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Lane Ellis

B2B Marketing News: CMOs & Influencer Marketing See Pandemic Shifts, Virtual B2B Events Here To Stay, & New Social State of Digital Study

Lane Ellis
Lane Ellis on Feb 5th, 2021
Online Marketing News

2021 February 5 Hootsuite Chart

Most CMOs expect role to change as a result of Covid-19, finds LinkedIn
Nearly 75 percent of chief marketing officers believe their role as CMO will change due to the pandemic, to include more branding and greater internal communications, according to recently-released survey data of interest to digital marketers. The Drum

6 Ways COVID-19 has Impacted B2B Influencer Marketing
During the pandemic social media users increased their engagement levels with content from industry influencers, lead by the technology industry, which saw a 440 percent increase from 2019 to 2020 — one of several findings of interest to online marketers in recently-released Onalytica report data. Onalytica


B2B Marketing News: CMOs & Influencer Marketing See Pandemic Shifts, Virtual B2B Events Here To Stay, & New Social State of Digital Study

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Supercharge Your 2021 B2B Marketing With High-Octane Online Courses

Lane Ellis
Lane Ellis on Feb 3rd, 2021
B2B Marketing

View from motorcycle riding off into a sunset image.

How can B2B marketers strengthen their long-term strategy and hone existing marketing skills while learning new ones?

2021 offers the greatest wealth of online marketing-related courses the world has ever seen, thanks in part to the pandemic’s effects on how we learn.

With more than 70 percent of companies recognizing online learning as essential to long-term strategy (Digital Marketing Institute), now is the ideal time to explore the vast array of online courses available to B2B marketers, covering subjects from modern marketing writing and digital marketing strategy to marketing research and social media marketing.

No matter how much we already know, in 2021’s always-on B2B marketing landscape there’s always plenty more to learn.


Supercharge Your 2021 B2B Marketing With High-Octane Online Courses

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B2B Marketing News: Top B2B Video Marketing Challenges, Google Axing Teasers, Changing B2B ABM Objectives, & LinkedIn’s Strong Revenue Growth

Lane Ellis
Lane Ellis on Jan 29th, 2021
Online Marketing News

2021 January 29 MarketingCharts Chart

How the Pandemic Has Affected Account-Based Marketing
42 percent of B2B marketers say that the pandemic has changed their account-based marketing (ABM) business objectives, according to recently-released survey data, with 30 percent noting that their ABM budgets fell due to the global health crisis, while 26 percent saw their ABM spending increase. MarketingProfs

Despite In-Housing Trend, Clients Continue To Value Agency Relationships
Greater alignment with brand priorities brings increased value to agencies, according to newly-released Forrester report data of interest to digital marketers, which also showed that some 75 percent of brand decision makers were satisfied or very satisfied with their agency rosters. MediaPost


B2B Marketing News: Top B2B Video Marketing Challenges, Google Axing Teasers, Changing B2B ABM Objectives, & LinkedIn’s Strong Revenue Growth

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5 Inspiring Reasons For B2B Marketing Optimism in 2021

Lane Ellis
Lane Ellis on Jan 20th, 2021
B2B Marketing

Happy business woman smiling image.

How can the intense brightness that often follows humankind’s darkest moments help us achieve greater team unity and newfound marketing energy, gratitude and strength?

As the pandemic marches on into its second year, B2B marketers looking to rise above despair and make this a brighter and more successful year can look especially to the five reasons we’ve gathered here for being optimistic about the many positive opportunities and experiences that 2021 holds in store.

Let’s jump right in and take a look at five inspiring reasons for B2B marketing optimism in 2021 and beyond.

1 — We’re More United As Teams & As Communities

Despite the difficult pandemic challenges of 2020 that have continued into 2021, B2B marketers have gained a newfound understanding of the power of successful teamwork, even as remote work has typically meant less physically time together.


