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Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Five easy ways to make your social media more inclusive

A version of this article was previously published on LinkedIn. For most, enjoying and using social media is a relatively hassle-free experience. Many of Read more...

This post Five easy ways to make your social media more inclusive originally appeared on Sprout Social.

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17+ Top Virtual Marketing Conferences for Summer 2020 & Beyond

Smiling Woman at Computer Image

Smiling Woman at Computer Image

Virtual marketing conferences offer a wealth of benefits to marketers looking to learn and increase brand awareness, and in the current crisis they represent the only event opportunities for marketers.

How do you go about finding events that match your business and B2B marketing needs, however?

With in-person marketing events not likely until well into 2021, more virtual events than ever taking place, making it harder than ever to find the ones that can best help build your business, expand your communication opportunities, and offer the most relevant new industry education from top marketing industry experts.

MarTech Today Chart

Marketers are getting more out of virtual events, too — with 75 percent in a recent survey saying they were satisfied with their virtual event experiences. Online events also hold their own unique advantages.

"Bringing events online has its downsides, naturally — there’s no substitute for personally meeting and interacting with all the valuable contacts attending a conference — but there are some key advantages," Amanda Bulat, senior content marketing manager at LinkedIn Sales & Marketing Solutions recently observed.

"Virtual events are easier for people to attend (with no geographic restrictions), less resource-intensive to host, and can make it easier to capture lead gen info," she added.

Expanding on our previous listing of "8 Virtual SEO Conferences for B2B Marketers," for summer 2020 and beyond we've gathered together a collection of some of the top virtual marketing events, and we're happy to present the list here, in chronological order.

Virtual Marketing Conferences For Summer 2020 & Beyond

Adobe Experience Makers Live — #ExperienceMakersLive
When: July 22-23, 2020
Theme: Digital Experiences
About: Adobe* Experience Makers Live is focused on creating long-term business success through inclusive digital experiences, featuring speakers including author Dr. Brené Brown, Microsoft's Shelley Bransten, Forrester's Joana de Quintanilha, and Adobe's Marissa Dacay.

ContentTECH Summit — #ContentTECH
When: August 10-12, 2020
Theme: Content Marketing
About: ContentTECH Summit explores the ever-increasing importance of content marketing to create, manage, deliver and scale enterprise content and provide customers with better digital experiences, and features top speakers such as Mastercard Worldwide's Wendy Richardson, author Alan Zweibel, and our own CEO Lee Odden.

Digital Summit At Home — #DSatHome
When: August 11-13, 2020
Theme: Digital Marketing
About: Digital Summit At Home examines digital marketing in over 30 virtual sessions, and features top speakers such as author Seth Godin, LinkedIn's* Ty Heath, and our own senior director of digital strategy Ashley Zeckman.

IABC MN Convergence Summit — #IABCMN
When: August 12-13, 2020
Theme: Business Communications
About: IABC MN Convergence Summit weaves together business and academic experts to learn how to overcome today's business communication challenges and explore how to build reputation, connect with audiences, and influence stakeholders, and features speakers such as Best Buy's Andy Gorski, Deluxe Corporation's Devon Block, along with our CEO Lee Odden who will present "In Search of Trust: How Authentic Content Drives Customer Experience."

INBOUND 2020 — #INBOUND2020
When: September 22-23, 2020
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.

AI Summit Silicon Valley — #AISummit
When: September 30-October 1, 2020
Theme: Artificial Intelligence (AI)
About: The Virtual AI Summit Silicon Valley 2020 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 29-30, 2020
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 including Grainger CEO D.G. Macpherson, Graybar CEO Kathy Mazzarella, RBC Capital Markets' Marketing Manager Mark Mahaney and others.

Advertising Week Virtual — #AW2020
When: September 29-October 8, 2020
Theme: Marketing & Sales
About: Advertising Week Virtual serves as a worldwide gathering of marketing, advertising, technology and brand professionals, offering major speakers including Google VP of Marketing, EMEA Yonca Dervisoglu, SNAP VP of Diversity, Equity & Inclusion Baroness Oona King, Interpublic Group CEO Michael Roth and others, for eight days and six global markets filled with unlimited ideas.

