Zoom Fatigue: 5 Simple Tips for Better Virtual Meetings in B2B Marketing

When the pandemic broke out in 2020 and forced most marketers into remote work, there was a big looming concern you’d often hear about: Zoom fatigue. In a profession where meetings are frequent and essential, the danger of video-call burnout seemed to be acutely high. Would the endless reminders of our isolation and disconnection become too much to bear? As it turns out, these concerns were somewhat overstated. Recent Pew Research found that usage of videoconferencing tools is very common, as expected …

(Source)

… But the percentage of professionals who report experiencing the dreaded “Zoom fatigue” is much lower than than the zoomsayers forecasted, with three in four saying they are fine with the amount of time they spend on video calls. (Source) That’s good to see, and I think it speaks to something I wrote about here a few weeks ago: the resilience and adaptability of human beings. We make the best: embrace the good, and find ways to mitigate the bad. Of course, a marketer’s aspiration is not just to adapt, but to keep innovating and pushing the envelope while doing so. Achieving greater collaboration, productivity, and – most simply – enjoyment out of virtual meetings can make a big difference in the success of a team. With this in mind, here are some tips to conduct better virtual meetings and keep Zoom fatigue from creeping in.

Keep Perspective on What Video Calls Make Possible

This is how you can “embrace the good.” Yes, for most of us, there is a diminishing factor to communicating with someone through a screen, rather than in person. However, the format also enables us to connect in real-time with anyone, anywhere on the planet. [bctt tweet="“Embrace the good! Virtual meetings have downsides, but enable us to connect in real-time with anyone, anywhere on the planet. #ZoomFatigue #B2Bmarketing.” — Nick Nelson @NickNelsonMN" username="toprank"] Sometimes, when I’m growing a bit weary on days crowded by video calls, I find it helpful to remind myself of the major advantages that come along with the downsides. I can have a face-to-face chat with teammates all around the country – from Portland to San Diego to Denver and beyond – at any moment. In fact, these technologies make it practical to have teammates (and clients) from all around the world to begin with!

Take Yourself Off the Screen

Researchers from the University of South Florida found that staring at yourself on-screen can be one of the biggest contributors to Zoom fatigue. It only makes sense. When able to see ourselves, we have a natural tendency to keep an eye on what we’re projecting to others. But this leads to an unnatural level of fixation, which can be distracting and cause us to be overly self-conscious. The study found this impact to be more pronounced for women, who are consequently more likely than men to report experiencing Zoom fatigue. No matter who you are, it’s wise to consider removing your feed from the video call so you can fully focus on the other people there instead of yourself, as you would during an in-person meeting.

In Fact, Consider Turning Off the Display Entirely at Times

Further studies have shown that videoconferencing has a negative impact on creativity and idea generation, which can be especially problematic for marketers. Researchers concluded that this issue comes down to focus and attention. Specifically, we’re directing too much to the faces on the screen. "In the virtual condition people are looking significantly more at their partner – almost double – at the expense of their broader environment," said Melanie Brucks, an assistant marketing professor at Columbia University. "I always suggest turning off the camera during idea generation, so you can walk around, you can look around." [bctt tweet="“I always suggest turning off the camera during idea generation, so you can walk around, you can look around.” — @MelanieBrucks #VirtualMeetings #B2Bmarketing" username="toprank"] If you’ve noticed that your ideation process isn’t as strong through a video call, you might give this a try. Keep the sound on so you can still interact, but turn off your camera as well as the feeds of other participants, so your mind can roam free without any concern for how you or anyone is showing up on the screen.

Take Advantage of Features in Videoconferencing Tools

Platforms like Zoom, Microsoft Teams and Webex often have slick little features and functionalities that are underutilized. In many cases they can make your meetings far more interesting and engaging. Capabilities you might consider using include:

• Live chat: Invite people to join the conversation in inventive ways, like using emojis to express their reactions.
• Changing the background: Get creative! Set a theme for your next meeting or hold contests to see who can show up with the best one. If you’re giving a presentation, your background could complement it visually.
• Polls: These are an easy way to make your meeting more interactive for participants.

