Elevate B2B Marketing News Weekly Roundup: LinkedIn’s Collaborative Articles, New Trust Barometer Report & Gated Content in B2B

Which Core B2B Marketing Responsibilities Have Most Increased in Importance? [Study]
Analytics and performance measurement has seen the greatest increase in importance among the key marketing responsibilities of B2B marketers, followed by content development and distribution, with lead generation holding the third spot, according to newly-published survey data of interest to B2B marketers. MarketingCharts

Are Marketers Equipped to Build Trust for the Long Term? [Edelman Trust Barometer]
The importance of long-term trust and ongoing brand engagement were among the key findings in the latest edition of Edelman’s annual Trust Barometer report, with over 70 percent of consumers having said it’s more important in 2023 to trust the brands that they purchase from than it has been previously — three of numerous statistics of interest contained in the recently-released trust report data. ANA

LinkedIn Updates Collaborative Articles, a Key Traffic Driver for the App
Microsoft-owned LinkedIn (client) has rolled out an array of new collaborative article features, including new content layouts that better highlight key contributors and include a more robust user interface, along with easier-to-access in-feed emoji and other reactions, Microsoft recently announced. Social Media Today

YouTube Q3 Ad Sales Jump 12.5% to Nearly $8 Billion, Alphabet Beats Estimates
Search giant Google parent firm Alphabet has reported revenue that was up by 11 percent for the period ending in September, with its YouTube video business having recorded third-quarter advertising sales that climbed by some 12.5 percent, with Google’s Cloud segment having seen revenue rise by 22.5 percent, Alphabet announced recently. Variety

LinkedIn Reports ‘Record Levels’ of Engagement With 985M Members
Microsoft’s latest quarterly performance report has revealed that its LinkedIn professional social network has topped the 985 million member mark and seen continued record levels of engagement, with the number of user sessions expanding by 12 percent, accompanied by revenue that grew by eight percent during the most recent quarter year-over-year, Microsoft recently announced. Social Media Today

Most B2B Tech Decision-Makers Are Sometimes Disappointed by the Value of Gated Content
23 percent of B2B technology decision-makers have said that they are often disappointed with gated content, with 48 percent finding disappointment sometimes, while 22 percent said that they were rarely disappointed with the gated content they accessed — some of the findings included in newly-published survey data of interest to B2B marketers. MarketingCharts

Instagram Adds Polls in Comment Streams on Feed Posts and Reels
Meta-owned Instagram has begun rolling out the ability to add custom polls within the comments of posts on the social platform’s general feed as well as its Reels video posts, an addition that will offer brands a new option for connecting with audiences, Instagram recently announced. Social Media Today

LinkedIn influencers are a thing now—and brands like Intel and Hootsuite are courting them
An increasing number of major brands have begun harnessing the power of creators on LinkedIn, with influencer partnerships becoming more commonplace as brands have increasingly found success with such relationships on the professional social platform, and Fast Company recently took a look. Fast Company

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“It’s important to acknowledge that LinkedIn is not designed for virality, and the reason for that is we’re about economic opportunity.” — Alice Xiong of @LinkedIn
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AI Verve: Brands Worldwide Are Adding The Tech To Their Marketing
When it comes to the use of AI within the marketing departments at organizations, 88 percent of businesses have said that they were already using at least one form of AI in 2023, with 64 percent having noted they plan to adjust their strategy around AI within the forthcoming year — two of numerous findings of interest to B2B marketers contained in newly-published report data. MediaPost

LinkedIn Looks to Help Candidates Stand Out With ‘Top Choice’ Job Application Option
LinkedIn has rolled out a new “Top Choice Jobs” premium subscriber feature that allows users on the platform to choose their top job role choices, which are then highlighted more prominently as part of the platform’s top job initiative, LinkedIn recently announced. Social Media Today

ON THE LIGHTER SIDE:

A lighthearted look at “Share of Wallet and Funflation” by Marketoonist Tom Fishburne — Marketoonist

PLATO: How an educational computer system from the ’60s shaped the future — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Donna Robinson / TopRank Marketing — 5 Ways To Think About Leadership For 2024 — Forbes
• TopRank Marketing — Insights from the World’s Top Content Marketing Influencers — Public Sector Marketing Institute
• TopRank Marketing — The Top Generative AI Tools for B2B Marketers [Infographic] — MarketingProfs
• Lee Odden — 59 Content Marketing Quotes That Will Make You a Better Marketer — ActiveCampaign

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Pantelis Chiotellis @pantelischio
Shruti Deshpande @shruti12d
Caroline Hof @Caroline_Hof
Rasmus Sørensen @rumbas
Lisa Marcyes @lisa_marcyes

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

Have you found your own top B2B marketing news item we haven’t yet covered? 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 this week’s Elevate B2B Marketing News, and we hope that you’ll return again next Friday for another array of 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/X for even more timely daily news.

The post Elevate B2B Marketing News Weekly Roundup: LinkedIn’s Collaborative Articles, New Trust Barometer Report & Gated Content in B2B appeared first on B2B Marketing Blog - TopRank®.

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Weekend Favs October 28: Fueling Small Business Growth and Marketing Innovation

Weekend Favs October 28: Fueling Small Business Growth and Marketing Innovation written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. This weekend’s selection of tools can significantly aid in your marketing strategy, paving the way for small business growth.

I don’t go into depth about the finds, but I encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one I took on the road.

• Resume Worded – If you are looking for a new job or just want to keep your profile updated you now can work with Resume Worded which has been designed by top recruiters. Their AI-powered platform instantly gives you tailored feedback on your resume and LinkedIn profile, helping you land 5x more interviews, opportunities and job offers.
• Getitout – Marketing works better with personas. But creating them for every project and client? Not fun, at least until now. This website extract personas from competitors. Generate professional texts. Then paste them into all your websites, emails, and marketing tools.
• Clay – If personal relationships are not your forte, Clay has come to save the day. Clay uses AI to power its tools for cultivating amazing personal and professional relationships.

These are my weekend favs; I would love to hear about some of yours – Tweet me @ducttape

If you want to check out more Weekend Favs you can find them here.

