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Expand 2022 Marketing Success & Learn From Our Top 10 B2B Influencer Marketing Posts
In 2021 B2B marketers have witnessed a continuing rise in the power of influence, expanding on the explosion of interest in the practice of B2B influencer marketing over the past several years. With more savvy practitioners than ever going all-in, B2B influencer marketing has continued to be a primary focus on our blog throughout the year.
We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 19th year in 2022, and as an industry topping $20 billion annually, influencer marketing has grown in sophistication. The insight and expertise our team has acquired helping some of the top brands in the world including 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure influencer programs has often made it here to our blog. To help our blog community grow their influencer marketing knowledge, we’re happy to offer this list of our most popular influencer marketing posts of 2021.
Collaborating with influencers is something we do daily for clients and ourselves, and during the global health crisis influencer engagement has become even more central to our B2B content marketing solutions, alongside social media marketing, SEO, and other forms of digital advertising.
The 10 B2B influencer marketing posts that proved to be our most popular of 2020 are listed below. We hope that they will help you ask the right questions and provide truly best-answer solutions to some of the most important challenges we’ll all face in 2022.
We give a massive thank you to all of our blog authors for their work in advocating influencer marketing best practices, and to each of you who read our blog.
Our Most Popular Influencer Marketing Posts in 2021:
1. 50 Top B2B Marketing Influencers, Experts and Speakers To Follow In 2022 — Lane R. Ellis
Our annual list of 50 top B2B marketing influencers to follow offered a refreshing mix of professionals to learn from into 2022 and beyond, and it proved to be the most popular influencer marketing post of 2021 on our blog.
This year’s list highlighted the increasing importance of resonance over mere follower numbers, as audience size itself is not a predictor of a successful outcome, and we also placed increased importance on the degree to which each influencer’s social activity has driven engagement on the topic of B2B marketing among their audience.
Check out all of my posts here, and follow me on Twitter and LinkedIn.
[bctt tweet=”“The business landscape of 2021 includes a wealth of B2B influencers who are shaping the future of marketing for 2022 and beyond.” — Lane R. Ellis @lanerellis” username=”toprank”]2. Share Your Expertise in the 2021 State of B2B Influencer Marketing Survey — Lee Odden
Our CEO Lee Odden wrote the second most popular influencer marketing post of 2021 on our blog, introducing our 2021 B2B influencer marketing study.
How can you help shape the future of B2B influencer marketing? Join some of the top B2B brands in the world by taking the 2021 State of B2B Influencer Marketing Survey. As more B2B brands enter the realm of influence and grow more sophisticated with the practice, there are important questions to be answered, and in our second most popular B2B influencer marketing post of 2021, Lee explores them all.
Check out all of Lee’s 2,600+ posts here, and follow him on Twitter and LinkedIn.
[bctt tweet=”“Optimizing marketing experiences with influence represents one of the most important digital growth strategies in 2021 and beyond.” — Lee Odden @LeeOdden” username=”toprank”]3. 45 B2B Influencer Marketing Statistics to Optimize Your 2021 Marketing — Lee Odden
Our third most popular influencer marketing article of the year was also penned by Lee, who shared 45 key statistics to optimize your marketing — insights from our groundbreaking State of B2B Influencer Marketing Research Report, to help inspire meaningful engagement and community, motivate authentic brand advocacy, and boost influence among brand executives and subject matter experts
Whether you’re just getting started and considering a pilot project or are looking to optimize your existing influencer marketing efforts, this insightful post by Lee is chock full of data-backed B2B influencer marketing tactics.
[bctt tweet=”“Engaging with influencers provides a myriad of competitive advantages.” — Rani Mani, Head of Employee Advocacy at Adobe @ranimani0707″ username=”toprank”]4. 5 Examples of B2B Brands Rocking With Influence in 2021 — Lane R. Ellis
In the fourth most popular influencer marketing post of 2020, we looked at how influence helps B2B brands achieve success, and I shared how Dotgo, Mastercard, Google, Oracle, and Northwestern Mutual are rocking with the power of influence by engaging audiences and telling captivating brand stories.
