Category Archives for "Uncategorized"

June 12, 2021
  • by

How easy is it to market online?

2021 June 11 MarketingCharts Chart

2021 June 11 MarketingCharts Chart

B2B Better: Customers Vote For The Most Trusted Brands
Apple, Amazon, Adobe, LinkedIn and Google garnered the top five spots among B2B professionals as the most trusted B2B brands, followed by Microsoft, FedEx, HubSpot, UPS, and American Express, according to recently-release survey data of interest to digital marketers. MediaPost

How to Influence B2B Buyers’ Purchasing Decisions [Survey]
71 percent of B2B buyers said that the top influence on their decision to purchase was when a salesperson leads a thorough discovery of their concerns, wants, and needs, followed by 68 percent who said showing what’s possible or how to solve a problem had an significant influence on buying decisions, with the same percentage noting that a salesperson who listens to them affects their purchasing decision, according to newly-released survey data. MarketingProfs

CX Decision-Makers Invest in Tech to Embed Customer Insights Throughout the Organization
Making new technology investments, increasing customer experience (CX) budget, and building a formal CX measurement framework are the top steps being taken to utilize customer insights and feedback in organizations, recently-released report data of interest to online marketers shows. MarketingCharts

Exclusive LinkedIn data shows marketers are in demand – especially in the digital realm
Over the past six months LinkedIn (client) has had a 177 percent increase in the number of remote marketing job listings, with the most in-demand digital marketing skills being social media marketing, paid search strategy, followed by social media and search marketing, according to newly-released report data from Microsoft-owned LinkedIn. The Drum

Magna Teams With Spotify: Finds Americans Suffer From ‘Screen Fatigue,’ Turn To Audio
42 percent of Americans who recently listened to digital audio or watched online video said that screen fatigue was the primary reason they turned to more digital audio content — one of several findings of interest to digital marketers in recently-released survey data. MediaPost

YouTube Adds New Analytics Options To Provide More Context on Memberships, Revenue and More
Google’s YouTube has rolled out a slew of new measurement and analytics features, including some focused on helping creators and marketers get an improved look at channel membership gains and revenue impacts, the firm recently announced. Social Media Today

2021 June 11 Statistics Image

Report: Social Video Generates 70% As Much Reach As Linear TV, Fills In Demo ‘Gaps’
From February 2020 through the same month in 2021 the time that U.S. consumers between 18 and 44 spent watching social video climbed by almost 50 percent, with over half of social video being consumed by those in the 18 to 34 demographic, newly-released survey data has shown. MediaPost

SurveyMonkey Rebrands As Momentive To Fuel Its Growing Enterprise Business
SurveyMonkey will change its name to Momentive in a shift aiming to grow the firm’s B2B offerings in the customer insight market, while keeping its longstanding moniker for its self-serve business, the company recently announced. Forbes

Study Finds Only 2% Of Marketing Execs Want A ‘Full Return’ To Office
68 percent of marketers said that they were doing their best work while remote during the pandemic, while just two percent said that they would like to see a complete return to working from their office — two of several statistics of interest to digital marketers in newly-released report data. MediaPost

What Are B2B Marketers’ Most Critical Challenges Right Now?
Identifying target audiences and accounts, cross-departmental collaboration, and reaching target audiences through digital channels are the top three struggles that B2B marketers said they are facing, according to recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

2021 June 11 Marketoonist Comic

A lighthearted look at the “generational marketing
by Marketoonist Tom Fishburne — Marketoonist

Report: TikTok Now More Popular Than Instagram Among US Gen Z Consumers — MarketingCharts

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner
  • Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client)

Do you have your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thank you for taking the time to join us for the TopRank Marketing B2B marketing news, and please return again next Friday for more of the week’s 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.

The post B2B Marketing News: Most Critical B2B Challenges, Marketers Are In Demand, YouTube’s New Analytics, & Social Video Reach Grows appeared first on B2B Marketing Blog – TopRank®.

June 12, 2021
  • by

Are you ready to start your online business now?

2021 June 11 MarketingCharts Chart

2021 June 11 MarketingCharts Chart

B2B Better: Customers Vote For The Most Trusted Brands
Apple, Amazon, Adobe, LinkedIn and Google garnered the top five spots among B2B professionals as the most trusted B2B brands, followed by Microsoft, FedEx, HubSpot, UPS, and American Express, according to recently-release survey data of interest to digital marketers. MediaPost

How to Influence B2B Buyers’ Purchasing Decisions [Survey]
71 percent of B2B buyers said that the top influence on their decision to purchase was when a salesperson leads a thorough discovery of their concerns, wants, and needs, followed by 68 percent who said showing what’s possible or how to solve a problem had an significant influence on buying decisions, with the same percentage noting that a salesperson who listens to them affects their purchasing decision, according to newly-released survey data. MarketingProfs

CX Decision-Makers Invest in Tech to Embed Customer Insights Throughout the Organization
Making new technology investments, increasing customer experience (CX) budget, and building a formal CX measurement framework are the top steps being taken to utilize customer insights and feedback in organizations, recently-released report data of interest to online marketers shows. MarketingCharts

Exclusive LinkedIn data shows marketers are in demand – especially in the digital realm
Over the past six months LinkedIn (client) has had a 177 percent increase in the number of remote marketing job listings, with the most in-demand digital marketing skills being social media marketing, paid search strategy, followed by social media and search marketing, according to newly-released report data from Microsoft-owned LinkedIn. The Drum

Magna Teams With Spotify: Finds Americans Suffer From ‘Screen Fatigue,’ Turn To Audio
42 percent of Americans who recently listened to digital audio or watched online video said that screen fatigue was the primary reason they turned to more digital audio content — one of several findings of interest to digital marketers in recently-released survey data. MediaPost

YouTube Adds New Analytics Options To Provide More Context on Memberships, Revenue and More
Google’s YouTube has rolled out a slew of new measurement and analytics features, including some focused on helping creators and marketers get an improved look at channel membership gains and revenue impacts, the firm recently announced. Social Media Today