Additionally, make ample use of screen-sharing! Don’t just pull up static spreadsheets; take meeting attendees through an experience along with you, or give an in-depth illustration of how to do something. [bctt tweet="“Platforms like @Zoom @MicrosoftTeams and @Webex have many features and functionalities that are underutilized. Try using live chat, backgrounds, polls, and screen-sharing in inventive ways. #VirtualMeetings #B2Bmarketing.” — Nick Nelsom @NickNelsonMN" username="toprank"]

Master the Art of Conversing Virtually

Just like conversing in-person, there are tricks and techniques to become a more effective communicator through a screen. Fundamentals of exemplary virtual body language include a confident posture, looking into the camera to simulate eye contact, and using hand gestures.

Adapt and Thrive

As hackneyed as it’s become to call something “the new normal,” that term really does seem to apply to video calls in the business world. They were already fairly common and now they’ve become standardized as the de facto method of meeting. By putting their adaptive and innovative instincts to good use, B2B marketers can maximize the benefits and minimize the detriments. And we can keep winning the battle against Zoom fatigue.

The post Zoom Fatigue: 5 Simple Tips for Better Virtual Meetings in B2B Marketing appeared first on B2B Marketing Blog - TopRank®.

Article Source: http://bathseoexpert.blogspot.com/2022/05/zoom-fatigue-5-simple-tips-for-better.html

B2B Marketing News: B2B’s Innovation Gap, Marketing Budgets Rise, New Trust Barometer Report, & Google Showing More FAQ Snippet Results

The Growing Innovation Gap Is Costing B2B Brands Despite 68 percent of B2B marketers noting that they considered themselves "advanced," a mere four percent achieved scoring at that level, according to newly-released report data, also showing some of the reasons that fostering innovation can be more difficult for B2B marketers, creating an innovation gap. ANA How Well Do B2B Firms Handle Routing Sales Leads? [Report] Some 32 percent of B2B professionals said that greater automation was the lead management capability they most desired, while 60 percent noted that leads were occasionally assigned to the incorrect owner within their organization — two of several statistics of interest to B2B marketers contained within recently-published survey data. MarketingProfs US Digital Ad Spend Grew Faster Last Year Than At Any Point in the Previous 15 Years A 2021 rise of 35.4 percent in digital advertising spending from those seen in 2020 was the swiftest since 2006, with digital audio the top performer when it came to growth rate, while search remained the dominant digital ad format, garnering 41.4 percent of total digital ad revenues, according to newly-released report data. MarketingCharts Gartner: Marketing budgets up, focused on hybrid channels Organizations have dedicated an average of 9.5 percent of total company revenue to marketing budgets, a figure that was up significantly from the 6.4 percent rate observed in 2021, while average budgets remained behind pre-pandemic levels, according to recently-published CMO survey data. SmartBrief Trust Barometer: Geopolitics Becomes Top Priority For Business [Edelman Trust Barometer] 59 percent of adults surveyed in 14 countries said that they wanted businesses to add geopolitical issues to their agendas, with CEOs being seen as the role expected to shape such issues, while journalists saw the biggest gains in trust, according to newly-released Edelman data of interest to B2B marketers. PRovoke Media [bctt tweet="“Great marketing isn't about who arrives. It's about who stays. No amount of awareness matters if you can't earn affinity. This is a game of trust, and it's a long one. Play it the right way, or not at all.” — Jay Acunzo @JayAcunzo" username="toprank"] How Are Execs Measuring UX? [Survey] 63 percent of digital experience professionals have said that customer satisfaction is tops when it comes to measuring user experience (UX) performance, with some 60 percent pointing to sales retention business metrics, and 51 percent identifying product or site analytics, according to recently-published survey data. MarketingCharts Report: Google Showing More Search Results With FAQ Rich Results Some 27 percent of Google search query results now feature Google’s frequently asked questions (FAQ) snippets, a figure that represents a five percent rise during less than a week, and could portend a push to even greater expansion of the FAQ-rich result format, new report data suggests. SEO Roundtable Advertising Drove $7.1T In 2021 U.S. Sales, Ad Coalition Study Finds Some 18.5 percent of the U.S. gross domestic product (GDP) can trace its roots from advertising, with $7.1 trillion in 2021 sales attributed to advertising, while also supporting 28.5 million jobs in the U.S., according to recently-released report data of interest to digital marketers. MediaPost Meta’s Adding More Ad Targeting Information to its Ad Library Listings Facebook parent firm Meta has made more targeted advertising information available via its Ad Library feature, with additional ad usage data that could help B2B marketers detect trends and conduct competitive analysis, Meta recently announced. Social Media Today Advertising to Gen Z? Personalize it 81 percent of the Gen Z demographic have said that they liked personalized digital ads — an amount that was nearly double that noted by baby boomers, while a leading 43 percent of consumers said that being relatable was the top characteristic of a good ad — two of numerous findings of interest to digital marketers contained in newly-released survey data. SmartBrief ON THE LIGHTER SIDE: A lighthearted look at “False Choice Between Brand and Performance” by Marketoonist Tom Fishburne — Marketoonist Man Paying $15 A Month For Streaming Service to Listen to Same Five Songs — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Joshua Nite — This Week in Marketing: Content Marketing Evolution — LinkedIn (client)
• TopRank Marketing — B2B Influencer Marketing - How to Embrace the Future — Marx Communications

