SEO & Digital Marketing

Feeling B2B with Ann Handley #MPB2B

Published

12 months ago

October 7, 2023

We’re feeling the excitement mount as we are now just over two weeks away from the MaketingProfs B2B Forum!

As a lead-up to this event, we’ve been sharing an ongoing interview series, “Feeling B2B,” exploring the emotions behind B2B marketing with top minds in the industry. These conversations range from Joe Pulizzi’s insights into unconventional content marketing tactics to Ahava Leibtag’s thoughts on the nuances that separate B2C from B2B content experiences.

Today we’re touching on a topic that’s been on every marketer’s mind for most of 2023: the role of generative AI in B2B marketing. We are delighted to be joined for this discussion by marketing influencer and bestselling author Ann Handley. As chief content officer at MarketingProfs, Ann is renowned for her expertise in B2B marketing and her ability to connect with audiences through the art of storytelling.

This video interview series is created by TopRank Marketing in partnership with MarketingProfs B2B Forum, an event that gathers the brightest minds in the B2B marketing industry. The 2023 B2B Forum will take place in Boston October 4-6, and also has online participation options.

In this interview, Ann and TopRank Marketing co-founder Lee Odden have a frank and insightful conversation about the integration of generative AI in content creation. Ann opens up about her journey through building a relationship with this new tool and offers practical advice for marketers who want to harness the power of AI while staying true to their creative spirit.

Watch the video now and make sure to let us know if YOU are feeling B2B!

Ann also shares a sneak peek into the upcoming MarketingProfs B2B Forum, highlighting how the event is designed to be, in essence, an optimal B2B marketing experience. The Forum is designed to tackle serious business topics while providing the human connection and levity that make for a memorable event.

Stay tuned for more exclusive conversations in the #FeelingB2B series, and mark your calendars for the upcoming MarketingProfs B2B Forum 2023. This is where the industry’s trailblazers gather to exchange insights, share experiences, and propel B2B marketing into the future.

Visit mpb2b.marketingprofs.com to learn more!

PLUS: Get $200 off individual registration and $400+ for groups of three or more by using our special code, “TOPRANK” when you register here.

How to Connect with Ann:

Ann Handley on LinkedIn

@AnnHandley on X

Here is the full transcript from this conversation between Ann and Lee:

Lee Odden:

Welcome to the Feeling B2B show, a limited interview series featuring conversations with some of the top B2B voices in the marketing industry, brought to you by the fine folks at MarketingProfs B2B Forum. I’m Lee Odden your host, and today we’re speaking with none other than the queen of content in B2B marketing as far as I’m concerned, Ann Handley. Ann is a longtime friend, dog mom to Augie, tiny house owner, and a marketing influencer loved by millions. But wait, there’s more — Ann is also a Wall Street Journal bestselling author, a global keynote speaker, the publisher of an exceptional marketing newsletter, which you can find at AnnHandley.com, chief content officer at MarketingProfs, and she’s the brains behind the programming at the MarketingProfs B2B Forum coming up in October. Welcome to Feeling B2B, Ann.

Ann Handley:

Oh my God, I am feeling it after that generous intro. How are you today, Lee?

Lee:

I’m great. Are you ready to talk about your B2B feelings?

Ann:

I am ready. We’re going to get all up in our feelings today…

Lee: It’s really great to see you. Let’s kick it off — what do you love most about B2B marketing?

Ann:

What do I love most about B2B marketing? I mean honestly, we have what — three, four hours to talk about just this first question, right? I mean, there’s so much that I really deeply love about business to business marketing, but I think the thing that I love the most is that it’s always changing. If you had asked me this question five years ago, and you said “You know, let’s talk about tactics and opportunities,” I would have a very different answer than I do here in 2023. I think the evolution of B2B marketing — the way that it constantly challenges us as B2B marketers — is one of the things that truly keeps me engaged and energized.

“I think the evolution of B2B marketing — the way that it constantly challenges us as B2B marketers — is one of the things that truly keeps me engaged and energized.” — Ann Handley @MarketingProfs Click To Tweet

I would never have a career like that, over 20 years, if I worked in finance or if I were an actuary — no shade to financial people, CFOs, or actuaries — but I just wouldn’t be engaged in quite the same way. I feel like I would’ve done a midlife career shift already. I would’ve been like, all right, I get it — let’s move on.

