Digital Marketing News: B2B Content Lifecycle Study, LinkedIn’s New Featured Section, B2B Millennial Report, & Facebook Adds Story Discovery Feature

2020 February 28 Skyword Chart

2020 February 28 Skyword Chart

Millennial buyers want better content from B2B marketers
Better B2B content is a top concern among Millennial buyers, as the demographic accounts for some 33 percent of overall B2B buyers, a portion Forrester’s newly-released report expects to grow to 44 percent by 2025. Digital Commerce 360

LinkedIn Launches New ‘Featured’ Section on Profiles to Highlight Key Achievements and Links
LinkedIn (client) began a gradual roll-out of a new “Featured” section, where users’ key achievements will appear near the top of profiles when starred from updates, the Microsoft-owned platform recently announced. Social Media Today

How the Fastest-Growing US Companies Are Using Social Media
87 percent of Inc. 500 firms used LinkedIn for social media during 2019, topping a list of how the fastest-growing U.S. firms are using social media, outlined in a recently-released UMass Dartmouth report of interest to digital marketers. MarketingProfs

The Best Times to Post on Social Media According to Research [Infographic]
B2B businesses find that the best posting times on LinkedIn are before noon and around 6:00 p.m., one of numerous social media platform most effective posting time statistics outlined in a recently-released infographic. Social Media Today

Gen Z Craves Multifaceted Content, Audio – And Even Likes (Relevant) Long-Form Ads
Digital media consumption habits vary by generation, with members of the Gen Z demographic more often seeking out multifaceted content comprised of interactive elements such as polls and quizzes, according to recently-released content consumption preference data. MediaPost

Are Brands Getting Smarter About Social? New Data Reveals Surprising Trends Across Platforms
2019 saw U.S. brands receiving an average of five percent more social engagement that during 2018, with video engagement achieving an even higher eight percent growth rate — two of numerous statistics of interest to online marketers contained in recent social media activity study data. Forbes

2020 February 28 Statistics Image

How Businesses Handle Customer Reviews [Infographic]
Over 35 percent of businesses often or always use positive reviews in their marketing efforts, with Google, Facebook, and Yelp being the three platforms most often monitored for online reviews, according to recently-released survey data focusing on how reviews are used by businesses. Social Media Today

IAB: Programmatic Now 85% Of All U.S. Digital Advertising
By 2021 programmatic advertising spending will exceed $91 billion in the U.S. alone, and account for 86 percent of overall digital ad spend — two of several items of interest to digital marketers in newly-released Interactive Advertising Bureau report data. MediaPost

Facebook Tests New Format for Separate Facebook Stories Discovery Page
Facebook has continued to ramp up its support for content shared in the Stories format, announcing recently that certain Stories will receive larger images in a test of a distinct new Facebook Stories discovery page, according to the social media giant. Social Media Today

From Consistent Publishing to Performance Peaks: What You Need to Know About the Life Span of Content
Digital B2B content assets often bring peak value two months after publishing, while going on to achieve steady endurance among consumers, two of many findings of interest to digital marketers contained in new B2B content lifespan report data. Skyword


2020 February 28 Marketoonist Comic

A lighthearted look at what is digital transformation? by Marketoonist Tom Fishburne — Marketoonist

Jif Partnered With Giphy to Make a Limited-Edition Peanut Butter No One Can Pronounce — Adweek


  • Lee Odden — Not Another State of Marketing Report — HubSpot
  • Lee Odden — What’s Trending: Aim for Excellence — LinkedIn (client)
  • TopRank Marketing / Prophix — B2B Campaign Spotlight: Prophix Strikes a Chord with Visual Storytelling — LinkedIn (client)
  • Lane R. Ellis — 10 Tips to Help You Better Understand Your Small Business Customers — Small Business Trends
  • Lee Odden — How to Create Trustworthy Content That People Want to Read — Aweber
  • Lee Odden — Speaker Spotlight: Lee Odden — Content Marketing Conference

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for joining us, and please return next week for a new selection of the 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. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: B2B Content Lifecycle Study, LinkedIn’s New Featured Section, B2B Millennial Report, & Facebook Adds Story Discovery Feature appeared first on Online Marketing Blog – TopRank®.

