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10 Wise Quotes To Inspire Your Influencer Marketing

Two people jumping in the air in front of a beautiful sunset.

Two people jumping in the air in front of a beautiful sunset.

What will successful B2B influencer marketing look like in a post-pandemic world, and what can marketers do today to be ready?

Here are 10 quotes from some of the best in the B2B influencer marketing business to inspire your marketing today and to prepare for the eventual post-pandemic landscape.

1 — Rani Mani of Adobe

Rani Mani

For Rani Mani, head of social influencer enablement at Adobe*, reaching out to uncover the heartfelt motivations, challenges, and aspirations of B2B influencers can be a great way to start building a long-lasting  marketing relationship. She shares additional insight in our recently-released 2020 State of B2B Influencer Marketing Research Report.

[bctt tweet="“I often start my discovery conversations with influencers by finding out what really makes their heart sing — what does success look like to them?” — Rani Mani @ranimani0707" username="toprank"]

2 — Ann Handley of MarketingProfs

Ann Handley

Ann Handley, speaker and chief content officer at MarketingProfs see empathy as key to all successful marketing efforts, whether they are of the B2B influencer marketing variety or more traditional approaches. “Start with empathy. Continue with utility. Improve with analysis. Optimize with love,” Ann has wisely suggested — advice that will well-serve marketers looking to embrace gratitude.

[bctt tweet="“Start with empathy. Continue with utility. Improve with analysis. Optimize with love.” — Ann Handley @MarketingProfs" username="toprank"]

3 — Amisha Gandhi of SAP Ariba

Amisha Gandhi, vice president of influencer marketing and communications at SAP Ariba* has observed that co-creating content with influencers offers an array of advantages.

Amisha Gandhi of SAP Quote Image

[bctt tweet="“Working with influencers, to co-create content, delivers value and can inspire audiences to take action.” — Amisha Gandhi @AmishaGandhi" username="toprank"]

4 — Tom Treanor of Arm Treasure Data

Tom Treanor

For Tom Treanor, global head of marketing at Arm Treasure Data*, B2B influencers make good sense in an array of content areas businesses may already be involved with, as he outlined recently in "How B2B Influencer Marketing Offers Brands an Ideal Alternative to In-Person Events."

[bctt tweet="“Consider how you work with influencers in areas such as podcasts, webinars, live-streams, ebooks, blogs and social content. Are there ways that your marketing can be improved with the help of industry influencers?” @RtMixMktg" username="toprank"]

5 — Ty Heath of LinkedIn

Ty Heath

Ty Heath, global lead of The B2B Institute at LinkedIn*, sees the power of B2B influencer marketing in building ongoing relationships, especially helpful for breaking through the noise in light of rising content attention deficit.

LinkedIn Ty Heath Quote Image

[bctt tweet="“People can break through the noise. People trust people. Influence is about relationships.” — Ty Heath @tyrona" username="toprank"]

6 — Lee Odden of TopRank Marketing

Our own CEO and co-founder Lee Odden has been instrumental in the development and growth of the practice of B2B influencer marketing, and has long seen its multiple advantages for not just brands and influencers, but also B2B buyers.

[bctt tweet="“When planned and implemented effectively, B2B influencer marketing programs build trust and confidence for buyers, influencers and the brand.” — Lee Odden @LeeOdden" username="toprank"]

7 — Tamara McCleary of Thulium

Tamara McCleary

Tamara McCleary, CEO at Thulium, sees the power of long-term, ongoing marketing efforts — especially when these types of always-on programs are applied to B2B influencer marketing.

[bctt tweet="“A long-term influencer program will allow your brand to create true brand advocates, powerful brand evangelists, and raving fans.” — Tamara McCleary @TamaraMcCleary" username="toprank"]

8 — Ashley Zeckman of TopRank Marketing

Ashley Zeckman

Our own senior director of digital strategy Ashley Zeckman sees B2B influencer marketing as a great way to collaborate around ideas, and a more effective alternative than traditional one-way "buy this" approaches.

[bctt tweet="Rather than unapologetically telling us to buy a product, #B2B influencers are collaborating around an idea. - @azeckman #InfluencerMarketing" username="toprank"]

9 — Konstanze Alex of Cisco Systems

Konstanze Alex

For Konstanze Alex, head of global digital storytelling at Cisco Systems, trust and relationship-building are key when it comes to working with B2B influencers.

