Weekly B2B Marketing Digest / Week 44

Hey! Welcome to our latest newsletter, a curated blend of the latest news in digital marketing, coupled with insights from top thought leaders on LinkedIn.

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INSIGHTS FROM EXPERTS ON LINKEDIN

• Andrei Zinkevich on Adapting Global Marketing Programs to the New Markets

???? Andrei Zinkevich shares a step-by-step guide for adapting global marketing programs to new markets, emphasizing the importance of analyzing GTM challenges, defining a regional ICP, and adjusting messaging, content, and HQ playbooks for local contexts. He highlights the need to set realistic metrics and involve the regional team to avoid frustration and misalignment. Zinkevich warns against a “copy-paste” approach, noting that each market’s unique characteristics and the local team's capabilities require a tailored strategy

• Kerry Cunningham on the Importance of Top-of-Funnel Content in B2B

Kerry Cunningham highlights that successful B2B marketing depends on robust top-of-funnel content to engage potential customers early in their journey. He argues that investing in quality content can drive better lead quality and more efficient conversions. This post is a call for companies to prioritize content creation as a fundamental part of their marketing strategies.

• Elena Jasper on the Real ROI of Marketing

Elena Jasper challenges the notion that marketing's value is always quantifiable, noting that some of the most valuable impacts are intangible, like brand reputation and customer trust. She encourages marketers to look beyond direct ROI metrics and consider long-term benefits. This perspective advocates for a broader understanding of marketing’s impact.

• Tobias Liebsch on B2B Marketing’s Disconnection from Sales

Tobias Liebsch points out that many B2B companies have a disconnect between marketing and sales teams, often leading to ineffective lead generation. He advocates for better alignment between departments, particularly by ensuring marketing understands the sales journey. This alignment can improve conversion rates and foster better collaboration.

• Ognjen Boskovic on Maximizing Marketing Value with Limited Resources

Ognjen Bo?kovi? ??? shares how he delivers high-quality marketing services on a modest budget, proving that effective marketing doesn’t always require vast resources. He leverages creativity and precision in targeting to achieve results for companies. His insights provide a roadmap for marketers working with limited financial resources.

• Vladimir Blagojevic on Optimizing ABM for B2B Success

Vladimir Blagojevi? discusses how to enhance Account-Based Marketing (ABM) by focusing on fewer, high-value accounts and strengthening personalization. He advises marketers to use tailored content and strategic engagement for better results. His approach highlights ABM’s potential for deeper customer relationships and more effective marketing outcomes.

• Yulia Olennikova on the Flexibility of MarTech Roles

Yulia Olennikova celebrates the adaptability and autonomy offered by MarTech roles, emphasizing that it allows her to shape her career in a unique way. She reflects on the blend of creativity and technology in her field, which provides a fulfilling work experience. Her post is a nod to the empowering nature of the MarTech industry.

• Megan Bowen on Moving Beyond Growth-at-All-Costs

Megan Bowen argues that the era of unsustainable growth strategies in B2B is over, with companies now focusing on profitability and resilience. She advises businesses to prioritize customer value and efficient spending. This shift reflects a more sustainable approach to growth in today’s economic landscape.

• Alina Vandenberghe on the Reality of Marketing vs. Expectations

Alina Vandenberghe ??? shares her initial misconceptions about marketing, contrasting her early perceptions with the complex realities she faces now. She highlights how marketing requires adaptability, constant learning, and resilience. Her post resonates with those new to the industry and values the importance of real-world experience.

WHAT'S NEW IN THE INDUSTRY

• Why Account-Based Expansion is B2B's Next Growth Lever

Account-based expansion is emerging as a critical growth strategy in B2B, focusing on deepening relationships with existing clients rather than solely acquiring new ones. The approach aims to unlock revenue by identifying cross-sell and upsell opportunities within current customer bases, fostering long-term loyalty and increasing customer lifetime value. This strategy is especially beneficial in times of economic uncertainty.

• Beyond the Funnel: A New Approach to Content Marketing

This article explores a fresh approach to content marketing that moves beyond traditional funnels to focus on ongoing, holistic engagement. By creating content that continuously provides value, marketers can build stronger connections with their audience, even outside active buying stages. This method supports a sustainable model for content creation and brand trust.

• A Marketer's Guide to Reddit

Reddit offers marketers a unique platform to reach niche communities, though it requires a tailored approach due to its distinctive culture. This guide covers best practices for engaging authentically on Reddit, including advice on participating in relevant subreddits, following community guidelines, and utilizing Reddit ads.

• Inbound or Outbound? What 1,000 Consumers Reveal About Search, Social, and AI

Survey results show that consumers generally prefer inbound marketing tactics, like search and content, over outbound approaches, viewing them as more trustworthy and less intrusive. The study also examines the role of AI in shaping consumer interactions with brands, emphasizing the need for companies to balance AI use with personal connection. These insights provide direction for brands aiming to meet evolving consumer expectations.

• Google Introduces Call Ads in Responsive Search Ads Format

Google’s new call ads format integrates responsive search ad features, allowing advertisers to dynamically test different call-to-action phrases. This change aims to enhance ad relevance and boost call-driven conversions for businesses, particularly those relying on direct calls as a primary customer interaction channel. The new format is expected to simplify ad management and improve performance.

• LinkedIn Post Boosting Now Available for Lead Generation

LinkedIn has introduced a post-boosting option specifically for lead generation, enabling marketers to target audiences more precisely and drive conversions. This feature offers an accessible way to amplify organic content without creating full ad campaigns, supporting quick and efficient reach expansion. It's a valuable tool for brands looking to scale lead generation on LinkedIn.

• Google Adds New Segmentation Options to Performance Max Asset Groups

Google has updated its Performance Max campaigns with new segmentation options, allowing advertisers to customize asset groups for specific audience types. These advanced segmentation features help improve ad relevance and targeting precision, making it easier for brands to optimize campaign performance based on user behavior. This update underscores Google’s focus on more flexible, targeted advertising options.

That's the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.

Until next week!

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