Tag: B2B Marketing

Cozy Up With Your New Company: 7 Tips to Transition Into Your New Marketing Role

Think back to your first day of school (that you can remember), and take a moment to relive some of those feelings: excitement, worry, happiness, fear and maybe a little nausea. There were a lot of new faces and some familiar ones which helped ease the initial panic.

Now, fast forward to “adulthood”. You’re starting a new marketing position at a new company, and the “first day of school” feelings are resurfacing. Only this time, there are no familiar faces. It’s mentally and physically exhausting wondering if you’re going to fit in, wanting to make a great impression and also exciting because you have a lot to offer, you’re smart and your new company goals align with your career path.

This is exactly how I felt (almost) when I started my new marketing role at TopRank Marketing. Although, I don’t remember feeling nauseous. The excitement far outweighed the worry, and I was very happy to find a professional work environment that supported my personal goals and emphasized personal growth and company growth in tandem. I knew I could bring a lot to the role of marketing copywriter, and there was a lot of potential for growth and learning.

Even though there was enormous opportunity, being the “new kid” isn’t easy. I was nervous about how the transition was going to go, and knew I had to act quickly to understand the ins and outs of the brand, produce results and assimilate into the new company culture gracefully.

So, how do you successfully transition into your new marketing role and show your value?

To help answer this question, here’s a list of 7 tips that I’ve learned to get you accustomed to your new marketing role. Whether the specialty is in content marketing, digital advertising, social media or influencer marketing, you’re going to want to slip on your Snuggie and discover how to quickly get comfortable in your new company.

#1 – Research

Familiarizing yourself with as many aspects of the company, as quickly as you can, will have a  huge impact on your transition. While any and all research is helpful, try to focus on the following three types of research at the beginning:


  • Company – Understanding the story behind the company, the types of customers it serves and the primary goals and objectives will help you get a better understanding of who you are representing and how your specific job duties fit into the grander scheme of things.  
  • Culture – The environment in which you work in on a daily basis will dictate certain behaviors, processes and actions you will take in your new company. It’s important to identify what’s appropriate, how the team works together and understand where you fit into the mix.
  • Audience – As a professional marketer, you need to understand who the company is targeting. Researching detailed information about your ideal audience from a company perspective will help you provide value in your role.


All of this research should be done in a number of ways: talking to coworkers, reading the company website and seeing what other people are saying about the company, to name a few.

#2 – Become the Brand

Once you get a clear understanding of what your company stands for, how it provides solutions to your customers and day-to-day processes and procedures, you’ve got to immerse yourself in the brand and become an active participant. Share news, exciting updates and spread the word on social media. When you’re not at work, be open to opportunities to advocate for your brand in a respectful and appropriate way.

#3 – Find a Mentor

Making connections with coworkers isn’t easy, especially in the beginning. It takes time to get to know who someone is on a professional level, and weaving in bits of personal information takes skill and emotional intelligence. Remember, you don’t have to be best friends, but you do have to nurture a respectful professional relationship because you’re going to rely on these people to be successful in your role, and vice versa.

Finding a mentor is a great way to get advice and an outsider’s perspective on situations and experiences. This person could be inside or outside of your organization, and depending on which you choose (could be both), the relationship may vary:

Outside Your Company: Bounce ideas off of this person, get advice and sometimes, you’ll just use them as a sounding board. Be open to what they have to say because being removed from the situation allows them to offer you unbiased opinions and advice.

Inside Your Company: Learn, listen, pick their brain, ask questions and don’t forget to thank them. Keep it professional and use this as an opportunity to increase your knowledge and skills.

#4 – Get Out of Your Comfort Zone

While it feels safe to just sit back and slowly get acquainted with your new surroundings, team members and job duties, one way to quickly make an impression is by stepping outside of your comfort zone and taking initiative to make connections. If you are in a meeting and have questions, don’t be afraid to ask them, if one of your team members seems really interesting, strike up a conversation be friendly. Putting yourself out there (in a respectful way) will help your team get to know you better, and you’ll produce better work and results together.

#5 – Learn the Ropes

This might go without saying, but to successfully transition into your new marketing role, you must learn quickly. This includes any tools, software, processes and skills that are required. It’s important to take the lead and acquire as much information as you can (and retain it). Seeking out additional training opportunities (internal and external) and learning from your peers are great ways to speed up the process.

