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B2B marketers are facing more and more challenges. We are asked to do more with less, cultivate human connection balanced with high-tech experiences, all with the threat of artificial intelligence (AI) coming for our jobs.

Staying ahead of trends, finding efficiencies that drive impact, maintaining a growth mindset and looking for inspiration are ways TopRank Marketing commits to our missions to elevate the B2B marketing industry. All of this is fueled by community: seeking, creating and engaging in the B2B marketing community of brands and thought leaders doing the work and sharing their highs and lows throughout the journey.

This week, our team had the opportunity to attend the annual B2B Marketing Exchange conference in Scottsdale, Arizona. Talk about community — this event was packed with experts, topics and opportunities to connect and collaborate. In case you missed the conference, here are a few highlights and top takeaways:

Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To Creativity

Pam Didner, vice president of Relentless Pursuit, set the conference tone on day one talking about all aspects of AI and its impact on B2B marketing today — from content creation and campaign structure to audience mapping. Our CEO Lee Odden shared a sneak peek of this session and a deeper dive into the topic last week. Check out the speaker spot here. 

It was great catching up with Pam in person!

Well, There Goes My Buyer’s Journey…

Sphere Strategy CEO Jeff Marcoux opened the first general access day talking about the changes we are seeing in the world, brands, markets and audiences. He taught the group the importance of engaging the whole account in the go-to-market (GTM) strategy, how to pivot account-based-marketing (ABM) to cover demand and best practices for metrics for the ideal customer profile (ICP). Read the full speaker spotlight here. 

Who do B2B marketers need to influence across the sales journey?
– End users and influencers
– Decision makers
– Friendly due diligence team
Jeff Marcoux #b2bmx pic.twitter.com/u7bskWidUz

— Lee Odden – B2B Marketing (@leeodden) February 28, 2023

“You don’t need to be Coke to the world. You need to be Coke to the customers you care most about.” @jeffmarcoux #b2bmx pic.twitter.com/EfDALa10nJ

— Lee Odden – B2B Marketing (@leeodden) February 28, 2023

Learn How to Crack The Code on ABM & Intent Data

Dan Cafiero of Seagate Technology and TechTarget CMO John Steinert shared how they are working together to crack the code of AMB and intent data. They talked about the importance of marketing and sales alignment in ABM and the power of intent data. Check out the live blog post here with my three key takeaways from the presentation.

Top themes of sessions & conversations include all things AI, ABM, intent data + metrics that matter ? check out this #B2BMX live blog on Cracking The Code on ABM & Intent Data from @TechTarget and @DanCafiero from @Seagate on the @TopRank blog ?? https://t.co/QnPTEomTWg

— Katelyn Drake (@KB_Drake) March 1, 2023

Tired Of Chasing Vanity Metrics? Drive Better Marketing Outcomes & More Sales!

Sophia Agustina (IBM), Carol Mallia (Citrix), Nick Bennett (Airmeet), Danny Sachdev (Beeleads) presented on a panel moderated by Will Aitken (Lavender). These experts emphasized the need for data and goals that align with sales outcomes, the crucial role of personalization throughout the funnel, creating experiences that truly elevate your brand, connect and convert, as well as so much more. Check out my live blog with top quotes from the session. 

Are We Ready To Trust The Machines? Building A More Intelligent Content Stack With AI, Automation & Analytics

Phyllis Davidson from Forrester presented on the powerful triad of AI, automation and sophisticated analytics. She asked if we are ready to trust the machines and broke down the reasons we need to be ready to trust.

“Should B2B marketers trust AI? We may not be ready to trust but we should be ready to try.” @PhyllisMusings @forrester #b2bmx pic.twitter.com/RYHeMdYuAy

— Lee Odden – B2B Marketing (@leeodden) February 28, 2023

Now That We Have Your Intention: How Buyer-Level Intent Data Will Transform Your Marketing

Netline’s chief strategy officer, David Fortino, reminded us that accounts don’t make purchases — people do. He stressed that B2B marketers need to know who is searching for what and that buyer level intent leads directly to fast tracked sales dialogues.

Don’t play Marco Polo with your marketing. @David__Fortino says buyer-level intent = fast track to initiating a sales dialogue with your customers. @NetLine_Corp #b2bmx pic.twitter.com/mVtLbBoXNH

— Lee Odden – B2B Marketing (@leeodden) February 28, 2023

Cisco Enables Channel Partners to Win SMB Customers

Luxy Thuraisingam shared the recent shift in Cisco’s Global Partner Organization to accelerate growth.

SMBs are a huge opportunity for Cisco but brand perception had to be shifted. How? Cisco VP @Luxythu says by speaking the language of SMB: simple, relevant & transactional. #b2bmx pic.twitter.com/AbEqpc5vzA

— Lee Odden – B2B Marketing (@leeodden) February 28, 2023

Great takeaways from @Luxythu from @Cisco on B2B marketing to SMBs:
– Small business is BIG business
– Simple is hard, but worth it
– Invest to win through digital AND partners#b2bmx pic.twitter.com/8xq77Dgpq6

— Lee Odden – B2B Marketing (@leeodden) February 28, 2023

Here are a few more highlights and quotes from B2BMX:

Learning about ways that #B2Bmarketers are innovating from @weareMNTN‘s Ali Haeri ?

