B2B Sales and Marketing Digest

June 28th, 2021 at 00:03 am by Chris Herbert

The B2B Sales and Marketing Digest is a list of articles and posts that got our attention, that we’ve read and annotated. Check out our Tech Digest as well.

UPDATED: Jun 28/21 | NOTE: If link to article is taking too long to load, you’ll see a blue PAC man eating dots, just refresh your browser. – Chris

2021

n summer break. Digest will start up in October.

Week of Jun 13

Content Teardown: From Unpublished to #1 in 7 Weeks | Growth Content
You’re a Marketer. So Why Isn’t Your Own Brand Distinctive? |Egon Zehnder

Week of Jun 6

Revenue as a Product. RevOps as a Movement | LinkedIn
Priya Parker on Rethinking How and Why We Gather | Eventbrite

Week of May 30

There Are Four Kinds of Keyword Research; Make Sure You’re Doing the Right One(s) | SparkToro
Here’s Where Marketing Leaders Are Focused Today | CMS Wire

Week of May 23

CMO Tenure Keeps Dropping, At Lowest Point Since 2009 | Marketing Charts
Case Study: Why You Should Update Content – Or Risk Traffic | Single Grain

Week of May 16

The “Marketing is Evil” Problem | SparkToro
The True Impact of Social Analytics on B2B Funnels | Hubspot

Enjoying the B2B Sales and Marketing Digest? You might also like our Technology Digest as well.

Week of May 9

Newslettering vs. Blogging Strategy | CRM Buyer
What’s a Good Landing Page Conversion Rate? | Marketing Charts

Week of May 2

What Drives Brand Affinity for B2B Companies? | Marketing Charts
What B2B Buyers Say Sellers Can Do to Influence Their Purchase Decisions | Marketing Charts

Week of Apr 25

CHECK OUT: The 4 Stages of Empathy. A Marketer’s Perspective

What B2B Sales Enablement “Visionaries” Are Doing: 7 Points | Marketing Charts
How Can B2B Marketers Use Thought Leadership to Build Relationships with Client Executives? | ITSMA (annotations don’t display)

Week of Apr 18

Google Page Experience Algorithm Update Launching in Mid-June | Search Engine Journal
How to Use Low Search Volume Keywords to Optimize B2B Tech Content | Moz

Week of Apr 11

Why P2P Marketing Might Be a Good Alternative to Influencer Marketing | Hubspot
5 ways to improve your Core Web Vitals | Yoast

Week of Apr 4

What Are Marketing Leadership’s Biggest Gaps? | Marketing Charts
Marketing Effectively at Scale Starts on Day One | Georgian

Week of Mar 28

How Much Should Your Marketing Team Budget for 2021? [By Industry] | Hubspot
Gen Xers Turn to Search for Product Research, Brand Discovery | Marketing Charts

Week of Mar 21

What Consumers Want to See on Company Websites [New Data] | Hubspot
CMOs Recognize Benefits of Digital Marketing During the Pandemic | Marketing Charts

Week of Mar 14

How To Use Hashtags on LinkedIn [Step-by-Step Guide] | Hubspot
Look This Way: 9 Visual Content Options to Consider | Content Marketing Institute

Week of Mar 7

The History of Sales – Told 101 Years Ago | Todd Caponi
Marketing Personas Are Almost Always a Boondoggle (but they don’t have to be) | SparkToro

Week of Feb 28

Fewer Than Half of B2B SMBs Report Shared KPIs for Marketing and Sales | Marketing Charts
A Framework for Account-Based Marketing (ABM) Success on LinkedIn | LinkedIn

Week of Feb 21

The Paradox of Content Marketing to Beginners vs. Experts | SparkToro
In Engagement Shift, Friday Proves Top Day for Email Response Rates in 2020 | Marketing Charts

Week of Feb 14

Tech vendors must show they’re a strategic partner in the Age of Agility | LinkedIn
What’s in CMOs’ Growth Plans This Year? | Marketing Charts

Week of Feb 7

The Science Of Brand | LinkedIn Marketing Solutions
B2B Marketers Keep the Focus on Revenue in 2021 | Marketing Charts

Week of Jan 31

Majority of B2B advertising is ‘ineffective’ | Marketing Week
Here’s How CMOs Can Help Jumpstart Growth in 2021 | CMS Wire

Week of Jan 24

Humanizing B2B Marketing | LinkedIn
B2B Marketers Claim Higher ROI from ABM | Marketing Charts

Week of Jan 17

The B2B Exhibition Industry Remained Grounded in Q3 | Marketing Charts
A New Breed of B2B Decision-Makers? | Marketing Charts