Also take this time to learn about yourself. In your new marketing role, think about time management, how you work best and what you can share with your coworkers to maximize productivity.

#6 – Voice Your Ideas

The biggest factor that often times gets in the way of voicing your ideas is the fear of the unknown: not knowing how others will interpret your ideas, not knowing if what you say will come out the way you intended and not knowing if your idea is “good”.

In any industry, especially marketing, creativity is necessary to thrive. Like any other skill, creativity requires practice. By overcoming your fear, you’ll be able to perform your job duties to the best of your abilities, and be a contributing member of the team. Not every idea is going to be amazing, and that’s okay. Just keep calm and carry on.

#7 – Be Yourself

Last, but definitely not least, be yourself. It’s tempting when you start a new job to hold back a little bit so you don’t embarrass yourself, and you might think it’s easier to “fit in”. But remember, you were hired for a reason and the brand sees the potential in you.

Staying true to yourself will help your co-workers get to know you, the real you. It creates genuine connections which will improve your collaboration and enable you to perform your best at all times.

Using these 7 tips, the transition into your new marketing position should be smooth sailing, however, don’t forget to account for some rough waters at times. It can’t all be sunshine and rainbows. Maybe bring a raincoat instead of a Snuggie. This is a learning experience for everyone involved, and taking initiative and being yourself will get you through even the toughest of times.

Ready to Make a Smooth Transition into a New Marketing Career?

TopRank Marketing is hiring! Check out our open positions below, join our amazing team and best of all, be yourself!

Digital Advertising Manager

Content Marketing Manager

Content Marketing Strategist

Social Media & Influencer Relations Specialist

Applying is easy! Simply email your resume to hr@toprankmarketing.com, and don’t forget to include additional details explaining why you’re excited about the position.

Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. |
Cozy Up With Your New Company: 7 Tips to Transition Into Your New Marketing Role | http://www.toprankblog.com

The post Cozy Up With Your New Company: 7 Tips to Transition Into Your New Marketing Role appeared first on Online Marketing Blog – TopRank®.

12 Ways to Ignite Your B2B Marketing #IgniteB2B

Ignite B2B Marketing

B2B is no longer the purview of “boring to boring” but instead represents one of the greatest opportunities for innovation in the marketing world. But what ideas, strategies and tactics are igniting the sales cycles, lead nurtures and ROI performance metrics for B2B brands?

To answer that question I reached out to my fellow speakers at the upcoming Ignite B2B Marketing conference, happening in London June 22nd. B2B marketers from major brands including Dun & Bradstreet, Shell, Philips, ADP, Adobe, Cisco, Samsung and IBM as well as my pals Carla Johnson and Doug Kessler chimed in with their insights on everything from the growing role of data to customer experience to virtual reality to continuous innovation.

Whether you’re a marketer based in the UK, Europe, the U.S. or anywhere else, I invite you to ignite your B2B marketing in 2017-2018 with the insights from these top marketers.  As a bonus, I threw in a few of my own tips in too.

A more data driven, sales-integrated and accountable marketing methodology is becoming the new normal. @joel_b2beditor #igniteb2b

ABM is Becoming the New Normal
ABM (account based marketing) seems to be transforming the way that B2B marketing and sales people understand the opportunity, and go about addressing it. Whilst there’s an ongoing debate about what is and what isn’t ABM, it’s clear that the principles of a more focused, data driven, sales-integrated and accountable marketing methodology is increasingly gaining traction and becoming the new normal. Examples of organisations using it effectively outside of the tech space are few and far between, and even where it has been deployed there is potential for approaches to be honed further to reap even greater rewards. The vendors are ramping up the hype, but the agencies (at least on this side of the pond) have been slower to respond.
Joel Harrison
Joel Harrison @joel_b2beditor
Editor in Chief at B2B Marketing
B2B Ignite Presentation: Opening & closing comments plus “Revealed! The habits of highly successful B2B marketers”

Real-Time Data Insights
The sheer quantity of data that can be analyzed and processed in real-time is igniting a marketing revolution. The output achieved from gathering data and insights and deploying the latter intelligently, in real-time, is helping accelerate sales. But this data must be organized, structured, and integrated across the enterprise. In other words, the data must be mastered so the information driving your key business decisions is accurate and fresh. Leveraging Master Data will ignite B2B marketing!
Rishi Dave
Rishi Dave @RishiPDave
Chief Marketing Officer at Dun & Bradstreet
B2B Ignite Presentation: Panel Discussion on how to succeed in B2B Marketing and “Accelerate!: Creating a Faster Path from Prospect to Profitable Customer”