Optimizing ABM with Influencer Marketing at #B2BMX

Lee Odden Speaking at B2BMX 2020

Lee Odden Speaking at B2BMX 2020

Account based marketing (ABM) is the hybrid sales/marketing/revenue discipline that is shaking up the status quo for marketers and sales pros alike. There are as many definitions of ABM as there are accounts to target, but I’m partial to this one from LinkedIn’s Megan Golden

“ABM is a strategy that directs marketing resources to engaging a specific set of target accounts. Instead of casting a wide net with their lead-generation efforts, marketers using ABM work closely with sales to identify key prospects and then tailor customized programs and messages to the buying team within target accounts.” Megan Golden, Group Manager, Global Content & Social Media Marketing, LinkedIn*

It’s all about earning the trust of — and ultimately influencing — members of specific buying committees. In other words, it’s the distillation of what all B2B marketers should be doing. Or as Sangram Vajre, CEO of Terminus, put it (embroidered on his sneakers, no less):

Sneakers that Read ABM Is B2B

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing.

Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence.

In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence — which members of the buying committee have a say in the purchase decision. But…

Diagram Asking Who Influences the Influencers

Here’s what is possible when B2B marketers include influencer marketing in their ABM strategy.

Influence in ABM: It’s All About Trust

According to Lee, “Trust is one of the most paramount matters in marketing today.” If buyers don’t trust your brand, it’s hard to even get a message through, let alone close a sale. The problem is, buyers overall don’t trust brands. In the CSO Insights report from Marketing Charts, brands were near the bottom for trust:

Chart Showing Customers Trust Influencers More than Brands

And who is at the top of the list? Subject matter experts from the industry or third parties. These are the people your audience wants to hear from…which means they’re the voices you want to highlight in your content.

[bctt tweet=”“Trust is one of the most paramount matters in marketing today.” @LeeOdden” username=”toprank”]

Dell Outlet Builds Trust & Brand Awareness with B2B Influence

For his first example of the power of influence in B2B, Lee shared a success story from Dell Outlet*, a 2020 Killer Content Award Finalist.

Dell Outlet needed to build awareness as an entity distinct from their parent brand. With a focus on refurbished hardware and a commitment to a more sustainable, circular economy, Dell Outlet has a unique personality, purpose and value proposition. But they needed to both establish themselves as their own brand, and educate a small business audience on the value of refurbished equipment.

With targeted research and outreach, Dell Outlet was able to connect and co-create content with small business influencers that had relevance and resonance with the brand’s target audience. The full campaign, featuring videos, a landing page, and social promotion, achieved amazing results that were only possible with influencer marketing:

Results from Dell Influencer Marketing Campaign

Of particular interest is that the campaign was 175% over goal for traffic to product pages. Even though this was primarily an awareness campaign, the influencer contributions actually drove conversions. That’s a powerful testament to how successfully the campaign built trust with its target audience.

Cherwell Employs Influence Across the Customer Lifecycle

For his next example, Lee shared a success story from software company Cherwell*. Their story highlights the importance of a diverse influencer mix to appeal to buyers across the lifecycle, from awareness to engagement to decision.

Cherwell needed to create awareness around their brand, build trust with IT executives, and ultimately drive leads and sales. This full-funnel approach required different types of influencers for each stage:

Chart Mapping Influencers to Funnel Stage

At the top of the funnel, brandividuals with large networks and enthusiastic audiences help drive awareness. Further down, subject matter experts add even more substance to the conversation, contributing to meatier content. Finally, at the bottom of the funnel, brand advocates help with the final push to conversion.

This type of strategic co-creation, with influencers at every stage of the funnel, generated unbelievable results for Cherwell. The campaign achieved over 400% more social reach than any previous campaign, and influenced 22% of their sales pipeline for the year.

ALE Creates a New Industry Award

Lee’s final example shows just how powerful influencer marketing can be not only for awareness, engagement, and conversion, but also for creating goodwill among influencers, prospects, and customers.

Alcatel Lucent Enterprise (ALE)* wanted to raise awareness and add credibility with prospects to accelerate sales discussions. Their solution: With the help of influencers, create a new award to honor and uplift the IT professionals in their target audience.