Have you found your own favorite B2B marketing news for the week? If so, please don't hesitate to let us know in the comments below. Thank you for taking the time to join us for this week's TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for another selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B’s Innovation Gap, Marketing Budgets Rise, New Trust Barometer Report, & Google Showing More FAQ Snippet Results appeared first on B2B Marketing Blog - TopRank®.

Article Source: http://bathseoexpert.blogspot.com/2022/05/b2b-marketing-news-b2bs-innovation-gap.html

B2B Marketers on the Move: Celebrating May B2B Industry Movers & New Opportunities

Today's B2B marketing landscape consists of swift changes, often accompanied by growth that happens so fast that it can be difficult to fully appreciate. For over two decades, TopRank Marketing has been honored to help a wide array of the world's top B2B marketers and major brands elevate and go beyond merely being competitive, to standing out from the crowd with a variety of creative, award-winning successes. In this spirit, we like to regularly take time to congratulate and honor business marketers, thought leaders, industry influencers as well as our own talented team members who have recently seen career advancement. When B2B marketers take on new leadership roles, it's only natural to seek out trusted resources to help professionals in new positions hit the ground running, and TopRank Marketing is happy to have been a go-to B2B content and influencer marketing agency for so many great marketers in new leadership roles. We are also always seeking out B2B technology industry influencers advancing in their careers to partner with on unique content collaborations. We extend congratulations to our B2B technology industry partners, clients, associates, friends and teammates in this fifth edition of B2B Marketers on the Move.

B2B Marketers on the Move: May Movers

Alan Muther has taken a new position as Senior SEO & Content Marketing Manager, at LinkedIn*.

I am very happy to share that I’ve started a new position as Senior SEO & Content Marketing Manager at LinkedIn! I’m very thankful to join a company that I’ve been an ambassador of since my early days at Florida State University. LinkedIn’s culture is all about transformation, integrity, collaboration, humor, and results. I am excited to be here and to contribute to the company’s mission: connect the world’s professionals to make them more productive and successful.

Alexandra Wright has taken a new position as Head Of Marketing, at Mapware.

Super thrilled to officially announce that I have joined the talented team at Mapware as the Head of Marketing. I couldn’t be more excited to share the magic of Mapware and our mission to make advanced geospatial intelligence available to everyone. I can't wait to see what we can accomplish!

Alice Bedwell has been promoted to Marketing Executive — ABM, at Ometria.

It's more than email engagement & soft metrics. It's about understanding customers and where they are in their purchase journey to ensure you and your team are supporting their needs in the most proactive way.

Amanda M Pasiczny has taken a new position as Senior Director, Corporate Partnerships, at ExecOnline.

Thrilled to officially announce a new chapter in my career with ExecOnline and hoping Minneapolis Spring season follows! 4/5ths of a decade, through two acquisitions, and a slew of truly incredible people/partners/clients has branded my time at Gartner quite a wonderful duration. I am immensely grateful to my fantastic leaders and teammates throughout my time calling Iconoculture/CEB/Gartner home. Thank you truly! I cannot wait to join the People and Mission of ExecOnline in the democratization of executive leadership development!

