Archiv für den Monat: August 2021

How to Elevate Post Pandemic B2B Marketing with Always-On Influence

Always-On B2B Influencer Marketing

Always-On B2B Influencer Marketing

As we collect data for the new State of B2B Influencer Marketing Report, it remains to be seen whether last year’s 96% of B2B marketers feeling confident about influencer marketing will come out, especially after the effects of the pandemic. With the shift in B2B go to market models towards digital first, influencer engagement has increased for many marketers as an alternative to spending on field marketing, real-world events and trade shows.

As B2B buyers increasingly rely on digital sources of information, stats like 74% of B2B marketers say influencer marketing impacts customer and prospect experience, become even more important. While that confidence before and since the pandemic has opened doors to many more B2B brands experimenting with, piloting and becoming more familiar with influencer engagement, that increase in activity has increased competition. So how can B2B brands raise the bar on their influencer marketing efforts?

Here’s a pretty compelling statistic from the State of B2B Influencer Marketing Research Report:

12X more B2B marketers are very successful running Always-On influencer programs vs. those who engage periodically.

Always-On Influencer Marketing is the practice of ongoing relationship building, engagement and activation of a specified group of influencers to build community, content and brand advocacy. The importance of Always-On influence is more important than ever in a customer centric world of B2B Marketing. As Brian Solis, Global Innovation Evangelist at Salesforce says,

“Always-On thought leadership and influence are more important now than ever because the customer never turns off.” @briansolis

In our research and survey of hundreds of B2B marketers, we found some key benefits of an Always-On approach to working with B2B influencers:

  • 75% Increased views of brand content
  • 70% Improved credibility of brand content
  • 60% Increased share of voice
  • 55% Increased media mentions of brand
  • 50% Increased brand advocacy

Always-On Influence Builds Momentum in B2B Marketing

The great irony of how many B2B brands work with influencers and an Always-On approach is that many marketers see influencer marketing the same as buying advertising on-demand. They want to work with influencers only when they need them to amplify content for a campaign. That’s just not how it works – engaging with influencers only when you need them to do something for you.

Influencers are people and Influencer Marketing is a relationship business. An Always-On approach to working with influencers still involves campaign level activations, but also a planned and persistent effort to intelligently using insights to monitor, engage and advance mutual goals between the brand and influencers. Smart B2B marketers apply Always-On best practices like ongoing nurturing, repurposing of influencer content, micro-activations, public and private influencer engagement, development of an influencer community and inspiring organic advocacy.

What does Always-On B2B Influencer Marketing look like in action?

LinkedIn has built relationships with a 75+ strong sales and marketing influencer community of industry professionals using an Always-On approach to influencer engagement.

Starting with an Always-On focused approach in the influencer marketing strategy, influencers were researched according to criteria, qualified and engaged. Then rather than activate them all for a short term campaign, those influencers were nurtured and activated on an ongoing basis through varying types of content tactics ranging from simple social interactions to contributions to content and eventually building up (for some) to be featured in marketing assets on the LinkedIn platform itself.

LinkedIn Always-On Influencer activations:

  • Social First Influencer Content on LinkedIn
  • Influencer Interviews
  • eBook Contributions
  • In-Person Event to Co-Create Content
  • Conference Mixers
  • Ongoing Social Nurturing

Results from an Always-On approach over a small slice of time include:

  • 2,000+ brand mentions by influencers & networks
  • 84 Million in social reach through influencer shares
  • 200-450% above benchmark social engagement

LinkedIn is very much in tune with how they want to be known in the industry and what that reputation, thought leadership and credibility means in combination with the importance of authenticity and trust. Developing relationships with the people who are actively driving conversations, opinions and actions in the industry empowers both LinkedIn with an on-demand community of advocates as well as the influencers who gain even greater credibility through association with the LinkedIn brand and the quality of the content collaborations.