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Here’s Why You Should Conduct an SEO Audit, and What You Can Learn From It

Most companies that are looking to elevate their digital marketing strategy are not starting from scratch. Unless your business is brand new, you likely already have a website and a library of existing content. If you’ve been around for a while, you might have a LOT of existing content, and odds are some if it is neither fresh nor relevant.

Conducting an SEO audit is a key practice for gaining a firm grasp on your company’s website and digital assets, their performance, and where the opportunities lie to grow your impact in search.

What is an SEO audit?

Whereas a site audit analyzes website health and opportunities more broadly, an SEO audit serves as a comprehensive assessment of your site specifically with respect to its performance in search.

Why is this so important? Research has found that organic search accounts for more than half of all website traffic globally.

Although there are tools and technologies that can support an SEO audit, expertise is required to ensure the project aligns with key business goals, and that the findings lead to strong, actionable recommendations.

What are some components included in an SEO audit?

There are many different factors that can affect your website’s search performance, so in order to be effective, SEO audits need to be thorough and wide-reaching.

Examples of techniques and elements of a typical SEO audit include:

• Keyword research and analysis: Which keywords are you ranking for? Where are you lacking visibility with your target audience? Which opportunities stand out as quick wins?
• On-page SEO optimization: This process surfaces issues with meta titles, meta descriptions, headers, and keyword usage that might be impacting your site’s performance in search.
• Technical SEO: Impediments to SEO success are often unseen – site speed, mobile responsiveness, indexing, etc. Assessing your technical SEO helps ensure these issues aren’t holding back your quality content.
• Link profile: Quality backlinks remain a staple of SEO in B2B marketing. This analysis identifies opportunities to gain authoritative backlinks from other websites.
• Content relevance and optimization: An SEO audit will evaluate the full spectrum of content on your website – blog posts, resources, product pages – to ensure it meets E-E-A-T standards and matches search intent.
• Competitive analysis: To know where your company stands in search, and where it makes sense to focus, you have to know where your competitors stand.
• Site structure and navigation: If search engines can’t easily find their way around your website and contextualize the content, users probably can’t either.
• Schema markup: Implementation of structured data helps search engines understand and display website content in rich snippets and featured snippets.
• Reporting and analytics: As SEO tracking and measurement evolve, running an SEO audit provides the chance to enhance your depth of analytics and set up ongoing reporting.

What can you learn and achieve with an SEO audit?

We’ve established that an SEO audit can provide a lot of information to your company. How does this information support your marketing strategy? There are a few key learnings and actions that often emerge through an expert SEO audit.

Turn around negative organic search trends

If your business has seen downward trends in organic traffic over the past year or so, you are far from alone. We’ve observed this trend with many of our clients, and it’s being talked about across industries.

While there are several macro trends and factors affecting the search landscape, Google’s Helpful Content update – launched in late 2022 – has had a significant impact on many search rankings.

This is not necessarily a bad thing! Google is prioritizing content that provides users with a relevant and rewarding experience, which is exactly what your content should be striving to do. (It’s also a specialization of TopRank Marketing’s content service.) Still, this major algorithm update has altered many previous rankings, and may have even impacted some of your top-performing content.

An SEO audit will help illuminate and explain any negative search trends your brand might be experiencing as a result of algorithm updates or otherwise, while helping you chart a course to reverse them.

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“An SEO audit will help illuminate and explain any negative search trends your brand might be experiencing as a result of algorithm updates or otherwise, while helping you chart a course to reverse them.” — Nick Nelson @NickNelsonMN
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Uncover key opportunities to make fast gains

As any B2B marketer knows, organic SEO tends to be a long game. But when we conduct SEO audits for our clients, we almost always discover opportunities for quick wins and short-term impact.

Achieving quantifiable progress and results can help fortify your immediate search footprint while building confidence toward your long-term strategy.

Find white space and differentiate from competitors

If a competitor is beating you out in the search engine results page (SERP) for a term with commercially valuable intent, that means they are siphoning away qualified traffic and potential interest from your brand.

Without a competitive analysis, it is difficult to know which important keywords you’re getting beat on, and what it will take to win them. Additionally, SEO audits are great for surfacing key insights around unaddressed white space that you can tap into with your SEO content strategy.

Eliminate technical issues impeding your content

It’s really easy to overlook technical issues that affect SEO performance on your website, even if those issues are being directly experienced by your users. For example, if your marketing team usually interacts with your website and its content via desktop computers in the office, they may be unaware of prominent mobile accessibility issues.

The objectivity and comprehensiveness of a data-driven SEO audit – especially when overseen by a specialized third party – can help ensure you’re not missing hidden problems that are diminishing your organization’s search visibility and organic acquisition potential.

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“The objectivity and comprehensiveness of a data-driven SEO audit can help ensure you’re not missing hidden problems that are diminishing your organization’s search visibility and organic acquisition potential.” — Nick Nelson @NickNelsonMN
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Step up your brand’s search impact with an SEO audit

The bottom line is that without an SEO audit, your marketing team has a limited understanding of how your company’s website and content are performing from a search standpoint. That means leaving valuable opportunities on the table.

At TopRank Marketing, we’ve helped countless clients solve their SEO problems and drive powerful, sustained organic traffic. Learn about this and other SEO services we offer.

The post Here’s Why You Should Conduct an SEO Audit, and What You Can Learn From It appeared first on B2B Marketing Blog - TopRank®.

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The Future of Ad Tracking: Navigating the Google Analytics Landscape

The Future of Ad Tracking: Navigating the Google Analytics Landscape written by John Jantsch read more at Duct Tape Marketing

The Duct Tape Marketing Podcast with Julian Juenemann

In this episode of the Duct Tape Marketing Podcast, I interviewed Julian Juenemann, the founder of JJAnalytics, a company that helps businesses adopt the data-driven way of Digital Marketing.

In 2015, he launched the MeasureSchool YouTube channel to reach out and teach this new way of marketing to others. With over 150,000 subscribers, MeasureSchool has become the leading video source for many marketers to learn these data-driven methods.

Key Takeaway:

During this episode, we discuss the transition from Google Analytics to Google Analytics G4 and its significant differences from the previous version. We also learned how privacy concerns and changing data retention practices have driven the need for this transition. Additionally, we talk about how businesses need to adapt and leverage data visualization tools for better insights since AI is playing an increasing role in data analysis. However, trust in the output of such tools remains a critical issue.