5 Inspiring Reasons For B2B Marketing Optimism in 2021

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B2B Marketing News: Top B2B Content Barriers Study, Google Adds New My Business Data, Top Posting Times Report, & Tech Spending On The Rise

Lane Ellis
Lane Ellis on Jan 15th, 2021
Online Marketing News

2021 January 15 MarketingCharts Chart

The Top Barriers to Creating Great B2B Content [Study]
Workload, resources, interference and changing priorities rank as the leading obstacles faced by B2B content marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs

Google My Business launches new performance reporting
Google has added new performance reporting features to its Google My Business service, which now includes search term data from Google Search and Maps, among other new reporting information available. Search Engine Land

The Best Times to Post Your Social Media Updates in 2021 [Infographic]
One LinkedIn post a day published on Tuesday through Thursday between 7 to 10 a.m. or 5 to 6 p.m. are the top posting days and times on the platform, according to newly-released report data, which also covers other social media platform top posting times. Social Media Today


B2B Marketing News: Top B2B Content Barriers Study, Google Adds New My Business Data, Top Posting Times Report, & Tech Spending On The Rise

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5 Unconventional Sources of Customer Feedback for B2B Marketers

Lane Ellis
Lane Ellis on Jan 13th, 2021
B2B Marketing

Busy business-people climbing stairs image.

Are you wondering whether you’re missing valuable customer feedback because you’re just not looking in the right places?

Our digital landscape today offers a wide array of well-used standard methods for B2B marketers to collect customer feedback, with just a few including:

  • Monitoring Social Media Activity
  • Customer Experience Surveys
  • Feedback Forms
  • Website Data Analysis
  • Customer Reviews & Other User Generated Content
  • Direct Interviews
  • Testimonials
  • Usability Test Data
  • Sales & Customer Service Team Data

There are many other traditional ways as well, and each method excels in its own specific way, holding the promise of providing insightful information about customers or prospective customers.


5 Unconventional Sources of Customer Feedback for B2B Marketers

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B2B Marketing News: LinkedIn’s 2021 Planning Report, Traits of Top B2B Performers Study, Google’s Question Hub, & Apple’s Search Aspirations

Lane Ellis
Lane Ellis on Jan 8th, 2021
Online Marketing News

2021 January 8 Fortella Chart

LinkedIn Shares New Usage Insights for Your 2021 Planning [Infographic]
Microsoft-owned LinkedIn (client) has released updated usage statistics showing that the professional social network’s LinkedIn Live video streams have increased by 89 percent since March, along with strong levels of member engagement — two of numerous statistics of interest to digital marketers. Social Media Today

Google Question Hub Is Open & It’s A Great Way To Find Content Ideas
Google has rolled out a new service showing unanswered search question data, offering U.S users access to its Question Hub for the first time — a feature previously only available in three non-U.S. nations. Search Engine Roundtable


B2B Marketing News: LinkedIn’s 2021 Planning Report, Traits of Top B2B Performers Study, Google’s Question Hub, & Apple’s Search Aspirations

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5 More Handy Tools For 2021’s Busy B2B Marketers

Lane Ellis
Lane Ellis on Jan 6th, 2021
B2B Marketing

Happy businesswoman using multiple devices image.

Most B2B marketers in 2021 are busier than ever due to the pandemic, remote work challenges, and increased expectations to show results.

Thankfully, keeping pace with the swift changes marketers face today are a whole slew of tools tasked with streamlining busy marketing efforts.

We’ll take a look at some of these helpful tools for busy marketers, and several new social media platforms that are poised to rise during the year ahead, all to help refine and augment your B2B marketing strategy.

Sorting through lists of the seemingly endless number of available marketing tools and platforms can be frustrating as well as a hit and miss proposition, however we’ve put this collection together so that you can skip the search and get right into tools you can use today to help you create unforgettable B2B marketing stories.


