Bollywood actress Sara Ali Khan has captured the hearts of the audience with her charming personality and acting prowess. Apart from it, her sartorial picks has also left us stunned. Be it events or festivals, the diva has been giving

World Asthma Day is observed every year on the first Tuesday of May. World Asthma Day 2020 falls on 5 May. The annual observance is organised by the Global Initiative for Asthma (GINA), with the aim of raising awareness, care and

The summer season is around the corner and we are all already feeling the heat. According to climate scientists, the temperature is most likely to rise in the coming months and along with the heat comes heat stress or body heat,

Athlete's foot (AF), also known as tinea pedis is a fungal infection of the foot, mostly found between the toes. It is named so as the infection is common in athletes and swimmers. The AF can spread to hands or other

If you want to look sophisticated and classy, all you need to do is pick up your leather outfit and flaunt it with confidence. A leather garment is something you can always rely on, be it for any event or

Athlete's foot (tinea pedis) is a fungal infection that occurs in between the toes. It most commonly occurs in people whose feet have become sweaty due to wearing of tight-fitting shoes. Athlete's foot appears as a scaly rash and causes itchy,

Every year, International No Diet Day (INDD) is observed on 6 May. The day celebrates body acceptance, raising awareness on the importance of body positivity and body shape diversity. INDD also aims to promote a healthy lifestyle with a focus on

Thalassemia is a group of inherited blood disorders that has a similar characteristic: defective and reduced production of haemoglobin, the iron-containing protein in red blood cells that helps in carrying oxygen throughout the body. Beta-thalassemia (BT) is one of

Eating disorders are serious conditions that are characterized by irregular eating habits and severe distress about one's body weight or shape. It not only affects one's physical health but their mental health [1]. Eating disorders are complex mental health conditions

May 3-9 is Arson Awareness Week 2020, which focuses on the crucial role that firefighters play in the community to protect the public in emergency situations. Fire accidents can occur anywhere unexpectedly including homes, factories and health-care facilities. In the United

Unlike China, Indian companies are managing to create games remotely despite the lockdown due to coronavirus outbreak

The Ministry of Health (MoH) said the foreign workers living in dormitories form the bulk of the cases of the new 768 new infections.

Coronavirus pandemic has put the world in lockdown. The life as we know it has been put on hold. Your skincare, however, can not be put on hold. Skincare is an everyday thing. If you want great skin, you have got

"In large parts of Africa, it is likely that technology could fundamentally disrupt this pattern. Research based on World Bank data has predicted that the proportion of jobs threatened in India by automation is 69 percent, in China it is 77 percent and in Ethiopia, the percentage of jobs threatened by automation is 85 percent," he said.

The 2020 Honda City will be powered by an all-new 1.5-litre petrol engine in the Indian market. Apart from achieving BS6 compliance, the new engine is also expected to produce more power at lower RPMs as compared to the previous-gen model.

Jeep launched the Compass SUV back in 2017 in the Indian market. Since its inception, the SUV has been a popular name in its segment as it comes loaded with several standard safety features. The Compass is available in a five-seater

The head of the International Monetary Fund on Friday signaled a possible downward revision of global economic forecasts, and warned the United States and China against rekindling a trade war that could weaken a recovery from the coronavirus pandemic.

Marketers are in the business of attracting attention. All of our tactics, our strategies, our goals boil down to: Did we get someone’s attention and inspire them to take action?

The key to modern marketing is that we have to earn that attention. There will always be someone on who is louder, funnier, more talented, or just less shameless than your brand is willing to be. The only way to truly capture and sustain someone’s focus is to earn the right to their time. 

How do you earn attention? By providing remarkable experiences. By showing you care about your audience, you know who they are, and that your brand is here to help and to entertain them. 

For our latest Break Free video, we talked to a marketer who is helping marketers offer more memorable experiences. Sruthi Kumar is the Senior Marketing Manager at Sendoso, a platform that coordinates direct mail and gifting campaigns for personalization at scale.

Sruthi and I sat down to talk about experiential marketing in all its forms: Event marketing, direct mail, content and beyond. We also dig deeper into the philosophy of marketing. Should marketers specialize in a certain aspect of marketing, or should we be taking a more holistic approach? Can left-brained content folks and right-brained strategy folks get along… and really, is it that simple of a divide? Sruthi has some inspiring thoughts on all of the above.

