2020 March 27 MarketingCharts Chart

2020 March 27 MarketingCharts ChartLinkedIn rolls out Conversation Ads, aimed at improving personalization in messaging
LinkedIn has begun launching its new Conversation Ads, with real-time engagement ad options that include multiple calls-to-action. Conversation Ads are rolling out to all LinkedIn (client) advertisers over the next several weeks, the firm recently announced. Marketing Land

Social Media Consumption Grows Amid Coronavirus
Social media usage has sharply increased in the midst of the COVID-19 pandemic. Certain Instagram #ad campaign post likes have seen an increase of up to 76 percent during the past two weeks, as the majority of workers have shifted to temporary remote work. AList

CX in B2B Marketing: Top-of-Mind Strategy in 2020
54 percent of B2B marketers say their organizations are focusing most on customer experience and loyalty in their marketing efforts, according to newly-released report data examining global B2B customer experience priorities. MarketingProfs

Coronavirus: Emarketer lowers global ad spend projections for 2020
Worldwide ad spending will decrease due to the COVID-19 pandemic, with a previously expected $712 billion total being revised to $691 billion for 2020, a 3 percent decrease, according to newly-released forecast data, with many expecting even sharper forthcoming ad spend decreases. Marketing Land

B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]
LinkedIn (client) is tops among senior B2B marketers for nurturing leads, with some 84 percent saying the Microsoft-owned platform is the most effective social media channel, followed by Facebook at 43 percent and YouTube at 25 percent, according to recently-released survey data of interest to B2B marketers. MarketingProfs

Facebook Warns of Ad Approval Delays Amid Staff Changes Due to COVID-19 Impacts
Facebook was among the first social media platform to announce that the COVID-19 pandemic would affect how it reviews and approves certain content including ads, with a full slate of Facebook monetized content options being impacted. Social Media Today

2020 March 27 Statistics ImageSales And Marketing Are Misaligned As Email Lags In B2B Nurture Mix: Study
While some 64 percent of marketing teams said that their organizations use account based marketing (ABM) for at least half of their marketing, 90 percent consider it challenging to successfully use it across multiple channels including sales — two of several findings of interest to digital marketers in recently-released survey data. MediaPost

Instagram’s Testing the Capability to Add Hashtags and Location to Stories Highlights
Marketers may soon be able to add location information and up to four hashtags to the Highlights option of Instagram Stories, which stay active beyond the usual 24-hour active period, according to recent test observations — changes that could eventually bring an array of new targeting options to digital marketers’ toolkits. Social Media Today

Amazon could win big in the post-coronavirus retail economy
Marketers may swivel more ad dollars to Amazon, which has seen sizable demand increases in response to the COVID-19 pandemic. The firm announced that it was hiring more than 100,000 new workers, and a jump in ad revenue also appeared likely as some marketers have shifted more spend to the e-commerce giant. Marketing Land

Data Hub: Coronavirus and Marketing
28 percent of industrial marketers plan to shift marketing budgets from trade shows cancelled due to COVID-19 to digital advertising instead, while 14 percent will allot that spending to content marketing — one of several statistics of interest to digital marketers contained in newly-released report data from MarketingCharts. MarketingCharts


2020 March 27 Marketoonist Comic

A lighthearted look at how not to communicate right now by Marketoonist Tom Fishburne — Marketoonist

Diabolical Mailing List Admin Twirling Mustache and Cackling at Dead “Unsubscribe” Link — The Hard Times


  • SAP, Dell Technologies — 3 Tips For B2B Marketers When Your Big Trade Show Is Cancelled Due To Coronavirus — Forbes
  • SAP — Event industry and COVID-19: An insider’s point of view — The Future of Commerce
  • Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and please return again next Friday for a new selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes appeared first on Online Marketing Blog – TopRank®.

Powered by WPeMatico

Worker with tablet image.

Worker with tablet image.

What makes a B2B marketing campaign great?

Is it a creative theme that catches your attention? Is it the insightful expertise featured within? Is it the number of leads it produced?

Answer: it’s all of those things and more. Great B2B marketing campaigns have great ideas and great execution.

But great execution is hard to achieve. It demands excellent resourcing, swift approvals, streamlined processes, and more. And as you may have noticed, these aren’t marketing functions. They’re operational functions.

For your B2B marketing campaigns to truly be successful, you need someone leading the operational side of things. You need marketing operations.

What Is Marketing Operations?

According to MarketingProfs, marketing operations is “an emerging discipline that increases efficiency and drives consistent results in marketing-focused organizations. It builds a foundation for excellence by reinforcing marketing strategy with metrics, infrastructure, business processes, best practices, budgeting and reporting.”

