Every digital agency eventually faces two core struggles: driving consistent customer engagement and ensuring steady revenue growth for yourself and your clients. Fortunately, some tricks can help you quickly achieve all that and more. Email marketing remains one of the most effective ways to connect with customers and build brand loyalty. DMA reports that an … The post The Power of Deliverability and Marketing Automation for Agencies: Why You Can’t Ignore Email Marketing appeared first on Digital Agency Network.

eCommerce has transformed at lightning speed this decade—and digital marketing isn’t far behind as it races to keep up. Marketers now have to be agile to an unprecedented degree. That means adapting their strategies according to their customers’ everchanging needs. And as we look ahead into 2023, it also means we’ll see marketers continually shifting … The post AI, Omnichannel and Personalisation: The 3 Digital Marketing Trends for 2023 appeared first on Digital Agency Network.

It’s a great time to be a B2B content marketer. The appetite for content marketing within B2B audiences is high, and content marketers say it remains by far the best tactic in terms of ROI. But as content marketers we have to tread carefully: to paraphrase the old proverb, an opportunity is just a crisis waiting to happen. We need to make sure we are giving our readers what they want, because if we don’t, they’ll look elsewhere — and they might not come back. And we don’t have to look far to know we can’t take our audiences for granted. The wild and frankly erratic moment happening in the world of social media has seen participation and engagement on social channels drop significantly. All except for TikTok, that is. Lucky for us, we have a bit of insight into what B2B audiences want in their content marketing in 2023. Let’s take a look at the top three demands for content marketing in 2023. 1 — Empathetic, human content The persistent success of TikTok holds a lesson for content marketers: it’s raw, funny, relatable… in a word, human. B2B content marketing, on the other hand, has a different reputation: boring. In fact, on this blog alone there are over 430 instances of us assuring you that B2B content doesn’t have to be boring. B2B content marketing consumers’ taste is starting to catch up with us. Writing empathetic, human content is a surefire way to engage your audience, because it feels relatable and validating. But you don’t have to go with your gut on writing empathetic content. In fact, writing content based on your audience’s experience is best done with plenty of data. By learning what motivates your audience through research, you can more effectively speak empathetically about the topic at hand. They are then more likely to recognize themselves and their own problems in the content, and are therefore more likely to trust you as a source. [bctt tweet="“By learning what motivates your audience through research, you can more […]

If you’re looking to make an impact with your digital marketing campaigns, a pay-per-click (PPC) campaign is often the go-to choice. PPC campaigns offer quick results and targeted reach, allowing you to target specific audiences or even particular keywords. Developing an effective strategy for your PPC campaigns isn’t always easy; a lot goes into creating … The post 7 Steps to Develop an Effective PPC Campaign Strategy appeared first on Digital Agency Network.

Marketing departments face increasing challenges in running successful campaigns. To demonstrate return on investment, gain valuable business insights from data, expand their reach, stay within budget, and outperform rivals, they must equip themselves with appropriate tools. Achieving these goals manually is not feasible, so the selection of marketing technology, also known as a MarTech stack, … The post What is a Martech Stack? appeared first on Digital Agency Network.

How can B2B brands best harness the power of generative artificial intelligence (AI) tools to help take their influencer marketing to the next level? At this point, it seems unlikely content that has been created with at least some AI-generated tool assistance will be shunned, making it likely that for better or worse it will soon be the rule rather than the exception — if it isn't already. Some organizations may put policies in place that forbid the use of generative AI, however for those that don’t there are many helpful and creative ways these tools can be harnessed to take B2B influencer marketing to the next level. Let’s explore top ways B2B marketers can use generative AI to humanize, organize, strategize and personalize when it comes to influencer marketing. 1 — Humanize Influence With AI When used wisely, generative AI can genuinely help build better B2B influencer marketing relationships. In what may be a surprisingly counterintuitive twist, AI can also help marketers build and strengthen very real human relationships, and to connect with audiences and potential customers using powerful human touch-points, as we explored in "What Recent Data Shows About The Rising Importance of Human Touch-Points in B2B Marketing." There’s never been a time when our innate human elements have held greater importance as a key differentiator in marketing, however this doesn’t mean that AI can’t also play a role. AI tools can help in a number of areas in B2B influencer marketing, not only allowing marketers to expand on the efforts they can accomplish alone, but to use AI for freeing up time that can be spent on real human interactions — the lifeblood of B2B influence. Whether it’s using generative AI tools to help pre-sorting and pre-analyzing data before a B2B marketer takes that written work to levels that AI can’t, or drawing on the power of AI image, video, and audio tools to quickly build mock-ups, AI technology can play a helpful role in B2B […]

In today’s digital landscape, as consumers increasingly spend more and more time online, creating engaging content that speaks to target audiences is becoming more crucial. The popularity of video content on social media platforms like Facebook, Instagram, and TikTok has driven the rise of motion graphics. As a result, visual storytelling and motion graphics have … The post How to Empower Your Creative Team: Transform Graphic Designers into Motion Designers with Artboard Studio appeared first on Digital Agency Network.

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Last summer, Meta was struggling to get users to embrace Reels, the short-form videos directly emulating those of its wildly successful competitor TikTok. But through heavy investment not only in Reels but in AI as well, the social media giant is bouncing back in style, with viewership finally picking up and exploding into life. 2022 … The post How Is Facebook Using AI and Reels to Defy Its Decline In Younger Users? appeared first on Digital Agency Network.