Content at Scale with Customers
Customer generated content will ignite the B2B marketing world. Stories that are credible , authentic and engaging will replace the vendor vanity that dominates today. We tend to be proud of our purchase decisions however small and need to capture this authentic storytelling and passion much more in the B2B environment.
Emma Roffey
Emma Roffey @ERoffey
Senior Director Marketing EMEAR at Cisco
B2B Ignite Presentation: “Cisco: A transformation story – how to achieve radical change in your marketing culture, people and process”

B2B companies are recognizing what their B2C peers have long understood: experience matters. @davidburnand #igniteb2b

Experience Matters
In 2017, B2B companies are recognizing what their B2C peers have long understood: experience matters. A recent Accenture survey showed over 90% of B2B companies plan to increase spending on experience and 78% believe it provides competitive advantage. At Adobe, we are seeing the impact, as seemingly ‘traditional’ B2B companies such as Siemens drive personalisation and optimisation initiatives and create new digital experiences.
David Burnand
David Burnand @davidburnand
Director of Enterprise Marketing EMEA at Adobe
B2B Ignite Presentation: “Humanising B2B marketing”

Social Sales Priority
Social selling, and realizing there’s more to it than just firing out InMails to random prospect lists is igniting B2B. We’re finally aligning marketing and sales. Marketers are getting better at tying channel data together to measure interaction values through the customer journey, and map this to lead quality scores. It’s still nascent, but social sales is being talked about as a priority in most businesses.
Matt Owen
Matt Owen @lexx2099
Global Social Media Manager at Shell
B2B Ignite Presentation: “Can Artificial Intelligence save social media?”

Perpetual Innovation
Brands that focus on relentless innovation are igniting the B2B marketing world. For too long, we’ve looked at our work as one-and-done instead of continual iteration. Audiences connect with brands that perpetually evolve their experience by looking at ways to stay perpetually fresh, interesting and valuable.
Carla Johnson
Carla Johnson @CarlaJohnson
Chief Experience Officer at Type A Communications
B2B Ignite Presentation: “Creative on demand: How the habit of creativity delivers exponential outcomes from limited resources”

Digital Engagement with VR
2017 is all about embracing technology and developing memorable experiences that lead to much deeper connections with our customers. In the new digital engagement economy, we as B2B marketers, must inspire, excite and engage when delivering our value stories. For me, VR offers the best platform and opportunity to create immersive experiences that engages the big-ticket B2B buyers.
Sally Wright
Sally Wright @sallyannewright
Enterprise Marketing Director at Samsung
B2B Ignite Presentation: Panel Discussion – What’s the Big Idea? Creative excellence in B2B

Martech that Drives ROI
I’m excited by the explosion of marketing technology and what that means for B2B marketers. Now, with AI and advanced analytics, companies of all sizes can derive insights from across the entire business to drive personalised campaigns and prove marketing ROI.
Holly Gage
Holly Gage @hollga
EMEA Marketing Services Director at Bluewolf, an IBM Company
B2B Ignite Presentation: “What is the digital marketing transformation curve and why is is it important?”

Customer Data is the New Currency
For instance, It’s key to identify ‘buyers’ vs. ‘shoppers’ within your B2B customers to implement a good pricing model for your portfolio. Hence we need to stop thinking about Customer Decision Journeys and start looking for Customer Experience Journeys to be effective as B2B marketeers.
Sam Talya
Sam Talya @sam_talya
Global B2B eCommerce Lead at Philips
B2B Ignite Presentation: “Customer Obsessed Digital Business for OEMs”

Connected Data is King
Data is igniting the B2B marketing world. But not isolated, channel-specific data puddles. Instead, we’re seeing joined-up Data Lakes that combine different data sources (like CRM, marketing automation and web analytics) into one, agile resource. Can lakes ignite? This kind can.
Doug Kessler
Doug Kessler @dougkessler
Co-Founder, Velocity Partners
B2B Ignite Presentation: “Smash things up!”