The 2020 IT Vanguard Awards started by selecting judges, influencers in the IT space, as well as a subject matter expert from ALE. These judges shared their thoughts on what qualities defined the best IT leaders. Then ALE asked their target audience to nominate their co-workers and peers for the award.

Alcatel Lucent Enterprise Campaign Results

The resulting campaign saw unprecedented levels of engagement and influencer promotion for ALE, along with earned media reporting in industry publications. The resultant flood of goodwill from IT professionals firmly established ALE’s credibility and added deals worth millions of dollars to their pipeline. And for a finishing touch, the campaign won ALE an award of its own: A Killer Content Award (“Finny”) for 2020.

Optimizing ABM with Influencer Marketing

Looking to get some of those results for yourself? Lee offered a 5-step plan to integrating influencer marketing into your ABM strategy:

#1: Find Your Ideal Customer Topics. Use tools like SEMrush, Brandwatch and BuzzSumo to identify your customers’ burning questions — and how they search for answers. Seek out the topics that align with your brand’s expertise and your customers’ need to know.

#2: Find Your Ideal Customer Influencers. With the help of tools like Traackr, identify the people who are influential about your topics. You’re looking for those who care about these topics, whose audience cares about them too, and who are regularly publishing content.

#3: Identify, Qualify and Recruit. The three key considerations for an influencer are:

  • Popularity: How large of a following does the influencer have?
  • Resonance: How well does the influencer actually move their audience to take action?
  • Relevance: How closely aligned is the influencer’s output with your values, audience, and topics?

For top of funnel influencers, popularity is the #1 consideration. For middle of funnel, it’s relevance, then popularity. For the bottom of the funnel, resonance and relevance rule. And also look for the five key traits of the best B2B influencers: Proficiency, Popularity, Personality, Publishing and Promotion. 

#4: Create Content & Activate Influencers. Plan your content types, platforms and media —based on your audience research. Once you co-create content with your influencers, activate them to share the fruits of your collaboration.

#5: Practice Ongoing Engagement. Don’t make your influencer involvement a one-and-done. Keep following and engaging with your influencers, helping promote them and developing a community. Better yet, introduce influencers to each other! They’ll have your brand to thank for meaningful connections they make with their peers.

Lee Odden B2BMX 2020

Understanding Influence, Influencing Understanding

In closing, Lee urged account-based marketers to include influencer marketing in their ABM strategy. In addition to your brandividuals, advocates, and experts, he also recommended adding prospects into your influencer mix. Promote your most valued potential customers right alongside leaders in the industry, help them become influential, and you can begin a mutually profitable relationship.

Is influencer marketing part of your B2B marketing mix? Whether you’re running multiple campaigns, or just thinking about testing the waters, we want to hear from you. Take our quick B2B Influencer Marketing Survey to share your experience, and have a chance to win a $500 Amazon gift card!

* LinkedIn, Dell Outlet, Cherwell, and Alcatel Lucent Enterprise are TopRank Marketing clients.

The post Optimizing ABM with Influencer Marketing at #B2BMX appeared first on Online Marketing Blog – TopRank®.

“So far”/”Not yet”

What to do in the face of failure? What happens when you’ve done your best and it still doesn’t get the review, close the sale or win the race?

One approach is to embrace the easy path of “did my best” = “failure” therefore, I should give up or simply accept mediocrity.

The other, the growth mindset, is to realize that while you did your best, it’s not your best forever, it’s just what you’ve done so far. And that while you haven’t created what you set out to create, the key word, the one you have to remind yourself of daily, is yet.

That growth mindset demands advice and collisions with the marketplace. That mindset means that you need to see what those you seek to serve have to say because without that insight, your ‘yet’ might not arrive.

By all means, ignore those that aren’t in on the joke, that haven’t signed up for the journey, that don’t want to go where you want to go.

For everyone else, though, the answer is, “thanks, wait until you see what’s next.”

The B2B Marketer’s Journey To Experiential Content at #B2BMX

Ryan Brown Ceros

Ryan Brown Ceros

What makes an experience an…

B2B Marketing Experience?

Full disclosure: I am not on the design team at TopRank Marketing.

But you know what I mean. You’ve eaten dinner at dozens, if not hundreds of restaurants in your lifetime. But there are likely one or two that stick out in your memory. What makes them memorable?