“An Always-On approach means the relationship ceases to be “transactional”. Because of this foundation, we’ve been able to immediately activate influencers for external, public-facing advocacy and amplification.” Garnor Morantes, Group Marketing Manager, LinkedIn

Using an Always-On approach to engaging B2B influencers can help marketers achieve some important outcomes, especially with a digital first focus by customers on where they discover, consume and engage with credible information to make purchase decisions:

  • Strengthen brand awareness
  • Improve industry credibility
  • Warm the market for biz dev & sales
  • Drive demand & lead gen with content
  • Inspire word of mouth advocacy
  • Build trust for the brand & solutions
  • Become the best answer for the brand’s areas of expertise

To learn more about Always-On Influencer Marketing check out our influencer marketing series of posts or talk to one of our experts at TopRank Marketing where we’ve worked with numerous mid-market and enterprise B2B brands to create marketing experiences that inspire.

“TopRank Marketing is the Gold Standard when it comes to B2B Influencer Marketing.”
@BrianSolis, Global Innovation Evangelist at Salesforce

The post How to Elevate Post Pandemic B2B Marketing with Always-On Influence appeared first on B2B Marketing Blog – TopRank®.


Weinhof Calvenschlössl

Mehr Bilder…

Hilde Van den dries, die Winzerin des Weinhof Calvenschlössl, bewirtschaftet in Südtirol auf bis zu 1350 m Europas höchstgelegene Rebstöcke – biologisch und in harter Handarbeit.

Der Markenauftritt, das Packaging sowie die neue Website geben ein Gefühl für die hochalpinen Steillagen, in denen der Wein gedeiht. Die Handgezeichneten Linien sind die Höhenschichten der Weinlagen. Sie sind markant und variabel einzusetzen. Handarbeit, extreme Bedingungen und winzerisches Können werden von einem präzisem, sehr grafischen und purem Design in eine Marke gegossen. Die Lage wird zur Marke des Weines, zum Beispiel Lootscher oder Goldboden.


Juli Eberle


B2B Marketing News: Why B2B Marketers Thrive On LinkedIn, More Advertisers Applying Brand Values, Reddit Talk Rolls Out, & Ad Market Expands 43%

2021 August 27 MotionCue Chart

2021 August 27 MotionCue ChartWhy B2B Marketers Build on LinkedIn [Infographic]
96 percent of B2B marketers distribute content on LinkedIn (client), which has surpassed the 774 million member mark, including the presence of 97 percent of all Fortune 500 firms — two of numerous statistics of interest to digital marketers contained in newly-released infographic data. Social Media Today

CMO-CIO Relationship Needs Tightening To Improve Performance: CMO Council Report
Just 23 percent of firms rate their CMO-CIO working relationships as very effective, while 60 percent of CMOs who have very effective relationships with IT say that they utilize multi-year strategic planning, according to recently-released survey data of interest to online marketers. MediaPost

Most Marketers Say They’re Not Getting the Most Out of Their Marketing Automation Tools. Why?
39 percent of marketers see lack of training and resources as the top challenge to fully utilizing marketing automation tools, followed by 32 percent who view lack of management resources at the biggest barrier, according to newly-released report data. MarketingCharts

YouTube Overhauls Search Results
Google’s YouTube has begun a mobile test that incorporates Google search results to augment YouTube’s traditionally video-only SERPs, in a move that may eventually roll out to all users, while also implementing several other new YouTube search-related updates, YouTube recently announced. Search Engine Journal

Twitter Announces Coming DM Improvements, Including Multi-DM Sharing and Updated Navigation
Twitter has rolled out the ability to share a private message to multiple Twitter users, along with changes to how direct messages on the platform are formatted, both part of several additional new related features, Twitter recently announced. Social Media Today

82% of advertisers apply brand values to media spending decisions, survey finds
Over the past year there has been a 20 percent increase in advertisers that apply brand values to media spending, while some 59 percent of advertisers say they will downgrade a media partner because of trust factors — two of several statistics of interest to digital marketing contained in recently-released report data. Marketing Dive

2021 August 27 Statistics ImageAd Market Expands 43% In July, Smaller Categories Outpace Top 10
For the fifth month in a row the advertising economy in the U.S. has grown, with July seeing a 43.3 percent increase in year-over-year ad spending, according to newly-released ad tracking index data of interest to online marketers. MediaPost