Tech Distracts from Core Skills
Technology is igniting B2B. Be careful what you ignite, after all people who play with fire are likely to get burned. Technology has massive potential, but millions of dollars are going up in smoke while marketers are forgetting (or never bothering to learn) the essential lessons of our profession.
Graham Wylie
Graham Wylie @grahamwylie
VP Marketing EMEA at ADP
B2B Ignite Presentation: “Watch out! It’s our turn to be disrupted”

Content is Influential
With buyer distrust of brand messaging and advertising, B2B marketers need to get creative about making sure content reaches, engages and inspires their customers. B2C marketers have figured out that influencer engagement helps to bypass these obstacles. Likewise, a growing number of B2B companies are realizing that content co-created with internal and industry experts adds authenticity, quality and reach to their marketing. The value of influence is universal and B2B brands are now developing relationships with industry experts and micro-influencers alike to improve their content effectiveness.
Lee Odden
Lee Odden @leeodden
CEO at TopRank Marketing
B2B Ignite Presentation: “Influencer Marketing – Mighty hype or great hope for B2B?”

Ignite Your B2B Marketing in London, 22 June 2017

Ignite B2B Marketing London
If you’re in the UK and would like to dig even deeper into what’s igniting B2B marketing in 2017, 2018 and beyond, then be sure you’re registered for the #IgniteB2B conference in London June 22nd.

Ignite is the largest B2B marketing event in the UK with 8 different content tracks, top brands and speakers, networking and vendor resources. Top marketing leaders and future B2B marketing leaders will be there learning, making new connections and most certainly attending my keynote on influencer marketing. (I can hope, right?).  I hope to see you there!

Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. |
12 Ways to Ignite Your B2B Marketing #IgniteB2B | http://www.toprankblog.com

The post 12 Ways to Ignite Your B2B Marketing #IgniteB2B appeared first on Online Marketing Blog – TopRank®.

Don’t Skip Leg Day: 7 Content Marketing Must-Haves for Healthcare Marketers

Never skip leg day.

That is, when you’re working out, it’s important to change it up. Vary your routine and work different sets of muscles. It’s the difference between looking incredible, and looking like Mr. Incredible.

Your healthcare marketing needs just as much variety as your fitness routine does. Different types of content will appeal to different audiences, or the same audience in different ways. Stick with a single content marketing strategy—whether it’s white papers, webinars, or trade events—and you may see gains in one area. But you’re skipping leg day, and you’re going to end up top-heavy.

Fortunately, there’s plenty of variety to be had in healthcare content. With the content types below, you can build a well-rounded workout that will improve your content marketing’s overall fitness.

#1: Data Stories

Modern healthcare is all about data. We’re looking for more efficient ways to capture patient data, make it more widely available across the health system, and use that data for better-informed patient care.

Healthcare marketing is similarly data-driven. We don’t have to wonder how many radiology scans a certain hospital does, or how much cloud storage hospitals need—all that data is captured and available. Odds are your organization is sitting on a wealth of data. But it’s not just the data; it’s how you use it.

Strive to bring context, narrative, even emotion to your data. Don’t just list the stats and figures. Say your solution increased efficiency in the Emergency Department by 5%. What did that mean to patients in the ED? What do the physicians that work there say about it? What can the hospital do with that 5%?

Data provides the logical proof for your solution, but tying it to emotion makes it far more likely to inspire change.

#2: Infographics

If your marketing is mostly white papers and blog posts, odds are your audience could use a little visual stimulation. Infographics are a compelling way to present data for any B2B audience. Healthcare audiences are no different; we’re all people, and we all enjoy a good infographic.

Good graphic design can help your data shine. This 2017 trends infographic is a good example of a clean and simple presentation of a metric ton of information.

healthcare marketing trends

Keep these tips in mind for creating your own infographics:

  • Keep the design simple – one or two colors is enough
  • Organize your data left-to-right, top-to-bottom
  • Optimize your image for mobile – avoid blocks of tiny text & huge file sizes
  • Include a logical CTA – they’ve seen your data, now what should they do?

#3: The Patient Perspective

In B2B healthcare marketing, it’s easy to get overly focused on the hospital or physician’s perspective. On one level, that makes sense. You’re selling to radiology department leaders, or the hospital’s C-suite, so the majority of your content addresses them directly.

However, as in all B2B, it’s important to keep your customer’s customer in mind. Our client McKesson Medical Imaging realized their target audience was hungry for that patient perspective and we helped create content to meet that demand. The resulting blog post and infographic, A Tale of Two Patients, is one of the top-shared articles in the blog’s history. It continues to drive traffic nearly a year after it was posted.