Fast Co. Innovation Festival — #FCFestival
When: October 5-9, 2020
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 — #MarTechConf
When: October 6-8, 2020
Theme: MarTech
About: Martech Conference focuses on actionable tactics in marketing technology for solving marketing problems, with top speakers to be announced.

Content Marketing World — #CMWorld
When: October 13-16, 2020
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 including Beverly Jackson of Activision Blizzard, Jay Baer of Convince & Convert, MJ DePalma of Microsoft Advertising, and others.

ANA 2020 Masters of Marketing Conference — #ANA
When: October 21-23, 2020
Theme: B2B Marketing
The Association of National Advertisers's 2020 ANA Masters of Marketing Conference is set to examine brand marketing practices related to digital and social, and to help brands and businesses navigate these difficult times and drive sustained success, with a lineup of speakers to be announced.

B2B Sales and Marketing Exchange — #B2BSMX
When: October 26-28, 2020
Theme: Marketing & Sales
About: B2B Sales and Marketing Exchange Online Experience brings together thought leaders in ABM, revenue marketing and demand generation, including top speakers to be announced.

Sitecore Symposium 2020 — #SitecoreSYM
When: October 26-28, 2020
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.

Brand ManageCamp — #BMC2020
When: October 27-29, 2020
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 including Joe Pulizzi of the Content Marketing Institute, author Shep Hyken, author Carla Johnson, and others.

MarketingProfs B2B Forum — #MPB2B
When:November 3-6, 2020
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 including keynotes by author David Meerman Scott, author April Dunford, and writer and comedian Sarah Cooper.

Dreamforce 2020 — #DF20
When: November 9-12, 2020
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, and also check out Dreamforce's virtual Leading Through Change series.

Gear Up Your 2020 Virtual Marketing Events

via GIPHY

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

If you're also considering hosting a virtual event of your own, check out "Boost Your Virtual Event By Taking These Actions Before, During, and After," by Kylee Lessard, associate product marketing manager of LinkedIn Pages & Elevate at LinkedIn.

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

* Adobe and LinkedIn are TopRank Marketing clients.

The post 17+ Top Virtual Marketing Conferences for Summer 2020 & Beyond appeared first on Online Marketing Blog - TopRank®.

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How to Get More Organic LinkedIn Exposure for Your Content

Want to get your content in front of more people on LinkedIn without using ads? Looking for tips to increase the chances LinkedIn will show your organic content in the feed? In this article, you’ll learn how to improve exposure for organic content on LinkedIn. #1: Build Your LinkedIn Network Around Your Topical Expertise The […]

The post How to Get More Organic LinkedIn Exposure for Your Content appeared first on Social Media Examiner | Social Media Marketing.

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Sales Pages: High-Converting Tips & 5 Can’t-Miss Examples

What is a sales page, exactly? We share our technique for creating landing pages that turn more ad traffic into customers.

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How to Create Irresistible Facebook Landing Pages (Examples)

Want your next Facebook campaign to make a serious impression? Pair your ads with dedicated landing pages and turn more social traffic into conversions.

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How to create a culture of recognition on your team 

It’s no secret that social media professionals wear more than one hat. From content creation, community management, customer service, strategy development, copywriting, data analysis Read more...

This post How to create a culture of recognition on your team  originally appeared on Sprout Social.

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10 Inspiring B2B Marketers Who Spark Greatness

10 B2B Marketers Who Inspire Greatness Bio Photo Collage

10 B2B Marketers Who Inspire Greatness Bio Photo Collage

In the Oxford English Dictionary, the word inspiration is defined as “the process of being mentally stimulated to do or feel something, especially to do something creative.”

As B2B marketers working in unprecedented times, wouldn’t it be nice to be surrounded by inspiration to help us spur action, produce results, and make an impact? With organic traffic and conversions down for most industries due to COVID-19 and related business challenges, marketers are hard-pressed to adapt and overcome. Inspiration is certainly something we could all use to help us reach our goals.

So, if you’re looking for some B2B marketing inspiration, check out these 10 B2B marketers. They’re each doing inspiring things in a time where inspiration can be hard to find.