LinkedIn Publishes New Guide to Effective Brand Building on the Platform
B2B marketers who publish on LinkedIn (client) have been given new data on the most effective use of the Microsoft-owned platform for brand-building initiatives, with the launch of a new brand strategy guide, the firm recently announced. Social Media Today

Reddit unveils its Clubhouse clone, Reddit Talk
Social news aggregator and discussion platform Reddit has launched its audio-call-based communication app offering features similar to Clubhouse, a move that gives marketers new options for utilizing the platform, Reddit recently announced. TechCrunch

2021 Survey Reveals How Marketers Take Advantage of Video
28 percent of marketers say that building brand awareness is the number one objective when it comes to using digital video, followed by 24 percent that find explaining products the top goal, and 18 percent who consider increasing sales and traffic as leading objectives, according to newly-released survey data. Business 2 Community

2021 August 27 Marketoonist Comic

A lighthearted look at the “this meeting could have been an email” by Marketoonist Tom Fishburne — Marketoonist

Deleting Unwanted Emails Every Day For Rest of Life More Convenient Than Clicking Twice to Unsubscribe Forever — The Hard Times


  • LinkedIn Learning Solutions — Companies Are Opening Their Doors Again. How Do Employees Feel About Going Back? — LinkedIn (client)
  • TopRank Marketing — Top 70 Influencer Marketing Blogs and Websites — Feedspot

Have you found your own B2B marketing news item 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 this week’s TopRank Marketing B2B marketing news, and we hope that you will return 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: Why B2B Marketers Thrive On LinkedIn, More Advertisers Applying Brand Values, Reddit Talk Rolls Out, & Ad Market Expands 43% appeared first on B2B Marketing Blog – TopRank®.


In-Person & Hybrid Learning: Autumn B2B Marketing Conferences to Elevate & Inform Your Strategy

B2B marketing conference attendees and speakers on stage image.

B2B marketing conference attendees and speakers on stage image.

What are some of the top autumn B2B marketing conferences that will take place both in-person and in hybrid fashion?

As we move ever closer to 2022, more physical marketing events are on tap than were available last year, although most either offer a hybrid online option or are still entirely digital experiences.

To help you sort out the B2B marketing conference options available this fall through the end of the year, we’ve compiled our latest list of the top B2B marketing events to elevate and inform your business strategy.

Marketing conferences undoubtedly offer a wealth of benefits to marketers seeking new learning, networking opportunities, and the latest industry research and insight to increase brand awareness, but finding events that match your business and B2B marketing needs can be a challenge.

Over the past decade the number of conferences has skyrocketed, making it harder than ever to hone in on the ones that can best help build your business, boost your networking opportunities, and offer the most relevant new industry education from top speakers, especially in world of B2B marketing.

For autumn 2021 we’ve gathered together events that place an emphasis on B2B marketing in all its facets, and are happy to present them here,in chronological order. All events are virtual except where noted.

[bctt tweet=““We’re all the same size rectangle on the Zoom screen.” — Vanessa Colella of @Citi“ username=“toprank“]

Let’s sit back and dig in to our collection of the top B2B marketing-related conferences and events taking place in the lead-up to 2022.

Autumn B2B Marketing Conferences to Elevate & Inform Your Strategy


Marketing Artificial Intelligence Conference — #MAICON21
When: September 13-14, 2021
Where: Virtual
Theme: Marketing Artificial Intelligence
About: All-virtual for 2021, the Marketing Artificial Intelligence Conference (MAICON) focuses on the successful use of AI in marketing, with a lineup of top speakers to be announced, along the lines of last year’s keynotes from Microsoft and Salesforce.

SaaStr Annual 2021 — #SaaStr
When: September 27-29, 2021
Where: Hybrid virtual and San Francisco, CA
Theme: Software as a Service (SaaS)
About: SaaStr Annual 2021 offers a cloud-focused business event bringing together B2B founders, executives and investors for the largest non-vendor SaaS conference, including speakers such as last year’s presenters from Adobe, Slack, Google Cloud, and Intuit. For this year the event touts „100% Vaccinated, Outside / Open Air,“ with over 500 networking sessions.