Our translation? Marketing operations is the act of creating and enforcing processes, regularly assessing scope, allocating team resources, and introducing new martech tools to increase team efficiency and campaign results. It is the umbrella under which B2B marketing campaigns become more efficient and effective.

[bctt tweet=”“For your B2B marketing campaigns to truly be successful, you need someone leading the operational side of things. You need marketing operations.” @annieleuman” username=”toprank”]

Why Do You Need Marketing Operations?

Marketing Operations Increases Efficiency

From martech tools to processes to best practices, there are a handful of ways B2B marketing teams can improve efficiency. However, the owner of those responsibilities is often unclear. Instead, teams tend to divide and conquer. One person is responsible for campaign best practices, another owns martech, and a third might own business processes. Or worse, no owner has been set. As you may have guessed, this is an inefficient way to battle inefficiencies.

An efficient way to correct course is to set ownership of those responsibilities to a marketing operations role or department. This is a more focused approach that makes accountability clear. Plus, with increasing efficiency as a primary responsibility of marketing operations, instead of a secondary one, you can be certain that efficiency is a priority, not a nice-to-have.

Want to make your marketing more productive? Check out these marketing productivity tips.

Marketing Operations Improves Clarity

There’s a process for everything. For communicating internally or externally. For creating a social image. For drafting a blog post. How many of your processes are documented? How many of them are followed step by step? With so many processes to juggle in B2B marketing, it’s understandable that not every process is going to have 100% adoption.

That changes with marketing operations woven into your organization.

As a function that is dedicated to making sure processes are defined, documented, followed, and iterated on, marketing teams have increased clarity into what needs to happen, when it needs to happen, and who is responsible. This enables your team to move at faster speeds with confidence that the best, most optimized process is being followed.

Marketing Operations Enables Scalability

Take a look across your past marketing campaigns. Are they consistently executed upon? Or does each campaign have slight deviations from the norm? Save that mental picture. Now, imagine what happens to your consistency when you topple on another 10 to 20 campaigns or projects. It could get chaotic.

But if you can do it once, you can do it a thousand times.

Marketing operations allows your organization to quickly scale across campaigns and projects. With proven, documented approaches to each project and campaign type, your team can quickly kick off and launch their campaigns. Marketing operations does this by consistently assessing campaign scope, performance, and lift and using those findings to create the optimal campaign or project.

[bctt tweet=”“Marketing operations allows your organization to quickly scale across campaigns and projects. With proven, documented approaches to each project and campaign type, your team can quickly kick off and launch their campaigns.” @annieleuman” username=”toprank”]

Marketing Operations Optimizes Campaigns

Optimization is nothing new to a marketer.

From on page content and SEO to social images and digital advertising campaigns, there’s always something to optimize in the realm of marketing. But what about the campaigns themselves? Are you optimizing your workflows? And what about your scopes?

Part of the marketing operations role is to track and analyze marketing campaign budgets, burn rate, workflows, and results to find opportunities for optimization. Powered with this information, they can then optimize campaign structure, resources, and scope for maximum impact in minimal time. The end result is a campaign or project that drives great results, reduces costs, and increases profits. Talk about a big benefit.

For actionable tips on how to optimize your B2B campaigns, read this guide on how to maximize your B2B content marketing campaign investments.

Execute. Execute. Execute.

B2B marketing greatness requires both creative ideas and efficient execution. Do your B2B marketing campaigns have both?

Marketing operations leads to better campaigns, better workflows, and, ultimately, better results. If you’re lacking great execution that is timely, transparent, and repeatable, you need to make marketing operations a priority within your organization. Ensure there is someone at the helm of process management, martech tools, and resourcing, and your marketing machine will run better than ever.

For more operational tips for B2B marketers, check out our project management tips for B2B marketers.


The post A Well-Oiled Machine: Why Every B2B Marketing Team Needs Marketing Operations appeared first on Online Marketing Blog – TopRank®.

Powered by WPeMatico

Leaf emerging from center of tree stump image.

Leaf emerging from center of tree stump image.

Even though the “Roaring Twenties” moniker of a century ago today takes on a more menacing new tone in light of today’s COVID-19 pandemic, smart B2B marketers are still hard at work and looking ahead.

The B2B marketing world of tomorrow will be shaped by the emerging marketing trends we have seen during the beginning of 2020, and we already have a wealth of insight to learn from new research data that has come out in recent marketing reports.

