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“The new normal.” I believe that’s what we would call the opposite of a compelling lede. Nobody wants to hear that phrase anymore, I know it. While that may be the case, it’s an unavoidable truth that our world does, and will, look different in many ways following a globally disruptive pandemic. Savvy business and marketing leaders are already planning proactively for what lies ahead. They’re assessing what’s changed in the past year, analyzing trends and indicators, and optimizing their strategies to thrive within an altered economic and social environment. We’re here to help. Read on for research and recommendations that will help you equip your B2B organization for maximum success going forward. 5 Keys to Success in a Brave New World of B2B Marketing If the last year has taught us anything, it is to expect the unexpected. But that doesn’t mean marketers can’t plan intelligently. While we may still be in a period of flux, the reshaped business environment is coming into focus. Cor...

How is the shift to remote and hybrid work affecting B2B marketers? Which trends will endure in the post-pandemic marketing landscape? The dramatic shift to hybrid and remote work that has been brought about by the pandemic is set to forever alter the way B2B marketers and the organizations they work for and with do business. Let’s take a look at some of these changes, and the trends that are likely to permanently affect B2B marketers, and I’ll offer my own perspective coming from a long-term background in remote work. Flexibility: Remote & Hybrid Options May Come Permanent On Monday, March 23, 2007 I started my life of working remotely — a process I wrote about last year as the pandemic first began forcing much of the workforce into unfamiliar remote work situations. In “ Day 4,777: Remote Work Tips From 13+ Years As A Distance Marketer ,” I looked at how B2B marketers can thrive in the new era of remote work, and offered a variety of tips I’ve picked up during my time as a rem...

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B2B Myopia: Brands And Visitors Disagree On What Works On Websites 59 percent of B2B marketing customers say they like reviews and testimonials on websites, compared with just 37 percent of B2B marketers, while 44 percent of marketers viewed compelling brand messaging as important when it comes to creating a powerful website experience, compared to only 24 percent of website visitors — two of several findings of interest to digital marketers contained in recently-released survey data. MediaPost Pinterest Kicks Off ‘Be Their Next’ B-to-B Campaign Pinterest has launched its first global B2B campaign aimed at advertisers is the U.S. and five other countries, seeking to bolster B2B brand involvement on the visual-oriented social media platform, and shared survey data showing that Pinterest users are 25 percent more likely to tell others about new products, the firm recently announced. Adweek Magna Predicts Faster Than Expected Rebound, With 2021 Ad Spend Set To Hit $240B U.S. advert...

Siloed and segmented SEO and content strategies work against B2B marketing success, but can they come together and work to compliment one another? The best SEO specialists can use their skills to make even the most boring B2B content shine in the search engine spotlight — for better or worse, as the case may be. The very top content creators can craft fantastic digital assets that are often able to rise to the heights of search success with little to no accompanying SEO. Both of these scenarios are all-too-familiar in B2B marketing efforts, however segmented SEO and content don’t need to be so separate, and indeed the best efforts occur when both SEO and content practitioners or teams work together in harmony. Let’s take a look at why it’s important for SEO and content marketing to achieve harmony, including actionable steps to help start making the change. SEO Specialists Gain By Reaching Out To Content Teams Just as old-school account-based-marketing (ABM) has evolved into the typ...

How important is engagement in B2B marketing? To say that engagement plays a crucial role in creating successful B2B marketing content is an understatement, as it's how we connect with customers, and a key element in the process of building trust and the desire to continue interaction with a brand. Engagement is also a fundamental building block of content marketing, offering many innate benefits well worth the effort it often takes B2B marketers to properly achieve. To get that process started, let's take a look at five striking insights on successful B2B marketing engagement, from some of the top marketers in the industry today. 1 — Brian Solis "Meaningful customer engagement starts with discovery," Brian Solis , global innovation evangelist at Salesforce, observed in our groundbreaking 2020 State of B2B Influencer Marketing Research Report . The time is right to look at engagement in new ways, and even to reinvent it, Brian has explained. "B2B marketers no...

More B2B Tech Content Marketers Successfully Building Trust, Loyalty 86 percent of B2B technology marketers have said that they rate their content marketing efforts as being successful, while 88 percent attributed that success to providing content that offers value — two of several findings of interest to digital marketers in recently-released report data. MarketingCharts B2B Buyers Prefer Email Over Other Channels, Especially Older Generations, Study Finds Email is the leading overall communication channel among B2B decision makers, preferred by 54 percent of millennials and 60 percent of members of older generations, while 51 percent of millennials said they see digital purchasing channels as fostering more personalized solutions, according to newly-released survey data. MediaPost LinkedIn Adds New Profile Features, Including Video Cover Stories and 'Creator Mode' Microsoft-owned LinkedIn (client) has announced an array of new features that will bring a range of new cr...