But the thing about B2B marketing is that ultimately, you really never get it. What I mean by that is that because there are always new opportunities, there are always new tools and tactics and challenges that come up, and that’s truly what fuels me. I think it’s also what fuels all of us as B2B marketers.

Lee:

Absolutely. There are always exciting times in the B2B world, and there’s always something new, something changing, like you say, and what’s not to love about that, right? We all know about the quote from Maya Angelou, that people will forget what you said, but they’ll never forget how you made them feel. What role do you think this idea of feelings plays in modern B2B marketing?

Ann:

Oh my gosh — I think it’s enormous. We often associate B2B marketing as much more straightforward, you know — it’s all about the data and it’s all about how we sell solutions and we sell software or we’re in manufacturing, and we sell a service or whatever the case may be. But I think ultimately, the opportunity in B2B to think about telling the stories in a way that will truly connect with who we we seek to serve is so much richer than it is in almost any other kind of marketing. If you’re going to CVS and you’re going to pick out a piece of chewing gum, you’re not going to think about how this Big Red versus Juicy Fruit makes you feel.

Instead, I think it’s much more of a snap, in-the-moment decision. Also, there are no great stakes, but I think the opposite is true in B2B marketing, where we do need to think pretty deeply about how these services and solutions, if you will, fit into our lives. How will they make our lives better, not only as people, but also within organizations. The stakes are higher, and I think that the emotional resonance ultimately can be a lot deeper. What does that mean? I think it’s incumbent on us to think about how do we bring some emotion into B2B marketing, because people’s lives and their jobs are on the line every single day. That’s a pretty high stakes environment, and there are a lot of feelings all up in there. I think there are lots of opportunities to really embrace emotions in B2B marketing.

“I think it’s incumbent on us to think about how do we bring some emotion into B2B marketing, because people’s lives and their jobs are on the line every single day.” — Ann Handley @MarketingProfs Click To Tweet

Lee:

Totally. You know we’ve all heard that adage that people make decisions based on emotion, justified with logic. When you think about the buying committee, there are other humans involved. There’s consensus that you have to achieve when making recommendations on vendors and things like that. There are emotions involved with that — the more people who are involved, and I love what you said about storytelling, because there’s another expression: facts tell, story sell — and what better method is there to connect with people on an emotional level than through effective storytelling?

Ann:

Yes, and you know, I’ve never given a speech, written a newsletter, or publishing a blog post that a few years down the line, when I bump into somebody at an event or when I have a conversation with somebody, what they remember from all of those interactions with me is usually a story that I told. If you extrapolate that more broadly, it’s exactly what you just said. Stories sell. They stick in our brains. We remember them at a much higher degree than we do just from say a bunch of facts or features about a B2B solution or tool. I think it’s incumbent on us to really harness that power and that opportunity.

Lee:

Absolutely. For a lot of content creators and marketers, generative AI and artificial intelligence represents a sort of threat, but in some ways you have embraced it. I’m curious, what advice do you have for coming over to the dark side? Just kidding — what advice do you have for marketers trying to make sense of AI and content?

Ann:

I don’t think of it as a threat, honestly. I did go through this sort of Kubler-Ross five stages of grief, or seven stages of grief, where I got to some pretty dark places when ChatGPT came on the scene. November 30th, 2022 is a date that is burned in my brain because I remember that feeling of, “OK, well it’s been a good run. Guess I better go become an actuary now, you know, because my life in B2B marketing is done. It’s over. I have nothing left.” If I am showing up as a writer and a creative every day, and if that’s what ultimately engages me, then what does that mean in a world where the robots are writing for us? So I had to work through that on my own.

Ultimately I came out the other side with a definite feeling of acceptance. But more than that, I would say actually some excitement around it, because I see it as much more of an opportunity for us to create in a way that is unprecedented, really. I know those are some big words, but I really do believe that I think of generative AI more as an efficiency tool than I do as a straight up writing tool. We call them writing tools, because that’s an easy way to talk about them. But I see them much more as efficiency accelerators than anything else, in B2B marketing. That’s how I think of it. Again, we could talk about this for another three or four hours, but you know, at a high level, that’s how I think about it.

