Prime Video, 5 serie TV originali da vedere nell’estate 2021
Dogecoin, una delle criptomonete più singolari
Dogecoin: la criptovaluta che sta facendo abbaiare internet È difficile guardare Dogecoin e non vedere il cane emblematico che la rappresenta. E quando pensiamo a una delle criptovalute più uniche,…
L’articolo Dogecoin, una delle criptomonete più singolari scritto da YOUR_DIGITAL_VOICE! proviene da Assodigitale.
Villa Food, Filare Italia, Venfri: la distribuzione alimentare oggi
La distribuzione alimentare fra locale e globale. A Lignano Sabbiadoro la rassegna “Economia sotto l’ombrellone”. Gli interventi di Villa Food, Filare Italia, Venfri di Renato Gandini – Redazione Trendiest Nel settore…
L’articolo Villa Food, Filare Italia, Venfri: la distribuzione alimentare oggi scritto da Paolo Brambilla proviene da Assodigitale.
Three Use Cases That Connect the Dots Between Influence and B2B Marketing Results


Last week I talked about where B2B Marketers are seeing the most impact from influencer marketing efforts based on the research done with hundreds of marketers for the State of B2B Influencer Marketing Report. Three of those specific areas where influence can help B2B brands optimize for greater marketing impact include brand, growing the influence of key executives and driving leads / sales.
While just about everyone in B2B Marketing is aware of how working with influencers can add relevance, reach and engagement to content, not everyone makes the connection between their particular business problem and the influence solution. Here are three examples from many that can help you connect the dots.
Build Credible Awareness of Your Brand with Customers
Business Problem: The industry is not aware of your brand, solution or your category.
This is a situation many start-ups, new products or services, re-brands and challenger brands experience in the industry. These awareness issues are also especially present in situations where the target audience is not aware of the problem your company solves. Whether your company or solution is new, your business is in a crowded marketplace or your market isn’t aware of the problem you solve in the first place, credible awareness is essential for getting on the radar and even considered for modern B2B buyers.
B2B Influence Solution: Engage top category influencers to drive conversations about the need for solutions like yours.
There are multiple centers of influence for every business professional including industry publications, professional relationships with peers, industry experts, or special interest groups and associations. Building credible awareness of your solution and/or brand can be expedited in an authentic way by identifying trusted voices in your industry on the topic and finding ways to partner with them.
The outputs of those activations can include any format that matters to your customers from text (white papers, reports, blog posts, articles) to audio (podcasts, social audio), to video (recorded episodes of an ongoing “show”, livestream video, webinars, virtual events).
B2B Marketing Impact: With more credible awareness of the need for your type of solution and your brand, the warmer the market will be to your solutions. While the description of this impact is simple, execution and achievement of it is not.
Grow Thought Leadership of Your People and Brand
Business Problem: Customers value thought leadership from the brands they buy from but do not see your brand as a thought leader.
Even if buyers are aware of your brand and solution, they may not consider it seriously if you are not demonstrating leadership in the strategic direction of the category. Buyers want to know they are working with the best, not just today, but in the future. Thought Leadership for a brand means an active demonstration of strategy that is validated by credible third parties.
B2B Influence Solution: Identify and engage industry experts that already actively publish and promote thought leadership content in your category and partner with them. Find common ground and goals and use content like a research project or a visionary content asset to attract their participation.
B2B Marketing Impact: What better way to become a thought leader than to partner with industry experts that are already thought leaders in your industry? Trusted experts that co-create strategic content with brands builds the authority of those they partner with by association. Influencers can also provide the third party validation of brand thought leadership as they cross publish collaborated content on their own websites, in industry publications, newsletters and in presentations. Customers that see the resulting collaborative thought leadership content will see the brand as a thought leader as well.
Optimize E.A.T. of B2B Content with Influencers
Business Problem: Your content is well optimized and even ranks well but does not get great click through or engagement from organic search.
B2B Influence Solution: What good is ranking well in search if customers do not trust what they find? Google has articulated through their Quality Rater Guidelines, the value of E.A.T. (expertise, authoritativeness, trustworthiness) when it comes to content that deserves to be the best answer in search results.
B2B brands can optimize the E.A.T. of their content that is already optimized for search by building expertise, authority and trust by collaborating with industry influencers for target topics/keywords. Experts that publish well-read industry articles, research, and useful content on the topics that the brand is trying to be the best answer for, can be quoted, provide guest posts, or may even decide on their own to cite and link to your brand from their channels.
B2B Marketing Impact: Optimizing content with keywords as well as industry expert quotes and contributions can give brand content the kinds of signals that E.A.T. guidelines are used for to identify content that should have the best ranking in search engines. Content that is more trustworthy can rank better and also inspire more clickthroughs.
Once you make the important connection between a key business problem and where working with influencers can help optimize your efforts, what process can you follow to ensure the best results? From a content marketing perspective, there is a basic architecture for influencers and B2B content collaboration that has delivered efficient and effective marketing performance again and again.

