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Easing the path to digital transformation
notizie dai blog
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Easing the path to digital transformation

As a former director of business strategy for The Atlantic, Eric Rosato knows a few things about building a successful news business. Now he lends his strategic acumen to thousands of news organizations across the globe for the Google News Initiative’s Digital Growth Program. We talked to Eric about the value of journalism to society and why sometimes the best thing you can do for your business is talk about it.

How did you get interested in news publishing?

There was a point where I decided if I was going to build a career in an industry, I wanted that industry to be bigger than me, the value of it to be bigger than me. That journalism has value to society, that it’s key to a functioning democracy to have an informed citizenry – that’s what motivated me, to know that this purpose is bigger than just me and my work.

What’s different about working for Google?

At Google, it’s the same sense of mission, but doing it at scale. Everyday I have a moment with a publisher that reinforces that mission and that sense of purpose, and it’s not just one publisher, it’s many publishers — thousands, actually, in countries all over the world.

What is the Digital Growth Program, and what’s your role?

The Digital Growth Program, within the Google News Initiative, supports small to midsize publishers in tackling digital transformation. We offer a range of resources covering five critical areas in digital publishing: reader revenue, audience development, advertising revenue, product and data. And all of these resources we developed working with subject matter experts, associations and, of course, publishers.

My role on the team is to help ideate, launch and execute programs. I also work to better understand the impact we’re having and to see how we can improve.

Dana Peck of The AFRO.

10:25

What did you learn in your previous work that you apply at the Google News Initiative?

A lot of the challenges the publishers I work with now are the same challenges I faced at my last job, albeit at a different scale. At the heart is the same question: “We need to reach different audiences. How, from a business perspective and from an editorial perspective, are we going to do that?”

Two practices that are equally valuable for publications at any scale are first, to experiment and not be too precious. Your business will be better off if you try new approaches that allow you to learn from failure and build on success. The second is to work at identifying what your audience wants and how they want to interact with your brand.

There’s a lot of focus in the industry right now on deeper audience relationships. How does that benefit smaller and local publications?

I think small publishers serving local communities are well positioned to earn audience trust because they know what their communities need. And there’s value in those relationships.

A lot of publishers get hung up on the fact that they don’t have a national audience to entice advertisers. One of the biggest mindset shifts that we’ve encouraged publishers to make is to believe that their audiences, what they do in their communities and the journalism they produce have real value to advertisers. That if they have that deep community relationship, they can sell on that value versus just selling on reach.

Will Medina of Prensa Arizona

10:25

Are there any promising developments you see across the news industry?

The discourse around news has been difficult to navigate over the past few years. But the benefit is there has been a heightened focus on the value of news and of a healthy, diverse news ecosystem. And that has resulted in a lot of collaboration. For example, I think there’s been a real sense of the pandemic as a common enemy, and publishers have banded together to try to combat that enemy. Seeing publishers work together, crowdsourcing and sharing solutions and best practices to help each other through this moment is incredibly rewarding.

How important is it for publishers to have that kind of peer support?

We’re told time and again by the publishers we engage with that hearing from their peers is a top need. Anytime we introduce an idea, the first questions are, “Has someone else done this? What worked and what didn’t work? Can I do that for my publication?” So it’s really a priority for us to provide benchmarks and publisher examples. And in our Lab programs, we want to make sure that we create a strong sense of cohort so publishers keep talking to each other. That’s part of the value of the GNI – to bring publishers together and create a kind of town square where those conversations can happen.

20 Luglio 2022
10+ B2B Influencer Marketing Predictions From Top Experts & Influencers
notizie dai blog
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<div>10+ B2B Influencer Marketing Predictions From Top Experts & Influencers</div>

10 B2B influencer marketing predictions collage image

10 B2B influencer marketing predictions collage image

What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in the push to 2023 and beyond?

With the recent launch of our all-new 59-page 2022 B2B Influencer Marketing Research Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology platform executives.

The popularity of influencer marketing is on the rise, as 85 percent of respondents to our extensive survey expect activity to increase over the next year, with B2B marketers increasing their level of maturity and sophistication and shifting towards always-on, relationship-based influencer communities.

Let’s jump right in and take an eye-opening look at the future and power of B2B influence from 10 of the world’s top experts and influencers.


(Click Through For More Predictions)

10+ B2B Influencer Marketing Predictions From Top Experts & Influencers

Tamara McCleary
Tamara McCleary
CEO
Thulium
@TamaraMcCleary
“Skeptical of leadership, brands, and conventional authority, buyer perceptions have changed making relationships a critical piece of the marketing ROI equation. People make purchasing decisions based on recommendations and perceptions of people (not brands) they respect and trust. Influencers will be essential for humanizing B2B brands in 2022.”