“I think of generative AI more as an efficiency tool than I do as a straight up writing tool. I see them much more as efficiency accelerators than anything else, in B2B marketing.” — Ann Handley @MarketingProfs Click To Tweet

Lee:

Thank you for that, because I think there are a lot of folks in that situation, trying to make sense out of this technology. What does it mean to them? We’ve both been around for a little while, and we remember when things like social media were brand new, and there was a sort of phase that a lot of folks went through where they’re just wondering what is it? You know, who cares — the old taking photos of my food kind of thing. And obviously it’s a pretty big platform, and it’s ubiquitous in how people communicate these days. I think generative AI is the same way. We’re just getting started really, with all the plug-ins and add-ons and things that really can help optimize tasks and creativity.

I got to give a presentation on generative AI and content when I was abroad recently, and the thing that stood out with a lot of people was this idea of generative AI making you more what you are. Kind of like, if you’re a broke jerk and you get a lot of money, you’re just a rich jerk. If you put crap into a generative AI platform, you’re going to get crap out, right? So a lot of people who are sort of not really seeing it aren’t really necessarily maybe bringing imagination to the situation, and having that imagination of what’s possible. It’s the people who do that are really seeing those productivity and creativity gains.

Ann:

I love that. I think that is so accurate. I love what you just said about how it amplifies more of who we are at our core, and I think that’s where I had to get to when I went through those five stages of grief to get to acceptance. And now I’m using it very much as a — well, I call it my fairy godmother, you know — it’s the kind of thing where I have no idea how to start this presentation. True story: Recently I spoke to a group of entrepreneurs, but also their spouses at an event in Missouri. I’m used to speaking to business audiences, but I thought, spouses — I have no idea how to speak to this audience — but you know who really helped me there, to talk through almost like a fairy godmother, to help me talk through what does this audience need, what are the elements of what I talk about with AI that actually would be relevant to a broader audience.

AI was enormously helpful. Now, I could have done some market research. I could have called up some of the spouses and spoken to them one-on-one. That probably would’ve been great too, but it was an enormous time saver just for me to ask ChatGPT what should I be thinking about with this audience? That doesn’t mean that it did the work for me, but it gave me a starting point, and that’s the piece that is so critical. It can really give you a launchpad to make your ideas bigger or make them richer, and that’s where I think the true value is for so many of us. I think that’s what we need to unlock as B2B marketers.

Lee:

Absolutely. So on top of the awesome advice you’re giving right now, there’s going to be programming at B2B Forum on generative AI, right? I’ve noticed quite a bit in the program, with lots of folks talking with various angles, which is great to see. People can look forward to that. If you want to get your questions answered about generative AI, content, and B2B marketing, B2B Forum is the place to be. What are you looking forward to most at the event this year?

“If you want to get your questions answered about generative AI, content, and B2B marketing, B2B Forum is the place to be.” — Lee Odden @LeeOdden Click To Tweet

Ann:

At B2B Forum we have fantastic momentum this year. Last year was our first year back in person after a few years off because of Covid. So last year was a little tricky. It was a little hard for us because it was a building year, but this year we are on track to sell out, and I feel really great about that. We’ve got some really nice momentum, and along with that I think we’re seeing lots of new ideas and sessions. Like you mentioned, there’s a whole lot more of AI that’s sort of woven throughout the program, because that is very much how B2B marketers are experiencing AI right now.

It’s not like we are all suddenly switched to become just AI-centric and AI focused. We have to figure out how do we take these tasks that we do every day and figure out, is this a good match for AI or not, so much as we are experiencing AI woven throughout our jobs. That’s very much how the program is designed too.

The second thing that I’m really excited about is that we’ve got a nice mix this year of some high level sessions that may be great for leaders of teams. They can go and get a very broad look at key leadership lessons and key leadership ideas. Katie Robert is leading a session around leadership and how do you talk to the people who manage the robots, I think is the name of our session, or how do you manage the people who manage the robots? So it’s very much from a leader’s standpoint.

We have other sessions that are really focused on leaders, because I wanted teams to be able to come to the B2B Forum and experience — the tacticians on your staff can experience more of the instruction that they need, the tactics and the tools to succeed in their roles and to lead themselves further in their careers. But also I wanted to offer programming for the leaders who are bringing those teams, to make it much more of a sort of inclusive experience for those teams. That’s one of the ways that we’ve really thought about the program much more intentionally this year.

“There’s a whole lot more of AI that’s sort of woven throughout the #MPB2B program, because that is very much how B2B marketers are experiencing AI right now.” — Ann Handley @MarketingProfs Click To Tweet

Lee:

That’s so smart, because you know — beyond just bringing your team to an event and having the shared experience, the bonding and learning about new things at the same time, I love that idea that you’ve got content specific to those leaders because they obviously have different responsibilities, and there are different expectations than someone who’s solely focused maybe on implementing. So that’s super smart.

