Archiv für den Autor: Andreas

Nomos Slab

What is a brutalist typeface? The exact definition is anyone’s guess. Regardless, the Nomos superfamily is our take on the genre. Like the eponymous architectural style, Nomos is raw, direct, and honest. Its unrefined aesthetics reveal an orderly construction that is as firmly rooted in classic modernism as in the internet age—with simple, functional letterforms […]


HHLA – Nicht mit uns

Awareness-Kampagne im Hamburger Hafen Die organisierte Drogenkriminalität ist ein großes Problem für alle Häfen dieser Welt – so auch in Hamburg. Damit die Drogen über einen Hafen geschmuggelt werden können, sind die Drogenhändler überall auf die Mithilfe von Hafenpersonal angewiesen. Die Hamburger Hafen und Logistik AG (HHLA) nimmt die Gefahr durch organisierte Drogenkriminalität sehr ernst […]


Feeling B2B Video Interviews: 5 Top B2B Marketing Insights From #MPB2B Speakers

What do five of today’s leading B2B marketers love about marketing and this year’s big MarketingProfs B2B Forum 2023 event taking place October 4 – 6 in Boston and online?

Our founder Lee Odden took the opportunity to ask these questions and many others to five exceptional B2B marketers who will be speaking during #MPB2B next week, which we’ve gathered together here in our “Feeling B2B” video interview series.

Join Lee as he explores it all with guests Joe Pulizzi, founder of Content Marketing Institute and The Tilt, Pam Didner, vice president at Relentless Pursuit, Ahava Leibtag, president at Aha Media Group, Wil Reynolds, vice president of innovation at Seer Interactive, and the one and only Ann Handley, chief content officer at MarketingProfs.

“Feeling B2B” is created by TopRank Marketing in partnership with MarketingProfs B2B Forum, which is slated to feature these five along with more than 150 of the brightest minds in the B2B marketing industry.

Now let’s watch, learn, and get ready for #MPB2B — and be sure to also catch Lee’s own session on Thursday, October 5th at 4:05 p.m. Eastern, presenting “How to Elevate B2B Marketing Results with the Influence Trifecta.”

1 — Joe Pulizzi

In the first of our Feeling B2B interviews, Joe explores what he loves the most about B2B marketing, the connections between live events and content, the top B2B marketing lessons he’s learned during his career, and offers up a preview of his #MPB2B presentation on unconventional approaches to content marketing.

“If we did marketing correctly, if we published the right content to the right person and focused on their needs and pain points, we could truly make a difference in their lives.” — Joe Pulizzi @JoePulizzi
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Catch Joe’s session at #MPB2B on October 5 at 2:50 p.m. Eastern, exploring “5 Unconventional Content Marketing Approaches.”

Check out the full interview transcription and more in our “B2B Marketing Expert Interview Series: Feeling B2B with Joe Pulizzi #MPB2B” article.

2 — Pam Didner

Watch Pam as she shares with Lee her insight on the importance of emotions and finding joy in B2B marketing, her longtime involvement with #MPB2B, the power of unity in the B2B marketing community, and what she loves about B2B marketing.

“Can you find joy in B2B marketing and find joy in what you do? I think that’s a very important emotion and experience when you do your job.” — Pam Didner @PamDidner
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Catch Pam’s two sessions at #MPB2B, on October 4 at 9:00 a.m. Eastern, exploring “How to Build a Successful GTM Marketing Plan,” and on October 5 at 4:05 p.m. when she’ll show “How to Demonstrate Marketing ROI.”

Check out the full interview transcription and more in our “B2B Marketing Expert Interview Series: Feeling B2B with Pam Didner #MPB2B” article.

3 — Ahava Leibtag

In the third episode of our Feeling B2B video interview series Ahava looks at finding joy in B2B marketing, the nuances that separate B2C from B2B content experiences, the power of using plain language, what she’s looking forward to the most at this year’s #MPB2B event, and much more.

“To me, B2B is a little more layered — it’s a little more nuanced. Also quite frankly, sometimes from a content perspective I find it more challenging.” — Ahava Leibtag @ahaval
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Catch Ahava’s two sessions at #MPB2B, on October 5 at 7:30 a.m. Eastern, exploring “Using Pop Culture in B2B: Expert-Led Roundtables,” and later that day at 10:45 a.m. when she’ll present “Plain Language Is Preferred… Even by PhDs.”

Check out the full interview transcription and more in our “B2B Marketing Expert Interview Series: Feeling B2B with Ahava Leibtag #MPB2B” article.

4 — Wil Reynolds

Watch Wil as he shares his insight on the importance of nurturing, perseverance, and embracing complexity, the parallels between running and marketing, what he loves about B2B marketing, and plenty more.