That question drove an intriguing presentation at B2B Marketing Exchange, led by four expert marketers:

B2B Content Experience Team

Short answer: What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.

[bctt tweet=”“What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.” @NiteWrites” username=”toprank”]

Case in point: The vast majority of B2B content. It’s…fine! But maybe not so memorable. 

The Five Levels of Memorable Content

Ryan observed that, when a B2B business has customers or clients in the office, we offer amazing experiences: Everything from go-kart rides to monogrammed socks. 

So why do we offer blocks of black-and-white text in a PDF to our digital customers? Not only does our static content fail to be memorable, it isn’t measurable, either. Interactive, immersive content can provide a better experience and help marketers optimize at the same time. 

According to Ryan, there are five levels of “memorability” for great content:

  1. Narrative. This is text content at its most elemental: ad copy, blog posts, stories, scripts.


  1. Visual Elements. Images, graphics, photos and videos liven up the text, but are still static assets on the page.


  1. Integrated elements. Forms, maps, chat, embedded content. This level pulls in multiple different types of content from external sources, like a lead gen form or a Google map.


  1. Interactive Elements. This type of content solicits and rewards active engagement, versus passive consumption. It can include content you click, touch, or hover over to open content paths and customize the experience.


  1. Immersive Elements. This type of content comes alive as the audience moves through it, with animation, actions triggered on scroll and click, parallax effects to give depth, and multiple layers of content.

Most B2B marketers are proficient in the first two levels, and many are getting comfortable with the third. But truly interactive and immersive experiences aren’t as common.

Barriers to Immersive Content


According to Ryan, one reason we get stuck with same-old content is the workflow between teams. Typically, content teams create the copy and hand it off to design. The design team isn’t consulted in the planning or execution of the copy. 

Then, the design team takes the copy and goes through the design process in their silo. There’s no collaboration; it’s content + design. 

To fix that workflow, Bluecore’s Paige and Sharon recommend that content and design teams work together, from planning to execution to optimization, in order to:

  • Engage early
  • Partner on content development
  • Frequently sync on milestones

To illustrate how their process leads to more engaging experiences, Paige and Shannon showed off their Content Concierge, an interactive recommendation engine for their content library.

Versus their static content, Bluecore’s Content Concierge achieved a 93% higher interaction rate, and 80% more dwell time.


The other major roadblock for interactive experiences is the tools marketers use to create content. These tools tend to reinforce the divide between content and design, Ryan says. More complex multimedia experiences also require a third cook in the kitchen: A web development team or vendor partner.

The solution is to seek out tools that empower content and design to work together on interactive, immersive experiences.

Darius from Carbon Black shared how his team used Ceros to design different types of experiences for their customers. They created a choose-your-own-adventure style game for an immersive, long-form experience. But they also created a snackable March Madness-inspired tournament game that people could play in under a minute.

Memorable & Measurable Experiences

According to Ryan, downloadable assets — like a typical white paper — miss the opportunity to provide a memorable experience. What’s worse, they’re not measurable once downloaded. Did the downloader make it past the front page? Was there an infographic that really hit with your target audience? It’s impossible to tell. 

With the right type of interactive content, you can be a fly on the wall as people go through the experience. You can tell where people are clicking, how deep they’re scrolling, and when they’re likely to drop off. That means more opportunities to optimize and engage more deeply. 

Darius encouraged marketers to invest their time and energy in creating and optimizing these memorable experiences. “If we’re not putting the time in with our customers, we can’t expect them to give us their time back,” he said.

[bctt tweet=”“If we’re not putting the time in with our customers, we can’t expect them to give us their time back.” — Darius Eslami, Carbon Black” username=”toprank”]

Getting Started with Experiential Content

Creating memorable content experiences requires a shift in mindset and operations. Making the change can be tricky, Sharon and Paige warned. They offered a three-step approach to getting started:

  1. Create a business case to get buy-in
  2. Do a proof of concept — have a clear outline, objectives and measurable goals.
  3. Prioritize where you will get the most impact 

That last point is crucial, Sharon said. Without a clear set of priorities, you can get option paralysis with the possibilities. Or, as she put it, “It’s like going to the Cheesecake Factory hungry and trying to navigate that massive menu.”