Have you ever wondered what no-code app builders are and why they’re becoming increasingly popular lately?  The answer is simple! They provide you with faster development time, lower costs, and the ability to create custom applications without coding experience. What is a No-Code App Builder? No-code app builder is a platform or tool designed to … The post Best No Code App Builders in 2023 appeared first on Digital Agency Network.

Creative Services Professionals Are Most Concerned About AI 23 percent of marketing executives have said that they are interested in artificial intelligence (AI), with the top sectors interested in AI being software development, computer engineering, electronics, and creative services, while 12 percent of advertising executives said they are concerned about AI taking their jobs — three of several findings of interest to B2B marketers contained in newly-published survey data. MediaPost Google rolled out new site names, favicon and sponsored label on desktop search Search giant Google has released a search update that displays an array of additional website information within desktop search, including a secondary website name element, icon images, and more, along with more prominent advertising labels in mobile search results, Google recently announced, presenting new SEO options for B2B marketers. Search Engine Land B2B Influencer Marketing—The Good, the Bad, and the Ugly: Mike Allton on Marketing Smarts [Podcast] B2B brands have increasingly found success using nano and micro influencers with fewer but more focused followers than traditional high-profile influencers, while patience in developing influencer relationships can reap long-term rewards, as MarketingProfs explored recently with Mike Allton of Agorapulse. MarketingProfs [bctt tweet="“In the business world, we have found, particularly recently, that working with nano and micro influencers works so much better.” — @Mike_Allton of @Agorapulse" username="toprank"] How agencies are multiplying their impact and expertise with AI-powered solutions [Google Report] 56 percent of marketers have said that they rely on agencies for analytics, intelligence, and insights — a figure forecast to rise to 73 percent over the next two years, and AI is playing an increasing role of this and other areas marketing, as Google recently explored in its latest AI guide and report. Think With Google Influencer Marketing […]

“WFH”, “AI”, and “4-day-week” are part of our everyday business language now. Just a few years ago, though, this wasn’t true at all. It’s no secret that the world of work is changing. But businesses looking to adapt to the future of work will need to prepare for more than just language shifts. Workplace operations … The post Is Your Agency Ready for the Future of Work? appeared first on Digital Agency Network.

One of the many features that Instagram offers us is Instagram Explore. We already understand very well that whatever video and content we watch on Instagram, the same will come to us. That’s how the Instagram algorithm works. The same concept applies to Instagram Explore. However, Instagram Explore has some points to consider.  For example, … The post Get Discovered: Tips and Tricks for Maximizing Your Presence on Instagram Explore appeared first on Digital Agency Network.

When you googled “what is search intent,” you had the informational intention to seek out an answer to your question and learn more about a topic you’ve been hearing about. As you can see, we understood that intent and wrote this blog post to answer your question. In other words: you’ve clearly come to the right place! Search intent isn’t a “new” concept in SEO, but it is a surprisingly overlooked concept, especially in B2B. This is a problem for a couple reasons: First and foremost, there’s the scary reason. As SEO becomes more and more competitive and third-party cookies go the way of the dinosaur, B2B businesses really have their work cut out for them if they want to stand out. Just targeting high-volume keywords isn’t going to cut it anymore; we’ll need to reach the right audience with the right message using the right keywords. Which brings us to a less scary, more exciting reason why it’s so great that you’re looking up search intent right now: because it’s a huge opportunity. Marketing with intent is the way for today’s marketers to stand out in an increasingly crowded marketplace and reach their audience more effectively than ever. Let’s talk about why: What is Search Intent? Simply put, search intent is the reason why a user types a query into a search engine. Yoast breaks search intent down into four broad categories: Informational: The user is looking for information, such as the answer to a question. If you found this blog by googling “what is search intent?” or even just “search intent” with the hope of learning more about this topic, then your intent was informational. Navigational: The user is trying to navigate to a particular website. If you searched “TopRank” or “TopRank Marketing” with the intention of finding our website (thank you!), then your intent was navigational. Or if you ever type “Twitter” into Google rather than typing out Twitter’s URL, Google will understand you’re probably trying […]

Managing tasks is synonymous with managing people.  While workspaces have moved from on-site to hybrid models, the need for effective team collaborations has skyrocketed. Here’s when technology fits in. You need software solutions to make communication easy and effective. 47% of project managers state that they’re expected to deliver more value with a limited timeline … The post 10 Best Free Task Management Software in 2023 appeared first on Digital Agency Network.

Outsourcing SEO Services is the best way to ensure your digital marketing campaign's success and this guide is here to help you learn more! The post The Ultimate Guide to Outsourcing SEO Services appeared first on Digital Agency Network.