Questions I ask Julian

• [00:54] What are the differences between Google Analytics and the new Google’s platform?
• [04:41] About this new platform, what does it do differently, and what does it do better?
• [07:08] How does the data visualization work in this new platform?
• [09:11] What’s the relationship between Google Analytics and Google Tag Manager?
• [14:12] Does this new tool has any enhancements for ad tracking?
• [16:30] Besides Google, what are some other analytics tools that you’d recommend?
• [18:46] What’s the role of AI in analyzing Google Analytics data?

More About Julian Juenemann

• Connect with Julian on Linkedin
• Find out more about The Measure School

Get Your Free AI Prompts To Build A Marketing Strategy:

• Download now

Like this show? Click on over and give us a review on iTunes, please!

Connect with John Jantsch on LinkedIn

Duct Tape Transcript

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John (00:08): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and my guest today is Julian Juenmann. He's the founder of JJ Analytics, a company that helps businesses adopt the data-driven way of digital marketing. In 2015, he launched the Measure School YouTube channel to reach out and teach this new way of marketing to others. And with over 150,000 subscribers today, measure School has become the leading video source for many marketers to learn these new data-driven methods. So Julian, welcome to the show.

Julian (00:44): Thank you John for having me.

John (00:46): So when I was growing up, my friends all called me jj, so I think you must have that in common as well.

Julian (00:52): Yeah, absolutely.

John (00:54): So data is one of those topics that it's kind of like going to the dentist. Everybody knows they need to do it, but a lot of people other than you aren't really fond of it or it feels like math class did. So let's talk about the one that's probably the most on especially small mid-size business minds and that's the big switch to Google Analytics four. So let's just start with maybe, and I'm sure you've had to do this a lot and we won't go too deep into this, but what are the differences between analytics that we all knew for many years and the new platform from Google?

Julian (01:35): Yeah, sure. So Google had a platform for a long time called Google Analytics, and it was kind of built on the use case of somebody wanting to track whether somebody visits their website and the website was the use case that the platform was built upon. Obviously over the years since this was a tool that was acquired by Google in 2005 already, the use case kind of evolved because people come to your website not only via your browser but maybe also via mobile devices and maybe have different experiences than what a website actually meant in 2005. So you may be able to play a game or log in and do all kinds of operations on your website, and therefore the use case or the case that Google Analytics, the old Google Analytics was built upon was really a website focused and Google had a lot of struggles in order to incorporate any kind of other business cases on this tool.

(02:35): So along comes Google Analytics four, it's a revamped and really new tool to Google Analytics efforts to track users and give you information about how you users behave on your website and built from the ground up a new system that changes the data around. So the biggest difference is that it's not all about page views anymore. It's not all about how people go from page to page, but rather it's all about events because events can be tracked on a mobile app, but they can also be tracked on a game or on a normal website. So they call everything events. Now the model of the data has changed and then they change around the interface completely as well. So there's a lot of new things to get used to when you first log in and switch over to GA four, but these are the biggest differences.

John (03:24): Yeah, I think that's probably caused the most headaches for people is it's like I can't find anything anymore. And that's true of really any user interface change. How much of this, in your opinion, was privacy driven with a lot of the new laws going on the books about privacy, the way that the old system tracked really was kind of coming afoul to those laws, wasn't it?

Julian (03:46): Yeah, absolutely, and Google knew that as well. And obviously the big tech companies are under pressure from Europe here, the European Union, but also on many other privacy fronts and they kind of needed to redesign how they're tracking data and how they hold onto the data. As you might know, Google Analytics, the old Google analytics, universal analytics allowed you to track data basically forever and held onto that data forever. Now data will be, and the raw data will be deleted after a certain data retention period and they're built in some new mechanisms in order to make sure that you are actually able to delete certain data points from if the user requests it from your analytics data set as well. And that all drove that point home that they needed to really overhaul the system rather than just trying to make the old system work kind of within new privacy laws.

John (04:41): So I hear differing, again, there are people that complain about it not liking what it does. Now, there definitely are people that I think have gotten very deep into it to say, no, this is different, but it's better too. How would you talk about what it does differently but also what it does better?

Julian (04:58): Yeah, luckily we kind of passed the point by now that everybody is comparing Universal

John (05:05): Analytics to

Julian (05:05): The new GA four because there was a big switch over in July of this year. So your universal analytics will not be tracking any data anymore. You can still log in, but it will not track any data anymore for you and you need to use Google Analytics for if you want to do so. And this new tool has opened up new possibilities for us. It made certain things easier to set up for somebody who might have worked with Universal Analytics. There was a lot of things that you were able to change around in the system and make it really customized to your business. And now that is kind of by design already, much of that is already built in. So for beginners, it tracks more data and makes more sense that data in the system. I would say. At the same time, it doesn't forget that this is really a power tool.

(05:58): And so if you want to go beyond just checking how many people are coming to your website and where they're coming from, you might want to go deeper and Google Analytics by design is not trying to be everything at once. They have also a tool of other suites around Google Analytics that let you take your own data and analyze that data and then also visualize that data. So for example, Google luas Studio is really a cool tool to be using in combination with GA four because it does all the visualizations. If you want to build a report for your clients or a dashboard for your boss, you would be able to do that through Looker Studio, not generally in GA four. So in general, I think there's a lot of things getting used to when you first log into the system, it is a step in the right direction with everything that I see in the underlying data that we have right now, not all the bugs are out yet unfortunately, but it's heavily under development. So Google is putting a lot of resources into it and I'm hopeful that we'll get to a place where the fan base will be appeased again and people are not switching away from GA four.

John (07:08): So give me an example. You talked about visualizing data in Looker Studio. What would be a typical example of what you would want to visualize?

