Katelyn Drake

About Katelyn Drake

Katelyn Drake (@kb_drake) joins the TopRank Marketing team as the Director of Agency Marketing and brings 15 years of experience ranging from full-service advertising agency strategy within the financial, education, franchising and non-profit sectors, as well as experiential, lead generation and digital marketing within the automotive industry. Katelyn is an inventive and nontraditional marketing mind with a background in both B2B and B2C branding and marketing strategy. When she is not using her quick wit and energy to guide our agency channels, she can be found checking out new local hotspots in her native Detroit with her young daughters, husband and their rescue goldendoodle, Benny!

The Difference Between Zero-Party, First-Party & Third-Party Data

Katelyn Drake on Mar 29th, 2023
B2B Marketing, Online Marketing Strategy, Web Analytics

We know — and even expect — brands to understand us and offer up personalized experiences. (And at this point, isn’t it annoying when a brand obviously doesn’t “get” us?)

While we’ve seen a major shift from third-party to first-party data over the past few years, the latest trend now relies on zero-party data. And, if used correctly, it will become the most powerful source of buyer information.

Quick definitions

Before we dive much further, let’s quickly recap the different data sources:

Third-party data is obtained or purchased from an outside source. Think Apple or Facebook’s abilities to provide demographic or other interests based on information collected from those sites. The data is not exclusive to your company, meaning anyone can have access to the same data.

The Difference Between Zero-Party, First-Party & Third-Party Data

12 Women in B2B Marketing Worth Celebrating This (and every) Month

Katelyn Drake on Mar 8th, 2023
B2B Marketing

Historically, women have been underrepresented in the B2B marketing space, but we all know there are endless inspiring stories of female leaders driving innovation and creating revolutionary strategies.

March marks Women’s History Month, and today is International Women’s Day. This month — and every month — let’s celebrate all of the amazing women in B2B marketing who are leading the industry with boldness, bravery and innovation.

From marketing mavericks to storytellers, from unique strategic approaches to creating a brand and culture of diversity and inclusion, these executives are setting powerful examples for others – especially young professionals — to follow. Let’s take a look at just some of this remarkable talent that is pushing forward progress on behalf of businesses around the world!

12 Women in B2B Marketing Worth Celebrating This (and every) Month

What Does B2B Content Marketing Look Like in 2023?

Katelyn Drake on Mar 6th, 2023
B2B Marketing, Content Marketing

Sometimes marketers can spot trends as they are on the rise and sometimes we are hit over the head with them (can we say ChatGPT?).

What we’ve seen so far this year has been a mix of both: trends that have been gaining steam for a long time and quick pivots as marketers adapt. The past six months alone have given us everything from AI writing to Twitter uncertainties. Everyone loves to talk about their predictions at the start of the new year, but it’s always interesting to watch reality unfold.

Are we crystal ball-gazers? Of course not! But we’ve been watching and listening and have seen some themes emerge for B2B content marketing — trends that will likely continue beyond 2023.

What Does B2B Content Marketing Look Like in 2023?

That’s A Wrap – Top Take-Aways from B2BMX 2023

Katelyn Drake on Mar 3rd, 2023
B2B Marketing, Marketing PR Conferences

B2B marketers are facing more and more challenges. We are asked to do more with less, cultivate human connection balanced with high-tech experiences, all with the threat of artificial intelligence (AI) coming for our jobs.

Staying ahead of trends, finding efficiencies that drive impact, maintaining a growth mindset and looking for inspiration are ways TopRank Marketing commits to our missions to elevate the B2B marketing industry. All of this is fueled by community: seeking, creating and engaging in the B2B marketing community of brands and thought leaders doing the work and sharing their highs and lows throughout the journey.

This week, our team had the opportunity to attend the annual B2B Marketing Exchange conference in Scottsdale, Arizona. Talk about community — this event was packed with experts, topics and opportunities to connect and collaborate. In case you missed the conference, here are a few highlights and top takeaways:

That’s A Wrap – Top Take-Aways from B2BMX 2023

Tired Of Chasing Vanity Metrics? Drive Better Marketing Outcomes & More Sales! – B2BMX

Katelyn Drake on Mar 1st, 2023
B2B Marketing, Marketing PR Conferences

While reviewing metrics, it can sometimes be hard to identify the metrics that matter vs vanity metrics.

Vanity metrics are metrics that may look impressive on the surface but do not provide meaningful insights into the performance of a marketing campaign or business. They are called “vanity” metrics because they make us feel good but are ultimately superficial and not indicative of real success. Some examples of vanity metrics for marketers include:

Likes and followers on social media: While having a large following on social media may look impressive, it does not necessarily translate into actual engagement or conversions.

Tired Of Chasing Vanity Metrics? Drive Better Marketing Outcomes & More Sales! – B2BMX

Learn How to Crack The Code on ABM & Intent Data from Seagate and TechTarget – B2BMX

Katelyn Drake on Feb 28th, 2023
B2B Marketing, Marketing PR Conferences, Online Marketing

As a B2B marketer, we know that account-based marketing (ABM) and intent data are closely related in the sense that intent data is often used as a key input to inform and guide ABM strategies, but let’s dive in on how they work together to boost sales intelligence and drive conversion.

Intent data refers to data signals that indicate a person or organization’s intent to purchase a product or service. This can include things like website visits, content downloads, search queries, and other online behaviors that suggest a potential buyer is actively researching a particular solution. By analyzing this data, marketers can gain insights into which companies or individuals are likely to be interested in their products or services and tailor their outreach accordingly.