Has there ever been a time when you were trying to work with an influencer, but found it challenging to get their attention? Having your emails go unanswered and being left unread on LinkedIn is a silent form of rejection we’ve all encountered at some point in time — it’s just inevitable. But there is a method to increasing the chances the expert you have your eye on not only replies to your messages but does plenty more — and I’m not talking about simply using money as a motivator. 1 — Don’t jump directly into their DMs After hours of searching, you finally find an influencer who’s the perfect candidate for your campaign. Is your first thought to send them a message on social media? You’re not alone. That said, it’s important to hold off for the time being and do some homework. 2 — Find out what they’re passionate about You’ve scoured their social and know all about the kinds of content they create, and you have a good hold on their areas of expertise. But is there anything on their social feeds that tells you about them as a person? Do some digging. Identify something they’re passionate about. Maybe their technology’s role is in equity, or perhaps they leverage their platform to speak on climate change and sustainability. Knowing the influencer as an individual with unique traits and interests is just as important as knowing them as the subject matter expert they're hired for. It will come in handy further down the line. [bctt tweet="“Knowing the influencer as an individual with unique traits and interests is just as important as knowing them as the subject matter expert they're hired for.” — Alex White of @TopRank" username="toprank"] 3 — Be thoughtful with your engagement It’s incredibly easy to like or react to someone's social content. Anyone can do it and it takes practically no effort. And if the influencer you have your eyes on receives a high rate of engagement, it’s likely your one-click effort to get their […]

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To study BMW marketing strategy, we first need to point out that the web presence is not just for selling products. It is also a ‘vehicle’ to position the brand and satisfies their goals with poise. BMW is considered as one of the leading producers of luxury and state of the art vehicles for many … The post 6 Key Points About The Digital Marketing Strategy Of BMW appeared first on Digital Agency Network.

B2B Decision-Makers Value Research and Data in Thought Leadership Content 51 percent of B2B marketers have said thought leadership content that is quick and easily-absorbed provides the greatest value, with 49 percent pointing to thought leadership that references robust research with supporting data — two of several findings of interest to B2B marketers contained in recently-released survey data. MarketingCharts [bctt tweet="“In tough times, B2B thought leadership is your key advantage.” — Alexandra Rynne of @LinkedIn" username="toprank"] B2B marketplaces refine their expansion strategies B2B marketplaces such as Amazon Business have shifted strategies in 2023, including greater use of machine learning (ML) applications and artificial intelligence (AI), propelling the industry to annualized sales topping $25 billion, with estimates expecting continued growth that will reach $80 billion by 2025, according to newly-published report data. Digital Commerce 360 The Top Priorities of CMOs at Enterprise B2B Firms 46 percent of enterprise B2B organization chief marketing officers have said that developing technology strategy is the top marketing technology priority that will be faced over the next 18 months, with 41 percent noting the enhancement of data capabilities, while 40 percent said expanding the existing marketing technology stack — three of numerous findings of interest to digital marketers contained in recently-published survey data. MarketingProfs HubSpot debuts ChatSpot generative AI tool HubSpot has introduced an alpha release version of ChatSpot — the firm's new generative AI tool that combines a variety of HubSpot and third-party AI technology including OpenAI's ChatGPT and image-generation tool DALL-E 2, all aimed at augmenting functionality within HubSpot's customer relationship management (CRM) offerings, HubSpot recently announced. MarTech Shopify sees renewed interest from B-to-B merchants Traditionally aimed solely at B2C merchants, […]

As any B2B company can attest, the most vexing type of problem is that which you have a solution for … you just don’t know how best to use it. B2B marketers face monumental challenges today, aiming to increase targeted brand awareness in crowded marketplaces with tightening budgets. We’re feeling pressure to hit stricter KPIs and ambitious growth goals by increasing trust, engagement, reach, and ultimately ROI. Meanwhile, we face all of these challenges during a period of economic uncertainty, rising digital advertising costs, and — oh yeah, the end of third-party cookies. The good news? There’s a solution right in front of us. Optimizing for organic search is as effective as ever in the age of content proliferation and generative AI; B2B marketers just need to be more strategic and savvy in how they approach it. We’re here to show you how with our new free guide, Marketing with Intent: The Future of SEO & B2B Search Traffic. B2B Marketers Are Recognizing the Value of Search Intent It’s no secret that B2B buyers in tech and beyond are more self-guided than ever in their purchase journeys. This means that meeting decision influencers where they’re at is essential, by reaching and engaging them throughout the funnel … even in the earliest stages of their research. You can not wait for buyers to be in-market. If you do that, you are already too late and you’ve lost the sale.” – John Steinert, CMO, TechTarget Developing a deep and structured understanding of search intent, and analyzing the motivations of why people seek out specific information online, opens a world of insight on your buyers’ needs and pain points. Creating content to meet search intent makes you the brand that addresses them. Instead of jumping into tactics, spend the time to start with the outcomes. Use data to know where your audience is, how they are interacting with your brand to learn how they want to hear from you.” — Sophia Agustina, Global Performance […]

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Historically, women have been underrepresented in the B2B marketing space, but we all know there are endless inspiring stories of female leaders driving innovation and creating revolutionary strategies. March marks Women's History Month, and today is International Women's Day. This month — and every month — let’s celebrate all of the amazing women in B2B marketing who are leading the industry with boldness, bravery and innovation. From marketing mavericks to storytellers, from unique strategic approaches to creating a brand and culture of diversity and inclusion, these executives are setting powerful examples for others – especially young professionals — to follow. Let’s take a look at just some of this remarkable talent that is pushing forward progress on behalf of businesses around the world! Women have played and continue to play a significant role in B2B marketing. Here are some notable women in B2B marketing: Ann Handley — Chief content officer at MarketingProfs and a bestselling author, known for her insights on content marketing.   Lauren Vaccarello — Chief marketing officer at Salesloft and a seasoned marketing executive, known for her expertise in digital marketing and demand generation. Lori Wizdo — Vice president and principal analyst at Forrester Research, known for her research and insights on B2B marketing and sales. Ardath Albee — CEO and B2B marketing strategist at Marketing Interactions, known for her expertise in creating buyer personas and developing content marketing strategies. Jill Rowley — GTM advisor and LPGTM advisor & LP at Stage 2 Capital, social selling evangelist and keynote speaker, known for her expertise in building relationships through social media. Kathy Klotz-Guest — Marketing storyteller and keynote speaker, known for her expertise in storytelling for B2B marketing. Meagen Eisenberg — Chief marketing officer at Lacework and a seasoned marketing executive, known for her expertise in […]

