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Lane Ellis

B2B Marketing News: B2B Tech Marketers Hit Pre-Pandemic KPIs, Global Ad Forecasts Improve, B2B Buyer Advocacy Study, & Google’s New Ad Formats

Lane Ellis
Lane Ellis on Dec 11th, 2020
Online Marketing News

2020 December 11 Influitive Chart

One-Third of B2B Tech Marketers Say They’ll Meet Their Original KPIs This Year
42 percent of B2B technology executives say they’ll meet their revised 2020 key performance indicators, while 16 just say they won’t meet KPIs — two of several items of interest to digital marketers in recently-released survey data. MarketingCharts

Year-End Global/U.S. Ad Forecasts Improve Markedly
Three recently-released global advertising spending forecasts predict a much stronger outlook for 2021 than in 2020, with improvements in the global market especially better — up an average of 7.8 percent in the studies compared to 4.5 percent for the U.S. MediaPost


B2B Marketing News: B2B Tech Marketers Hit Pre-Pandemic KPIs, Global Ad Forecasts Improve, B2B Buyer Advocacy Study, & Google’s New Ad Formats

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Best Of B2B Influencer Marketing: Our Top 10 Influencer Marketing Posts To Optimize Your 2021

Lane Ellis
Lane Ellis on Dec 9th, 2020
Influencer Marketing

Four businesspeople jumping with glee over city skyline.

2020 saw the continued rise in influencer marketing’s scope and success in both B2C and B2B industries. This continued an explosion of interest in the practice over the past several years, and with more practitioners than ever now going all-in, influencer marketing has continued to be a primary focus on our blog throughout this extraordinary pandemic year.

We’re lucky to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 18th year in 2021 — including our CEO Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, the author of this post, and Alexis Hall, among others.


Best Of B2B Influencer Marketing: Our Top 10 Influencer Marketing Posts To Optimize Your 2021

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B2B Marketing News: B2B Marketer Covid Impact Study, Google Tests New Podcast Carousels, Salesforce Buys Slack, & New Podcast Data

Lane Ellis
Lane Ellis on Dec 4th, 2020
Online Marketing News

2020 December 4 MarketingCharts Chart

Salesforce strikes deal to acquire Slack for $27.7 billion
Cloud services firm Salesforce will pay $27.7 billion to acquire online workplace communication service company Slack, a move seen as likely aiming to bring tighter integration between the two platforms, Salesforce recently announced. Ars Technica

Google Search Podcast Carousel Updated With Larger Graphics
Google has tested significantly larger podcast carousel images within search results, a move that if rolled out would provide marketers greater podcast visibility opportunities in Google search results, and signify the expanding role that podcasts have held over the past year. Search Engine Roundtable


B2B Marketing News: B2B Marketer Covid Impact Study, Google Tests New Podcast Carousels, Salesforce Buys Slack, & New Podcast Data

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12 Top B2B SEO Trends & Predictions for 2021

Lane Ellis
Lane Ellis on Dec 2nd, 2020
B2B Marketing, Search Marketing, SEO

Five people making predictions colorful image.

What will search marketing and search engine optimization (SEO) look like in 2021, and where will it take B2B marketers and brands when a post-pandemic world eventually arrives?

To help answer these questions and more we’ve gathered 12 top B2B search marketing insights from both industry experts and our own team, and present our annual look at SEO predictions and search trends for 2021.

When I first went online in 1984 operating a 300-baud bulletin board system, it would be six years before Archie’s FTP site search arrived in 1990, followed three years later by Excite and the other early web search engine innovators, and if there’s one aspect of search that has remained constant throughout the ensuing decades, it’s been unending change.


12 Top B2B SEO Trends & Predictions for 2021

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B2B Marketing News: B2B User Reviews, Instagram’s New Branded Reels, Writing To Reward, & Google’s Refined Smart Bidding

Lane Ellis
Lane Ellis on Nov 27th, 2020
Online Marketing News

2020 November 27 Uberflip Chart

Instagram turns influencer branded content on its head, giving advertisers greater control
Instagram has rolled out features that will give digital marketers new branded content options for its Instagram Reels and Live products, the Facebook-owned social media platform recently announced. AdAge

Write to Reward Your Reader
The Harvard Business Review takes a look at the role and power of rewarding your reader in writing, an element that applies especially well for the material content marketers write. Harvard Business Review

Google Ads’ Smart Bidding Enhances Predictions & Insights
Google has launched updated features to its Google Ads offering, with new smart bidding to offer more relevant predictions and new insights, the search giant recently announced. Search Engine Journal


B2B Marketing News: B2B User Reviews, Instagram’s New Branded Reels, Writing To Reward, & Google’s Refined Smart Bidding

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Gratitude In Uncertain Times: What the TopRank Marketing Team is Most Thankful For

Lane Ellis
Lane Ellis on Nov 26th, 2020
B2B Marketing, TopRank Agency News

Family gathered for Thanksgiving for video call with remote family members.

Have our views on thankfulness changed in the turmoil and uncertainty of 2020?

As the U.S. celebrates Thanksgiving Day, the pandemic continues to have a profound global impact, making this start to the holiday season one unique in modern history.

This doesn’t mean that we have less to be thankful for, however — indeed the opposite may be true, based on what our team here at TopRank Marketing have taken the time to reflect on for our traditional post sharing messages of thankfulness.

Our ability to see and express gratitude in difficult times can be especially meaningful and replenishing. This may be a prime year to consider the words of writer G. K. Chesterton.


Gratitude In Uncertain Times: What the TopRank Marketing Team is Most Thankful For

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14 Expert B2B Influencer Marketing Predictions for 2021

Lane Ellis
Lane Ellis on Nov 19th, 2020
B2B Marketing, Influencer Marketing

B2B influencer marketing predictions 2021

What will B2B influencer marketing look like in 2021, and where will it take B2B marketers and brands when a post-pandemic world eventually arrives?