Content Marketing World — #CMWorld
When: September 28 – October 1, 2021
Where: Cleveland, OH. and virtual
Theme: Content Marketing
About: The theme for 2021’s Content Marketing World conference is connections, and the planned hybrid event is set to explore the best in content marketing to grow your business and inspire your audience, featuring top speakers including The Tilt founder Joe Pulizzi, MarketingProfs chief content officer Ann Handley, and our own CEO and co-founder Lee Odden, who will be presenting „How B2B Content Marketers Can Dominate in Search: Be the Best Answer.“


Forbes Under 30 Summit — #ForbesUnder30
When: October 11-12, 2021
Theme: Young Leaders
About: The all-virtual 2021 Forbes Under 30 Summit focuses on young leaders, bringing together top under-30 leaders, founders and creators in technology, finance, philanthropy and other fields, with a lineup of speakers to be announced similar to past speakers including Nobel prize winner Malala Yousafzai.

Reuters Events‘ Strategic Marketing 2021 — #ReutersEvents
When: October 12-14, 2021
Theme: Marketing
About: Reuters Events‘ Strategic Marketing 2021 virtual event explores the move beyond marketing and the future of consumer-brand relationships, featuring an array of top strategic marketing speakers including Microsoft CMO Chris Capossela, Mastercard chief marketing and communications officer Raja Rajamannar, and others.

When: October 12-14, 2021
Theme: Marketing & Sales
About: INBOUND presents a digital experience for 2021, with some of the biggest names and brightest minds in sales and marketing and other industries, and offers speakers from firms including HubSpot co-founders Brian Halligan and Dharmest Shah, Intuit CEO Sasan Goodarzi, Adobe CPO Scott Belsky, along with featured speaker Oprah Winfrey.

MarketingProfs B2B Forum — #MPB2B
When: October 13-14, 2021
Theme: B2B Marketing & Sales
About: Presenting an all-digital experience for 2021, MarketingProfs B2B Forum offers more than 35 sessions and leading speakers including B2B technology marketing consultant Pam Didner, MarketingProfs chief content officer Ann Handley, and our CEO and co-founder Lee Odden, who will present „The State of B2B Influencer Marketing.“

Advertising Week New York — #AWNewYork
When: October 18-21, 2021
Where: New York City and virtual
Theme: Marketing & Sales
About: For 2021 a hybrid Advertising Week New York event will serve as a worldwide gathering of marketing, advertising, technology and brand professionals, offering major speakers including Amazon vice president of global brand and marketing Claudine Cheever, IBM Watson Advertising head of product marketing Lauren Lee and others.

The Influencer Marketing Show — #IMSLONDON21
When: October 21, 2021
Where: London, UK. and virtual
Theme: Influencer Marketing
About: An in-person event in London, The Influencer Marketing Show offers brands, agencies, content creators and technology platforms a full day on influencer marketing education and strategy, with top speakers to be announced.


AI Summit Silicon Valley — #AISummit
When: November 2-4, 2021
Where: Santa Clara, CA.
Theme: Artificial Intelligence (AI)
About: Expected to take place in-personal, the 2021 version of AI Summit Silicon Valley presents all things artificial intelligence for business marketers, and includes leading speakers from AT&T, Xerox, HPE, IBM Services, Microsoft, Google and more.

B2B Marketing virtual ABM Conference — #B2BMarketingABM
When: November 2-4, 2021
Where: London, UK and virtual
Theme: Account-Based Marketing (ABM) in B2B Marketing
About: The hybrid 2021 B2B Marketing ABM Conference is aimed at a deep-dive into the world of ABM for B2B marketers, with four content streams and three days of learning on-tap, and speakers from firms such as Autodesk, Dow Jones, Ericsson, and Panasonic.

DECEMBER / TBD / On-Demand / 2022

AdExchanger Industry Preview — #IP2021
When: On-Demand
Theme: MarTech
About: For 2021 AdExchanger’s Industry Preview is in podcast form, an annual global forum for marketing technology, focused on what to expect in MarTech this year, with featured speakers from Axios, IBM, Amazon and others.

The ABM Innovation Summit — #ABMSummit
When: TBD, 2021
Theme: Account-Based Marketing (ABM)
About: The ABM Innovation Summit explores account-based marketing’s role in B2B marketing and sales, with an eye towards the future. Last year’s event featured top speakers from firms including SAP, Salesforce, and Uberflip.