Oh, and along the way, Sruthi shares how she built a marketing department from the ground up, taking Sendoso from a small start-up to competing with the big brands.

 [bctt tweet="I think what we’re really trying to do is bridge that online and offline experience. @sruthikkumar" username="toprank"]

Highlights:

1:00: Direct mail plus digital marketing for unforgettable experiences

5:45: Marketing to delight your audience

7:40: Building a marketing department from the ground up

11:05: Tactics for earning attention at marketing events

18:15: Marketing requires creative and analytical thinking 

Josh:

So tell me a little bit about Sendoso. What is it? What do you do?

Sruthi:

We're a sending platform, so we really help our customers reach their customers and prospects in a meaningful way by sending company swag, direct mail, sweets and treats, handwritten notes, the whole nine yards, in order to make really human connections with their prospects and customers.

Josh: 

Do you feel like this going back to a more simpler form of marketing compared to digital marketing? Do you feel like that’s more effective as our world gets more digital?

Sruthi:

So I actually think they go hand in hand. What we're trying to do is really bridge that online and offline experience. So not to say that digital marketing does not work. I'm a marketer. I run our field marketing team, we use digital heavily, but it's just about bringing all the channels together to create that seamless experience for the end user, and that person that you want to book a meeting with or have a signed contract with or whatever else you need from them.

[bctt tweet="It’s about bringing all the channels together to create that seamless experience for the end user, that person who you want to book a meeting with or have a signed contract with. @sruthikkumar" username="toprank"]

We are moving to an ABM approach when we are doing our events, because sometimes you get to large audiences and it's hard to really get in contact with anyone. The beautiful thing about our product is that anyone can use it in any vertical. It's direct mail: If you're selling, you can use it. If you're trying to reach an audience, you can use it. 

We do the double funnel approach at Sendoso. We do have demand gen tactics while we also have ABM tactics as well. 

I had an interview that was my first internship as a marketer. The CMO asked me, ‘Are you analytical? Or are you creative?’ And I was like, ‘I don't know, I feel like I'm a little bit of both.’ 

And she said, ‘You can't be both.’ And I just want to call her now, because you have to be both. I may not be the most analytical person on my team. But I get to work with this marketing ops manager. We built our team together, and she's very analytical. I get to learn from her and understand how would my MOPS person do this. And that's the cool stuff that you get to take with you. 

As a marketer, you should be well rounded — you're a content marketer, but you could put a demand gen campaign together.

Josh:

 We just love this binary of left brain versus right brain. But then you get this idea that oh, well, the creative types are just sitting up there in their beanbag chairs with the lava lamps going, ‘Oh, wouldn't it be cool if we did this?’ And then on the other hand is a bunch of robots who are crunching numbers. For some people, those things are going to overlap into a circle and some are somewhere on the continuum, but you can’t be just one or the other. 

[bctt tweet="People ask, 'Are you analytical or are you creative?' But you have to be both... As a marketer, you should be well rounded: You're a #contentmarketer, but you could put a demand gen campaign together. You're not just writing. @sruthikkumar" username="toprank"]

Sruthi:

With all those marketing activities that we're supposed to do, some people are just doing the check-boxes. That's totally fine, but I think you should bring your personality into it. I think so many of us are so scared. Like having our corporate voice, but I think our personal voice should be in there too. 

I think the only reason why Sendoso did stand out in the early days is because we got to incorporate so many of our early founders’ and members’ own personalities into the brand. And even the way we pitch our product today is by the voices of our sales team and our marketing team, our co-founders and c-suite. So I think it's just about being okay with being yourself and incorporating that into your whole corporate brand.

[bctt tweet="I think the reason Sendoso did stand out in the early days is we got to incorporate so many of our early founders’ own personalities. It's about being okay with being yourself and incorporating that into your corporate brand. @sruthikkumar" username="toprank"]

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel and podcast for more Break Free B2B interviews. Here are a few to whet your appetite:

• Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus
• Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics
• Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing

The post Break Free B2B Marketing: Sruthi Kumar on Creating Memorable Experiences appeared first on Online Marketing Blog - TopRank®.