To help answer these questions we’ve gathered top B2B influencer marketing insights from both industry experts and our own team, and present our look at their predictions for 2021.

Let’s jump right in and see how top B2B influencer marketing practitioners expect 2021 to change the way we do business, and why it will likely be a breakout year for building influence.

1 — Anti-Marketing and The Real vs. The Ideal

Ann Boyd
Ann Boyd
Vice President of Communications, Rubrik


14 Expert B2B Influencer Marketing Predictions for 2021

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10 Expert Pointers To Create Better B2B Content With Authentic Influence

Lane Ellis
Lane Ellis on Nov 18th, 2020
B2B Marketing, Content Marketing

Smiling woman at computer.

How does authentic content help drive better customer experience?

And how does influence help optimize B2B content marketing performance?

Both of these are important questions for today’s B2B marketers heading into the uncertainty of 2021, where we face falling organic social reach and declining brand trust. To help guide the way we have gathered together the answers to these key questions and eight others.

Our CEO and co-founder Lee Odden explored the topics of authentic content and how influence can optimize content marketing performance during virtual presentations for the ContentTECH Summit and the IABC MN Convergence Summit, and we’ll share some of the top take-aways from his insight-filled sessions.

Let’s dig right in and look at Lee’s 10 pointers to create better B2B content with authentic influence in our age of the new normal.


10 Expert Pointers To Create Better B2B Content With Authentic Influence

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B2B Marketing News: B2B Buying Disconnect Study, Google’s SERP Video Carousels, B2B Event ROI Data, & Instagram’s New Story Reactions

Lane Ellis
Lane Ellis on Nov 13th, 2020
Online Marketing News

2020 November 13 TrustRadius Chart

How Can You Improve Your B2B Virtual Event’s ROI?
47.6 percent of B2B professionals see post-virtual-event audience engagement as having the top return-on-investment (ROI) potential, followed by some 36 percent who said that making the virtual format more dynamic and interactive was a priority, according to recently-released survey data. MarketingCharts

Adweek Survey Finds 40% of Brands Might Seek New Agencies in 2021
75 percent of marketers have been satisfied with how agencies have handled the global health crisis, while a third performed better than expected during the pandemic — two of several statistics of interest to digital marketers contained in newly-released Adweek Intelligence survey data. Adweek


B2B Marketing News: B2B Buying Disconnect Study, Google’s SERP Video Carousels, B2B Event ROI Data, & Instagram’s New Story Reactions

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7 Keys To Successful B2B Influencer Marketing #MPB2B

Lane Ellis
Lane Ellis on Nov 11th, 2020
B2B Marketing, Influencer Marketing, MarketingProfs B2B Forum

Businessman looking intently at computer image.

MarketingProfs educational content director Kerry O’Shea Gorgone kicked off an insightful #MPB2B Forum 2020 session with our CEO Lee Odden exploring B2B influencer marketing, “New Research: How to be Successful With Influencer Marketing.”

Lee began by explaining that when it comes to B2B influencer marketing, to create and maintain a successful program you’ve got to do the hard work and be smart about it, and set about to demystify some of the lesser-known aspects of B2B influencer marketing by sharing what he’s learned from having been deeply involved with the practice for the past eight years.

Let’s take a look at the new B2B influencer marketing research Lee explored in his insightful MarketingProfs B2B Forum #MPB2B 2020 session.

1 — Utilize Influencers to Rise Above Pandemic Uncertainties

Kerry & Lee Odden #MPB2B


7 Keys To Successful B2B Influencer Marketing #MPB2B

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B2B Marketing News: B2B Content Marketing Credibility Study, LinkedIn’s New Company Engagement Report, Global Social Trends & Microsoft’s Free UX Tool

Lane Ellis
Lane Ellis on Nov 6th, 2020
Online Marketing News

2020 November 6 MarketingCharts Chart

Both B2B Marketers and Buyers Increasingly Sold on Conversational Marketing
B2B marketing professionals have found email, online live chat, social media, and chatbots have all seen increased usage in 2020, while phone and video call use has fallen by more than 10 percent, according to recently-released B2B buyer communication survey data of interest to digital marketers. MarketingCharts

B2B Tech Firms Cut Marketing Budgets Due To Pandemic: Study
Despite an overall drop in marketing spending due to the global health crisis, budgeting for digital and content marketing are the most likely to see increased spending, while some 60 percent of B2B technology firm executives say that their key performance indicators (KPIs) haven’t undergone change. MediaPost


B2B Marketing News: B2B Content Marketing Credibility Study, LinkedIn’s New Company Engagement Report, Global Social Trends & Microsoft’s Free UX Tool

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LinkedIn’s Ty Heath: 3 Enduring B2B Marketing Trends #MPB2B

Lane Ellis
Lane Ellis on Nov 5th, 2020
B2B Marketing, MarketingProfs B2B Forum

Woman at computers looking at trend data image.

While MarketingProfs B2B Forum’s Ann Handley was introducing Ty Heath, director of market engagement at The B2B Institute at LinkedIn*, for her keynote, “Evolve your Strategy: 3 Mega Marketing Trends to Outperform Your Competition,” she shared that one of the advantages of holding the event virtually for the first time was that you could be three places at once by being able to watch all sessions once the conference concludes.

2020 marked Ty’s third year speaking at #MPB2B, and her first keynoting the event, and for the occasion Ann shared her hand-drawn portrait of Ty.

Ty Heath Screenshot A


LinkedIn’s Ty Heath: 3 Enduring B2B Marketing Trends #MPB2B

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