Ann:

We also have some fun surprises. One of the things that I obsess over, and you know this because you’ve been there for so many years, is that I don’t want anybody to walk into the Omni Boston and mistake it even for a second as any other business to business event. I don’t want you to be on the show floor and be like, am I at a Gartner event?

I wanted to feel very much like this could only happen at a MarketingProfs event, and the way that we execute on that is through a million little touch points. They’re so fantastic about really embracing the culture of the B2B forum that I think is really special, and it’s so different than anything else out there.

Lee:

It’s great that you brought that up, because that’s one of the things that really differentiates B2B Forum — there is a rich culture and a rich community connected to the event. You hear a lot of people use the expression, “These are my people,” and the attention to all the details is pretty awesome too. There are funny placards in the bathrooms, signs and goofy sunglasses, and all kinds of marching bands, and you playing an accordion on stage. There’s just so much that you’re not going to find anywhere else.

Ann:

It’s fun, and I think that’s not just because we are silly people. In fact, it’s quite the opposite. We’re all very serious marketers, but at the same time, no one wants to go to an event and feel like you’re not having fun, you know? I think the more you have fun, the more receptive you are to all that’s going on. It’s not accidental that we incorporate all these little moments that are memorable, and provide a richer experience for attendees, because we want you to remember, and we want you to be open to learning and to making new connections and networking. The only way to do that is to make people feel comfortable, seen, and welcome. That’s why we do all of those little things.

Lee:

And you’re bringing it back home to “Feeling B2B,” right. It’s an experience, and people feel it. Thanks so much for joining us, Ann.

You can see and learn more from Ann at MarketingProfs B2B Forum in Boston or online, October fourth for workshops, and October fifth and sixth for the main conference. You can get all the information about the event, the speakers, the agenda, venue, hotel, and more at mpb2b.marketingprofs.com.

We’ve also got much more information available about the big MarketingProfs B2B Forum 2023 event:

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SEO & Digital Marketing

How Bot Traffic Is Impacting Digital Marketing?

Published

8 hours ago

September 19, 2024

Josh Kuku

Online bot traffic is increasing every year. This is having a marked impact on digital marketing campaigns. In this article, we discuss how bot traffic is interfering with your digital marketing exercises.

Gone are the days when you could feel happy about the growing numbers of visitors to a website. It is now estimated that almost 50% of internet traffic is dominated by software applications known as bots. They can be created to help you, but others can be created with ill intent. The bad news is that none of them will buy products or sign up for your services, meaning they can seriously hinder marketing campaigns. In the article below, we discuss how bot traffic is impacting digital marketing.

It’s a Robots World With Increasing Bot Traffic Online

A recent report by cyber security company Thales discovered that online malicious traffic has risen for a fifth consecutive year. The applications used to carry out these attacks, known as bots, now make up around 32% of all internet traffic. However, they also found that 49.6% of internet traffic is no longer human, but derived from bot activity.

A bot is an application used online. Generally, it is programmed to perform a repetitive task. Many of them come in very handy, helping crawl websites to see what they contain or even assisting in customer service chatbots. Yet many are malicious and are used to deploy malware attacks that can steal data and harm websites.

In addition to this, as a digital marketer, some bots that exist in grey areas you should be aware of. These include ones that inflate social media statistics.

Checking for Bot Traffic on Your Website

If you are running a digital marketing campaign, hoping to direct quality traffic to a website, you need to know how much of this is bot traffic. Once you remove bot traffic from your statistics, you can get quality data about what is and is not working.

You don’t need to pay for an advanced subscription program either. A free tool to check website traffic will suffice, providing you with information on traffic stats, any referring domains, and the top search ads. You can then upgrade if you need more functionality. By combining the results with the pointers below, you can help pinpoint bot traffic and remove it from your key performance indicators.

Analyze Page Views

One way to tell if you have bot traffic is to check your page views. An unexpected spike could mean you have been the target of bot traffic. However, it could also be a genuine interest in the page, so check where the traffic originates.

Referral Traffic

Referral traffic is a good place to look for bot activity. Bots can create fake referrals to get people to visit their websites.

