TopRank Marketing Newsletter Archives

Always-On Influencer Marketing: Building Thought Leadership for B2B Brands – July 2020

Always-On Influencer Marketing: Building Thought Leadership for B2B Brands Lee Odden CEO, TopRank Marketing Thought Leadership is often a concept associated with individuals but brands, especially in B2B, can develop their thought leadership among the customer community as well. Thought leadership is important for brands and individuals alike because trust is an issue for companies…

Always On Influence — Short Term vs. Long Term for Success During a Crisis – June 2020

Always On Influence — Short Term vs. Long Term for Success During a Crisis Lee Odden CEO, TopRank Marketing The focus of Always On Influence for B2B brands is to establish and maintain relationships with business influencers through content co-creation, engagement and various types of activations that create and reinforce brand thought leadership. In fact,…

The B2B Marketing Force Multiplier: Integrated SEO and Influencer Marketing – May 2020

The B2B Marketing Force Multiplier: Integrated SEO and Influencer Marketing Lee Odden CEO, TopRank Marketing What are the benefits of integrating SEO and influencer marketing? Search-optimized content becomes more trustworthy, credible and useful by partnering with industry experts. As business customers with questions are ignoring tone deaf brand marketing and tiring of pandemic messaging, they are…

Always On Influence: Definition and Why B2B Brands Need it to Succeed – April 2020

Always On Influence: Definition and Why B2B Brands Need it to Succeed Lee Odden CEO, TopRank Marketing 42% of marketers (Linqia) have shifted to an “always-on” influencer marketing but many B2B marketers still see influencer engagement as something you just turn on or off as needed. Here’s what always-on influencer marketing can bring to your…

Should COVID-19 Stop B2B Marketers From Marketing? – March 2020

Should COVID-19 Stop B2B Marketers From Marketing? Lee Odden CEO, TopRank Marketing COVID-19 is serious business and is undoubtedly having an impact on business. Should it stop companies from marketing to other businesses? During this time of transition, it’s important that marketers review their planned advertising, social and marketing messages to be appropriate to what…

5 Key Traits of the Best B2B Influencers – February 2020

5 Key Traits of the Best B2B Influencers Lee Odden CEO, TopRank Marketing Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so: “B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of…

SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence – January 2020

SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence Lee Odden CEO, TopRank Marketing What good is being found if your content isn’t credible? Studies over the years have shown that the vast majority of B2B buyers start their journey with a Google search. But what good is being found…

Top B2B Influencer Marketing Trends & Predictions for 2020 – December 2019

Top B2B Influencer Marketing Trends & Predictions for 2020 Lee Odden CEO, TopRank Marketing While there are some who think the expression “influencer” is an expired term, the role of influence on B2B buying decisions is irrefutable. According to the World Federation of Advertisers, 65% of multinational brands will increase influencer marketing spending in the…

5 Things You Should Know When Getting Started with B2B Influencer Marketing – Nov 2019

5 Things You Should Know When Getting Started with B2B Influencer Marketing Lee Odden CEO, TopRank Marketing If you’re thinking about starting or evolving your business influencer engagement and content program, you’re not alone. According to the World Federation of Advertisers, 65% of multinational brands will increase their influencer marketing spend in the next 12…

B2B Marketing Fitness: 16 B2B Experts Share Their Top Optimized Performance Tips – October 2019

B2B Marketing Fitness: 16 B2B Experts Share Their Top Optimized Performance Tips Lee Odden CEO, TopRank Marketing In a world where shiny object marketing and weight loss fads equally distract from reaching our potential, there are many parallels between improving physical health and optimizing B2B marketing effectiveness. Just like world-class athletes, top B2B marketers focus…