[bctt tweet="“Regardless of which team at a brand engages with influencers, relationship and trust building should be a top priority” — Konstanze Alex @Konstanze" username="toprank"]

10 —Joshua Nite of TopRank Marketing

Joshua Nite

Our own content marketing manager Joshua Nite recently shared his insight on how B2B marketers can best work with influencers during the global health crisis, and in "How to Nurture B2B Influencer Relationships During the Pandemic" he offered a smart take on the similarities between influencers and friendships.

[bctt tweet="“Influence relationships operate by much the same rules as any friendship: Get to know the person, don’t talk about yourself too much, give something before you ask for anything, and be sensitive to their emotions and needs.” @NiteWrites" username="toprank"]

Walk Your B2B Influencer Marketing Walk

via GIPHY

Using the wise advice we've highlighted here from Rani, Ann, Amisha, Tom, Ty, Lee, Tamara, Konstanze, Ashley, and Joshua, you can walk your B2B influencer marketing walk with efforts that will take you on down the line to new heights in 2021 and beyond.

Whether you work with a top B2B influencer marketing agency such as TopRank Marketing or utilize your own team, now is an ideal time to reach B2B influencers and work together to drive digital brand conversations.

* Adobe, SAP Ariba, Arm Treasure Data, and LinkedIn are TopRank Marketing clients.

The post 10 Wise Quotes To Inspire Your Influencer Marketing appeared first on Online Marketing Blog - TopRank®.

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Captivating a global audience: Why social data is the key to your esports marketing strategy

When Heroes of the Dorm, a collegiate-level Heroes of the Storm tournament, made its ESPN debut in 2015, the nerd jokes and sarcastic Tweets Read more...

This post Captivating a global audience: Why social data is the key to your esports marketing strategy originally appeared on Sprout Social.

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How to successfully onboard a new social media team member

So you’re ready to bring on a new social media manager to help your brand or agency’s marketing efforts. It’s exciting to grow your Read more...

This post How to successfully onboard a new social media team member originally appeared on Sprout Social.

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5 Refreshing Examples of Imaginative B2B Marketing To Inspire You in 2021

Person by winter campfire and illuminated tent under tall snowy pines.

Person by winter campfire and illuminated tent under tall snowy pines.

What will it take in 2021 for B2B marketers to break through the mundane and reach the sublime?

Post-pandemic success isn’t likely to come for those who settle for the same old B2B marketing efforts, even if some do have a lengthy track-record.

Looking ahead to an as-yet unknown new B2B marketing landscape can be a bit of a guessing game, however examining powerful award-winning marketing efforts can at least offer us a glimpse of how imaginative storytelling on a global scale is likely to play a greater role in what eventually emerges.

Let's jump right in and take a look at five examples of the type of imaginative and refreshing marketing efforts that may play a greater role in the future of B2B marketing.

1 — IBM's Code & Response

IBM Image

IBM used an original documentary 73-minute film to celebrate the creativity and compassion of tech developers around the world, and the effort led to the company's IBM Developer unit launching a four-year Code and Response initiative aimed at helping communities needing critical aid.

IBM's 2020 Call for Code Global Challenge encourages developers to build solutions for everything from COVID-19 to climate change, and offers an open-source technical library filled with online tutorials, code, and tactical insight.

The film has won more than 80 awards from The Webby Awards to the Association of National Advertisers (ANA), and is part of a broad campaign that incorporates a wide variety of digital imagery, video, social promotion, a dedicated micro-site, and more.

2 — SAP's Tech Unknown

SAP Image

Our client SAP’s ongoing #TechUnknown podcast series — hosted by Tamara McCleary — has utilized industry experts to drive fascinating discussions "From the Edge of Next" in an easy to consume entertaining and educational  format.

Recent episodes explore intelligent spend management, why employee experience matters in a newly remote world, and how intelligent analytics can help unearth hidden treasure in business data.

A case study, "B2B Podcast Engages Thought Leaders, Reaches Millions, Smashes Download Benchmarks by Double-Digits," also digs into the podcast series and its continuing success.

3 — Microsoft's Changing the Game

Microsoft Immortal Awards Image

Garnering over a billion impressions, Microsoft's vast and award-winning Changing the Game initiative centered around the company's efforts to help gamers of all abilities play and compete in new ways.