Time on Page

This is a technique you can use by looking at your own on-site statistics. Start by checking your bounce rate. Bots won’t hang around looking at products, watching videos and reading news, so a high bounce rate can indicate traffic is coming and leaving fast, the key sign of bot activity. This can also be seen in pages with a low on-page time.

Check Where the Traffic Originates From

Bot traffic usually comes direct. Very seldom will it come from a search engine. If you are getting traffic from strange locations, it may also be bot traffic. For example, if you have an English-language website and most of your traffic comes from China, it is probably bots.

Bot Traffic and Its Damage to Marketing Campaigns

The damage bots cause to digital marketing campaigns comes solely from how they skew your data. Bots will make things look great in one aspect. They can be pushing your social media campaign to thousands of views, or sending streams of traffic to a website. However, it is not real people behind it and that is where bots can make your campaign come undone.

Without a human behind your traffic, you can not get a picture of your audience. Bots have no real location, income, gender, or anything else that can make up a user profile. Therefore, it makes it very hard to tailor landing pages for certain audiences using this data.

They can seriously increase PPC costs. As they scour a page they will click on ads and even fill out forms. With no conversions, you are left paying for worthless ads. If you host the ads, then other people’s marketing will soon see a lack of conversions and go elsewhere.

There are several ways to eliminate bot traffic, or at least cut down on it. Monitoring your traffic closely using a website traffic checker and on-page metrics is one of them. In a marketing campaign, try to switch to results-based payment, not one that tends to pay based on vanity metrics such as clicks or shares. Finally, make sure you vet anyone you work with in campaigns. This includes any affiliates, publishers, or websites you may be getting links from. By using this, you can cut down bot traffic and increase the efficiency of your marketing campaigns.

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SEO & Digital Marketing

A Complete Guide to Using Original Research to Elevate B2B Content Marketing – TopRank® Marketing

Published

1 day ago

September 18, 2024

Josh Kuku

Let me know if this sounds familiar: You’re drafting a masterful thought leadership piece and want to back up your thesis with a strong data point. After a bit of searching, you find the perfect one! But when you click through to the source, it takes you to one of those “Billionty Best Statistics For Marketers” lists.

Okay, so you find the stat again, click through, and it takes you to… an older stat round-up list.

Many (many…) frustrating clicks later, you find you’re back in 2012. Maroon 5 is topping the charts, London’s hosting the summer Olympics, and the stat you’ve been chasing is no longer relevant.

If you’ve ever found yourself at the bottom of the dreaded stat source rabbit hole wishing you just had reliable data – do I have a solution for you!

Original research. At TopRank Marketing, we’ve partnered with several big brands on ambitious original research reports that have driven amazing results for lead gen and brand awareness. We’ve got tips to share from our experience.

Your guide to B2B original research

Publishing your own marketing research reports, on the surface, may appear daunting — they take budget, time, and certain skills to do well. That’s why we’ve broken down the benefits and best practices of conducting B2B original research.

B2B original research influences your bottom line

Here are a few high-quality data points that drive home the value of publishing your own marketing research:

84% of deals are already won or lost before vendors even know they’re on the radar.
Research reports are a sought-after form of content. 55% of B2B buyers regularly consume research reports, and rate them as the most valuable type of content when evaluating purchasing decisions.
High-quality research and data are the top factors that motivate B2B buyers to express interest in a sales conversation.

In short: Your buyers are looking for your company to be the voice of authority and to offer insights that make their jobs easier, ahead of ever contacting your sales team.

“Early-stage positioning can reduce the number of vendors that buyers consider before they arrive at the 70% Constant… and affect which vendors are top-of-mind when it’s time to engage sellers.” – The 2023 B2B Buyer Experience Report, 6sense

Brand benefits of B2B original research

From strengthening thought leadership to giving your customers information they’re hungry for, publishing your own research data has a number of benefits:

Becoming the primary source

Being the source of a data point or unique research positions your brand as the authoritative origin of valuable information. Your company owns the insights and findings, allowing you to control the narrative and provide exclusive content to your audience.

Positioning your brand as an industry leader

The most powerful way to build your brand’s reputation is to publish data-backed thought leadership that aligns with your company’s vision and meets the needs of your customers and stakeholders. B2B original research helps your company present fresh, data-driven insights, and establishes your business as a go-to authority on new trends and issues within your sector.

