Category "notizie dai blog"

Today’s B2B marketers have more challenges than ever, making it hard to cut through the noise and deliver results for their companies. In all of their efforts they must maintain a focus on connecting with new audiences, expanding their reach, and building relationships founded on a sense of mutual trust.

Here are a few examples of some of the biggest challenges today’s B2B marketers are facing:

• Finding ways to boost marketing efficiency: Marketers are often expected to achieve greater results with fewer resources, so finding ways to maximize efficiency is critical to achieve success within budgetary parameters.
• Increasing marketing impact: Marketers are expected to deliver a higher return on investment (ROI) on their marketing efforts.
• Improved experiences: Customers have higher expectations than ever before in a digital world, and those expectations will only continue to get higher. Marketers must fulfill those expectations by providing high caliber customer experiences.
• Being authentic: Customers also expect a certain level of authenticity, even in B2B interactions. Brands need to find ways to be more human in order to build increasing trust with their customers.

Using influencer marketing to overcome these challenges

One of the most effective ways to get past these substantial challenges is to invest in influence marketing.

By collaborating with experts who already have earned the trust of your audience, you can develop high-quality content that improves the customer experience, helps position your brand as a thought leader, and in turn earns new levels of trust.

Keep in mind that there is a big difference between who or what an influencer is in the B2B world versus the typical B2C world.

Many people hear the word “influencer” and think of a celebrity or notable figure who has a paid partnership with a company to show off its products on social media. With B2C, this style of influencing relies heavily on tone, a sense of coolness and image, while also building a certain amount of trust — at least to an extent.

B2B influencers need to be significantly proficient in their particular subject matter, and genuinely passionate about what they do as thought leaders. They should regularly publish or create content, whether it’s in the form of text, video, podcasts, or social content. They should already have an audience that pays attention to that content, and they should be well-versed in promoting the content they’ve collaborated on with you.

Businesses can successfully turn subject matter experts to influencers for collaboration and integration with just about any kind of content, from thought leadership and lead generation to product launches, reviews, and more.

Studies show greater demand for, effects from influencer marketing

TopRank Marketing performed extensive research into B2B influencer marketing, which we published as part of our 2020 State of B2B Influencer Marketing Report. One of the primary insights was just how many brands said that they stood to gain from collaborating with influencers.

According to our research, 63 percent of marketers believe they would achieve better results with an influencer marketing program.

Another 74 percent of marketers said they agreed that influencer marketing improved the brand experience for customers and prospects.

Ultimately, influencer marketing can impact the entire customer lifecycle. It can help attract new audiences and inspire advocacy, engage through greater authenticity and through the voice of the customer. It can also convert new customers thanks to the trust already built-in to the influencer, help retain leads, encourage community participation, and create greater incentive for customers to become brand advocates and refer others.

Learn more about implementing influencer marketing for your business

TopRank Marketing recently developed a comprehensive webinar that takes a deep dive into B2B influencer marketing. In the new webinar we go beyond the information outlined in this article to extensively discuss key issues such as the top ways influencer marketing can address the challenges B2B marketers will face in 2022, and an array of actionable tips on implementing an influencer strategy for your company.

Want access to the free video webinar to start your B2B influencer marketing journey? You’ll find it all here.

The post Why There’s a Need for Creative Storytelling in B2B Tech and How Influencer Marketing Can Accelerate Results appeared first on B2B Marketing Blog – TopRank®.

La vendita pubblica inizierà oggi The Cryptonomist, in collaborazione con la società italiana ArtRights, lancia la sua serie di NFT dedicata a Cryppo. La vendita pubblica inizierà oggi 21 dicembre…

L’articolo Cryppo: le collezioni NFT per giocare nel metaverso e guadagnare token scritto da YOUR_DIGITAL_VOICE! proviene da Assodigitale.