We’ll take a look at:

  • Impressive Results in a Growing Influencer Marketing Industry
  • Social Media Changes & The Rising Importance of Trust
  • The Global Impact of Artificial Intelligence (AI)
  • The Role of Emerging Digital Interfaces in B2B Marketing
  • How Voice & Conversational Search are Reworking Traditional Search Engine Optimization (SEO)
  • How One-To-Few Publishing is Poised for B2B Emergence

With all these and more, let’s dig in and examine over 50 of the emerging marketing trends and statistics that are likely to play important roles in the B2B marketing world of tomorrow.

[bctt tweet=”“It’s vitally important to make connections between emerging trends, your industry and society, especially this year as we reach a tipping point for a number of technologies and trends that will shape the world of tomorrow.” @amywebb” username=”toprank”]

Social Media Changes & The Rising Importance of Trust

We’ve written about the rising challenges B2B marketers have faced in light of the diminishing trust today’s social-media-saturated consumers place in marketing in general, and we’ve also explored a variety of tactics to help overcome them.

In light of this, the recently-released Future Today Institute’s 2020 Tech Trends Report¹ expects that social media users will increasingly place greater importance on trust and credibility.

Another new study, the Rival IQ 2020 Social Media Industry Benchmark Report², has shown that social media engagement rates have fallen on Instagram, while those for Facebook and Twitter have remained largely unchanged.

We’ll look at influencer marketing trends more closely in a separate dedicated section, however when it comes to social media engagement rates, influencers saw the second-highest engagement rate across all industries in Rival IQ’s report, as shown here.


The report shows that while making social media marketing inroads on Facebook has been a challenge for brands, those using influencer marketing have fared better than those using traditional social media campaigns.

B2B marketers in industries seeking to engage with younger consumers may want to start or increase their brand presence on Snapchat, as seventy-three percent of adults between the ages of 18 and 24 now use Snapchat

The overall rate of social media posting frequency is down, with brands posting slightly less often on every channel in 2019, the RivalIQ report shows.²

B2B marketers looking to tap into some of the most successful social media hashtags may want to consider implementing relevant giveaways and contests, as two of the most popular hashtags across all of the industries the RivalIQ report examined were those relating to contests and giveaways.²

Aside from influencer marketing, multiple-photo image carousels were also shown to have particularly high engagement across industries, especially those on Instagram, which will re-serve carousels to users who didn’t initially engage.²

Even so, engagement rates on Instagram were uniformly down, with an all-industry median that fell by 23 percent from 1.60 percent to 1.22 percent, as the following Rival IQ chart shows.²


B2B marketers running campaigns on Twitter may wish to stay the course, as social media engagement on the platform stayed the same for the third year in a row.²

Impressive Results in a Growing Influencer Marketing Industry

Recent report data has shown that influencer marketing has garnered impressive results, helping lead the way to swift growth in the industry.

Influencer marketing is expected to grow to some $9.7 billion in 2020, representing an increase of more than 50 percent for each year since 2016, according to the recently-published Influencer Marketing Hub 2020 Influencer Marketing Benchmark Report.³

The report’s estimated year-over-year growth for influencer marketing is shown below.


Influencer marketing has seen high advertising dollar values, a trend that continued in 2019, with average earned media value that increased to $5.78 from 2018’s level of $5.20, as shown here.³


Influencer-marketing-savvy businesses have seen even higher returns, as much as $18 in earned media value for each dollar spent on influencer marketing

Large brands have seen a continued shift to using micro-influencers, and the most recent Influencer Marketing Hub report shows that during 2019 these firms utilized some 300 percent more micro-influencers than in 2016.³

With the strong performance seen in 2019 by influencer marketing, it should come as no surprise that 79 percent of respondents in the same report said that they plan to dedicate a budget to influencer marketing in 2020, as shown here.³


The portion of marketing budget dollars brands are spending on influencer marketing has also risen, with some 80 percent noting that they intend to spend at least 10 percent of their entire marketing budget on influencer marketing

Others said that they will spend nearly 40 percent of their marketing budget on influencer marketing, as outlined below.


A full 91 percent of survey respondents saw influencer marketing as an effective form of marketing, with the most common gauge of influencer marketing success being conversions and sales, according to the report.³

As with social media marketing, influencer marketing has been shown to be particularly partial to Instagram, with some 87 percent using the platform.³

When it comes to B2B marketing, however, LinkedIn has remained far and away the most-used platform, as a similar 87 percent of Inc. 500 firms used LinkedIn for social media during 2019, topping a list of how the fastest-growing U.S. firms are using social media, outlined in a recent UMass Dartmouth report.