Meet 10 Inspiring B2B Marketers

Kirsten Allegri Williams
@kirstenallegriw
Chief Marketing Officer, Episerver

Kirsten Allegri Williams

As a CMO for a leading B2B technology company, Kirsten’s approach to today’s market is both thoughtful and inspirational.  "At this moment in history and for the foreseeable future, a brand’s digital presence makes up the entirety of how it reaches customers," Kirsten recently observed. "The customer journey and the user experience on our screens is quite literally everything," she added. Her focus on Episerver’s digital presence will no doubt make a big difference.

[bctt tweet="“At this moment in history and for the foreseeable future, a brand’s digital presence makes up the entirety of how it reaches customers.” — Kirsten Allegri Williams @kirstenallegriw" username="toprank"]

Rishi Dave
@RishiPDave
CMO, Vonage

Rishi Dave

Rishi Dave, CMO for Vonage, also highlights the immense need for conducting business online in the time of COVID-19. "While a great majority of the world’s daily life is disrupted, almost every organization is looking for ways to take their business online," Rishi suggested. "It’s likely that we’ll look back in 10 years and recognize these few months in the Spring of 2020 as an inflection point," he added. It’s clear that Rishi sees the global pandemic as a turning point for nearly all organizations and hopes it will inspire other B2B marketers to make the leap into a focus on digital experiences.

[bctt tweet="“While a great majority of the world’s daily life is disrupted, almost every organization is looking for ways to take their business online.” — Rishi Dave @RishiPDave" username="toprank"]

Amanda Brinkman
@amandakbrinkman
Chief Brand Officer, Deluxe

Amanda Brinkman

She’s the Chief Brand Officer at Deluxe, one of the most trusted information and technology services firms. But Amanda is also a top B2B marketer with an inspiring reminder for businesses and marketers trying to make it work in 2020. “You didn’t start your business from a place of weakness,” she says. “You started your business because you are strong and had something you wanted to bring the world."

[bctt tweet="“You didn’t start your business from a place of weakness. You started your business because you are strong and had something you wanted to bring the world.” — Amanda Brinkman @amandakbrinkman" username="toprank"]

Shonodeep Modak
Chief Marketing Officer, North America, Schneider Electric

Shonodeep Modak

From helping deliver care packages to low-income families impacted by COVID-19 and unrest in Hong Kong to hosting a new webinar series, Innovation Talks, to help their customers adapt to the COVID-19 era, Shonodeep Modak and Schneider Electric are doing plenty of inspiring things that are all data-informed. “You really have to understand how shoppers buy, shopper insights, how people decide what to buy at a Wal-Mart or go to the Quick Lube, the analytics around the demographics of cars and the interests of people and how you target them,” he advises.

[bctt tweet="“You really have to understand how shoppers buy, shopper insights, how people decide what to buy, the analytics around the demographics of cars and the interests of people and how you target them.” — Shonodeep Modak @SchneiderNA" username="toprank"]

Beverly Jackson
@BevJack
VP of Communication and Social, Activision Blizzard

Beverly Jackson

With a career starting in environmental work, it might surprise you to hear that Beverly Jackson is now the VP of Communication and Social at Activision Blizzard, one of the largest video game publishers and developers in the world. While her journey from environmentalist to social media maven is inspirational in its own right, she also has an inspiring take on the use of social media. “The great thing about social media is that it allows brands to create one-on-one relationships with their customers and prospects — not the marketers,” she says. “And the bottom line is: marketers should never get in the way of that relationship.”

[bctt tweet="“The great thing about social media is that it allows brands to create one-on-one relationships with their customers and prospects — not the marketers.” — Beverly Jackson @BevJack" username="toprank"]

Amisha Gandhi
@AmishaGandhi
VP, Influencer Marketing & Communications, SAP Ariba*

Amisha Gandhi

Recently named as one of PR Week’s 2020 Women to Watch, Amisha Gandhi is a B2B marketing powerhouse. She’s especially skilled at leveraging influencer marketing to inspire her target audience and customers. “Working with influencers, to co-create content, delivers value and can inspire audiences to take action,” she suggests.

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

Alicia Tillman
@aliciatillman
Global CMO, SAP*

Alicia Tillman

She’s one of Forbes’ 2019 World’s 50 Most Influential CMOs, and is sure to make the list again in 2020. Alicia Tillman has taken an inspirational approach as the Global CMO for SAP, doubling down on the customer experience. She says, “It's all about the experience! Our new normal has pushed many to think outside the box and deliver unique, memorable experiences.”

