It’s time to give Pinterest a second look. Over 450 million active users is no small number. Plus, it’s not just for women anymore. Male users increased 40% year-over-year. These are just a few statistics to get you to start considering this channel for your social media content calendar.

Let’s take a look at the advantages and changes that are making pinning a thing that social media savvy organizations should be doing regularly.

I was a session panelist for the Agorapulse Agency Summit: Pinterest Edition, where I had the pleasure of learning from a who’s who of marketing pros. This gave me a great opportunity to reimagine how marketers can re-position Pinterest for optimal promotional success.

Why Pinterest?

When you pin, it’s a best practice to include a link back to the source. Pinterest does not penalize you for going off channel, as is the case with all of the other social media channels, so you are encouraging the audience to go to your website. Pinterest is the easiest platform for showing up as a referrer to websites, and Pinterest conversion rates are typically much higher than other sites.

Many consider it to be a search engine instead of a social media channel. The search aspect is the most important for most users, which is why the social platform’s about section calls it is a visual discovery engine.

Doing research on your target audience? Consider starting with Pinterest to find keywords. Then, compare it to what you find in SEO tools, and include both in your next content piece.

“Doing research on your target audience? Consider starting with Pinterest to find keywords. Then, compare it to what you find in SEO tools, and include both in your next content piece.” — Debbie Friez @dfriez
Click To Tweet

Pins Have a Long Lifespan

When reviewing and comparing to other social platforms, Instagram and LinkedIn posts typically may have a maximum life of 48 hours. X/Twitter is only 15-20 minutes, and Facebook is 5-6 hours. Pinterest posts however typically have a lifespan of 6 months!

Have some older, but still relevant pins? Go update them with new visuals and post text content. Tip: previously it was a best practice to add hashtags on Pinterest, however doing so is no longer needed.

Helping to extend the life of a pin, Pinterest users save pins. So while they may not convert immediately, if your content is interesting, users will often save it and come back to your pin.

“Helping to extend the life of a pin, Pinterest users save pins. So while they may not convert immediately, if your content is interesting, users will often save it and come back to your pin.” — Debbie Friez @dfriez
Click To Tweet

Search Engine Optimization via Pinterest

Have you ever done a search and had Pinterest pins come up at the top of your results? This is because Google’s search algorithms often like good pins. Many searchers do not even realize that they are pulling up Pinterest pins, so they automatically go to the accompanying link and convert. Anne Popolizio, CEO at Social Squib, calls this “back door Pinterest.”

Robin Dimond, CEO and founder at Fifth & Cor, touts great Pinterest successes from the male demographic, including with an automotive client. She says they pick up the pin faster and often think of it as another search engine.

I have personally seen success pinning blog posts with particularly great creative to Pinterest. Try it out yourself and then check the referral traffic in your particular analytics tool.

Tips to help with SEO using Pinterest:

Paid Ads on Pinterest

The death of the cookie is coming. It’s been forecast for years, but most marketers anticipate 2024 to be the year it crumbles. Larry Kim, CEO at Customers.AI suggests you use Pinterest’s traffic or link ad campaigns to get people onto your website so you can retarget them, so the conversion is on the back, allowing expanded remarketing opportunities.

As with pins, paid ads need time to see their full potential. Pinterest strategist Laura Rike Sura says it takes 30-40 days to see an ad’s potential. Plus, for any project, you should map out six months so you can test a variety of different campaign types.

As with any platform, increasing visibility comes with paid ads.

Trendspotting

What will we be searching for in 2024? You can do some trendspotting utilizing Pinterest Predicts. Personally, I would skip the 1970’s wedding and fuzzy peach as the color of the year, but I am all in on the tropical decor and silver metallics.

As a Pinterest advertiser, you can sponsor trend packages on specific boards. Your team can also jump on a potential trend and look to rank.

Taking these predictions off the Internet and into our world, the brand opened a Pinterest Predicts pop-up shop in New York City partnering with Levi Strauss & Co. and Mac Cosmetics. This leads us to another trend — partnering and influencer collaborations. Nike and Tiffany dropped a collaboration sneaker board this past year that went viral on the platform. The Tiffany blue box alone has given their audience a lot of FOMO.

Missed the Agorapulse Agency Summit: Pinterest Edition? You can still go watch the replay and learn from a fine lineup of top marketers.

In the words of Neal Schaffer, digital and social media marketing consultant, it’s time to re-imagine Pinterest. Are you ready?

The post Rethinking Marketing Search and Promotion with Pinterest appeared first on TopRank® Marketing.

The Top Priority of B2B Go-to-Market Leaders in 2024
52 percent of go-to-market leaders have said that better alignment between marketing, sales, and customer success was their top priority for 2024, with 43 percent prioritizing customer experiences and engagement, while 39 percent pointed to boosting brand awareness and the same number noting the quest for increased internal process efficiency — some of the findings contained in recently-released survey results. MarketingProfs

New Study Reveals Clear Writing Tips for B2B Marketers [Report]
When is comes to B2B writing, 73 percent of B2B health care professionals said that they were more likely to consider a purchase when supporting content was in more of a plain language format, while just 44 percent said they would do so based on more complex traditional B2B content writing, according to newly-released B2B writing survey data. Content Marketing Institute

“B2B readers want marketing materials that are easy to understand & accessible, simple & straightforward, easy to scan, & conversational & relatable.” — Ahava Leibtag @ahaval
Click To Tweet

Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report
New takes on vintage styles and an increasing focus on wonder and joy were among the forthcoming 2024 shifts included in Adobe’s latest annual visual trends guide, joining an increased emphasis on the seamless and dynamic merging of multiple content types, Adobe recently announced. Social Media Today

ChatGPT Ranked Fastest-Growing Brand In 2023: Report
Between January and October 2023 the AI technology organization ChatGPT was the fastest-growing among some 1,500 brands, as the AI tool maker has neared the $90 billion valuation mark, with traffic that has increased by 170 percent since February 2023, according to newly-published brand survey data. MediaPost

Advertisers will ramp up spend on creators in 2024, IAB forecasts
44 percent of advertisers have said that they plan to ramp up investment in content creators during 2024, with the average budget allocation forecast to rise by 25 percent, while 39 percent of consumers have said they were consuming more creator content during 2023 than in 2022 — two of numerous findings of interest to B2B marketers contained in recently-released report intelligence. Marketing Dive

Instagram Adds Options to Simplify Live-Streaming via Third Party Tools
Meta’s Instagram has launched an array of new features centered around video live-streaming, streamlining the process of using third-part tools such as the popular open-source open broadcaster software (OBS) and Streamlabs, the social media platform recently announced. Social Media Today

ANA Marketing Word Of The Year: AI
Members of the Association of National Advertisers (ANA) organization selected AI as the marketing word of the year, repeating a selection previously made in 2017, following on the heels of 2022’s word of the year “inclusion,” and 2021’s “diversity,” the ANA recently announced. MediaPost

Threads Rolls Out Topic Tags to All Users Globally
Meta’s Threads social media platform has continued its push to fill a void created by users leaving the X platform formerly known as Twitter, with the recent rollout of the ability to include one topic tag per post — a move that has allowed smoother content discovery on the platform, Instagram announced recently. Social Media Today

Brandwatch 2024 Digital Marketing Trends [Report]
Social media management and research firm Brandwatch has published its 2024 collection of digital marketing trends, with top areas of focus expected for the coming year including AI, authenticity, personalization, and social listening, among others, Brandwatch recently announced. Brandwatch

ON THE LIGHTER SIDE:

A lighthearted look at “Permission Marketing” by Marketoonist Tom Fishburne — Marketoonist

A mad genius recreated Tetris in Excel, and it looks surprisingly playable — XDA

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Donna Robinson / TopRank Marketing — Social Media Trends & Tips: Dec. 4-8 — Arik Hanson
• Donna Robinson / TopRank Marketing — Using LinkedIn to Elevate B2B Influencer Marketing — LinkedIn (client)
• Lee Odden / TopRank Marketing — Harnessing the Power of Connection: Lee Odden Top Rank Marketing [Podcast] — Tonka Talk
• Lee Odden — 15 Top SEO Quotes for Motivation to Boost Your Search Rankings in 2024 — BloggersPassion
• TopRank Marketing — 30+ Artificial Intelligence Tools to Achieve Huge Growth in 2024 — Red Website Design

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Tamara McCleary @TamaraMcCleary
Mike Allton @mike_allton
Shruti Deshpande @shruti12d
Debbie Friez @dfriez
Tom Pick @TomPick

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Do you have an important B2B marketing news item that we haven’t covered? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope you’ll come back 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/X for even more timely daily news.

The post Elevate B2B Marketing News Weekly Roundup: New B2B GTM Data, Adobe’s Annual Visual Trends, & Rising Creator Spending appeared first on TopRank® Marketing.

Hot on the heels of the publication of our comprehensive 2023 B2B Influencer Marketing Report, plenty of questions that go beyond the scope of what can fit even into a robust 39-page report remain, especially when B2B influencer marketing has seen continuing record growth, such as:

We’re always happy to answer any and all questions about influencer marketing here at TopRank Marketing, and we’re also thrilled to be able to help highlight some of those in the larger B2B influencer marketing community who have unique insight, experience, and perspectives to share.

For over 22 years, we’ve had the honor of helping a diverse array of the world’s top B2B marketers and major global brands elevate beyond merely being competitive, to truly standing out from the crowd with creative and award-winning successes.

When it comes to the growing power of influence the B2B marketing world is expected to see in 2024 and well into the future, there’s much to learn, and luckily we’ve had the honor of featuring many key B2B marketing innovators in our newest B2B influencer marketing report.

Let’s jump right in and take a look at 25 top B2B influencer marketing professionals to follow and learn from in the year ahead.

Focus on Talent: 25 B2B Influencer Marketing Experts To Follow In 2024

Victoria Tokarz
Head of Influencer Marketing,
Scribe

Anton Shulke
Head of Influencer Marketing,
Duda
@anton_shulke

Tequia Burt
Editor in Chief, LinkedIn Collective
& LinkedIn Ads Blog, Senior Content
Marketing Manager,
LinkedIn
@TequiaBurt

Meg Crawford
Senior Digital Media & Influencer
Marketing Manager,
Splunk
@Postgrad

Jon Leiberman
Vice President of Corporate Communications,
Infor
@reporterjon

Lina Forrestal
Program Manager, Influencer Marketing
and Social Media Content Strategy,
Cisco
@linaforrestal

Renee Roth
Head of Influencer Marketing
Dropbox

Drew Tambling
Senior Director, Analyst & Influencer Relations
Sprinklr
@Drew_Tambling

