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Monthly Archives: January 2020

150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results

One of the fastest ways to increase your performance is to improve your call-to-action. We did a meta-analysis of 150 of our experiments to determine 6 cognitive conditions that can hurt conversion.

The post 150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results appeared first on MarketingExperiments.

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Digital Marketing News: Google Rejiggers Results Design, Instagram’s Brand Mentions Feature, Octi AR Social Network, & CX Gets More Budget

The post Digital Marketing News: Google Rejiggers Results Design, Instagram’s Brand Mentions Feature, Octi AR Social Network, & CX Gets More Budget appeared first on Online Marketing Blog - TopRank®.

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How to put together a top-tier SaaS marketing strategy

The SaaS (software-as-a-service) space is anything but static. Sounds like an understatement, right? In fact, recent data from Blissfully notes that the average business Read more...

This post How to put together a top-tier SaaS marketing strategy originally appeared on Sprout Social.

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Grammarly Review: Is it the Best Grammar Checker in 2020?

So reading a Grammarly review is now a priority after that embarrassment. The one that made you realize “yeah, getting a grammar checker might be a good idea.” You reviewed your email carefully. Then you hit send. And only then did you see it. The error your eyes skimmed right by. Buried in the middle of …

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The post Grammarly Review: Is it the Best Grammar Checker in 2020? appeared first on Smart Blogger.

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Break Free B2B Series: Margaret Magnarelli on the Psychology of Trust for Better Content Marketing

Break Free B2B Interview with Margaret Magnarelli

Break Free B2B Interview with Margaret Magnarelli

Trust in marketing—how to build it and how to wield it for good—needs to be top of mind for every modern marketer. Why? Because nearly every decision people make, especially when it comes to purchasing decisions, has an element of trust built in. And content marketers have the opportunity to become trusty guides.

“No one knows everything about everything,” Margaret Magnarelli, Executive Director of Digital Product Evolution and Growth Marketing at Morgan Stanley, shared with us in a recent Break Free B2B interview. “So, we have to be able to give our customers as much information as we can… and take them as close to the line of purchase—to the experience of purchase—as we can.”

According to Margaret, understanding and leveraging the psychology of trust—the intellectual and emotional factors that guide our trust instincts—can be incredibly powerful. But building trust isn’t a solo marketing department endeavor (or ploy).

“If you want to be a trustworthy company… it can’t be just a marketing philosophy. It has to be a business philosophy," she said. “People can see through fake attempts to build trust. So, I would caution brands away from being all things to all people.”

[bctt tweet="If you want to be a trustworthy company… it can’t be just a marketing philosophy. It has to be a business philosophy. @mmagnarelli #BreakFreeB2B #TrustInMarketing" username="toprank"]

From the four “trust factors” to engaging the C-suite around trust to key metrics, listen into Margaret’s full audio interview with TopRank Marketing President Susan Misukanis below.

Break Free B2B Interview with Margaret Magnarelli


If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

  • 1:10 – Why marketers need to car about building trust
  • 2:50 – Four factors of trust
  • 5:20 – Trust as a corporate value
  • 7:12 – Where marketers can make a difference in building trust with consumers
  • 9:40 – Maintaining authenticity while tailoring messages to audience “weaknesses”
  • 10:57 – Building brand intimacy with consistency
  • 13:20 – The bottom-line impact of “trust incidents”
  • 15:16 – Engaging the C-suite around trust
  • 19:20 – Measuring and monitoring brand trust
  • 20:30 – Intertwining trust messaging in current content marketing projects
  • 22:18 – Building trust under pressure to drive results
  • 23:15 – The state of trust in marketing in 3 to 5 years
  • 24:57 – How marketers can break free

Sue: How are we providing prospective customers the information they need to bring them as close to the line of purchase as possible? How does trust factor in?

Margaret: ... Trust comes out of two different parts of our brain. There's the cognitive part of trust that comes out of logic and proof points and data. And then there's the intuitive part of trust that comes out of our feelings and our intuition or heart. And interestingly enough, some of the research that has been done by marketing academics, has shown that [when there’s a] higher price point for a purchase, the more that process becomes intuitive rather than cognitive. 

