How B2B Marketers Can Get Closer to Their Customers

Professional with cellphone and laptops image.

Last year I finished up my fifth full year as a B2B marketer. A lot has changed in that half decade.

When I started, there was a growing movement: “B2B marketing doesn’t have to be boring.” 

Now we’ve finally moved on to, “B2B marketing can’t afford to be boring.” We’ve finally acknowledged that B2B buyers are people — they want useful information, they want to be entertained, and they’re just as bored by corporate-speak-laden white papers as everyone else.

To our credit, I think marketers already knew this. We just had to convince the rest of the organization. 

For the most part,  we marketers have more leeway to choose the best way to reach our audience. And, of course, with that freedom comes responsibility. 

How do we hit the sweet spot of what our audience wants to hear, and what our brand is trying to get across? How do we give them that value that inspires reciprocity?

Here’s how B2B marketers can get closer to their audience in 2021.

#1: Ask the Sales Team

Let’s make 2021 the year we finally ditch the sales v. marketing mentality for good. Tighter alignment between the members of the Revenue Squad can only benefit everyone. 

The sales team has a wealth of insights about your target audience. They’re the ones taking meetings, answering questions, talking one-on-one with members of the buying committee.

In short, sales can tell you where the sticking points are, where more persuasion is needed, and what type of content ultimately sways people toward a purchase. Tight alignment with sales will make your content more relevant to your audience and more useful for your sales team.

#2: Flip the Script on SEO 

Are you still thinking of SEO as, “The way to get search engines to recommend our content?” If so, it’s time to update that mentality. 

The most valuable function of keyword research right now is to determine what humans are searching for and how those queries are worded. It’s all about guiding content creation to match your audience’s demand, from the planning stages through execution.

The best SEO strategy is to create content that genuinely meets — and exceeds — your audience’s needs. If your content doesn’t meet a proven need, no amount of keyword stuffing or H1 tagging will grant it visibility.

Make your keyword research a tool for understanding your audience. What do they want? How are they trying to find it? How can you be the best answer?

“The most valuable function of keyword research right now is to determine what humans are searching for and how those queries are worded.” — Joshua Nite @NiteWrites Click To Tweet

#3: Broaden Your Horizons

B2B buyers don’t spend their entire waking lives thinking about work. If we want to know our audiences better, we need to think about the broader context of their lives, too. 

When we see our potential buyers more holistically, we have a much broader canvas for relevant content. We can talk about maintaining work-life balance, the challenges of remote work, even the challenges that working parents face in relating to their children.  

Any topic for content is relevant, provided that 1) Your employees or brand has expertise on it, and 2) It serves to make your audience’s life better in some meaningful way. 

If you’ve been stuck writing “X more reasons you should try our solution” style content, let this broader context inspire you to write more useful, helpful content that takes the whole person into consideration.

#4: Explore Influence

At the heart of it, marketers are trying to earn people’s attention. It makes perfect sense to take lessons from the folks who have already captured that interest — people who are already engaging and serving your target audience.

Tools like Traackr and Buzzsumo can help you determine which voices your audience is listening to. From there, you can see what type of content they’re creating, how they’re capturing interest, and let that inform your own content creation.

And, of course, you can take it to the next level: Co-creating content with these influencers and reaching their audience directly (see our 2020 State of B2B Influencer Marketing report for more).

#5: Above All, Be Useful

When we see our target audience as people, rather than B2B buyers (or a target audience, for that matter), we can begin to practice truly radical empathy. Not just the empathy that lets us walk in someone’s shoes long enough to sell them something, either. 

I mean the type of empathy that leads us to find out how to improve their personal and professional lives, to be genuinely useful, to lift people up because we care about them. Content that sets out with this aim in mind is guaranteed to pull you and your customers closer together.

And, of course, helping people and caring about their success is a great way to earn attention, build relationships, and develop long-standing loyalty to your brand.

“Helping people and caring about their success is a great way to earn attention, build relationships, and develop long-standing loyalty to your brand.” — Joshua Nite @NiteWrites Click To Tweet 

In fact, it may be the only way we have left to do all of the above.

Need help creating content that gets you closer to your customers? We’ve got you covered.

How B2B Marketers Can Get Closer to Their Customers

Professional with cellphone and laptops image.

Professional with cellphone and laptops image.

Last year I finished up my fifth full year as a B2B marketer. A lot has changed in that half decade.

When I started, there was a growing movement: “B2B marketing doesn’t have to be boring.” 

Now we’ve finally moved on to, “B2B marketing can’t afford to be boring.” We’ve finally acknowledged that B2B buyers are people — they want useful information, they want to be entertained, and they’re just as bored by corporate-speak-laden white papers as everyone else.

To our credit, I think marketers already knew this. We just had to convince the rest of the organization. 

For the most part,  we marketers have more leeway to choose the best way to reach our audience. And, of course, with that freedom comes responsibility. 

How do we hit the sweet spot of what our audience wants to hear, and what our brand is trying to get across? How do we give them that value that inspires reciprocity?

Here’s how B2B marketers can get closer to their audience in 2021.

#1: Ask the Sales Team

Let’s make 2021 the year we finally ditch the sales v. marketing mentality for good. Tighter alignment between the members of the Revenue Squad can only benefit everyone. 

The sales team has a wealth of insights about your target audience. They’re the ones taking meetings, answering questions, talking one-on-one with members of the buying committee.

In short, sales can tell you where the sticking points are, where more persuasion is needed, and what type of content ultimately sways people toward a purchase. Tight alignment with sales will make your content more relevant to your audience and more useful for your sales team.

#2: Flip the Script on SEO 

Are you still thinking of SEO as, “The way to get search engines to recommend our content?” If so, it’s time to update that mentality. 

The most valuable function of keyword research right now is to determine what humans are searching for and how those queries are worded. It’s all about guiding content creation to match your audience’s demand, from the planning stages through execution.

The best SEO strategy is to create content that genuinely meets — and exceeds — your audience’s needs. If your content doesn’t meet a proven need, no amount of keyword stuffing or H1 tagging will grant it visibility.

Make your keyword research a tool for understanding your audience. What do they want? How are they trying to find it? How can you be the best answer?

[bctt tweet=”“The most valuable function of keyword research right now is to determine what humans are searching for and how those queries are worded.” — Joshua Nite @NiteWrites” username=”toprank”]

#3: Broaden Your Horizons

B2B buyers don’t spend their entire waking lives thinking about work. If we want to know our audiences better, we need to think about the broader context of their lives, too. 