Be the Architect of Your Brand

Ryan ended the session on an aspirational note. He reminds marketers that we are responsible for designing the ways that customers encounter and perceive our brands. “Take pride in the experiences you create,” he said. “Stop ‘writing at’ your customer, and start ‘creating for’ them.”

Dynamic, interactive, immersive content is more engaging for customers, gets better results for marketers, and can even lead to quicker sales and more revenue for the company. It’s well worth making your content experience into an…

Experience in glitter text

See how interactive content made for a memorable experience that smashed benchmarks for our client Prophix.

The post The B2B Marketer’s Journey To Experiential Content at #B2BMX appeared first on Online Marketing Blog – TopRank®.

5 Tips for Making your Products More Attractive to Buyers

Many businesses, old and new, fail each year because buyers are not drawn to a physical location or internet address. Some businesses do not even pass the starter stage due to a lack of investors or buyers interested in the presented products or services. Buyers these days tend to be fickle with all the choices available to obtain goods and services. If products are not displayed, described and marketed to catch the eye, the competition will have an advantage.

Nailing the Initial Presentation

Business owners wishing to sell new or innovative products, services or concepts must begin the process by finding buyers and investors.  This is true of any business whether people can find it on the street, online or both. Walking into a meeting unprepared will prove futile. Prepare a presentation that will impress with customized products from suppliers, such as Filmsource.

Binding all pertinent information so buyers can have it for reference ensures nothing gets lost. Laminate the most important aspects like the business plan and the budget. The report covers a proposed name and the logo will make the project memorable and stand out from other projects.

Existing Businesses

Presentation is equally essential for businesses already in operation. Attracting buyers begins by highlighting new or improved items. E-commerce business needs a home page that will instantly let browsers know what products are sold in a way that makes them want to explore the website. Interesting photographs, clear and concise descriptions, and a unique name will capture attention.

Retail stores with physical locations require banners to announce sales or new merchandise. Eye-catching displays in the windows will cause passers-by to stop and be compelled to enter. Signs hanging from the ceiling direct shoppers to specific sections when inside. A larger than life depiction of the newest smartphone, for example, attracts buyers to the electronics department.

Effective Methods Considered Old-Fashioned

Independent professionals, regional medical practices and local eateries are examples of small businesses that need people in the area to patronize them in order to remain open and thrive. While making the entryway inviting will draw some new people, keeping customers happy and offering something exceptional or unexpected are still effective ways to increase volume. Nothing can replace word-of-mouth to expand business exposure on the local level.

Promotions and reward programs will keep regular customers coming back and entice new people to discover your location. A restaurant that offers free drinks with the purchase of an entrée or ten percent off desserts for a limited time is inexpensive and effective. Convenience stores do well with reward cards that are punched once eligible items are purchased. Coffee, soda, pizza, and pastries are common rewards that draw people away from the competition and into one location stores.

Sponsor a contest, such as a dart tournament or a trivia game, to make visiting the establishment fun and exciting. The prizes can be a t-shirt with the business logo, a free drink, or a coupon redeemable at the next visit. This is a tried and true method for attracting new customers and expanding business exposure in the community.


Intriguing and creative displays are paramount when seeking a higher number of buyers. Bringing a prototype of a product or a diagram illustrating a concept is more stunning on one of the several display options. A backdrop, perhaps, or a tablecloth with a logo will elevate the presentation and indicate professionalism.

Products on a stand with tiers allow buyers to learn about multiple versions of the same brand or featured item. Beauty products, light bulbs of different wattage and candy variations are ideal for this type of display in a physical retail store. A brochure stands in a waiting room to inform patients or clients of all the services provided in the medical center or an insurance office.

Selecting the right display for products and services that pique curiosity is an interactive means of gaining new customers. Someone getting a hair cut will check out shampoos and leave the salon with a signature line of hair care products. The person driving a family member to a dentist appointment is likely to discover procedures to whiten teeth or have a root canal to save a decayed tooth if the display is attractive and well placed.

Establishing an Internet Presence

Having a website is only one step to a complete internet presence. There is a multitude of ways to participate online to reach targeted audiences. A guest post on a related website will drive buyers to the business. One regarding insurance seen on a site for new and used boats gets people thinking about the topic. It is critical not to forget to add a link to your website within the post.