[bctt tweet=”“Companies do need to be more customer-centric, deliver a better customer experience, personalize the content, align with sales, and measure themselves differently.” — Kelvin Gee of @Oracle” username=”toprank”]5. B2B Influencer Marketing Strategy: 5 Questions to Ask First — Lee Odden
What do B2B brands need to know before beginning their influencer marketing journey?
In our fifth most popular influencer marketing post of the year, Lee shared 5 top questions to ask first, from influencer engagement models and operational considerations to dark influence and more.
[bctt tweet=”“Influencer engagement is not simply an advertising buy or some kind of programmatic marketing tactic. It’s simultaneously dynamic and open to certain kinds of optimization and scale through process, operations and expertise.” — @LeeOdden” username=”toprank”]6. How to Scale B2B Influencer Marketing: Operations, Process and Technology — Lee Odden
How can you successfully scale B2B influencer marketing?
In our sixth most popular post of the year, Lee showed the strategy, process and technology to scale and optimize while still maintaining the highest levels of quality. This insightful piece will help B2B marketers learn the key B2B influencer operations that drive influence at scale.
[bctt tweet=”“The operations behind influencer marketing is the less glamorous yet essential side of relational business. You need to come up with a strategy, plan of action, and a process.” Ursula Ringham @UrsulaRingham” username=”toprank”]7. Top 5 Benefits of Influencer Marketing for B2B Brands — Lee Odden
What are 5 of the top benefits of influencer marketing for B2B brands?
From accelerating pipeline to boosting SEO, in our seventh most popular B2B influencer marketing posts of the year Lee shared the most impactful benefits that come from working with both external and internal influencers at B2B companies.
[bctt tweet=”“While many B2B marketers may skim the surface of what’s possible from working with influencers, those who can look a little deeper can find tremendous upside and value.” — Lee Odden @LeeOdden” username=”toprank”]8. How Successful B2B Marketers Integrate Influence in the Marketing Mix — Lee Odden
How does influence add value when integrated with B2B content marketing?
Lee explores the value of influencer content integration, and shares top opportunities for content that’s optimized for both findability and credibility, in this helpful article that was our eighth most popular B2B influencer marketing post of 2021.
[bctt tweet=”“Customers know authenticity when they see it and naturally trust humans more than brands. Working with credible B2B influencers helps to build brand authority through real, human conversations and interactions.” — Sarita Rao @saritasayso” username=”toprank”]9. 5 Ways B2B Marketers Sabotage Influencer Marketing Success — Lee Odden
Have you succumb to any of these 5 all-too-common approaches to B2B influencer marketing that end up sabotaging your strategy?
- Waiting to Recruit
- Believing the Hype
- Content Mismatch
- Transaction = Little Action
- Failure to Communicate
In our ninth most-popular B2B influencer marketing post of the year, Lee shared best practices to overcome each and achieve greater levels of expertise, empathy, and skill.
[bctt tweet=”“Avoiding bad practices is a strong first step to ensuring investments in influencer marketing programs result in expected returns.” — Lee Odden @LeeOdden” username=”toprank”]10. Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence — Lee Odden
What is the B2B content and influence connection?
In the tenth most popular B2B influencer marketing article of the year, Lee was joined by Ann Handley, chief content officer at MarketingProfs, for the kickoff episode of our #InsideB2BInfluence show’s second season. Together Ann and Lee explored confluence, the nature of influence, trends in influencer content collaboration, plus much more.
[bctt tweet=”“Everybody has influence, but not everybody has credibility.” — Ann Handley @marketingprofs” username=”toprank”]Thanks TopRank Marketing Readers & Writers
With that you now have our full list for 2021 — a powerful selection of the 10 most popular B2B influencer marketing posts to guide and inform your own B2B marketing in 2022.
We published dozens of posts this year specifically about B2B influencer marketing, and we plan to bring you even more in 2022, so stay tuned.
Please let us know which influencer marketing topics and ideas you’d like to see us focus on for 2022 — we’d be honored to hear your suggestions.
Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.
The post Expand 2022 Marketing Success & Learn From Our Top 10 B2B Influencer Marketing Posts appeared first on B2B Marketing Blog – TopRank®.
E se usassimo l’idrogeno per le auto? Parliamone
Ultimo aggiornamento: 2021/01/12 15:15.
Il video di Real Engineering che pubblico qui sotto fa il punto a proposito dell’idrogeno come alternativa alle batterie, non solo per la mobilità terrestre ma anche per l’aviazione, in termini di efficienza energetica. I dati risalgono al 2018, per cui non sono recentissimi e nel frattempo prezzi e tecnologie hanno subìto evoluzioni notevoli, però i concetti di fondo mi sembrano validi e Real Engineering di solito lavora bene.
Visto che molti mi chiedono di discutere la questione idrogeno per le auto, ho pensato di partire da questo video e pubblicarlo qui per creare un punto di discussione. Se avete idee, spunti, aggiornamenti e integrazioni o semplicemente qualche domanda, i commenti sono a vostra disposizione.
NOTA: Se commentate e ricevete un avviso che “Non è stato possibile pubblicare il tuo commento perché disinformatico ha bloccato il tuo account. Per saperne di più.”, non sono stato io a bloccarvi. Scrivetemi una mail per informarmi, così posso sapere quanto è diffuso il problema.
Dopo il video trovate il mio riassunto dei suoi concetti principali.
Sia l’auto elettrica a batteria, sia l’auto a idrogeno sono in realtà auto elettriche: entrambe sono spinte da un motore elettrico. La differenza sta nel modo di trasportare a bordo l’energia che muove quel motore.
In un’auto elettrica “tradizionale”, l’energia viene immagazzinata in batterie; in un’auto a idrogeno viene tenuta in uno o più serbatoi di idrogeno, che alimentano una cella a combustibile (fuel cell) in cui, nonostante il nome, non avviene nessuna combustione termica tradizionale e quindi le emissioni nocive sono minime. Questa cella genera elettricità che alimenta un motore elettrico.
Succede anche che per avere un’autonomia pari a quella delle batterie ti servono tre serbatoi voluminosi che rubano spazio a passeggeri e bagagli.
Le foto sono della nuova Toyota Mirai. pic.twitter.com/p1lKjtVfEM
— Leonardo (@leofala72) December 1, 2021
Entrambe le soluzioni eliminano l’inquinamento e le inefficienze dei motori a pistoni. Idrogeno ed elettricità per caricare le batterie possono essere entrambi prodotti con fonti a basso impatto ambientale e rinnovabili.
A prima vista l’idrogeno sembra molto più promettente. Se compresso, un chilogrammo di idrogeno contiene circa 40 kWh. Un chilo di batterie per auto contiene mediamente circa 0,167 kWh: 236 volte meno. Questo significa che è molto più facile costruire auto a idrogeno a lunga autonomia e molto leggere (e quindi più efficienti e capaci di andare più lontano con lo stesso consumo energetico). Per l’aviazione, dove il peso conta moltissimo, questa differenza di rapporto peso/energia è fondamentale.
Un’auto a idrogeno può rifornirsi in pochi minuti, mentre un’auto elettrica al momento richiede, nel migliore dei casi, almeno venti minuti per una carica che le dia autonomia significativa.
Ma l’idrogeno ha problemi notevoli se si considera l’intera filiera di produzione. Infatti attualmente costa molto più della corrente elettrica equivalente: il video, nel 2018, cita un costo di energia di 2,4 centesimi di dollaro/chilometro per un’auto elettrica (una Tesla Model 3) e un costo di 17,7 cent/km per l’idrogeno equivalente. Sette volte di più.
Produrre idrogeno, infatti, richiede moltissima energia.
- Negli Stati Uniti, la maggior parte della produzione avviene tramite steam reforming, un processo che combina vapore ad alta temperatura e gas naturale. Questo processo richiede molto calore ed è enormemente inefficiente, tanto che l’idrogeno prodotto in questo modo contiene meno energia del gas naturale di partenza. Inoltre questo processo è inquinante e dipende in ogni caso dal gas naturale.
