Archiv für den Monat: November 2022

Neurodivergency in B2B Marketing: Kryptonite or Superpower

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Neurodiversity in B2B marketing stylized woman marketer image

In recent years, the term „neurodiversity“ has become more and more commonplace. It is the idea that there is not just one „normal“ way to think or learn, think, process information and complete work.

“Neurodiversity the idea that neurological differences, like autism and ADHD, are the result of normal natural variation in the human genome.” John Elder Robison, of the College of William and Mary

Neurodivergence refers to the wide range of neurological differences in people’s brains. This includes conditions like Autism Spectrum Disorder (ASD), Attention Deficit Hyperactivity Disorder (ADHD), dyslexia, and more. While there are challenges associated with neurodivergence, and many may think of it as kryptonite, there are also many strengths for those on the spectrum causing many to believe that neurodivergence may be a superpower, especially in the world of business.

Individuals with neurodiversity often have unique perspectives and talents that can be incredibly valuable in any workplace. In fact, some of the most successful salespeople and marketers are neurodivergent. This is because they bring a unique perspective to the table that allows them to see things that others might miss. They’re also often incredibly creative, which comes in handy when developing marketing content, sales processes and integrated campaigns. Additionally, many neurodivergent individuals are natural problem-solvers, which is an invaluable skill in both sales and marketing.

“Our brains work in many different ways, and forward-thinking marketing leaders should do everything necessary to support that diverse potential,” Mark Evans, marketing director at Direct Line Group has observed.

[bctt tweet=““Our brains work in many different ways, and forward-thinking marketing leaders should do everything necessary to support that diverse potential.” — Mark Evans of @DLGroupMedia“ username=“toprank“]

Previously, we shared tips for neurodivergent marketers, but here are a few superpowers from the spectrum to harness and inspire your own brand marketing.

1 — Diversity

One of the best things about neurodiversity is that it allows for embracing different perspectives. When you have a team that includes people with different ways of thinking, you’re able to come up with creative solutions that you may never have thought of before. As a marketer, it’s important to embrace divergence so that you can create the most effective communications and channels possible.

In terms of marketing, the Maryville University Guide to Diversity and Inclusion in Modern Advertising points out that not only does more diversity and inclusion contribute to a more aligned society, it allows companies to target new populations and increase response rates with relatable messaging, helping boost their bottom lines.

2 — Multitasking

If there’s one thing most neurodivergent people know how to do, it’s juggle multiple tasks at once. And while this might be considered a „disorder“ in some workplaces, it’s actually a valuable skill in marketing. That’s because successful sales and marketing campaigns require coordination between multiple team members and departments across various channels.

Identifying individuals who shine amongst organized chaos and can bounce back and forth between projects, clients and campaigns (whether they are on the spectrum or not) is ideal for many agencies and internal marketing departments.

3 — Creative Problem Solving

Neurodivergent professionals are often very good at thinking in new and exciting ways. This means they’re able to come up with creative solutions to challenges that others may not be able to see.

Creative intelligence in psychology is related to the ability to solve problems by imagining new and unique solutions. As a marketer, it’s important to be able to think outside the box so that you can create innovative campaigns that will engage your target audience.

[bctt tweet=““As a marketer, it’s important to be able to think outside the box so that you can create innovative campaigns that will engage your target audience.” — Katelyn Drake @KB_Drake“ username=“toprank“]

4 — Growth Mindset

On average, neurodivergent individuals are often very open to new learning and change. This means that they’re willing to try new things, experiment with different opportunities and continue to learn. Failure is also an opportunity for growth and improvement. Marketers can learn from the malleable minds that focus on effort and constant improvement to keep up with the ever-evolving landscape of marketing. By being open to change and continuing to seek knowledge and growth, you’ll be able to adapt your campaigns as needed and stay ahead of the curve.

While neurodivergency has traditionally been seen as a hindrance, we know it is a major asset in B2B sales and marketing.