When you talk about the difference your solution can make to a health system, take it a step further: How does your solution improve patient care? You can make it a mental exercise, or even better, find patients who can share their experience with your audience.

#4: Your Customers’ Voices

There are few marketing forces more powerful than a customer’s rave review. That holds true for anything from the latest trendy restaurant to a multi-million-dollar PACS system. Your satisfied customers hold tremendous potential to persuade their peers and colleagues.

How do you get your customers’ voices in your marketing? Ask them! Ask for an interview for your latest case study. Feature their expertise in your blog content. Include them in your latest eBook, or grab a quote for your snazzy new infographic.

In short, treat your customers like the influencers they are. Help promote them, celebrate their successes, and ask their opinions. Not only will you get more compelling content, you will strengthen your relationships with your most valuable customers

#5: The Latest News & Trends

It’s ironic that as the healthcare industry moves towards holistic patient care, healthcare marketing still struggles with tunnel vision. Creating content that doesn’t directly address your business’ solution can be a tough sell to both the marketing team and management. There’s a definite preference for bottom-of-funnel content aimed at matching your solution to specific pain points.

Healthcare marketers should follow the lead of health systems and treat the patient, not just the problem. Content that may seem irrelevant to the buyer’s journey is actually crucial, provided it meets a potential customer’s needs.

Include news and trends in your content to keep your customers informed, establish your organization’s thought leadership, and raise brand awareness. Provide the insights your buying committee needs to succeed at their jobs, and they’re far more likely to consider you when the committee convenes to make a decision.

#6: Interactive Content

B2C healthcare marketers already understand the benefit of interactive content. There’s no shortage of calculators, quizzes, and social media challenges to engage healthcare users. It’s high time that B2B healthcare marketing joins in on the fun.

Interactive content is yet another powerful way to tell stories with data. A calculator or quiz can help personalize your marketing to each potential customer’s specific use case. User-generated content campaigns can help you surface and promote compelling client stories.

#7: Influencer Content

What does influencer content even mean for healthcare marketing? Is it Kim Kardashian posting your latest MRI machine on Instagram? LeBron James posing with your Vendor Neutral Archive? The glamorous world of influencer marketing and the less-glamorous reality of B2B healthcare marketing may seem like an odd fit.

The key is that influencers are those who are influential to your audience. Taylor Swift won’t convince a hospital CEO to buy your solution. But there are people in the industry who that CEO respects and trusts, and they might. Your influencers might not have millions of followers, but their hundreds (or dozens) of followers are the people you want to reach.

Unlike sports stars and pop musicians, your potential influencers may not immediately see the value in creating content with you. Start by recognizing and promoting them, as we did in this healthcare marketer roundup. Follow them on social media, share their content, and then reach out with a small request. Continue to build the relationship, and you can move to interviews, guest blog posts, even full co-creation on a major content asset.

Give Your Healthcare Content A Full-Body Workout

Is your content addressing the diverse needs of your diverse audience? Or are you still skipping leg day? Expand your audience, and better engage your existing followers, with the different content types in this post. You will be better equipped to engage at the top of the funnel, develop relationships, and ultimately drive purchase decisions with a holistic content fitness routine.

For more healthcare content marketing advice, check out our recent interview with Amanda Todorovich.

Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. |
Don’t Skip Leg Day: 7 Content Marketing Must-Haves for Healthcare Marketers | http://www.toprankblog.com

The post Don’t Skip Leg Day: 7 Content Marketing Must-Haves for Healthcare Marketers appeared first on Online Marketing Blog – TopRank®.

B2B Marketers Are Way Behind on Influencer Marketing and Here’s the Solution

B2B Influencer Marketing Catch Up

Influencer Marketing is a hot topic, but what is really working, what isn’t and what are the future trends for marketers? Those are the questions we set out to answer in the research report: Influence 2.0: The Future of Influencer Marketing.

With analysis from Brian Solis of Altimeter and a research partnership between Traackr and my agency TopRank Marketing, enterprise marketers in North America and Europe were asked about the role of influence including ranking their influencer marketing maturity level.

31% of B2C marketers reported that they are experimenting with influencer marketing and 48% are running ongoing programs. This is in contrast to B2B marketers where a greater number (49%) were still experimenting and only 11% were running ongoing influencer programs.

Why does this mean B2B marketers are behind?