Lucinda R. Henry
Brand Content & Global Influencer
Program Strategist,
Hewlett Packard Enterprise
@lucindarhenry1

Patrick Jones
Social Business Team,
Influencer Relations,
Dell Technologies
@WhoPJones

Srijana Angdembey
Director, Digital Marketing,
Ellucian
@srijanaa

Nic Michael
Manager, Influencer Partnerships
and Social Media,
Alteryx

Gale Daikoku
Director, Global Influencer Marketing Lead,
SAP
@galedb

Karin Apjarova
GLobal Marketing Director –
Communication Industry
Oracle
@karinapjar

Pamela Stephens
Digital Media Manager | Media
Partnerships & Influencer Marketing,
3M
@PBJstories

Angela Lipscomb
Influencer Relations Manager
SAS

Ryan Lytle
Director, Social Media,
Adobe
@rlytle

Joe Pulizzi
Founder
The Tilt
@JoePulizzi

Carla Meyer
Director of Social Media,
Content and Influencer Marketing,
Gen

Leah Marshall
Senior Director, Influencer Marketing,
Association of National Advertisers
@LeapCast

Neal Schaffer
Digital & Social Media
Marketing Consultant
@NealSchaffer

Lee Odden
Founder & Board Advisor
TopRank Marketing
@LeeOdden

Pam Moore
CEO and Founder,
Marketing Nutz
@PamMktgNut

Jay Baer
Founder,
Convince & Convert
@JayBaer

Debbie Friez
Associate Director, Influence & Social Media
TopRank Marketing
@dfriez

Thanks To Each B2B Influencer Marketing Innovator

We extend many thanks to each of the inspiring 25 B2B influencer marketing subject matter experts we’ve shared both in our latest report and here, and encourage you to follow and learn from each. While no such list can ever be completely thorough, we hope that these leading experts on the power of influencer will help to elevate your own B2B marketing efforts.

Be sure to also check out the additional lists of leading B2B marketers we’ve recently published, including:

• Integral AI: 10+ Expert Insights On GenAI’s Ascent in B2B Influencer Marketing in 2024
• 12+ Top 2024 B2B Influencer Marketing Predictions From Industry Experts
• Top 25 B2B Marketing Influencers and Experts To Follow #MPB2B 2023
• Top 50 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2023
• 12 Women in B2B Marketing Worth Celebrating This (and every) Month

Since we first began providing professional influencer marketing services to B2B companies all the way back in 2012,  the number of influencer marketing roles at B2B brands has steadily increased yearly — a trend that is expected to continue into 2024.

The post Focus on Talent: 25 B2B Influencer Marketing Experts To Follow In 2024 appeared first on TopRank® Marketing.

In this season of thanks, we pause and reflect,
On journeys in marketing, with due respect.
From boardrooms to webinars, strategies unfurl,
In the bustling world of B2B’s swirl.

With gratitude, we think of clients so dear,
Whose visions and goals, we’ve helped steer.
Together we’ve charted digital seas,
Elevating brands with graceful ease.

In campaigns and content, our stories entwine,
Crafting narratives that truly shine.
Metrics and KPIs, in harmony blend,
Celebrating successes, from start to end.

So here’s to the journey, the ups and the downs,
To all the hard work that rarely frowns.
Thank you, dear clients, for trust and more,
In this marketing voyage, we truly adore.

As Thanksgiving beckons with its festive flare,
We’re thankful for partners, beyond compare.
In the spirit of giving, let’s raise a toast,
To B2B marketing, what we love most!

All rhyming aside, TopRank Marketing has a long history of sharing an attitude of gratitude this time of year. Here are a few words from our team members on what they are most thankful for:

“There is nothing more magical than having a deep friendship in your 40s with the same people you built blanket forts with when you were eight. I am so deeply thankful for my big brother and big sister! From trying to send messages to the Alien Dogs on Sirius to reaching out to one another from across the world, we’ve always challenged each other’s imaginations for what’s possible and centered one another in times of need. Love you, and thank you!”
— Theresa Dorsey Meis, Content Strategist

“2023 has been chock full with new wonders and delights plus a few challenges to keep things interesting, all merging to form another year I’m very thankful for.

Most of all I’m grateful for my tremendous and supportive family, friends, and associates.

Celebrating 22 years of marriage with my amazing wife Julie Ahasay tops my thankfulness list, along with the continuing joy of having my parents Konnie and Bob in my life, as well as my astounding and always-inspiring 106-year-old grandma Lilly Haldorsen, who still lives in her own house and gets out often.

I’m grateful for nearly 40 years of communicating online, and thankful to still be able to run and mountain bike the beautiful trails of Duluth. I’m also thankful for our loving cats Kukla , Twister, and Arlo.

