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Lane Ellis

Growing Gratitude: What the TopRank Marketing Team is Most Thankful For

Lane Ellis
Lane Ellis on Nov 23rd, 2022
B2B Marketing

Growing gratitude from the TopRank Marketing team Thanksgiving dinner image

As the U.S. celebrates Thanksgiving Day this week, we can all look back at another unique year of opportunities, challenges, and changes in the B2B marketing landscape.

Despite the challenges we’ve all faced, we’ve grown, adapted, and overcome, and now is an ideal time to look back on those parts of our lives for which we’re the most thankful this holiday week.

In 2022 our team here at TopRank Marketing has continued to expand, and we’d like to take this opportunity to reflect on thankfulness in both our professional and personal lives, continuing our annual traditional post sharing messages of gratitude.

Our ability to see and express gratitude even in challenging times can be especially meaningful and even replenishing.


Growing Gratitude: What the TopRank Marketing Team is Most Thankful For

B2B Marketing News: B2B Content Promotion, Social Trends Report, LinkedIn’s New Guide, Gender Bias Study, & AI Changes Creative Work

Lane Ellis
Lane Ellis on Nov 18th, 2022
Online Marketing News

2022 November 18 MarketingCharts Chart

One Way to Set B2B Content Apart from the Rest? Actively Promote It
Creating higher quality B2B content was seen as the top way to differentiate it, with coverage of unique topics that competitors aren’t covering coming in second, followed by conducting active promotion that extends beyond publishing and distribution — three of numerous findings contained in recently-released B2B content marketing report data. MarketingCharts

Social Media Trends 2023 [Hootsuite Report]
42 percent of organizations with more than 1,000 employees work with influencers and creators, while only 28 percent of smaller businesses with under 100 workers do, according to Hootsuite’s newly-released annual social trends report. 77 percent of marketers have said that they are either confident or extremely confident in the return on investment they get from social media when it comes to audience engagement, the report has also shown. Hootsuite


B2B Marketing News: B2B Content Promotion, Social Trends Report, LinkedIn’s New Guide, Gender Bias Study, & AI Changes Creative Work

Planning, Creation & Promotion: 5 Top Tactics For Creating Inspired B2B Content

Lane Ellis
Lane Ellis on Nov 16th, 2022
B2B Marketing, Content Marketing, Influencer Marketing

5 top tactics to create inspired B2B content group of marketers at table image

How can marketers create the kind of inspired B2B content and customer experiences that will overcome today’s challenges and surpass tomorrow’s higher expectations?

With the right planning, careful creation, and strategic promotion, there isn’t any need for a secret formula for successful B2B content, as our chief executive and co-founder Lee Odden recently shared with top B2B marketers at the 2022 Content Marketing Conference.

2023 is set to see more content than ever come into existence, as the 4.6 billion pieces of content that are produced every day in 2022 expands, through ever-increasing output from human hands as well as artificial intelligence-augmented or generated content.

With so much competition for limited attention, how can B2B marketers build content that stands out?


Planning, Creation & Promotion: 5 Top Tactics For Creating Inspired B2B Content

B2B Marketing News: B2B Brand Awareness Data, New Salesforce & HubSpot Reports, YouTube Adds Guest Streaming, & Rising Digital Ad Spend

Lane Ellis
Lane Ellis on Nov 11th, 2022
Online Marketing News

2022 November 11 Salesforce Chart

B2B brands shouldn’t fear rejection, but being unknown
91 percent of potential customers don’t actively reject any B2B brands, while increasing brand awareness remains one of the top challenge that B2B marketers face, as unawareness has significant variability by brand, according to newly-released report data from The B2B Institute. Marketing Week

“The marketing industry treats B2B like it’s some weird niche that we can just ignore. But B2B isn’t a niche — it’s a goldmine. Half the economy is B2B. And it’s the better half.” — Peter Weinberg of @b2binstitute Click To Tweet

Overheard at B2B World Fest: ‘Pursue passion and purpose, and profits will follow’
B2B marketing has taken a move towards offering more experimental content including sight, sound, and motion, while B2B organization employees are increasingly seeing improvements to their well-being as more important than career advancement — two of several findings of interest to B2B marketers shared during the B2B World Fest event, as The Drum examines. The Drum


B2B Marketing News: B2B Brand Awareness Data, New Salesforce & HubSpot Reports, YouTube Adds Guest Streaming, & Rising Digital Ad Spend

5 New Search Opportunities B2B Marketers Need To Know In 2023

Lane Ellis
Lane Ellis on Nov 9th, 2022
B2B Marketing, Search Engines, Search Marketing, SEO

5 new search opportunities for B2B marketers in 2023 woman at laptop image

What do B2B marketers need to know about search in 2023?