[bctt tweet="Trust comes out of two different parts of our brain. There’s the cognitive part that comes out of logic, proof points, and data. And there’s the intuitive part that comes out of our feelings, intuition, or heart. @mmagnarelli #BreakFreeB2B " username="toprank"]

In any case, there are four major themes and factors into the trust analysis that we do. And they are benevolence, capability, authenticity and honesty

So, benevolence: We want to know… does this person have our best interests at heart? Capability: Can they actually do the things that they say they can do? Authenticity: Are they real and genuine? And honesty: Are they truthful and transparent and what they're doing? And so using these four factors, and making sure that we are telling our stories with that framework in mind can really help us to establish trust with consumers.

Sue: Where do you think the gaps are in terms of getting to that trust utopia?

Margaret: I think that part of it comes from people's initial perspectives on trust. There's one thing that we can't really overcome as brands and that's people's trust disposition. 

So, if you look at the psychological research—with Erik Erikson, the developmental psychologist—the first phase of development is earning trust. It's the first task of the ego, he has said. And, and what, what that means is that we learn whether or not to be trusting individuals in those first 18 months of life because as babies if you're crying, are your needs being met? Is someone coming to feed you or put you in bed or hold you? If you are not in a household that has that level of responsiveness and care, you might actually have a very low trust disposition— meaning that you are disinclined to trust, versus someone who was in a household that was very responsive to that and they have a high trust responsiveness. 

Now that is something that our consumers all come to us with... it's their personal history, and we have no ability to change that right. So where we have the ability to change things is in those four factors that that I was talking about—the capability benevolence, authenticity and honesty… The things that we could do more of as content marketers is, I think, the capability aspect… Making sure that we are not just telling people that we do with thing, but like really showing them… 

So how can we actually in video form or even in text form, like really prove to the people that our products work? And I think that also comes out of using third party validation where we can… It's hard for consumers to just believe a brand when they say they can do a thing. So if you have other people who say you can do a thing and you can do it well, and they can be your advocates, that's really powerful. So that's another area that I think that we really have the ability as brands to continue to leverage… Looking for our customers to help be our advocates, and looking for those outside proof points, and sharing those with our audiences so that they can understand how things work.

[bctt tweet="It’s hard for consumers to just believe a brand when they say they can do a thing... That’s where third party validation can be really powerful. @mmagnarelli #BreakFreeB2B" username="toprank"]

Sue: You talk about “trust incidents”—Can you share a little bit about that?

Margaret: The main reasons that people lose trust with brands or what you would expect. So the primary one is poor product experience, like someone has not achieved the goal that they were looking to achieve with the product, or the product and didn't deliver in some other way, or felt they felt negative after the product experience. The second one is poor customer experience.

But then some of the other reasons that people lose trust are again, things that you would probably expect, things like security breaches, leadership scandals, and that sort of thing… When something happens on a mass scale, like a leadership scandal or a security breach, companies really suffer the data shows that they suffer. I think it was an average 5% loss in revenue growth for the year that the trust incident happened; I believe that Accenture did that study.

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

If you’re hungry for more insight and advice on the state of trust in marketing, check out our Trust Factors series:

The post Break Free B2B Series: Margaret Magnarelli on the Psychology of Trust for Better Content Marketing appeared first on Online Marketing Blog - TopRank®.

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2020 vision: three resolutions marketers are committing to this year

The new year is synonymous with new resolutions, with research showing three in 10 Americans have plans to make a resolution for 2020. And Read more...

This post 2020 vision: three resolutions marketers are committing to this year originally appeared on Sprout Social.

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The BIGLIST of 50 Top B2B Marketing Conferences in 2020

Silhouettes of event attendees in chairs.

B2B Marketing Conferences

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 2020 we've gathered together no fewer than 50 events that place an emphasis on B2B marketing in all its facets, and we're thrilled to present the list here, in chronological order.

