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Good morning and welcome to the first edition of Marketing Trends.

Here’s what I got for you today:

• The Rise of the B2B Influencer

• 3 Marketing Trends

• Google's Retreat on the 3rd Party Cookie War

• Hot Links & Marketing Jobs

Let’s dive in. 🌵 

The Rise of The B2B Influencer

Clout Meets Corporate

Influencers have long been a staple in marketing, particularly in the B2C space, where well-known personalities can sway consumer decisions. However, the B2B market has been slower to embrace this concept, and for good reason.

While consumers may make impulsive purchases influenced by a celebrity's endorsement, B2B purchases often involve significant investments that require careful consideration and multiple approval stages.

Typically, B2B purchase decisions hinge on factors like ROI, ease of implementation, and the cost of switching. Yet, as traditional strategies like SEO and paid search yield diminishing returns, many B2B organizations are seeking new go-to-market strategies.

The "Founder-Led" approach, popularized in-part by Exit 5 Founder Dave Gerhardt, is gaining traction. This model leverages the thought leadership of charismatic CEOs who commit to creating organic content, yielding impressive results.

For example, Adam Robinson of RB2B and Andy Mewborn of Distribute.So have effectively used their platforms to establish authority and trust. But what about companies without a charismatic CEO?

This is where B2B influencer marketing steps in.

Platforms like BrandRefer are capitalizing on this need, and if they succeed, we can expect other influencer platforms to follow suit.

In a world increasingly dominated by AI and chatbots, authentic human voices with industry expertise will become invaluable assets. As B2B influencer marketing gains momentum, it promises to become a lucrative investment.

TRENDING

In 2024, marketing is getting wilder than a squirrel on espresso!

.SGE Continues To Eat Up SEO.

SGE's dominance in search continues to disrupt traditional SEO strategies. Microsoft recently announced that Bing will prioritize AI-generated answers in its search results.

.Threads Tries New Features.

Meta's platform Threads is rolling out a new Topic Discovery feature, seemingly aimed at drawing users away from X by simplifying the process of finding breaking news.

.Canva Adds Even More AI .

Canva brings even more firepower to their AI-push by acquiring Australian generative AI company Leonardo.Ai.

🔥 HOT MARKETING TACTIC 🔥

Reposting Your Best Content - The TV Edition

As social media algorithms shift toward interest-based models, it's become a low-risk, high-reward strategy for brands and influencers to repost their best content. This approach leverages the power of familiarity and proven success, allowing brands to capitalize on past hits without the need to constantly generate new material.

Ikea Canada is embracing this trend by reairing its iconic "Just Start The Car" commercial across the country.

This classic ad, which humorously depicts a couple frantically rushing to their car after a shopping spree, thinking they must have paid the wrong (too low) price, has struck a chord with viewers over the years.

By bringing it back to the airwaves, Ikea not only taps into a wave of nostalgia but also reinforces its brand message of offering great value. It's a clever way to remind customers of Ikea's long-standing commitment to affordable prices.

The spot is pretty funny and worth a watch if you haven't seen it yet—or even if you have!

5 Things We Love

1. Meta Retires Celeb Bots

   Turns out, nobody wants to chat with Meta's quirky celebrity AI bots. Who knew?

2. Startup Graveyard

   The Failory Graveyard is a collection of startups that never quite caught on.

3. Who is Blocking AI Bots?

   Moz explores the growing trend of websites blocking AI bots via Robots.txt.

4. Newsletter Design Agency

   Looking to create a standout newsletter? Meet Pixels design agency! They did an excellent job on the Marketing Trends newsletter. Tell Ricky the Cactus Gang sent you.

5. Gamma AI Presentation Tool

   Transform your notes into presentations with Gamma, the ultimate tool for creating slides without the hassle.

 Google Retreats on the 3rd Party Cookies War

Sweet Victory?

It was the best of times and the worst of times for marketers. After years of warning about the demise of third-party cookies, Google has reversed its decision to eliminate them from Chrome.

Given its reliance on advertising revenue, it's no surprise that Google opted to appease advertisers already grappling with the effects of the Helpful Content Update (HCU).

HIRING NOW!

Great remote marketing jobs.

• Squire: This business management system seeks a Senior Director, Demand Generation.

• Get It: This SaaS brand is looking to partner with a Senior Marketing Manager.

• Bamboo: HR leader needs a passionate Customer Marketing Manager.

• Manta Sleep: Don’t sleep on this opportunity for a PT Social Media Coordinator.

SUGGESTION BOX

That’s all for this edition.

Cheers,

Michael