When we see our potential buyers more holistically, we have a much broader canvas for relevant content. We can talk about maintaining work-life balance, the challenges of remote work, even the challenges that working parents face in relating to their children.  

Any topic for content is relevant, provided that 1) Your employees or brand has expertise on it, and 2) It serves to make your audience’s life better in some meaningful way. 

If you’ve been stuck writing “X more reasons you should try our solution” style content, let this broader context inspire you to write more useful, helpful content that takes the whole person into consideration.

#4: Explore Influence

At the heart of it, marketers are trying to earn people’s attention. It makes perfect sense to take lessons from the folks who have already captured that interest — people who are already engaging and serving your target audience.

Tools like Traackr and Buzzsumo can help you determine which voices your audience is listening to. From there, you can see what type of content they’re creating, how they’re capturing interest, and let that inform your own content creation.

And, of course, you can take it to the next level: Co-creating content with these influencers and reaching their audience directly (see our 2020 State of B2B Influencer Marketing report for more).

#5: Above All, Be Useful

When we see our target audience as people, rather than B2B buyers (or a target audience, for that matter), we can begin to practice truly radical empathy. Not just the empathy that lets us walk in someone’s shoes long enough to sell them something, either. 

I mean the type of empathy that leads us to find out how to improve their personal and professional lives, to be genuinely useful, to lift people up because we care about them. Content that sets out with this aim in mind is guaranteed to pull you and your customers closer together.

And, of course, helping people and caring about their success is a great way to earn attention, build relationships, and develop long-standing loyalty to your brand.

[bctt tweet=”“Helping people and caring about their success is a great way to earn attention, build relationships, and develop long-standing loyalty to your brand.” — Joshua Nite @NiteWrites” username=”toprank”] 

In fact, it may be the only way we have left to do all of the above.

Need help creating content that gets you closer to your customers? We’ve got you covered.

The post How B2B Marketers Can Get Closer to Their Customers appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

How To Move From A Pilot B2B Influencer Marketing Program to Always-On Success

Light Bulb Turned On

It sure is a good thing that the internet turns off at 10:00 PM every night, and doesn’t flip back on until 8:00 in the morning. And thankfully, business buyers completely tune out after they finish work, which is always at 5 o’clock sharp in this world of reliable and universally consistent routine.

Marketers and brands would really have their hands full if these things weren’t true.

Wait, what’s that? None of them are remotely true?

Welcome to the World of Always-On

There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging with content in unpredictable patterns, thrown further askew by the pandemic-driven disruption of workday archetypes. An increasingly lengthy and complex buyer’s journey challenges B2B marketing strategies to be more versatile, agile, and perpetually present than ever before.

“There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging with content in unpredictable patterns.” @NickNelsonMN #AlwaysOn #B2Bmarketing Click To Tweet

Earlier this month, Howard J. Sewell wrote at Business 2 Community about marketing success and the accident of timing.

“For more companies than not, marketing success is rarely about convincing a given individual, on a given day, to buy what it is you’re selling,” he argues. “Rather, it’s a question of being the company that the buyer finds, or thinks of first, when the relevant need occurs.”

This essentially makes the case for adopting always-on marketing programs, which are gaining traction as more organizations see the value. It’s a convention that can apply to many different elements of a strategy, including (and especially) influencer marketing.

Today we’ll explore taking the step from pilot B2B influencer marketing program to always-on success — why and how?

Taking B2B Influencer Marketing from Pilot to Autopilot

Running a pilot program is a great way to get a feel for influencer marketing and validate it as a smart tactic for your organization. Earlier this year I shared tips for jumpstarting a pilot B2B influencer marketing program in five steps, which included:

  1. Get buy-in throughout the organization
  2. Compile a list of influencers who align with your brand
  3. Start priming influencer relationships
  4. Integrate B2B influencer marketing into your strategy
  5. Co-create a piece of content with one or more influencers

The key here is not to treat influencer engagements as one-off, transactional encounters. As TopRank Marketing CEO Lee Odden put it during an interview for the Social Media Marketing Live Streaming Show over the summer, “If you only have one interaction with an influencer and then you don’t ever see that person until the next time you need them, that leaves the influencer feeling very transactional, and not very special.”

Running a pilot program doesn’t need to entail a long-term commitment to influencer marketing in your strategy, but it should always be built on a long-term, relationship-building mindset.

This sets you up to take the next step: from pilot to autopilot, where your always-on influencer program becomes a self-sustaining community of genuine brand advocacy and affinity. That’s not to say it’ll become completely hands-off — maintaining and nurturing influencer relationships takes work, as do the collaborative efforts with these influencers that drive business results — but once you’ve laid proper groundwork and set a clear vision, much of the heavy lifting is done.

Lee makes this point in explaining why always-on influence costs less and provides better ROI. Some things he recommends keeping in mind:

  • Pay-to-play doesn’t always pay off: Organic relationship-building can take a little more time and effort up front, but tends to be far less expensive than one-off, paid influencer campaigns, with much greater all-around value.
  • Old friends know the brand ropes: Deeper ongoing engagements with influencers leads to better mutual understanding of needs and guidelines, with less hand-holding required.
  • Return on relationships: Building authentic relationships with influential experts in your industry yields word-of-mouth and proactive advocacy benefits that money can’t buy.
  • Repurpose with a purpose: Always-on programs bring new efficiencies in terms of repurposing and refreshing co-created content in ways that support the brand, influencer, and audience.
  • Advocacy at scale: Developing and strengthening relationships over time leads to compounding benefits, as trust grows and new contacts enter the fold.

When considering these advantages, it comes as no real shock that — according to the 2020 State of B2B Influencer Marketing Reportonly 5% marketers who do periodic campaigns are very successful vs. 60% of marketers who implement always-on influencer marketing programs. That is a sizable chasm.

“Being ‘always-on’ has allowed our team to build meaningful relationships with influencers,” says Garnor Morantes, Group Marketing Manager for LinkedIn (a TopRank Marketing client) in the report. “This approach means that the relationship ceases to be ‘transactional’ (what can you do for us) when we’re in a state of ongoing activity. Because of this foundation, we are in a situation where, when urgency strikes, we’ve been able to immediately activate influencers, whether it be for private, direct, unfiltered feedback and consult, or for external, public-facing advocacy and amplification.”