Sometimes marketers can spot trends as they are on the rise and sometimes we are hit over the head with them (can we say ChatGPT?). What we’ve seen so far this year has been a mix of both: trends that have been gaining steam for a long time and quick pivots as marketers adapt. The past six months alone have given us everything from AI writing to Twitter uncertainties. Everyone loves to talk about their predictions at the start of the new year, but it’s always interesting to watch reality unfold. Are we crystal ball-gazers? Of course not! But we’ve been watching and listening and have seen some themes emerge for B2B content marketing — trends that will likely continue beyond 2023.  Content efficiency matters more than ever Had anyone heard of Mastodon a year ago? Or how about the rise of TikTok as a social channel for B2B brands? Have the words “media company” been floated around your content team? But as marketing teams have felt the pressure of the economic downturn, they know the task at hand: produce content on smaller budgets and with fewer resources. That means honing in on the content strategies that are working. There isn’t much room for investing your time across multiple channels if you’re not seeing results.  More than ever, teams need to: Use resources wisely Automate (or possibly eliminate) tedious tasks Repurpose content to gain more mileage “Content repurposing is about getting the maximum return from every single piece of content you create. Content repurposing can take many forms, and there are lots of different and creative ways that you can repurpose your content, but every content creator must repurpose.” - Amy Woods, Content 10X While you may be relying on the savvy of your in-house team, if they’re stretched too thin it’ll impact their work. And if your resources are limited, be mindful of what you’re asking them to do. Very few content marketers are unicorns who excel across multiple types of content, so play to […]

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[one-sixth-first][/one-sixth-first][one-sixth][/one-sixth][one-sixth][/one-sixth][one-sixth][/one-sixth][one-sixth][/one-sixth][one-sixth][/one-sixth] B2B marketers are facing more and more challenges. We are asked to do more with less, cultivate human connection balanced with high-tech experiences, all with the threat of artificial intelligence (AI) coming for our jobs. Staying ahead of trends, finding efficiencies that drive impact, maintaining a growth mindset and looking for inspiration are ways TopRank Marketing commits to our missions to elevate the B2B marketing industry. All of this is fueled by community: seeking, creating and engaging in the B2B marketing community of brands and thought leaders doing the work and sharing their highs and lows throughout the journey. This week, our team had the opportunity to attend the annual B2B Marketing Exchange conference in Scottsdale, Arizona. Talk about community — this event was packed with experts, topics and opportunities to connect and collaborate. In case you missed the conference, here are a few highlights and top takeaways: Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To Creativity Pam Didner, vice president of Relentless Pursuit, set the conference tone on day one talking about all aspects of AI and its impact on B2B marketing today — from content creation and campaign structure to audience mapping. Our CEO Lee Odden shared a sneak peek of this session and a deeper dive into the topic last week. Check out the speaker spot here.  It was great catching up with Pam in person! Well, There Goes My Buyer's Journey... Sphere Strategy CEO Jeff Marcoux opened the first general access day talking about the changes we are seeing in the world, brands, markets and audiences. He taught the group the importance of engaging the whole account in the go-to-market (GTM) strategy, how to pivot account-based-marketing (ABM) to cover demand and best practices for metrics for the […]

E-procurement sales top $1 trillion [B2B Marketplaces Report] B2B buying within e-commerce channels experienced 18 percent growth during 2022, with B2B marketplace sales reaching $112 billion, while overall B2B e-commerce sites and apps reached $1.94 billion during 2022 — three of numerous findings of interest to B2B marketers contained in newly-published report data. Digital Commerce 360 B2B Marketers Remain Enamored with Content Marketing 62 percent of B2B marketers have highlighted content marketing as the channel with the highest return on investment (ROI) when it comes to producing leads, with 41 percent pointing to live events, 39 percent email, and 38 percent word-of-mouth, according to recently-released survey data. MarketingCharts [bctt tweet="“Content marketing is evolving and becoming more efficient, as a result. 70% of B2Bs that use it say that it’s much more effective than it was last year.” — A. Lee Judge @ALeeJudge" username="toprank"] LinkedIn rolls out new relationship intelligence tools for B2B marketers and sellers Microsoft-owned LinkedIn has released an array of new tools aimed at finding and fostering the most relevant B2B audience relationship on the professional social platform, with its new Relationship Explorer, along with other improvements including expanded Sales Navigator search functionality and new intent data, LinkedIn (client) recently announced. The Drum OpenAI launches an API for ChatGPT, plus dedicated capacity for enterprise customers With the release of its new application programming interface, OpenAI — the organization behind generative artificial intelligence (AI) chatbot ChatGPT technology, has begun courting greater business integration, while also launching API developer access to its automatic speech recognition system Whisper, OpenAI recently announced. TechCrunch LinkedIn Adds More Ad Targeting Criteria, Provides Tips for Campaigns LinkedIn has added more than 120 new product interest options for marketers […]