Piccola nota personale: ieri è arrivata al Maniero Digitale una lettera che mi comunica ufficialmente che sono diventato cittadino svizzero dal 13 dicembre scorso. È un traguardo di un percorso durato dodici anni, visto che in un caso come il mio ne servono appunto almeno dodici di residenza ininterrotta, più la frequentazione di un corso di naturalizzazione (con relativo esame, che ho superato) e la dimostrazione di essersi integrati nella società nazionale, per poter tentare di acquisire la cittadinanza.

Da pochi giorni, quindi, ho tre cittadinanze: svizzera, britannica e italiana. Non è obbligatorio rinunciare a nessuna, ma credo che cercherò di semplificare la mia posizione. Qui ho messo radici solide e mi sento a casa.

Cosa assai importante, da oggi ho diritto di voto in Svizzera e potrò quindi partecipare più direttamente alla vita politica del paese e avere voce nelle scelte locali e federali che toccano me e la mia famiglia.

Per chi si stesse chiedendo cos’è l’attinenza che si legge nell’immagine c’è un apposito spiegone. E sì, in burocratese svizzero italiano si dice acquistare la cittadinanza. La procedura di naturalizzazione è descritta qui.

Ricevuta poco fa da un indirizzo Protonmail e ripubblicata pari pari.

Oggetto: caro attivissimo ti volevo fare i comlimenti

Ciao.
vedo che sei attivismo a spargere falsita ovunque.
prima potevo anche pensare che potessi credere veramente a quello che dici.
oggi ho capito che fai il maestro di inganni per mestiere.
Sei un mentitore, manutengolo di una banda di impostori. i tuoi maestri del mendaceo,
o meglio i tuoi padroni e aguzzini , ormai sono noti e lo diverranno sempre piu;
per quella legge universale scritta in cielo e terra da DIO che e’ la verita’.
Nel mondo questa legge alcuni non la vedono, alcuni per incoscienza;
altri e non mi va di fare nomi, non solo se ne fanno nemici, ma vorrebbero essere tranello e laccio per i semplici,
che pero’ a causa della loro tiepidezza sono diventati imprudenti, ingenui, ignoranti.
Allora sappi che chi scava una fossa vi cadra dentro.
un esempio banale nel mondo e’ il ladro, sa che il furto e’ punito dalla legge scritta nel codice penale,
ma credendo che non sara visto ruba credendo di farla franca.
La legge agisce, svariati vengono subito presi e castigati duramente anche se hanno rubato un soldo;
a taluni invece va bene e continuano, credendosi astuti e favoriti dalla sorte, aumentano a dismisura i delitti
non sanno di essere i piu’ disgriaziati perche’ verranno castigati per ogni crimine. i primi hanno gia scontato la condanna.
cosi e’ di voi mendaci, maestri della menzogna che avete seminato falsita ovunque con grande maestria e volete ingannare tutti gli altri;
vi sentite vicini alla vittoria.
siete illusi dei ciechi che brancolano nel buio, perche’ sono le tenebre che vi hanno favorito, quando queste saranno dissolte
dalla luce splendente della verita vi vedrete e verrete riconosciuti per quello che siete menzognieri.
quindi dove pensavate vittoria ecco la sconfitta, dove di potervi innalzare sprofonderete,
dove gli onori, gloria e ricchezza, vergogna obbrobrio e miseria.
So che sei solo uno

E buon Natale anche a lui.

The marketing journey B2B brands have been on since the start of pandemic has accelerated digital transformation and the transformation of marketing faster than any time in history.

During uncertain times the pivots companies make often settle back into the status quo but this time it’s different. According to research from McKinsey:

• 96% of B2B companies shifted their go-to-market model during Covid-19
• 65% say their new go-to-market models were equally or more effective in reaching customers
• 80% will continue new go-to-market models for 12 months or more

And with Gartner reporting that 80% of B2B sales interactions between suppliers and buyers will occur in digital channels by 2025, the direction is clear: digital first is here to stay for B2B marketing.

So how can B2B marketers make sure they are positioned for digital first marketing in 2022? Most B2B marketers have already made the shift towards go to market efforts that emphasize online experiences including virtual events, increased focus on social media, content, SEO and video formats including livestreaming and episodic content.