““Being ‘always-on’ has allowed our team to build meaningful relationships with influencers.” Garnor Morantes of @LinkedIn #InfluencerMarketing #AlwaysOn Click To Tweet

That’s the kind of marketing engine built for our modern-day environment, where buyers and decision makers are essentially active and consuming content round-the-clock, seven days a week. An always-on influencer strategy allows brands to be reactive, nimble, and responsive to change. You can learn more about LinkedIn’s successful program in our case study.

LinkedIn Case Study Image

Take the Next Step with Always-On Influence

The good news is that a properly executed pilot influencer marketing program — one focused on relationship-building and brand synergy — helps facilitate the transition to an always-on program that can become a pillar of your marketing strategy. At TopRank Marketing, we’re happy to help out with whichever stage of the journey you’re in.

Check out the 2020 State of B2B Influencer Marketing Report to learn more about always-on influence, why it makes sense, and how to make it work. Reach out to us if you’re ready to get rolling.

How To Move From A Pilot B2B Influencer Marketing Program to Always-On Success

Light Bulb Turned On

Light Bulb Turned On

It sure is a good thing that the internet turns off at 10:00 PM every night, and doesn’t flip back on until 8:00 in the morning. And thankfully, business buyers completely tune out after they finish work, which is always at 5 o’clock sharp in this world of reliable and universally consistent routine.

Marketers and brands would really have their hands full if these things weren’t true.

Wait, what’s that? None of them are remotely true?

Welcome to the World of Always-On

There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging with content in unpredictable patterns, thrown further askew by the pandemic-driven disruption of workday archetypes. An increasingly lengthy and complex buyer’s journey challenges B2B marketing strategies to be more versatile, agile, and perpetually present than ever before.

[bctt tweet=”“There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging with content in unpredictable patterns.” @NickNelsonMN #AlwaysOn #B2Bmarketing” username=”toprank”]

Earlier this month, Howard J. Sewell wrote at Business 2 Community about marketing success and the accident of timing.

“For more companies than not, marketing success is rarely about convincing a given individual, on a given day, to buy what it is you’re selling,” he argues. “Rather, it’s a question of being the company that the buyer finds, or thinks of first, when the relevant need occurs.”

This essentially makes the case for adopting always-on marketing programs, which are gaining traction as more organizations see the value. It’s a convention that can apply to many different elements of a strategy, including (and especially) influencer marketing.

Today we’ll explore taking the step from pilot B2B influencer marketing program to always-on success — why and how?

Taking B2B Influencer Marketing from Pilot to Autopilot

Running a pilot program is a great way to get a feel for influencer marketing and validate it as a smart tactic for your organization. Earlier this year I shared tips for jumpstarting a pilot B2B influencer marketing program in five steps, which included:

  1. Get buy-in throughout the organization
  2. Compile a list of influencers who align with your brand
  3. Start priming influencer relationships
  4. Integrate B2B influencer marketing into your strategy
  5. Co-create a piece of content with one or more influencers

The key here is not to treat influencer engagements as one-off, transactional encounters. As TopRank Marketing CEO Lee Odden put it during an interview for the Social Media Marketing Live Streaming Show over the summer, “If you only have one interaction with an influencer and then you don’t ever see that person until the next time you need them, that leaves the influencer feeling very transactional, and not very special.”

Running a pilot program doesn’t need to entail a long-term commitment to influencer marketing in your strategy, but it should always be built on a long-term, relationship-building mindset.

This sets you up to take the next step: from pilot to autopilot, where your always-on influencer program becomes a self-sustaining community of genuine brand advocacy and affinity. That’s not to say it’ll become completely hands-off — maintaining and nurturing influencer relationships takes work, as do the collaborative efforts with these influencers that drive business results — but once you’ve laid proper groundwork and set a clear vision, much of the heavy lifting is done.

Lee makes this point in explaining why always-on influence costs less and provides better ROI. Some things he recommends keeping in mind:

  • Pay-to-play doesn’t always pay off: Organic relationship-building can take a little more time and effort up front, but tends to be far less expensive than one-off, paid influencer campaigns, with much greater all-around value.
  • Old friends know the brand ropes: Deeper ongoing engagements with influencers leads to better mutual understanding of needs and guidelines, with less hand-holding required.
  • Return on relationships: Building authentic relationships with influential experts in your industry yields word-of-mouth and proactive advocacy benefits that money can’t buy.
  • Repurpose with a purpose: Always-on programs bring new efficiencies in terms of repurposing and refreshing co-created content in ways that support the brand, influencer, and audience.
  • Advocacy at scale: Developing and strengthening relationships over time leads to compounding benefits, as trust grows and new contacts enter the fold.

When considering these advantages, it comes as no real shock that — according to the 2020 State of B2B Influencer Marketing Reportonly 5% marketers who do periodic campaigns are very successful vs. 60% of marketers who implement always-on influencer marketing programs. That is a sizable chasm.

“Being ‘always-on’ has allowed our team to build meaningful relationships with influencers,” says Garnor Morantes, Group Marketing Manager for LinkedIn (a TopRank Marketing client) in the report. “This approach means that the relationship ceases to be ‘transactional’ (what can you do for us) when we’re in a state of ongoing activity. Because of this foundation, we are in a situation where, when urgency strikes, we’ve been able to immediately activate influencers, whether it be for private, direct, unfiltered feedback and consult, or for external, public-facing advocacy and amplification.”

[bctt tweet=”““Being ‘always-on’ has allowed our team to build meaningful relationships with influencers.” Garnor Morantes of @LinkedIn #InfluencerMarketing #AlwaysOn” username=”toprank”]

That’s the kind of marketing engine built for our modern-day environment, where buyers and decision makers are essentially active and consuming content round-the-clock, seven days a week. An always-on influencer strategy allows brands to be reactive, nimble, and responsive to change. You can learn more about LinkedIn’s successful program in our case study.

LinkedIn Case Study Image

Take the Next Step with Always-On Influence

The good news is that a properly executed pilot influencer marketing program — one focused on relationship-building and brand synergy — helps facilitate the transition to an always-on program that can become a pillar of your marketing strategy. At TopRank Marketing, we’re happy to help out with whichever stage of the journey you’re in.

Check out the 2020 State of B2B Influencer Marketing Report to learn more about always-on influence, why it makes sense, and how to make it work. Reach out to us if you’re ready to get rolling.

