Hashtag Team: B2B marketing challenges, podcasts on career pivots, the key to innovation

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What’s trending this week in the B2B Twittersphere? As we do every week, the Hashtag Team column scours Twitter to list what B2B insiders are discussing in marketing, advertising, Big Data, ecommerce and more!

This week we feature articles on marketing channels and challenges, a look at what’s helping–and hurting–innovation in the B2B space, and a thought-provoking infographic about creating powerful advocates for your business.

Note: All data was sifted and sorted via Nexalogy, a B2BNN technology partner

TRENDING TOPICS

B2B Marketing

In this LinkedIn blog post David Karel examines a few of the(many challenges facing B2B marketers, from deploying the most effective programs for branding objectives to defining program goals and their appropriate metrics. Although it serves somewhat as a promotional tool for LinkedIn’s new Lead Accelerator program, this post also offers some important insight that will get your brain buzzing.

Elsewhere in the B2B Twittersphere, this blog post from Christopher Ryan at Social Media Today details six “need-to-know nuggets” for B2B marketers. He touches on growth in technology, the idea of always testing new media and methods even when your current solutions are providing results and some overall career advice.

Innovation

What holds your company back from innovating? According to a study from Sparks Grove analyzed in this eMarketer report, B2B marketing executives cited traditional mindsets, risk aversion, and a low tolerance for failure as the top barriers to innovation. The biggest factors fueling innovation as indicated in the survey are also covered in this article, hopefully inspiring you to think about the potential for innovation waiting to ripple within your organization. 

Marketing Channels

Choosing the most effective channel for your marketing campaign is obviously an important – and daunting – decision. This post from Marketing Charts covers the results of a survey that asked B2B marketers about what motivates their channel mix decision-making. Not surprisingly, six out of 10 respondents noted that ROI was the main factor on which they based their decisions. Marketing analytics can play a key role in proving this ROI, which is what makes this study both interesting and useful for marketing practitioners.

B2B Podcasts

After a stint in B2C advertising in New York City, Doug Kessler realized he was a better fit for the B2B space and moved on to co-found a B2B focused agency in the U.K. where he also serves as Creative Director. He discusses this career pivot and his marketing beliefs in this podcast (which is approximately 30 minutes in length).

TOP MEDIA

Infographics

advocatesgraphic

Courtesy SaaS platform Bluenose, this infographic breaks down the advantages of finding customer advocates for our B2B firm. A key line from this SocialMediaToday recap: “The value of just one customer advocate for a SaaS company can reach $500,000.” It was also important to learn how word-of-mouth is an influential way customer advocates can build brand influence.

If you missed last week’s edition of Hashtag Team written by Brett Wilkins, head here to check it out.

If you have any B2B content we think we should share next week, let us know below or via @b2bnewsnetwork.

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Sarah Dawley

Sarah Dawley

Sarah is an Ecosystem Copywriter at Hootsuite, where she writes a variety of materials about social media and its impact on business. Prior to joining Hootsuite, she was the Social Marketing Manager for the Music & Entertainment Channels at Bell Media, where she spent nearly four years building the presence of Much, MTV Canada, M3 and E! Canada into social communities of over 2.8 million fans and followers. Find her on Twitter @sarahdawley
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