Julian (07:18): If you have ever looked into a Google Analytics for you might find it confusing, and that is something that a lot of people have that experience with. So if you really want to look up data really quickly inside of the system and have a question and know how to navigate the system a bit, then it's probably the right bet to log into Google Analytics and try to learn that tool. But would you give that data to your client? Would you give them access to Google Analytics for or to your boss and say, oh, let's just look at these reports way too complicated. You want to dumb it down and make it as simple as possible for them to get the insight from the data. And that's what usually visualizations do. So with luas Studio, you can directly connect it to GA four and then pull the right data points in, for example, how many people came from certain data sources, from certain traffic sources to your website or how many users we had last week, all the questions that a marketing professional wants to ask or somebody who is a stakeholder wants to know about.

(08:19): And then really simplifying this so it drives action in the end and they will be able to make a decision on that data. That's how you usually get an R O I on your data. You really need to make a decision upon that data and not just have it laying around as something nice to look at. And yeah, Lucas Studio is really is something cool to play around with and actually make then available to the stakeholders in a company. And the clue is

John (08:45): That

Julian (08:45): You don't really need to give access to Google Analytics to that person because once you have the report built, anybody could have access to that report. That doesn't actually mean that they have access to Google Analytics. So you can keep certain parts of the data away from certain parts of the business, but for example, if the marketing team needs certain reports, you could build them out for them and just share the report without any Google Analytics access.

John (09:11): So let's throw another tool in here. What's the relationship between Google Analytics and Google Tag Manager then?

Julian (09:19): Yeah, Google Tag Manager is a really interesting tool because previously we have these JavaScript codes that we would need to install on our website in order to have the functionality of Google Analytics and know when the users are coming through the website. Now over the years, obviously there's not only one player but multiple players in the market that want you to install this little bit of JavaScript code that will give you more tracking or marketing functionality such as

John (09:49): CRMs.

Julian (09:50): CRMs, absolutely. And so there are more and more of these tools Now, at some point these need to be managed, and Google came out with a tool in 2011 already called Google Tag Manager, which they basically take these JavaScript tags as they're also called and put them into one tool so you can manage them correctly. Now, the big advantage of this tool is obviously that you can deploy only one code on your website and then everything is managed through one central interface, which is also visually more appealing. And at the same time, it allows you to really customize your installation, and that's the whole crux of Google Analytics and many other tools. If you can measure really data that is important to you as a business owner and for the outcomes that you want to drive, then you have your analytics set up really customized and can drive better results with that data because that data is then customized to your business.

John (10:49): Talk a little bit about, and I know this is a big topic, but hopefully you can simplify it for somebody who maybe doesn't know much about it, talk about the element of events because that's really become kind of the key element that Google Analytics four has been built around, but maybe if you were talking to somebody who knew very little about Google Analytics, how would you explain the role of what they're calling events?

Julian (11:16): Yeah, and it's the most powerful thing I think in the data model, the change data model that they have in GA four, previously you were describing the interactions that a user could take on your website as such as a page view that somebody did a click on, a button, a conversion or a transaction that they could trigger. Now these are all very specific to a business model. Transaction can be usually done by a e-commerce website, but it's totally irrelevant for a blog, for example, that doesn't sell any products. So you had a kind of data structure that was good for some businesses and bad for other businesses kind of because Google needs to have such data in order to interpret it correctly and know, okay, I'm going to build this report out for the user, the end user that looks at the data with the event, they were able to make it way more flexible because all there is now is the data type of event that you can send into the system and the event name describes the event that you're sending in.

(12:23): So the event name could be a transaction, could be a page due, and it could be a scroll or a button click, and you can describe this data further with parameters. For example, a transaction has a price attached to it or a card value and so on, or an order value that the user has triggered. This can all be then built out. Google Analytics gave us the possibility now with events to describe any kind of descriptor of that event in a larger format, and we can push that all into a system and make it really, really customized to our business needs again, so there's no discrepancy or you can use Google Analytics to check a blog as well as a game which maybe has a completely different set of events that you might want to track.

John (13:10): Yeah, and I think that the beautiful thing about that too is as you said, you can start, we work with a lot of clients that they want to know what's my return on investment for my marketing? And I mean, a smart marketer will set analytics up in a way that says, look, we drove this much, this happened that turned into this kind of conversion. We know that's worth $12 or whatever the amount is, and you literally at the end of the month can say, for that $4,000 you paid us this month, we can attribute $40,000 worth of new business to it. And I think it's really a powerful tool for a consultant or a marketer to prove their worth, isn't it?

Julian (13:51): Yeah, absolutely. And I think that really what we have in the internet world is that we are able to know all of this stuff because it's way harder in a brick and mortar business to track if somebody comes into the store and looks at products and then checks out. So you have all of that data and you should use it.

John (14:12): Yeah, absolutely. So is there anything we need to know that was an enhancement in terms of say ad tracking?

Julian (14:21): Ad tracking is getting notoriously harder and harder as everybody knows. I mean, there's privacy concerns on many sides, not only from a legislation point of view here in Europe definitely, but also from private companies. Now Apple is really clamping down on a lot of the data that the advertisers can have. Now, Google Analytics itself is first and foremost a tool for user behavior tracking, but it connects obviously to certain other tools. And if you are not able to track your conversions, for example, so you're not able to get that data, it can also be detrimental to your marketing campaigns in the end. So Google Analytics is trying to fill the gaps, so to say. So what they are trying to take into consideration is when a user has denied ad tracking or there's no signal that is coming over, how statistically speaking, can we maybe fill that gap with synthetic data?

(15:25): Now it's a little bit black box on how they do this. Obviously there's a lot of machine learning in the background. Google has been investing into that space for a long, long time. So this makes their way into Google Analytics, obviously quite rapidly, and I'm kind of torn on both sides because yes, we might get more and better data, but we don't know how good that data is in the end because it goes through a black box and Google kind of controls the algorithm behind it. So it's something that I'm looking at with a little bit of a skeptical eye. I think at the same time, it is the right direction because we are not able to get all of complete data nowadays, and Google Analytics is not a hundred percent complete in that.