The post How To Move From A Pilot B2B Influencer Marketing Program to Always-On Success appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing Technology in 2021: 5 Key Focuses

Marketer Using Laptop Keyboard

If the 1982 movie Blade Runner and its dystopian depiction of what the world would look like in 2019 were accurate, this is what we’d have been living through last year:

via GIPHY

Needless to say, our predictions of society’s future state, and technology’s long-term evolution, are not always on the money. While certain aspects of Blade Runner’s vision might’ve been frighteningly accurate, Los Angeles is not yet inhabited by flying cars or giant video advertisements projected onto the entirety of skyscrapers.

With that said, today’s marketers can much more easily look ahead to 2021 — suddenly only a few short months away — and make educated guesses about what the year will hold. Many of the marketing technologies that will transform business and drive strategies are already on the rise, if not gaining mainstream traction.

Martech 2021: 5 Trends to for B2B Marketers to Watch

Businesses and marketing departments might be facing spending restrictions and budget cuts amidst the turmoil of 2020, but marketing technology is not an area that’s widely being affected. On the contrary, in fact: The latest Pulse Survey from ClickZ found that marketing technology budget shares rose from 32% to 42% between May and late July.

Where are organizations investing, and which technologies will rule the roost in the coming year? Here are five evidenced trends I’ll be following:

1 — Content experiences are at the forefront

In ClickZ’s research, this is the category that was leading marketing technology’s growth here in 2020.

“People being indoors and looking for new ways to educate themselves about the current climate and consumer content can safely be considered as one of the reasons businesses are tirelessly looking to enhance their target audiences’ experience,” wrote Kamaljeet Kalsi.

ClickZ Image

(Source)

This isn’t such a novel concept — TopRank Marketing CEO Lee Odden was among those preaching experiences as the future of content marketing many years ago — but technology is continually improving our ability to deliver content in ways that are more interactive, immersive, and impactful.

I think back to last week’s blog post on storytelling, and Joseph Gordon-Levitt’s assertion that video games offer the most promise on this front. Technology will continue to bring more capabilities to the table in terms of gamification, interactivity, and innovation.

Making content consumers feel like participants rather than onlookers holds the key to heightened engagement.

2 — Facilitating a socially distant world

Will there be in-person events in 2021? It’s possible but doesn’t feel very likely right now — certainly not at the scale of annual conferences and summits we’ve come to love. As brands keep working to build relationships with prospects and customers from a distance, technology will need to do much of the heavy lifting.

We’ve already seen some great new tools and capabilities arise this year in terms of teleconferencing, live-streaming, and virtual events. What else might emerge, with a litany of tech companies now centering their focuses on what has suddenly become a ubiquitous need?

In a way, this development helps to level the playing field for smaller businesses. While it may not be feasible for a startup sales enablement shop to organize a massive gathering like Dreamforce, bringing people together through interactive virtual events is a different story. In fact, this format can actually make it easier to follow up, convert, and attribute results concretely.

It’s not just about technology that helps engage customers from afar. It’s also about technology that helps marketers collaborate and work together in distributed settings. And adopting these tools will benefit companies and agencies long-term, because the remote work trend was already on the rise long before COVID struck.

In 2021, marketers will truly equip themselves for the future of work. We’re already well on our way; according to a recent survey, “companies reported that responding to the new circumstances of the pandemic accelerated their digital communications strategy by 6 years on average.”

“As brands keep working to build relationships with prospects and customers from a distance, technology will need to do much of the heavy lifting.” — Nick Nelson @NickNelsonMN Click To Tweet

3 — Data privacy and cybersecurity gain urgency

Data exploitation became a huge story after the 2016 election, and I regret to inform you it’s likely to bubble up again this fall. Even outside of that, cybersecurity has been a growing concern for many years and becomes all the more pertinent as customer data is increasingly decentralized and cloud-based.

While these matters have often fallen under the purview of IT in the past, marketing needs to have a seat at the table and a voice in the discussion. Sending a convincing message that it’s safe to do business with your brand — sensitive data won’t be shared, lost, stolen, or misused — and backing it up is essential to building trust in the new world of business.

4 — Simplicity and synchronicity are vital 

In its latest marketing technology landscape visualization, Chief Martech charted some 8,000 different solutions in the wild. Eight thousand!

ChiefMartec Image

The beauty of this vast landscape is that marketing technologies now exist to address almost any need imaginable. The downside, of course, is that the sheer volume and range of options can feel completely overwhelming. The balance between not enough martech and too much martech is a delicate one.

In the near future, streamlining will be the name of the game. How can you carve down your tech stack to the true essentials? Which solutions can cover multiple needs for your team? How can you solicit a continuous feedback loop so users are able to openly communicate when a tool isn’t working for them, and action is taken rapidly?

Finding the answers to these questions will help marketing organizations find greater efficiency and effectiveness with martech in 2021.

“The balance between not enough martech and too much martech is a delicate one.” — Nick Nelson @NickNelsonMN Click To Tweet

5 — Artificial intelligence keeps growing and embedding

The buzz around marketing technology seems to vary from month to month, with a new category or niche entering and then exiting the spotlight. One that never seems to lose its luster, however, is AI. This is because the technology is powerful and endlessly applicable.

We already see AI being widely leveraged in modern marketing strategies — chatbots, predictive analytics, deep learning, etc. — but the potential remains so much greater, and I believe we’ll continue to see it realized in the coming year. One threadline I’ll be keeping a close eye on is formative AI, cited as a trend driving Gartner’s hype cycle of emerging technologies in 2020.

“Formative AI is a type of AI capable of dynamically changing to respond to a situation,” according to Gartner. “There are a variety of types, ranging from AI that can dynamically adapt over time to technologies that can generate novel models to solve specific problems.”

How could formative AI come into play for marketing in order to drive more personalized and memorable B2B marketing experiences? Go ahead and dream on it. That’s what separates us from the machines, after all. (Or at least one of the differences pondered by Blade Runner and its source material.)

Marketing Technology Will Always Have Its Place

This chaotic year of 2020 has served to reinforce the immense value of technology in my day-to-day. Without having easy access to chat apps, video-conferencing platforms, shared documents, and other digital tools, a day in the life of a content marketer during the pandemic would be far more challenging and inefficient. Instead, I’m basically able to do my job seamlessly without much disruption, other than the lack of seeing my coworkers’ faces IRL.

I do miss that very much, and for all the talk about technologies to watch in 2021, I’m most hopeful for a return to semi-normal human interaction and physical proximity. Up until then, and after, martech will help us continue to keep audiences (and ourselves) educated, entertained, engaged and connected through the digital space.