Incorporating social media efforts, mainstream media conversations, and a Super Bowl spot, Microsoft's efforts surrounding the launch of its Xbox Adaptive Controller show a glimpse of how post-pandemic marketing campaigns may increasingly look.

Changing the Game continues to pull in awards, including the recent The One Show 2020 CMO Pencil for Microsoft chief brand officer Kathleen Hall.

“The success of the campaign stems from the XAC being true to our DNA, from how the product was developed at a hackathon to sharing it with the world at the Super Bowl through the stories of real children, showcasing that ‘When everybody plays, we all win.’," Hall noted.

4 — Omidyar Network / Thomson Reuters Foundation's #COVID-19: The Bigger Picture

Omidyar Image

Impact investment firm The Omidyar Network — established by eBay founder Pierre Omidyar — and the Thomson Reuters Foundation joined together for #COVID-19: The Bigger Picture, a photojournalism initiative examining the human impact of the pandemic.

The project incorporates a five-part series of photo essays and a global photography award, and highlights the increasing importance powerful visual digital assets will have in marketing during 2021 and beyond.

It also speaks to how a bespoke awards event can create additional engagement opportunities, as we outlined for client Alcatel-Lucent Enterprise (ALE) in "Case Study: Unique Influencer Content Campaign Drives Awareness, Engagement, and 6-Figure Leads."

“This pandemic is a global crisis like no other, affecting every person on the planet," Antonio Zappulla, Thomson Reuters Foundation CEO observed. "The world is grappling daily to understand its scale and severity against an onslaught of information and misinformation. It has never been more critical to lean on the power of journalism excellence to cut through the noise with accurate and impartial storytelling. With the Foundation’s legacy and global reach, we are proud to be part of such a critical and innovative project,” Zappulla added.

5 — GoDaddy's 2020 Global Entrepreneurship Survey

GoDaddy Image

For its 2020 Global Entrepreneurship Survey, GoDaddy sought to learn how the global health crisis has affected businesses, and reached out to more than 5,000 small business owners worldwide in an effort that produced a 35-page report, a series of videos, and other social-media-friendly content.

How B2B firms conduct business with small businesses can be a microcosm of the broader B2B marketing landscape, and GoDaddy's survey offers a variety of helpful insight including findings showing that one in six have begun a new venture during the pandemic.

"This underscores the resilience of the entrepreneurial spirit and offers some hopeful insight into their collective future," Melissa Schneider, GoDaddy vice president of global marketing operations observed.

Slingshot Your Post-Pandemic Marketing To New Heights

via GIPHY

The examples we've looked at here from IBM, SAP, Microsoft, Omidyar Network / Thomson Reuters Foundation, GoDaddy and others can help inspire us as we make the move to 2021, and by using some of the award-winning methods these firms have harnessed, we can better adapt to an eventual post-pandemic B2B marketing landscape.

We hope you’ve found at least a few new B2B marketing ideas among those we’ve gone into here, that you’ll find them useful as you create new campaigns, and that they’ll also help build your own team’s knowledge.

If you are looking for help with your own B2B marketing efforts, check out our new groundbreaking 2020 State of B2B Influencer Marketing Research Report, and contact us to find out why top brands from Adobe and LinkedIn to Dell and AT&T have chosen TopRank Marketing.

The post 5 Refreshing Examples of Imaginative B2B Marketing To Inspire You in 2021 appeared first on Online Marketing Blog - TopRank®.

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How to Plan a Facebook Ad Campaign for the Holidays

Are you planning to use Facebook ads to promote your products or services this holiday season? Looking for a process to ensure your campaigns succeed? In this article, you’ll discover five key steps to get the best results possible from your Facebook ad campaigns during the peak holiday sales periods. #1: Optimize Your Website for […]

The post How to Plan a Facebook Ad Campaign for the Holidays appeared first on Social Media Examiner | Social Media Marketing.

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How marketing on Reddit works (and how to do it right)

If you’re curious about marketing on Reddit, we totally understand why. After all, Reddit is the epicenter of all things viral online. With billions Read more...

This post How marketing on Reddit works (and how to do it right) originally appeared on Sprout Social.

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Marketing Lessons from Lockdown: What My 3-year-old Has Taught Me

Mother and son learning from book image.

Mother and son learning from book image.

“Our children can be our greatest teachers if we are humble enough to receive their lessons.” Wise words from author Bryant McGill.

