, content type or publishing channel. There's plenty of evidence to show that business customers do not limit their information discovery and consumption to single communication channels or content types. Neither should business marketers. That’s why savvy B2B marketers integrate influencer content across marketing disciplines from ABM to Public Relations to SEO to create the kinds of customer experiences that create credibility, reach and engagement. To truly take full advantage of all the benefits greater influence can bring a B2B marketing effort in 2021, it's important to understand how successful marketers are integrating influencer content with other marketing, the best practices they use and what a successful influencer conte...