I don’t know about flying cars or skyscraper billboards, but I can say with confidence that the future of marketing and its technologies is going to look a lot more like 2020 than any years preceding.

For more insight into what the next year may hold, click over to our post from Lane Ellis on 8 Things B2B Marketers Need To Know About Reddit in 2021.

B2B Marketing Technology in 2021: 5 Key Focuses

2021 MarTech Image

Marketer Using Laptop Keyboard

If the 1982 movie Blade Runner and its dystopian depiction of what the world would look like in 2019 were accurate, this is what we’d have been living through last year:

via GIPHY

Needless to say, our predictions of society’s future state, and technology’s long-term evolution, are not always on the money. While certain aspects of Blade Runner’s vision might’ve been frighteningly accurate, Los Angeles is not yet inhabited by flying cars or giant video advertisements projected onto the entirety of skyscrapers.

With that said, today’s marketers can much more easily look ahead to 2021 — suddenly only a few short months away — and make educated guesses about what the year will hold. Many of the marketing technologies that will transform business and drive strategies are already on the rise, if not gaining mainstream traction.

Martech 2021: 5 Trends to for B2B Marketers to Watch

Businesses and marketing departments might be facing spending restrictions and budget cuts amidst the turmoil of 2020, but marketing technology is not an area that’s widely being affected. On the contrary, in fact: The latest Pulse Survey from ClickZ found that marketing technology budget shares rose from 32% to 42% between May and late July.

Where are organizations investing, and which technologies will rule the roost in the coming year? Here are five evidenced trends I’ll be following:

1 — Content experiences are at the forefront

In ClickZ’s research, this is the category that was leading marketing technology’s growth here in 2020.

“People being indoors and looking for new ways to educate themselves about the current climate and consumer content can safely be considered as one of the reasons businesses are tirelessly looking to enhance their target audiences’ experience,” wrote Kamaljeet Kalsi.

ClickZ Image

(Source)

This isn’t such a novel concept — TopRank Marketing CEO Lee Odden was among those preaching experiences as the future of content marketing many years ago — but technology is continually improving our ability to deliver content in ways that are more interactive, immersive, and impactful.

I think back to last week’s blog post on storytelling, and Joseph Gordon-Levitt’s assertion that video games offer the most promise on this front. Technology will continue to bring more capabilities to the table in terms of gamification, interactivity, and innovation.

Making content consumers feel like participants rather than onlookers holds the key to heightened engagement.

2 — Facilitating a socially distant world

Will there be in-person events in 2021? It’s possible but doesn’t feel very likely right now — certainly not at the scale of annual conferences and summits we’ve come to love. As brands keep working to build relationships with prospects and customers from a distance, technology will need to do much of the heavy lifting.

We’ve already seen some great new tools and capabilities arise this year in terms of teleconferencing, live-streaming, and virtual events. What else might emerge, with a litany of tech companies now centering their focuses on what has suddenly become a ubiquitous need?

In a way, this development helps to level the playing field for smaller businesses. While it may not be feasible for a startup sales enablement shop to organize a massive gathering like Dreamforce, bringing people together through interactive virtual events is a different story. In fact, this format can actually make it easier to follow up, convert, and attribute results concretely.

It’s not just about technology that helps engage customers from afar. It’s also about technology that helps marketers collaborate and work together in distributed settings. And adopting these tools will benefit companies and agencies long-term, because the remote work trend was already on the rise long before COVID struck.

In 2021, marketers will truly equip themselves for the future of work. We’re already well on our way; according to a recent survey, “companies reported that responding to the new circumstances of the pandemic accelerated their digital communications strategy by 6 years on average.”

[bctt tweet=”“As brands keep working to build relationships with prospects and customers from a distance, technology will need to do much of the heavy lifting.” — Nick Nelson @NickNelsonMN” username=”toprank”]

3 — Data privacy and cybersecurity gain urgency

Data exploitation became a huge story after the 2016 election, and I regret to inform you it’s likely to bubble up again this fall. Even outside of that, cybersecurity has been a growing concern for many years and becomes all the more pertinent as customer data is increasingly decentralized and cloud-based.

While these matters have often fallen under the purview of IT in the past, marketing needs to have a seat at the table and a voice in the discussion. Sending a convincing message that it’s safe to do business with your brand — sensitive data won’t be shared, lost, stolen, or misused — and backing it up is essential to building trust in the new world of business.

4 — Simplicity and synchronicity are vital 

In its latest marketing technology landscape visualization, Chief Martech charted some 8,000 different solutions in the wild. Eight thousand!

ChiefMartec Image

The beauty of this vast landscape is that marketing technologies now exist to address almost any need imaginable. The downside, of course, is that the sheer volume and range of options can feel completely overwhelming. The balance between not enough martech and too much martech is a delicate one.

In the near future, streamlining will be the name of the game. How can you carve down your tech stack to the true essentials? Which solutions can cover multiple needs for your team? How can you solicit a continuous feedback loop so users are able to openly communicate when a tool isn’t working for them, and action is taken rapidly?

Finding the answers to these questions will help marketing organizations find greater efficiency and effectiveness with martech in 2021.

[bctt tweet=”“The balance between not enough martech and too much martech is a delicate one.” — Nick Nelson @NickNelsonMN” username=”toprank”]

5 — Artificial intelligence keeps growing and embedding

The buzz around marketing technology seems to vary from month to month, with a new category or niche entering and then exiting the spotlight. One that never seems to lose its luster, however, is AI. This is because the technology is powerful and endlessly applicable.

We already see AI being widely leveraged in modern marketing strategies — chatbots, predictive analytics, deep learning, etc. — but the potential remains so much greater, and I believe we’ll continue to see it realized in the coming year. One threadline I’ll be keeping a close eye on is formative AI, cited as a trend driving Gartner’s hype cycle of emerging technologies in 2020.

“Formative AI is a type of AI capable of dynamically changing to respond to a situation,” according to Gartner. “There are a variety of types, ranging from AI that can dynamically adapt over time to technologies that can generate novel models to solve specific problems.”

How could formative AI come into play for marketing in order to drive more personalized and memorable B2B marketing experiences? Go ahead and dream on it. That’s what separates us from the machines, after all. (Or at least one of the differences pondered by Blade Runner and its source material.)

Marketing Technology Will Always Have Its Place

This chaotic year of 2020 has served to reinforce the immense value of technology in my day-to-day. Without having easy access to chat apps, video-conferencing platforms, shared documents, and other digital tools, a day in the life of a content marketer during the pandemic would be far more challenging and inefficient. Instead, I’m basically able to do my job seamlessly without much disruption, other than the lack of seeing my coworkers’ faces IRL.

