If you’re a fan of Disney’s “The Little Mermaid” — or your children had it on repeat while growing up — then you might feel an odd connection to Apple’s latest advertising campaign. (You also might relate if you’re a PC user who’s vicariously watched Apple users pull out their sleek products.) The new advertisement features a series of PC users singing “The Little Mermaid” classic song “Part of Your World.” The advertisement calls out a standard laptop or desktop computer’s “whositz,” “whatsitz,” “thingamabobs,” and their “gadgets and gizmos,” seemingly mocking other computer and laptop producers for their reliance on a tangle of cords, additional tools, and monitor setups. In the advertisement, PC users look at Apple users “in the wild” using Apple’s new iPad Pro — admittedly with other accessories — wondering what it would be like to be free of their desks, traditional desktops, and laptops. Why Apple’s New Advertisement Works Part of Apple’s World
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on Instagram and TikTok. A TopRank Marketing survey found most B2B marketers believe this strategy changes minds, improves the brand experience, and yields better campaign results. 2. Advertising on Podcasts Apple Podcasts crossed the 1 million show mark in April 2021, and in 2020, 37% of Americans 12 and up listened to at least one podcast each month. This inspired a lot of ad spending, to the tune of $800 million in 2020! These factors made podcast advertising a major trend in 2021, especially for B2B marketers aiming to reach a younger audience. 3. Automating Everything COVID-19 forced us all to reevaluate how we spend our time, and it turns out many of us don’t want to put those minutes toward sending texts and emails! Still, text and email marketing are both vital B2B channels. The trendy way to get the best of both worlds in 2021 was through automation. Within those messages, Odden called out a trend for a “greater focus on storytelling, personalization, and more informal content versus explicit sales offers.” 4. Leveraging AI
The importance of AI for B2B marketing became crystal clear recently when a
Salesforce study reported that 80% of business buyers expect the companies they reach out to to talk to them “in real time,” regardless of the hour. This statistic highlights how important chatbots and other AI solutions are for
customer conversion and inspired a 2021 trend. 5. Reaching Customers With Content
Content marketing through blog posts, email newsletters, and print newsletters was touted as a vital piece of every B2B brand’s marketing puzzle this year. Statistics gathered by Convince & Convert found 71% of B2B respondents reviewed a blog during their buying journey, 65% of them prioritized credible content from industry influencers more than the previous year, and content marketing both cost 41% less than paid search and generated three times more leads per dollar than other channels. That ringing endorsement won it a slot as a 2021 trend. All five of these B2B marketing strategies were hot in 2021, and we’re willing to bet that if you tried them, at least one brought you results. In our experience, No. 5 is one such foolproof strategy that it has already gone from “current style” to “prevailing tendency” (to quote Merriam Webster). Our B2B print newsletter clients have been successfully generating referrals and reducing churn with their content since we opened our doors a decade ago. If you’ve had a similar experience with one or more of the trends above, do yourself a favor and keep that strategy in place for 2022. Do the same with any other trends that worked for you, and you’ll have a head start on next year’s playbook.
O ne of the largest 2020 Wall Street success stories is Zoom Video. Thrown into a pandemic in early 2020, businesses scrambled to find other means of operation while employees socially distanced and worked remotely, keeping their operations alive. Zoom held things together for many corporations, hosting videoconferencing worldwide. With Zoom, team members can sit around the proverbial table and engage in meetings and strategy sessions. Now, a new Zoom solution is on the market to empower B2B sales. ZoomInfo offers sales professionals the ability to engage active buyers in the area and find business opportunities. If you’re anything like the vast majority, then lead scoring, territory planning, prospecting, and targeting the right group for marketing can be daunting. But ZoomInfo provides tons of data on prospects, which elevates every aspect of your company’s marketing with only a few clicks of a button.
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