2021 June 11 Statistics Image

Report: Social Video Generates 70% As Much Reach As Linear TV, Fills In Demo ‘Gaps’
From February 2020 through the same month in 2021 the time that U.S. consumers between 18 and 44 spent watching social video climbed by almost 50 percent, with over half of social video being consumed by those in the 18 to 34 demographic, newly-released survey data has shown. MediaPost

SurveyMonkey Rebrands As Momentive To Fuel Its Growing Enterprise Business
SurveyMonkey will change its name to Momentive in a shift aiming to grow the firm’s B2B offerings in the customer insight market, while keeping its longstanding moniker for its self-serve business, the company recently announced. Forbes

Study Finds Only 2% Of Marketing Execs Want A ‘Full Return’ To Office
68 percent of marketers said that they were doing their best work while remote during the pandemic, while just two percent said that they would like to see a complete return to working from their office — two of several statistics of interest to digital marketers in newly-released report data. MediaPost

What Are B2B Marketers’ Most Critical Challenges Right Now?
Identifying target audiences and accounts, cross-departmental collaboration, and reaching target audiences through digital channels are the top three struggles that B2B marketers said they are facing, according to recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

2021 June 11 Marketoonist Comic

A lighthearted look at the “generational marketing
by Marketoonist Tom Fishburne — Marketoonist

Report: TikTok Now More Popular Than Instagram Among US Gen Z Consumers — MarketingCharts

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner
  • Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client)

Do you have your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thank you for taking the time to join us for the TopRank Marketing B2B marketing news, and please return again next Friday for more of the week’s 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.

The post B2B Marketing News: Most Critical B2B Challenges, Marketers Are In Demand, YouTube’s New Analytics, & Social Video Reach Grows appeared first on B2B Marketing Blog – TopRank®.

June 11, 2021
  • by

Do you need help with marketing material or software?

prime-day-.png

Amazon recently announced that the 2021 Prime Day sale will be June 21-22.

And the company is offering a discount to shoppers if they make a purchase from a small business selling on Amazon.

Prime members who spend at least $10 on items sold by select small businesses on Amazon between June 7-20 will get $10 credit to spend on Prime Day.

Amazon Prime Day is June 21-22

Prime Day has proven to be a great promotion for small businesses as it could one of their biggest earning opportunities of the year.

To take advantage of the promotion, small businesses will need to put in some marketing work to make sure their customers know about it.

Customers will also need to be Prime members so reaching out to them via social media to encourage them to sign-up is a good idea. Then it will be all about highlighting the deals on offer and driving as much traffic as possible to the dedicated Amazon hub.

Amazon Prime’s vice president, Jamil Ghani, spoke about the upcoming deal bonanza, saying: “Prime Day is a celebration of our Prime members, and we’re excited to bring members great deals across an incredible selection, whether members want to shop and save on top brands, buzzworthy items, or small business collections.

“Since we launched Prime Day in 2015, it’s delivered great new ways to shop, gift, watch movies and TV, and even dance, and we’re excited to carry on that tradition,” Ghani added.

The epic 48-hour Amazon Prime Day will include exclusive access to limited time offers and promotions of new product launches, as well as top quality entertainment. The deals will cover the likes of fashion, household goods and home appliances, beauty products, toys, sporting goods and pet supplies. There will also be many limited time bargains on electronics as well as Amazon brands and Amazon devices.

Amazon Prime Day Small Business Discount

Amazon’s focus on helping small businesses succeed doesn’t end with the 48-hour Prime Day event either. As well as the $10 credit for spending the same amount with select small businesses, Amazon are also offering 10% cash back on certain deals for Prime members with either an Amazon Prime Rewards Visa Card or Amazon Prime Store Card.

Amazon is also creating numerous curated collections so customers can specifically support Black-owned, woman-owned and military family-owned small businesses.

It is going to be a very busy day for small businesses all around the world, so now is the time to make sure your business gets involved.

Image: Depositphotos

This article, “Amazon Prime Day is June 21-22” was first published on Small Business Trends

June 11, 2021
  • by

Do you need help with marketing material or software?

African American Businessman multitasking and influencing on cellphone image.

African American Businessman multitasking and influencing on cellphone image.

How does influence help B2B brands achieve success?

Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have.

Reaching target audiences through digital channels was recently found to be a top-three critical challenge for B2B marketers.

A new LinkedIn* report of the most in-demand marketing skills has shown that digital marketing represented the biggest mismatch of skills in supply and demand. Influence is a vital element of successful digital marketing, and presents B2B marketers with a powerful tool to overcome this challenge, and the five brands we’ll examine here have each used influence in a variety of ways to achieve digital marketing success.

These five brands are rocking with the power of influence, engaging audiences and telling captivating brand stories.

Let’s jump right in and take a look at their success.

1 — Dotgo

DotGo

For Dotgo, a provider of rich communication services (RCS) and other business messaging solutions, enlisting subject matter experts from firms including Orange, Vodafone, Synchronoss, and IMI Mobile was an important part of explaining its mission.

Providing whitepaper content to influence potential industry customers involved a close look at the power today’s latest chatbot technology offers, including person-to-application (P2A) messaging, the benefit of chatbot directories for enterprise businesses, and the first customizable object recognition application for the visually impaired.

DotGo Chart

Another forum for utilizing influence is through industry award events, a route Dotgo has pursued with recognition from the Cannes Lions Awards, being shortlisted for innovation in early state technology. Find @DOTGO on Twitter.

2 — True Name by Mastercard

True Name By Mastercard

With its True Name initiative, Mastercard achieved global adoption and more than two billion impressions by tapping into the power of influence to promote its program that lets those in the transgender and non-binary communities display their chosen name on certain credit cards.

The campaign brought success in the form of positive brand sentiment, with a 3,000 percent increase, and achieved additional exposure through winning multiple industry awards, including the Black Pencil award at the 2021 D&AD Awards and shortlisting at Cannes.

Using videos that shared the powerful individual stories of people in the LGBTQIA+ community, Mastercard’s True Name campaign expanded to global availability, and used another form of influence in partnering with organizations including GLAAD and others.