5 More Handy Tools For 2021’s Busy B2B Marketers

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B2B Marketing News: B2B Video ROI Climbs, Google Updates Audience Manager, Rising Social Network Usage Forecast, & Qualtrics Files For IPO

Lane Ellis
Lane Ellis on Jan 1st, 2021
Online Marketing News

2021 January 1 MarketingCharts Chart

Social networks will experience a pandemic-driven boost in 2020—but not equally
Greater than predicted numbers of users have flocked to social media this pandemic year, according to recently-released survey data of interest to digital marketers, with 150 million more global users for 2020 than previously estimated. eMarketer

Snapchat Shares New insights into Consumer Behavior and Trends
Mobile eCommerce, augmented reality (AR) campaigns and an uptick in video are among the key shifts in consumer trends and behavior, according to a newly-released user insight report from Snapchat. Social Media Today

Twitter expands API features for developers tracking the public conversation
Better integration of Twitter’s new tweet reply privacy control features are among an array of new API inter-connectivity changes, the social media platform recently announced. TechCrunch


B2B Marketing News: B2B Video ROI Climbs, Google Updates Audience Manager, Rising Social Network Usage Forecast, & Qualtrics Files For IPO

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Best of B2B Marketing: Get Inspired for 2021 with These Top 10 Content Marketing Posts

Lane Ellis
Lane Ellis on Dec 31st, 2020
Content Marketing

Happy business professionals jumping up in celebration image.

Content encompasses nearly everything we read, view, or listen to this pandemic year, and as our CEO Lee Odden said long ago, it’s also part of the reason the need for search began in the first place.

We’re especially proud of the content marketing successes our team at TopRank Marketing have achieved during this topsy-turvy 2020, for a wide-range of major B2B clients. As 2021 draws close, we wanted to share our top content marketing articles of the year — each filled with best practices, research, examples, and the latest trends.

We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank B2B Marketing blog — which celebrates its 17th year this month — including Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, myself, and Alexis Hall, among others.


Best of B2B Marketing: Get Inspired for 2021 with These Top 10 Content Marketing Posts

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Happy Holidays from the Team at TopRank Marketing

Lane Ellis
Lane Ellis on Dec 25th, 2020
B2B Marketing, Digital Marketing, Marketing & PR Industry

2020 has been a uniquely challenging year for marketers the world over, yet the difficulties have served to bring us together in new ways, and as we enter the holiday season all of us at TopRank Marketing bring you special wishes for health and happiness.

For all of us this has been one of the most challenging years in history, and as each of us works hard to meet the hurdles that 2020 has thrown in our path, we can take pride in what we’ve accomplished despite the difficulties that none of us could have envisioned a year ago.

The trust our new and long-time clients have continued to place in us has allowed us to reach record levels of client retention, and for this we are very thankful.


Happy Holidays from the Team at TopRank Marketing

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B2B Marketing News: Top B2B Investments For 2021, LinkedIn’s New Company Product Pages, Adobe’s CX Report, & Google’s 3D Search Content

Lane Ellis
Lane Ellis on Dec 24th, 2020
Online Marketing News

2020 December 24 2Checkout Chart

B2B Businesses More Likely To Keep Third-Party Ad-Tracking Secrets From Customers
72 percent of B2B firms say they acknowledge ad tracking and don’t inform customers, compared to some 58 percent of their B2C counterparts, according to recently-released survey data. The report also noted that B2B firms were twice as likely to rate third-party ad platforms as having done a good job of explaining how data is being used. MediaPost

LinkedIn Adds New ‘Products’ Tab on Company Pages to Highlight Specific Products
LinkedIn (client) has launched new product highlighting features to company pages on the platform, in the form of a products tab, allowing digital marketers to augment products with testimonials and customer endorsements, along with noting an additional forthcoming services marketplace feature, the Microsoft-owned firm recently announced. Social Media Today


B2B Marketing News: Top B2B Investments For 2021, LinkedIn’s New Company Product Pages, Adobe’s CX Report, & Google’s 3D Search Content

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