10 B2B Tech Categories Gaining Interest Because of COVID-19
Telemedicine, electronic signature, online conferencing, and mobile app development were the most swiftly-rising B2B technology software categories, according to recently-released report data, showing rises of as much as 613 percent since the global health crisis began. MarketingProfs

Magnifying the Massive Growth of B2B Marketplaces
87 percent of B2B buyers and 97 percent of millennial B2B buyers purchase through online marketplaces, according to recently-released report data, also showing that millennials have preferred review websites and web search as top pre-purchase research resources. G2

Exclusive: Mary Meeker's coronavirus trends report
Mary Meeker, publisher of the Internet trends report since 1995, recently released a special coronavirus trends update, which found that on-demand platforms and online marketplaces have been seeing big numbers and high growth, among other items of interest to B2B marketers. Axios

LinkedIn Is Working on Polls and a New Hashtag 'Presentation Mode
Microsoft-owned LinkedIn (client) has been testing poll and hashtag presentation mode features, items that could eventually become part of the professional social network for its 675+ million members. Social Media Today

Marketing Benchmarks and Trends Overview: The Surprising Impact of COVID-19 on Organic Search Traffic
Some 63 percent of marketers said that they are increasing their focus on SEO due to the ongoing global health crisis, while organic search traffic for overall B2B industries grew by 11 percent during the first quarter of 2020, according to new survey data of interest to digital marketers. Skyword

How Different Generations of Consumers Use Social Media [Infographic]
Gen Z is most likely to use Instagram to follow brands, while millennials and Gen X prefer Facebook, according to recently-released business and consumer survey data, which also showed that when it came to making purchasing decisions, YouTube was the leading social media platform for members of all three demographics. Social Media Today

Millennials, Gen Z Want Distraction—and Action—From Brands During Crisis
During the pandemic, baby boomers say that they want brands to support their employees and donate to the needy, while younger generations say they are paying more attention to how brands are advertising, according to recently-released survey data. Adweek

Facebook Is Testing Longer-Lasting Stories, With an Option to Keep Stories Active for 3 Days
Facebook has been testing an option that allows ephemeral stories to extend their traditional publishing lifespan from 24-hour to three days, a feature that could eventually attract more brands to Facebook Stories. Social Media Today

Google Ads Data Hub testing audience lists for display campaigns, adding new features
Google has begun testing an array of new features within its Google Ads Data Hub — changes that could bring marketers the ability to work with same-day impression data, new sand-boxing options, and more, the search giant recently announced. Marketing Land

Strength in Customer Journey Mapping A Distinguishing Factor for B2B CX Leaders
Mapping out customer journeys to learn key touch-points is the primary characteristic of B2B marketing customer experience (CX) leaders, according to newly-released survey data, followed by collecting and acting on Net Promoter Scores. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at urgency without clarity on digital transformation by Marketoonist Tom Fishburne — Marketoonist

Facebook Employee Wastes Whole Day on Facebook Again — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Why Personal Branding Is More Important Than Ever For The C-Suite — Forbes
• Lee Odden — 28 Social Media Experts to Learn From (Listed by Platform and Skill) — Social Agency Scout
• Joshua Nite — 10 Tips for Changing Business Strategies During Times of Crisis — Small Business Trends
• Lee Odden — Up next on Live with Search Engine Land: Content marketing during COVID-19 — Search Engine Land

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and we hope you'll return next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post B2B Marketing News: The B2B Categories Rising During Crisis, New Search Traffic Data, B2B Marketplaces See Growth, & Google’s New Ad Features appeared first on Online Marketing Blog - TopRank®.

The latest figures from the Labor Department released on Friday showed the U.S. economy losing 20.5 million jobs in April, the steepest plunge in payrolls since the Great Depression. Colette Luke has more.

Stone by stone, digital artists and game developers from Mosul are rebuilding Nineveh's heritage sites in the digital world. Francis Maguire reports.

Refugees at the Zaatari camp in Jordan have designed a robot prototype made from LEGOs, which automatically dispenses sanitizer to avoid contact with the bottle and help prevent the spread of the coronavirus.