[bctt tweet="“There really is no substitute for real-world interactions and creating a great experience for your customers or prospects.” @LeeOdden" username="toprank"]

Now let's dig in and explore our collection of 50 top B2B marketing-related conferences and events for 2020.

50 Top B2B Marketing Events in 2020

AdExchanger Industry Preview — #IP2020
When: January 28-29, 2020
Where: New York City
Theme: MarTech
About: AdExchanger Industry Preview is an annual global forum for marketing technology, featuring two days focused on what to expect in MarTech this year, with featured speakers from Google, Amazon, Forrester, and Oracle.

SMX West — #SMX
When: February 19-20, 2020
Where: San Jose, CA.
Theme: Search Marketing
About: Search Marketing Expo West focuses on search engine optimization (SEO) and search engine marketing (SEM), with a well-rounded variety of digital commerce marketing sessions, featuring speakers from Microsoft, Procter & Gamble, and Quora.

The Gathering Marketing Summit — #TheGatheringSummit
When: February 19-21, 2020
Where: Banff, Canada
Theme: Creating Cult-Like Branding
About: The Gathering Marketing Summit explores how some of the bravest brands deliver marketing, build culture and connect with customers in ways that don't just get them to buy, but to buy in, featuring leading speakers from Spotify, ESPN, GoDaddy, Coca-Cola, and Airbnb.

B2B Marketing Exchange — #B2BMX
When: February 24-26, 2020
Where: Scottsdale, AZ.
Theme: B2B Sales and Marketing
About: B2B Marketing Exchange focuses on B2B sales and marketing tactics and technologies with sessions covering content marketing, demand generation, sales enablement and more, with leading industry speakers including our CEO Lee Odden, Brian Fanzo, Tamsen Webster, Pam Didner and others from SAP, Oracle, and Cisco.

Social Media Marketing World — #SMMW20
When: March 1-3, 2020
Where: San Diego, CA.
Theme: Social Media
About: Social Media Marketing World offers marketers a deep-dive into social media marketing focusing on new ideas and quality networking opportunities, including presenters from Microsoft, Vimeo, and Best Buy.

Challenger Brands Summit 2020 by Adweek — #Adweek
When: March 4-5, 2020
Where: New York City
Theme: Brand Marketing
About: Challenger Brands Summit is Adweek's second-annual conference offering two days of brand discovery and learning covering 12 major topics that impact the brand ecosystem, with top speakers from Uber, NFL, Puma, and Zagat.

The ABM Innovation Summit — #ABMSummit
When: March 17-18, 2020
Where: San Francisco, CA.
Theme: Account-Based Marketing (ABM)
About: The ABM Innovation Summit explores account-based marketing's role in B2B marketing and sales, with an eye towards the future. Top speakers from firms including SAP, Salesforce, and Uberflip are scheduled to present.

SaaStr Annual 2020 — #SaaStr
When: March 10-12, 2020
Where: San Francisco, CA
Theme: Software as a Service (SaaS)
About: SaaStr Annual 2020 offers a cloud-focused business event bringing together B2B founders, executives and investors for the largest non-vendor SaaS conference, including speakers from Adobe, Slack, Google Cloud, and Intuit.

Modern Business Experience — #ModernCX
When: March 23-26, 2020
Where: Chicago, IL.
Theme: Oracle Customer Experience
About: Oracle's Modern Business Experience event is focused on customer experience (CX) for marketing, commerce, sales, and service professionals, including top speakers from Oracle, Deloitte Digital, The New York Times, and the Chicago Bulls.

Pubcon Florida — #Pubcon
When: March 24-26, 2020
Where: Fort Lauderdale, FL.
Theme: Search & Social
About: Pubcon Florida explores search and social marketing with a wide variety of subject tracks, and includes a training day where our CEO Lee Odden will present. Other speakers include Gary Illyes from Google, Jesse McDonald from IBM and Nagu Rangan from Microsoft.