I do miss that very much, and for all the talk about technologies to watch in 2021, I’m most hopeful for a return to semi-normal human interaction and physical proximity. Up until then, and after, martech will help us continue to keep audiences (and ourselves) educated, entertained, engaged and connected through the digital space.

I don’t know about flying cars or skyscraper billboards, but I can say with confidence that the future of marketing and its technologies is going to look a lot more like 2020 than any years preceding.

For more insight into what the next year may hold, click over to our post from Lane Ellis on 8 Things B2B Marketers Need To Know About Reddit in 2021.

The post B2B Marketing Technology in 2021: 5 Key Focuses appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

From Mechanical to Meaningful: How to Optimize B2B Case Studies

Optimized half-human half-android woman figure image.

Optimized half-human half-android woman figure image.

When was the last time a B2B case study made you feel something? 

I mean, something besides mild interest or boredom. 

I ask because, in theory at least, B2B case studies should be exciting stories. There are millions of dollars at stake, people’s livelihoods and professional reputations hanging in the balance. Each one is a three-act story arc of overcoming adversity and solving a problem. 

That sounds like a riveting read, right?

Or at the very least, they should be useful stories. They should help someone with a similar problem be able to find a solution. Yes, even a solution above and beyond “buy our product.”

Here are a few ways that B2B marketers can make their case studies more human, more compelling, and ultimately more effective.

How to Optimize B2B Case Studies

Granted, case studies exist for a business purpose. They’re meant to persuade people to choose your solution. But that doesn’t mean they have to be purely sales-minded and feature-driven, rather than customer-minded and story-driven. We should be treating case studies with the same care that we give to all of our content.

1: Bring in the Broader Context

The traditional structure of a case study is Problem-Solution-Results. The “problem” part generally refers to the specific problem your customer was having. But you can make your case study more relevant to similar companies by bringing in an industry-wide problem as well.

Take this case study for our client Prophix, for example. In this study, we wanted to show the process we went through with the customer — why we chose to create the content we did. The content was meant to address an emerging problem in the finance profession. So it makes sense to start the study with an overview of that problem.

Looking at the broader industry picture can help grab the attention of executives in the finance industry, but also those who are seeing a similar problem in their particular vertical. In other words, it makes the whole study more relevant to potential customers.

2: Add Value Beyond Your Solution

TopRank Marketing is a marketing agency. Our processes, strategies and tactics are some of our most valuable assets. So, it would be easy for our case studies to say, “client hired us and we ran a campaign that got these results.” We could easily gloss over the details of how we got from point A to point B.

If we did that, though, our case studies would be little more than commercials. It’s hard to convince someone they should read a 500-word commercial. Instead, we like to give readers practical examples of how we get the results we do.

Could someone read our Tech Unknown case study from client SAP and run a similar campaign for themselves? Perhaps. We have a step-by-step list of the tactics we used. But we’re confident that we can do the work better than our clients could do for themselves, so we’re not shy about sharing our tactics.

When prospects finish reading the Tech Unknown case study, they will have a solid idea of what it takes to create and execute a podcast, in addition to seeing that TopRank Marketing is good at creating successful podcasts. That extra value adds credibility and readability to the case study.

3: Bring in the Customer Voice

We often write about businesses or brands as though they are people: “Coca-Cola decided to…” or “Siemens made the difficult decision to…” But in reality, it’s actual people who make these decisions. And these people should show up in your case study.

LinkedIn* Marketing Solutions is good at centering the customer voice in their case studies. Take this one from Salesforce, for example. Salesforce’s Director of Content & Social Media, Marissa Kraines, is quoted throughout. She talks about why they chose LinkedIn as a platform, how they developed best practices for the content — and, yes, how happy they are with the results.

Most importantly, Marissa offers advice to the reader that goes beyond “Use LinkedIn for marketing”:

 “Have a game plan that consists of at least five pieces of content that you plan on putting out,” she suggests. “That way you can test, look at results against each other, and really see what’s working. And so after those five segments, you can create something based on those learnings that’s even more meaningful for your audience.”

The quotes throughout this case study help the reader feel connected and invested in the story being told. Speaking of which…

4: Tell an Emotional Story

As I said in the introduction, there’s a simple story structure at the heart of all case studies. You almost can’t help but tell a story: Problem/Solution/Results. The trick, though, is to make your narrative emotionally engaging. 

Bringing in the customer voice is a good start. For even better results, trade your corporate voice — with its passive construction and dry, detached tone — for a more journalistic one. Find the human interest in the story and write about it with passion.

This ACLU case study from Pantheon brings in drama from the beginning: 

“In 2016, Marco Carbone, Associate Director of IT at ACLU, monitored the website intently as presidential elections drew thousands of times more traffic than normal. Although he had anticipated a surge in traffic, it was hard to imagine just how big it would be.”

Notice how this paragraph:

  • Places us at a moment in time
  • Introduces a protagonist
  • Creates tension

You can see Marco sitting at his computer, staring at the dashboard, hoping his site isn’t about to go down. It vividly illustrates that Pantheon doesn’t just sell web hosting — they sell peace of mind, too. 

Now imagine a typical intro for a case study like this:

“The ACLU needed a solution to make sure their site was robust enough to endure anticipated traffic spikes during the 2016 election. The organization had evaluated several services but was uncertain that their projected needs could be met. Their existing solution was underperforming.”

The same basic information — yet a world of difference in its emotional heft.

[bctt tweet=”“There’s a simple story structure at the heart of all case studies. You almost can’t help but tell a story. The trick, though, is to make your narrative emotionally engaging.” — Joshua Nite @NiteWrites” username=”toprank”]

5: Get Specific with Results (And Benchmark!)

The ideal case study ends with two things: Advice from the customer, and specific enumerated results. It’s not enough to say your solution shortened sales cycles, or reduced waste. It’s better to say, “Our customer shortened sales cycles to three weeks” or “reduced waste by four tons.”

But the best way to give results is with customer and industry benchmarks to compare to. Shortening sales cycles to 3 weeks is okay if the industry average is four weeks, but phenomenal if the average is three months. If the customer usually generates five tons of waste, reducing it by four tons is unbelievable progress — but far less impressive if they generate 400 tons. Providing these benchmarks gives your reader a clearer picture of what your results mean, and sets expectations for working with your company.