Learn How to Crack The Code on ABM & Intent Data from Seagate and TechTarget – B2BMX

12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX

Katelyn Drake on Feb 27th, 2023
B2B Marketing, Marketing & PR Industry, Marketing PR Conferences

This week, the annual B2B Marketing Exchange (#B2BMX) conference kicks off in Scottsdale, Arizona, and if the promise of sunshine wasn’t enough, the speaker lineup has me radiating with excitement.

This is my first B2BMX and I’m hoping to run into some old friends as well as make some new connections while we soak up the energy and inspiration from the B2B marketers attending, presenting and exhibiting at the event.

If you are like me and get easily overwhelmed with so many inspiring sessions from top thought leaders, here’s a cheat sheet for my can’t-miss sessions.

Here are my top 12
(because I couldn’t narrow it down to 10)
Can’t-Miss Sessions at B2BMX 2023:

DAY 1 – FEB 27

12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX

Elevate B2B Marketing Podcast: Creativity & Inclusivity in B2B Marketing with Ty Heath

Katelyn Drake on Nov 29th, 2022
B2B Marketing, Interviews

Last month, we introduced our all new podcast, Elevate B2B Marketing, with the goal of helping to elevate the B2B industry. The show features conversations that inform, include and inspire the best of B2B marketing. Each episode features conversations between our CEO Lee Odden and B2B marketing leaders that are creating impact and making a difference in our industry.

The Elevate B2B Marketing Podcast kicked off with the queen of content herself, Ann Handley of MarketingProfs. She shared insights about the new normal of B2B marketing and emphasized the need for empathy and emotion in content marketing. Check it out here if you missed it.

Featured guest, Tyrona Heath, joins this next episode of Elevate B2B to discuss creativity & inclusivity in B2B marketing.

Elevate B2B Marketing Podcast: Creativity & Inclusivity in B2B Marketing with Ty Heath

Neurodivergency in B2B Marketing: Kryptonite or Superpower

Katelyn Drake on Nov 21st, 2022
B2B Marketing

In recent years, the term “neurodiversity” has become more and more commonplace. It is the idea that there is not just one “normal” way to think or learn, think, process information and complete work.

“Neurodiversity the idea that neurological differences, like autism and ADHD, are the result of normal natural variation in the human genome.” John Elder Robison, of the College of William and Mary

Neurodivergence refers to the wide range of neurological differences in people’s brains. This includes conditions like Autism Spectrum Disorder (ASD), Attention Deficit Hyperactivity Disorder (ADHD), dyslexia, and more. While there are challenges associated with neurodivergence, and many may think of it as kryptonite, there are also many strengths for those on the spectrum causing many to believe that neurodivergence may be a superpower, especially in the world of business.

Neurodivergency in B2B Marketing: Kryptonite or Superpower

3 Key B2B Marketing Themes from #MPB2B

Katelyn Drake on Oct 14th, 2022
B2B Marketing, MarketingProfs B2B Forum

The content and conversations at MarketingProfs B2B Forum this week were beyond inspiring for a #MPB2B newcomer like me. The energy within this B2B content marketing community is intoxicating and to quote Jacco van der Kooij’s closing keynote, “What you have in this room – this is a community. Communities bring happiness. Joy unlocks when we are together. It is contagious, and it spreads.”

After day one, I asked 5 questions for B2B marketers, but as this event wraps, here are three key themes I heard over and over from the B2B content marketing experts:

BRAND

Brand voice does not get enough attention in B2B marketing.

Following the sentiments shared in the first episode of the Elevate B2B podcast, Ann Handley , chief content officer at MarketingProfs, opened #MPB2B stressing the importance of brand: “brand voice is the new logo. If you cover up the logo, do others recognize you?”

3 Key B2B Marketing Themes from #MPB2B

5 Questions B2B Marketers Need To Ask: Top Take-Aways From My First #MPB2B — Day #1

Katelyn Drake on Oct 13th, 2022
B2B Marketing, MarketingProfs B2B Forum

When asked to attend the MarketingProfs B2B Forum, I wasn’t sure what to expect. I’ve been to conferences as an attendee, an exhibiting sponsor and as a speaker, but never specifically within the B2B content marketing space, and this group can be an intimidating one.

Sure, I’ve admired the long list of content marketing rock-stars, storytellers and B2B influencers, but memories crept up from being the new kid in town.

To no one’s surprise, the marketers at this event in downtown Boston have embraced and welcomed newcomers like me into their conversations. I’ve been taking furious notes, engaging on social channels more than I have in years, and have soaked up every ounce of content and inspiration possible like a sponge.

5 Questions B2B Marketers Need To Ask: Top Take-Aways From My First #MPB2B — Day #1

Introducing the Elevate B2B Marketing Podcast

Katelyn Drake on Oct 13th, 2022
B2B Marketing, Podcasting

It’s no secret that we have made it our mission to elevate the world of B2B marketing. “Elevate B2B” has been the agency’s theme and mantra of the year, and we don’t see it going away anytime soon.

Our CEO Lee Odden shared in January, “from ‘boring-to-boring’ to being woefully behind B2C, there’s more than enough opportunity for us in the B2B marketing world to raise the bar.”

The TopRank Marketing team has been committed to elevating the industry, specifically targeting these three approaches:

1 — EXPERIENTIAL CONTENT

What good is content if the target customer is not engaged? Just like B2C audiences, B2B marketers and decision-makers want to experience brands through thoughtful, creative and innovative content. In our digital-first world, personally and professionally, marketers are drawn to messages that reach them where they are with memorial content experiences.

Introducing the Elevate B2B Marketing Podcast