Social media sites have virtually exploded in popularity over the last few years. Some people visit preferred sites and pages every day. Gone are the days of only needing a page on Facebook. Certain targeted audiences are found on social media sites that only consist of pictures and photographs while others watch videos on a different site.

The internet is also a way to find business partners, investors, and freelance professionals. LinkedIn is a popular site for this purpose. Owners with no logo designs can find an artist to create one. A marketing agency will help get your brand noticed. Descriptions and experience histories of most professionals listed are found on this site.

Attracting buyers is becoming difficult due to increased competition. People are ordering more products and services online for the vast selection of items available and the convenience. Start-up and small businesses struggle for exposure against larger ones with more financial resources. The attention span is dwindling to a few seconds at best.

These reasons, and many more, are why attracting people to your business requires diligence, persistence, and exposure. Visual merchandising, a strong internet presence, excellent customer service and offering something the competition does not are basic attraction practices that work for most businesses in any industry.

The post Flying Off the Shelves: 5 Tips for Making your Products More Attractive to Buyers appeared first on Blogtrepreneur.

The Internet is Infinite. Choose Not To Be Overwhelmed!

The internet is infinite. For humans, anyway.

In the time you’ve been reading this, more than an hour of video has been uploaded to YouTube. You will never catch up.

The thing is, the world has always been infinite compared to human scale.

Living on a bucolic farm in the 14th century, there was no need to get bored. You could study earthworms, write a sonnet or have a conversation with your neighbor…

We widen or close our lens on the world in order to avoid becoming too bored or feeling too small.

When you first encounter a new web service, go on Slack or get back to your computer after a break, it’s natural to feel overwhelmed. Too much to sort. We want a foundation to stand on, but firm footing eludes us for a while.

And then we find it again. Because we intentionally make ourselves unaware of the rest of it.

Right now, orbiting a distant star, the folks on Planet 10 are having a conflict about something or other. But we have no idea. And right now, someone who works for you has a question, or the store you’re not in is having a problem, or a co-worker is doing something without your oversight–and it’s all proceeding without you, because total information awareness is a fiction.

Find your footing and do your work. It’s a choice.

Why Outsourcing Work Can Improve Your Life

The amount of daily work that you have to get done can surmount to the point of exhaustion. This means even less work is getting done because you are too tired to even think about it. However, there are solutions for your dilemma.

If you are a parent, teacher, business owner, or anyone with a busy schedule, you might be looking for reasons to get others to do work for you. You know what? You might be right. Outsourcing work in any area of your life can bring you serious benefits, and these are the reasons why.

Clean Houses Can Mean Clear Minds

One big area of work outsourcing work needs is in the form of housecleaning. Springing for a housecleaning service can save you precious time in your home life, not only for parents but for anyone who is dealing with a messy home. Cleaning up your living space is a good way to declutter your mind. Having a professional cleaner come in and remove the mess is good for the organization, as well as reducing your stress. While it may vary in cost, it is one well-known way to get work done for you so you have time to get to your other responsibilities.

Tax Preparation Services 

Taxes have become a dirty word. Not because there is anything particularly wrong with it, but the association with taxes and very stressful time of the year for business owners and individual tax filers. That is why a tax preparation service can help outsource work, and get you all caught up on your paperwork for when that time of the year comes around. Helpful as these services are, you also get the added benefit of being able to do them online, which is a big time saver. The convenience of outsourcing your work is ever apparent during these times of importance. Taxes do not need to put your life to a grinding halt, just know what you can do to remedy this stress.

Planning Your Schedules and Routines

Making use of virtual assistants is one way to outsource work without actually having anyone do the work for you. Home assistance products from Amazon or Google are excellent for jotting down your plans through voice recognition, and lets you do many things hand free. One benefit to your busy life comes in the form of organizing it, and planning your schedules and routines will allow you some freedom. Need to plan your workout schedule but have to cook dinner before your partner comes home? Done and done. Nothing feels better than successful multitasking.


Feel like you are getting bogged down by so many responsibilities in your life? You are not alone. In fact, this is one of the biggest issues that most people deal with. Luckily for you, this is far from unresolvable. These simple tips on how to use outsourcing of service or work will benefit you greatly. Improving your mental health, improving your productivity and giving you the freedom to live your life with a new, positive attitude.

