What’s Trending: Go Forth Fearlessly
April 27, 2018
Next week in San Francisco, our friends at Marketo will be hosting their annual Marketing Nation Summit. The theme for this year’s event is “The Fearless Marketer,” which feels fitting at a time when new technologies and constant change are testing the mettle of anyone operating in this crazy digital space.
As I suggested recently, the time has come for marketers to flip the script on their fears.
LinkedIn will be hosting a Rock Your Video booth, where we’ll be ready to help you tackle any anxieties around one of the most critical frontiers in B2B marketing. Additionally, I’m excited to give a chat on Monday about the Secret Sauce for marketing on LinkedIn, and on Tuesday our Steve Kearns will team up with three other experts to break down social media marketing trends.
Of course, plenty of brilliant folks will be on hand to share their insights and expertise as well. We’re highlighting a couple of them here atop our fresh roundup of trending content as we look ahead to a fun and fearless week at Marketing Nation:
What Marketers Were Reading and Sharing Most This Week:
One speaker who is sure to be a hit at Marketo’s event is Tom Fishburne, aka The Marketoonist, whose comics have been making us chuckle for many years. In preparation for his session, “Always in Beta: Overcoming Idea Killers,” Katie Martell shares five of Fishburne’s most thematically relevant cartoons and offers you a chance to craft your own punchline.
Michael Brenner, who will also be speaking at Marketing Nation and recently partnered with us to create our guide to employee advocacy, wrote this week about sales and marketing alignment and ABM, which are easily two of the most prevalent topics on the Summit’s agenda.
Technology doesn’t need to be scary. As Saleem Khan of Dun & Bradstreet explains, new conventions like machine learning and blockchain can make B2B marketers more effective and precise by giving us a clearer view of buying intent.
Oftentimes, we tend to fear the unknown. Cast a light on areas of uncertainty by checking out this infographic from MDG Advertising, loaded with stats and insights on key aspects of B2B content marketing.
These pointers from Nicole Riley on optimizing email subject lines are on-point, and can largely be applied to InMails on LinkedIn as well.
We write frequently here about LinkedIn ads and how to get the most out of them, but this write-up from Michael Stancil provides solid outside perspective on the various formats for those looking to gain familiarity at a high level.
It really is this simple. If you can develop a deep understanding of your customers — their needs, their habits, their preferences — and let this knowledge guide your marketing activities, you’re setting yourself up for success. Neil Patel hits the nail on the head here.
The three main components of a comprehensive content measurement equation, according to Jodi Harris: deciding what to track; tracking, measuring, and managing the data; and turning information into actionable insights. She walks us through each of these initiatives at Content Marketing Institute.
Of course, accurate and useful measurement requires a reliance on the proper metrics. At Forrester, Allison Snow calls out six categories we should all be watching closely: volume, velocity, value, effectiveness, efficiency, and engagement.
Creating content that bores an audience is a fear any creator can relate to. These tips from Pratik Dholakiya will help ensure you’re never at a loss for ideas that engage your readers and provide them with real value.
Stay fearless, marketers! Subscribe to the LinkedIn Marketing blog to remain informed and confident in all that you do.