This Week in Marketing: Inbound Innovation
By Tequia Burt , Editor in Chief of? LinkedIn Ads Blog
As customers continually become more independent and self-guided in their purchase journeys, inbound marketing has never been more important! Ensuring that your brand is showing up early as a magnetic destination for relevant audiences, even before they explore solutions, holds the key to getting on their radar and earning consideration.
HubSpot’s annual INBOUND conference is a celebration of this philosophy, bringing together professionals from far and wide around a shared passion for innovative, customer-centric strategies. LinkedIn is excited to be taking part in the festivities this week at INBOUND 24, where our team will be hosting and participating in several sessions, including one on Thursday focused on using smart solutions from LinkedIn and HubSpot to maximize performance. (You can register to attend virtually here !)?
With inbound on our minds, let’s cover some of the past week’s top content for B2B marketers, with an eye on attracting more attention to your brand.
What to Read
Brand Has ‘Never Been More Important in B2B Marketing,’ Research Reveals (Marketing Week):Hannah Rashbass reviews new research from Dentsu into B2B buying decisions. Among the findings:
‘Raising brand awareness/top of funnel performance’ has jumped from the sixth most important factor influencing future strategy in 2021, to the most crucial in 2024.
Free Trial vs. Demo: What’s More Effective in B2B SaaS Ads? (Martech): Obility founder Mike Nierengarten recently set out to answer a question that echoes throughout B2B lead gen strategies. Mike Pastore spoke with him, sharing insights and the data from Nierengarten’s experiment analyzing more than 11,000 paid search ads.
How To Leverage AI To Orchestrate Human-Centric B2B Marketing (Demand Gen Report): In a recent episode of the B2B Marketing Exchange Podcast, Kelly Lindenau and Klaudia Tirico spoke with AI strategist Daniel Englebretson about using AI to make your marketing more human.
“You can’t just duplicate your existing workflows — you have to rethink them based on the level of effort AI provides. It’s not about replacing a human; it’s about creating a fundamentally different tool set that opens a new door.”—Daniel Englebretson?
Why You Need a Subscription Mindset for B2B Content (CustomerThink): “Subscriptions are a constant in our lives as consumers and professionals,” writes Ardath Albee . “Applying the aspects of the model to your content marketing strategy will help you stay on point and increase your relevance with B2B buyers.”
‘Are You Not Entertained?’ How Brands Are Kicking Off the NFL Season (Marketing Dive): Given the viewership levels and corresponding stakes, it’s always fascinating to keep an eye on what big-name brands are doing with their marketing and advertising for the football season. Sara Karlovitch rounds up notable examples from Nationwide, Applebee’s, PepsiCo and more.
SXO Explained: How to Adapt to the New Era of Search (Ahrefs): It’s critical for marketers to stay current on the evolution of search. Despina Gavoyannis gathers insights from a range of SEO experts on the rise of Search Experience Optimization and what it means going forward.
What to Watch
In this conversation, Neal Schaffer sits down with behavioral science expert Nancy Harhut to chat through counterintuitive marketing tactics backed by psychology. You can also check out our review of Harhut’s excellent book , Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses.
What to Know
More than three-quarters (76%) of marketers in Europe report that implementing AI solutions has improved their customer experience, and 40% say they’re using AI to improve their ability to measure and demonstrate ROI.?
Learn more in the new free regional report from HubSpot and LinkedIn: The Intersection of Marketing, Data and AI: Challenges and opportunities for decision-makers across Europe .
Make sure to follow the LinkedIn for Marketing Blog for more insights.
Senior Digital Marketing Expert in FinTech, IT & eCommerce | I help businesses achieve 5x ROI with Performance Marketing & Customer Acquisition | Lead Generation | Search & Social Ads | Data-Driven Marketing Strategy ??
2 个月Your newsletter contains great information with truly engaging content! ??
Digital Marketing Expert helping CEOs, Founders & Entrepreneurs | Your E-commerce Service Provider & SEO Expert | Performance Marketing, Google Ads Expert, Social Media Management
2 个月Inbound marketing is evolving rapidly, and the insights from HubSpot’s INBOUND conference are invaluable.
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2 个月Thanks for sharingP
Digital Marketer | SEO Executive| Digital Marketer| Inbound & Outbound Marketing | Social Media Marketing | Email Marketing | Product Marketing | 6+Years of Experience in Content Writing and Digital Marketing.
2 个月LinkedIn for Marketing, - HubSpot’s INBOUND event is a prime opportunity to rethink how we boost our brand’s presence in today’s digital world. - The key to B2B success is embracing the evolving way customers engage with brands – they want self-guided, insightful experiences. - Instead of traditional methods, focus on creating content that truly helps and educates your audience. - Leveraging LinkedIn effectively can transform your marketing efforts, turning connections into conversations and relationships. - Think of your brand as a helpful guide rather than just a seller; offer valuable insights and support. - Innovation in inbound marketing means adapting to new trends and tools that make your approach more engaging. - Building genuine connections through authentic content can lead to lasting business growth. - Stay motivated by seeing each interaction as a chance to learn and improve. - Use these insights to refine your strategies and stand out in a crowded market. - Keep your audience’s needs at the center of your efforts, and you’ll build trust and drive meaningful engagement.
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