Here’s how Bhawna Sharma, Worldwide senior partner marketing manager at Google Cloud sees it (CMSWire):

“My focus will be to gain buyer mindshare via small yet effective tactics such as hyper-personalization (think account-based marketing); succinct video and audio content (under 18 minutes), mobile ads for on-the-go users, page speed for better digital experience, chatbots for engagement, voice search for the multi-taskers; and influencer programs (think niche marketing) as a middle of the funnel educational and entertainment tactic.”

Optimizing buyer experiences through digital channels means empathizing with buyers of course and understanding their expectations in terms of information discovery, consumption and engagement, an approach we’ve advocated and implemented for our B2B clients for over 10 years. So what’s different in 2022?

Over the past 2 years many marketing departments have been held to a higher standard will fewer resources which has pros and cons. Of course the pro is that increased pressure to perform means more accountability for marketing investments. The con is that overemphasis on ROI can cut out innovation and the breathing room that marketing sometimes needs in uncertain times to adapt, evolve and innovate to the new normal. The best of both can come from a focus on marketing experiences. “Organizations can break out of their efficiency-first mindsets to elevate the experiences of their customers, workforces, and business partners” Deloitte

When you look across the customer lifecycle from awareness to conversion to retention and advocacy, there are many opportunities to optimize the experiences brands deliver for customers. For B2B marketers that want to maintain high levels of accountability for marketing investments while also creating maximum value for marketing experiences, there are few opportunities like those provided from an integrated approach to content, influence and search.

Influence & Trust Drive B2B Content Experiences

What are those influences on content credibility and experience? According to recent research reported in the Demand Gen Content Preferences Report the major trends affecting B2B content effectiveness include:

• 44% Trustworthiness of the source
• 40% Credible content from industry influencers
• 38% Shorter formats
• 35% On-demand Interactive content
• 32% Mobile-optimized content
• 32% Peer-recommended content

The sheer volume of content being produced in digital channels means B2B brands need to stand out and earn the trust of their audiences. Being the best answer for the topics customers care about with content marketing is a big part of the credibility and utility needed to build that trust. But what puts brands like Mitel over the top is adding the respected and authentic voices of recognized industry experts to brand content.

Search and Content Experience

As B2B brands create content in formats that are more digital first, search will continue to play an essential role in how buyers discover the kinds of information they need as they pull themselves through the journey from awareness to consideration to decision. The experience buyers have on that information journey is what sets one brand apart from another. As shared on CMSWire, “The nature of search will increasingly move towards voice, visual and video search, supported by growing investments in text, audio and video content experiences designed to educate and engage throughout the customer journey.”

As B2B brands focus on creating digital first content that is more in line with digital first expectations, they will also continue to optimize the discovery of that content through SEO integration and the credibility of that content by incorporating industry and internal experts.

To learn more about integrating content, search and influence to become the best answer for your digital first customers, be sure to check out this case study featuring Mitel or check out this free webinar, How to Accelerate B2B Marketing Results by Working with Influencers.

The post Digital First B2B Marketing is Here to Stay and It’s All About Experiences appeared first on B2B Marketing Blog – TopRank®.

Per molti, l’inizio di un nuovo anno è quel momento in cui si guarda a uno stile di vita più equilibrato, anche solo per sentirci meglio dopo le feste! Ecco perché a gennaio siamo tutti alla ricerca di modi per tornare in forma, rimetterci in carreggiata, trovare una nuova routine che ci permetta di conciliare vita privata e vita professionale. 

UN MIX “PERICOLOSO” Marcello Marchese, presidente di ASSIDIM, ci mette in guardia. Un mix “pericoloso” che può generare un “effetto combinato” che ha implicazioni sulla salute, sul benessere psicofisico e…

L’articolo Quarta ondata COVID e Festività Natalizie. scritto da Paolo Brambilla proviene da Assodigitale.