Influencer marketing has seen significant grown over the past year, as the Influencer Marketing Hub report reveals 380 new influencer-marketing-related platforms and agencies entered the market over the last 12 months, which is outlined below.³


The influx of new influencer marketing platforms and agencies is a testament to the trust-building — and ultimately the success rates — of influencer marketing, yet those focused specifically on B2B influencer marketing are exceedingly rare.

Luckily for B2B brands seeking top-caliber B2B marketing agencies specializing in influencer marketing, market research firm Forrester has maintained a report, and TopRank Marketing was honored to be listed as the only B2B marketing agency offering influencer marketing as a top capability in its “B2B Marketing Agencies, North America, Q1 2019” report.

Additional influencer marketing report data shows that:

  • Along with rising use of micro-influencers, nano-influencers — with under 1,000 followers — have seen impressive results, especially on Instagram, where they have seven times the engagement rate (7.2 percent) than mega-influencers who have more than 100,000 followers (1.1 percent).³
  • Twitter nano-influencers saw 1.4 percent engagement, while mega-influencers saw only 0.3 percent of their followers providing tweet engagement.³
  • 84 percent said that they had increased the volume of content they created over the past two years
  • 72 percent said that they found the quality of customers gained through influencer marketing as better than from any other form of marketing
  • Some 40 percent said that they used third-party influencer marketing platforms.³

A primary challenge faced by those using influencer marketing has unsurprisingly remained finding good influencers. 23 percent found the task very difficult, 62 percent said it was of medium difficulty, and just 14 percent said finding appropriate influencers was easy.³ Our CEO Lee Odden recently shared “5 Key Traits of the Best B2B Influencers,” a helpful resource for B2B brands looking to get started in influencer marketing.

[bctt tweet=”“B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.” @LeeOdden” username=”toprank”]

What marketers hope to achieve through influencer marketing was also examined in the Influencer Marketing Hub report, with 40 percent looking to increase brand awareness, 36 percent to drive sales, and 24 percent to help build a resource library of user-generated content.³

The same report also looked into how marketers measure influencer marketing success, with 39 percent seeing conversions and sales as the primary benchmark, 34 percent viewing engagement campaign metrics, and 27 percent seeing success from views, reach, and impression figures, and outlined below.³


Rival IQ’s recent report data also shed some light on the success of influencer marketing, showing that as we previously mentioned in our social media observations, influencers increased their engagement rates on the often-tricky Facebook platform.

A 10 percent increase in photo post engagement among influencers helped achieve the rise in Facebook engagement rate.²

Influencers also achieved above-median performance on Instagram, in spite of seeing a 25 percent drop in engagement on the platform, and consistent Twitter performance as shown below.²

RivalIQTWChartVideos and status updates were the most engaging types of tweets on Twitter among influencers according to the Rival IQ report, topping photo and link tweets, as shown here.


The Global Impact of Artificial Intelligence

Artificial intelligence will continue to have a global impact in the future, according to the Future Today Institute report, which found that:

  • Between 2020 and 2024 the global AI market is expected to grow 20 percent annually between 2020 and 2024.¹
  • Worldwide economic growth generated by AI may hit an astounding $16 trillion by the end of the 2020s.¹
  • A daily data-creation total of some 463 exabytes is expected by 2025, roughly the same as 77 billion Netflix movie streams.¹ Sorting through and utilizing vast amounts of data is likely to continue as a prime challenge to B2B marketers in the years ahead. By the end of the decade some 50 billion devices may also be online, generating huge amounts of data.¹
  • By 2022 the AI chip market is expected to quadruple, to $6.7 billion, up from $1.66 billion in 2018.¹
  • Significant funding is being invested for AI initiatives around the world, including Softbank, which in 2019 launched a $108 billion fund targeting AI startups.¹

The Role of Emerging Digital Interfaces in B2B Marketing

In coming months and years B2B marketers will see greater opportunities in the realm of emerging digital interfaces including augmented and virtual reality (AR and VR), devices that we increasingly wear instead of just carry, and other technology that can help take experiential content to the next level.

The Future Today Institute report data shows the following trends of interest to B2B marketers:

  • $18.8 billion is expected to be spent on AR and VR in 2020, climbing to some $200 billion by 2024.¹
  • Over 1,000 wearable devices are presently available.¹
  • $370 million in wearable device sales is forecast by the end of 2020.¹

Questions such as how B2B firms can interact with consumers via wearables and what relevant data can be gathered about them will only grow as marketers enter largely uncharted wearable data usage territory.