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          While reviewing metrics, it can sometimes be hard to identify the metrics that matter vs vanity metrics. Vanity metrics are metrics that may look impressive on the surface but do not provide meaningful insights into the performance of a marketing campaign or business. They are called "vanity" metrics because they make us feel good but are ultimately superficial and not indicative of real success. Some examples of vanity metrics for marketers include: Likes and followers on social media: While having a large following on social media may look impressive, it does not necessarily translate into actual engagement or conversions. Pageviews: Pageviews can be a useful metric for understanding how many people are visiting a website, but they do not provide any insight into whether those visitors are actually engaging with the content or taking any desired action. Impressions: Impressions refer to the number of times an ad or piece of content is displayed, but they do not measure how effective that content is at driving engagement or conversions. Click-through rates (CTR): While CTR can be a useful metric for measuring the effectiveness of an ad or email campaign, it does not provide any insight into whether those clicks are actually resulting in conversions or sales. Email open rates: Open rates can be a useful metric for measuring the effectiveness of an email campaign, but they do not provide any insight into whether those emails are actually driving conversions or sales. As B2B marketers, it is important to focus on metrics that provide actionable insights into the campaign/brand performance that show true impact and relevance to make make informed decisions about marketing strategies and optimizations. These metrics should be tied to specific business goals and should be tracked over time to measure progress and identify areas for improvement. At B2B Marketing Exchange, I joined the session on vanity metrics, presented by Sophia Agustina (IBM), Carol […]

As a B2B marketer, we know that account-based marketing (ABM) and intent data are closely related in the sense that intent data is often used as a key input to inform and guide ABM strategies, but let's dive in on how they work together to boost sales intelligence and drive conversion. Intent data refers to data signals that indicate a person or organization's intent to purchase a product or service. This can include things like website visits, content downloads, search queries, and other online behaviors that suggest a potential buyer is actively researching a particular solution. By analyzing this data, marketers can gain insights into which companies or individuals are likely to be interested in their products or services and tailor their outreach accordingly. ABM, on the other hand, is a strategic approach to marketing that focuses on targeting high-value accounts with personalized, highly-relevant messaging and content. ABM strategies aim to build strong relationships with key decision-makers at these accounts and ultimately drive revenue growth by converting them into customers. In today's session on" Cracking The Code: How ABM & Intent Data Boost Sales Intelligence & Fuel Success" at B2BMX, Dan Cafiero of Seagate Technology and TechTarget CMO John Steinert shared how they are working together to crack the code of AMB and intent data. Here are the three key takeaways from the presentation: 1 - Do Not Wait for Buyers to be In-Market We have shared a many times before,  that "95% of category buyers are out-market at any given time," says Professor John Dawes of the Ehrenberg-Bass Institute "You can not wait for buyers to be in-market. If you do that, you are already too late and you've lost the sale." - John Steinert, TechTarget [bctt tweet="“You can not wait for buyers to be in-market. If you do that, you are already too late and you've lost the sale.” — John Steinert @JASteinertCRM" username="toprank"] 2 - ABM is Not Marketing, it is Sales […]

[one-fifth-first][/one-fifth-first][one-fifth][/one-fifth][one-fifth][/one-fifth][one-fifth][/one-fifth][one-fifth][/one-fifth] [one-fifth-first][/one-fifth-first][one-fifth][/one-fifth][one-fifth][/one-fifth][one-fifth][/one-fifth][one-fifth][/one-fifth] This week, the annual B2B Marketing Exchange (#B2BMX) conference kicks off in Scottsdale, Arizona, and if the promise of sunshine wasn’t enough, the speaker lineup has me radiating with excitement.  This is my first B2BMX and I’m hoping to run into some old friends as well as make some new connections while we soak up the energy and inspiration from the B2B marketers attending, presenting and exhibiting at the event.  If you are like me and get easily overwhelmed with so many inspiring sessions from top thought leaders, here’s a cheat sheet for my can’t-miss sessions.  Here are my top 12(because I couldn't narrow it down to 10) Can’t-Miss Sessions at B2BMX 2023: DAY 1 - FEB 27 Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To Creativity Last week we were honored to talk to Pam Didner (Relentless Pursuit), to get a sneak peek of these session on artificial intelligence (AI) and the impact it has on B2B marketing. She will explore some of the current AI applications already in use in the B2B landscape, as well as how to better understand how AI impacts the sales and marketing landscape, help us all connect the dots between the AI and our marketing roles, and so much more. Well, There Goes My Buyer's Journey... In this keynote presentation Jeff Marcoux (Bombora) will explore the shift in thinking and execution needed to engage the whole account in your go-to-market (GTM) strategy, along with examining why its time to pivot in account based marketing (ABM) to cover the demand unit, and much more. We spoke with Jeff about about this fascinating session and you can read in our in-depth preview here: "B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) […]