This B2B influencer content checklist is something we’ve covered here extensively and that I’ve presented on numerous times at B2B marketing industry conferences and workshops. The exact implementation of a campaign asset like this really depends on specific goals and the organization of the effort. Of course, content marketing campaigns that involve influencers on their own are not nearly as effective as an Always-On Influencer Marketing program that combines influencer relationship building with content activations.
If you need help connecting the dots between your business and marketing problem and where B2B influencer engagement (especially in the technology space) makes the most sense, be sure to reach out. We have nearly 10 years of B2B influencer marketing experience at TopRank Marketing and have a huge library of insights and experience to leverage for just about any B2B marketing situation.
The post Three Use Cases That Connect the Dots Between Influence and B2B Marketing Results appeared first on B2B Marketing Blog – TopRank®.
Clubhouse rimuove per sicurezza le info personali degli afgani
Sconto da 4 euro su Amazon a chi acquista un Buono Regalo
Countdown: Inspiration4 Mission to Space, primo trailer
Expert help needed to decode a rare piece of space history: the Lunokhod data tapes
A trove of lost Lunokhod data may have been found.
Between 1970 and 1973, the Soviet space program achieved an amazing feat: landing and driving the first remote-controlled roving robots on the Moon. These two vehicles were called Lunokhod-1 and -2, and they gathered invaluable scientific data as well as images of the surface of the Moon during their unprecedented, and still unrivaled, total of 52 kilometers of remotely controlled lunar
How can you help?
The format of the video images and of the science data is currently unknown and it is unclear what the tapes actually contain. This provides three main avenues of investigation:
- gathering information on how these tapes were recorded and how the data was encoded;
- transcribing and translating what the voice says;
- physically extracting the data and images from the tapes and presenting them in usable form.
If you have experience in these fields and are willing to help, please contact me.
I am compiling a list of potentially useful technical references:
- Soviet report on Lunokhod-2 (1973, via Roscosmos)
- Lunokhod-1 Soviet Lunar Surface Vehicle (1971, RAND/ARPA); page 4 specifically discusses telemetry data types
- Lunokhod-1 data available at NASA
- Lunokhod-2 – A Retrospective Glance after 30 Years (Bogatchev and Koutcherenko)
- Lunokhod-1 and Lunokhod-2 at the Department of Lunar and Planetary Research, Moscow University
- Lunokhod images and technical description of image formatting and transmission modes
- Russian information on “remote control lunokhods and planetrovers”
- Soviet space cameras by Don P. Mitchell
Full disclosure: I am not financially involved in this matter in any way. I am publishing this article and doing research on the subject purely out of historical interest.
Adobe Photoshop si aggiorna: le novità
La definizione garbata di chi parla con certezza di cose di cui in realtà non sa nulla: trasgressore epistemico
Grazie a una segnalazione di Stefano Zanero su Twitter, posso proporvi un termine tecnico, usabile anche come elegantissimo insulto, che definisce “chi ha la competenza o esperienza atta a dare giudizi in un campo ma si sposta in un altro campo nel quale non ha competenza ed esprime lo stesso giudizi”.
We finally have a word for people who are experts in AI, immunology, and Afghanistan all at once. https://t.co/AySVaNX9hG pic.twitter.com/kOZeliKQ8r
— Delip Rao (@deliprao) August 21, 2021
Il virgolettato proviene da un articolo di Nathan Ballantyne, della Fordham University, che si intitola Epistemic Trespassing ed è stato pubblicato in Mind di aprile 2019.
Il termine al quale mi riferisco deriva proprio dal titolo dell’articolo, ed è epistemic trespasser, che in italiano si potrebbe tradurre come “trasgressore epistemico”.
La prossima volta che vedete qualcuno parlare di cose di cui non sa niente, ditegli con tono neutro che sta compiendo una interessante trasgressione epistemica. Poi aspettate la sua reazione.
Facebook annuncia Horizon Workrooms, smart working in VR
Robinhood, le criptovalute trainano le vendite dopo l’IPO
Tratto da MarketWall – InvestoPro — I ricavi di Robinhood, la nota app di trading online, salgono nel primo trimestre dopo lo sbarco a Wall Street grazie alla spinta delle…
L’articolo Robinhood, le criptovalute trainano le vendite dopo l’IPO scritto da Paolo Brambilla proviene da Assodigitale.
Come spendere Bitcoin
Bitcoin è una forma di moneta digitale o elettronica. Non è qualcosa che una persona può mettere in tasca. Inoltre, i Bitcoin non possono essere tenuti in banca o ritirati…
L’articolo Come spendere Bitcoin scritto da YOUR_DIGITAL_VOICE! proviene da Assodigitale.
Il Mercato Centrale, dopo Firenze, Roma e Torino, arriva a Milano il 2 settembre
Il Mercato Centrale si presenterà alla città con un grande evento di apertura giovedì 2 settembre. “Milano è il nostro progetto più grande e impegnativo di sempre, oserei dire quello più ambizioso.…
L’articolo Il Mercato Centrale, dopo Firenze, Roma e Torino, arriva a Milano il 2 settembre scritto da Paolo Brambilla proviene da Assodigitale.
B2B Marketing News: New B2B Intent Data Research, More Marketers Changing Digital Strategy, & LinkedIn’s New Video Meetings & Profile Ratings