“What I love about B2B is it makes you have to stretch more as a marketer, to say, ‚How might I be able to answer your questions?‘.” — Wil Reynolds @WilReynolds
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Catch Wil’s session at #MPB2B on October 6 at 8:30 a.m. Eastern, exploring “Houston, We Have a Landing Page Problem—and ChatGPT Might be the Solution.”

Check out the full interview transcription and more in our “B2B Marketing Expert Interview Series: Feeling B2B with Wil Reynolds #MPB2B” article.

5 — Ann Handley

The finale of “Feeling B2B” comes from Ann, who shares her delightful takes on this year’s big #MPB2B event, the integration of generative AI in content creation and her journey through building a relationship with this new tool, what she loves about B2B marketing, and much more.

“I think the evolution of B2B marketing — the way that it constantly challenges us as B2B marketers — is one of the things that truly keeps me engaged and energized.” — Ann Handley @MarketingProfs
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Ann will kick off #MPB2B in style with her not-to-be-missed “Opening Remarks with Ann Handley” on October 5 at 8:30 a.m.

Check out the full interview transcription and more in our “B2B Marketing Expert Interview Series: Feeling B2B with Ann Handley #MPB2B” article.

Get Ready To Start Feeling B2B At #MPB2B

We hope you’ve found plenty of helpful take-aways from our “Feeling B2B” video interview series, and thank Joe, Pam, Ahava, Wil, and Ann for taking the time to share so many insights with us.

To help you get even more out of next week’s stellar #MPB2B event, be sure to also check out Lee’s “Feeling B2B in 2023 – Top 10 Reasons to Attend MarketingProfs B2B Forum,” and we look forward to seeing you at the event.

The post Feeling B2B Video Interviews: 5 Top B2B Marketing Insights From #MPB2B Speakers appeared first on B2B Marketing Blog – TopRank®.


Content Marketing World 2023: Make Sure You Catch These 10 Sessions #CMWorld

Andrew Davis

Later this month, marketers from all around the country and globe will converge in Washington D.C. for the 13th annual Content Marketing World.

Thirteen years! Just think about how much has changed in that time – not just in marketing, but in the world at large.

Keeping pace and making sense of all this change is a great reason for professionals to come together each autumn for CMWorld, absorbing the wisdom of expert speakers and connecting personally with fellow practitioners.

A look at the agenda for Content Marketing World 2023 illustrates a clear focus on timely topics and key challenges of the moment. Speakers will dive into top-of-mind items like the role of generative AI, the importance of humanizing content, and the nuances of marketing in tough economic conditions.

Read on for a rundown of 10 sessions taking place at CMWorld that are well worth checking out. (In addition, of course, to Lee Odden’s can’t-miss session at 1:45PM on Wednesday the 27th, where he’ll unpack the fundamentals of marketing with search intent.)

Don’t Miss These Speakers and Sessions at CMWorld 2023

Wednesday Morning Keynote with Beverly Jackson

Who: Beverly Jackson (Vice President of Brand and Product Marketing, Zillow)

When: Wednesday, September 27 | 9:05 am – 9:30 am

Where: CMWorld Keynote Stage

Why: Beverly is a reputed veteran marketing executive with a diverse track record that includes leadership roles at Yahoo!, MGM Resorts, Twitter, and now Zillow. Her perspectives are invaluable.

Prompts Unplugged: A Live Town Hall Experience with AAI*

Who: Ann Handley (Chief Content Officer, MarketingProfs) and Andrew Davis (Keynote Speaker &, Author)

When: Wednesday, September 27 | 9:30 am – 10:00 am

Where: CMWorld Keynote Stage

Why: If you’ve ever seen Ann or Andrew on stage before, the answer should be obvious. They are both smart and beyond witty. Seeing the two of them combine forces with a theme that promises to offer a hilarious spin on AI prompting sounds like a pure delight. Andrew’s later session on Artificial Influence will also be worth going out of your way for.


Everyone Thinks They Can Write: 5 Steps for Adding Mystery and Discipline to What You Do So Your Stakeholders Will Leave You Alone to Be a Content Professional

Who: Emily Baker (AVP B2B Content Marketing, General Motors Financial), Brian Hale (Senior Comms Manager, General Motors Financial)

When: Wednesday, September 27 | 11:20 am – 12:00 pm

Where: Room 144

Why: One of the great things about going to CMWorld is being around so many like-minded professionals – people who work in similar roles and experience the same challenges, triumphs … and annoyances. This session theme perfectly captures that element of relatability and resonance; the contents will surely do the same.