Refugees at the Zaatari camp in Jordan have designed a robot prototype made from LEGOs, which automatically dispenses sanitizer to avoid contact with the bottle and help prevent the spread of the coronavirus.

Former British Prime Minister Tony Blair said on Monday that a UK-U.S. trade deal would be very difficult to agree, saying protectionist sentiment worldwide was making trade agreements harder to negotiate.

You've got to eat it, to beat it: That's the philosophy of one Hanoi chef who is attempting to boost morale in the Vietnamese capital by selling green, coronavirus-themed burgers.

With potato farmers and processors struggling, Belgians are being urged to eat more fries to offset a slump in demand during the coronavirus pandemic.

The latest figures from the Labor Department released on Friday showed the U.S. economy losing 20.5 million jobs in April, the steepest plunge in payrolls since the Great Depression. Colette Luke has more.

Stone by stone, digital artists and game developers from Mosul are rebuilding Nineveh's heritage sites in the digital world. Francis Maguire reports.

A mother who was given a 50 percent survival chance and her newborn baby were discharged from hospital on Monday (May 4) after both fighting COVID-19.

The U.S. Centers for Disease Control and Prevention (CDC) on Friday reported 1,248,040 cases of the new coronavirus, an increase of 28,974 cases from its previous count, and said that the number of deaths had risen by 2,180 to 75,477.

Thailand reported four new coronavirus cases and one more death on Saturday, bringing the total to 3,004 cases and 56 deaths since the outbreak started in January.

Chinese regulators have approved Novartis' Mayzent to treat relapsing multiple sclerosis in adults, the Swiss drug maker said in a statement on Saturday.

The Philippines' health ministry reported on Saturday that coronavirus deaths have reached more than 700.

Malaysia health authorities on Saturday reported 54 new coronavirus cases for a total of 6,589.

The number of deaths from the coronavirus in Mexico's best-known border city, Tijuana, has soared and the COVID-19 mortality rate is twice the national average, the health ministry says, after medical staff quickly fell ill as the outbreak rampaged through hospital wards.

Spain's daily death toll from the coronavirus fell to its second lowest since mid-March on Saturday, as half the country prepared to move to the next phase of an exit from one of Europe's strictest lockdowns.

There is no one more unbeatable in men's tennis than Novak Djokovic when the Serb is at his best, former world number four American Todd Martin has said.

Senior international Olympics official John Coates said on Saturday the delayed Tokyo Olympics could end up being the greatest Games ever, coming next year as the world emerges from COVID-19 crisis.

Oscar-winning "Jojo Rabbit" screenwriter Taika Waititi will direct and co-write a new "Star Wars" feature film for theaters, Walt Disney Co said on Monday.

Television can fake it, movie audiences can wear masks, but a live theatre performance like "Romeo and Juliet" needs real actors kissing and fighting rivals in front of real people.

The Philippines' health ministry reported on Saturday that coronavirus deaths have reached more than 700.

Spain's daily death toll from the coronavirus fell to its second lowest since mid-March on Saturday, as half the country prepared to move to the next phase of an exit from one of Europe's strictest lockdowns.

More than 3.96 million people have been reported to be infected by the novel coronavirus globally and 273,974 have died, according to a Reuters tally. Infections have been reported in more than 210 countries and territories since the first cases were identified in China in December 2019.

Dabholkar, one of the torch bearers of the rationalist movement in Maharashtra, was shot dead from a close range in broad daylight by unknown gunmen who are believed to have followed him when he was taking his customary morning walk.

Mostly caused by emissions from vehicles, PM1 micron particles are the most dangerous of all.

The victim's body was found few few meters away from her residence

Vaibhavi Parmar had succumbed to injuries after she fell on the road, when the two-wheeler on which she was riding a pillion had hit a pothole near GMDC Overbridge

As footfall doesn't raise profit, sweet shops say fafda, jalebi sales dull, situation unlikely to improve till Diwali

According to a complaint filed with the Vastrapur police station, Rushay Shah, 27, a resident of Drive-in had on October 4, 2019, ordered two pizzas from the food delivery app.

Chief secretary Ajoy Mehta in an official statement said all nine doctors are from Mumbai would contribute in the ongoing fight against COVID-19.