As you seek out your next marketing mission, embrace your neurodiversity and be inspired by the superpowers that come with it!

The post Neurodivergency in B2B Marketing: Kryptonite or Superpower appeared first on B2B Marketing Blog – TopRank®.


How to use digital PR and cross-channel data to amplify organic growth

How to use PR and cross-channel data to amplify organic growth

30-second summary:

  • With the right strategy, digital PR can help drive both brand awareness and organic performance
  • During an economic downturn, brand visibility is essential to maintain brand advocacy in the long-term
  • Brands that will come out on top are those that take a cross-channel approach to drive more ROI, using data from other channels to inform their approach

Despite being tempted to pull back on spending during a recession, I believe that it is critical that brands stay visible to maintain brand advocacy — and Digital PR is a great, low-cost way to do so.

Future front-runner brands will be those that adopt a cross-channel approach to drive more ROI, utilizing data from other channels to inform their approach and ensure it resonates with target audiences.

With the current economic climate, brands and businesses are understandably scrutinizing every cent, and will likely make cuts to marketing budgets across the globe.

Businesses need to be realistic about their growth trajectory over the next few months and ensure every marketing dollar they invest is accounted for. While this may naturally lead to greater investment in performance channels, such as paid media, this will result in increased cost per click (CPCs). A way to still stay measurable but reduce costs is to get creative and focus energy on earning attention rather than continuing to pay for every click and impression.

As a result, I would argue that digital PR is one of the most important tools in your marketing toolkit, as, with the right strategy, it can drive both brand awareness and organic performance.

You’re missing a trick if you’re just using Digital PR to drive links

Digital PR is used to build high authority, and relevant links to key category pages to drive search performance through organic growth. A targeted strategy that aligns closely with SEO objectives will enable you to track ROI if you have the right measurement tools in place. This activity feeds into lower funnel marketing activity as it helps to harvest demand, as increased rankings capture better traffic and conversions.

However, if you’re only using it for this purpose, you’re missing out on a huge opportunity further up the marketing funnel.

Through securing brand-led, high-impact coverage on authoritative and influential publications, digital PR can also be used to drive search demand and upper-funnel brand awareness. This third-party validation is the perfect way to build salience, credibility, customer advocacy, and trust while simultaneously driving organic performance through high-quality links.

In order to achieve both brand and performance though, you need to be creating relevant and engaging content that your target audience wants to read and share. You shouldn’t be creating content ‘just for a link‘ but taking into consideration wider business goals – and making sure you’re actually targeting press that your audience is reading.

In summary, digital PR shouldn’t just be an ‘intent-led‚ marketing discipline to increase rankings. It’s a discipline that can both drive demand and awareness, whilst helping to capture intent-led traffic.

Why brand visibility is even more important during a recession

Recessions are difficult and uncertain times, which is why it’s even more important to continue to build visibility and salience – as with tighter budgets, consumers are likely to become more selective and want to buy from brands that they trust that stay relevant to them.

We have seen in previous economic uncertainty brands that maintain their brand awareness and relevance, retain more market share, and are able to bounce back quicker. Mark Ritson’s marketing recession playbook provides further information and sources on this subject.

In order to use digital PR to deliver true brand performance, you need to ensure you’re creating it based on as much cross-channel insight as possible.

Sharing cross-channel insight to deliver better ROI

While many marketers say they work ‘cross-channel,‘ the reality is that many teams are still working in silos – especially across brand and performance teams.

To drive the best results, it is essential to break down silos and take data insights from each channel to develop one overarching strategy.

For example, to drive organic growth, while it’s critical to start with key SEO insight, search volumes, brand traffic, non-brand traffic, relevance, and the number of backlinks, you should be considering other channels to maximize performance.

Another example would be that your PPC and paid search teams will have a lot of useful data that you can use to inform your organic strategy. Which are the keywords that are costing the most? You can tailor your efforts to improve organic rankings for these keywords, effectively allowing you to spend less on those terms.

