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Top Marketing Resources for CMOs in 2019

Marketing Resources CMO

Marketing Resources CMO

A seat at the executive table for marketers in the form of the CMO role has not come without costs. CMOs have half the tenure of CEOs and the spotlight is on marketing leadership like never before.

While it’s undoubtedly a tough job, there's plenty of opportunity. More than 25% of CEOs at large publicly traded companies have a marketing background. A CMO title has become the ultimate goal for many marketers and those that make the grade have to continue working hard on advancing their knowledge, skills and staying on top of industry trends.

To help CMOs and aspiring CMOs connect to strategic, useful and engaging information, here are 5 of the top resources worthy of a CMOs time.

1. CMO Moves - Nadine Dietz has created a new site and interview series that shares what she calls the human side of game-changing CMOs. CMO Moves asks CMOs at brands ranging from Ameritrade to Ford to Walmart questions like, How did they get to the top? What rules did they have to break along the way? Who do they see as their role models? How do they inspire and grow their teams to greatness?

CMO Moves was recently acquired by Adweek with 52 podcast episodes plus articles and resources. The site is a great opportunity for CMOs and fast tracking marketers alike to learn from their peers.

2. Marketing Industry Influencers of CMOs - Of course resources for marketing knowledge come in many forms and we all know that peers are far more influential than brands, including the topics tracked by CMOs. Speaking of tracking, Forbes has reported on the top influencers of CMOs citing research from Leadtail and their tracking of nearly 1,300 North American CMOs.

CMO Influencers

Here is a list of the top 10 influencers of CMOs:

  • Vala Afshar (@ValaAfshar): Chief Digital Evangelist, Salesforce
  • Tamara McCleary (@TamaraMcCleary): CEO, Thulium.co
  • Scott Brinker (@ChiefMartec): VP Platform Ecosystem, HubSpot
  • Gary Vaynerchuk (@GaryVee): CEO, Vayner Media
  • Kim Whitler (@KimWhitler): Former GM / CMO, Forbes contributor
  • Evan Kirstel (@EvanKirstel): Cofounder, EviraHealth
  • Brian Solis (@BrianSolis): Principal Analyst, Altimeter Group
  • Michael Brenner (@BrennerMichael): CEO, Marketing Insider Group
  • Margaret Molloy (@MargaretMolloy): CMO, Siegel + Gale
  • Jay Baer (@JayBaer): Founder, Convince and Convert

While this list is from 2017, I have found lists of this type to be fairly consistent year after year. Hopefully Leadtail will publish an updated report in 2019 or maybe we should.

CMOs also learn from their peers. Here is a list of the top 10 most influential CMOs according to 2018 research from Forbes and Sprinklr:

  • Keith Weed (@keithweed): Chief Marketing and Communications Officer, Unilever
  • Linda Boff (@lindaboff): Chief Marketing Officer, GE
  • Leslie Berland (@leslieberland): Chief Marketing Officer & Head of People, Twitter
  • Antonio Lucio (@ajlucio5): Global Chief Marketing Officer, Facebook
  • Raja Rajamannar (@RajaRajamannar): Chief Marketing & Communications Officer and President, Healthcare Business, Mastercard
  • Ann Lewnes (@alewnes): EVP & Chief Marketing Officer, Adobe
  • Phil Schiller (@pschiller): Senior Vice President of Worldwide Marketing, Apple
  • Dean Evans (@Hyundai): Chief Marketing Officer, Hyundai
  • Kristin Lemkau (@KLemkau): Chief Marketing Officer, JPMorgan Chase
  • Marc Mathieu (@marcfmath): Chief Marketing Officer, Samsung Electronics America

3. Websites - There are many marketing publications but not that many websites specifically focused on content for CMOs. Here is a list of 6 industry publications dedicated to the chief marketing officer.

4. Podcasts - When you’re as busy as a CMO is, you have to use every spare bit of time as efficiently as possible and podcasts on a commute, on a plane or similar time are just that. Here are 10 of the top podcasts recommended by CMOs via the CMO Club:

5. Special Interest Groups - Communities for senior marketing decision makers.

Of course there are many more useful resources ranging from industry conferences to executive education to special analyst reports but hopefully this post has provided you with links to information and communities that are helpful. It might take some trial and error to find the right sources for your specific needs and interests, but one thing is certain: there will alway be a need to feed a marketing executive's brain with up to date analysis, insight and trends.