Cementing trust and credibility

By publishing the most sought-after data-backed insights under your logo, you gain the twin advantages of differentiation and credibility. Data-backed content builds trust with your audience by providing factual, relevant information that helps readers determine their own path forward. B2B buyers are often decision-makers looking for reliable information to guide their business strategies and purchases, and research-based content offers the credibility they seek.

Amplifying your brand

When you publish high-quality information, other B2B thought leaders and media outlets take notice. As the primary source of original research, your company becomes a go-to expert. Any publication that cites your work, every podcast that discusses your findings, and each webinar that invites your brand thought leaders on to share their insights amplifies your brand that much further.

Types of original research

The type of research you publish depends largely on your end-game: do you want the research to generate leads? Are you after greater brand awareness? Is this a marketing research report you want to publish on a regular cadence?

These are a few types of reports to consider adding to your marketing strategy:

Yearly benchmarks

These are annual studies that track key metrics or industry trends over time. They are useful for showing how specific areas evolve year after year.

Example: LinkedIn 2024 B2B Marketing Benchmark

One-off research

Research focused on a single topic, often related to emerging trends, industry disruptions, or niche subjects. These are useful for addressing specific questions or timely issues.

Example: Sprinklr and LinkedIn: Proving the Power of Brand*

Customer Insights and preferences

Studies that survey your customers or broader market to understand buyer behaviors, needs, or preferences. This data helps craft solutions that better address customer pain points.

Example: Global B2B Buyer Report, BigCommerce

Trend reports

Regular publications that analyze and predict key market trends in the B2B space. This helps your audience stay ahead of the curve with industry developments.

Example: TopRank 2023 B2B Influencer Marketing Report: Elevate & Ignite*

Reporting on disruptive trends

Research that measures how companies are reacting to major industry shifts, economic changes, or technological advances like AI positions your brand as responsive and in tune with industry needs.

Example: HubSpot: The Intersection of Marketing, Data and AI*

* TopRank Marketing partnered on or led these original research projects.

Repurposing marketing research reports: The content gift that keeps on giving

The dollars you invest in original research can be stretched far and wide as that research is repurposed into blog posts, infographics, white papers, webinars, video series, and so on … all unlocking different ways to reach and provide value for your audience.

Blog posts: In what we like to refer to as a “turkey slice,” you can break down key findings into a series of blog posts, each focusing on a different aspect of the research.

Infographics: Visualize data and insights from the report into easily digestible infographics.

Social media posts: Share individual stats, charts, or quotes across LinkedIn, X/Twitter, or other social media platforms, driving engagement.

Whitepapers: Combine the research with related content to create a detailed whitepaper or guide for your audience.

Ebooks: Expand on the research findings by providing additional context or case studies, turning the data into an in-depth ebook.

Webinars: Host a webinar discussing the report’s insights, with key speakers diving deep into the findings.

Case studies: Use the data to support a case study highlighting how a company benefited from the trends or insights revealed in your research.

Podcasts: Create a podcast episode discussing the findings, either with internal experts or guest industry professionals.

Presentations: Develop a presentation or slide deck to share at industry conferences or with prospects.

Video series: Create short videos discussing the top takeaways, explaining how the insights apply to your audience’s challenges.

Newsletters: Feature snippets from the marketing research report in a company newsletter or as part of an email marketing campaign.

Best practices for B2B original research

Our team has a great deal of collective experience putting together high-quality reports based on original research. Here are the best practices we’ve developed along the way.

#1. Establish your research goals: Understand what insights you want to uncover, how they align with your company’s strategic goals, and how they serve your audience’s needs.

#2. Target the right audience: Ensure your research is aimed at your core audience, whether it’s clients, prospects, or key industry players.

#3. Ask neutral, focused questions: Design survey or interview questions that are free of bias. If the results of your surveys and interviews don’t support your original hypothesis, remember: that data still holds insights, and may be even more newsworthy!

#4. Don’t be afraid to outsource the research: For your data to be high-quality and accurate, you may want to work with a third-party research organization. They have the connections and expertise to ensure the quality of your questions, rapidly deploy your survey, and help you make sense of the responses.

#5. Validate and cross-check data: I once stumbled upon a data point that had been published far and wide, long after the original publisher pulled their report due to inaccuracy. Cross-checking data strengthens its credibility and prevents misleading conclusions.

#6. Use a blend of quantitative and qualitative data: While quantitative (hard numbers) data can provide a broad overview, qualitative (observable but not measurable) data offers deeper insights. Use both forms of data to give your report more dimension and support a compelling narrative.