- Un altro modo di produrre idrogeno è l’elettrolisi: la scissione dell’acqua in idrogeno e ossigeno tramite applicazione di una corrente elettrica. Questa corrente elettrica potrebbe essere generata tramite fonti pulite e rinnovabili, magari usando le eccedenze di produzione delle centrali, ma il procedimento ha una perdita di circa il 30%: in altre parole, l’idrogeno prodotto contiene solo il 70% dell’energia che si consuma per generarlo.
- Un terzo metodo è la PEMS (polymer exchange membrane electrolysis) o elettrolisi a membrana di scambio polimerica. Raggiunge efficienze dell’80% e consente la produzione in loco.
Le batterie, invece, hanno un’efficienza di circa il 99% come rapporto fra energia elettrica immessa ed energia immagazzinata dalla batteria. In termini di rapporto fra energia consumata complessiva per chilometro, l’idrogeno perde nettamente il confronto.
L’idrogeno va poi trasportato e immagazzinato. Se si elimina il trasporto con la produzione in loco le cose migliorano, ma resta il costo di immagazzinaggio.
Lo si può immagazzinare altamente compresso (790 atmosfere), ma la compressione richiede circa il 13% dell’energia contenuta.
In alternativa, lo si può raffreddare e rendere liquido, e questo permette di avere serbatoi meno pesanti di quelli pressurizzati. Ma le proprietà fisiche dell’idrogeno richiedono che la liquefazione avvenga a -253°C, e questo raffreddamento ha un costo energetico complessivo di circa il 40%. Per cui la pressurizzazione è il metodo meno inefficiente.
A questo punto c’è la questione del trasporto. La produzione in loco la elimina, ma un impianto piccolo locale è meno efficiente di un grande impianto, per cui il costo finale rischia di non essere molto differente. Se il trasporto avviene via autocisterna o condotte, le perdite energetiche possono variare dal 10 al 40%.
Il trasporto dell’energia elettrica che carica le batterie delle auto elettriche, invece, ha perdite energetiche di circa il 5%.
Combinando tutte queste perdite di generazione, immagazzinaggio e trasporto, insomma, l’idrogeno risulta essere molto inefficiente.
Non è finita: una volta generato l’idrogeno e immesso nel serbatoio dell’auto, bisogna convertirlo in energia elettrica. L’efficienza di questo processo è circa il 60%: il resto se ne va in calore.
Nelle batterie, invece, l’efficienza di conversione complessiva, tenendo conto delle perdite dovute alla trasformazione da corrente alternata a corrente continua e ad altri fattori, è circa il 75%.
Qui c’è uno schema pubblicato nel 2017 da Transport and Environment:
Electric vs hydrogen cars?
Battery electric cars are at least three times more efficient than hydrogen fuel cell cars due to energy losses. pic.twitter.com/Tj662mSmtZ— Transport & Environment (@transenv) August 22, 2017
In sintesi: al momento l’auto a idrogeno offre tempi di rifornimento rapidi e lunghe autonomie, ma a costi enormemente superiori a quelli di un’auto elettrica tradizionale.
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The path to Malaysia’s digital potential
When the COVID-19 pandemic hit, Mohd Zaid, from Kajang, Malaysia, felt the pressure of providing for his family in an uncertain environment. To bring in some extra income, he turned first to one of his personal passions — making soy wax candles infused with scented oils — and then he turned to the internet. After learning digital marketing skills through a Grow with Google course, Zaid was able to go beyond word-of-mouth sales and promote his candles online through Google Ads and Search. His revenue jumped 70%.
Zaid is one of a growing number of Malaysian entrepreneurs embracing a more digital economy. Technology has helped Malaysians through the economic effects of the pandemic, enabling people across the country to work, learn and run their businesses in new ways. According to the latest eConomy Southeast Asia report, 81% of all Malaysian internet users now use digital services — including three million people who’ve become new ‘digital consumers’ since the pandemic began. And business owners are adopting technology at a faster pace, using digital tools to serve their customers better. Over 40% of digital merchants in Malaysia believe their businesses wouldn’t have survived the pandemic without digital platforms (the highest proportion anywhere in the region).