B2B Marketing Expo — #B2BMarketingExpoUSA
When: April 6-7, 2022
Where: Los Angeles, CA.
Theme: B2B Marketing
About: One of Europe’s top marketing events will bring its B2B Marketing Expo to California in 2022, expected to offer over 200 sessions, industry awards, and keynotes from top speakers from the American Marketing Association, EMRG, and others.

Social Media Marketing World — #SMMW22
When: March 14-16, 2022
Where: San Diego, CA.
Theme: Social Media
About: Social Media Marketing World has postponed its 2021 event and planning for an in-person conference in 2022, with a deep-dive into social media marketing focusing on new ideas and quality networking opportunities, including top presenters.

Pubcon — #Pubcon
When: TBD
Theme: Search & Social
About: Now in its 21st year, Pubcon explores search and social marketing with a wide variety of subject tracks, often including a pre-conference training day.

SearchLove 2021 — #SearchLove
When: March 25-24, 2022
Where: San Diego, CA. and virtual
Theme: Search Marketing
About: SearchLove provides a multi-day event focusing on search marketing for in-house and agency search engine optimizers, business owners, marketing managers and more, featuring top speakers including Moz‘ Britney Muller and The Nature Conservancy’s Lindsay Mineo.

Digital Sales & Marketing World 2021 — #DSMW2021
When: October 5-6, 2021
Where: Hartford, CT. and virtual
Theme: Marketing & Sales
About: Digital Sales & Marketing World provides a focus on aligning sales, marketing and leadership for digital success, and features top speakers including Vidyard vice president of marketing Tyler Lessard and StoryBrand CEO Donald Miller.

DigiMarCon Midwest — #DigiMarCon
When: June 9-10, 2022
Where: Chicago, IL. and virtual
Theme: Marketing & Sales
About: Now pushed out to 2022, the in-person or online DigiMarCon Midwest digital marketing conference offers up emerging strategies, the latest innovative technologies, and best practices to move your business to the next level, featuring top speakers to be announced.

Email Innovations Summit — #EISConf
When: June 21-22, 2022
Where: Las Vegas, NV. and virtual
Theme: Email Marketing
About: As its name implies, the Email Innovations Summit focuses on the email aspects of marketing, discussing the cutting edge of email marketing trends and featuring top speakers from leading firms to be announced.

B2B Sales and Marketing Exchange — #B2BSMX
When: TBD
Theme: Marketing & Sales
About: B2B Sales and Marketing Exchange brings together thought leaders in ABM, revenue marketing and demand generation, including an array of top speakers.

Never Miss a Shot With 2022 Marketing Event Insights


We hope you’ve found a number of new and useful virtual and hybrid B2B events to attend this autumn on our list, and that the networking and industry learning you’ll experience from either these conferences or the many others available will help you achieve newfound levels of B2B marketing success in 2022 and beyond.

At TopRank Marketing we’ve explored the power of events for B2B marketers, especially those who incorporate influencer marketing, in a number of articles, and here are several to help you get the most from your 2021 B2B marketing events:

The post In-Person & Hybrid Learning: Autumn B2B Marketing Conferences to Elevate & Inform Your Strategy appeared first on B2B Marketing Blog – TopRank®.


Three Use Cases That Connect the Dots Between Influence and B2B Marketing Results

Use Cases B2B Influencer Marketing

Use Cases B2B Influencer Marketing

Last week I talked about where B2B Marketers are seeing the most impact from influencer marketing efforts based on the research done with hundreds of marketers for the State of B2B Influencer Marketing Report. Three of those specific areas where influence can help B2B brands optimize for greater marketing impact include brand, growing the influence of key executives and driving leads / sales.

While just about everyone in B2B Marketing is aware of how working with influencers can add relevance, reach and engagement to content, not everyone makes the connection between their particular business problem and the influence solution. Here are three examples from many that can help you connect the dots.

Build Credible Awareness of Your Brand with Customers

Business Problem: The industry is not aware of your brand, solution or your category.