Source: 2024 B2B Marketing Benchmark

#7. Get other industry experts involved: Data from a single voice is interesting, but a consensus of thought leaders backing up that data? That’s compelling! Partnerships can be accomplished through co-branded research, or by including quotes and feedback from experts.

Source: 2023 B2B Influencer Marketing Report: Elevate & Ignite

#8. Give your audience actionable takeaways: Data is great, but useful insights are what drive impact and motivate organic sharing. Highlight key findings and suggest practical applications that can help your audience use the insights to inform their strategies.

Source: The Intersection of Marketing, Data and AI

#9. Prioritize the report design: Design can make or break your report’s readability. Make your research accessible and easy to digest by using a combination of visuals (infographics, charts) and detailed insights to present your findings.

Source: Proving the Power of Brand

#10. Promote, promote, promote: Publishing a research report should never be a one-and-done campaign. Make sure you continue to leverage your research findings by promoting the report across various channels and through different content formats to reach a broader audience and maximize the impact of your research.

Source

Our friends at Content Marketing Institute have also drafted an excellent self-assessment for marketers who are considering diving into original research: Don’t Start an Original Research Project Before Answering These 8 Questions.

Learn to stop worrying and love B2B original research

Publishing a marketing research report is an excellent way for your company to share the next Big Idea with your industry. At TopRank, we’ve helped companies bring their research to life, as well as published our own proprietary insights.

Some highlights from this last year of report drafting include:

Interested in learning more about how we can help you develop a marketing report based on original research? Contact us.

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SEO & Digital Marketing

The New Creative Hub: Dubai’s Agency Scene Evolves

Published

1 day ago

September 18, 2024

Josh Kuku

We bet that, recently, at least one of your friends visited Dubai for a reason. Why are we hearing so much about Dubai these days—not only for its tourist aspect but also for digital marketing initiatives?

We will find out why Dubai is now a new digital marketing hotspot in this blog post – career opportunities and digital marketing agencies in Dubai.

Keep reading.

Key Takeaways

Dubai offers a sizable market to companies looking to increase their online presence.
Because businesses in Dubai are eager to take advantage of online platforms, digital marketing is one of the most in-demand skills in the job market.
Marketers predict that Dubai’s digital marketing ecosystem will continue to grow quickly in the coming years.
For professionals, agency owners, and brands, Dubai offers a plethora of opportunities in the digital marketing space.

What’s Inside?

An Overview of Dubai’s Digital Marketing Atmosphere

In recent years, Dubai has solidified its status as a hub for digital innovation, offering businesses a dynamic environment for marketing success. With widespread access to the latest tech and a business population that relies on the internet, the city presents unparalleled opportunities for brands to connect with their target audiences.

Dubai is a digital-first city. It is equipped with affordable high-speed internet, and almost all of its population uses smartphones. This makes effective digital marketing services in Dubai a foremost concern for businesses.

According to research on why Dubai is an attractive area for international business, Dubai has radically changed over the last thirty years.

It has become a major business state with a sustainable and branched-out economy. Especially over the last ten years, Dubai has noticed enormous economic development as a result of urban development that converted the uninhabited desert of Dubai into a commercial, residential, economic, and tourist state.

Additionally, it is well known that Dubai boasts a massive international trade network that spans nearly 180 states worldwide, offering investors many options for international marketing channels to promote a diverse range of products and services. Hong Kong and Singapore are the two largest export and reexport hubs globally, with Dubai coming in third.

Of course, the city also gains from all kinds of marketing efforts & channels, including digital marketing, as new businesses, investors, and clients come on board. So much so that recent research has shown that a wide range of industries in the United Arab Emirates profit from digital marketing, and they use related tactics to influence business profitability by raising brand awareness, driving more traffic to websites, and generating leads.

Given these factors, effective digital marketing has become a priority for companies looking to thrive in this fast-paced market. This has led to an evolution in Dubai’s agency scene, where creative strategies and cutting-edge solutions are reshaping how businesses approach their online presence.

Digital Marketing Agencies in the UAE Worth It?

Let us continue with one of the most common questions people ask on the internet about the digital marketing ecosystem of Dubai. The answer is a resounding yes. In a market as competitive and digitally driven as the UAE, partnering with a digital marketing agency can make a significant difference.

According to our Exclusive Q&A with Sacha Christe, CEO of Emirates Graphic, digital marketing agencies in Dubai are especially worth working with.