If you haven’t heard the jokes yet, you will. ChatGPT is the terminator, and all of us content marketers are Sarah Connor. It’s only a matter of time before the evil machines seize our jobs out from under us and send us scrambling for one of the six journalism positions left on the planet. If, someway, somehow, we want to stay in marketing, our only desperate recourse will be to learn how keywords actually work, or worse… try PAID SEARCH. …Ok, so the reality isn’t all that dramatic, no matter what those jokers in SEO want you to believe. There is, however, a grain of truth behind all the ribbing: the fact is, ChatGPT and advanced machine learning AI like it is going to change how content marketing works forever. In fact, it already is. It’s just not going to replace content marketing or content marketers. In fact, with the right outlook and attitude, ChatGPT represents more of an exciting opportunity for content marketers than an existential threat. While we’ll probably never be able to use it to do our jobs, it can make several processes more streamlined, informed, and strategic. Even more importantly, as ChatGPT starts to affect content marketing, it has a way of revealing what has always been most important — and human — about the process in the first place. By paying close attention to how ChatGPT is changing content marketing, therefore, we can better understand not only what our roles will look like in the future, but also how to perform those roles better than ever. In that spirit, I want to take a look at five ways ChatGPT will (or already is) changing content marketing forever — and how we can use each of these changes to learn how to do our jobs even better. [bctt tweet="“With the right outlook and attitude, ChatGPT represents more of an exciting opportunity for content marketers than an existential threat.” — Harry Mackin @Shiitakeharry" username="toprank"] 1 — Human content will need human insights to stand out I promised I […]

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Our B2B Marketing Exchange Speaker Spotlight is back with none other than Jeff Marcoux, CMO at Bombora, a provider of Intent data for B2B sales and marketing. With a conference theme of Performance Plus, Jeff is a great choice for a B2BMX keynote speaker with his extensive background in tech and enterprise B2B Marketing. I first met Jeff when he was a CMO Lead, Worldwide Enterprise Marketing at Microsoft in 2015 and was kind enough to educate us all in the art and science of predictive analytics. Jeff has continued on his path as a sophisticated B2B marketer in senior marketing leadership roles, giving back as an adjunct professor in marketing and starting his own go to market consultancy. At B2BMX, Jeff will be keynoting on the need for B2B marketers to disrupt their Go to Market approach to more effectively engage the entire account as companies dealing with economic uncertainty. This interview is a bit of a preview of his talk or a summary in case you don't make it to B2BMX. Tell us about your role as CMO at Bombora Jeff: I was a Bombora customer back at TTEC and I was a customer when I was at Icertis. I've always used it in my teaching, like for UC Irvine and Oregon State University.  I've used them when I was doing some fractional CMO work and when I was doing a lot of advisory work with accounts, trying to figure out intent data. I have always been a fan and a champion as a customer. They wanted me to come in and essentially do what I was doing as a kind of an evangelist advocate for the brand naturally, but to replicate that internally. A lot of people don't know this about Bombora, but we have three distinct business units to some extent. We've got the intent data side that everybody knows about. We also have a massive audience solutions business where we provide data to most of the big B2B holding companies and major brands. And then we have a whole channel partner ecosystem where people tend to see our stuff, like in 6sense and solutions like that. There […]

Millennial and Gen Z B2B buyers are many and demanding online [Report] 64 percent of business buyers are in the millennial and Gen Z demographic, with the B2B buyers in these groups more likely to express dissatisfaction relating to purchase experiences than those in older groups — two of several findings of interest to B2B marketers contained in newly-published Forrester report data. Digital Commerce 360 The Most Impactful Trends of 2023, per Agencies 69 percent of marketing executives have said that short-form video is the 2023 trend that will have the greatest impact on clients and the marketing industry, while 43 percent pointed to influencer marketing as a trend expected to have strong impact, with 43 percent having also pinpointed the smarter delivery of personalized experiences, according to recently-released survey data. MarketingCharts Marketing’s strategic importance continues to rise 40.9 percent of marketers see a greater strategic role for marketing in their business in 2023, up 10 percent from 2022, while 35.5 percent of B2B marketers noted that marketing is fully understood within their organization — two of numerous findings of interest to digital marketers contained in newly-released marketing survey data. Marketing Week Microsoft Bing Tests Image Creator In Search Results Microsoft's Bing search engine has begun testing the addition of a feature for the creation of prompt-driven artificial intelligence (AI) generated images, harnessing the technology of DALL-E to augment it's Prometheus-powered AI search capabilities, Microsoft recently announced. Search Engine Roundtable LinkedIn Adds Option to Tag Chats with a ‘Starred’ Function Microsoft's LinkedIn has rolled out a new option offering the helpful ability to use stars to denote especially important private message conversations on the professional social media platform, adding a new way for B2B marketers to organize direct messages, LinkedIn announced recently. Social Media Today The […]

Where do B2B Marketers go for up to date information, great networking and insights on what's working in B2B Marketing? B2BMX is definitely on the list of events where business marketing professionals find what they need to succeed in the dynamic and fast changing world of B2B marketing. To give TopRank's B2B Marketing Blog community a preview of the expertise to be found at the B2B Marketing Exchange marketing conference, today's post features an interview with my longtime friend and B2B Marketing/Sales champion, Pam Didner. Pam worked at Intel for over 14 years before elevating her career to become an international keynote speaker, workshop leader, adjunct professor, author of multiple B2B marketing books and one of the most influential people on the topic of B2B marketing. She's also VP of Marketing at Relentless Pursuit. At B2BMX, Pam is giving a keynote presentation about the impact of Artificial Intelligence on efficiency and creativity for B2B marketing. The official presentation title is: Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To Creativity. With B2BMX just around the corner (February 27 - March 1st) and very few tickets remaining, Pam took time out from a family trip to Asia to chat with me about AI implications for B2B - a very hot topic for marketers right now. Check out the full interview podcast here: See the full video interview with Pam Didner in episode 3 of Elevate B2B here: Before all the buzz about ChatGPT, AI has played a role in B2B marketing for some time. What are some of the most impactful applications for B2B marketing you've seen from generative AI? Pam: The most popular applications that I've seen tend to be the AI assisted writing platforms such as ChatGPT and other writing platforms. You can actually open the platform and you can brief artificial intelligence to write based on how you brief them. A lot of content marketers and even companies are using that, and a majority of them are […]