Pierre-Loïc Assayag
Pierre-Loïc Assayag
Founder and Chief Executive Officer
Traackr
@pierreloic

“Rising costs of digital advertising and crowded markets make it more important for businesses to find more meaningful ways to market to their buyers. The future belongs to businesses who find creative, authentic, and transparent ways to partner with influencers to elevate their own brand and reach audiences where they want to be.”

Hana Benkirane
Hana Benkirane
Senior Marketing Manager
LinkedIn Sales Solutions

“Influencer marketing will continue to play a critical role for B2B brands and their go-to-market strategies. The power lies in building authentic relationships with like-minded influencers who can amplify your brand’s message to existing and future customers.”
Jay Baer
Jay Baer
Keynote Speaker, Best Selling
Author and Founder
Convince & Convert
@JayBaer

“With competition for influencers skyrocketing, brands will make longer term commitments to preferred influencers, working with them on comprehensive programs. In turn, influencers will make non-compete commitments to specific brands. The same way Matthew McConaughey cannot endorse Lincoln and Toyota, B2B influencers will need to tie their influence to one competitor per industry.”

Kevin Jackson
Kevin Jackson
Best Selling Author and
Senior Vice President Channel Sales
Total Network Service
@Kevin_Jackson

“Like every other new business, the rapid and broad-based adoption of influencer marketing has demanded a much higher level of professionalism and innovation.
Influencers must not only tailor their message to address their target audience’s primary business challenges, but they must also make themselves available for interactive exchanges via multiple social media communications channels.”


Click Play – This post is brought to you by the 2022 State of Influencer Marketing Research Report – Check out the preview here or download the FULL Report.

Amisha Gandhi
Amisha Gandhi
SVP Marketing
Tipalti
@AmishaGandhi

“The future is all about integrated marketing and customer experience. Marketers will need to plug the influencer component into the complex process of B2B purchasing cycles across all the touch points (from blog content to gated experiences to ABM to advocacy) to drive engagement and ROI.”

Angela Lipscomb
Angela Lipscomb
Influencer Relations Manager
SAS

“B2B brands will start looking to new platforms to help reach a millennial and Gen Z audience. TikTok creators will join traditional technology influencers on the ‘influencer starting team.’ Influencer managers will need to learn the nuances of working with these creators, but the basics will always hold true of being authentic, collaborative and relationship-oriented.”

Theodora Lau
Theodora Lau
Author, Founder
Unconventional Ventures
@psb_dc

“I believe storytelling will gain prominence in B2B marketing as brands seek to connect to their audience in new and different ways; and we have a unique opportunity to help shape the stories through a lens of shared purpose and vision of the future.”

Jon Leiberman
Jon Leiberman
Vice-President of Content, Social and
Influencer Marketing
Demandbase
@reporterjon

“Do you want people to actually pay attention? Then use video. Words spoken directly from the mouths of influencers resonate in a way that words on a screen do not. B2B will continue to more closely resemble B2C when it comes to using video as a tool for influence.”

Tim Williams
Tim Williams
CEO
Onalytica
@williamstim
“Influencer marketing is now an essential part of B2B marketing strategy yet influencers and brands are still working out the best ways to collaborate. Technology is now required to mature the industry by setting the engagement standards and streamlining influencer activation and management.”

The Future of B2B Influencer Marketing: Learn More

As these insightful predictions from Tamara, Pierre-Loïc, Hana, Jay, Kevin, Amisha, Angela, Theodora, Jon, and Tim show, the future of B2B influencer marketing is a bright one.

Thanks to each for sharing helpful insight on what the future holds for successful B2B influencer marketing.

To help you easily connect with and follow all of the top B2B influencer marketing experts we’ve featured here, plus all of the other leading subject matter experts featured in our 2022 B2B Influencer Marketing Research Report, be sure to follow the handy Twitter list we’ve created.

You can also gain additional insights from the report by following the 20 B2B influencer marketing experts it features — which our CEO Lee Odden recently shared in “Spotlight on Talent: 20 B2B Influencer Marketing Experts to Follow in 2022 and Beyond” — and by getting an introduction to some of the key take-aways it contains by checking out our “Infographic: 20 Key Insights From The 2022 B2B Influencer Marketing Report.”

You’ll find much more about the future of B2B influencer marketing and its power in relationship building, creating influencer communities, internal executive influence and more in our all-new 2022 B2B Influencer Marketing Research Report. It’s 59 pages are rich with survey insights, case studies from B2B brands, a list of 20 top influencer marketing practitioners from major B2B brands, and much more.

Get started now and explore our all-new 2022 B2B Influencer Marketing Report preview, or jump right in and download the full data-packed report PDF.

Download 2022 State of B2B Influencer Marketing Report

The post 10+ B2B Influencer Marketing Predictions From Top Experts & Influencers appeared first on B2B Marketing Blog – TopRank®.

20 Luglio 2022