7 Lessons from 7 Years (and Many Sleepless Nights) Building a Global Content Strategy

Who: Chloe Thompson (Head of Global Content Strategy & Thought Leadership, Reward Gateway)

When: Wednesday, September 27 | 1:45 pm – 2:25 pm

Where: Room 143

Why: I’m particularly interested in hearing people’s experiences leading and scaling content strategy at a global level. Chloe has done so with excellent results at Reward Gateway, and will share helpful tips around mapping to business value, testing and learning, and adopting a customer-centric lens.

How A Thought Leadership Research Content Program is Helping Autodesk Create a New Category

Who: Stephanie Losee (Director, Executive & ABM Content, Autodesk), Dusty DiMercurio (Senior Director, Industry & Portfolio Marketing, Autodesk)

When: Wednesday, September 27 | 2:35 pm – 3:15 pm

Where: Room 146A

Why: The impact of thought leadership in B2B marketing is well established and undeniable. Same with original and insightful research. As such, it’ll be fascinating to hear Stephanie and Dusty walk the crowd through their strategy at Autodesk that involved transitioning from outsourced research reports to launching an in-house original research publishing function.

The Future of Brand: What’s Next and What It Means for Content Marketing

Who: Dr. Marcus Collins (Clinical Assistant Marketing Professor, Ross School of Business, University of Michigan)

When: Thursday, September 28 | 9:25 am – 10:05 am

Where: Room 147B

Why: Author of the renowned new book For the Culture, Dr. Collins is a foremost authority on branding, and specifically the dynamic influences of culture on marketing. You can watch the interview with ABC News below to catch a glimpse of his eloquence and expertise.

The New AR That Every Business Needs: Authentic Reality

Who: Jenn VandeZande (Head of Digital Engagement, SAP CX), Amber Naslund (Enterprise Sales Leader, Marketing Solutions, LinkedIn)

When: Thursday, September 28 | 10:15 am – 10:55 am

Where: Room 152B

Why: Leaders from powerhouse brands speaking on the growing importance of authentic human storytelling, as emerging technologies disrupt content marketing to the core. This is a vital topic in the industry.

How Uber for Business Leverages Content to Accelerate Pipeline

Who: David Fortino (Chief Strategy Officer, NetLine), Arianna Etemadieh (Demand Generation Marketing Lead, US & Canada, Uber for Business)

When: Wednesday, September 27 | 1:05 pm – 1:35 pm

Where: Room 146B

Why: It’s more important than ever for B2B marketers to successfully engage in-market prospects using their content, and Uber for Business’s Arianna Etemadieh and NetLine’s David Fortino will shine a light on getting strategic and translating your content into B2B outcomes.

Headliner Keynote with Elizabeth Banks

Who: Elizabeth Banks (Director)

When: Thursday, September 28 | 12:45pm – 1:45pm

Where: CMWorld Keynote Stage

Why: If you’re looking to bring unconventional creativity and storytelling to your B2B strategy, you can’t miss the headline keynote speaker at this year’s CMWorld. Elizabeth has been involved with some amazingly imaginative Hollywood productions and most recently directed the theatrical absurdity that was Cocaine Bear.

So … What’s Your Impact Story? Telling Human-centric Brand Stories that Move the Needle

Who: Megan Gilbert (Vice President, FORTUNE Brand Studio, Fortune Media), Lauren Chomiuk (Director of Program Management, FORTUNE Brand Studio, Fortune Media)

When: Thursday, September 28 | 1:55 pm – 2:35 pm

Where: Room 152B

Why: Building on the distinct trend of authentic and emotional storytelling, Megan and Lauren will share inside stories of how their award-winning team at FBS helped showcase human impact through visionary and ambitious campaigns.

The Missing Piece of Your Content Strategy (Spoiler: It’s Empathy)

Who: Carmen Collins (Head of Social Marketing, Intuit QuickBooks)

When: Thursday, September 28 | 2:45 pm – 3:25 pm

Where: Room 146B

Why: “Empathy is like confetti, we throw the word around without understanding what it really is.” Carmen promises to get specific in this exploration of the single most powerful tool for B2B content marketing strategies.

Also check out our new list of “Top 50 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2023.”

We’ll see you at Content Marketing World 2023!

The post Content Marketing World 2023: Make Sure You Catch These 10 Sessions #CMWorld appeared first on B2B Marketing Blog – TopRank®.


The Magical Black Box

Google’s mission statement is „organize the world’s information and make it universally accessible and useful.“

That mission is so profound & so important the associated court documents in their antitrust cases must be withheld from public consumption.