Week of Jan 10

10 tips to improve the quality of your page | Yoast
How to Get Ranked and Read With a Topic Cluster Model | Content Marketing Institute

Week of Jan 3

B2B Video ROI Reportedly Improving; Use in Sales Conversations Climbs | Marketing Charts
25 Stats That Make the Case for Infographics in Your Marketing | Hubpsot

2020

Week of Dec 21

Manufacturing Content Marketers Turn to Video | Marketing Charts
Connecting the dots: Reflections on the Canadian Digital Marketing Pulse Survey | CMA

Week of Dec 14

Demystifying the Martech Stack, Part 1: The Evaluation Process | CMA
One-Third of B2B Tech Marketers Say They’ll Meet Their Original KPIs This Year | Marketing Charts

Week of Dec 7

What’s the State of the Marketing-IT Relationship? | Marketing Charts
Removing Gatekeepers From Your Marketing | Hubspot

Week of Nov 30

Here’s What B2B Marketers Using ABM Say They’re Getting for Their Efforts | Marketing Charts
Interactive Infographics: A Picture of the Premise, Tools, & Process | Hubspot

Week of Nov 23

How to Convince Your Company’s Brain Trust to Collaborate on Content | Content Marketing Institute
I Blogged Every Night for a Week. It Went Terribly | SparkToro

Week of Nov 16

Executing A B2B Integrated Marketing Strategy: Who and What’s Involved? | Marketing Charts
These eight charts show how COVID-19 has changed B2B sales forever | McKinsey & Company

Week of Nov 9

B2B Content Marketers Getting More Successful in Building Credibility | Marketing Charts
Subject Matter Expertise A Growing Factor for B2B Buyers When Evaluating Vendors | Marketing Charts

Week of Nov 2

6 SEO KPIs Every Search Marketer Should Know | Hubspot
Value Drives B2B Content Success, Even As Pandemic Forces Changes | Marketing Charts

Week of Oct 26

What’s Up in 2021 for Content Marketing? | Content Marketing Institute
Value Drives B2B Content Success, Even As Pandemic Forces Changes | Marketing Charts

Week of Oct 19

The 4 Key Signs Your Marketing and Sales Teams Aren’t Aligned | Hubspot
Why Circular Thinking Works Better in Content Marketing | Content Marketing Institute

Week of Oct 12

What Impact Has COVID-19 Had on Digital Marketing Transformation? | Marketing Charts
Why Hasn’t CRM Taken Over the World? | CRM Buyer

Week of Oct 5

How B2B Demand Generation Has Adapted in 2020 | Marketing Charts
To recover from COVID-19, we need to make friends with CFOs. Stat. | Canadian Marketing Association

Week of Sep 28

US B2B Trade Show Market Not Forecast to Recover For Years | Marketing Charts
Does Social-Media Activism Really Work? | Time

Week of Sep 21

20 Stats That Make the Case for Co-Marketing in 2020 | Hubspot
These Content Marketing Rules Are Made to Be Broken | Content Marketing Institute

Week of Sep 14

15 Key Performance Indicators to Help Improve Your Marketing | Hubspot
Apple showing signs it may soon launch a search engine to compete against Google Search | Coywolf News

Week of Sep 7

How Many Target Accounts Do Reps Handle in ABM Programs? | Marketing Charts
How to Build Community-Centric Virtual Events, According to Moz’s CMO | Hubspot

Week of Aug 31

Re-imagining marketing in the next normal | McKinsey
B2B Marketers Turn to Digital Advertising in Greater Numbers | Marketing Charts

Week of Aug 24

The New Rules of Marketing [2020 Edition] | Hubspot
Do AR Product Previews Actually Lead to Purchases [New Research] | Hubspot

Week of Aug 17

These Are the Lead Magnets SMBs Say Convert Best | Marketing Charts
Building a marketing career in disruptive technology: What does it take? | IT World Canada

Week of Aug 10

B2B trade shows get a digital remake | Digital Commerce 360
B2B Buyers’ Engagement With Digital Content Has Grown During the Pandemic, With Some Behavior Changes | Marketing Charts

Week of Aug 3

Upstream vs. Downstream Marketing, Explained | Hubspot
What Types of Content Generate Leads That Convert? | Marketing Charts

Week of Jul 27

Half of Marketers and Advertisers Think All Future Live Events Will Have a Virtual Dimension | Marketing Charts
Six tips for building a successful martech investment pitch | Canadian Marketing Association

Week of Jul 20

What Do B2B Buyers Want from Inside Sales? | Marketing Charts
The 5 Most Popular Content Analytics Articles on CMI | Content Marketing Institute