John (16:15): So what are some other tools? We've been talking primarily about Google Analytics for, but what are some other tools? If I'm a typical small to midsize business, I know that's a big range and I want to have a better idea of what's going on on my website or even attribution or is a page performing I want it to perform. What are some other tools that you like? Yeah,

Julian (16:39): I think Google Analytics is a great tool to have running. Just imagine that this is actually an enterprise tool that is made possible by Google for free because they want you to spend more money on Google Ads obviously. But at the same time, there are other tools out there that do a similar good job on that side. We actually only recommend certain tools when it comes to certain questions that you might want to have. If you really want to know how is my landing page performing because I get a lot of people onto this landing page, it's not performing in the way that I want it to perform. Then you can look at, for example, session recordings, hot Jaws a really cool tool that lets you know what the users are doing and ask them questions as well while they're on your website so you can get insights about how to improve a certain page.

(17:27): And that can be a very valuable tool. I'm still a really big fan of the Good Excel or Google Sheets for data analysis as well, so you don't have to do everything in Google Analytics. You can also take that data and pull it all together because to be frank, Google Analytics doesn't have all the data. You also have sales data in your C R M or in your shop system. And the power behind it is really if you combine that data and maybe you can take all the data together and combine it in a way. Now Google Sheets or Excel is like the layman's tool to do all of these things. Obviously you can then go further into really data statistical, data analysis tools, and a lot of people are then looking into how can I build my own data warehouse in order to do certain things? But yeah, I think it's a little bit of an overkill at this point when you don't yet spend so much money on ads and it's really a vital part of your business. So I would stick to the good all three free tools that Google provides, which is Google Tag Manager to manage your tags and your JavaScript codes, Google Analytics to track actually the data and save the data in a system. And then visualization is very important. So Google Looker Studio does this quite well as well.

John (18:46): Alright, just because we have to talk about AI on pretty much every podcast episode now, what's the role of AI in analyzing just basic Google Analytics data even? Are you seeing some tools or even just prompts that people are writing to analyze data for better conversions or better tracking?

Julian (19:07): Yeah, I'm just waiting for Google to really implement this. I thought this product, and I mean in Google ads, we already see it. As long as we look at data and need to click around to answer our questions, that could actually be taken over by a machine. Now we need to be careful here because especially when under the light of privacy, we are working with data that maybe doesn't belong to us and putting it into another system that analyzes it and we don't know how it analyzes, it might be a risk in itself. So I'm not the first one that puts the data into a chat G P T and just lets it figure it out.

John (19:48): But

Julian (19:48): Yeah, these tools are out there already and there have been already advances made with the plugins that we see in Chat G P T that you can connect it to Google Analytics and to other tools and just answer basic questions to it. It'll make our job definitely easier. And for the layman, it'll be definitely

(20:08): A really cool advancement because you don't have to click through actual reports anymore. The machine will be able to tell you the results itself. Again, the only thing that we need to caution ourselves in, and that will be the big war that will be going on, I think in the next years, is not that who can do this operation or that operation, but rather who do we actually trust in the end? Because there will be a lot through algorithms, a lot through black boxes going our data, sucking it in, and then giving us an output. How much do we trust this actually? And yeah, the trust was on, there's Google, there are other companies out there that actually work with a lot of data and we don't know where we'll end up. From my opinion, it is never too late if you are already a little bit more advanced to think about actually getting a hold of your raw data and saving it yourself. So you will be able to send it to many different other tools if you don't trust the output of Google anymore or the output of any other tool. So if you have control of your data, you'll be able to do so. Otherwise it's all on Google and you kind of need to go with that machine.

John (21:20): All right, Julie and I want to thank you for stopping by the Duct Tape Marketing podcast for a bit. Do you want to invite people where they might connect with you and learn about particularly your YouTube channel? I suspect that's where you send a lot of people.

Julian (21:32): Yeah, absolutely. So you can go over to measure school.com. That's where we have most of our teachings. For professional marketers who want to learn these tools, we have a YouTube channel you can just look us up on at Measure School. And actually one thing is a event that we are running called Measure Summit, where we have the format experts on the whole measurement scene and interview them. So if you want to check that out, it's all for free. Go over to measure summit.com.

John (21:59): Awesome. And we'll have those links in the show notes as well. So Julian, again, appreciate you stopping by the Duct Tape Marketing Podcast and maybe we'll run into you one of these days out there on the road.

Julian (22:09): Thank you, John.

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The Digital Tools Every Business Owner Needs & The Exact Ones I Use

The Digital Tools Every Business Owner Needs & The Exact Ones I Use written by John Jantsch read more at Duct Tape Marketing

The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I decided to go solo and talk about a topic that’s been on my mind for a while: the importance of selecting the right tools for your business. In the constantly evolving landscape of marketing, strategies and tools are in a state of perpetual flux. Staying ahead of the game and making strategic tool choices is the key to achieving remarkable success.

Listen in as I uncover the significance of choosing the right tools for your business. Discover how focusing on a select set of tools, rather than constantly chasing new technologies, can lead to enhanced efficiency, productivity, and marketing excellence. Learn how proficiency with your existing tools can set you on the path to success as we dive into the world of tool selection and its impact on your business.

Key Takeaway:

During this episode, we talked about the importance of your tool’s usage for your business. In today’s world, it’s easy to fall into the trap of constantly seeking new tools and technologies. We believe in the importance of establishing and mastering a core set of tools, and become proficient in their use, so you can achieve greater efficiency, productivity, and marketing success. Avoid tool leapfrog and the distraction it brings; instead, invest your time and energy into establishing your primary set of tools.

Topics I cover

• [01:08] The trap of constantly seeking new tools
• [01:54] The distraction of new technology
• [02:38] The Mantra: “Do with less, but do it brilliantly”
• [03:35] Duct Tape Marketing core tool set
• [04:22] Newsletter tool
• [05:06] Project management tool
• [06:37] Google workspace and its advantages
• [09:46] How to be more disciplined with your tools

More about Me:

• Connect with John Jantsch on LinkedIn

More About The Agency Certification Intensive Training:

• Learn more about the Agency Certification Intensive Training here

Get Your Free AI Prompts To Build A Marketing Strategy:

• Download now

Like this show? Click on over and give us a review on iTunes, please!