SearchLove 2020 — #SearchLove
When: March 26-27, 2020
Where: San Diego, CA.
Theme: Search Marketing
About: SearchLove provides a multi-day event focusing on search marketing for in-house and agency search engine optimizers, business owners, marketing managers and more. Scheduled to present are speakers including Mike King, Will Critchlow, Cyrus Shepard and Wil Reynolds.

Adobe Summit / Magento Imagine — #AdobeSummit
When: March 29-April 2, 2020
Where: Las Vegas, NV.
Theme: Digital Experience
About: Adobe Summit and Magento Imagine at Adobe Summit explore re-imagining customer experiences with leaders in marketing automation, advertising, commerce and analytics, and feature speakers from Microsoft, Intuit, Best Buy and many others.

LeadsCon 2020 — #LeadsCon2020
When: March 30-April 1, 2020
Where: Las Vegas, NV.
Theme: Lead Generation
About: As its name implies, LeadsCon 2020 focuses on the lead generation side of business marketing, and features speakers from SAP, Google, and Microsoft Advertising.

Digital Sales & Marketing World 2020 — #DSMW2020
When: April 5-7, 2020
Where: Hartford, CT.
Theme: Marketing & Sales
About: Digital Sales & Marketing World provides a focus on aligning sales, marketing and leadership for digital success, and features top speakers from MarketingProfs, Vidyard and others.

CXL Live — #ConversionXL
When: April 5-7, 2020
Where: Austin, TX.
Theme: Optimization & Experimentation
About: CXL Live explores the best in optimization and experimentation for driving organizational growth, and features speakers from Mailchimp, Netflix, Airbnb, and Hilton.

Martech West — #MarTechConf
When: April 15-17, 2020
Where: San Jose, CA.
Theme: MarTech
About: Martech West focuses on actionable tactics in marketing technology to solve marketing problems, with speakers from Twitter, Wells Fargo, Thomson Reuters, Salesforce, and Verizon Business Group.

Content Marketing Conference — #CMC20
When: April 21-23, 2020
Where: Boston, MA.
Theme: Content Marketing
About: Content Marketing Conference offers marketers actionable content marketing tools and tactics to humanize your brand, with top speakers including our CEO Lee Odden, as well as Ann Handley, Andrew Davis, AJ Wilcox, and Dennis Yu.

B2B Online — #B2BOnline
When: April 20-22, 2020
Where: Chicago, IL.
Theme: eCommerce
About: B2B Online is a leading digital B2B marketing conference for manufacturers and distributors, offering speakers from LG Electronics, Office Depot, and Unilever.

ContentTECH Summit — #ContentTECH
When: April 20-22, 2020
Where: San Diego, CA.
Theme: MarTech
About: Offer a focus on content, technology and  strategy specifically for enterprise marketers, ContentTECH Summit features top presenters including our CEO Lee Odden and others from Microsoft, AWeber, NewsCred and Forrester.

TOPO Summit — #TOPOSummit
When: April 23-24, 2020
Where: San Francisco, CA.
Theme: Marketing & Sales
About: TOPO Summit brings together marketing strategy and technology for professionals in sales and marketing, and features speakers from Cisco, AutoDesk and Gigster.

Sirius Decisions 2020 Summit — #SDsummit
When: May 3-6, 2020
Where: Austin, TX.
Theme: Marketing & Sales
About: Sirius Decisions Summit enables B2B sales, marketing and product leaders to learn how to drive growth and energize their business, and features speakers from top industry speakers to be announced.

C3 Conference — #C3NY
When: May 12-13, 2020
Where: New York City
Theme: Brand Marketing
About: Conductor's C3 conference embodies professional marketers who connect, collaborate, and commit, and features top speakers including Ann Handley, Rand Fishkin and Aleyda Solis.

ANA Masters of B2B Marketing Conference — #ANAmasters
When: May 12-14, 2020
Where: Scottsdale, AZ.
Theme: Marketing & Sales
About: The Association of National Advertisers's ANA Masters of B2B Marketing Conference is all B2B, all the time, offering the latest B2B marketing insight by leading speakers from SAP, Visa, Intel, and Microsoft.