Week of Jul 13

Are You Ready for Remote Selling? | Karen Kelly, Sales Performance Consultant
3 in 5 CMOs Agree That Marketing Has Increased in Importance During COVID-19 | Marketing Charts

Week of Jul 6

5 Big Obstacles Encountered by B2B Content Marketers | Content Marketing Institute
SAP CEO says outsourcing event platform ‘not the best decision’ after Sapphire technical glitches | Channel Daily News

Week of Jun 29

IDG Acquires Triblio | IDG
Forrester’s Lisa Riley Shares Her Perspective On The Future Of Events In B2B | DemandGen Report

Week of Jun 22

B2B Buyers Value These Traits in Salespeople | Marketing Charts
Which Marketing Responsibilities Will Be More Important in 5 Years’ Time? | Marketing Charts

Week of Jun 15

Marketers and Salespeople Confident in ABM As the Right Strategy, but Struggle to Execute Programs at Scale | Marketing Charts
No Need to Survey, You Already Have Data for Great Storytelling [Examples] | Content Marketing Institute

Week of Jun 8

4 in 10 People Say They See Too Much Branded Influencer Content on Social Media | Marketing Charts
Fueling the Future of Business | Gartner

Week of Jun 1

Page experience: a new Google ranking factor | Yoast
Does Your B2B Content Target an Active Audience? | Marketing Charts

Week of May 25

The next phase of partner marketing | Cisco Blogs
Introducing the State of Sales 2020 | LinkedIn

Week of May 18

Marketers at B2B Firms Tout the Value of Social Media | Marketing Charts
8 Things to Help Your Content Marketing Survive the Pandemic | Content Marketing Institute

Week of May 11

How COVID-19 Has Impacted Media Consumption, by Generation | Visual Capitalist
Where should brands go next? Your brand should go everywhere | Canadian Marketing Association

Week of May 4

This Week’s Big Deal: What Buyers Want Right Now | LinkedIn
B2B Sales Impact of Coronavirus [Infographic] | Business 2 Community

Week of Apr 27

Does Social Media Help SEO? | LeadG2
Marketing during the pandemic: Insights from the CMA B2B Council | Canadian Marketing Association

Week of Apr 20

3 Reasons to Update Your Marketing Strategy | Center for Sales Strategy
How to Define a Workflow That Keeps Content Production On Track | Content Marketing Institute

Week of Apr 13

B2B Buyers Rely on Vendor Websites for Content | Marketing Charts
Content Marketing Can Do More Than Survive in the New World | Content Marketing Institute

Week of Apr 6

7 Steps to Create a Helpful Interim Content Marketing Strategy | Content Marketing Institute
How to Create a Persuasive About Us Page that Converts [Examples] | Content Marketing Institute

Week of Mar 30

The Next Chapter of Meetup | Meetup Blog
Statistics to Prove B2B Sales Can Benefit from Social Selling | The Center for Sales Strategy

Week of Mar 23

The New and Future Reality of Virtual Events [The Weekly Wrap] | Content Marketing Institute
PE Firms Scramble to Organize Virtual Annual Meetings as Virus Spreads (free subscription required) | Buyouts

Week of Mar 16

Announcing mobile first indexing for the whole web | Google Webmaster Central Blog
Marketers Say They’re More Interested in Working with Micro-Influencers Than Celebrities | Marketing Charts

Week of Mar 9

Industries Face Declines in Trust | Marketing Charts
How Social Selling Changed the Buyer’s Journey | Social Media Marketing

Week of Mar 2

More Than Half of US Marketers Forecast to Use LinkedIn Next Year | Marketing Charts
Want More Business? Narrow Content Focus to Targeted Accounts | Content Marketing Institute

Week of Feb 24

4 Easy Ways To Shorten Your B2B Sales Cycle In 2020 | Forbes
What is An Attribution Model in Marketing? Explained for Beginners | Digital Ashva

Week of Feb 17

Keep These Five Tips In Mind When Growing Your Business Through Collaboration | Forbes
4 Content Marketing Goals That Really Matter to the Business | Content Marketing Institute

Week of Feb 10

How to Create a Strategic Social Media Plan [Template] | Content Marketing Institute
How High-Growth B2B Companies Get the Most Out of Sales Coaching | Marketing Charts

Week of Feb 3

Here Are Some E-Commerce Traffic Source and Conversion Rate Stats | Marketing Charts
Communications Pros Struggle With Tightening Budgets, Measurement | Marketing Charts