If you are a senior marketing executive, what resources would you add?

The post Top Marketing Resources for CMOs in 2019 appeared first on Online Marketing Blog - TopRank®.

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How to Use the Instagram Countdown Sticker for Business

Want to promote time-sensitive events and offers on Instagram? Wondering how the Instagram countdown sticker can help? In this article, you’ll learn how to set up the Instagram countdown sticker in stories, and find four ways to use the sticker for marketing. What Is the Instagram Countdown Sticker? Instagram has long been known for sharing […]

The post How to Use the Instagram Countdown Sticker for Business appeared first on Social Media Marketing | Social Media Examiner.

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Twitter Publisher Dashboard Improves Audience Insights

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Twitter announcing new publisher tools, a beta program for upcoming features, and more with special guest Madalyn […]

The post Twitter Publisher Dashboard Improves Audience Insights appeared first on Social Media Marketing | Social Media Examiner.

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Digital Marketing News: YouTube’s Bubble-Under Suggestions, New B2B Studies, & Making Marketing More Human

The post Digital Marketing News: YouTube’s Bubble-Under Suggestions, New B2B Studies, & Making Marketing More Human appeared first on Online Marketing Blog - TopRank®.

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Phrases That Sell: 8 Copywriting Tips

Want to write marketing copy that moves people to take action? Looking for tips from an expert copywriter? To explore how to create phrases that sell, I interview Ray Edwards, one of the world’s leading copywriters. He’s the author of How to Write Copy That Sells and hosts a podcast called The Ray Edwards Show. […]

The post Phrases That Sell: 8 Copywriting Tips appeared first on Social Media Marketing | Social Media Examiner.

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How A Best Answer Content Strategy Drives B2B Marketing Results

Best Answer Content B2B Marketing

Best Answer Content B2B Marketing

For many B2B marketers content is a numbers game, especially as the number of channels for discovery and engagement grow right along with competition for attention.

We all know how the information overload story ends: buyers disconnect, they start to ignore marketing content and they lose trust in the brands trying so desperately to reach them.

Smart voices like Ann Handley in the B2B marketing industry have called for a focus on quality and even brevity over the hamster wheel of content mediocrity. Many have listened and yet many more B2B marketers are still fighting the uphill battle of creating uninspired blog post after blog post, ebooks, white papers, case studies and who knows how many social messages - and to what end?

Is your marketing about creating content or answers? Think about what your customers really want.

The failure to communicate by B2B marketers has numerous causes ranging from flawed thinking that more is better to content quality issues to what I like to call “invisible content syndrome”, or content without visibility to the buyer.

Answering buyer questions is nothing new. While best answer content is a topic we’ve been evangelizing at TopRank Marketing since our book Optimize was published 7 years ago and since, changes in voice search and what Google shows in search results has put Q and A content marketing into the SEO spotlight.

The new SEO is optimization for answers. Along those lines you can learn about AEO (Answer Engine Optimization) which focuses on voice search.  There’s also Google’s "People Also Ask” feature which now show up for 79% of search results according to Moz. The difference between optimizing content through AEO tactics or for PAA visibility with a best answer strategy is the difference between visibility on a single channel like Google and consistently visibility across channels for a specific topic.

Being the best answer is hard, but that's the price for being in the winner's circle of consistent top visibility. While it’s more difficult to achieve best answer authority on multiple channels than just Google, in this world of information overload, self-directed business customers are searching for useful, credible information they can use to educate, evaluate and make purchasing decisions.

If buyers don't see consistent, credible and engaging "best answer" content across channels from your brand, they'll begin to trust competitors who are.

B2B buyers are using Google but they are also asking their social networks, listening to influencers, seeing some ads, consulting with peers in forums, reading industry editorial, blogs, and a variety of offline information sources.

Successful B2B marketers understand their buyers preferences for information discovery, consumption and engagement. They use customer insight and understanding of intent to create best answer content that is easy to find in search, credible and a great user experience. They also create a cycle of optimization where ongoing performance analysis is used to refine and improve.

So how do B2B marketers create best answer content?

Josh Nite from our team has outlined a few good best answer content examples here. Let's also look at some of the characteristics of best answer web pages aka “power pages”.