This time of year is ideal for reflecting and reaching out to give the world and its endless opportunities a cozy embrace of thankfulness, and I send a hearty virtual hug to all of you I’m fortunate enough to know, lovely family and friends. Thank you.”
— Lane R. Ellis, Social Media & Content Marketing Manager

“I am thankful for my husband and daughter, our home, and the friendships we’ve built together. Working at TopRank has allowed me to prioritize my work/life balance, and the awesome team is the icing on the cake!”
— Casey Borrero, Influencer Marketing Strategist

“It’s been a tough year for my family in several ways, so I’m very grateful to say we’re all still in one piece and healthy. These challenges have made me more grateful for TopRank than ever, since having a job and co-workers I can count on and feel good about has been a huge boon when I needed it most. Thank you all for creating such a positive and inspiring work environment!”
— Harry Mackin, Content Strategist

“As I reflect this Thanksgiving with a heart full of gratitude, acknowledging the blessings that have shaped the year. At the core of my thankfulness is the unwavering support of family, especially my husband, whose love and encouragement have been a constant source of strength. I want to express deep appreciation for my fulfilling employment at TopRank Marketing and the valuable learning experiences that have enriched my career. I want to acknowledge the collaborative spirit of my coworkers, who continue to amaze and inspire me. I find solace in the companionship of my pets, Bandit, Henri and Kayla, whose unconditional love brings joy and warmth to my everyday existence. Lastly, I want to extend my gratitude to the vibrant community that surrounds me, recognizing the collective strength and resilience that emerges when individuals come together to support and uplift one another.”
— Debbie Friez, Associate Director, Social Media & Influencer Marketing

“As I reflect on this past year, I’m personally grateful for taking a leap and moving to my new beach town – Lantana, Florida. I’ve had so much fun living on Florida’s east coast, meeting new people, and feeling blessed to enjoy all of my favorite ocean activities. Professionally, I’ve had the best time working at TopRank since starting in January of this year. I’m grateful to be working with the kindest (shout-out to Midwesterners) and smartest team, the ability to work remotely, and I’m genuinely excited for what’s to come in 2024.”
— Jenny Steffens, Senior Account Manager

“This Thanksgiving, I’m brimming with gratitude for the vibrant new chapter at TopRank Marketing. With our refreshed brand, updated website, and an energized blog, we’re setting new standards in marketing. Our latest influencer report’s success and collaborating with our inspiring new CEO, Donna Robinson, mark the beginning of an exhilarating journey.

At home, watching my daughters’ curiosity and growth is a joyful reminder of life’s simple wonders (and a reminder that I still have a lot to learn about the world!). Here’s to a season of growth, giggles, and the occasional ‘sanity check’ – Happy Thanksgiving to all!”
— Katelyn Drake, Director of Agency Marketing

“I’m so thankful for my children — 14-yo is growing up to be a kind, considerate and funny young man. My 8-yo daughter is a ray of sunshine and love to everyone she meets!

On the work side, I’m grateful for a team that is always up to bounce ideas off each other and help each other do our best work.”
— Joshua Nite, Senior Content Marketing Manager

“I am thankful that I was able to welcome a healthy, beautiful daughter this year and that I have been so supported in being a mom AND bad-a** marketer by TopRank. I feel truly blessed to have the opportunity to work for this agency and be able to show my daughter what a strong work ethic and purpose can bring into your life.”
— Claire Luinstra, Director, Client Accounts

“This year, I am painfully aware of how privileged I am to live somewhere safe with my little family, all of whom are in good health. I have been reminded this year not to take those things for granted, and that these days are a gift. I’m learning to stay present, slow down, and sometimes pause so I can fully soak up intentional time each day with my husband and young children.”
— Erin McClure, Senior Account Manager

TopRank Marketing Gives Thanks for You in 2023

As this year unfolds with its unique challenges and triumphs, all of us at TopRank Marketing find ourselves more grateful than ever for you. Your unwavering support, incredible partnerships, and enthusiastic engagement have been pivotal in our journey of refreshing our brand, enhancing our services, and achieving remarkable milestones in B2B marketing.

This Thanksgiving, we’re particularly thankful for the opportunity to collaborate, grow, and celebrate successes, both big and small, alongside you. Your trust and partnership inspire us every day to reach new heights and continue innovating in the ever-evolving world of marketing.

Happy Thanksgiving from our team to yours! May this season be filled with joy, reflection, and the warmth of shared successes.

Sincerely,

The TopRank Marketing Team

The post Gratitude in Growth: Celebrating a Year of Transformation at TopRank Marketing appeared first on TopRank® Marketing.

With the recent launch of our all-new 39-page 2023 B2B Influencer Marketing Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology executives.

As marketers are asked to do more with less and prove return on investment (ROI), the popularity of influencer marketing has risen, as 94 percent of marketers have said that influencer marketing is a successful strategy for B2B, with greater numbers of B2B marketers increasing their level of influencer marketing maturity and sophistication and shifting even more towards always-on, relationship-based influencer communities.

The benefits of having an influencer marketing strategy in place have expanded — as our new report shows — with 61 percent of B2B marketers at organizations extensively using influencer marketing having seen increased sales revenue, 58 percent improved brand reputation, 47 percent improved brand advocacy, and the same percentage achieving improved retention rates.

Let’s jump right in and take a look at the future of B2B influence from 12 top subject matter experts.