This is a situation many start-ups, new products or services, re-brands and challenger brands experience in the industry. These awareness issues are also especially present in situations where the target audience is not aware of the problem your company solves. Whether your company or solution is new, your business is in a crowded marketplace or your market isn’t aware of the problem you solve in the first place, credible awareness is essential for getting on the radar and even considered for modern B2B buyers.

B2B Influence Solution: Engage top category influencers to drive conversations about the need for solutions like yours.

There are multiple centers of influence for every business professional including industry publications, professional relationships with peers, industry experts, or special interest groups and associations. Building credible awareness of your solution and/or brand can be expedited in an authentic way by identifying trusted voices in your industry on the topic and finding ways to partner with them.

The outputs of those activations can include any format that matters to your customers from text (white papers, reports, blog posts, articles) to audio (podcasts, social audio), to video (recorded episodes of an ongoing „show“, livestream video, webinars, virtual events).

B2B Marketing Impact: With more credible awareness of the need for your type of solution and your brand, the warmer the market will be to your solutions. While the description of this impact is simple, execution and achievement of it is not.

Grow Thought Leadership of Your People and Brand

Business Problem: Customers value thought leadership from the brands they buy from but do not see your brand as a thought leader.

Even if buyers are aware of your brand and solution, they may not consider it seriously if you are not demonstrating leadership in the strategic direction of the category. Buyers want to know they are working with the best, not just today, but in the future. Thought Leadership for a brand means an active demonstration of strategy that is validated by credible third parties.

B2B Influence Solution: Identify and engage industry experts that already actively publish and promote thought leadership content in your category and partner with them. Find common ground and goals and use content like a research project or a visionary content asset to attract their participation.

B2B Marketing Impact: What better way to become a thought leader than to partner with industry experts that are already thought leaders in your industry? Trusted experts that co-create strategic content with brands builds the authority of those they partner with by association. Influencers can also provide the third party validation of brand thought leadership as they cross publish collaborated content on their own websites, in industry publications, newsletters and in presentations. Customers that see the resulting collaborative thought leadership content will see the brand as a thought leader as well.

Optimize E.A.T. of B2B Content with Influencers

Business Problem: Your content is well optimized and even ranks well but does not get great click through or engagement from organic search.

B2B Influence Solution: What good is ranking well in search if customers do not trust what they find? Google has articulated through their Quality Rater Guidelines, the value of E.A.T. (expertise, authoritativeness, trustworthiness) when it comes to content that deserves to be the best answer in search results.

B2B brands can optimize the E.A.T. of their content that is already optimized for search by building expertise, authority and trust by collaborating with industry influencers for target topics/keywords. Experts that publish well-read industry articles, research, and useful content on the topics that the brand is trying to be the best answer for, can be quoted, provide guest posts, or may even decide on their own to cite and link to your brand from their channels.

B2B Marketing Impact: Optimizing content with keywords as well as industry expert quotes and contributions can give brand content the kinds of signals that E.A.T. guidelines are used for to identify content that should have the best ranking in search engines. Content that is more trustworthy can rank better and also inspire more clickthroughs.

Once you make the important connection between a key business problem and where working with influencers can help optimize your efforts, what process can you follow to ensure the best results? From a content marketing perspective, there is a basic architecture for influencers and B2B content collaboration that has delivered efficient and effective marketing performance again and again.

B2B influencer marketing content checklist

This B2B influencer content checklist is something we’ve covered here extensively and that I’ve presented on numerous times at B2B marketing industry conferences and workshops. The exact implementation of a campaign asset like this really depends on specific goals and the organization of the effort. Of course, content marketing campaigns that involve influencers on their own are not nearly as effective as an Always-On Influencer Marketing program that combines influencer relationship building with content activations.

If you need help connecting the dots between your business and marketing problem and where B2B influencer engagement (especially in the technology space) makes the most sense, be sure to reach out. We have nearly 10 years of B2B influencer marketing experience at TopRank Marketing and have a huge library of insights and experience to leverage for just about any B2B marketing situation.

The post Three Use Cases That Connect the Dots Between Influence and B2B Marketing Results appeared first on B2B Marketing Blog – TopRank®.