What’s Trending: Getting Better All the Time

October 5, 2020

Female marketer smiling while sitting at her desk in an office with her hand under her chin.

There’s nothing marketers do that they can’t do just a little bit better with measurement, experimentation, and optimization. The most successful marketers are constantly re-evaluating their tactics, refining their approaches, adjusting strategies — and then doing it all over again to get ever closer to perfection.

I’ll go one step further: The most successful marketers enjoy this process. They’re scientists and explorers, using data to guide the optimization process but ready to take calculated risks, too.

There’s an endless playground of data for the engaged and strategic marketer, with an infinite number of experiments to try and levers to pull. This week’s roundup shows the staggering breadth of optimization opportunities, from new marketing channels to optimizing your old content all the way to restructuring your entire marketing department.

Dive in and hum along to the marketer’s favorite refrain: “It’s getting better all the time.”

What Marketers Were Reading and Sharing Most Last Week:

1. How to Boost Conversions with Video Marketing During the Pandemic

This article from Uwemedimo Usa is chock-full of great ideas for spicing up content with video. My favorite tip: Include a quick, fun personal video in your nurture emails to make a stronger connection with potential buyers.

2. How to Detect and Improve Underperforming Content: A Guide to Optimization

This detailed guide from Samuel Mangialavori addresses the many reasons content can underperform, then goes under the hood to help you identify and rehabilitate your underachievers.

3. Inside Influence: Rani Mani from Adobe on the B2B Influencer Marketing Advantage

Influencer marketing has become a go-to B2B strategy in the post-pandemic landscape. Lee Odden interviews Rani Mani about her ongoing influencer program at Adobe, with plenty of tips on strategy and execution.

4. LinkedIn Content Strategy: The Ultimate Guide for B2B Marketers

Need help making the case for marketing on LinkedIn? This long-form post from Izzy Green provides the why, and offers plenty of beginning and intermediate tips on the how

5. How to Plan a Sustainable B2B Media Strategy in a Recession

Ben Wood offers a practical guide for surviving a slowdown, including managing your media budget, proving ROI, and positioning your brand to be top-of-mind during the recovery.

6. B2B Marketers Must Take Personalization Further Than Their B2C Peers

When you’re trying to persuade an entire buying committee, each member with their own wants and needs, personalization is absolutely essential. Michael McLaren shares how B2B marketers can make sure they’re hitting the right messaging with each buyer. 

7. Stop Forcing Your B2B Marketing Org Structure on Your Buyer’s Journey

In this fascinating read, Scott Vaughan observes that the way marketing teams are organized can stifle coordination and create silos, ultimately affecting the buyer’s experience and marketing’s effectiveness.

8. How to Include Your Customer Support Team in Your Marketing Strategy

Your Customer Support colleagues have a direct line to what the people you’re trying to reach are thinking and feeling. Anna Fox provides a blueprint for including their valuable insights across your marketing strategy.

9. 2021 B2B Content Marketing: What Now?

Content Marketing Institute’s annual report is always a fascinating read, and this year’s is no exception. Stephanie Stahl serves up the key takeaways, including an entire section on how marketers have handled the pandemic so far.

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