12+ B2B Influencer Marketing Predictions From Top Experts & Influencers

Paul Dobson
Head of Digital Services
Cloud Software Group
@svengelsk

“Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.” — Paul Dobson @svengelsk
Click To Tweet

Ursula Ringham
Head of Global Influencer Marketing
SAP
@UrsulaRingham

“Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions.” — Ursula Ringham @UrsulaRingham
Click To Tweet

Debbie Friez
Associate Director, Influencer and Social Media
TopRank Marketing
@dfriez

“We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year.” — Debbie Friez @dfriez
Click To Tweet

Ryan Bares
Global Social Influencer Marketing Manager
IBM
@RyanBares

“AI will revolutionize B2B influencer marketing by enhancing influencer discovery, vetting, and collaboration.” — Ryan Bares @RyanBares
Click To Tweet

Pam Didner
Vice President
Relentless Pursuit
@PamDidner

“Short-form video continues to be a major player in the realm of influencer marketing. We will also continue to see brands evaluating their influencer portfolio based on gender, age, and ethnicity.” — Pam Didner @PamDidner
Click To Tweet

Janine Wegner
Integrated Thought Leadership Strategy
Dell Technologies
@JanineWegner

“In the upcoming year, AI, especially generative AI, will dominate, promoting global experts to influencer status.” — Janine Wegner @JanineWegner
Click To Tweet

Justin Levy
Senior Director, Influencer Marketing & Head of Community
Demandbase
@JustinLevy

“By 2024, B2B companies will create distinct influencer roles, separating from standard social media tasks. Influencer campaigns will need to demonstrate direct contributions to sales, beyond just raising brand awareness.” — @JustinLevy
Click To Tweet

Theodora Lau
Founder
Unconventional Ventures
@psb_dc

“With in-person events returning in full force, there are more things that KOLs can partner with brands on — making the engagement more interesting and engaging, and providing more channels to connect than ever.” — Theodora Lau @psb_dc
Click To Tweet

Amy Higgins
Owner
Amy Higgins Consulting
@AmywHiggins

“The leaders in the space are finding creators who have clear points of view and add to the brand’s story. We are going to continue to see more co-marketing efforts between brands and between brands and influencers.” — @AmywHiggins
Click To Tweet

Jay Acunzo
Co-Founder
Creator Kitchen
@JayAcunzo

“In 2024, the creator economy will redefine B2B marketing. As traditional B2B reach wanes, genuine creator voices gain traction. B2B brands will prioritize partnerships with these impactful creators.” — @JayAcunzo
Click To Tweet

Casey Borrero
Influencer Marketing Strategist
TopRank Marketing

“Influencer marketing is expected to undergo a transformation through the implementation of data-driven strategies.” — Casey Borrero of @TopRank Marketing
Click To Tweet

Christopher S. Penn
Chief Data Scientist
Trust Insights
@cspenn

“B2B influencer marketing in 2024 confronts a data gap due to platform fragmentation. Direct customer surveys, community monitoring, and adaptive strategies will be vital to gauge influencer impact.” — Christopher S. Penn @cspenn
Click To Tweet

Learn More About The Future of B2B Influencer Marketing

As these insightful predictions from Paul, Ursula, Debbie, Ryan, Pam, Janine, Justin, Theodora, Amy, Jay, Christopher and Casey show, the future of B2B influencer marketing is a bright one indeed.

We offer many thanks to each for sharing their helpful insight on what the future holds for successful B2B influencer marketing.

There is much more to learn in our comprehensive new 2023 B2B Influencer Marketing Report, and industry media coverage about the insights it contains has begun in earnest, including MediaPost’s “B2B Galvanizers: Influencer Marketing Takes Hold In Business-to-Business,” MarketingProfs’ “What Makes B2B Influencer Marketing Programs Successful,” Financial Promoter’s “B2B Influencer Marketing Drives Revenue,” Hotwire Global Communications’ “The Drop on Influencer Marketing as a Service,” and LinkedIn’s* “This Week in Marketing: B2B as a Specialization.”

* LinkedIn is a TopRank Marketing client.

The post 12+ Top 2024 B2B Influencer Marketing Predictions From Industry Experts appeared first on TopRank® Marketing.

The post From Niche to Norm: B2B Embraces Influencer Marketing – 2023 Report Highlights appeared first on TopRank® Marketing.

Join the TopRank Marketing Team

Ready to supercharge your career in a place buzzing with creativity? At TopRank Marketing, it’s more than just work – we’re on a passion-fueled mission to elevate the industry. Join a team that’s driving measurable impact, crafting one extraordinary content experience after another for the most influential brands in the world. We’re passionate about our work, and we think you’ll be too. Why? At TopRank, every day is an opportunity to create, collaborate, and redefine marketing excellence!

See Open Roles

We’re always on the look out for top talent

At TopRank Marketing, we’re known for our cutting edge approach to SEO, content, social and influencer marketing and our expertise within B2B. Our team is on the lookout for forward-thinking marketers who are ready to contribute to our dynamic agency. On this page, explore our current job openings and see why you should work at TopRank Marketing!

Get to Know Our Team

What do our team members say about working at TopRank?

“I love working at TopRank because the work is consistently fulfilling and challenging, my coworkers are absurdly talented and smart, and the folks who run the agency take great care of us. The last couple of years have been difficult for everyone, but I feel immensely lucky to be working at a place that’s been so dedicated to helping us get through it, together.”

Nick Nelson Associate Content Director

“At TopRank, I am consistently challenged and encouraged to grow and learn new aspects of the the industry. I feel like I’m truly a part of a team delivering amazing work and results for our clients.”

Debbie Friez Associate Director, Social Media & Influencer Marketing

“TopRank Marketing is an extremely supportive and nurturing work environment. The leadership takes care to make sure everyone’s voices are heard, that we have a clear vision for the future, and that employees share in the business’ success.”