Mastercard CMO Raja Rajamannar recently expanded on the firm’s embrace of radical changes in marketing and advertising, sharing how the human elements that incorporate influence provide the differentiation that is needed more than ever.

“Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy,” Rajamannar shared in a recent interview with The Association of National Advertisers (ANA).

“But the reality is that technology and data will level the playing field, so a company can no longer compete on just its product features or benefits or pricing or distribution network. You are going to have to differentiate yourself through creativity that is relevant to human beings,” Rajamannar explained.

True Name By Mastercard LinkedIn Screenshot

[bctt tweet=”“Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy.” — Raja Rajamannar @RajaRajamannar” username=”toprank”]

Mastercard also utilized its LinkedIn and other social media platform accounts to promote the True Name initiative, including a variety of video and static image content. Find @MastercardNews on Twitter.

3 — Google Search Black-Owned

Google Search Black Owned

Google embraced Black History Month for the launch of its Black-owned business discovery features, and enlisted Black voices of influence to inform the public about the program.

Offering easy ways to help businesses get support or to give support to Black-owned businesses, Google featured an array of people from small business owners to National Basketball Association superstar Stephen Curry.

“Good things happen when you search Black-owned businesses on Google — take it from Stephen Curry,” the campaign urged.

Google implemented a visual black heart over a three-striped orange background in its badge to denote Black-owned businesses, and worked in conjunction with the #BlackOwnedFriday initiative and the U.S. Black Chambers, Inc. to provide business support resources.

Influence also played a role in Google’s Digital Coaches, dedicated to helping business owners thrive online, and Google made it easy for people to write and share reviews of the program — another area where influence thrives.

The Association of National Advertisers (ANA) most recently report on diversity in advertising revealed that black-owned suppliers were the minority, with a 10 percent figure that came in slightly less than the 11 percent Hispanic-owned figure, while 62 percent were women-owned, according to the association’s ad budget survey data. Find @GoogleSmallBiz on Twitter.

4 — Oracle People Over Profits

Oracle

With its innovation showcase highlighting success stories during the pandemic, Oracle* has featured strategy from clients including The Vermont Country Store and its “People over profits” focus, highlighting how the power of influence can run the gamut from small to B2B enterprise firms.

Oracle has successfully shared customer stories in its innovation showcase, putting a human touch on what can often be cold software offerings, such as its Oracle Commerce e-commerce product — and going beyond the realm of traditional B2B product data sheets and often dry whitepapers.

Kelvin Gee, senior director of modern marketing business transformation at Oracle, sees the importance of a more customer-centric approach in personalizing content.

“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently,” Gee told our own Joshua Nite in “Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM,” which offers not only a fascinating look at enterprise account based marketing (ABM), but also an exploration of the power of empathy in marketing.

[bctt tweet=”“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently.” — Kelvin Gee of @Oracle” username=”toprank”]

Find @Oracle on Twitter.

5 — Northwestern Mutual Celebrating American Resilience

Northwestern Mutual

Northwestern Mutual creatively uses influence in the form of storytelling, and even pushes it into a new form of what CMO Lee Hurley calls “storydoing.”

Telling the stories of business owners hurt by the economic impact of the coronavirus, and how they overcame numerous obstacles, Northwestern Mutual’s American Resilience campaign utilized digital, social media, and traditional advertising.

“Influencers will help break down barriers surrounding financial planning by sharing authentic stories about how, with the help of a Northwestern Mutual advisor, they are financially and emotionally navigating important life stages in a COVID-19 world,” the campaign explained.

A video featuring business owner Melvin Gonzalez told a story of both individual business dreams and overcoming fear and pandemic difficulties utilizing financial advisor services, expanded on in additional campaign content.

CMO Lee Hurley sat down with LinkedIn News’ Callie Schweitzer during an episode of Marketer Must Read, and explored the campaign and the power of influencers, family, and friends when it comes to brands vying for attention.

“You’re not just competing with brands; you’re competing with everyone who is creating and sharing content — friends, family, influencers, media companies, and so on,” Hurley noted.

“People want to align with brands who stand for the causes they care about, who are making an impact, who are standing up,” Hurley added.

[bctt tweet=”“You’re not just competing with brands; you’re competing with everyone who is creating and sharing content — friends, family, influencers, media companies, and so on.” — Lee Hurley of @NM_Financial” username=”toprank”]

Find @NM_Financial on Twitter.

Influence is the Art of Providing Smart & Colorful Answers

via GIPHY

Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have.

We hope the examples of influence at work we’ve shared here from Dotgo, Mastercard, Google, Oracle, and Northwestern Mutual will help as you drive your brand initiatives ahead into post-pandemic marketing efforts.

Creating award-winning B2B marketing with an artful mixture of influence takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

* LinkedIn and Oracle are TopRank Marketing clients.

The post 5 Examples of B2B Brands Rocking With Influence in 2021 appeared first on B2B Marketing Blog – TopRank®.

June 10, 2021
  • by

Did you know you could market your business online at a very low cost?

African American Businessman multitasking and influencing on cellphone image.

African American Businessman multitasking and influencing on cellphone image.

How does influence help B2B brands achieve success?

Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have.

Reaching target audiences through digital channels was recently found to be a top-three critical challenge for B2B marketers.

A new LinkedIn* report of the most in-demand marketing skills has shown that digital marketing represented the biggest mismatch of skills in supply and demand. Influence is a vital element of successful digital marketing, and presents B2B marketers with a powerful tool to overcome this challenge, and the five brands we’ll examine here have each used influence in a variety of ways to achieve digital marketing success.

These five brands are rocking with the power of influence, engaging audiences and telling captivating brand stories.

Let’s jump right in and take a look at their success.

1 — Dotgo

DotGo

For Dotgo, a provider of rich communication services (RCS) and other business messaging solutions, enlisting subject matter experts from firms including Orange, Vodafone, Synchronoss, and IMI Mobile was an important part of explaining its mission.

Providing whitepaper content to influence potential industry customers involved a close look at the power today’s latest chatbot technology offers, including person-to-application (P2A) messaging, the benefit of chatbot directories for enterprise businesses, and the first customizable object recognition application for the visually impaired.