Power Page Layout

1. Customer Insight - Whether it’s keyword research, CRM or conversion data from your web analytics, it’s important to step beyond your own intuition about what topics to focus on and rely on data.Consider what is it that your brand should be the best answer for and what customers are looking for that best represents your solution. Metrics that give you an indication of demand like keyword research and intent like analytics and conversion data can point you in the right direction as to what topics to validate.

2. Best Answer Topic(s) - The research and insights work should help you identify the general topic to focus on for best answer content. Then you can leverage answer research tools like BuzzSumo’s Question Analyzer which pulls data from Q/A sites and forums to surface the actual questions being asked about those topics.

3. Hub and Spoke Publishing Model - I first outlined the idea of a hub with distribution channels back in 2010 and the idea has endured. At the center is a comprehensive treatment of your best answer topic. Today we call them “power pages”, more about them below. The spokes have evolved from simply being places to promote your hub content to also include other content representing variations of your main best answer topic.

accounting software hub and spoke content

15% of the daily queries used on Google have never been seen before, so it's important to surface the most important variations on your primary best answer topic. Those variations present a more comprehensive representation of your brand's dominance on the overall topic and also provide many repurposing and content promotion opportunities.

4. Power Page - The hub or Power Page provides specific and deep coverage of a Best Answer Topic in a way that appeals to search engines and buyers alike. Whether a buyer's intent is to understand the topic broadly or to start evaluating what specific solutions can mean for their problem, a Power Page provides an easily findable, deep and engaging explanation. Some common characteristics of the best performing Power Pages include:

  • Leverage keywords/topics in titles to inspire clicks
  • Include page features that increase engagement (interactive, visual)
  • Provide comprehensive content on specific topics: examples, research, models
  • Cover related topics as well

5. Distribution Channels - Power pages are often hosted on a company website or blog. But that’s not the only place buyers will look for your solution topics. It’s important to have an integrated content plan that incorporates owned, earned, paid and shared media.

Hub Spoke Promotion

Whether you partner with industry influencers and industry press to boost credibility or run paid search and social ads for ultra specific targeting, the best answer topic should be consistent across channels where buyers are looking - not just on search engines!

What it takes to be the best answer:

  • Specific, in demand topic
  • More valuable and useful than other sites
  • Credible
  • High quality
  • Engaging
  • Device friendly, accessible
  • Loads fast

By doing the homework of leveraging customer insight and validating with keyword research, you can then identify the actual questions buyers are asking about topics important to your solutions. Answering those questions through a hub and spoke content publishing model ensures a deep focus and coverage of variations on your topic across the channels where customers are seeking answers.

But that's not all. There are many ways to create even better Best Answer content experiences. Having industry experts help answer customer questions segmented by stage of the buying cycle creates and a more credible and targeted experience. In fact, showcasing industry experts in a brand context for best answer content that is more visual or interactive content can really set a B2B brand apart. Easy to find, credible content that’s also a great user experience is exactly what a Best Answer content strategy can do for B2B customers that are actively looking for solutions.

There’s a lot more to this topic and I will be digging in more deeply during an upcoming Webinar with BuzzSumo on January 23rd at 2pm EST.

B2B best answer marketing webinar
How A Best Answer Strategy Drives B2B Marketing Results

This presentation will show you:

  • The modern content marketing integration model
  • How to use SEO question data to inform credible content and influencer selection
  • What "best answer" content looks like with examples from B2B companies

Check out the details here on the BuzzSumo site and I hope to see you there!

The post How A Best Answer Content Strategy Drives B2B Marketing Results appeared first on Online Marketing Blog - TopRank®.

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How to Monitor Your Social Media Mentions: 5 Listening Tools

Need help monitoring your company’s mentions on social media? Looking for tools to simplify the process? In this article, you’ll discover five social media monitoring tools to help you better engage online. #1: Enhance Customer Service: Agorapulse Gone are the days when customers would ring up your call center or write you an email to […]

The post How to Monitor Your Social Media Mentions: 5 Listening Tools appeared first on Social Media Marketing | Social Media Examiner.