Incite Marketing Summit West — #InciteGroup
When: May 14-15, 2020
Where: San Diego, CA.
Theme: Marketing
About: Incite Marketing Summit West examines the future of marketing through the lens of authentic engagement on a personal level, augmented by purpose-driven data-backed marketing, and featuring speakers from LinkedIn, Intel, and SurveyMonkey.

ITSMA Marketing Leadership Forum 2020 — #IMSMA
When: May 19-20, 2020
Where: Napa, CA.
Theme: Marketing Leadership
About: The Information Technology Services Marketing Association (ITSMA) Marketing Leadership Forum 2020 conference explores how B2B marketers can transform to thrive in our connected economy, and features speakers from Oracle, Deloitte, Cisco, and VMware.

Influencer Marketing Show — #IMSNYC20
When: May 20, 2020
Where: New York City
Theme: Influencer Marketing
About: Influencer Marketing Show focuses on the future of influencer marketing for brands, to ensure they navigate their way through the planning, execution, and measurement of smart influencer campaigns. An impressive roster of speakers to be announced.

B2B Marketing Ignite USA — #IgniteB2B
When: May 27-28, 2020
Where: Chicago, IL.
Theme: Marketing
About: B2B Marketing Ignite takes its popular London B2B marketing event to the U.S., focusing on fresh and inspiring thinking and featuring leading speakers including our CEO Lee Odden as well as Joel Harrison, Ruth Stevens, and Doug Kessler plus presenters from Oracle, SAP, Dow Jones, IBM Systems, and Citrix.

Email Innovations Summit — #EISConf
When: June 1-3, 2020
Where: Las Vegas, NV.
Theme: Email Marketing
About: As its name implies, the Email Innovations Summit focuses on the email aspects of marketing, discussing the cutting edge of email marketing trends and featuring top speakers from leading firms to be announced.

Growth Hackers 2020 — #GHConf20
When: June 4, 2020
Where: San Francisco, CA.
Theme: Marketing & Sales
About: Growth Hackers 2020 explores the next generation of growth tactics and the leaders building those tactics, featuring top speakers from IBM, Wish, and Worthix.

SMX Advanced 2020 — #SMX
When: June 8-10, 2020
Where: Seattle, WA.
Theme: Search & Social
About: SMX Advanced offers an in-depth look at the advanced tactical side of search and social media marketing, and features an array of speakers to be announced.

DigiMarCon Midwest — #DigiMarCon
When: June 17-18, 2020
Where: Chicago, IL.
Theme: Marketing & Sales
About: The DigiMarCon Midwest digital marketing conference offers up emerging strategies, the latest innovative technologies, and best practices to move your business to the next level, featuring top speakers to be announced.

SaaStock North America — #SaaStock
When: June 22-24, 2020
Where: San Francisco, CA.
Theme: Software as a Service (SaaS)
About: The SaaStock North America event focuses on the B2B side of  Software as a Service for founders and executives, and features leading speakers from SurveyMonkey, Emergence Capital, and Xactly.

MozCon — #MozCon
When: July 6-8, 2020
Where: Seattle, WA.
Theme: Search & Social
About: MozCon explores search marketing with tactical advice from industry-leading practitioners including Britney Muller, Cyrus Shepard, Dr. Pete Meyers, and Ross Simmonds.

Marketing Artificial Intelligence Conference — #MAICON
When: July 14-16, 2020
Where: Cleveland, OH.
Theme: Artificial Intelligence
About: The Marketing Artificial Intelligence Conference focuses on digital marketers using artificial intelligence to make better business marketing decisions, and features an array of top speakers to be announced.

CONEX – The Content Experience — #CONEX
When: August 20-23, 2020
Where: Toronto, Canada
Theme: Customer Experience
About: At CONEX – The Content Experience, professionals from digital marketing, demand generation, and content marketing explore the content experience, featuring speakers from top firms to be announced.

B2B Sales and Marketing Exchange — #B2BSMX
When: August 10-12, 2020
Where: Boston, MA.
Theme: Marketing & Sales
About: B2B Sales and Marketing Exchange brings together thought leaders in ABM, revenue marketing and demand generation, including speakers from McKesson – RelayHealth, HubSpot, Forrester, and Verizon.