These last few months of lockdown, while challenging, have brought forth some very inspiring lessons from my almost 3 year old that I hope can inspire you: His fearless attitude, his openness to learning, his inquisitive nature and his no-yielding passion for everything he does.

Be Fearless

Unless we’re talking about cooked carrots, my little guy is about as fearless as they come. Whether he’s full-speed sprint-vaulting (without success) over two storage bins, or sticking his entire face into the pool water, only to come up coughing, nothing deters him from the next obstacle.

If you had the complete absence of fear like a toddler, what would you do differently? Would you have that tough conversation with your co-worker? Would you put 20% of your budget to testing a new tactic or ad type? More on strategic testing here.
[bctt tweet="“If you had the complete absence of fear like a toddler, what would you do differently? Would you have that tough conversation with your co-worker? Would you put 20% of your budget to testing a new tactic or ad type?” @ElizabethW1057" username="toprank"]

Be Teachable

One of my greatest joys is watching my littles learn. So when my 6-year-old ‘teacher’ waves shape flashcards (her idea!) and little man rattles off ‘square,’ ‘cirkl,’ ‘imon’ and ‘entagon,’ my heart beams!

This genuine excitement for learning is something we cannot allow ourselves to lose in our adulthood.

Consider pushing your limits by:

  1. Opening your eyes to more diverse perspectives (fantastic, free series on Diversity and Inclusion here from LinkedIn (client)).
  2. Truly absorbing and applying critical feedback from a team member.
  3. Attending a marketing conference or honing a soft skill, like emotional intelligence.
  4. Exploring a new personal hobby. Did you know play is a critical component of success?

Always ask questions

This learning mode leads me to my next lesson from my little man: Always ask why. How come I can’t sleep in your bed? Why do we have to shut off the light? Are there ghosts in my closet? What about under the bed? Why can’t I have another drink of water? Do you think the spider we saw outside followed us in the house?

Can you tell bedtime is a thing over here?

Our latest influencer campaign killed our reach goal by 1790%. BOOM.

Don’t high five and mark it down as a win. Ask WHY? Why did we get such outstanding reach? Was the topic just perfectly relevant for the moment: remote work amid COVID-19 world? Did we earn partnerships with just the right influencers? Was one specific tactic more successful than another within the campaign? Use your inquiry as fuel to optimize your next program. Why NOT take that 1790% up to 2790%?

Love what you do

Ever try to interrupt a 3 year old mid-song? Or while he’s ‘tractoring” in the sandbox. I do not advise it.

One of the most important lessons we can take from our kids on this account is passion! Do what you love, or don’t do it.

If you find yourself in a rut or simply see an opportunity to make coming to work a more joyful experience, examine your organizational culture. Is it really a fit?

If you’re not doing what you love right now, maybe one of these positions on our team is a fit?

[bctt tweet="“One of the most important lessons we can take from our kids on this account is passion! Do what you love, or don’t do it.” @ElizabethW1057" username="toprank"]

Lessons in Lockdown

When we all look back in 20 years at the forced togetherness of 2020 we probably won’t be thinking about 72 time-outs or fighting over tablets. We’ll remember the invaluable time we’ve spent together: watching our children grow up-close, deepening our family relationships and how it opened our eyes to some of life’s most simple, yet powerful lessons.

What lessons have you uncovered in lockdown? Tell us in the comments section below.

The post Marketing Lessons from Lockdown: What My 3-year-old Has Taught Me appeared first on Online Marketing Blog - TopRank®.

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How to Set Up Facebook Shops to Sell Your Products

Does your business sell physical products? Wondering how to sell your products using Facebook Shops? In this article, you’ll learn how to create a shop on Facebook, use Commerce Manager to add products to your shop, and promote the products in your Facebook shop. You’ll also discover whether your business is a good fit for […]

The post How to Set Up Facebook Shops to Sell Your Products appeared first on Social Media Examiner | Social Media Marketing.

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What is a brand mission and how to define it

How do you boil down the entirety of your brand’s goals and impact into a few short sentences? This is where your brand mission Read more...

This post What is a brand mission and how to define it originally appeared on Sprout Social.

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The hashtag isn’t dead. You’re just misusing it.

It’s been 13 years since the founding of the hashtag and marketers are now questioning if hashtags are still relevant. Some find value in Read more...

This post The hashtag isn’t dead. You’re just misusing it. originally appeared on Sprout Social.

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