Josh Nite Senior Content Marketing Manager

“The team at TopRank is one of the most dedicated I have ever worked with. They are committed to creating excellent content and real results for our clients and bring care to every project we work on.

Katelyn Drake Director of Agency Marketing

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Flexible, Remote Work

Our Minneapolis-based agency is fully remote, welcoming candidates from all around the country and the world! We care more about who you are and what you can do than your current location.

• > Work from home and connect virtually with the team
• > Flexible schedule and perks to support work-life balance
• > Strongly established remote work infrastructure

Exciting Collaborations with Big-Name Brands

Our agency has the opportunity and privilege to work with iconic enterprise brands, helping them market groundbreaking solutions in bold, creative, innovative ways. TopRank Marketing partners with leading organizations to develop award-winning campaigns fueled by best-in-class content, influence, SEO, social media, digital advertising, and more. If you want your skills to make a real impact, here’s your chance.

• > Create, analyze, and optimize marketing programs for globally renowned brands
• > Experience the day-to-day variety of an agency serving many sectors and industries
• > Work with and learn from a seasoned team of expert marketers

Professional Growth Opportunities

TopRank Marketing invests in the personal and professional growth of its talent. We want to help you build the skills to flourish in your role here and help you achieve your career aspirations.

• > Progress toward career goals as part of your employee experience
• > Opportunities for upward advancement or lateral movement within the agency

Highly Competitive Pay and Benefits

At TopRank Marketing, we understand the value of exceptional talent and the importance of nurturing it. We are committed to offering benefits that emphasize health, wellness, and work-life balance, ensuring our team members thrive both professionally and personally.

• > Embrace the freedom of a remote work environment
• > Enjoy the flexibility of unlimited PTO
• > Benefit from 10 paid company holidays
• > Retirement planning with our 401(k) plan with employer contributions
• > Offering a Flexible Spending Account (FSA)
• > Stay healthy with top-notch health and dental insurance
• > Feel secure with short and long-term disability coverage
• > Receive a monthly technology stipend to support your digital needs

With these benefits, we aim to create an environment where your well-being is as much a priority as your professional growth.

B2B marketing skills and traits that might help make you a fit for the TopRank Marketing team:

• Relentless creativity and curiosity
• Analytics and data mastery
• Strategic thinking
• Technical SEO proficiency
• Social media expertise
• Stellar communicator
• Growth-focused mindset
• Adaptive in fast-paced environments

We’re always open to growing our team with the right addition. Send your resume to akrone@toprankmarketing.com to learn more.

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The post Careers appeared first on TopRank® Marketing.

Undoubtedly, the marketing team behind the movie has done an exceptional job, inspiring me and other marketers to rethink our strategies. You might say Barbie is the ultimate influencer, and the marketing team behind the movie at the top of their game.

Interestingly, the ‘Barbie’ movie provides valuable insights that can be effectively applied to B2B influencer marketing. Now, let’s explore some of the key lessons we can learn from this enchanting film.

1 — Embrace Diversity

Like the Barbie franchise celebrates diversity in its characters, B2B influencer marketing should also embrace diversity in its content and collaborations. Influencers help brands reach a wider audience and foster inclusivity by including different perspectives and voices.

The ‘Barbie’ movie explores themes such as overcoming stereotypes, breaking down barriers, and promoting inclusivity. By addressing these issues head-on, the film encourages viewers to challenge preconceived notions and embrace people for who they truly are.

“Like the Barbie franchise celebrates diversity in its characters, B2B influencer marketing should also embrace diversity in its content and collaborations.” — Casey Borrero @CaseygBorrero
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2 — Authenticity is Vital

The ‘Barbie’ movie teaches us the importance of staying true to oneself. In the B2B marketing world, you want influencers to be authentic and genuine in their messaging. This builds trust with the audience and establishes credibility. This credibility frequently results in the formation of a supportive community of followers.

A great example is Pam Didner, with her deep understanding of content marketing, global marketing strategies, and practical expertise in the field.  She shares real-world examples and reasonable advice based on her own experiences via her blog, books, and social media posts. As a bonus, she’s transparent about her journey, success, failures, and lessons learned from them, making her relatable and authentic. B2B influencers must take note if they truly want to grow their fan-base.

“In the B2B marketing world, you want influencers to be authentic and genuine in their messaging. This builds trust with the audience and establishes credibility.” — Casey Borrero @CaseygBorrero
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3 — Tell Compelling Stories

The ‘Barbie’ movie captivates viewers with engaging storytelling. Similarly, B2B marketers and influencers should focus on crafting compelling narratives that resonate with their target audience.

Want to leave a lasting impact like Barbie? Stories evoke emotions and connect with people on a deeper level. Sales influencer Morgan Ingram always does a great job with his storytelling.

Crafting content in the form of storytelling on LinkedIn* enhances search engine rankings, establishes expertise, boosts user interaction, and offers additional avenues for compelling calls to action. Morgan creates interesting posts that entice his audience to read more. Two really good examples are his posts about creating new routines and constructive feedback.

“The ‘Barbie’ movie captivates viewers with engaging storytelling. Similarly, B2B marketers and influencers should focus on crafting compelling narratives that resonate with their target audience.” — Casey Borrero @CaseygBorrero
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4 — Adapt to Change

Throughout the ‘Barbie’ movie, the character of Barbie evolves and adapts to various situations. This serves as a reminder for B2B marketers and influencers to stay agile and adaptable in an ever-changing industry. Stay ahead of the curve and maintain relevance by embracing new technologies, trends, and strategies.

