What’s Trending: Beantown and B2B

September 29, 2017


Big things are happening in Boston.

No, we’re not talking about the Red Sox heading to the playoffs, or the Patriots aiming for another Super Bowl title, or the Celtics preparing to start a fresh season with newly acquired Kyrie Irving in the backcourt.

Beantown might be providing plenty of fodder for sports fans, as usual, but as September gives way to October, it is marketing that’s taking center stage in the historic town. Boston was once dubbed by Oliver Wendell Holmes as “The Hub of the Universe,” and right now that nickname definitely fits.

Next week, Boston will host the MarketingProfs B2B Marketing Forum. It comes right on the heels of this week’s HubSpot INBOUND 2017 conference, which wrapped up Thursday at the Boston Convention & Exhibition Center with a closing keynote from John Cena.

The INBOUND event this week featured plenty of interesting nuggets. HubSpot unveiled what it’s calling its biggest project ever. Former First Lady Michelle Obama gave a stirring speech. Many great sessions took place, including a panel on the dos and don’ts of account-based marketing, featuring LinkedIn’s own Ty Heath.

From Boston to the marketing universe at large, here’s a rundown of this week’s trendy content to help get your stars aligned.

What Marketers Were Reading and Sharing Most This Week:

1. 3 Inbound Marketing Trends to Master Before 2018

For those who are still wrapping their heads around the concept of inbound marketing and why it matters, Neil Patel has a great overview and breaks down three wrinkles worth tracking as we move toward the year’s end.

2. Combine These 5 Research-Based Ingredients for Higher-Quality Content

One of the most critical components of an effective inbound strategy is magnetic, high-quality content. At Copyblogger, Ronell Smith shares five attributes that comprise effective content in his experience: Accuracy, Accessibility, Application, Action Steps, and Authority.

3. As IBM Ramps Up Its AI-Powered Advertising, Can Watson Crack the Code of Digital Marketing?

INBOUND 2017 wasn’t the only conference drawing the attention of marketers this week. Just a few hours south, at Advertising Week New York, there was much buzz around artificial intelligence. Marty Swant explains why IBM’s Watson supercomputer, with its cognitive computing technology, is at the forefront of this movement.

4. Hacking Inbound: 25+ Proven B2B Lead Generation Quick Wins and Campaign Ideas

Need an idea for a B2B lead gen campaign than can serve up some quick wins? Check out these slides from PR 20/20’s presentation at INBOUND:

5. The Importance of B2B Storytelling

Storytelling is a powerful content format, and B2B marketers should tap into its ability to motivate and inspire, writes Johanna Rivard.

6. LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

As you’re probably aware, video marketing is on the rise. On the TopRank Marketing Blog, Joshua Nite outlines the most pertinent aspects of LinkedIn’s new native video rollout as it relates to marketers. We also recommend checking out these great examples of how members are using the feature.

7. 36 Best Landing Pages (That Convert Like Crazy)

What are the most common characteristics of landing pages that do what they’re supposed to? You’ll be able to pinpoint them by clicking through these aggregated top performers via Fieldboom:

8. How and Why to Do a Mobile/Desktop Parity Audit

Many aren’t aware of this type of analysis, but it can be a proactive way to diagnose potential issues between two versions of the same URL. SEO guru Everett Sizemore walks you through the steps.

9. 6 Metrics You Might Think are Important But Really Aren’t (And What to Track Instead)

Prepare to have your existing analytics worldview shaken! Brad Smith argues that several mainstream metrics we’ve grown accustomed to tracking aren’t as important or telling as they seem, then points to three he feels are more important to the bottom line.

10. How to Bridge The Trust Divide [Infographic]

Fake news. Ad fraud. Brand safety concerns. Rising skepticism toward media. Trust is degrading globally across all institutions, creating a precarious environment for marketers. This infographic offers pointers for turning the tide and bridging the divide.

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