Annett Murphy has taken a new position as Chief Marketing Officer, at Critical Healthcare Ltd.

eCommerce leaders need to think strategy first. As a strong advocate of a strategy first approach in all industry sectors including e-commerce, I believe in the need to let strategy be the framework to test creativity, businesses without a clearly defined strategy across all functional areas lack structure, data and insights to measure the impact of emerging creativity.

Anthony Santa Maria has taken a new position as Marketing Manager, at Praxis Labs.

Thrilled to share that I’ve joined Praxis Labs an immersive (think VR/AR) learning and analytics platform that drives actionable insights for justice, equity, diversity, and inclusion. I’m really excited for the opportunity to kick off the marketing team and ready to LEARN a lot. Open to any and all resources from anyone who is in a similar position.

Bradley Cohen has taken a new position as Director, Corporate Product Marketing, at Oracle. Brian Provost has taken a new position as GM, at Yahoo.

This week I start as GM at Yahoo. I've been reminded that no one's ever taken a point of market share from Google. Let's see if we can change that.

Cassandra Clark has taken a new position as Senior Director, Demand Generation, at Zenput.

Excited to kickoff my next adventure as Senior Director, Demand Generation at Zenput! There were not many companies I was willing to leave LinkedIn for, but this company checked all the boxes. Zenput is changing the game in restaurant operations. Even more impressive is the leadership team and people that work there. Can't wait to see what lies ahead!

Charlie Riley has taken a new position as Global Demand Generation Director, at CybelAngel.

Thrilled to announce I've joined the CybelAngel team to serve the #marketing team as the Global Demand Generation Director. I'm staying in #cybersecurity because data breaches will continue to grow.

Carol-Lyn Jardine has taken a new position as Vice President Of Strategic Marketing, at Persado. Carol-Lyn has been featured on our TopRank Marketing blog several times, including in a Break Free B2B Marketing video interview alongside Heather Hurst, "Break Free B2B Series: Carol-Lyn Jardine and Heather Hurst on Effectively Managing Change in B2B Marketing." [bctt tweet="I always try and make sure that when I'm going through change management, I assume good intent until it’s proven that I can't. @cljardine #BreakFreeB2B #ChangeManagement" username="toprank"] Christine Seymour has been promoted to Strategy Leader, Honeywell Connected Enterprise, at Honeywell.

Honeywell is ranked 4th on Fast Company's list of Most Innovative Enterprise Companies. Not too bad for a 100+ year old company. Proud be a #futureshaper and part of a high-achieving team, where EVERY day inspires.

Erica Chappell has been promoted to Director of Content Marketing, at ClickUp. Georgia Cross has taken a new position as Customer Success Manager, Digital working in MarTech + Shopper Marketing, at Inmar Intelligence.

We’re all here to help each other, that is a childhood lesson I’ve learned that I brought into my personal life and in my career. I lead with that intent of…let’s get together, let’s figure out how we can work together and let’s make the world a better place

Haithuy Nguyen has been promoted to Marketing Director, at Fungible. Heather Hurst has taken a new position as Vice President of Marketing, at Canopy.

Keep your network strong. Take that lunch or coffee meeting with current and former colleagues every time. You never know where those relationships will take your career and opportunities.

Isla McKetta has taken a new position as Director of Content, at Ookla.

Amazing to see what progress can be made in improving technology that affects our daily lives - even during a global pandemic.

Jacalyn Beales has been promoted to Manager, Demand Generation, at Lever.

Before you create and distribute, do you research. Get to know your audience. Get to know your buyer. And know the difference between stages of intent.

Jason Inskeep has been promoted to AVP - 5G COE (Private Cellular, MEC, Edge), at AT&T.

2022 will be a pivotal year for many organizations and 5G adoption. But their degree of success will greatly depend on how those organizations pair 5G with technology, like private cellular networks. Using the "just right mix" questions.

Jason Schober has been promoted to Director, Content Marketing, at Circle. Jeff Davis has taken a new position as Associate Director, Digital and Omnichannel Strategy, at AbbVie.

More than ever, B2B companies must meet the demands of the modern buyer by better understanding how they actually buy and developing cohesive, easy-to-navigate buying experiences.

Jeff has appear on our blog numerous times over the years, including as a featured contributor to our groundbreaking "2020 State of B2B Influencer Marketing Report from TopRank Marketing." Jeremiah Owyang has taken a new position as Chief Marketing Officer, at RLY Network Association.