[bctt tweet=”“In coming months and years B2B marketers will see greater opportunities in the realm of emerging digital interfaces including augmented and virtual reality (AR and VR), devices that we increasingly wear instead of just carry.” @lanerellis” username=”toprank”]

Voice & Conversational Search Rework Traditional SEO

B2B marketers face challenges in making their content discoverable to audiences using changing technologies, and some of the new report data shows the following opportunities and trends:

  • Traditional SEO is increasingly expanding into new realms, such as with voice search optimization (VSO)
  • Search query intent and searches based on conversation or even what a consumer is looking at are new challenges in search.¹
  • New types of searches will require B2B firms to implement new forms of optimization in coming years.¹

One-To-Few Publishing Poised for B2B Emergence

B2B marketers are likely to see an increased demand for digital methods to make more meaningful connections with smaller, relevant, and loyal audiences:

  • The use of more personalized content in the form of newsletters, podcasts and niche networks will increase, especially those that are infused with authenticity.¹
  • Closer online communities such as those in Facebook and LinkedIn groups will become more important than ever.¹
  • Limited-edition content such as pop-up collaborative newsrooms focusing on hyper-relevant and specialized topics are expected to become increasingly important.¹

How Will You Implement Emerging B2B Marketing Trends?

These are only some of the emerging marketing trends that will combine to play important roles in B2B marketing beyond 2020, with others such as our “Top 10 B2B Digital Marketing Trends in 2020” also offering helpful insight to guide your efforts.

We hope you’ve found the trend data from the Future Today Institute’s 2020 Tech Trends Report, Rival IQ’s 2020 Social Media Industry Benchmark Report, and Influencer Marketing Hub’s 2020 Influencer Marketing Benchmark Report to be helpful.

Forming a smart and successful B2B marketing foundation takes significant amounts of time and effort, which leads some brands to work with a top B2B marketing agency such as TopRank Marketing. Check out our B2B marketing resources and discover why leading brands such as Adobe, LinkedIn, Dell, 3M, Slack, and Monday.com have chosen to work with TopRank Marketing.


¹ Future Today Institute’s 2020 Tech Trends Report

² Rival IQ 2020 Social Media Industry Benchmark Report

³ Influencer Marketing Hub 2020 Influencer Marketing Benchmark Report

The post 50+ Top B2B Marketing Insights You Need To Know Today appeared first on Online Marketing Blog – TopRank®.

Powered by WPeMatico

La cuarentena que estamos viviendo a causa del COVID-19 está llevando a mucha gente a arrasar los supermercados. Así, hemos podido ver en las últimas semanas imágenes de pasillos completamente vacíos donde apenas quedaban productos de primera necesidad como papel higiénico, agua embotellada o alimentos en conserva.

Para traer un poco de cordura y concienciar a la población sobre la importancia de realizar una compra responsable, la agencia de publicidad Zambezi (Los Ángeles, EE.UU.) ha creado esta campaña pensada para que las estanterías vacías de los supermercados se conviertan en un soporte publicitario. Ellos mismos explican que “las estanterías vacías pueden causar ansiedad, por eso decidimos reemplazar estos espacios vacíos de algunas de las tiendas locales con anuncios que ayudaran a calmar los nervios de la gente e invitaran a comprar con conciencia”.

Las gráficas incluyen iconos de productos que suelen estar agotados durante estas semanas: papel higiénico, jabón desinfectante, latas de conservas, botellas de agua… Y van acompañados de mensajes informativos que animan a no acumular stock de estos productos de primera necesidad ya que las tiendas seguirán abiertas para comprar durante esta situación excepcional.

Zambezi ha puesto estos diseños a disposición de cualquier tienda que los quiera utilizar y se pueden descargar a través de este enlace.


Powered by WPeMatico

Adas Vasiliauskas es un fotógrafo lituano que ha tenido la divertida idea de usar su dron para capturar cómo están pasando la cuarentena sus vecinos. Y es que con la situación actual, Adas se quedó sin nada que hacer ya que sus trabajos para publicidad se cancelaron y los eventos se pospusieron, así que decidió hacer algo para entretenerse durante el encierro.

Así fue como se le ocurrió documentar cómo está viviendo la gente de su alrededor la cuarentena. En un principio pensó en usar un teleobjetivo, pero luego recordó que tenía un dron que usa para las bodas y otros eventos de este tipo. Así fue como encontró la forma perfecta de hacer fotos a otras personas sin tener ningún contacto con ellas.

Tras tomar varias instantáneas a algunos amigos, sus fotografías fueron ganando popularidad y así fue como nació este proyecto que lleva por nombre “Portraits of quarantine”. Por aquí os dejo algunas imágenes, pero podéis ver más en su web.


Powered by WPeMatico