Your programmatic team will also have access to display placement reports which will provide insight into the publications and websites your in-market audience is visiting. This should then inform your target outreach list. From a paid social perspective, this team will have lots of useful information on what content performs the best providing valuable insight for your PR brainstorms.

Amplifying your Digital PR coverage further

You shouldn’t just be working with other channel teams to define your strategy, you need to work with them throughout the whole process, to amplify results.

For instance, if you generate a truly fantastic piece of linking digital PR coverage, on a very credible publication. Whilst this will drive SEO performance and some brand awareness, in order to maximize the opportunity, and the valuable third-party validation, make it work even harder by amplifying through paid social.

Mini case study: Maryland cookies use PR to reach 5+ million people

Maryland came to us because they needed to align PR, programmatic, and paid social to drive mass awareness of their new Sugar-Free cookie and deliver an immediate surge in new customer sales. Through an integrated approach of PR, paid social, and programmatic, we reached 5.3 million people across all channels. View the case study here.

We have seen in past campaigns that by utilizing PR content as part of your social ads, not only can they actually perform better than the ad creative, but they can also help to prevent ad fatigue and provide you with additional assets (that you don’t need to pay anything extra for!).

Immediate steps to help your 2023 marketing plan

In order to be successful, it’s important to create a framework that helps to pull all channels together.

At Journey Further we use the ‘4Ds‘ – Discover, Define, Develop, and Deliver.


This phase involves asking all the channels to provide insight and data based on their recent campaigns and learnings to date. It is recommended to assign a client lead who can be tasked with pulling together a list of questions and a briefing document to ensure the discovery phase is as useful as possible. This will help identify where the biggest opportunities are across channels.


Agree on the best objective and goals based on the insight provided by all channels. Create an overarching strategy that will deliver against them and drive maximum ROI.


Set a clear roadmap, with roles and responsibilities outlined across each channel. Whilst in the case of an organic growth strategy, SEO and PR will take the leading role, it’s important other channels are clear on the ways they can amplify the activity at each stage, and what learnings they can also gather from the activity to improve their own results in-channel.


Marketing activity is activated. If this is a digital PR campaign then influencer marketing and paid social tactics may be used for example, alongside outreach, to bolster the campaign and drive more buzz and engagement.

Reporting on the right metrics

Another benefit of working cross-channel is that you will be able to report on many more metrics, giving a more holistic and accurate view of ROI.

Creating a live, 24/7 reporting dashboard utilizing tools such as Data Studio will allow you and your team members to check in and monitor progress at all times. This will provide you with a continuous cycle of insight to allow you to continuously improve your marketing efforts and deliver one overarching strategy that enables you to remain visible while also driving performance.

Beth Nunnington is the VP of Digital PR and Content Marketing at Journey Further, leading Digital PR strategy for the world’s leading brands. Her work has been featured in The Drum, PR Moment, and Prolific North. Find Beth on Twitter @BethNunnington.

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The post How to use digital PR and cross-channel data to amplify organic growth appeared first on Search Engine Watch.


B2B Marketing News: B2B Content Promotion, Social Trends Report, LinkedIn’s New Guide, Gender Bias Study, & AI Changes Creative Work

2022 November 18 MarketingCharts Chart

2022 November 18 MarketingCharts ChartOne Way to Set B2B Content Apart from the Rest? Actively Promote It
Creating higher quality B2B content was seen as the top way to differentiate it, with coverage of unique topics that competitors aren’t covering coming in second, followed by conducting active promotion that extends beyond publishing and distribution — three of numerous findings contained in recently-released B2B content marketing report data. MarketingCharts