INBOUND 2020 — #INBOUND2020
When: August 18-21, 2020
Where: Boston, MA.
Theme: Marketing & Sales
About: INBOUND 2020 presents some of the biggest names and brightest minds in sales and marketing and other industries, and offers speakers from firms including Intuit, HubSpot and others.

Brand ManageCamp — #BMCVegas
When: September 15-16, 2020
Where: Las Vegas, NV.
Theme: Brand Management
About: Brand ManageCamp's conference explores the insights, tools, strategy and leadership inspiration to drive new brand growth, featuring a lineup a speakers to be announced.

Connect to Convert — #ConnectToConvert
When: September 16-18, 2020
Where: Boston, MA.
Theme: Lead Generation
About: Connect to Convert offers dedicated B2C and B2B content designed around each section of the sales cycle, and features top speakers to be announced.

AI Summit Silicon Valley — #AISummit
When: September 30-October 1, 2020
Where: Santa Clara, CA.
Theme: Artificial Intelligence (AI)
About: AI Summit Silicon Valley presents all things artificial intelligence for business marketers, and includes leading speakers from Google, Lyft, Boeing, Lenovo and more.

2020 B2B Next Conference & Exhibition — #B2BNext
When: September 29-October 1, 2020
Where: Chicago, IL.
Theme: Marketing & Sales
About: The 2020 B2B Next Conference & Exhibition explores the digital-first B2B economy with a focus on collaboration in eCommerce, and features top speakers to be announced.

Advertising Week New York — #AWNewYork
When: October 5-8, 2020
Where: New York City
Theme: Marketing & Sales
About: Advertising Week New York serves as a worldwide gathering of marketing, advertising, technology and brand professionals, offering major speakers to be announced.

Forbes Under 30 Summit — #ForbesUnder30
When: October 4-7, 2020
Where: Detroit, MI.
Theme: Young Leaders
About: The Forbes Under 30 Summit focuses on young leaders, bringing together top young leaders, founders and creators in technology, finance, philanthropy and other fields, with a lineup of speakers to be announced.

Fast Co. Innovation Festival — #FCFestival
When: October 5-9, 2020
Where: New York City
Theme: Innovation
About: The Fast Co. Innovation Festival offers business inspiration by leaders making a difference through technology and creativity, with a powerful slate of global speakers to be announced.

MarTech East — #MarTechConf
When: October 6-8, 2020
Where: Boston, MA.
Theme: MarTech
About: Martech East focuses on actionable tactics in marketing technology for solving marketing problems, with top speakers to be announced.

REACH 2020 — #REACH2020
When: October 7-8, 2020
Where: Chicago, IL.
Theme: Ratings & Reviews
About: The REACH 2020 conference offers marketers, sales leaders, and entrepreneurs a closer look at ratings and reviews, with major speakers to be announced.

Pubcon Pro Las Vegas 2020 — #Pubcon
When: October 12-15, 2020
Where: Las Vegas, NV.
Theme: Search & Social
About: Pubcon Pro Las Vegas 2020 focuses on the search and social side of marketing, with a diverse array of content tracks and featuring leading industry speakers to be announced in the lead-up to the event.

Content Marketing World — #CMWorld
When: October 13-16, 2020
Where: Cleveland, OH.
Theme: Content Marketing
About: Content Marketing World conference and expo explores the best in content marketing to grow your business and inspire your audience, featuring top speakers to be announced in the lead-up to the event.

Sitecore Symposium 2020 — #SitecoreSYM
When: October 26-29, 2020
Where: Chicago, IL.
Theme: Marketing Automation
About: B2B marketers looking to explore the marketing automation landscape can attend Sitecore Symposium 2020 and learn the next generation of strategies and tactics, with a lineup of major speakers to be announced.

