Agosto, 2021

Lenovo ThinkPad X1 Nano: piccolo, sottile ma completo

ThinkPad X1 Nano è un notebook compatto pensato per le esigenze del professionista, alla ricerca di un PC portatile che sia facile da trasportare, potente, ben rifinito e robusto. Se a questo aggiungiamo uno schermo da 13 pollici con rapporto 3:2 tra i lati ecco la ricetta vincente per la produttività, con i soli due limiti delle poche porte e del prezzo che è non popolare

Cyberbullismo: online una guida di facile consulto su tutele

Per tutelare i minori vittime di cyberbullismo sul web, il Garante rilascia un’infografica di facile consulto sulla legge n.71/2017.

elevate-b2b-marketing-always-on-influence

How to Elevate Post Pandemic B2B Marketing with Always-On Influence

Always-On B2B Influencer Marketing

As we collect data for the new State of B2B Influencer Marketing Report, it remains to be seen whether last year’s 96% of B2B marketers feeling confident about influencer marketing will come out, especially after the effects of the pandemic. With the shift in B2B go to market models towards digital first, influencer engagement has increased for many marketers as an alternative to spending on field marketing, real-world events and trade shows.

As B2B buyers increasingly rely on digital sources of information, stats like 74% of B2B marketers say influencer marketing impacts customer and prospect experience, become even more important. While that confidence before and since the pandemic has opened doors to many more B2B brands experimenting with, piloting and becoming more familiar with influencer engagement, that increase in activity has increased competition. So how can B2B brands raise the bar on their influencer marketing efforts?

Here’s a pretty compelling statistic from the State of B2B Influencer Marketing Research Report:

12X more B2B marketers are very successful running Always-On influencer programs vs. those who engage periodically.

Always-On Influencer Marketing is the practice of ongoing relationship building, engagement and activation of a specified group of influencers to build community, content and brand advocacy. The importance of Always-On influence is more important than ever in a customer centric world of B2B Marketing. As Brian Solis, Global Innovation Evangelist at Salesforce says,

“Always-On thought leadership and influence are more important now than ever because the customer never turns off.” @briansolis

In our research and survey of hundreds of B2B marketers, we found some key benefits of an Always-On approach to working with B2B influencers:

75% Increased views of brand content
70% Improved credibility of brand content
60% Increased share of voice
55% Increased media mentions of brand
50% Increased brand advocacy

Always-On Influence Builds Momentum in B2B Marketing

The great irony of how many B2B brands work with influencers and an Always-On approach is that many marketers see influencer marketing the same as buying advertising on-demand. They want to work with influencers only when they need them to amplify content for a campaign. That’s just not how it works – engaging with influencers only when you need them to do something for you.

Influencers are people and Influencer Marketing is a relationship business. An Always-On approach to working with influencers still involves campaign level activations, but also a planned and persistent effort to intelligently using insights to monitor, engage and advance mutual goals between the brand and influencers. Smart B2B marketers apply Always-On best practices like ongoing nurturing, repurposing of influencer content, micro-activations, public and private influencer engagement, development of an influencer community and inspiring organic advocacy.

What does Always-On B2B Influencer Marketing look like in action?

LinkedIn has built relationships with a 75+ strong sales and marketing influencer community of industry professionals using an Always-On approach to influencer engagement.

Starting with an Always-On focused approach in the influencer marketing strategy, influencers were researched according to criteria, qualified and engaged. Then rather than activate them all for a short term campaign, those influencers were nurtured and activated on an ongoing basis through varying types of content tactics ranging from simple social interactions to contributions to content and eventually building up (for some) to be featured in marketing assets on the LinkedIn platform itself.

LinkedIn Always-On Influencer activations:

Social First Influencer Content on LinkedIn
Influencer Interviews
eBook Contributions
In-Person Event to Co-Create Content
Conference Mixers
Ongoing Social Nurturing

Results from an Always-On approach over a small slice of time include:

2,000+ brand mentions by influencers & networks
84 Million in social reach through influencer shares
200-450% above benchmark social engagement

LinkedIn is very much in tune with how they want to be known in the industry and what that reputation, thought leadership and credibility means in combination with the importance of authenticity and trust. Developing relationships with the people who are actively driving conversations, opinions and actions in the industry empowers both LinkedIn with an on-demand community of advocates as well as the influencers who gain even greater credibility through association with the LinkedIn brand and the quality of the content collaborations.