The post Why Outsourcing Work Can Improve Your Life appeared first on Blogtrepreneur.

Digital Marketers’ Free Bootcamps Online

Do you realise that any of you who has a Laptop and is playing games for hours daily can devolve one part of the day to earn some money while on the laptop. Imagine how shocked your parents would be! 

Wouldn’t you want to be able to close the laptop and go out meeting your friends, announcing that today you earned $150 or $300? It would be exciting, right? You could buy everyone a drink. You would feel great. 

register here for free bootcamp to open up the possibilities for making money online from your laptop

24 Essential Influencer Marketing Statistics

Business people throwing papers in the air image.

How important is influencer marketing to businesses in 2020?

Influencer marketing will see global brand spending of up to $15 billion by 2022 (Business Insider Intelligence), and B2B marketers who haven’t yet experienced its many benefits now have more research data than ever to make the case for starting an influencer marketing program.

Even if you’ve already developed an influencer marketing strategy, the wealth of new information coming out about its power to build trust and inspire action is growing, which is why we wanted to share 24 significant B2B influencer marketing statistics that combine to tell a compelling story that will alter your future campaigns.

Let’s jump right in with a look at some of the latest influencer marketing statistics.

Making The Statistical Case For B2B Influencer Marketing

It Makes Financial Sense

Among B2B buyers the type of influencer content with the most value is the venerable case study. 47 percent of B2B buyers found case studies to be the most valuable type of influencer content, ahead of webinars at 39 percent, third-party or analyst reports at 35 percent, and user reviews and video content, each at 32 percent, according to survey data from MarketingCharts as shown below.

MarketingCharts B2B Buyer Chart

Influencer marketing has also delivered impressive value, beginning in 2018 when analyst data showed that each dollar spent for influencer marketing yielded $5.20 return in media value.

NeoReach Chart

From that point forward influencer spending increased, as in 2019 it saw the highest growth of all online channels, reaching some $2.6 billion in the U.S. alone, and a growth rate of a whopping 70.5 percent year-over-year, according to report data from MarketingCharts.

Marketing Charts IM Chart

The same forecast predicts $3.4 billion for influencer spending in 2020 in the U.S. alone.

It Builds Trust & Credibility

[bctt tweet=”“Partnering with relevant influencers to co-create content can open doors for brands trying to engage hard to reach and increasingly skeptical audiences.” @LeeOdden” username=”toprank”]

The recent Edelman Trust Barometer report placed influencer trust above that from delivered from brands.

63 percent of survey respondents said that they trust influencers more than what a brand says about itself.

Edelman Trust Barometer Influencer Image

A compelling case for influencer marketing in the B2B world also comes from the aforementioned MarketingCharts B2B buyer survey, which found that 95 percent of B2B marketers say they prefer credible content from industry influencers.

Separate survey data of senior level marketers, also from MarketingCharts, revealed that 65 percent of B2B buyers said their consumption habits have changed to prefer credible content from industry influencers.

When done well, influencer marketing builds levels of trust that exceed traditional campaign methods, however consumers need to feel confidence in the influencers they follow. 82 percent of U.S. consumers believe that influencers should disclose their history of personal use of a product or service. (

Consumers are also wary of influencers who post too frequently. The same survey found that 74 percent of consumers say they would sever ties with influencers who post too often, a statistic savvy B2B influencer marketers take into account.

It’s Being Rapidly Adopted For Good Reason

In several 2019 surveys influencer marketing was cited as one of the top marketing trends expected to have a sizable impact in 2020, a prediction that during the first two months of the year has materialized according to initial influencer marketing spending figures that we’ll examine.

By the end of 2019 survey data forecast that influencer marketing adoption among B2B tech marketers was expected to expand by 31 percent from 2018 implementation levels, a prediction that now appears on the conservative side as influencer marketing has continued to swiftly evolve.

At our client SAP’s annual conference, a group of only 15 influencers drove 25 percent of all social media impressions, which our CEO Lee Odden explores in more detail in a recent article examining how even a small number of influencers experiencing a brand event can make a big impact, with “25 B2B Influencer Marketing Campaign & Engagement Ideas for 2020.