In the said Q&A, Christie states that Dubai’s multicultural audience is indeed a “unique challenge and opportunity” at the same time. To tailor digital marketing strategies effectively, digital agencies conduct thorough market research to understand cultural nuances, language preferences, and consumer behaviors. And finally, they create content and campaigns that resonate with various cultural groups while ensuring sensitivity and respect for diversity. He adds:

Dubai’s business-friendly regulatory environment fosters innovation and attracts agencies and businesses to operate and expand in the region. It provides a stable and conducive platform for growth, which is advantageous for agencies like Emirates Graphic.

What’s more, it seems that in the next few years, marketers anticipate Dubai’s digital marketing ecosystem to continue evolving rapidly:

Brands should stay ahead by embracing emerging technologies, staying updated on local trends, and collaborating with innovative agencies. It’s crucial to remain flexible and adapt to changing consumer preferences.

Dubai for Working Professionals (Scope of Digital Marketing in Dubai)

As we mentioned earlier, Dubai has quickly become a magnet for working professionals, particularly in the digital marketing sector. With its thriving economy and constant push toward digital transformation, the city offers endless opportunities for those looking to build or expand their careers. Digital marketing is one of the most in-demand skills in the job market because businesses in Dubai are eager to take advantage of online platforms.

From social media management and content creation to SEO, professionals can find a diverse range of roles within digital marketing agencies and in-house corporate teams. With Dubai’s commitment to staying at the forefront of technological advancements and its large consumer base, there is always a need for innovative marketing strategies. For digital marketers, this city offers a dynamic work environment and the chance to work on projects that shape global perceptions.

DAN-member agencies like Crowd are playing a crucial role in promoting Dubai as a prime destination for business. As a creative agency, Crowd has actively worked on campaigns showcasing the city’s potential to global audiences, emphasizing its business-friendly environment and advanced digital infrastructure. This is just one example of how digital marketing professionals in Dubai can be part of projects that have a global impact, helping position the city as a leading business hub.

Let us wrap up that section with two thoughtful responses to the query, “Is it hard to find a job in digital marketing or SEO in Dubai?“

Dubai for Agency Owners

For agency owners in Dubai, several digital marketing domains present lucrative opportunities. With a significant portion of the population active on social media, social media advertising is a leading domain.

According to Statista, social media ad spending in the UAE is expected to reach approximately $388.40 million in 2024, indicating a high demand for agencies specializing in targeted campaigns on platforms like Instagram and TikTok.

SEO and content marketing are also crucial due to the competitive business environment. Brands seek agencies that can optimize their online presence, driving organic traffic and brand visibility.

Influencer marketing is another domain thriving in Dubai. The city’s diverse culture and global appeal make it a hotspot for influencers, and agencies that can connect brands with the right influencers are in high demand.

Paid advertising through PPC campaigns remains a key strategy. Digital ad spending in the UAE continues to grow, with businesses looking to agencies for data-driven strategies that maximize their ROI.

These popular domains offer agency owners a chance to diversify their services and cater to Dubai’s dynamic market, allowing them to position themselves as industry leaders.

Here are some hints as to why Dubai’s digital marketing sector is expanding, in case you decide to establish your agency there:

Dubai for Brands & Businesses

With digital advertising in the UAE projected to reach $1.48 billion by 2028, Dubai presents a vast marketplace for brands seeking to expand their digital footprint. This environment provides brands with the tools they need to drive growth and build a strong online presence.

Additionally, as a part of Dubai’s marketing ecosystem, brands and companies have many opportunities to collaborate with excellent, locally focused digital marketing agencies, such as WGG Digital Marketing Agency, a DAN member.

We live in Dubai; we work in Dubai; we know how to work with digital marketing to grow your business in this city.

WGG has established itself as one of the leading agencies in the UAE. For us, each campaign is not just numbers but also a representation of the vibrant life of Dubai and the UAE. With a team versed in the latest digital trends and tools, we offer a panoramic view of modern marketing. In the ever-changing digital marketing in the UAE, WGG is the most adaptive and evolving agency.”

According to the statement on their website, WGG begins each project “by diving deep into Dubai’s online market. It’s paramount for us to understand the digital platforms that have the most traction in the region.” Also, they are “committed to grasping the digital habits of both locals and the expatriate community, ensuring our campaigns cater to each distinct audience segment.”