DotGo Chart

Another forum for utilizing influence is through industry award events, a route Dotgo has pursued with recognition from the Cannes Lions Awards, being shortlisted for innovation in early state technology. Find @DOTGO on Twitter.

2 — True Name by Mastercard

True Name By Mastercard

With its True Name initiative, Mastercard achieved global adoption and more than two billion impressions by tapping into the power of influence to promote its program that lets those in the transgender and non-binary communities display their chosen name on certain credit cards.

The campaign brought success in the form of positive brand sentiment, with a 3,000 percent increase, and achieved additional exposure through winning multiple industry awards, including the Black Pencil award at the 2021 D&AD Awards and shortlisting at Cannes.

Using videos that shared the powerful individual stories of people in the LGBTQIA+ community, Mastercard’s True Name campaign expanded to global availability, and used another form of influence in partnering with organizations including GLAAD and others.

Mastercard CMO Raja Rajamannar recently expanded on the firm’s embrace of radical changes in marketing and advertising, sharing how the human elements that incorporate influence provide the differentiation that is needed more than ever.

“Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy,” Rajamannar shared in a recent interview with The Association of National Advertisers (ANA).

“But the reality is that technology and data will level the playing field, so a company can no longer compete on just its product features or benefits or pricing or distribution network. You are going to have to differentiate yourself through creativity that is relevant to human beings,” Rajamannar explained.

True Name By Mastercard LinkedIn Screenshot

[bctt tweet=”“Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy.” — Raja Rajamannar @RajaRajamannar” username=”toprank”]

Mastercard also utilized its LinkedIn and other social media platform accounts to promote the True Name initiative, including a variety of video and static image content. Find @MastercardNews on Twitter.

3 — Google Search Black-Owned

Google Search Black Owned

Google embraced Black History Month for the launch of its Black-owned business discovery features, and enlisted Black voices of influence to inform the public about the program.

Offering easy ways to help businesses get support or to give support to Black-owned businesses, Google featured an array of people from small business owners to National Basketball Association superstar Stephen Curry.

“Good things happen when you search Black-owned businesses on Google — take it from Stephen Curry,” the campaign urged.

Google implemented a visual black heart over a three-striped orange background in its badge to denote Black-owned businesses, and worked in conjunction with the #BlackOwnedFriday initiative and the U.S. Black Chambers, Inc. to provide business support resources.

Influence also played a role in Google’s Digital Coaches, dedicated to helping business owners thrive online, and Google made it easy for people to write and share reviews of the program — another area where influence thrives.

The Association of National Advertisers (ANA) most recently report on diversity in advertising revealed that black-owned suppliers were the minority, with a 10 percent figure that came in slightly less than the 11 percent Hispanic-owned figure, while 62 percent were women-owned, according to the association’s ad budget survey data. Find @GoogleSmallBiz on Twitter.

4 — Oracle People Over Profits

Oracle

With its innovation showcase highlighting success stories during the pandemic, Oracle* has featured strategy from clients including The Vermont Country Store and its “People over profits” focus, highlighting how the power of influence can run the gamut from small to B2B enterprise firms.

Oracle has successfully shared customer stories in its innovation showcase, putting a human touch on what can often be cold software offerings, such as its Oracle Commerce e-commerce product — and going beyond the realm of traditional B2B product data sheets and often dry whitepapers.

Kelvin Gee, senior director of modern marketing business transformation at Oracle, sees the importance of a more customer-centric approach in personalizing content.

“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently,” Gee told our own Joshua Nite in “Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM,” which offers not only a fascinating look at enterprise account based marketing (ABM), but also an exploration of the power of empathy in marketing.

[bctt tweet=”“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently.” — Kelvin Gee of @Oracle” username=”toprank”]

Find @Oracle on Twitter.

5 — Northwestern Mutual Celebrating American Resilience

Northwestern Mutual

Northwestern Mutual creatively uses influence in the form of storytelling, and even pushes it into a new form of what CMO Lee Hurley calls “storydoing.”

Telling the stories of business owners hurt by the economic impact of the coronavirus, and how they overcame numerous obstacles, Northwestern Mutual’s American Resilience campaign utilized digital, social media, and traditional advertising.

“Influencers will help break down barriers surrounding financial planning by sharing authentic stories about how, with the help of a Northwestern Mutual advisor, they are financially and emotionally navigating important life stages in a COVID-19 world,” the campaign explained.

A video featuring business owner Melvin Gonzalez told a story of both individual business dreams and overcoming fear and pandemic difficulties utilizing financial advisor services, expanded on in additional campaign content.

CMO Lee Hurley sat down with LinkedIn News’ Callie Schweitzer during an episode of Marketer Must Read, and explored the campaign and the power of influencers, family, and friends when it comes to brands vying for attention.

“You’re not just competing with brands; you’re competing with everyone who is creating and sharing content — friends, family, influencers, media companies, and so on,” Hurley noted.

“People want to align with brands who stand for the causes they care about, who are making an impact, who are standing up,” Hurley added.

[bctt tweet=”“You’re not just competing with brands; you’re competing with everyone who is creating and sharing content — friends, family, influencers, media companies, and so on.” — Lee Hurley of @NM_Financial” username=”toprank”]

Find @NM_Financial on Twitter.

Influence is the Art of Providing Smart & Colorful Answers

via GIPHY

Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have.

We hope the examples of influence at work we’ve shared here from Dotgo, Mastercard, Google, Oracle, and Northwestern Mutual will help as you drive your brand initiatives ahead into post-pandemic marketing efforts.

Creating award-winning B2B marketing with an artful mixture of influence takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

* LinkedIn and Oracle are TopRank Marketing clients.

The post 5 Examples of B2B Brands Rocking With Influence in 2021 appeared first on B2B Marketing Blog – TopRank®.

June 9, 2021
  • by

How easy is it to market online?

African American Businessman multitasking and influencing on cellphone image.

African American Businessman multitasking and influencing on cellphone image.