Is your #B2B brand utilizing less than obvious social channels like @Snapchat, @Reddit and @tiktok_us?! ?#b2bmx pic.twitter.com/lLjyfr50Pd

— Katelyn Drake (@KB_Drake) March 1, 2023

Wise words from a B2B brand CMO: “Stop focusing on activity and focus on impact.” Natalie Cunningham @Terminus pic.twitter.com/FJaf3QrQ72

— Lee Odden – B2B Marketing (@leeodden) March 1, 2023

Truth: “Marketing that creates emotions outperforms marketing that doesn’t.” @jaybaer #b2bmx Thanks Jay!!! pic.twitter.com/FXEkBGmzOK

— Lee Odden – B2B Marketing (@leeodden) March 1, 2023

Thank You B2BMX!

Thank you to all the amazing speakers and attendees that made this an amazing event! If you had the opportunity to attend, please let us know your favorite sessions and insights from the conference!

The post That’s A Wrap – Top Take-Aways from B2BMX 2023 appeared first on B2B Marketing Blog – TopRank®.

E-procurement sales top $1 trillion [B2B Marketplaces Report]
B2B buying within e-commerce channels experienced 18 percent growth during 2022, with B2B marketplace sales reaching $112 billion, while overall B2B e-commerce sites and apps reached $1.94 billion during 2022 — three of numerous findings of interest to B2B marketers contained in newly-published report data. Digital Commerce 360

B2B Marketers Remain Enamored with Content Marketing
62 percent of B2B marketers have highlighted content marketing as the channel with the highest return on investment (ROI) when it comes to producing leads, with 41 percent pointing to live events, 39 percent email, and 38 percent word-of-mouth, according to recently-released survey data. MarketingCharts

LinkedIn rolls out new relationship intelligence tools for B2B marketers and sellers
Microsoft-owned LinkedIn has released an array of new tools aimed at finding and fostering the most relevant B2B audience relationship on the professional social platform, with its new Relationship Explorer, along with other improvements including expanded Sales Navigator search functionality and new intent data, LinkedIn (client) recently announced. The Drum

OpenAI launches an API for ChatGPT, plus dedicated capacity for enterprise customers
With the release of its new application programming interface, OpenAI — the organization behind generative artificial intelligence (AI) chatbot ChatGPT technology, has begun courting greater business integration, while also launching API developer access to its automatic speech recognition system Whisper, OpenAI recently announced. TechCrunch

LinkedIn Adds More Ad Targeting Criteria, Provides Tips for Campaigns
LinkedIn has added more than 120 new product interest options for marketers using the platform’s advertising services, along with expanded service interests within its LinkedIn Economic Graph feature, the professional social platform recently announced. Social Media Today

Bing Webmaster Tools Adding Bing Chat & Index Coverage Reporting
Microsoft’s Bing search engine has begun rolling out an array of new integrated performance reporting data for its Bing Chat AI feature, which will make its way to the firm’s Bing Webmaster Tools, Bing announced recently at the Pubcon conference. Search Engine Roundtable

LinkedIn Adds New Visual Display Elements on User Profiles, Scheduling Tools for Newsletters
B2B marketers will have more options for highlighting content on LinkedIn user profiles, as videos, articles, images and additional content types have gained greater visibility with the rollout of LinkedIn’s newest user profile feature update, including the ability to more prominently feature LinkedIn newsletter content, the professional social platform recently announced. Social Media Today

Google Ads: New Features For Performance Max Campaigns
Google’s multi-channel advertising platform Performance Max has received an update that includes support for the specific exclusion of brands with new filtering options, along with a greater variety of performance reporting options, Google recently announced. Search Engine Journal

Only 25% of marketers report having all the data needed for personalization
49 percent of marketers have said that when it comes to having all the data they require to improve personalization efforts, they somewhat agree, with 25 percent strongly agreeing that they have the data they need, while just 26 percent noted not having access to as much personalization data as they would like — some of the findings included in newly-published marketing personalization data survey results. MarTech

Do B2B Demand Gen Priorities Differ This Year? [Report]
45 percent of largely U.S.-based B2B marketers have said that they see improved sales and marketing alignment as a top 2023 priority, with 41 percent pointing to having better ways to measure return-on-investment (ROI) on demand generation efforts, according to recently-released survey data of interest to B2B marketers. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “The AI Pivot” by Marketoonist Tom Fishburne — Marketoonist

If we plan to live on the Moon, it’s going to need a time zone — The Register

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• • TopRank Marketing — Four B2B Digital Marketing Predictions For 2023 — Forbes
  • Lane R. Ellis — This Week in Marketing: Influencing Customer Engagement — LinkedIn (client)

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Kathleen Booth @WorkMommyWork
Justin Gray @Jgraymatter
Maureen Blandford @MaureenB2B
John Jantsch @ducttape
Melissa Ariana Case @startabuzz

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

Have you come across a particularly pertinent B2B marketing news item for the week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below.

Thank you for taking the time to join us for the Elevate B2B Marketing News, and we hope that you will return next Friday for another arrayof the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post Elevate B2B Marketing News: LinkedIn’s New B2B Tools, ChatGPT Gets API, B2B Content Marketing Sees High ROI, & B2B E-Procurement Rises appeared first on B2B Marketing Blog – TopRank®.

Questa sera alle 20 sarò ospite di Banca Raiffeisen Valposchiavo per una serata pubblica sul tema delle banche e della sicurezza informatica dal punto di vista dell’utente e cliente; racconterò le mie esperienze nel settore e presenterò dati e consigli per operare in piena tranquillità con i conti bancari online. 

La serata si terrà al salone “La Torr” a Poschiavo e sarà moderata da Antonio Platz. Al termine della serata seguirà un rinfresco.