In the movie, as the plot progresses, Ken’s decision to change the name of the dream house to “Mojo Dojo Casa House”  becomes more than just a simple alteration. It becomes a catalyst for personal growth and self-expression for all the characters involved. Each character learns valuable lessons about embracing change, staying true to oneself, and accepting others’ differences.

The new house name also provides new marketing opportunities for Mattel. As we often say in marketing, it’s good to experiment and test.

Also, Barbie takes a bold step by embracing her flat feet and choosing to wear Birkenstock sandals. This decision not only challenges societal beauty standards but also sends a powerful message of self-love and confidence. She discovers change is good and learns to embrace her own individuality and celebrate what makes her different.

“B2B marketers and influencers should stay agile and adaptable in an ever-changing industry. Stay ahead of the curve and maintain relevance by embracing new technologies, trends, and strategies.” — Casey Borrero @CaseygBorrero
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5 — Collaboration is Powerful

Collaboration is powerful: The ‘Barbie’ movie often showcases the power of teamwork and collaboration among its characters. Similarly, B2B marketing influencers should seek opportunities for collaboration with other industry experts or brands. By joining forces, influencers can leverage each other’s strengths and expand their reach.

Marketing influencer Scott D. Clary leverages his podcast as a way for him and others to learn from it. He’s collaborated with the likes of Grant Cardone, Steven Kotler, and Seth Godin on topics ranging from success and the “art of the impossible.”

Speaking of collaboration, we asked top B2B influencers for advice you can take away for your elevated influencer content.

“B2B marketing influencers should seek opportunities for collaboration with other industry experts or brands. By joining forces, influencers can leverage each other's strengths and expand their reach.” — Casey Borrero @CaseygBorrero
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Marketing Lessons Barbie-Style

While the ‘Barbie’ movie may seem unrelated to B2B marketing, it offers valuable lessons for both marketers and influencers. By embracing diversity, staying authentic, telling compelling stories, adapting to change, and fostering collaboration, B2B marketing influencers and marketers can elevate their strategies and make a lasting impact on their audience and the brands they work for.

Looking to elevate your B2B brand’s storytelling? See more on why influencer marketing is proven to accelerate results from our own associate director of social media and influencer marketing Debbie Friez.

*LinkedIn is a TopRank Marketing client.

The post Top 5 Lessons B2B Marketers and Influencers Can Learn From Barbie appeared first on TopRank® Marketing.

Marketers Upbeat About 2024, But Still Worry About Inflation: Study
58 percent of marketing and communications professionals have said that they are increasing budgets during 2024, with 69 percent expecting business to pick up during the year ahead, while 53 percent cited inflation as their most sizable obstacle, according to recently-released report data of interest to B2B marketers. MediaPost

Meta releases open source AI audio tools, AudioCraft
Facebook and Instagram parent firm Meta has rolled out an updated and open-source addition to its AudioCraft generative AI audio suite of utilities, including the ability to produce a variety of sound effects and music from text prompts, opening the door for more widespread use of the technology among developers and ultimately marketers, Meta recently announced. Ars Technica

“We are releasing three more foundation models, for music and audio. It’s been fun to play with these models, and generate a variety of new outputs.” — Joelle Pineau @jpineau1 of @MetaAI
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The US B2B Media Market is Forecast to Surpass Pre-Pandemic Levels This Year
The size of the overall U.S. B2B media market is expected to see 4.7 percent growth during 2023, totaling some $85.04 billion — a figure that would top pre-pandemic marks — with expectations to reach $91.19 billion by 2027, with smaller growth forecast for the coming years, as the trade show sector represented the fastest B2B market segment, according to newly-published report data. MarketingCharts

B2Bs Consider Mobile-Only Threads’ Biggest Limitation
Meta’s Threads social platform, which set a record for the swiftest rise to 100 million users, has set sights on ultimately topping the one billion user mark thanks to the eventual rollout of mainstream advertising options, yet challenges for B2B marketers remain, as 45 percent noted that the present mobile-only incarnation of Threads was its biggest disadvantage, with 39 percent citing the platform’s lack of direct messaging features, according to recently-released survey data. MediaPost

Marketing uses for generative AI that will outlive the hype
83 percent of global executives have said that chatbots were the AI app type that was the most relevant to their business, with 75 percent pinpointing data-oriented tasks, 71 percent citing text interpretation and content creation, and 70 percent AI-powered search marketing insights — some of the findings included in newly-published survey data. Insider Intelligence

How the Pandemic Changed Marketing Channels
A mere 6.7 percent of organizations have reported that their face-to-face (F2F) marketing channels have shifted entirely to digital, while some 28 percent of companies noted that they were still planning on opening new F2F channels, and the Harvard Business Review recently took a look at the increasing importance of finding the marketing channels that will have the greatest brand impact. Harvard Business Review

Facebook surpasses 3 billion monthly active users
Including its Instagram, Messenger, WhatsApp, and Threads properties, Meta-owned platforms now account for some 3.88 billion active monthly users, with flagship Facebook reaching 2.064 billion daily active users in the most recent quarter — an increase from 2.037 billion, Meta recently announced. TechCrunch

Instagram Experiments With Range of Generative AI Elements
Instagram has undergone testing of an array of new generative AI utilities, expected to eventually roll out to user content feeds, including more advanced AI-assisted visual editing and chatbot tools, while also adding new ways to denote AI-assisted content on the platform, Instagram recently announced. Social Media Today