[bctt tweet="“It's all about the experience! Our new normal has pushed many to think outside the box and deliver unique, memorable experiences.” — Alicia Tillman @aliciatillman" username="toprank"]

Rani Mani
@ranimani0707
Head of Employee Advocacy, Adobe*

Rani Mani

Serving as the Head of Employee Advocacy for Adobe, a software company that has a home in almost every enterprise, Rani Mani has a unique view into how COVID-19 is impacting the future of work. Having helped Adobe with campaigns around the future of work, Rani gives some inspirational advice: “Staying relevant could mean reinventing and resetting multiple times in one’s career.”

[bctt tweet="“Staying relevant could mean reinventing and resetting multiple times in one’s career.” — Rani Mani @ranimani0707" username="toprank"]

Adam Singer
@AdamSinger
CMO, Think3

Adam Singer

Adam Singer is the CMO for a billion dollar fund with a variety of startups under his leadership. With such a diverse portfolio of startups, Adam and his team are introducing inspiring new products that serve a unique, clear need in the time of COVID. “Many schools will choose to have virtual classrooms this fall. We're excited with all the initial interest in our portfolio company, Sococo* for Classrooms and have heard lots of great feedback from early testers.”

[bctt tweet="“Many schools will choose to have virtual classrooms this fall. We're excited with all the initial interest in our portfolio company, @Sococo for Classrooms and have heard lots of great feedback from early testers.” @AdamSinger" username="toprank"]

Amanda Todorovich
@amandatodo
Senior Director, Digital Marketing/Health Content, Cleveland Clinic

Amanda Todorovich

Working in healthcare, there has been a surge in demand for helpful content from B2B marketers like Amanda Todorovich. Amanda and the Cleveland Clinic have certainly answered the call with new webinars, blog posts, and more. On COVID-19 and healthcare marketing, she says, “Healthcare marketers need to drive forward with focus and new capabilities to achieve better business results within the reality of COVID-19. Now more than ever, marketing and communication executives are critical to redefining and communicating the future trajectory of healthcare brands.”

[bctt tweet="“Now more than ever, marketing and communication executives are critical to redefining and communicating the future trajectory of healthcare brands.” — Amanda Todorovich @amandatodo" username="toprank"]

Inspiration Can Come From Anywhere

It’s true that inspiration is already all around us. But it’s not always easy to see. Give the above B2B marketers a follow to keep your feeds on LinkedIn, Twitter, and elsewhere filled with inspiring marketing campaigns, advice, and best practices.

Unsure how to market your organization during COVID-19? Read our CEO Lee Odden’s thoughts on marketing during a pandemic.

* SAP, Adobe, and Sococo are TopRank Marketing clients.

The post 10 Inspiring B2B Marketers Who Spark Greatness appeared first on Online Marketing Blog - TopRank®.

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How to Tag and Manage Instagram Branded Content

Want to partner with influencers and brands to create content on Instagram? Wondering how to best manage and assess your influencer marketing campaigns on Instagram? In this article, you’ll learn the difference between branded content and sponsored posts, how to manage and analyze the partnerships with brands or creators you work with, and how to […]

The post How to Tag and Manage Instagram Branded Content appeared first on Social Media Examiner | Social Media Marketing.

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Always-On Influencer Marketing: Building Thought Leadership for B2B Brands

Thought Leadership Influencer Marketing

Thought Leadership Influencer Marketing

Thought Leadership is often a concept associated with individuals but brands, especially in B2B, can develop their thought leadership amongst the customer community as well. Thought Leadership is important for brands and individuals alike because trust is an issue for companies as people navigate misinformation, changing sources and become more skeptical of what brands and their people say.

What is thought leadership in 2020? Beyond publishing articles, speaking and writing books, Thought Leadership is about creating a reputation for expertise and authority within an industry. The notion is that becoming known for an area of expertise creates trust which can lead to consideration, evaluation and influence purchase behavior.

“Brands that cultivate a culture of Thought Leadership reap greater reputation and sales impact than those that do not". Edelman LinkedIn B2B Thought Leadership Impact Study

So where do influencers fit in with a brand’s thought leadership?