MarketingProfs B2B Forum — #MPB2B
When:November 3-6, 2020
Where: San Francisco, CA.
Theme: B2B Marketing
About: At MarketingProfs B2B Forum top leaders, innovators, and people who make things happen gather to share their secrets to success, with a stellar lineup of speakers to be announced in the lead-up to the event.

Dreamforce 2020 — #DF20
When: November 9-12, 2020
Where: San Francisco, CA.
Theme: Customer Relationship Management (CRM)
About: Dreamforce brings together the Salesforce community of thought leaders and industry pioneers for education and inspiration, and with over 2,700 sessions its one of the latest business conferences. Look for speakers to be announced in the lead-up to the event.

ONWARD20 — #ONWARD20
When: November 16-18, 2020
Where: New York City
Theme: Search Marketing
About: At ONWARD20 search marketing industry professionals explore future trends and tactics, with a strong lineup of speakers to be announced.

ANA 2020 Influencer Marketing Conference — #ANA
When: December 7-9, 2020
Where: Rancho Palos Verdes, CA.
Theme: Influencer Marketing

The Association of National Advertisers's ANA 2020 Influencer Marketing Conference is set to examine influencer practices related to digital and social, PR and media relations, content creation, social listening, data and analytics and more, with a lineup of speakers to be announced.

Take Your 2020 B2B Marketing Events To The Next Level

We hope you've found a number of new and useful events to attend in 2020 on our list, and that the networking and learning you'll experience from either these conferences or the many others available will help you achieve new levels of B2B marketing success this year and beyond.

At TopRank Marketing we've explored the power of events for B2B marketers, especially those who incorporate influencer marketing, in a number of articles, and here are three to help you get the most from your 2020 B2B marketing events:

The post The BIGLIST of 50 Top B2B Marketing Conferences in 2020 appeared first on Online Marketing Blog - TopRank®.

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How to Analyze Your LinkedIn Profile Using the LinkedIn Dashboard

Looking for analytics to assess your LinkedIn profile’s performance? Are you looking at the LinkedIn dashboard for profiles? In this article, you’ll discover how to use the dashboard on your personal LinkedIn profile to analyze and improve your profile visibility, prospecting, and content strategy. What Is “Your Dashboard” on LinkedIn? Every LinkedIn profile has a […]

The post How to Analyze Your LinkedIn Profile Using the LinkedIn Dashboard appeared first on Social Media Marketing | Social Media Examiner.

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The Universal Translator: How Marketers Can Improve Communication with Internal Stakeholders

How Marketers Can Communicate with Internal Stakeholders

How Marketers Can Communicate with Internal Stakeholders

Star Trek is one of my favorite franchises. It’s a beacon to guide humanity to a brighter future: One without wars and scarcity, dedicated to discovery and enlightenment. 

(Can you tell I really loved the Picard series premiere?)

[caption id="attachment_27932" align="alignnone" width="600"]Poster for the Star Trek series Picard (He has a PIT BULL named NUMBER ONE.) Photo Credit: CBS[/caption]

But the best tech in all of Star Trek isn’t the transporter, the replicator, or even the holodeck. It’s the universal translator, a gizmo that can process language in real-time and convey every nuance and idiom.

We have a similar technology right now, but… well, it could use some work.

“Shivers down my spine” turns into “chicken skin?” That kind of margin of error would cause some serious diplomatic crises in Starfleet.

But we shouldn’t be too hard on Google Translate. Sometimes people speaking the same language have trouble communicating with each other.

Marketers are good at speaking marketing-ese, for example. But within our team we likely have multiple dialects, and that causes communication troubles. And when we step outside of the marketing department? Well, we’re back to flipping through a phrase book, asking “Dónde está la biblioteca?”

Here are a few pointers that can keep your marketing team from getting lost in translation.

Tips for Fostering Better Communication with Stakeholders in 3 Key Departments

#1: The Marketing Department: Build a Shared Dictionary

Marketing is a multifaceted discipline these days, and you’re likely working with a diverse team to cover all the necessary skill sets. There’s the more technical-minded SEO folks, the more creative (but still strategic) design and content people, and of course the project managers who make it all work.