That’s why in our Tech Unknown case study we include industry benchmarks for podcast downloads, as well as brand averages for traffic and views. 

[bctt tweet=”“Providing benchmarks gives your reader a clearer picture of what your results mean, and sets expectations for working with your company.” — Joshua Nite @NiteWrites” username=”toprank”]

Customer Stories Don’t Have to Be Boring: Case Closed

Content marketers are empathetic, creative, dynamic writers. I pride myself on being able to find human interest in content for any client, whether its financial services, software-as-a-solution, or supply chain logistics. But when it comes to writing case studies, too often we fall back on that staid, bloodless corporate voice.

To keep your case studies compelling, make sure you’re writing for a reader, not just a potential sale. Be passionate, tell a human story, and offer value beyond just proving your product’s benefits. A journalistic eye and genuine empathy for your reader will make your case studies more readable, relatable, and ultimately more effective.

* LinkedIn is a TopRank Marketing client.

The post From Mechanical to Meaningful: How to Optimize B2B Case Studies appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

Break Free B2B Marketing: Latane Conant of 6sense on Reinventing the CMO Role

Latane Conant

What’s in a job title? In my tenure as a marketer, I’ve met gurus who don’t live on mountaintops, ninjas who don’t know martial arts, and evangelists who don’t preach on Sunday. 

At worst, these creative job titles are pure puffery. But at best, they serve as a statement of purpose. I’m thinking of titles like Shep Hyken’s Chief Amazement Officer, or Ann Handley as Chief Content Officer: They tell us something about what the person — and their organization — values.

Latne Conant from 6sense has a subtly unusual job title: Chief Market Officer. She dropped the ‘ing’ from ‘Marketing,’ and that tiny change signals a major shift in the way she approaches her job. Instead of focusing on the verb of marketing — what tactics to deploy to reach an audience —  her job is to deeply understand the market, the people her brand is trying to reach.

For Latane, getting rid of that ‘ing’ makes all the difference in turning marketers into revenue-generating dynamos. In her Break Free B2B interview with our president and co-founder Susan Misukanis, Latane elaborated on how 6sense’s approach is unique, what technologies they use, and how they’ve achieved some truly impressive results.

“If I am engaging accounts more effectively than my competition, I will generate more pipeline, I’ll win more often, I’ll have bigger deals, and I will set my relationship off with those customers better.” #B2BMarketing @LataneConant… Click To Tweet

Break Free B2B Interview with Latane Conant

Timeline and Highlights

:58 – How can CMOs better understand customer insight in the age of the “dark funnel?”

2:52 – Changing focus from the tactics of marketing to knowing your audience

4:00 – The Chief Market Officer – losing the “ing”

6:45 – Not accepting limitations in pursuing a career

7:29 – Getting what you want is easy; knowing what you want is hard

8:30 – The Fun Factor in managing a team

9:00 V2MOM and organization

10:15 – If you’re not effing up, you’re not pushing the envelope hard enough

12:21 – Inverting the org chart — leading from the bottom

13:45 – Leads are not the primary measure of success

16:10 – Marketing is a revenue team

17:25 – Engagement is the new oil

18:45 – The new standard for marketing executives

Susan:

You were recently quoted saying that today’s CMOs need to be the masters of understanding customer insights and putting them to use. So are CMOs progressing in this area of insights, or is it just still a massive black hole, and that’s why you’re preaching? 

Latane:

Well, first of all, I hope I would never seem preachy, because we are all in this together, we’re all in the black hole together. I think the challenge that we have is only 13% of sales and marketing teams have any confidence in their data, because it’s primarily opportunity data in CRM, or it’s map data, which is basically lead-based. 

And if you think about the buying journey, most of it happens anonymously, or what we at 6sense call your “dark funnel.” So that’s where all the rich research is really happening. 

No one’s coming to your website and downloading your content anymore. It’s also a buying team. It’s not a lead or contact, and buyer journeys aren’t linear. So you think about this new modern buying journey, which is anonymous. It’s a buying team, not a leader contact, and it’s not linear. And you look at the tools that we have at our disposal as CMOs, and it’s sort of like we are a Model T trying to get to the moon. 

And so thinking about the black hole, it’s really looking for platforms that are AI and big data based. Because at the end of the day, even if you’re amazing, your data is gonna suck, and it’s okay. So I think admit that all our data sucks. Yeah, we’ve got to marry our data up with a much bigger platform and be able to understand that anonymous activity so we have a true picture of this nonlinear buying journey. Once you have that, you can start to re-imagine a better what I call prospect experience.

Susan:
How do you manage your teams and get them motivated? How do you hold the bar where you hold it?

Latane:
I would say the first thing is I’m clear that my expectations are high. And I’m very clear in the interview process, that my expectations are going to be very, very high. And you have to want that! Some people don’t want that. So the first thing is, do you want to do good work or do you want to do great work? And it is okay if this is not the gig for you. So I think that’s the first level of it.

The second level of it is, I really believe in having fun. So my old CEO, Chris Barban, taught me this: He said, eight out of 10 working days, you must be having fun. And that’s we call the fun factor. And so everyone on my team, what’s your fun factor? And if it’s not an eight, what’s going on, but it’s also up to me to bring the fun, right? To say, hey, let’s go grab a soulcycle class or let’s go for a run or let’s — you know what, we’re all strung out — let’s do something fun together. So, I think having fun and enjoying each other is allowed. We laugh a lot. We joke around a lot. 

And then the third really key thing for me is a strategic planning process that I use called V2MOM. And it originated with Salesforce. But it’s now really popular — a lot of tech companies use it and I’ve used it at two companies now, and two of the boards that I work on have adopted it, and it’s all about prioritization. 

I don’t know if I can cuss on this show, but I consulted The CMOs that I work with, from an advisory perspective, I say you have to know what you give an F about. And know what you don’t give an F about, because you can’t give an F about everything. So what V2MOM forces is everything is time-bound, and everything is prioritized. 

So I have high expectations for these things. I don’t care. Don’t wait. Like, if you’re spending one second over there — that’s not going to be an excuse for missing on this. And we all agree to those priorities every single quarter. So it’s very clear what we’re doing and we’re gonna do it right.

Latane:
I actually just changed my title to Chief Market Officer. And it’s an important distinction that a lady who was actually on our board — who’s amazing, her name is Christine Heckard, And she’s been a CMO. And now she’s the CEO. And she’s talked a lot about the role of the CMO. And we have gotten ourselves really mired down in ‘ing.’ “I did a blog, I did webinars, look at all these MQLs I pass to sales, here’s my funnel, here’s my tech stack.” That is all ing ing ing. 