How does influence help B2B brands achieve success?

Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have.

Reaching target audiences through digital channels was recently found to be a top-three critical challenge for B2B marketers.

A new LinkedIn* report of the most in-demand marketing skills has shown that digital marketing represented the biggest mismatch of skills in supply and demand. Influence is a vital element of successful digital marketing, and presents B2B marketers with a powerful tool to overcome this challenge, and the five brands we’ll examine here have each used influence in a variety of ways to achieve digital marketing success.

These five brands are rocking with the power of influence, engaging audiences and telling captivating brand stories.

Let’s jump right in and take a look at their success.

1 — Dotgo

DotGo

For Dotgo, a provider of rich communication services (RCS) and other business messaging solutions, enlisting subject matter experts from firms including Orange, Vodafone, Synchronoss, and IMI Mobile was an important part of explaining its mission.

Providing whitepaper content to influence potential industry customers involved a close look at the power today’s latest chatbot technology offers, including person-to-application (P2A) messaging, the benefit of chatbot directories for enterprise businesses, and the first customizable object recognition application for the visually impaired.

DotGo Chart

Another forum for utilizing influence is through industry award events, a route Dotgo has pursued with recognition from the Cannes Lions Awards, being shortlisted for innovation in early state technology. Find @DOTGO on Twitter.

2 — True Name by Mastercard

True Name By Mastercard

With its True Name initiative, Mastercard achieved global adoption and more than two billion impressions by tapping into the power of influence to promote its program that lets those in the transgender and non-binary communities display their chosen name on certain credit cards.

The campaign brought success in the form of positive brand sentiment, with a 3,000 percent increase, and achieved additional exposure through winning multiple industry awards, including the Black Pencil award at the 2021 D&AD Awards and shortlisting at Cannes.

Using videos that shared the powerful individual stories of people in the LGBTQIA+ community, Mastercard’s True Name campaign expanded to global availability, and used another form of influence in partnering with organizations including GLAAD and others.

Mastercard CMO Raja Rajamannar recently expanded on the firm’s embrace of radical changes in marketing and advertising, sharing how the human elements that incorporate influence provide the differentiation that is needed more than ever.

“Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy,” Rajamannar shared in a recent interview with The Association of National Advertisers (ANA).

“But the reality is that technology and data will level the playing field, so a company can no longer compete on just its product features or benefits or pricing or distribution network. You are going to have to differentiate yourself through creativity that is relevant to human beings,” Rajamannar explained.

True Name By Mastercard LinkedIn Screenshot

[bctt tweet=”“Since digital marketing began, the dependency on technology and data has become so intense that people started regarding anything creative as unnecessary or fluffy.” — Raja Rajamannar @RajaRajamannar” username=”toprank”]

Mastercard also utilized its LinkedIn and other social media platform accounts to promote the True Name initiative, including a variety of video and static image content. Find @MastercardNews on Twitter.

3 — Google Search Black-Owned

Google Search Black Owned

Google embraced Black History Month for the launch of its Black-owned business discovery features, and enlisted Black voices of influence to inform the public about the program.

Offering easy ways to help businesses get support or to give support to Black-owned businesses, Google featured an array of people from small business owners to National Basketball Association superstar Stephen Curry.

“Good things happen when you search Black-owned businesses on Google — take it from Stephen Curry,” the campaign urged.

Google implemented a visual black heart over a three-striped orange background in its badge to denote Black-owned businesses, and worked in conjunction with the #BlackOwnedFriday initiative and the U.S. Black Chambers, Inc. to provide business support resources.

Influence also played a role in Google’s Digital Coaches, dedicated to helping business owners thrive online, and Google made it easy for people to write and share reviews of the program — another area where influence thrives.

The Association of National Advertisers (ANA) most recently report on diversity in advertising revealed that black-owned suppliers were the minority, with a 10 percent figure that came in slightly less than the 11 percent Hispanic-owned figure, while 62 percent were women-owned, according to the association’s ad budget survey data. Find @GoogleSmallBiz on Twitter.

4 — Oracle People Over Profits

Oracle

With its innovation showcase highlighting success stories during the pandemic, Oracle* has featured strategy from clients including The Vermont Country Store and its “People over profits” focus, highlighting how the power of influence can run the gamut from small to B2B enterprise firms.

Oracle has successfully shared customer stories in its innovation showcase, putting a human touch on what can often be cold software offerings, such as its Oracle Commerce e-commerce product — and going beyond the realm of traditional B2B product data sheets and often dry whitepapers.

Kelvin Gee, senior director of modern marketing business transformation at Oracle, sees the importance of a more customer-centric approach in personalizing content.

“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently,” Gee told our own Joshua Nite in “Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM,” which offers not only a fascinating look at enterprise account based marketing (ABM), but also an exploration of the power of empathy in marketing.

[bctt tweet=”“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently.” — Kelvin Gee of @Oracle” username=”toprank”]

Find @Oracle on Twitter.

5 — Northwestern Mutual Celebrating American Resilience

Northwestern Mutual

Northwestern Mutual creatively uses influence in the form of storytelling, and even pushes it into a new form of what CMO Lee Hurley calls “storydoing.”

Telling the stories of business owners hurt by the economic impact of the coronavirus, and how they overcame numerous obstacles, Northwestern Mutual’s American Resilience campaign utilized digital, social media, and traditional advertising.

“Influencers will help break down barriers surrounding financial planning by sharing authentic stories about how, with the help of a Northwestern Mutual advisor, they are financially and emotionally navigating important life stages in a COVID-19 world,” the campaign explained.

A video featuring business owner Melvin Gonzalez told a story of both individual business dreams and overcoming fear and pandemic difficulties utilizing financial advisor services, expanded on in additional campaign content.

CMO Lee Hurley sat down with LinkedIn News’ Callie Schweitzer during an episode of Marketer Must Read, and explored the campaign and the power of influencers, family, and friends when it comes to brands vying for attention.

“You’re not just competing with brands; you’re competing with everyone who is creating and sharing content — friends, family, influencers, media companies, and so on,” Hurley noted.