As the new CMO of RLY Network Association, the first ask I took was: Market Research. I first surveyed the landscape documenting and detailing down insights about what competitors are doing, influencers, and of course, customers, in our case, web developers. I scored, sorted, prioritized and wrote down where the industry was, and presented the "state of" to the C-suite. Aligning this to the business goals, the roadmap literally fell right out that process, making it very clear on where I needed to head, and in what order. The insight isn't a new one, it's "look before you leap". Now, to execute, I can't wait to onboard web developers onto our product, RLY Protocol.

Jessica Scheu has taken a new position as Social/Paid Media Specialist, at Optum. Jolina Pettice has been promoted to Sr. Director of Digital Marketing and Consumer Content, at HealthPartners.

If you aren’t using data to inform your content strategy, what are you using? Gut feeling, testing, and / or creative epiphany should drive no more than 25% of your content efforts. The rest should be driven by understanding what content is resulting in conversions, assisted conversions, traffic from search and social, and what your audiences are looking for online in relation to your business offering.

Jolina is a TopRank alumni and has been featured numerous times on our blog. Josh Spilker has taken a new position as Director of Content, at Range.

The better you are at content marketing and SEO, the worse off your email inbox will be. There's a direct correlation.

Kirby Wadsworth has taken a new position as Chief Marketing Officer, at Elevate Security. Kurt Lambert has taken a new position as Director, Strategic Accounts, at Quattr Inc.

Page speed and overall website performance have always been areas that are near and dear to me. It's more important than ever in the world of SEO, and can have major impacts beyond just organic strategies.

Linda Pophal has taken a new position as Digital Marketing Specialist, at Purdue University Center for Regional Development.

Marketing and sales teams must share the same objective view of the marketplace, your target clients, and how you stack up against competitors. Having the process to do the research and share the results frequently will help both teams monitor and respond quickly to marketplace changes and target clients’ evolving needs.

Lucy Zarlengo Moran has taken a new position as Chief Marketing Officer, at Bonterra.

Introducing, Bonterra! Today we launched our new brand, Bonterra, which brings together Social Solutions, EveryAction, CyberGrants and Network for Good to form the second-largest and fastest-growing social good software company in the world. I am so thrilled to be a part of an organization that supports the do-ers - those behind the scenes at social good organizations that enable social impact.

Lucy has been featured numerous times on our blog, including being listed in our "50 Influential Women in B2B Marketing Who Rocked in 2020." Maya Kaplan Barkay has taken a new position as Vice President Marketing, at EverC. Omar Al-Sinjari has been promoted to Senior Director Of Customer Marketing, at Honeywell Advanced Sensing Technologies.

Find your learning niche - most recently for me it is listening to audiobooks and walking. I alternate between one book for me and one book for my career. Currently listening to “The First 90 Days” by Michael D. Watkins

Samantha Kelly has taken a new position as Women’s Inspire Network Program Director, at Wedo.

Self care is crucial - You can't run your business without looking after your own mental health. When you are well, strong and healthy then your business will be the same.

Steve Watt has taken a new position as Director, Market Insights | Social Selling SME, at Seismic.

In B2B the stakes are higher, the decisions more complex, and outcomes less certain. And this means trust reigns supreme. When stakes are high, the decisions complex, and outcomes uncertain, trust is paramount. Brand is trust at scale. And it's a different world when you are truly trusted.

Todd Friesen has taken a new position as VP of Global SEO, at Vimeo.

Leaders stand in front of their team in the bad times and behind them in the good. Take the blame and pass on the credit. Your team should be the key to your career just as you are to theirs. Selfish growth is limited. Shared growth is boundless.

Venus Wills has been promoted to VP of Brand and Corporate Marketing, at Tanium.

One of the best ways for cybersecurity professionals to stay on top of the game is to attend security conferences.

Vivian Kobeh Palacio has taken a new position as Group Head of External Communications and PR, at BAI Communications.

Thanks To Each of These Leaders For Helping Elevate the B2B Marketing Industry

We extend many thanks to each of the talented B2B marketing professionals we've featured here who have recently been promoted or taken new industry positions. We're certain that you'll elevate and reach new heights when it comes to the performance you'll deliver in your new roles. You can find our previous edition of B2B Marketers on the Move here. If you're looking for a new change of your own, be sure to check out our own list of current job openings at TopRank Marketing on our careers page. *LinkedIn is a TopRank Marketing client.