Technology is equally important to Malaysia’s long-term future. According to a new report released by AlphaBeta, making the most of digital opportunities could create $61.3 billion in annual economic value for Malaysia by 2030. That’s the equivalent of about 17% of Malaysia’s GDP in 2020.
So the possibilities are enormous — but right now, Malaysia has some catching up to do. Only one-third of Malaysian businesses have a website, compared with 44% globally. The digital economy is also uneven. Some industries, like manufacturing, use technology far more intensively than others, like agriculture, while small businesses face a shortage of workers with the right skills.
Malaysia’s government has developed a Digital Economy Blueprint, aiming to position Malaysia as a regional technology leader by the end of the decade, and the AlphaBeta report sets out three priorities for getting there: digitalizing the public and private sectors, building the nation’s digital talent and promoting digital trade opportunities.
To help, Google Malaysia will continue to expand programs like Mahir Digital Bersama Google, which has already trained more than 36,000 Malaysian small businesses. We’ll keep working to close digital skills gaps through initiatives like Go Digital ASEAN (supported by Google.org and focused on marginalized communities) and AirAsia academy, which provides free digital courses for local small businesses. Through YouTube, we’ll expand our efforts to help Malaysian creators find global audiences and grow revenue for their businesses. And we’ll deepen our efforts with the Ministry of Education to improve digital learning in schools, laying the ground for the next generation of talent.
After a challenging period, I know we can look to the future with confidence — and technology is at the heart of the ambitions we share for our economy and society. We’re looking forward to playing our part in advancing Malaysia’s exciting digital potential together.
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Machine learning to make sign language more accessible
Google has spent over twenty years helping to make information accessible and useful in more than 150 languages. And our work is definitely not done, because the internet changes so quickly. About 15% of searches we see are entirely new every day. And when it comes to other types of information beyond words, in many ways, technology hasn’t even begun to scratch the surface of what’s possible. Take one example: sign language.
The task is daunting. There are as many sign languages as there are spoken languages around the world. That’s why, when we started exploring how we could better support sign language, we started small by researching and experimenting with what machine learning models could recognize. We also spoke with members of the Deaf community, as well as linguistic experts. We began combining several ML models to recognize sign language as a sum of its parts — going beyond just hands to include body gestures and facial expressions.
After 14 months of testing with a database of videos for Japanese Sign Language and Hong Kong Sign Language, we launched SignTown: an interactive desktop application that works with a web browser and camera.
SignTown is an interactive web game built to help people to learn about sign language and Deaf culture. It uses machine learning to detect the user’s ability to perform signs learned from the game.
Project Shuwa
SignTown is only one component of a broader effort to push the boundaries of technology for sign language and Deaf culture, named “Project Shuwa” after the Japanese word for sign language (“手話”). Future areas of development we’re exploring include building a more comprehensive dictionary across more sign and written languages, as well as collaborating with the Google Search team on surfacing these results to improve search quality for sign languages.
Advances in AI and ML now allow us to reliably detect hands, body poses and facial expressions using any camera inside a laptop or mobile phone. SignTown uses the MediaPipe Holistic model to identify keypoints from raw video frames, which we then feed into a classifier model to determine which sign is the closest match. This all runs inside of the user’s browser, powered by Tensorflow.js.
We open-sourced the core models and tools for developers and researchers to build their own custom models at Google IO 2021. That means anyone who wants to train and deploy their own sign language model has the ability to do so.
At Google, we strive to help build a more accessible world for people with disabilities through technology. Our progress depends on collaborating with the right partners and developers to shape experiments that may one day become stand-alone tools. But it’s equally important that we raise awareness in the wider community to foster diversity and inclusivity. We hope our work in this area with SignTown gets us a little closer to that goal.