Social Media Trends 2023 [Hootsuite Report]
42 percent of organizations with more than 1,000 employees work with influencers and creators, while only 28 percent of smaller businesses with under 100 workers do, according to Hootsuite’s newly-released annual social trends report. 77 percent of marketers have said that they are either confident or extremely confident in the return on investment they get from social media when it comes to audience engagement, the report has also shown. Hootsuite

LinkedIn Publishes New Overview of its Range of Ad Tools and Options
Microsoft-owned LinkedIn has launched a new downloadable seven-page guide that explores the professional social media platform’s Document Ads and the specifics of all other ad formats presently on tap for marketers, including video format dimensions and information detailing where each ad type excels, LinkedIn (client) recently announced. Social Media Today

Google Ads Editor v2.2 Adds Asset Library Access, Easier Ad Scheduling, Improved Notifications & More
Google has rolled out an array of new Google Ads Editor features, including new lead form ads, updated target frequency video campaign options, addition global campaign features, along with optional optimized targeting, the search giant recently announced. SEO Roundtable

Report Finds Continuing Gender Bias In Marketing, Media About Women’s Health
45 percent of all Black, Indigenous and women of color have said that they would like to see greater representation of ethnicity and race in health communication and marketing, while fewer than 50 percent of women have said that mental health is well represented in marketing, advertising, and the media — two of several statistics of interest to B2B marketers contained in newly-released marketing gender bias survey data. MediaPost

Instagram Provides the Capacity to Add Music to Still Image Posts
As with its Reels and Stories post types, Meta-owned Instagram has rolled out a feature allowing music to accompany still image posts, adding new musical element options of interest to digital marketers looking to create content that stands out. Social Media Today

2022 November 18 Statistics ImageHow Generative AI Is Changing Creative Work
Generative artificial intelligence (AI) is increasingly having an impact on the marketing content creation business, and The Harvard Business Review has taken a look at how creators are facing the shifting landscape caused by various AI-augmented technologies. Harvard Business Review

[bctt tweet=““Analytics and AI are perhaps the most disruptive technologies and management approaches available today. They aren’t going away, and can confer significant competitive advantage to companies that exploit them successfully.” — @tdav“ username=“toprank“]

Which Types of Media Ads to People Enjoy – and Hate?
Marketing that occurs on video streaming channels, websites, and social media were the three most-loved advertising platform choices, while audio streaming media ads were the seen in the least-favorable light, according to recently-released survey data of interest to B2B marketers. MarketingCharts

Google Ads Cost Per Lead Rose For 91% Of Industries Analyzed
When it comes to what brands pay using Google Ads and the cost-per-lead (CPL) they achieve, 91 percent of 23 industries have reported increased CPL — rising 19 percent during 2022, according to newly-published industry benchmark report data examining Google Ads. MediaPost

More B2B Marketers Are Achieving Their Demand Gen Goals via Content
83 percent of B2B content marketers have achieved brand awareness goals in 2022 using content marketing — up three percent from 2021 — while 77 percent have been successful building trust and growing credibility using B2B content marketing, according to recently-released B2B demand generation survey data. MarketingCharts


2022 November 18 Marketoonist Comic Image

A lighthearted look at “By Bots, For Bots” by Marketoonist Tom Fishburne — Marketoonist

Man Who Lost Everything In Crypto Just Wishes Several Thousand More People Had Warned Him — The Onion


  • Ramon Ray / TopRank Marketing — Ramon Ray on Personal Brand Building & My Thoughts — Episode 1 — myEmpirePRO
  • Lee Odden — The Impact of Building Long-Term Relationships with Influencers with Lee Odden — Justin Levy
  • Lee Odden / TopRank Marketing — Influencer Marketing – first, catch your influencer… — diginomica

Have you found an important B2B marketing news item for the week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for joining us, and we hope you’ll return again next Friday for another selection of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Content Promotion, Social Trends Report, LinkedIn’s New Guide, Gender Bias Study, & AI Changes Creative Work appeared first on B2B Marketing Blog – TopRank®.



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