AI, Video, and Strategy: The New Holy Trinity of B2B Marketing
According to the 95-5 Rule (source: The B2B Institute), 95% of buyers who account for a future source of cash flow are not buying today. If the bulk of buyers aren’t ready to buy immediately, B2B marketers should be focused on what comes to mind when a buyer is ready to buy.?
As we introduce this month's Fast Takes, it's clear that the B2B marketing world is undergoing a seismic shift. Google's core updates are pushing marketers to prioritize genuinely helpful content over SEO, while LinkedIn's bold leap into video content is reshaping how professionals connect and share information. Meanwhile, AI is making its presence felt in unexpected ways, from Google's "Ask Photos" feature raising privacy concerns to Perplexity's AI-driven search ads promising a new frontier in targeted advertising.
The challenge is to navigate this complex landscape by embracing new technologies and platforms while staying true to core B2B marketing principles. By focusing on creating genuine value for our audience, leveraging new content formats like video, and maintaining a strategic long-term vision, we can position ourselves for success in this rapidly evolving digital ecosystem.
Breaking Down the Hard-Core Google Updates and What You Need to Do to Stay on the Browser’s Good Side
Google core updates aim to better reflect positive changes made by websites, while demoting SEO-focused material that doesn’t offer substantive user value.
Do you remember 谷歌 's "Helpful Content" update back in September 2023? It definitely shook things up for a lot of marketers who relied heavily on SEO tactics instead of focusing on creating content that truly served their audience.
Google's message is clear: They want users to have the best possible experience, and that means prioritizing content that's genuinely helpful and informative, not just stuffed with keywords for SEO and catered to buyer personas.
Danny Sullivan dives deeper into the core update philosophy and clarifies that Google isn't out to "punish" marketers. It's really about rewarding those who prioritize user value.
So, what does this mean for you?
By following these guidelines, you can ensure that your website stays on Google's good side and continues to rank well.
Is Your Phone Spying on Your Pictures? Google's "Ask Photos" AI Assistant Raises Eyebrows
While it's impressive that Google’s AI can now create narratives from our photo collections, it’s worth questioning how comfortable we are with a machine combing through our personal memories.
Soon, you won't need to endlessly scroll through your photo library to find that one image from five years ago. With 谷歌 's new AI assistant "Ask Photos," you can simply ask your phone to locate photos based on people, objects, or places. While it sounds convenient, it also brings a sense of discomfort—your phone is no longer just a tool but a storyteller that can create narratives around your images.
For now, I’d prefer to scroll myself, as the idea of AI interpreting and understanding my personal moments feels unsettling. This innovation raises important questions about privacy: how comfortable are we letting AI observe and analyze our memories through our photos?
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Search Ads Get an AI Makeover: Perplexity Pitches Advertisers a New Search Frontier
Perplexity's plan is to integrate ads within users' queries and answers — potentially as soon as the fourth quarter of 2024.
The rise of Perplexity , a large language model (LLM) and reasoning engine (RAG) in the AI space, promises to shake up the world of search advertising. And, in a world where "Google it" is a verb, a new frontier in paid search is both a refreshing and exciting strategy for marketers.
Perplexity represents a novel opportunity to gain visibility around key topics and engage with users at critical decision-making moments. As the search advertising landscape evolves, Perplexity's AI-driven model could offer a more targeted and effective alternative to increasingly crowded traditional search engine results pages.
It's high time we had a classic Coke vs. Pepsi conversation in the landscape of search engine advertising.
From Suits to Shorts: LinkedIn's Bold Leap into Video Content
LinkedIn is actively promoting its new video feed capability, and early adopters will likely see some favoritism in the platform's search engine rankings.
In a surprising move, LinkedIn has officially entered the realm of short-form video content. This significant shift signals a major change in the platform's content strategy, potentially reshaping the landscape for B2B marketers and content creators.
Those who've been paying close attention might have noticed a subtle shift in how LinkedIn prioritizes external content. The days of simply sharing your blog post and expecting top visibility are dwindling. LinkedIn is increasingly favoring native content, and video is the latest focus.
While video has long been a staple on consumer-facing platforms like Instagram and TikTok, its adoption in B2B marketing has been slower. But LinkedIn's embrace of videos signals a recognition of the growing importance of video in professional networking.
Not only is video a more engaging format, but LinkedIn is also incentivizing its use. Early adopters of LinkedIn Videos might find their content favored in search rankings, giving them a competitive edge.
Plan to Win: Why Strategic Marketing is Your Secret Weapon
Marketers who document their strategy are 4x more likely to report success vs their peers.
As Q4 looms on the horizon, bringing with it the twin challenges of budget planning and tax preparation, B2B companies often find themselves in a state of departmental discord. But what if there was a way to turn this potential chaos into a symphony of corporate alignment? Enter strategic marketing planning – the unexpected peacemaker in the boardroom.
By initiating a comprehensive strategic marketing planning process, companies can create a rallying point for diverse departments, from finance to operations, sales to HR. This process isn't just about marketing; it's about crafting a unified vision for the company's future that resonates across all sectors of the business.
Imagine finance and marketing teams collaborating on ROI projections, or HR and sales aligning on employer branding strategies. Picture operations and marketing joining forces to streamline processes for better customer experiences. This cross-departmental synergy, sparked by strategic marketing planning, doesn't just prepare your company for Q4 – it sets the stage for a more cohesive, efficient, and successful year ahead.
So, before the Q4 budget crunch and the looming specter of tax season threaten to divide your company, consider leveraging strategic marketing planning as your secret weapon for corporate unity. It might just be the glue that holds your organization together during the most challenging quarter of the year.