Week of Jan 27

The Inbound Sales Matrix: What It Is and What It Can Do for You | Hubspot
How to Get Valuable External Content Sources | Content Marketing Institute

Week of Jan 20

Week of Jan 13

Influencer marketing rules – a primer on what you should know | Canadian Marketing Association
9 Sales Leadership Qualities to Look for in Top Performers | The Center for Sales Strategy

Week of Jan 6

How Are Marketers Using Salesforce? | Marketing Charts
How Are Direct to Consumer (D2C) Brands Reaching Customers? | Marketing Charts

2019

Week of Dec 30

Driving Marketing Impact: The Essential Framework to Get You There | Gartner
Are Marketers Actually Measuring ROI? | Marketing Charts

Week of Dec 23

Marketers Tout SEO’s Effectiveness As They Look to Drive Leads, Customer Acquisition | MarketingCharts
Are Marketers Actually Measuring ROI? | MarketingCharts

Week of Dec 16

How to Crush Perceptions and Build Trust with Prospects | The Center for Sales Strategy
Are Marketers Satisfied With Social Media for Lead Generation? | Marketing Charts

Week of Dec 9

Which Advertising Objectives Lead to Which Outcomes on LinkedIn? (Oct 2019) | LinkedIn
What Do B2B Buyers Want From Sellers, and Why Do They Go Elsewhere? | MarketingCharts

Week of Dec 2

Is Community Becoming The Key Differentiator Amongst The VC Firms | Inc42
2019 Media Sales Report – How to Book More First-Time Appointments with Prospects | The Centre for Sales Strategy

Week of Nov 25

4 Big 2020 Sales Enablement Predictions | CRMBuyer
The B2B Marketing Strategy Guide for 2020 | bloomreach

Week of Nov 18

Building Trust through Thought Leadership | LinkedIn
The Most Useful B2B Buyer Behavior Insights Differ Between Marketing and Sales | MarketingCharts

Week of Nov 11

Customer Engagement Strategies to Try in 2019-2020 | Nimble
Channel Broadcast News to Better Your Content Marketing | Content Marketing Institute

Week of Nov 4

Enjoying the B2B Sales and Marketing Digest? You might also like our Technology Digest as well.

Week of Oct 28

Google digs into deeper meanings of searches | The Associated Press
CMOs and the C-Suite | Marketing Charts

Week of Oct 21

2020 B2B Content Marketing: What the Successful Do [New Research] | Content Marketing Institute
Five Focal Points For B2Bs In Digital Transformation | Adobe

Week of Oct 14

B2B Decision-Makers Point to Areas for E-Commerce Improvement | Marketing Charts
Marketers Are Looking At Retention and Satisfaction Rates to Determine CX Success | Marketing Charts

Enjoying the B2B Sales and Marketing Digest? You might also like our Technology Digest as well.

Week of Oct 7

Marketing and PR Alignment Is a Major Boon for B2B Marketers | ANA
Get the Audience Greenlight: A Lesson From a 19th Century Nurse | Content Marketing Institute

Week of Sep 22

How B2B Brands Can Better Monetize LinkedIn| John Obrecht, ANA
How Are Marketers Improving Lead Gen Quality? | Marketing Charts

Week of Sep 15

Marketing Accounts for Larger Portion of Firm Spend: 4 Notes About Budgets | Marketing Charts
How to Develop a Content Strategy: Start With These 3 Questions | Jodi Harris, Content Marketing Institute

Week of Sep 8

From one war to another – how front-end developers are about to become the most highly prized assets in a marketing team | Sonja Kotrotsos, Customer Think
Agencies Report Success in Achieving Clients’ Content Marketing Goals | Marketing Charts
How Are Businesses Going About Retaining Their Customers? | Marketing Charts

Week of Sep 1

2019 B2B Content Marketing Research: It Pays to Put Audience First (Fall 2018 post) | Lisa Murton Beets, Content Marketing Institute
Here’s What Digital Marketers Are Focusing On in the Coming Months | Marketing Charts

Enjoying the B2B Sales and Marketing Digest? You might also like our Technology Digest as well.