“People want to align with brands who stand for the causes they care about, who are making an impact, who are standing up,” Hurley added.

[bctt tweet=”“You’re not just competing with brands; you’re competing with everyone who is creating and sharing content — friends, family, influencers, media companies, and so on.” — Lee Hurley of @NM_Financial” username=”toprank”]

Find @NM_Financial on Twitter.

Influence is the Art of Providing Smart & Colorful Answers

via GIPHY

Influence may be multifaceted almost to a fault, however a key essence is its role in providing smart answers to the questions your audiences have.

We hope the examples of influence at work we’ve shared here from Dotgo, Mastercard, Google, Oracle, and Northwestern Mutual will help as you drive your brand initiatives ahead into post-pandemic marketing efforts.

Creating award-winning B2B marketing with an artful mixture of influence takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

* LinkedIn and Oracle are TopRank Marketing clients.

The post 5 Examples of B2B Brands Rocking With Influence in 2021 appeared first on B2B Marketing Blog – TopRank®.

June 8, 2021
  • by

Do you know anyone that likes to shop online?

Digital First B2B Content

Digital First B2B Content

The evolution of B2B marketing has required companies to extend the transformations and pivots made during the pandemic to more permanent changes in marketing driven by evolving consumer preferences for information discovery, consumption and interaction. B2B marketing is evolved as a digital first practice and there’s no going back.

While most marketers understand it is simply not enough to rely on push marketing tactics and advertising, they still rely on these familiar and comfortable tactics.

Today’s business customers have more content choices in text, images, audio, video and interactive formats on more devices than ever. They expect more than just useful information from the brands they buy from.

In reaction to many of these changes in technology and an increased demand for information, many businesses have resolved to creating more content; more information to feed the insatiable appetite of the search and social web.

B2B marketers are responding to this need. Yearly research from Content Marketing Institute and MarketingProfs on Content Marketing consistently shows marketers are dedicated to using content in their marketing.

Unfortunately, simply creating more digital first content isn’t the answer. Competition is fierce for customer time and attention, raising the bar on content from simply providing information to delivering meaningful experiences. To stand out, engage and inspire action, todays businesses must engage in smarter, customer focused content marketing.

The shift from traditional digital marketing to a focus on integrated content experiences is requiring companies to rethink their approach. Making that transition requires an understanding some essential shifts:

Information Overload
According to a study from IBM, we’re creating 2.5 quintillion bytes daily— so much that 90% of the data in the world today has been created in the last two years alone.

Competition for attention has increased exponentially as brands evolve their publishing efforts and consumers are increasingly empowered to publish themselves. Blogs, social media sharing sites and networks are powered by brand and user generated content, all competing for time and attention.

Since most consumers are confronted by thousands of marketing messages every day, it’s essential that companies understand their customers and those who influence them. Using the right tools for everything from influencer discovery to topic optimization, brands can embark on a continuous effort to improve the performance of their content investment.

Data analysis and optimization tools will surface knowledge of specific customer segments and their pain points, goals and those who influence them. Armed with such insight, marketers will be better prepared to craft meaningful content marketing experiences to exceed customer expectations and pass the competition. Businesses must think beyond the mechanical and transition to a more meaningful approach to PR, search, social media and content marketing.

Disruption or Evolution?
Traditional publishing models have been significantly affected by these changes in technology and consumer information preferences. Print based publications are on the decline, newsroom resources and staff are shrinking and the roles of brand publishers and traditional media publishers are exchanging.

Driven by the Customer Journey
The diversity of information options and access through myriad devices empowers consumers with more decision making power before they ever act on an intent to purchase. The customer journey from awareness to consideration to purchase weaves it’s way through channels like search, news and social media in a dynamic path that is rarely linear and increasingly numb to push messaging.

Those companies that can attract and engage consumers earlier in the journey can establish a stronger brand connection and influence sales, despite a greater diversity of content and rising competition.

Architecting a content marketing plan across the customer buying cycle will enable marketers to plan content topics meaningful to each stage: awareness, interest, consideration, purchase, retention and advocacy. Content discovery, consumption and action at each stage can then be planned to optimize the customer experience.

Great content isn’t great until it’s discovered, consumed and acted on.

Re-thinking a content marketing strategy and it’s integration with search, social media and PR requires a solid definition of content marketing:

Content marketing is the planned creation, promotion and optimization of brand stories designed to create useful and meaningful experiences that attract, engage and inspire a target group of customers from awareness to purchase to advocacy.

With that definition, marketers can build a content marketing strategy that draws from both consumer insights and brand goals to create great content that is optimized for discovery, engagement and conversion towards business goals

Next steps and key questions:

  • What business goals could be solved by more useful and meaningful content?
  • Who are the target audiences your business needs to connect with? What do they care about? What are their goals?
  • Develop an editorial calendar that takes into account how each target customer segment discovers, consumes and acts on information needed during their buying cycle
  • Build search, social media and media optimization best practices into your content planning and promotion efforts.
  • Continuously analyze key performance indicators and business outcomes to optimize the performance of your content marketing investment

The post Optimize for B2B Customers with Digital First Content Marketing appeared first on B2B Marketing Blog – TopRank®.

June 6, 2021
  • by

Are you ready to start your online business now?