Odds are, each specialty has its own lexicon. For example, our SEO and content teams have one definition for power page:

Power Page [ pou-er peyj ] (n): A comprehensive, 2,000 word or more content asset that aims to be the best answer for a group of search queries.

However, for account managers (the ones communicating with clients), a “power page” was a page designed to convert — what content folks would call a “landing page.”

This misalignment in terminology was confusing for all of us. Once we sat down and agreed on common definitions, we were better equipped to give account managers what they were looking for, and keep our clients happy.

via GIPHY

I’ve found it’s valuable to have regular meetings with marketing team members in different specialties. Take a few minutes to understand what they do and the terms they use. The more your team understands each others’ roles, the better equipped you will be to work towards objectives together. 

[bctt tweet="The more your team understands each others’ roles, the better equipped you will be to work towards objectives together. - @NiteWrites #B2BMarketing" username="toprank"]

#2: The IT Department: Use an Objective & Solution-Based Framework

Of course, getting all of marketing speaking the same dialect is the easy part. What happens when you have to talk tech with the IT department? 

For example, if there’s a shiny new martech solution you’d really like to implement, or if your design team needs to use Macs in a PC-only environment, you might have a hard time making the case.

Your IT team is likely highly opinionated on these issues, but what seems like stubbornness is just practicality. They need to have a controlled, secure environment. If you sneak in your own solutions to avoid confrontation, you can compromise the work they’re doing. It’s better to try and speak in terms that will resonate with their needs.

Keep the conversation grounded in objectives. Talk about the capabilities your team needs to have, and be able to explain why they matter. It helps to understand at least a bit of the IT architecture already in place.

If you’re talking about adding a new solution, make sure your vendor equips you to handle objections from the IT team. Even better, involve IT in the search process — don’t try to bring them in at the end when you’ve already decided on a solution.

#3: The C-Suite: Leverage Storytelling & the Bottom Line

Even more so than getting IT on the same page, marketers can find it challenging to communicate with the executives who set budgets and make purchase decisions. In a recent interview, Zari Venhaus shared her tips for speaking a language that resonates with the C-suite.

“If they’re not marketers, they don’t understand what we do every day and the impact it has,” Zari says. “We had to learn how to storytell.”

[bctt tweet="If they’re not marketers, they don’t understand what we do every day and the impact it has. - @zvenhaus on storytelling for stakeholders #B2BMarketing" username="toprank"]

Zari’s team was able to use the same skills that make for great content marketing — empathizing, knowing your audience, and telling a compelling story — to address their internal audience. (We highly recommend you tune in to her full interview below; great stuff in there.)

Ultimately, with the C-suite it comes down to proving the value of your marketing in concrete terms. That means connecting your marketing initiatives to revenue and ROI, whether it’s raising awareness or investing in new automation tools. It’s one thing to say, “With this tool, we’ll be able to increase conversion rates by .53%,” and another to say, “This tool will have a 135% return on investment within three months.”

Become a Universal Translator

We marketers are skilled communicators and strategists. We’re good at getting the right message to the right people in a way that inspires action. The key to good internal communication is treating our team members and stakeholders like our customers.

That means first getting our messaging nailed down and consistent throughout the marketing team. Then it means delivering relevant messages — offering value, even — to the rest of the organization in terms that are meaningful to each stakeholder.

As Jean-Luc himself would say: 

Jean-Luc Picard says Make It So

The post The Universal Translator: How Marketers Can Improve Communication with Internal Stakeholders appeared first on Online Marketing Blog - TopRank®.

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How to Turn YouTube Viewers Into Subscribers and Leads

Is your YouTube marketing delivering results? Wondering how to get more subscribers and prospects from YouTube? In this article, you’ll find tips to develop and optimize YouTube content that turns viewers into subscribers and leads. #1: Attract Cold Leads on YouTube With Topical Content Total video views is one of the factors YouTube’s algorithm takes into […]

The post How to Turn YouTube Viewers Into Subscribers and Leads appeared first on Social Media Marketing | Social Media Examiner.

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