Within B2B marketing, the role of content during the customer journey is clear. Self directed business buyers are pulling themselves through most of the sales journey before ever contacting sales.

How are they doing it? With content.

While content continues to drive customer attraction, engagement and conversion, buyers have become numb to brand messages and advertising, going so far as to install ad blocking software at an increasing rate. Information overload and distrust of push marketing has buyers relying on peers, experts and industry influencers more than ever.

When B2B brands collaborate on content with credible outside voices that have active networks, it results in information with greater relevance, credibility and reach.

The connection between influence and content is very strong amongst enterprise marketers we surveyed. According to the study, 80% of marketers cited the biggest impact from working with influencers as content marketing. With the demand and usefulness of content marketing within B2B, there is tremendous opportunity for B2B marketers to improve their ability to integrate influence more strategically.

While most B2B marketers appreciate the opportunity with content and influencers, many are too inwardly focused. Ann Handley, Chief Content Officer at MarketingProfs offers this advice:

“Make Your Customer The Hero of Your Story. Paradoxically, your “story” is not about you—it’s about what you do for others. That’s a subtle shift, but an important one, because it installs your customer at the very heart of your marketing. It’s customer-centric versus corporate-centric.” @annhandley

Customer centricity is essential for effective B2B content marketing and working with industry influencers to co-create content adds a customer voice and authenticity that many marketers miss.

What is holding B2B marketers back from achieving more success working with influencers? There are three key issues:

1. Working with famous and friends, not influential people.

Social network size and self appointed influencer status does not equal the ability to affect a change of thinking or inspire action amongst buyers. Many B2B marketers are swayed by brandividuals into thinking that popularity alone will move the needle on buying cycle marketing metrics. Awareness is great, but without engagement and conversion as well, what is the point?

2. Viewing influencers as advertising.

People understand new things in terms of what they already know and this is no different in how many B2B marketers approach working with influencers. Advertising is a familiar model and B2B marketers that expect influencer collaboration to produce the same performance at the same consistency as an advertising channel, will inevitably be disappointed.

3. Short term, commoditized, disconnected collaboration.

The most significant disconnect of all is the “one off” approach where marketers engage influencers at random without any effort to maintain a relationship or understand what the influencer wants out of the the collaboration.

To take full advantage of a more strategic approach to influencer content, there are three engagement scenarios B2B marketers should consider:

Influencer Microcontent

Short form content is easier for influencers to contribute and serves as a nice appetizer for the brand community in advance of more substantial collaborations. Pull quotes, tips and social message-length comments are also great moments of opportunity to establish influencer relationships and to maintain positive interactions in between larger projects.

Influencer Campaigns

Strategically planned, implemented and connected influencer content campaigns provide participating influencers an opportunity to make more substantial contributions of their expertise and thought leadership to the shared brand and influencer community. The key to influencer content campaigns is that there is a guiding narrative and directive for relationship growth that provides direction for continued and evolved influencer engagement, not one-off or stand alone projects with only short term goals.

Influencer Community

A dedicated group of influencers as part of a brand VIP program provides advocates and industry experts a platform for collaboration in a variety of ways. A more formal engagement with influencers helps identify their affinity for shared values with the brand as well as what the common interests and goals of their mutual communities.

Many B2B marketers still experimenting with influencer marketing may touch on these three engagement scenarios, but are not often implementing strategically or long term. To do so, requires both a strategy and technology.

In the Influence 2.0 report, 71% of enterprise marketers view their influencer marketing as strategic or highly strategic and yet, only 24% of overall marketers are running ongoing influencer programs allocating just 10% of overall marketing budget. The awareness of a bigger picture view and integration exists with most enterprise level marketers, they just need to invest in a strategy and resources, including technology, so they can realize the benefits of an approach that is long term and scaleable.

When it comes to technology that supports more scalable, long term and integrated influencer marketing, Jason Miller, Global Content Marketing Leader at LinkedIn agrees: “I am a major advocate for making all of our jobs easier as marketers and it’s time we put the technology to work for us. Having a tool such as Traackr in your arsenal can help tie influencer marketing back to overall business goals and prove the marketing value to your CMO; that’s a very good thing.”

What is the Future of Influence for Enterprise organizations?
57% of marketers in our study say influencer marketing will be integrated in all marketing activities in the next 3 years compared to only 5% claiming full integration today. As more B2B marketers evolve from influencer marketing experimentation to a more strategic approach that emphasizes relationships, common goals and the ability to manage and scale with technology, the more they will realize the benefits of integration across all marketing functions.