B2B marketing and search have always had a complex relationship, and 2023 will undoubtedly see new shifts arise in numerous areas, from how search engines deal with human versus artificial intelligence (AI)-generated content, to indexing a partially or fully-siloed metaverse, combating dwindling organic search opportunities, where to best invest paid search advertising dollars, and key SEO fine tuning challenges.

Let’s turn our attention to each of these five areas of search in B2B marketing, and take a look at the changes marketers will need to adapt to in 2023 and beyond.


5 New Search Opportunities B2B Marketers Need To Know In 2023

B2B Marketing News: Rising B2B Content Creation Budgets, Proving ROI Is Top ABM Challenge, & Google’s Updated Business Profiles

Lane Ellis
Lane Ellis on Nov 4th, 2022
Online Marketing News

2022 November 4 GoodFirms Chart

5 Predictions For B2B CMOs To Win In 2023 [Forrester Report]
20 percent more B2B demand teams will report to sales in 2023, with 10 percent of marketing automation budgets moving from transformation to resilience, while 40 percent of firms will shift to cloud-native-first strategies — three of numerous findings of interest to B2B marketers contained in recently-released B2B CMO report data. Forbes

What’s Driving Budget Changes for B2B Marketers? [Survey]
43 percent of B2B marketers have said that their marketing budgets have increased since 2021, with 32 percent noting a decrease, with the top reasons for budget changes being inflation, the pandemic, economic recession, and world geopolitical unstability, according to newly-released survey data. MarketingCharts


B2B Marketing News: Rising B2B Content Creation Budgets, Proving ROI Is Top ABM Challenge, & Google’s Updated Business Profiles

Community Influence: B2B Influencer Marketing & The Ascent of Digital Communities

Lane Ellis
Lane Ellis on Nov 2nd, 2022
B2B Marketing, Influencer Marketing

The ascent of digital communities and B2B influence woman with colorful umbrella image

Just how important have digital communities become today, and why does the rising trust we place in them harmonize so well with B2B influencer marketing?

It’s no secret that the world has become digital-first during the pandemic, but one change that may surprise many is just how important online communities have become.

People have shifted to identifying the most closely with their online communities, for the first time surpassing traditional non-digital community groups, a change borne out by recent survey data.

A simultaneous pandemic change has seen trust in brands and marketers falling significantly, with 50 percent of U.S. consumers finding it difficult to trust brands since the pandemic began, according to report data from Salesforce.


Community Influence: B2B Influencer Marketing & The Ascent of Digital Communities

B2B Marketing News: Top B2B Demand Gen Content Study, LinkedIn’s Record Engagement, Key Social Media Trends, & Google’s My Ad Center

Lane Ellis
Lane Ellis on Oct 28th, 2022
Online Marketing News

2022 October 28 MarketingCharts Chart

Fifth of B2B marketers say proving effectiveness is their ‘biggest challenge’
56 percent of marketers have said that creativity is the most important skill required for navigating uncertain times, with 48.4 percent identifying return on investment (ROI) as the key metric to demonstrate marketing’s impact, while 30 percent noted that their organization doesn’t understand B2B marketing ROI — three of several findings of interest to B2B marketers contained in recently-released survey data. Marketing Week

Beware of sales calls, young B2B buyers say
74 percent of millennials and Gen Z will avoid more sales calls and outreach efforts than older B2B buyers, while 72 percent of overall buyers and prospects have indicated that they plan to consume more digital content along the purchasing journey — two of the statistics of interest to digital marketers found among newly-published report findings. Digital Commerce 360


B2B Marketing News: Top B2B Demand Gen Content Study, LinkedIn’s Record Engagement, Key Social Media Trends, & Google’s My Ad Center

Riding The Razor’s Edge of AI in B2B Marketing

Lane Ellis
Lane Ellis on Oct 26th, 2022
B2B Marketing, Digital Marketing

Riding the razor’s edge in AI in B2B marketing mountain climber image

Where can artificial intelligence (AI) play a genuinely helpful role in B2B marketing efforts, and when does it go too far and become a creative liability for marketers?