The post B2B Marketers on the Move: Celebrating May B2B Industry Movers & New Opportunities appeared first on B2B Marketing Blog - TopRank®.

Article Source: http://bathseoexpert.blogspot.com/2022/05/b2b-marketers-on-move-celebrating-may.html

Episodic Expansion: How to Optimize B2B Experiences by Expanding Your Podcast to Full-On Video

Podcasts have been having their 15 minutes of fame for nearly a decade now. For marketers, we’ve seen podcasts go from off the radar, to a wide open new channel, to an established, even crowded, medium. It’s true that it’s harder to build a subscriber base now than it was at the beginning of the B2B podcast boom. That doesn’t mean podcasts aren’t a valuable channel, however — just that it takes strategy and time to realize their full potential. No, the proliferation of podcasts means that you should be repurposing your podcast content for other channels. This content can help drive traffic to the podcast, raise awareness of your brand’s thought leadership, and even become superstar content in its own right. Here’s how to turn your superstar podcast content into video marketing.

Turn Your B2B Podcast into Video Marketing

Video is the preferred type of content for virtually every social media site. LinkedIn, Facebook, and Twitter all have algorithms that grant video content more visibility. So the first step in repurposing your podcast is…

1 — Start Capturing Video

Most B2B podcasts are interview-style, featuring a conversation between two or three participants. Turning this kind of content into video is simple with a recording platform like Riverside or Zencastr. These programs can record high-quality video and audio at the same time, and will produce separate files for audio-only and audio + video.  To make sure your guests look as good as they sound, make sure they:

• Set the camera at a flattering angle
• Have a blank background behind them — and no virtual backgrounds
• Have a source of light in front of their face, not behind their head (a cheap ring light is a good way to get the right illumination)
• Wear solid colors, without distracting patterns

We always send a briefing to guests prior to recording, including the above information. That way, everyone knows what to expect going in. We’ve also found it helpful to send a webcam with a built-in ring light to each guest — that way, you can still get high-quality video even if they’re rocking a 15-year-old laptop.

2 — Turn Raw Footage into Video Episodes

For an interview podcast, you’ll only have to do minimal editing to produce the video. A simple video editing program (like iMovie) will let you cut out the non-relevant bits and add intro/outro clips. Make sure to add captions for accessibility, too! If you have the time and resources, you can spice up the video with b-roll (also known as stock footage). A few clips that illustrate what the speaker is talking about will work wonders for adding visual interest. You can upload your video podcast to your brand’s YouTube channel, or use a platform like Libsyn to syndicate it.

3 — Atomize the Video 

You could post entire episodes of your video podcast to social media — but the algorithm would choke on them. LinkedIn recommends 1-minute maximum for a video post, for example.  Better to focus on the most compelling takeaways. Let’s say you have three killer soundbites from the recording. You could create a short video for each, adding visual interest. For example, add slides with quotes from the audio, b-roll, or a combination of both.  You can post these clips natively to LinkedIn, Facebook and Twitter. The goal is to spark engagement with the video on social itself — not necessarily to drive traffic to the podcast. They can be great thought leadership content in their own right.

4 — Organize for the Future

When you’re regularly producing video content, it’s crucial to have it properly tagged and organized. You can repurpose the content for years to come — provided your future marketing team can find what it needs. As you build your library, make sure to organize as you go to avoid a massive headache down the road. Platforms like our client Brightcove make it easier to both organize your collection and make it easily accessible across the organization.

5 — Cast Your Pods Even Further

As podcast recording platforms have gotten more sophisticated, it’s now simple to add video recording to your interview sessions. This raw footage can become a launching ground for your content, taking it to more channels and reaching more people than it would in audio-only form. Does podcasting work for B2B? Check out the story of SAP’s Tech Unknown podcast.

The post Episodic Expansion: How to Optimize B2B Experiences by Expanding Your Podcast to Full-On Video appeared first on B2B Marketing Blog - TopRank®.

Article Source: http://bathseoexpert.blogspot.com/2022/05/episodic-expansion-how-to-optimize-b2b.html