2021 June 4 MediaPostANA Chart

2021 June 4 MediaPostANA Chart

Ad Exec Vaccinations Reach 87%, Plans For Business Travel Improve Dramatically
In May 77 percent of U.S. advertising industry executives said they were willing to travel domestically for business, a sharp increase from the 23 percent figure in February, while 87 percent said that they have been vaccinated against the coronavirus, according to newly-released survey data of interest to digital marketers. MediaPost

Key Takeways From the Google Marketing Livestream
Google’s Marketing Livestream event saw the search giant reveal an array of new features and product upgrades, including wider availability of its Google Ads custom audience functionality, new conversion tracking for Google Tag Manager, and updated Google Analytics insights, along with other changes, Google recently announced. Search Engine Journal

Twitter: Social media giant lists new ‘Blue’ subscription service
Twitter has make moves to begin its Twitter Blue subscription offering, which has been viewed by some Twitter observers as likely to contain an array of potentially enticing new features including the ability to undo a tweet for a period of time after it’s been posted, an improved TweetDeck interface for power users seeking to keep tabs on multiple brands or topics in real-time, and custom subscriber-only color theme options. BBC

More People Report Leaving Reviews Online for Positive than Negative Experiences
56 percent of U.S. consumers say they leave online reviews because of product excellence, while 41 percent do so after finding a product unsatisfactory — two of several statistics of interest to online marketers contained in recently-released survey data. MarketingCharts

Facebook Now Enables You To Embed Facebook Videos at a Chosen Time in the Playback
Facebook has added functionality to share and embed video content that begins playing at any chosen spot — a feature YouTube has long offered — the social media giant recently announced. The new Facebook feature brings greater flexibility to marketers looking to utilize various portions of their videos on the platform. Social Media Today

Twitter’s Fleets are getting Stories-like ads
Twitter has begun rolling out a new advertising format for its Fleets story-format content, offering full-screen Fleet billboard ads up to 30 seconds long, the firm recently announced. The Verge

2021 June 4 Statistics Image

4 in 10 US Internet Users Say They Check Their Phone Every Few Minutes
39.1 percent of U.S. adult Internet users turn to their phone for research instead of their computer, while 38.3 percent say that they check their phone every few minutes, with 23.1 percent often having 10 or more web browsing tabs open at any one time, according to newly-released global survey data. MarketingCharts

How to Keep Your Team Motivated, Remotely
How businesses have kept their remote teams motivated is examined in new survey data and analysis from the Harvard Business Review, which takes a look at the key motivators that are able to energize remote teams, along with an equally-important group of negative motivators that present challenges to employers. Harvard Business Review

Facebook and Instagram will now allow users to hide ‘Like’ counts on posts
Testing complete, Facebook and its Instagram platforms have both begun to roll out options for hiding public like counts, the firm recently announced — a change which may eventually impact how some content creators measure the success of marketing efforts. TechCrunch

ANA: Black-Owned Suppliers Still Are The Minority Of Ad Industry’s Diversity Mix
The Association of National Advertisers (ANA) most recently report on diversity in advertising revealed that black-owned suppliers were the minority, with a 10 percent figure that came in slightly less than the 11 percent Hispanic-owned figure, while 62 percent were women-owned, according to the association’s ad budget survey data. MediaPost

ON THE LIGHTER SIDE:

2021 June 4 Marketoonist Comic

A lighthearted look at the “back to normal” by Marketoonist Tom Fishburne — Marketoonist

How the Commodore Amiga Powered Your Cable System in the ’90s — Hard Drive

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP — Influencer Marketing and Building Customer Relationships: Ursula Ringham on Marketing Smarts [Podcast] — MarketingProfs
  • Lee Odden — Pubcon Florida Social Influencer and Neuromarketing Workshop — Pubcon
  • LinkedIn — AdExchanger Talks: The Lowdown On LinkedIn Marketing Solutions With Product VP Gyanda Sachdeva — AdExchanger
  • Lee Odden — Marketing in unsicheren Zeiten [In German] — LinkedIn (client)

Have you uncovered your own most important B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope you’ll return again next Friday for more of the week’s 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.

The post B2B Marketing News: Key Remote Team Motivators, Google’s New Marketing Features, & Twitter’s New Blue Subscription Service appeared first on B2B Marketing Blog – TopRank®.

June 6, 2021
  • by

Are you ready to start your online business now?

2021 June 4 MediaPostANA Chart

2021 June 4 MediaPostANA Chart

Ad Exec Vaccinations Reach 87%, Plans For Business Travel Improve Dramatically
In May 77 percent of U.S. advertising industry executives said they were willing to travel domestically for business, a sharp increase from the 23 percent figure in February, while 87 percent said that they have been vaccinated against the coronavirus, according to newly-released survey data of interest to digital marketers. MediaPost

Key Takeways From the Google Marketing Livestream
Google’s Marketing Livestream event saw the search giant reveal an array of new features and product upgrades, including wider availability of its Google Ads custom audience functionality, new conversion tracking for Google Tag Manager, and updated Google Analytics insights, along with other changes, Google recently announced. Search Engine Journal

Twitter: Social media giant lists new ‘Blue’ subscription service
Twitter has make moves to begin its Twitter Blue subscription offering, which has been viewed by some Twitter observers as likely to contain an array of potentially enticing new features including the ability to undo a tweet for a period of time after it’s been posted, an improved TweetDeck interface for power users seeking to keep tabs on multiple brands or topics in real-time, and custom subscriber-only color theme options. BBC

More People Report Leaving Reviews Online for Positive than Negative Experiences
56 percent of U.S. consumers say they leave online reviews because of product excellence, while 41 percent do so after finding a product unsatisfactory — two of several statistics of interest to online marketers contained in recently-released survey data. MarketingCharts

Facebook Now Enables You To Embed Facebook Videos at a Chosen Time in the Playback
Facebook has added functionality to share and embed video content that begins playing at any chosen spot — a feature YouTube has long offered — the social media giant recently announced. The new Facebook feature brings greater flexibility to marketers looking to utilize various portions of their videos on the platform. Social Media Today

Twitter’s Fleets are getting Stories-like ads
Twitter has begun rolling out a new advertising format for its Fleets story-format content, offering full-screen Fleet billboard ads up to 30 seconds long, the firm recently announced. The Verge

2021 June 4 Statistics Image

4 in 10 US Internet Users Say They Check Their Phone Every Few Minutes
39.1 percent of U.S. adult Internet users turn to their phone for research instead of their computer, while 38.3 percent say that they check their phone every few minutes, with 23.1 percent often having 10 or more web browsing tabs open at any one time, according to newly-released global survey data. MarketingCharts

How to Keep Your Team Motivated, Remotely
How businesses have kept their remote teams motivated is examined in new survey data and analysis from the Harvard Business Review, which takes a look at the key motivators that are able to energize remote teams, along with an equally-important group of negative motivators that present challenges to employers. Harvard Business Review