“An Always-On approach means the relationship ceases to be “transactional”. Because of this foundation, we’ve been able to immediately activate influencers for external, public-facing advocacy and amplification.” Garnor Morantes, Group Marketing Manager, LinkedIn

Using an Always-On approach to engaging B2B influencers can help marketers achieve some important outcomes, especially with a digital first focus by customers on where they discover, consume and engage with credible information to make purchase decisions:

Strengthen brand awareness
Improve industry credibility
Warm the market for biz dev & sales
Drive demand & lead gen with content
Inspire word of mouth advocacy
Build trust for the brand & solutions
Become the best answer for the brand’s areas of expertise

To learn more about Always-On Influencer Marketing check out our influencer marketing series of posts or talk to one of our experts at TopRank Marketing where we’ve worked with numerous mid-market and enterprise B2B brands to create marketing experiences that inspire.

“TopRank Marketing is the Gold Standard when it comes to B2B Influencer Marketing.”
@BrianSolis, Global Innovation Evangelist at Salesforce

The post How to Elevate Post Pandemic B2B Marketing with Always-On Influence appeared first on B2B Marketing Blog – TopRank®.

Celebrating five years of Google for Startups in Brazil

An inspiring song here in Brazil goes: “Um passo à frente e você não está mais no mesmo lugar”— a step forward, and you’re not in the same place anymore. While singer Chico Science passed away before the tech boom, his words predicted the rapid transformation of the Brazilian startup world over the past half-decade.

When we opened Google for Startups Campus Sao Paulo in 2016, Brazil was in a deep recession. Only slightly more than half of the population had access to the Internet, let alone used it daily. International funds were skeptical of the growth of our mere 5,000 startups, none of which were “unicorns” (companies valued at over $1 billion).

Just five years later, there are now 141.6 million internet users in Brazil, now the world’sfifth-largest online population. The 250+ startups in our network have created more than 15,000 jobs and raised more than BRL 35 billion (USD $7 billion). Google for Startups Brazil has trained more than 30,000 entrepreneurs at more than 1,500 in-person and virtual events. The local startup ecosystem is growing so rapidly that in the three months since we finalized our five-year impact report the number of Brazilian unicorn startups has grown from 15 to 17, including six companies that graduated from Google for Startups programs.

The story of Google in Brazil is deeply connected to this tech transformation. Our presence in the country kickstarted with theacquisition of local search engine startup Akwan. Ever since, Google for Startups’ mission has been very intentional: to help founders solve Brazil’s biggest challenges. Startups like fintech giant Nubank, which became the biggest digital bank in the worldby offering underbanked Brazilians fee-free credit cards; health-tech gamechangers like Vittude, which is making mental health care accessible to all; resources likeContabilizei that empower Brazilians to tackle bureaucracy; and digital platforms like Trakto that have reignited regional economies by helping local entrepreneurs learn digital skills.

Four startup employees stand alongside a Google “Super G” indoors at a Campus São Paulo event.

Trakto cofounders Paulo Tenório and Jorge Henrique with Trakto developer Renato Teixeira
A woman sits at the desk smiling at the camera.

Vittude CEO Tatiana Pimenta
Two men and a woman stand facing the camera, smiling.

Nubank cofounders David Vélez, Edward Wible, and Cristina Junqueira
A man sits in a startup office with hands folded facing the camera.

Contabilizei CEO Vitor Torres
Black and white photo of a large group of people in a startup office, smiling and facing the camera.

Google founders Sergey Brin and Larry Page with the team of Brazilian startup Akwan (including founder Berthier Ribeiro-Neto) in 2005.

And who becomes a founder is changing, too. 88% of the startups in our network have women in leadership positions, 53% have a leader who identifies as LGBTQIA+, and 58% counted at least one Black leader. While these are steps in the right direction, we still have a long way to go to level the playing field for aspiring entrepreneurs of all backgrounds. Over 56% of Brazilians self-identify as Black, but one-third of Black entrepreneurs in Brazil report being denied funding. So last year we launched the Google for Startups Black Founders Fund—the first of its kind in Brazil—to not only boost racial diversity in the startup ecosystem but also create economic opportunity for all Brazilians by supporting high-growth, Black-led companies.

The past year also brought unprecedented devastation — and digital transformation — across our country. There have been more than 20 million cases of COVID-19 and over 570,000 deaths in Brazil, and unemployment hit an all-time high in March. Startups from the Campus Sao Paulo community fueled economic recovery by creating 2,000 jobs in 2020, a 33% increase over 2019. “The Google brand helped us forge relationships of trust,” said Lincoln Ando, CEO of idwall, a security tech startup that graduated from Google for Startups Residency and Accelerator programs and raised $38M during the pandemic. “We still have a lot to achieve in Brazil, but we see a big opportunity to take our mission even further.”

Grazie agli sconti di settembre, i prezzi delle mascherine FFP2, FFP3 e chirurgiche su Amazon scendono a prezzi mai visti prima.