What are some of the top reasons that B2B brands are leveraging influencer marketing in 2023? In the following infographic, we share 15+ valuable insights, take-aways and statistics that show how B2B brands and marketers are increasingly turning to the power of influencer marketing to add the type of human touch-points that are more important than ever in the face of increasing use of artificial intelligence (AI), and to help strengthen marketing efforts in the face of economic uncertainty. Let’s jump right in with an array of 15+ helpful and sometimes-surprising B2B influencer marketing insights. You can download a full-resolution PDF version of this infographic here. Dig deeper into the benefits of influence in our free 2022 B2B Influencer Marketing Report, featuring 59 pages rich with actionable survey insights, case studies from B2B brands, predictions from some of the world’s top B2B marketing experts, a list of 20 top influencer marketing practitioners from major B2B brands to follow and learn from, and more. The post Infographic: 15+ Reasons B2B Brands are Leveraging Influencer Marketing appeared first on B2B Marketing Blog - TopRank®.

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B2C and B2B Customers Expect Personalized Content at Different Stages of the Purchase Journey 57 percent of B2B customers have said that they expect personalized content when discovering a company's products and services — compared with 22 percent of B2C customers, with greater overall personalization expected from B2B customers than from those in B2C at each of six buying stages, according to newly-published Adobe and Forrester survey data. MarketingCharts 38% of marketers shift strategy from customer acquisition to loyalty Roughly a third of marketing executives have said that they are hoping for more robust budgets in 2023 than in 2022, while over half noted that inflationary concerns had impacted their business — two of several findings of interest to B2B marketers contained in recently-released survey data. Marketing Dive [bctt tweet="“In the #B2B world today, your prospects and customers expect your advertising to deliver highly-personalized, tailored messaging to them. That's why for effective marketing, targeting customers at the right moment is key.” — @AnnabBrantley" username="toprank"] Where Are B2B Marketers Seeing Success with Chatbots for Demand Gen? 57 percent of B2B marketing professionals see chatbots as beneficial to gathering better audience knowledge, with 55 percent pinpointing the technology as being helpful for lead generation, while 43 percent said that chatbots can help when it comes to prospect education — three of the top 10 ways that chatbots were seen as benefiting demand generation according to newly-released report findings. MarketingCharts Google publishes new link best practices Search giant Google has updated its guidelines document relating to website linking best practices, including an array of new usage examples and handy access to the company's related link-checking tools, Google recently announced. Search Engine Land 82% of Marketers Say Content’s Importance As a Revenue Driver Has Grown 41 percent of marketers […]

Dentsu International’s Global CEO, Wendy Clark, and Global CCO Fred Levron announced the launch of DENTSU CREATIVE, dentsu’s global creative network, at Cannes Lions. Designed to unify and accelerate creativity across the business, DENTSU CREATIVE will serve as the sole creative network for Dentsu International working with clients around the globe.  In a bold move, Dentsu International has created an entirely new global creative network, uniting its creative agencies, including 360i, dentsuMB and Isobar, and expanding its Entertainment, Earned Attention and Experience capabilities. The launch is part of a broader strategy aimed at simplifying client engagement and injecting creativity in everything Dentsu International does, all backed by a depth and breadth of creative capabilities that are unparalleled in the market.  DENTSU CREATIVE is poised to transform brands and businesses through the lens of Modern Creativity, which looks to deliver ideas that Create Culture, Change Society and Invent the Future.  Led by Fred Levron, who joined Dentsu International as Chief Creative Officer in November 2021 and has demonstrated the transformative power of creativity throughout his acclaimed career; DENTSU CREATIVE will be comprised of 9,000 creative experts in 46 markets connected to 37,000 media and CXM experts across Dentsu International, and collaborate closely with Dentsu’s creative team in Japan.  DENTSU CREATIVE blends dentsu’s The post 360i is Now DENTSU CREATIVE appeared first on 360i Digital Agency Blog.

Sour Patch Kids, everyone’s favorite sweet-sour candy, has taken social by storm. Soon after making Gen Z dreams come true with an Olivia Rodrigo collab that all began with a Tweet, the brand blew past one million followers to become the most popular snack brand on TikTok. How did they do it?  Adweek recently caught up with 360i Social Strategist Shelby Jacobs to find out, as part of the Social Confidential video series that looks behind the logo to find out who is tweeting and sharing for major brands. Shelby dished on SPK’s most popular TikTok, the sweetest part of her job, her advice for fellow brand managers on social, and more.  Head to Adweek to hear more about the strategy that launched SPK to 1.4 million followers.   The post Adweek’s Social Confidential: How Sour Patch Kids’ ‘No-Rules’ Approach Hypnotizes and Delights Fans appeared first on 360i Digital Agency Blog.