Almost Half of B2B Orgs Say It’s Become More Difficult to Close Deals
Finalizing B2B deals has become more difficult since the pandemic began, with some 46 percent of B2B organizations citing buying decisions being placed on hold as the primary cause, while 43 percent said that their organization viewed buyer re-prioritization as the top reason, followed by budget cutting, according to recently-released survey data. MarketingCharts
Marketing’s Tech-tonic Shift: 90% Have Changed Their Digital Strategies [Salesforce Study]
66 percent of marketing leaders expect revenue growth in the coming 12 to 18 months, with the top portions of B2B marketing budgets being spent on advertising, tools and technology, account based marketing (ABM), content, and staffing, according to newly-released survey data of interest to digital marketers. MediaPost
LinkedIn Adds Ratings & Reviews to User Profiles
Microsoft-owned LinkedIn has begun offering both reviews and ratings to user profiles, with a new services profile element that can now include a range of past client review and ratings features, and users initially receiving 20 review invitation credits, LinkedIn (client) recently announced. Search Engine Journal
Marketers Come Up Short In Perceived Value, Study Shows
Marketers see their department as coming in sixth when it comes to experiencing a lack of respect within their organization, behind sales, production, operations, human resources, and accounting, according to recently-released study data. MediaPost
TikTok Announces New Partnerships with Vimeo and Canva to Streamline Content Creation
Short-form social video platform TikTok has released new integration to its TikTok Ad Manager that expands ad-building options to more easily incorporate content from creation platforms Canva and Vimeo, the firm recently announced. Social Media Today
Google Removes The Rich Result Type From The Performance Reports
Google has removed the more generic form of its rich result search appearance data from its Search Console programming API — finalizing a move first mentioned in May, as the search giant has moved to providing more refined and less general breakout data, Google recently announced. SEO Roundtable

Twitter is Testing a New Option Which Would Enable You to Remove Specific Followers from Your Audience
Twitter has begun testing a method for users to less conspicuously remove unwanted followers from an account’s audience — an alternative to a brute force blocking approach that may offer digital marketers a more subtle solution, the firm recently announced. Social Media Today
LinkedIn Launches Native Video Meetings
LinkedIn has released new options for users to hold one-on-one video meetings directly within its platform, utilizing parent company Microsoft’s Azure Communication Services technology to provide a slew of powerful video conferencing features, with additional functionality such as screen sharing and virtual backgrounds planned for future updates, the firm recently announced. Search Engine Journal
SMT Expert Series: Keren Baruch Discusses LinkedIn Content Trends and Creator Tools [Interview]
Social Media Today recently interviewed LinkedIn’s Keren Baruch, who offered a range of insight into Creator Mode and other recent LinkedIn (client) content creation tools of interest to digital marketers. Social Media Today
The Biggest Benefits of Intent Data for B2B Marketers [Survey]
64 percent of B2B marketers say that digital advertising is the highest performing use case for intent data, followed by 44 percent who said customer account expansion was the most impactful use, and the same percentage who noted that account identification was the best usage scenario — one of several statistics of interest to online marketers contained in newly-released intent data survey results. MarketingProfs
ON THE LIGHTER SIDE:

A lighthearted look at the “brand fatigue and brand consistency” by Marketoonist Tom Fishburne — Marketoonist
The Netflix-Experience Is The New B2B Standard — Forbes
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lane R. Ellis / TopRank Marketing — 5 Top Customer Service Articles of the Week 8-16-2021 — Shep Hyken
- Lane R. Ellis — 10 Ways to Step Up Your Marketing and Brand Building by Using the Best Tools Available — Small Business Trends
- Lee Odden — Q4 PPC Planning: SMB B2B Tactics — Clix
Have you found your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.
Thank you for joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.
The post B2B Marketing News: New B2B Intent Data Research, More Marketers Changing Digital Strategy, & LinkedIn’s New Video Meetings & Profile Ratings appeared first on B2B Marketing Blog – TopRank®.