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Creating a Customer Community: The Journey, Season 2, Episode 17

Do your customers love your product? Then watch the Journey, Social Media Examiner’s episodic video documentary that shows you what really happens inside a growing business. Watch The Journey This episode of the Journey explores how Social Media Examiner begins to enable their customers to connect with each other. Watch to see where they find […]

The post Creating a Customer Community: The Journey, Season 2, Episode 17 appeared first on Social Media Marketing | Social Media Examiner.

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Expand Your YouTube Ads’ Reach With Custom Intent Audiences

Custom intent audiences can extend your reach by targetting people who are already interested in their product or service. Learn a PPC expert's go-to audiences for more specific targeting.

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The Next Level of Influence: 30 Essential Influencer Marketing Statistics

30 Essential Influencer Marketing Statistics

30 Essential Influencer Marketing Statistics

Pop Quiz: When influencer marketing is done right, who wins?

a) Your brand
b) The influencers
c) Your audience
d) All of the above

In case you missed the last few classes, the answer is D. In the ideal influencer marketing engagement, your brand gets a boost in credibility, authority, and exposure to a new audience. The influencer gets a cool content asset to promote, association with other thought leaders, and is able to grow their influence in their niche. And the audience gets awesome content neither the influencer nor the brand could have produced on their own.

Getting to that “everyone wins” stage requires strategic planning and execution, though. You can’t just throw money at someone with a big Instagram following and expect results.

Our agency was a pioneer in B2B influencer marketing, and we’re invested in taking it to the next level. Our approach has seen amazing results for Fortune 500 companies and small businesses alike.

To help you reach the next level of influencer marketing — what we call Influence 2.0 — this post combines our experience with original research from other thought leaders in the industry:

  1. Influencer Marketing: Science, Strategy & Success (Zine)
  2. An Evaluation of Brand Influencer Partnerships (Onalytica and Smart Insights)
  3. Two Sides of the Same Coin: Exploring the Brand and Influencer Relationship in Influencer Marketing (Activate)
  4. State of Influence 2.0 2018 (Traackr & Altimeter Group)
  5. Influence 2.0: The Future of Influencer Marketing (TopRank & Altimeter & Traackr)
  6. The State of Influencer Marketing 2017 (Linqia)
  7. Sponsored Spenders Survey (Collective Bias)

Read on to upgrade your influencer marketing and get ready for what comes next.

30 Essential Influencer Marketing Statistics

Influencer Marketing Works

  1. Over half of brands say influencer content outperforms brand-created content. Only 6% said it underperformed brand content. 6
  2. 78% of consumers will buy when recommended by someone they feel they know and trust. 1
  3. 67% of consumers have no negative reaction to sponsored content. 7
  4. 58% of brands have seen improved brand awareness and perception from influencer marketing campaigns. 2
  5. 54% saw an increase in leads and revenue. 2

Influencer marketing works because the message comes from people your audience already trusts. It also works for awareness and brand positioning, but also for driving revenue.

As our CEO Lee Odden defines it: "Influencer marketing activates internal and industry experts with engaged networks to co-create content of mutual value and achieve measurable business goals."

[bctt tweet="#InfluencerMarketing activates internal and industry experts with engaged networks to co-create #content of mutual value and achieve measurable business goals. - @leeodden" username="toprank"]

Very Few Influencer Marketing Programs are Fully Mature

  1. Only 10% of organizations are fully mature with influencer marketing; that is, running a cross-functional program. 4
  2. 46% are using influencer marketing tactically, but have not integrated it across marketing. 4
  3. 57% of marketers say influencer marketing will be integrated in all marketing activities by 2020. 5
  4. 62% are going to spend more on influencer marketing in the year to come. Only 4% will spend less. 4

Marketers have a ways to go with influencer marketing sophistication. Investing more time and budget is a good start, but sophistication really comes from integrating influencers across your marketing initiatives on an ongoing basis, from strategy to content to promotion and beyond.

[bctt tweet="#B2B #influencermarketing is still in its infancy—which means there are plenty of opportunities to begin implementing it today. @azeckman" username="toprank"]

Sophisticated Influencer Marketing Involves Deeper Relationships

  1. Nearly half of marketers are working on long-term campaigns w/influencers. 2
  2. 40% of influencers say they’re in long-term partnerships. 2
  3. 48% of B2C influencer programs are ongoing, but only 11% of B2B are. 5
  4. Only 29% of influencers are asked for their opinion on content direction. 1
  5. 55% of marketers say content strategy and direction are decided well before influencers are added. 1
  6. Only 25% of influencers said brands shared engagement goals with them. 1

Building long-term relationships with influencers is crucial for sustainable influencer marketing. The relationship-building should include working with the influencers on content strategy, direction, and engagement goals.