Influencer 2.0 Cover

You can download the full report, Influence 2.0: The Future of Influencer Marketing here: http://influencermarketingreport.com

Of course you can get help with influencer content strategies from the some of the best in the business at TopRank Marketing.

A version of this article originally appeared on the LinkedIn Marketing Solutions Blog.

Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. |
B2B Marketers Are Way Behind on Influencer Marketing and Here’s the Solution | http://www.toprankblog.com

The post B2B Marketers Are Way Behind on Influencer Marketing and Here’s the Solution appeared first on Online Marketing Blog – TopRank®.

New Report: Top Content Marketing Growing Pains for B2B Enterprise Marketers

Every organization experiences growing pains when it comes to growing their content marketing program. Customer needs quickly evolve which means that brands need to be agile enough to meet consumer demand.

The group that maybe has it toughest of all is B2B enterprise marketers. The added complexities of supplying content for multiple business units and product sets, geographical locations and therefore, multiple customer groups is no easy undertaking.

While many B2B enterprise marketers have managed to crack the code for successful content marketing, others are still struggling to manage expectations with reality. The new 2017 B2B Enterprise Content Marketing report from Content Marketing Institute, MarketingProfs and Knowledge Vision helps to uncover some of the top opportunities that exist for B2B enterprise marketers.

Below, I’ve pulled out four of the top opportunities uncovered by the report as well as some helpful tips for overcoming these common hurdles.

#1 – Content Programs Need to Mature

Only 2% of B2B enterprise marketers surveyed would describe their content marketing maturity as sophisticated. Eek! One of the biggest opportunities that seems to exist with this group is the ability to integrate content across the organization.

QuickTip: The complexities of organizational structure at enterprise brands should not to be taken lightly. While there may be completely separate business units that exist, it’s important to find a way for department heads to collaborate on some level. Even just knowing what another team is working on or has seen success with can help guide the content strategy for the other departments.

#2 – Content Results Aren’t Improving Significantly Year-Over-Year

One of the biggest factors to the success of anything is life is your commitment. So it comes as no surprise that 40% of B2B enterprise marketers would rate the success of their content about the same as the previous year when, 35% of these same marketers would rate themselves as only somewhat committed to content marketing.  

QuickTip: All of the data points to the fact that content marketing is an essential part of today’s digital marketing landscape. In order to make content marketing a priority, it’s imperative that leadership is on-board with content initiatives.

#3 – A Documented Content Strategy is a Marketing Must-Have

According to the results, only 38% of B2B enterprise marketers have a documented content marketing strategy. That means over 50% of marketers surveyed do not have a strategy to guide their efforts.

QuickTip: Knowing where to begin developing a content strategy can be a daunting task but here are a couple steps to get you started:

  • Document any goals (especially revenue goals) that your marketing department is responsible for.
  • Create a brief synopsis of what has (and hasn’t) worked in the past to help guide your approach.
  • Since it’s impossible to identify all steps right away, select some key areas of focus for the year to help keep your team on track.

#4 – Content Marketing Budgets Are Low

On average, only 22% of total marketing budgets (not including staff) are spent on content marketing. And a whopping 38% are unsure of the total percentage spent on content efforts. It’s unclear as to where exactly the rest of these funds are allocated, but there is an opportunity to put more behind content marketing.

QuickTip: Whether it means implementing new tools to increase effectiveness or working with a content marketing agency, an investment in content is an investment in your customers. Content has the ability to impact every stage of the buying cycle and is a much cheaper alternative to pumping all of your funds in paid tactics. Additionally, content builds authority and credibility over time while other tactics abruptly stop adding value once they’re turned off.

Download the Full Report for Even More Insights

In the full report, you’ll gain additional insights into what is and isn’t working for B2B enterprise content marketers. The future for marketers isn’t bleak, but there is clearly an opportunity to mature, document and invest in content marketing.

If you’d like to see all of the results, download the 2017 B2B Enterprise Content Marketing report.

Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. |
New Report: Top Content Marketing Growing Pains for B2B Enterprise Marketers | http://www.toprankblog.com

The post New Report: Top Content Marketing Growing Pains for B2B Enterprise Marketers appeared first on Online Marketing Blog – TopRank®.