 

Duct Tape Transcript

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Speaker 1 (00:08): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and no guest. Today. I'm going to do a solo show. It's been way too long. It's kind of more of a public service announcement, if you will, and I'm going to title this public service announcement. Stop Playing Tool Leapfrog. You know what? Entrepreneurs love tools, new tech, shiny stuff. I work with a lot of marketing agencies. They really love new tools and they often justify that there's efficiencies gained. I mean, the competitive advantages or even the first mover shtick that you hear people talk about in reality, however, oftentimes a new tool or switching to a new version for a new feature here and there is mostly a reason for distraction. So they don't have to get down to the real tasks of doing the hard work. Ever fallen into that category, you delude yourself into believing that all you need is this next new tool that's going to solve all the problems.

(01:08): I know I'm sounding a little harsh today, but I mean, because fallen prey to it many times. I remember back in college when I'd have a big test coming up, all of a sudden I just had to clean my room for the first time in months. And I think it's a little like that. We put off what we know we need to do because maybe it's the hard work of running our business because we think this new thing is going to be more attractive or it's going solve whatever it is we're trying to solve at that moment. So here's what I tell people all the time. Lock down on a core set of tools that you must use, get good at using them, and then just go to work and stop looking around for the next new thing. Now, I'm not saying that you can't keep your head up looking for ways to improve the tool stack.

(01:54): I mean, look at how much comes along, how many tools that we use today that we didn't use five years ago. But what I'm saying is don't flip around because someone adds a new feature. Every single tool, like let's say you're looking at a C R M tool and you're saying, oh, but these guys now have AI baked in or something like that. Every single one of those tools that is out there is going to have AI baked in, I mean, or whatever the next feature is or the torian is going to be. I often tell people when they say, well, what's the best tool to do this with the one you know how to use? Because I think that that's what makes one tool better than another is that you get good at using it, you understand some of the more advanced features, and so consequently, you get a lot more of the efficiencies that are promised.

(02:38): I mean, most of us are probably only using 10% of most of the tools. I mean, we use monday.com for project management, and I know that it does so much more we use, but if I'm leapfrogging around jumping to other tools, I'll never get good enough at using that tool to really realize the promise that the great sales page showed us. And I think switching tools frankly has a real and measurable cost that probably outweighs any gain. I mean, you think about even just a little thing when a tool updates their user interface and it's like, oh, where is everything? I have to relearn it again. I mean, that's a real cost, I think involved in switching tools. Here's my mantra on tools, do with less, but do it brilliantly. I already talked about, I work with multiple marketing agencies and I can't tell you how many of 'em have three or four tools that do the exact same thing.

(03:35): This one was going to be better, and then they look at their credit card statement and they're spending thousands of dollars a month on tools that they're not even using. But one day sounded like a good idea. Okay, enough of the preaching. Now I'm just going to go straight into what I think. Well, it's my core tool set in case you're interested, but I think they're also the core tools that most businesses need to run their business effectively. Alright, the first one is A C R M tool, customer Relationship Management. In case you didn't know that, that's what C R M stood for. We use Active Campaign. Now, the purpose of a tool like this is obviously to keep track of your customers, have some history of your communication with them, even having purchase history baked in, knowing what pipeline you've got, who needs to be contacted, nest.

(04:22): If you've got a newsletter, it's a great tool to send out to your list or to people who bought a certain product. It's a great way to promote that new product or the next product to them. I love to campaign. I'll just give it a shout out because, and we recommend it to all our clients. It's very affordable option, frankly. I mean, some of these tools can get up to being thousands of dollars a month, easy to use, powerful. It can do lots of things. My favorite is something called automations where you can make stuff happen automatically. So that's it for C R M, internal communications, one of the things that we do from as a practice in my business is we don't email each other, meaning team members in the business because email just, well, first off, it's a sinkhole for a lot of people.

(05:06): It's very hard to keep track of or organize things that have gone on or maybe are going on for weeks that you're talking about next to. It's like, what was that threat or who was on that threat? So we use Slack. I mean, I know many, many people do, but it's kind of our internal communication tool, and I think anybody has any correspondence with, I mean, there are lots of other good uses for it as well, but anybody who does any kind of communication internally I think needs to have a tool like that. I mentioned Project Management Tool Monday. This is one of those categories that really has lots of, they all do the same thing almost. It's really more of how they do it or what it looks like or what you get used to using. But I think having project management is absolutely both for internal and external.

(05:49): I mean, we put our clients on project management. We have any project that we're doing internally, say for marketing, we'll be in a project management tool. So it's a great way to keep it all in one place, keep all the resources in one place, keep all the communication in one place. Certainly timelines and project deadlines, tasks, things like that. Research and strategy chat. G P T is a great tool for that. I know there's lots of people out there promoting it for lots of other things like baking bread or whatever it can do. We use it for research primarily pretty much every day. In fact, I would say that AI is increasingly not going to be seen as a tool. It's really a layer. It's going to be a layer that's baked into every tool and Zoom for our meetings, which is the next tool that having some sort of a meeting, online meeting tool with AI baked into it, and Zoom just offered that.

(06:37): So there again, I know lots of people were going to note takers like Otter and I don't know, they show up on my Zoom meetings all the time. So it was only a matter of time before Zoom actually baked that in as well. Collaboration and file management, I think it's hard to go wrong with Google Workspace. I know a lot of people use a lot of other tools, but for us, I mean that's our email, that's our calendar. That's certainly something we're in every day using Sheets and using docs, and even using slides now because it's such a great tool to collaborate, especially when you have remote teams like most of us do today. It's a great way to be able to collaborate and file, manage. I mean, we have our entire file structure so that theoretically we can find things very easily rather than having them all of our files on various people's laptops or whatever.

(07:27): They keep those things on. Web hosting obviously is another part of the tool stack. I love pressable. We do use the agency plan, so we have maybe 20 client websites that are hosted on those at any given time as well. I tell you, in the world of web hosting and domain registration, I mean, there are lots of cheap options out there, but don't expect any service from those. One of the things I really love about Pressable is their service is awesome. There's lots going on in the world of hacking websites these days, and so having somebody that you can call up and say, oops, this happened, help us fix it, is pretty darn awesome. We use Calendly today. I think a meeting scheduler is certainly a tool that everybody's gotten used to. There's going to be lots of feature creep in this category of tools, doing this or that, but having an easy way for somebody to just pick a time and schedule certainly for sales is awesome.