360i was selected as one of 15 agencies to watch by Adweek’s Agencies and Creativity editorial team. The brand was selected for its mastery of TikTok, work for OREO, a track record of new business and extensive plans to make Preparation H a digital super star.  See why 360i was celebrated for its ability to effectively tap into culture and connect brands with consumers in Adweek.  The post Adweek Names 360i as a Creative-First Agency to Watch in 2022 appeared first on 360i Digital Agency Blog.

We’re taking a quick break from launching killer work for OREO, 7-Eleven and Burger King to welcome some new senior leaders to the team here at 360i and across dentsu’s creative offering, which also includes our sister agencies dentsuMB and Isobar. After a strong year of new business wins and organic growth, we’ve added some new roles and new leaders who are courageous, curious, and bring a can-do spirit to the work we do each day.    Brian Eden joins 360i as Executive Creative Director after nearly three years at agency FIG. Prior to FIG, he spent more than five years at Droga5, and over the course of his career has worked with a range of clients including The New York Times, Hyundai, Ancestry, Hennessy, and more. In addition to picking up a Titanium Lion at Cannes for Prudential’s “Challenge Lab” and Best in Show at AICP Post for Zillow’s “The Journey”, his work has been recognized at every major industry awards show, including D&AD, One Show, and the Effies. Brian will be leading creative for clients including OREO, Kroger, and Pirate’s Booty.   We’ve also brought on Bridget Jewell as Group Director, Social Creative. Bridget spent the previous eight years at Periscope, where she rose from her role as a community engagement strategist to become a Creative Director overseeing work for clients like The post 360i and dentsu Creative Bolster Leadership Team appeared first on 360i Digital Agency Blog.

Burger King has hired 360i to oversee its US social media account, a move the brand says is needed to bring a fresh perspective to its strategy.   Ad Age covered the significant win as part of their weekly agency brief. The international chain acknowledged a proven track record since 360i already handles social for 7-Eleven and several other Mondelez brands including OREO and Sour Patch kids.   See this lead story in Ad Age’s Agency News email newsletter.  The post Burger King Taps 360i to Ignite the Brand’s Social Strategy with Fresh Perspective appeared first on 360i Digital Agency Blog.

We are pleased to share that our own Ashley Evangelista was named on Business Insider’s 2021 Rising Stars of Madison Avenue. This list recognizes individuals that develop standout creative campaigns, use data in new ways, change business practices, and challenge the traditional agency model. Ashley does all of these things and more with her team at 360i.  Ashley is a key strategic leader on several large accounts at 360i and most recently led the strategy for 7-Eleven’s first major brand campaign in nearly a decade. Check out “Take it to Eleven” here. Ashley’s achievements go beyond creatively solving our clients’ business challenges. She helped to grow 360i’s roster by bringing in consumer healthcare brands TUMS and Emergen-C.  Congratulations Ashley!   Read the full article on Business Insider.  The post 360i’s Ashley Evangelista Recognized on Business Insider’s Rising Stars of Madison Avenue appeared first on 360i Digital Agency Blog.

This week, 360i launched OREO x Pokemon, which features a beautiful OREO cookie animation and OOH art display which is currently installed in Los Angeles.  This work is an example of authentic brand alignment with the animation perfectly showcasing the artistry of Pokemon while still spotlighting the iconic OREO cookie. The collab is being celebrated in advertising trades and mainstream press.    Witness how the hunt begins with coverage in Adweek.  The post Catch ‘em. Then Eat ‘em. 360i Spearheads a New OREO x Pokemon Collab appeared first on 360i Digital Agency Blog.

We are excited to welcome Ed Zazzera as the Head of Production for dentsu’s creative offering. Ed will streamline, optimize, and continually elevate the creative output for dentsu’s creative companies, which includes 360i. He’ll partner with former DDB colleague and current US Chief Creative Officer Menno Kluin to build an integrated production process that ensures all parts of the creative machine operate in concert. Together, the duo will fortify craft and execution to produce bold, impactful creative ideas. The former production lead for BBH and DDB joins dentsu Creative from McCann Health. Ed brings decades of dedication to executional excellence and numerous awards, including honors at Cannes Lions, D&AD, One Show, Clio, AICP, AICP Next, and the Webby’s, amongst others.   Kluin stated, “This was a long sought-after role that required someone who can adapt to dentsu Creative’s unique integrated model. We’re a craft-first, outcome-obsessed network of creative companies that deliver everything – from big TV spots at dentsuMB and culture-rich campaigns at 360i, to experience-driven innovation at Isobar. Ed’s deep experience across industries, verticals, and disciplines will streamline these outputs and help deliver creative consistency across the network.”  Most recently, Ed led integrated production on the highly awarded, The Unfinished Votes, campaign for Change the Ref, which utilized deepfake technology The post Ed Zazzera Joins dentsu as Head of Production for Network’s Creative Offering appeared first on 360i Digital Agency Blog.

360i Executive Creative Director Devon Hong shared his creative inspirations and what has shaped his personal life and career in The Muse by Clio. He has a lot of experience to tap into, including recent work on 7-Eleven’s “Take it to Eleven” brand refresh and various projects for Mondelez International.  Check out his storied career from Spotify to Smirnoff here.  The post 360i’s Devon Hong Shares His Creative Distinctiveness in an Interview with The Muse by Clio appeared first on 360i Digital Agency Blog.