Facebook and Instagram will now allow users to hide ‘Like’ counts on posts
Testing complete, Facebook and its Instagram platforms have both begun to roll out options for hiding public like counts, the firm recently announced — a change which may eventually impact how some content creators measure the success of marketing efforts. TechCrunch

ANA: Black-Owned Suppliers Still Are The Minority Of Ad Industry’s Diversity Mix
The Association of National Advertisers (ANA) most recently report on diversity in advertising revealed that black-owned suppliers were the minority, with a 10 percent figure that came in slightly less than the 11 percent Hispanic-owned figure, while 62 percent were women-owned, according to the association’s ad budget survey data. MediaPost

ON THE LIGHTER SIDE:

2021 June 4 Marketoonist Comic

A lighthearted look at the “back to normal” by Marketoonist Tom Fishburne — Marketoonist

How the Commodore Amiga Powered Your Cable System in the ’90s — Hard Drive

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP — Influencer Marketing and Building Customer Relationships: Ursula Ringham on Marketing Smarts [Podcast] — MarketingProfs
  • Lee Odden — Pubcon Florida Social Influencer and Neuromarketing Workshop — Pubcon
  • LinkedIn — AdExchanger Talks: The Lowdown On LinkedIn Marketing Solutions With Product VP Gyanda Sachdeva — AdExchanger
  • Lee Odden — Marketing in unsicheren Zeiten [In German] — LinkedIn (client)

Have you uncovered your own most important B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope you’ll return again next Friday for more of the week’s 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.

The post B2B Marketing News: Key Remote Team Motivators, Google’s New Marketing Features, & Twitter’s New Blue Subscription Service appeared first on B2B Marketing Blog – TopRank®.

June 5, 2021
  • by

Are you ready to start your online business now?

2021 June 4 MediaPostANA Chart

2021 June 4 MediaPostANA Chart

Ad Exec Vaccinations Reach 87%, Plans For Business Travel Improve Dramatically
In May 77 percent of U.S. advertising industry executives said they were willing to travel domestically for business, a sharp increase from the 23 percent figure in February, while 87 percent said that they have been vaccinated against the coronavirus, according to newly-released survey data of interest to digital marketers. MediaPost

Key Takeways From the Google Marketing Livestream
Google’s Marketing Livestream event saw the search giant reveal an array of new features and product upgrades, including wider availability of its Google Ads custom audience functionality, new conversion tracking for Google Tag Manager, and updated Google Analytics insights, along with other changes, Google recently announced. Search Engine Journal

Twitter: Social media giant lists new ‘Blue’ subscription service
Twitter has make moves to begin its Twitter Blue subscription offering, which has been viewed by some Twitter observers as likely to contain an array of potentially enticing new features including the ability to undo a tweet for a period of time after it’s been posted, an improved TweetDeck interface for power users seeking to keep tabs on multiple brands or topics in real-time, and custom subscriber-only color theme options. BBC

More People Report Leaving Reviews Online for Positive than Negative Experiences
56 percent of U.S. consumers say they leave online reviews because of product excellence, while 41 percent do so after finding a product unsatisfactory — two of several statistics of interest to online marketers contained in recently-released survey data. MarketingCharts

Facebook Now Enables You To Embed Facebook Videos at a Chosen Time in the Playback
Facebook has added functionality to share and embed video content that begins playing at any chosen spot — a feature YouTube has long offered — the social media giant recently announced. The new Facebook feature brings greater flexibility to marketers looking to utilize various portions of their videos on the platform. Social Media Today

Twitter’s Fleets are getting Stories-like ads
Twitter has begun rolling out a new advertising format for its Fleets story-format content, offering full-screen Fleet billboard ads up to 30 seconds long, the firm recently announced. The Verge

2021 June 4 Statistics Image

4 in 10 US Internet Users Say They Check Their Phone Every Few Minutes
39.1 percent of U.S. adult Internet users turn to their phone for research instead of their computer, while 38.3 percent say that they check their phone every few minutes, with 23.1 percent often having 10 or more web browsing tabs open at any one time, according to newly-released global survey data. MarketingCharts

How to Keep Your Team Motivated, Remotely
How businesses have kept their remote teams motivated is examined in new survey data and analysis from the Harvard Business Review, which takes a look at the key motivators that are able to energize remote teams, along with an equally-important group of negative motivators that present challenges to employers. Harvard Business Review

Facebook and Instagram will now allow users to hide ‘Like’ counts on posts
Testing complete, Facebook and its Instagram platforms have both begun to roll out options for hiding public like counts, the firm recently announced — a change which may eventually impact how some content creators measure the success of marketing efforts. TechCrunch

ANA: Black-Owned Suppliers Still Are The Minority Of Ad Industry’s Diversity Mix
The Association of National Advertisers (ANA) most recently report on diversity in advertising revealed that black-owned suppliers were the minority, with a 10 percent figure that came in slightly less than the 11 percent Hispanic-owned figure, while 62 percent were women-owned, according to the association’s ad budget survey data. MediaPost

ON THE LIGHTER SIDE:

2021 June 4 Marketoonist Comic

A lighthearted look at the “back to normal” by Marketoonist Tom Fishburne — Marketoonist

How the Commodore Amiga Powered Your Cable System in the ’90s — Hard Drive

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP — Influencer Marketing and Building Customer Relationships: Ursula Ringham on Marketing Smarts [Podcast] — MarketingProfs
  • Lee Odden — Pubcon Florida Social Influencer and Neuromarketing Workshop — Pubcon
  • LinkedIn — AdExchanger Talks: The Lowdown On LinkedIn Marketing Solutions With Product VP Gyanda Sachdeva — AdExchanger
  • Lee Odden — Marketing in unsicheren Zeiten [In German] — LinkedIn (client)

Have you uncovered your own most important B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope you’ll return again next Friday for more of the week’s 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.

The post B2B Marketing News: Key Remote Team Motivators, Google’s New Marketing Features, & Twitter’s New Blue Subscription Service appeared first on B2B Marketing Blog – TopRank®.