(08:21): But really I do it for my podcast. I schedule my podcast that way. People say, yeah, I want to be on the show. I send 'em a link. They find a time that I have kind of predetermined for when I do my recordings and works out beautifully without a whole bunch of back and forth. You do need some sort of accounting software. Obviously. I was going to give a shout out to QuickBooks online, but it's really just, I've been on it forever and 20 years of financial data is buried in there somewhere, and there are lots of other options. I hear great things about Xero. FreshBooks is another one that I know a lot of people use for various aspects of that as well. That's kind of the core stack now for our clients. And I have a network of fractional CMOs. We recommend a lot of other tools, obviously for doing fulfillment of the work.

(09:07): Tools like Agency Analytics, SEMrush, we have great relationship with Desk Team 360 that does all of our web design work. So I could go on and on and on, but then we'd be getting into tool overwhelm again. And so my main point here was lock down a core stack stop switching, stop leapfrogging because you're just going to burn up a lot of time and energy and probably end up at the same place. I actually was discussing this with somebody on LinkedIn and they had an interesting approach to this because he said, yeah, I was really falling prey to this as well. And you know how a lot of plans, software plans will offer, you can pay monthly or you can pay

Speaker 2 (09:45): Annually.

Speaker 1 (09:46): So he was saying, if I commit to a plan or to a tool, I always take the annual payment because then it just kind of locks me in. Like, I can't leave after three months because I've already paid for the whole year. So that might be one way to give yourself some disciplines. It's kind of like signing up for months in advance and it kind of forces you to do to the work to get ready for. So that's it today. Hopefully this public service type message was useful. If you've got any questions, I'm always available, John at Duct Tape Marketing. Gosh darn. We love those reviews over there on Apple or wherever it is that you review your favorite podcasts and spread the word. If I say something useful here, share it with five friends. That's my request today. Share this show with five friends who have a little bit of a problem with buying too many tools. That's my request for today. Take care, and hopefully we'll run into you

Speaker 2 (10:37): One of these days out there on the road.

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Today’s Top B2B Inbound Marketing Challenges

In 2023, B2B inbound marketing is more important than ever. While web traffic and email open rates across industries have both been in freefall, inbound leads rose by over 6%, and web-based conversions saw a nearly 11% increase.

Marketers across industries seem well aware that inbound marketing performs, as 88% of marketers already doing SEO work plan to increase or maintain their investment moving forward, and nine out of 10 marketers plan to increase their investment or continue using short-form videos as a major element of their ongoing strategy.

All this well-warranted buzz around inbound marketing has made the practice more competitive than ever.

If your B2B brand wants to rise above the noise, you’ll have to confront and overcome some serious challenges in the process. Let’s tackle them together:

1 — Economic downturn & pressure to prove ROI fast

Perhaps the most immediately pressing challenges facing B2B inbound marketers today relate to the tough market conditions resulting from the protracted economic downturn we’ve been facing for most of 2023.

According to Insider Intelligence, B2B sales growth is down 3.4% this year, while ad spend continues to rise at a growth rate of 9.3 percent. The result, as Sara Lebow wrote for Insider, is that “B2B companies are fighting over increasingly limited spend.”

B2B inbound marketers are likely feeling this crunch more than most. The most recent B2B Marketing Benchmark report from LinkedIn* showed that CMOs are under pressure to demonstrate marketing impact on the bottom line faster than ever.

Unfortunately, it’s easier to quickly prove the ROI of demand generation marketing than inbound marketing. This has been an infamous ongoing problem in B2B that has led to the dominance of performance marketing at the expense of brand building.

Solution: Redefining the ROI of inbound marketing

As the stats above demonstrate, the problem with B2B inbound marketing isn’t actually making the impact; it’s proving the impact has been made. B2B marketers are relying on performance metrics for their inbound marketing that undermine how big a difference their inbound is actually makes.

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“The problem with B2B inbound marketing isn’t actually making the impact; it’s proving the impact has been made.” — Harry Mackin of @TopRank Marketing
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New metrics for B2B inbound marketing success are needed. Many marketers are using brand performance metrics to understand the impact of upper-funnel and inbound efforts in the greater context of pipeline and revenue.

Armed with metrics like these, it’s much easier for inbound marketers to prove how essential their brand building is to long-term, sustained success – even in the midst of an economic downturn.

2 — The competition is fierce, and only growing fiercer

According to the 2023 B2B marketing mix report by SageFrog, nearly half of all B2B brands (49%) are actively implementing SEO inbound marketing as a major part of their marketing strategy. Another 43% are investing in content marketing and organic social media inbound marketing.

With so much inbound marketing out there, it’s little wonder that 59% of all digital marketers say their company is experiencing more competition this year than they did in 2022. HubSpot’s State of Inbound Marketing Report found that 22% of social media marketers reported “creating engaging content” and “gaining and keeping followers” as their greatest challenges in 2023.

This competition isn’t going anywhere, either. The global B2B SEO services market is currently valued at $46.7 billion, and it’s set to reach $238 billion by 2030. According to HubSpot’s 2023 State of Marketing Report, almost nine out of 10 (88%) marketers who do SEO inbound marketing plan to maintain or increase how much they do this year.

Solution: Highly-targeted, intent-based content

TopRank recently published our guide to SEO and qualified search traffic, “Marketing with Intent.” We define intent-based marketing as a way to center your B2B content strategy on an intent-based SEO approach. This strategy is the perfect way to stand out to a B2B audience, no matter the competition.

For example, did you know that keywords between 10 to 15 words in length get 1.76x the clicks as single-word terms? These intent-heavy “long-tail” keywords are growing more popular both because of how much content is on the internet right now, and because of how the mass adoption of voice search is radically changing the way SEO works.

Getting to know what your audience is searching for and why will help inform every aspect of your inbound marketing, from what you produce to how you produce it to even where you publish it.

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“Getting to know what your audience is searching for and why will help inform every aspect of your inbound marketing, from what you produce to how you produce it to even where you publish it.” — Harry Mackin of @TopRank Marketing
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If you can truly shape your B2B inbound marketing around audience intent, it won’t matter how much other content is trying to get their attention. You’ll be the brand showing up for what they need and giving them exactly what they’re looking for.