Week of Aug 25

Canadian Growth Hackers: Shopify’s Amy Martion on marchitecture and building growth teams | Vitaly Pecherskiy (co-founding and running StackAdapt), BetaKit

Week of Aug 18

Which Tactics Do Marketers Consider Effective At Different Stages of the Funnel? | Marketing Charts
How Have B2B Purchase Processes Changed? | Marketing Charts

Week of Aug 11

B2B Buyers Seem to Be Engaging Sales Reps Earlier in the Process: 3 Tips for Vendors | Marketing Charts
CMOs held up by short-term thinking: study | David Brown, The Message

Week of Aug 4

Want to Scale Your Content Marketing? Get the Employees Involved | Michael Brenner, Content Marketing Institute
Key Reasons Salespeople Use CRM: Productivity and Organization | Marketing Charts

Week of Jul 28

The US B2B Trade Show Market Continues to Grow | Marketing Charts
Can IT Tear Down The Wall Between B2B And B2C Marketing? | David Rand, CMO.com
7 Social Media Metrics That Should Really Matter to Your Brand | Martin Ochwat, Content Marketing Institute

Enjoying the B2B Sales and Marketing Digest? You might also like our Technology Digest as well.

Week of Jul 21

B2B Tech Marketers Get Results With In-Person Events | Marketing Charts
The Growing Relationship Between Martech & Blockchain | Joaquim Miro, CMO and Founding Partner at MLG Blockchain, Canadian Marketing Association, CMA
Americans Are Turning to Reputable Sources For Their News | Marketing Charts

Week of Jul 14

Some B2B Marketing Processes Have Room For Improvement | Marketing Charts
Brand Trust Is Becoming More Important: Here Are Some Key Stats And Themes | Marketing Charts

Week of Jun 30

Marketers Believe Research and Case Studies Are Their Target Audiences’ Most Trusted Content | Marketing Charts
Five Points About Podcast Advertising | Marketing Charts

Week of Jun 23

The B2B marketing growth formula – from Mark Ritson, Les Binet and Peter Field | Ngaire Moyes, LinkedIn
Here’s A Look At B2B Marketers’ Most Desired Metrics | Marketing Charts
Is Your B2B Content Targeting the Wrong Job Level? | Marketing Charts

Week of Jun 16

To get real value from ABM, don’t miss this crucial first step | Margaret Franco, Senior VP of Marketing EMEA, Dell, LinkedIn
What Metrics Are ABM Marketers Using to Measure Success? | Demand Gen/Marketing Charts
How U.S. Marketers Are Losing The Influencer Battle | Kimberley A. Whitler, Forbes.com

Week of Jun 9

Enterprise Companies Need Improvement Making Changes From Voice of Customer (VoC) Programs | Qualtrics/Marketing Charts
The Rise Of The Transformational CMO: Forbes’ Chief Insights Officer Provides Perspective (2016) | Kimberley A. Whitler, Forbes.com
3 in 4 Marketing Execs Expect CMOs to Be More Prevalent On Boards | Spencer Stuart/Marketing Charts

Week of Jun 2

Forget Luck. Become A Connector And Create Your Own | Darrah Brustein, Forbes

Week of May 26

How Can Marketers Decrease Wasteful Spending? | Marketing Charts
We See Salespeople as Essential Partners to Buyers. So Do Our New Real Faces of Sales. | Keith Browning, LinkedIn

Week of May 19

Building A Data Dashboard? Here Are Some Questions to Ask First. | Marketing Charts
We Asked 10 Sales Influencers about How Sales Technology is Changing the Buying Process | Sean Callahan, LinkedIn

Week of May 12

Reported Google browser change could be final death blow to cookies | Greg Sterling, Marketing Land
The Age of Continuous Connection | Nicolaj Siggelkow/Christian Terwiesch, Harvard Business Review
Marketing, IT Unite In The Name Of Content | Debbie Elkind, CMO.com

Week of May 5

How to write an effective email to people who receive a tons of emails | Mark Suster, Twitter
Strategic Content Marketers Use More Development Aids | Content Marketing Institute/Marketing Charts
GET TO KNOW…Mark Phibbs, Vice President of Marketing- Asia-Pacific and Japan, Cisco | CMO Council
Marketers Gain Benefits From Personalization, but Rate Performance Poorly | Evergage/Marketing Charts

Week of Apr 28

Marketers Gain Benefits From Personalization, but Rate Performance Poorly | Marketing Charts
For B2B Buyers, Vendor Transparency Makes Purchasing Easier and Faster | Marketing Charts

Week of Apr 21

What Do “Pioneer CMOs” Do Differently to Their Peers? | Accenture, Marketing Charts
Which Types of B2B Influencer Content Do Buyers Find Valuable? | Marketing Charts
Reach vs. Relationships | Scott Ingram, LinkedIn

Week of Apr 14

B2B Buyers Want More Data and Research in Vendor Content | Marketing Charts
Most Pressing Topics for CMOs

[Chart] I would argue that these are the top 6 things that either keep CMOs up at night and are critical to their ongoing success as one. pic.twitter.com/fBa7mFDCcs
— Chris Herbert (@B2Bspecialist) April 19, 2019