Hey. The full exhibit list just posted in DC federal court for USA vs Google. J/k, they literally posted the numbers of all of the admitted exhibits which would be unsealed in a sane world where public interest is respected even more so because the defendant is insanely powerful.— Jason Kint (@jason_kint) September 23, 2023

Before document sharing was disallowed, some of them were shared publicly.

Internal emails stated:

  • Hal Varian was off in his public interviews where he suggested it was the algorithms rather than the amount of data which is prime driver of relevancy.
  • Apple would not get any revshare if there was a user choice screen & must set Google as the default search engine to qualify for any revshare.
  • Google has a policy of being vague about using clickstream data to influence ranking, though they have heavily relied upon clickstream data to influence ranking. Advances in machine learning have made it easier to score content to where the clickstream data had become less important.
  • When Apple Maps launched & Google Maps lost the default position on iOS Google Maps lost 60% of their iOS distribution, and that was with how poorly the Apple Maps roll out went.
  • Google sometimes subverted their typical auction dynamics and would flip the order of the top 2 ads to boost ad revenues.
  • Google had a policy of „shaking the cushions“ to hit the quarterly numbers by changing advertiser ad prices without informing advertisers that they’d be competing in a rigged auction with artificially manipulated shill bids from the auctioneer competing against them.

When Google talked about hitting the quarterly numbers with shaking the cusions the 5% number which was shared skewed a bit low:

For a brand campaign focused on a niche product, she said the average CPC at $11.74 surged to $25.85 over the last six months, amounting to a 108% increase. However, there wasn’t an incremental return on sales.

“The level to which [price manipulations] happens is what we don’t know,” said Yang. “It’s shady business practices because there’s no regulation. They regulate themselves.”

The amount Google is paying Apple to be the default search provider is staggering.

What is $18 billion / year buying ? The DoJ has narrowed in an agreement not to compete between Apple and Google: „Sanford Bernstein estimates Google will pay Apple between $18 billion and $19 billion this year for default search status“— Tim Wu (@superwuster) September 22, 2023

Tens of billions of dollars is a huge payday. No way Google would hyper-optimize other aspects of their business (locating data centers near dams, prohibiting use of credit card payments for large advertisers, cutting away ad agency management fees, buying Android, launching Chrome, using broken HTML on YouTube to make it render slowly on Firefox & Microsoft Edge to push Chrome distribution, all the dirty stuff Google did to violate user privacy with overriding Safari cookies, buying DoubleClick, stealing the ad spend from banned publishers rather than rebating it to advertisers, creating a proprietary version of HTML & force ranking it above other results to stop header bidding, & then routing around their internal firewall on display ads to give their house ads the advantage in their ad auctions, etc etc etc) and then just throw over a billion dollars a month needlessly at a syndication partner.

For perspective on the scale of those payments consider that it wasn’t that long ago Yahoo! was considered a big player in search and Apollo bought Yahoo! plus AOL from Verizon for about $5 billion.

This is right — Google was once an extraordinary product, but over time became stagnant & too grabby of random revenue as it ate its ecosystem. Makes it the right time to force Google to try and compete without reaching for its bribery checkbook— Tim Wu (@superwuster) September 22, 2023

If Google loses this lawsuit and the payments to Apple are declared illegal, that would be a huge revenue (and profit) hit for Apple. Apple would be forced to roll out their own search engine. This would cut away at least 30% of the search market from Google & it would give publishers another distribution channel. Most likely Apple Search would launch with a lower ad density than Google has for short term PR purposes & publishers would have a year or two of enhanced distribution before Apple’s ad load matched Google’s ad load.

It is hard to overstate how strong Apple’s brand is. For many people the cell phone is like a family member. I recently went to upgrade my phone and Apple’s local store closed early in the evening at 8pm. The next day when they opened at 10 there was a line to wait in to enter the store, like someone was trying to get concert tickets. Each privacy snafu from Google helps strengthen Apple’s relative brand position.

While Google’s marketshare is rock solid, the number of search engines available has increased significantly over the past few years. Not only is there Bing and DuckDuckGo but the tail is longer than it was a few years back. In addition to regional players like Baidu and Yandex there’s now Brave Search, Mojeek, Qwant, Yep, and You. GigaBlast and Neeva went away, but anything that prohibits selling defaults to a company with over 90% marketshare will likely lead to dozens more players joining the search game.

Search traffic will remain lucrative for whoever can capture it, as no matter how much Google tries to obfuscate marketing data the search query reflects the intent of the end user.

Wow. Google. Years behind other browsers (aka monopoly power), Google is attempting to deprecate tracking system A (aka third party cookies) and replace it with another tracking system B (aka Topics) that treats sites as G data mules.

This is deceptive as hell comparing B to A.— Jason Kint (@jason_kint) September 22, 2023