As Rani Mani, Adobe's Head of Social Influence Enablement, recently told us in an interview: "We at Adobe pride ourselves on cultivating and nurturing long term relationships with our influencers. We look at it as dating with an eye towards long term commitment which means we are always looking to establish a 'give to get' exchange where all parties come out ahead."

[bctt tweet="We look at #influencermarketing as dating with an eye towards long term commitment, which means we are always looking to establish a 'give to get' exchange where all parties come out ahead. - @ranimani0707" username="toprank"]

Influence Is More than Follower Count

  1. Only 25% of consumers are more likely to buy a product when someone with over 1 million followers recommends it. 1
  2. As reach grows, engagement tends to drop. 1,ooo-10,000 is the sweet spot for engagement. 1

It’s time to rethink what makes a good influencer, especially for B2B brands. Reach is only one part of the equation; resonance and relevance are even more important than size of audience.

Not long ago, our own Ashley Zeckman, Senior Director of Digital Strategy, wrote: "Social reach should be a consideration for your B2B influencer marketing program, but not the only one. Sometimes the influencers with the largest reach may not be engaging their audience in a meaningful way that leads to more users connecting with your content."

Look for people who are actively engaging with their audience, and are talking about topics relevant to your brand.

[bctt tweet="#Social reach should be a consideration for your #B2B #influencermarketing program, but not the only one. @azeckman" username="toprank"]

Aim for Content Co-Creation, Not Sponsorship

  1. 73% of influencers said they put more effort into content when they’re passionate about the brand/product. 1
  2. Only 27% said they put in more effort when the campaign involves financial compensation. 1
  3. Only 34% expect financial compensation. 1
  4. However, 65% expect some form of reward. 1
  5. Only 14% said being paid well was the most important reason to work with a brand. 2
  6. 52% say building their influence on key topics is most important reason to be an influencer. 2
  7. Top criteria for influencers choosing brands? Most important is “I love the brand and already post about them organically.” 3

While financial compensation can be part of your influencer marketing strategy, it shouldn’t be the whole strategy. Money can’t buy genuine enthusiasm and emotional investment. Look for influencers who are already excited about your brand, are eager to share their thoughts and expertise on a relevant topic, and work with them to create content you both can be proud of.

[bctt tweet="While financial compensation can be part of your #influencermarketing strategy, it shouldn’t be the whole strategy. Money can’t buy genuine enthusiasm and emotional investment. @NiteWrites" username="toprank"]

Level Up Your Measurement

  1. 78% of marketers surveyed use influencers to build brand awareness. 3
  2. 45% cite sales conversion as their primary goal. 3
  3. 5% of marketers surveyed are tracking engagement rate, while only 45.92% track sales conversion. 3
  4. 37% of influencers cite brand awareness as their goal, while 22% cite sales conversion. 3
  5. 74% of marketers surveyed said sales conversion was one of their top goals for influencer marketing. 5
  6. 76% of marketers surveyed said determining ROI was their top concern. 6

Influencer marketing isn’t just for brand awareness. Like every other marketing tactic, your influencer efforts can contribute to revenue and that impact should be properly attributed. It’s important to make revenue measurement part of your initial planning and goal-setting.

[bctt tweet="#InfluencerMarketing focuses on the entire customer journey, driving demand, leads and to help with nurture. @AmishaGandhi @SAPAriba" username="toprank"]

The Next Evolution of Influence

As these statistics show, it’s time to rethink what influencer marketing is and what it can do. It’s more than one-off sponsorship deals with celebrity contributors to boost brand awareness.

Influence 2.0 means finding the true influencers for your audience. It means developing long-term relationships to co-create valuable content worth getting excited about. And it means setting goals throughout the marketing funnel and being equipped to measure them, from engagement down to revenue. When you can do all of that, everybody wins.

Is your B2B organization just getting started with influencer marketing? There are six things you absolutely need to know.

The post The Next Level of Influence: 30 Essential Influencer Marketing Statistics appeared first on Online Marketing Blog - TopRank®.

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