83% of B2B marketers consider influencer marketing because they want to be seen as thought leaders. TopRank Marketing State of B2B Influencer Marketing Report

In the B2B world, most influencers are thought leaders themselves since domain expertise is really an important part of what makes a business influencer trusted, respected, credible and interesting for others to follow.

B2B brands that want to elevate the thought leadership of their brand through executives can be a part of an Always-On Influencer Marketing program that combines points of view about key topics where both the industry influencer and brand executive are participants. When a brand executive is included in brand content created in collaboration with industry experts and thought leaders, it can start to change the perception of that brand executive to be seen as a thought leader themselves.

Partnering B2B brand executives and subject matter experts with industry influencers for Thought Leadership content provides multiple benefits:

  • Diverse voices from the industry and brand add credibility and quality to the content
  • The influence of industry experts elevates the influence of the brand executives
  • Influencers reputation is raised by association with thought leadership level content and the brand

The beauty of influencer content programs for thought leadership is that when brands build real relationships with industry thought leaders, they become partners that advocate for the brand as well as for the brand executives involved

“Partnering with influencers for thought leadership content can accelerate brand credibility and trust."

So how can a B2B brand approach an integrated influencer marketing and thought leadership program? Here are 5 steps to start:

1. Define Thought Leadership Topics - The obvious starting point is clarity around how the brand wants to be known that reconciles with what the industry and customers care about. We often call these "best answer" topics because one of the goals of Thought Leadership and Influencer content is for the brand to become the best answer for customers. Defining these topics will drive every other step in the Influencer Marketing and Thought Leadership partnership.

2. Identify Influencers and Executives - Once a B2B brand determines topics of focus, it's time to connect those topics to the most appropriate and relevant executives who will represent the brand's thought leadership effort. At the same time, those topics will be used to identify and qualify relevant industry influencer partners to collaborate with. The minimum data points for influencer selection include topical relevance, topic resonance with the influencer's community, network size, inventory of thought leadership content and experience, values alignment and publishing activities.

3. Create a Thought Leadership Content Collaboration Plan - To create meaningful and impactful Thought Leadership content with B2B brand executives and industry influencers, topics need to be mapped to contributors and content types, formats and channels need to be identified. A content calendar of opportunities is created, often integrating with planned content from marketing campaigns, public relations media relations efforts and corporate communications.

4. Publish and Promote - Collaborations manifest as content that will need a home whether it is the corporate website, blog, social channels, industry publications, research reports, marketing campaign assets, on influencer websites and social channels or in presentation content. Formats run the gamut from text to video to audio to interactive. Influencers and brand social channels alone are not enough for promotion of B2B Thought Leadership content. LinkedIn advertising offers excellent executive targeting capabilities as do other social networks and paid search platforms.

5. Always-On Influencer Engagement for Advocacy - Influencer Marketing is a relationship business and Thought Leadership content co-created with brand executives and influencers can be repurposed, giving influencers continued exposure. Other engagement actions as simple as social media interactions or as robust as future content collaborations provide influencers reason to invest in the success of the content and inspire organic advocacy for their brand executive partners as well as the brand itself.

What does the future of influencer marketing and thought leadership hold? Listen to what Janine Wegner, @JanineWegner Global Thought Leadership Program and Activation Manager at Dell Technologies (client) has to say:

"One of the key things to think about as businesses and academic institutions, is how can we introduce influencer marketing in combination with thought leadership as a key component with the marketing and business suite so people can actually be educated, get accredited or a degree. How does influencer marketing and thought leadership fit within the bigger marketing play and strategy. It’s an integrated part of the marketing play."

Thought Leadership and Influencer Marketing represent a key partnership that can produce content that drives trust, reputation, reach and engagement - many of which are in short supply and highly valued by business customers.

The post Always-On Influencer Marketing: Building Thought Leadership for B2B Brands appeared first on Online Marketing Blog - TopRank®.

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How to Convert Website Traffic With Facebook Ads

Wondering how to re-engage website visitors who don’t convert? Looking for Facebook ad types that work? In this article, you’ll discover how to convert your site traffic with two types of Facebook and Instagram ads. Understanding Where These Campaigns Sit in the Facebook Ad Funnel Before we dive into ad creation, you first need to […]

The post How to Convert Website Traffic With Facebook Ads appeared first on Social Media Examiner | Social Media Marketing.

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