Another positive signal for the growth of influencer marketing is that 21 percent of marketers plan to make influencer posts the focus of their 2020 social media strategy, according to Social Media Today poll data.

Social Media Today IM Poll Image

Additionally, 88 percent of consumers have found purchasing inspiration from viewing influencer content. (Rakuten 2019 global influencer marketing survey.)

It Spans Global Boundaries & Generations

The global nature of online advertising has proven to mesh well with influencer marketing, as nearly 70 percent of consumers follow at least one influencer from a country not their own (Rakuten), which plays especially well in the hands of B2B businesses that often include multinational units.

Globally during 2019 some 59 percent of marketers said their budget for influencers has increased, while 39 percent of brands in the U.S. say they would be encouraged to invest even more in influencer marketing programs if they were better able to see the impact it has in the broader scope of the customer purchasing journey, the same survey noted.

[bctt tweet=”“Influencer marketing for B2B offers impressive options to optimize marketing performance across the entire customer lifecycle.” — Lee Odden @LeeOdden” username=”toprank”]

Implementation of influencer marketing has grown not only among pure B2B marketers, but also in the marcomm sector. 67 percent of global marcomm professionals now see influencer marketing within their scope, according to recent data from Talkwalker and MarketingCharts.

Influencer marketing’s power has been seen not only in its global scale, but also its multi-generational pull, as 18 percent of Gen Z consumers say they discover brands via influencers (GlobalWebIndex).

GlobalWebIndex IM Chart

When an influencer recommends a product, 51 percent of Millennials say they are more likely to try it, according to survey data from Valassis and Kantar.

Influencer Marketing & Social Platforms

When it comes to the under-10,000-follower micro-influencer niche, Instagram is the clear top social media platform of choice at 75.9 percent, according to recent survey data, which offers a look at the top social network choices among micro-influencers.

We recently published a list of “31 DIY Marketing Tools To Create Remarkable Experiences,” which includes some of the tools used most frequently by micro-influencers to create content targeting Instagram.

Instagram, YouTube, Facebook, blogs, Twitter, and LinkedIn (client) top one recent list of most popular social media platforms for influencer marketing. 89 percent of marketers said that Instagram was important for their influencer marketing strategy. (Fourstarzz Media)

Fourstarzz Media Chart

How Do I Begin An Influencer Marketing Program?

Finding the ideal influencers for your audience is a challenge most marketers consider significant, as 51 percent of marketers have reported difficulty finding the right influencers. (Visme.)

2019 July 5 Statistics Image

At TopRank Marketing we’ve specialized in influencer marketing for years now, and were named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability in its “B2B Marketing Agencies, North America, Q1 2019” report.”

To help you along your influencer marketing journey, including suggestions for finding the right influencers for your particular audience, here are five articles we’ve written that dig in to the nuances of the process:

Learn More From TopRank Marketing Online & In Person

B2B Marketing Influencers

Statistics tell an important story that can help direct B2B marketers along a data-and-research-based journey. No matter how revealing statistics may be, however, they don’t tell the entire story, as the human elements are what drive real progress in successful influencer marketing programs.

[bctt tweet=”“Stories are just data with a soul.” @BreneBrown” username=”toprank”]

B2B marketing’s use of influencer marketing to bring a human touch is the focus of a Break Free B2B video interview we held with our client LinkedIn’s Marketing Manager Judy Tian.

You can learn more about how B2B marketers are benefiting from influencer marketing, whether it’s through building better customer experiences (CX) or building trust, by attending one or all of the speaking events our CEO Lee Odden has lined up in the coming months, which are listed below.

February 24-25, 2020 – B2BMX – Scottsdale, AZ
How to Optimize ABM Results with Influencer Marketing

March 19, 2020 – Convergence Summit – Minneapolis, MN
In Search of Trust: How Authentic Content Drives Customer Experience

March 24, 2020 – Pubcon – Miami, FL
B2B Influencer Marketing Workshop

April 20-22, 2020 – Content Tech – San Diego, CA
How to Optimize Content Performance with Influence

April 22-23, 2020 – Content Marketing Conference – Boston, MA
Be Best Answer for Your Customers with SEO and Influence

May 27 -28, 2020 – B2B Ignite USA – Chicago, IL
In Marketing We Trust: How to Build Influence with the C-Suite and on the Street

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