Her challenge to CMOs is to redefine that. We are the seat at the table that needs to understand the market. That is customers today and customers tomorrow. That’s why this audience-first approach and understanding the market, then you can apply the ing. But it’s not a cheap financing offer sir or cheap selling officer. We sort of diminished our role by not taking that seat at the table. 

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few more highlights from this season:

Break Free B2B Marketing: Latane Conant of 6sense on Reinventing the CMO Role

Latane Conant

Latane Conant

What’s in a job title? In my tenure as a marketer, I’ve met gurus who don’t live on mountaintops, ninjas who don’t know martial arts, and evangelists who don’t preach on Sunday. 

At worst, these creative job titles are pure puffery. But at best, they serve as a statement of purpose. I’m thinking of titles like Shep Hyken’s Chief Amazement Officer, or Ann Handley as Chief Content Officer: They tell us something about what the person — and their organization — values.

Latne Conant from 6sense has a subtly unusual job title: Chief Market Officer. She dropped the ‘ing’ from ‘Marketing,’ and that tiny change signals a major shift in the way she approaches her job. Instead of focusing on the verb of marketing — what tactics to deploy to reach an audience —  her job is to deeply understand the market, the people her brand is trying to reach.

For Latane, getting rid of that ‘ing’ makes all the difference in turning marketers into revenue-generating dynamos. In her Break Free B2B interview with our president and co-founder Susan Misukanis, Latane elaborated on how 6sense’s approach is unique, what technologies they use, and how they’ve achieved some truly impressive results.

[bctt tweet=”“If I am engaging accounts more effectively than my competition, I will generate more pipeline, I’ll win more often, I’ll have bigger deals, and I will set my relationship off with those customers better.” #B2BMarketing @LataneConant @6senseInc” username=”toprank”]

Break Free B2B Interview with Latane Conant


Timeline and Highlights

:58 – How can CMOs better understand customer insight in the age of the “dark funnel?”

2:52 – Changing focus from the tactics of marketing to knowing your audience

4:00 – The Chief Market Officer – losing the “ing”

6:45 – Not accepting limitations in pursuing a career

7:29 – Getting what you want is easy; knowing what you want is hard

8:30 – The Fun Factor in managing a team

9:00 V2MOM and organization

10:15 – If you’re not effing up, you’re not pushing the envelope hard enough

12:21 – Inverting the org chart — leading from the bottom

13:45 – Leads are not the primary measure of success

16:10 – Marketing is a revenue team

17:25 – Engagement is the new oil

18:45 – The new standard for marketing executives

Susan:

You were recently quoted saying that today’s CMOs need to be the masters of understanding customer insights and putting them to use. So are CMOs progressing in this area of insights, or is it just still a massive black hole, and that’s why you’re preaching? 

Latane:

Well, first of all, I hope I would never seem preachy, because we are all in this together, we’re all in the black hole together. I think the challenge that we have is only 13% of sales and marketing teams have any confidence in their data, because it’s primarily opportunity data in CRM, or it’s map data, which is basically lead-based. 

And if you think about the buying journey, most of it happens anonymously, or what we at 6sense call your “dark funnel.” So that’s where all the rich research is really happening. 

No one’s coming to your website and downloading your content anymore. It’s also a buying team. It’s not a lead or contact, and buyer journeys aren’t linear. So you think about this new modern buying journey, which is anonymous. It’s a buying team, not a leader contact, and it’s not linear. And you look at the tools that we have at our disposal as CMOs, and it’s sort of like we are a Model T trying to get to the moon. 

And so thinking about the black hole, it’s really looking for platforms that are AI and big data based. Because at the end of the day, even if you’re amazing, your data is gonna suck, and it’s okay. So I think admit that all our data sucks. Yeah, we’ve got to marry our data up with a much bigger platform and be able to understand that anonymous activity so we have a true picture of this nonlinear buying journey. Once you have that, you can start to re-imagine a better what I call prospect experience.

Susan:
How do you manage your teams and get them motivated? How do you hold the bar where you hold it?

Latane:
I would say the first thing is I’m clear that my expectations are high. And I’m very clear in the interview process, that my expectations are going to be very, very high. And you have to want that! Some people don’t want that. So the first thing is, do you want to do good work or do you want to do great work? And it is okay if this is not the gig for you. So I think that’s the first level of it.

The second level of it is, I really believe in having fun. So my old CEO, Chris Barban, taught me this: He said, eight out of 10 working days, you must be having fun. And that’s we call the fun factor. And so everyone on my team, what’s your fun factor? And if it’s not an eight, what’s going on, but it’s also up to me to bring the fun, right? To say, hey, let’s go grab a soulcycle class or let’s go for a run or let’s — you know what, we’re all strung out — let’s do something fun together. So, I think having fun and enjoying each other is allowed. We laugh a lot. We joke around a lot. 

And then the third really key thing for me is a strategic planning process that I use called V2MOM. And it originated with Salesforce. But it’s now really popular — a lot of tech companies use it and I’ve used it at two companies now, and two of the boards that I work on have adopted it, and it’s all about prioritization. 

I don’t know if I can cuss on this show, but I consulted The CMOs that I work with, from an advisory perspective, I say you have to know what you give an F about. And know what you don’t give an F about, because you can’t give an F about everything. So what V2MOM forces is everything is time-bound, and everything is prioritized. 

So I have high expectations for these things. I don’t care. Don’t wait. Like, if you’re spending one second over there — that’s not going to be an excuse for missing on this. And we all agree to those priorities every single quarter. So it’s very clear what we’re doing and we’re gonna do it right.

Latane:
I actually just changed my title to Chief Market Officer. And it’s an important distinction that a lady who was actually on our board — who’s amazing, her name is Christine Heckard, And she’s been a CMO. And now she’s the CEO. And she’s talked a lot about the role of the CMO. And we have gotten ourselves really mired down in ‘ing.’ “I did a blog, I did webinars, look at all these MQLs I pass to sales, here’s my funnel, here’s my tech stack.” That is all ing ing ing. 

Her challenge to CMOs is to redefine that. We are the seat at the table that needs to understand the market. That is customers today and customers tomorrow. That’s why this audience-first approach and understanding the market, then you can apply the ing. But it’s not a cheap financing offer sir or cheap selling officer. We sort of diminished our role by not taking that seat at the table. 

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few more highlights from this season:

 


Source: SEO blog