3 — B2B audiences are tough to pin down

Of course, to achieve effective B2B inbound intent marketing, you have to understand your audience’s intent. Only 11% of B2B digital marketers say they have the data they need to anticipate their target audience’s needs, compared to 29% of B2C digital marketers.

Without access to this information, 21% of social media marketers report challenges reaching their target audience, and as many as 43% of digital marketers expect changes in their audiences’ needs to impede their success.

Solution: Join the community through influencer marketing

Today’s B2B inbound marketers can’t afford to remain on the outside looking in anymore. They have to truly join the professional community they’re marketing to.

Two years ago, LinkedIn and Edelman interviewed 3,600 management-level B2B professionals who are regularly exposed to inbound marketing to ask them what worked and what didn’t. Their responses point to a deep desire for inbound marketing that engages with community thinking:

• 81% want inbound marketing that challenges their assumptions regarding their industry
• 77% want deep dives into specialized industry topics
• 67% want content that prominently features the point of view of a clearly identifiable author
• 62% want more inbound marketing that speaks to current business trends

B2B decision makers are ready to engage with B2B inbound marketing. They just want it to engage with them on their level. B2B marketers need to get on that level.

There’s one more especially important stat from LinkedIn’s survey: 80% of B2B decision makers want content that includes data and insights from other trusted individuals or organizations beyond just the publishing company.

B2B influencer marketing is a natural way to satisfy the requirements of the modern B2B audience while entering the community at the same time. There’s a reason why campaigns experience 11x better ROI when adding even niche influencers to their campaigns:

By working with the right influencers to produce B2B inbound marketing content, you can show your audience that you understand them and can speak to their needs the way they want you to.

If you have any other questions about all things B2B marketing, or you want to work on your own inbound marketing challenges together, TopRank Marketing’s experts are ready to help. Get in touch today.

* Disclosure: LinkedIn is a TopRank Marketing client

The post Today’s Top B2B Inbound Marketing Challenges appeared first on B2B Marketing Blog - TopRank®.

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Return on Intelligence: ServiceNow on Optimizing B2B Brand Thought Leadership with Content

While AI-related buzzwords are now more common than morning coffee, differentiating B2B brands through authentic thought leadership has never been more important.

At Content Marketing World in Washington D.C., Richard Murphy, Editor in Chief and Director as well as the mind behind thought leadership at ServiceNow, presented some compelling insights on cutting through the clutter with thought leadership content that differentiates your brand and builds trust with your audience in a market saturated with AI hype.

Here is an overview of his presentation.

AI: The Double-Edged Sword:

Just as seagulls in “Finding Nemo” endlessly cry “mine, mine, mine,” an increasing number of B2B tech brands are incessantly touting AI as their game-changing solution. Of course the tech industry isn’t a stranger to such hype cycles.

Richard Murphy, Director, Editor in Chief at ServiceNow

While AI promises some significant advancements from revolutionizing creativity to optimizing workflows, it’s important to remember the foundational rule: garbage in, garbage out.

This sentiment is very much in line with what I’ve shared in my own presentations on AI and B2B content marketing. Gen AI simply makes you more of what you are — a broke jerk only becomes a rich jerk with more money. If you’re lacking imagination and you put “crap” in to the prompt of a GenAI system, you’ll simply get “crappy” content out.

But back to Richard’s presentation. Interestingly, a lot of AI-generated content might feel familiar (and mediocre) to us because in many ways it’s recycling what the internet already knows. However, the silver lining is that brands focused on communicating with authentic narratives can pierce through the mediocrity of GenAI content.

“Tell stories that make the company look smart, build trust in the brand and encourage sales without ‘selling’.” Richard Murphy, Director, Editor in Chief at ServiceNow

Three Pillars of Authentic Thought Leadership:

1. Elevate Your Brand Without Overt Selling:
ServiceNow, despite its exponential growth from 1bn to 8bn in revenue from 2017 to 2023, understands that their target audience — senior leaders — aren’t looking for granular product details. They’re after the broader picture: customer experience, profitability, and overarching strategies. As a result, they’ve learned that it’s essential for them to create stories that amplify brand trust and implicitly drive sales, without overtly pushing products.

2. Advance the Narrative:
To transcend the typical tech sales conversation, ServiceNow introduced ‘Workflow‘, a platform tailored for senior leaders and the general business audience. Think of it as a niche business publication, populated with original research, trend analyses, and special reports. It’s not about reactive news but proactive insights. They’ve consistently been ahead of the curve, covering pressing topics like hybrid work, environmental social governance (ESG), and AI’s future impacts.

3. Building the Insight Engine:
Original research forms the core of ServiceNow’s content strategy with Workflow. They embrace a hub-and-spoke model, with original studies at the center, branching out into thought leadership articles, social media, region-specific content, PR pitches, and more. While their primary content seldom drills down into their products, a strategic linkage guides readers towards commercial content, subtly attracting them into the sales funnel. Their LinkedIn newsletter further demonstrates the power of delivering value to readers.

Thought Leadership: The Brand Elevation Tool:

True thought leadership doesn’t merely generate brand visibility; it cultivates trust and propels businesses forward. Senior leaders are more inclined to delve deeper into a brand’s offerings after consuming genuine, value-driven thought leadership content. Richard Murphy’s presentation about the approach ServiceNow is taking underscores a important lesson for brands: by providing immediate value and showcasing expertise, they’re more likely to transform readers into potential customers. This is the DNA of content marketing that I think my pal Joe Pulizzi would agree with.

In a business and marketing landscape where every brand now seems to be armed with an AI wand, emphasizing authenticity with thought leadership is the real magic. By focusing on genuine insights, brands can navigate the AI hype maze and create meaningful, trust-driven connections with their audience and creates the business impact we’re all looking for.

To dig deeper into B2B thought leadership and executive influence, check out some of these posts:

• Thought Leadership and Influencer Marketing
• Forrester on Thought Leadership Opportunities
• Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing
• 20 Ways to Build B2B Executive Credibility and Thought Leadership

Learn more about TopRank Marketing’s Influencer Marketing and Content Marketing solutions for building B2B brand thought leadership.

The post Return on Intelligence: ServiceNow on Optimizing B2B Brand Thought Leadership with Content appeared first on B2B Marketing Blog - TopRank®.

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