11 must-know B2B trends from a demand-gen expert | 5 ways to maximize local online searches | Why humans will never be displaced by AI in B2B
February 27, 2020
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Top Story
Nextiva's Gaetano DiNardi outlines 11 trends in business-to-business marketing for 2020, including the rise of affiliate marketing, the importance of review sites and the top brand differentiator being customer experience. He also explains why B2B marketers must stop prioritizing new customer acquisitions and turn their attention to onboarding, retention and customer advocacy instead to leverage true growth.
Full Story: G2 Crowd (2/26) 
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General Insights & Strategies
Data shows almost half of Google searches are local, and almost three-fourths of mobile users visit a business within five miles after finding it in a search, Asavari Sharma writes. Businesses boost chances of benefiting from local searches if they get their names, addresses and phone numbers on as many websites as possible, get listed on major search engines and local business directories and solicit and respond to reviews.
Full Story: Business 2 Community (2/24) 
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MultiView CEO Andy Keith acknowledges artificial intelligence's importance in business-to-business marketing for superior data aggregation at scale but cautions against it being used for analysis, creative or relationship-building. "Developing brands and the relationships that are so important in B2B businesses require human and emotional connections," he writes.
Full Story: MarketingProfs (free registration) (2/26) 
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Next Practices
Instead of assuming employees are not listening to you, be curious about why that might be the case, and keep plugging away, says Lee Carter, president of Maslansky and Partners. "If you are leading an organization through change, if you're leading in any direction, you have to repeat your message over and over and over again," she says.
Full Story: Forbes (2/20) 
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Leaders must allow employees to lead upward, which means creating an environment where employee feedback is welcomed and people are empowered to speak up, writes Willie Pietersen. "When I look back on my corporate career, the subordinates I valued most were those who helped me grow as a leader," he writes.
Full Story: Columbia Business School (2/24) 
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Marketing Technology & Innovation
Report: TikTok strategy guide, industry benchmarking
(Lionel Bonaventure/Getty Images)
Conviva released a 34-page TikTok Benchmarks & Strategy Guide that offers practical tips on how to create video on the platform, strategy advice and guidance on using tools to optimize campaigns. The report also displays industry benchmark data showing top accounts and their engagement levels, such as follower counts, number of videos posted and average likes per video.
Full Story: Social Media Today (2/27) 
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Brands and marketers are shifting toward the use of "identity gardens" featuring first-party data to fill the void when cookies sunset and everyone from publishers and trade associations to tech firms such as Vox Media, The Trade Desk and LiveRamp are capitalizing on the trend with various solutions, writes George P. Slefo. GroupM's Krystal Olivieri says, "It's still too early to tell whether the influx of identity solutions will prove to be beneficial or detrimental to marketers, as it could create a fragmented 'identity garden' approach."
Full Story: Ad Age (tiered subscription model) (2/26) 
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Association News
To bolster their appeal to all age groups, brands need to craft comprehensive yet flexible marketing strategies that acknowledge the differences among generations. However, brands also need to leverage their similarities. Of which there are far more than meet the eye.
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Get your best work in front of our esteemed panel of judges and position yourself to reap the rewards of being a part of the ANA B2 Awards before it's too late! The absolute last chance to enter is tomorrow, Feb. 28, and there are more than 40 categories to choose from. Winners will be announced at the 2020 ANA Masters of B2B Marketing Conference, May 12 to 14 in Scottsdale, Ariz.
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