AI has increasingly crept into our daily lives, and B2B marketers are facing these and other new questions, confronted with keeping a healthy balance between some of the efficiency and time-saving gains AI can deliver, and running the risk of implementing too much AI and not enough of the human touch.

AI has continued its inevitable refinements from the first online customer service help chatbots to today’s software that ostensibly writes many forms of text, to the ever-more-impressive AI-generated digital images of programs such as DALL-E.


Riding The Razor’s Edge of AI in B2B Marketing

B2B Marketing News: B2B Content Marketing Report, Google’s New Search Essentials, B2B Marketplaces Expand, & Adobe’s New 3D Tools

Lane Ellis
Lane Ellis on Oct 21st, 2022
Online Marketing News

2022 October 21 CMI MarketingProfs Chart

B2B Demand Gen: Lead Qualifying Teams Are Common at Larger Enterprises
Top performing large organizations typically have a dedicated lead generation qualification team, as 77 percent of enterprise firms with more than five thousand employees report having such a team, compared to 48 percent of those with fewer than five thousand employees — two of several findings of interest to B2B marketers contained in newly-published survey data. MarketingCharts

B2B marketplaces are shaping the future of B2B ecommerce
B2B marketplace sales are expected to reach $130 billion in 2022, representing an increase over 5.3 times that of 2020, while B2B marketplace sales will reach 6.9 percent of all B2B eCommerce sales in 2022, according to recently-released survey findings. Digital Commerce 360


B2B Marketing News: B2B Content Marketing Report, Google’s New Search Essentials, B2B Marketplaces Expand, & Adobe’s New 3D Tools

20 Ways to Build a B2B Marketing Super-Stack of Skills

Lane Ellis
Lane Ellis on Oct 19th, 2022
B2B Marketing

20 ways to build a B2B marketing super-stack of skills image

How can B2B marketers build a super-stack of marketing technology skills to create the most value and efficiency in 2023 and beyond?

Today’s B2B marketers who possess a wide array of marketing technology skills are more valuable to organizations then ever, as brands look both to increase bottom-line efficiency and retain top talent.

Placing more focus on those places in marketing that can drive greater value is needed now more than ever, according to Tina Moffett, principal analyst at Forrester Research.


20 Ways to Build a B2B Marketing Super-Stack of Skills

B2B Marketing News: B2B MarTech Complexity, Experiential Marketing Use Rises, Twitter’s Multimedia Tweets, & B2B eCommerce Grows

Lane Ellis
Lane Ellis on Oct 14th, 2022
Online Marketing News

2022 October 14 MarketingCharts Chart

Most Marketers Report Increase in Marketing and Sales Alignment After Implementing ABM
28 percent of B2B marketers have indicated that they had significantly better sales and marketing alignment after implementing an account-based marketing (ABM) program, with 47 percent observing a moderate increase in alignment between sales and marketing, while some 53 percent noted that ABM generated greater revenue than other marketing efforts, according to newly-released survey data. MarketingCharts

“The best ABM strategies have a content component. When you combine ABM with content marketing, you’re doing account-based content marketing.” — Andy Crestodina @crestodina Click To Tweet

Report: 77 percent of marketers are planning metaverse experiments
94 percent of U.S. marketing decision-makers have said that they see the metaverse as a new opportunity for reaching potential customers, with 77 percent expecting to experiment with the developing technology, while some 73 percent said that social media was growing in importance, recently published survey data has shown. Mobile Marketing


B2B Marketing News: B2B MarTech Complexity, Experiential Marketing Use Rises, Twitter’s Multimedia Tweets, & B2B eCommerce Grows
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