In challenge to TikTok, YouTube Shorts gains new creation tools like Collab and Q&As
Google’s YouTube has begun rolling out an expanded array of video creation tools, including a new side-by-side Collab tool that allows for recording Short videos alongside other YouTube content, in a move to offer more video creation option as the firm seeks to differentiate from the TikTok platform, YouTube recently announced. TechCrunch

ON THE LIGHTER SIDE:

A lighthearted look at “The CMO Role” by Marketoonist Tom Fishburne — Marketoonist

The Soviet-Era, Z80-based Galaksija Dared to Be Different — IEEE Spectrum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• TopRank Marketing — Top Influencer Marketing Services (2023) — Business of Apps
• Lee Odden — 68 SEO Experts To Follow On Threads — Search Engine Journal

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Gini Dietrich @ginidietrich
Brian Solis @briansolis
Katrina Neal @katrina_neal
Janine Wegner @JanineWegner
Debbie Friez @dfriez

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Have you found your own leading B2B marketing news item that we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope you’ll come back 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 Elevate B2B Marketing News Weekly Roundup: B2B Buyers Refocus On ROI, Meta’s New Audio AI, & More Marketers Increasing Budgets appeared first on TopRank® Marketing.

“Human interpretation, perspective, and refinement complemented by the speed and scale that technological advances will provide is what will differentiate marketing mediocrity from marketing excellence.” — Allyson Hugley @HugleyA
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B2B Marketers Are Facing These Challenges with Second- and Third-Party Data
44 percent of B2B marketing decision-makers have said that the quality and completeness of data is the top obstacle they face when it comes to second and third party data, followed by 31 percent who pointed to finding trusted sources, and 28 percent to noted budget limitations, according to recently-released survey data. MarketingCharts

The multiplier effect: How B2B winners grow [Report]
B2B firms that deliver top omni-channel experiences have improved their market shares by a minimum of 10 percent annually, while B2B e-commerce has become the most effective sales channel, ahead of in-person sales and video conference channels — two of several statistics of interest to B2B marketers contained in newly-published report data. McKinsey

Instagram Tests New AI Chatbot Experience in DMs
Meta-owned Instagram has been testing a generative AI chat option within its direct messaging system, as the social platform continues building out new AI personas and multi-modal experiences, providing brands new ways to utilize Instagram. Social Media Today

2022 Video Ad Spend & 2023 Outlook: Defining the Next Generation [Report]
When it comes to digital video, ad spending climbed by 21 percent year-over-year in 2022 and is expected to grow by some 17 percent during 2023, reaching $55.2 billion in the U.S. alone, according to recently-released Interactive Advertising Bureau (IAB) report data. IAB

Publicis Groupe joins human vs. AI content verification initiative C2PA
The Coalition for Content Provenance and Authenticity (C2PA) and its framework to distinguish human-made assets from AI has gained Publicis Groupe as its latest addition, joining the organization’s existing steering committee members Adobe, Microsoft, and Intel, among others, C2PA recently announced. MarTech

LinkedIn Experiments with New AI Assistant for InMails
Microsoft-owned LinkedIn (client) has been testing a new generative AI-powered inbox assistant, which aims to streamline private correspondence on the professional social platform, which would join an array of other recent AI-based updates that have been released by LinkedIn. Social Media Today

Twitter US ad sales plunged 59%, and internal forecasts are grim, NYT reports
During the time since Twitter ownership changed hands, the social platform has seen falling advertising sales, including a decreased of some 59 percent in the U.S. during one recent five-week span, and Ars Technica takes a look at some of the challenges Twitter has faced. Ars Technica

A Long List of Concerns Worry CMOs and Brand Managers
Top-of-mind among chief marketing officers and brand managers are return-on-investment (ROI) and return-on-marketing-investment (ROMI), with inflation and recession concerns coming in a close second, followed by increasing pressure to boost shareholder value and profits — three of several findings of interest to digital marketers contained in newly-published survey data. MarketingCharts

LinkedIn Launches DMs for Company Pages
For the first time, LinkedIn users will be able to privately conduct one-on-one conversations with brand pages — a feature that has previously only been available between users on the professional social platform, in a feature update that brings new interaction options to brands, LinkedIn recently announced. Social Media Today

ON THE LIGHTER SIDE:

A lighthearted look at “AI and Productivity” by Marketoonist Tom Fishburne — Marketoonist

Fans React To Apple’s New VR Headset — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — This Week in Marketing: Timeless Trends — LinkedIn (client)
• Lee Odden — The Proof is Out There: Experts Discuss the Reality and Future of Buyer-level Intent Data — NetLine
• Lee Odden / TopRank Marketing — Lee Odden: B2B influencer marketing, client/agency side work, evolving your team | Madvertising #10 [Podcast Video] — AdQuick / YouTube

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Debbie Friez @dfriez
Luxy Thuraisingam @Luxythu
Dr. Scott Cowley @scottcowley
Andy Crestodina @crestodina
Brian Solis @briansolis

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Have you found your own top B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s edition of the Elevate B2B Marketing News, 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 Elevate B2B Marketing News Weekly Roundup: B2B Resiliency, & LinkedIn’s New Direct Messaging For Brands appeared first on TopRank® Marketing.