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Lane Ellis

B2B Marketing News: Instagram Stories Benchmark Report, Creator Collaboration Adds Value, LinkedIn Offers Gen Z Insight, & Twitter’s New Annual Marketing Calendar

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

2022 January 14 TikTok For Business Chart

LinkedIn is launching interactive, Clubhouse-style audio events this month in beta; a video version will come this spring
Microsoft’s LinkedIn will launch a new live virtual events platform, beginning with audio-only functionality, followed in time by an array of video features for the flexible hosting and management of online events, adding to the platform’s creator features, LinkedIn (client) recently announced. TechCrunch

Social Media Forecast to Overtake TV in Ad Spend This Year
A robust 14.8 percent annual growth rate for social media advertising spending over the 2021 through 2024 period tops online video’s 14 percent and paid search’s 9.8 percent, according to newly-released global ad spending growth rate forecast data. MarketingCharts


B2B Marketing News: Instagram Stories Benchmark Report, Creator Collaboration Adds Value, LinkedIn Offers Gen Z Insight, & Twitter’s New Annual Marketing Calendar

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5 Timely B2B Marketing Tips I’ve Learned From 15 Years As A Remote Worker

Lane Ellis
Lane Ellis on Jan 12th, 2022
B2B Marketing

Smiling professional Black woman B2B marketer holding clock image.

With hybrid and remote work here to stay and digital-first marketing on the rise, how can B2B marketers make the most of these important shifts?

Although I’ve written about remote work before, in pieces including “Remote Communication Opportunities For B2B Marketers,” “Day 4,777: Remote Work Tips From 13+ Years As A Distance Marketer,” and “Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing,” the permanent changes to where and how we work have significant implications that will affect B2B marketers forever, so it’s time to reassess.

Let’s take a close look at five ways B2B marketers can make the most from remote and hybrid work and digital-first brand interactions, from the perspective of someone who’s been working entirely remotely for 15 years, and from several top voices on the future of work.


5 Timely B2B Marketing Tips I’ve Learned From 15 Years As A Remote Worker

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B2B Marketing News: B2B Marketers Use More Tools, Brands Turn To Empathy-Based Marketing, & eCommerce Searches Become More Informational

Lane Ellis
Lane Ellis on Jan 7th, 2022
Online Marketing News

2022 January 7 MarketingCharts Chart

Can You Relate? Empathy-based marketing requires brands get to know the people behind the data
52 percent of consumers have said being treated with respect is a key way brands can show empathy to customers, followed by being treated like a human being at 50 percent, according to survey data also showing that listening and curiosity are more key for brands in 2022 than at any point during the pandemic, and the Association of National Advertisers (ANA) takes a look. ANA

Are Brands Investing in Social Media Communities in 2022? We Asked 1,000+ Marketers [HubSpot Survey]
51 percent of global marketers expect to build more social media communities in 2022, with some 64 percent planning to dedicate investment in social communities, while the top challenge has been managing community members — three of several findings of interests to digital marketers contained in recently-released survey data. HubSpot


B2B Marketing News: B2B Marketers Use More Tools, Brands Turn To Empathy-Based Marketing, & eCommerce Searches Become More Informational

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5 Micro-Scale B2B Influencer Marketing Moves That Can Make A Monumental Impact

Lane Ellis
Lane Ellis on Jan 5th, 2022
B2B Marketing

Trekking marketer approaching Mount Everest image.

Can seemingly minute marketing maneuvers combine to make a truly monumental impact?

When you’re talking about the power of influence in B2B marketing, even some of the tiniest digital interactions can — when done smartly — lead to the loftiest of business successes.

These tiny digital touches can create enduring relationships, amplify talent, feed the increasing need for unique B2B content experiences, and even supercharge our connections with more compelling stories.

Just as a single small stone joins others to form huge mountains including K2 and Mount Everest, sometimes it’s the smallest moves marketers make that end up on the highest summits of B2B marketing success.

Let’s start our trek together and explore five micro-scale marketing moves that can make a monumental impact on your B2B influencer marketing success in 2022 and beyond.


5 Micro-Scale B2B Influencer Marketing Moves That Can Make A Monumental Impact

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B2B Marketing News: B2B Buyers Using More Channels, Brands Embrace Digital Personalization, & LinkedIn’s New Workplace Representation Efforts

Lane Ellis
Lane Ellis on Dec 31st, 2021
Online Marketing News

2021 December 31 McKinsey Chart

Fiddling With First-Party: B2B Firms Face Corporate And Data Integration Hurdles
41 percent of B2B brands have said they use first-party data for marketing segmentation, while 37 percent use it for sales outreach, and 36 percent for advertising and analytics — one of several findings of interest to B2B marketers contained in recently-released Dun & Bradstreet study data. MediaPost

Oracle to Buy Cerner in $28B Health Care Play
Oracle has announced that it will acquire medical records firm Cerner for some $28.3 billion, a move that will bring a vast expansion to Oracle’s health care segment and bolster the reach of both firms, following a similar move by Microsoft earlier this year, Oracle recently announced. CFO


B2B Marketing News: B2B Buyers Using More Channels, Brands Embrace Digital Personalization, & LinkedIn’s New Workplace Representation Efforts

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Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts

Lane Ellis
Lane Ellis on Dec 29th, 2021
SEO

Multiracial professional B2B marketers faces collage image.

Search marketing has morphed and grown in numerous ways throughout 2021. At each of the shifts and changes in the search marketing landscape along the way, we’ve done our best to not only cover each twist and turn thoroughly, but to also offer insight and research-based strategy that will help B2B marketers meet the increasing challenges placed in front of us.

We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog covering the state of search marketing — which will celebrate its 19th year in 2022.

To help our blog community grow its search marketing knowledge, we’re happy to offer our annual list of the most popular search marketing and search engine optimization (SEO) posts of 2021 we’ve published throughout the year.


Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts

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B2B Marketing News: Values-Driven Ads Gain Greater Trust, Podcast Engagement Rises, New Instagram Sharing Options, & Reddit’s IPO

Lane Ellis
Lane Ellis on Dec 24th, 2021
Online Marketing News

2021 December 24 Visual Capitalist Chart

People trust ads that talk about values, not products, finds Nielsen
89 percent of consumers place word-of-mouth as the more trustworthy form of advertising, followed by brand websites at 84 percent, while humor and brand values were seen as the top drivers of advertising response rates, with value-oriented ads gaining 10 percent from 2015 rates, according to newly-released Nielsen trust survey data of interest to digital marketers. The Drum

Reddit files to take the company public
Following a 200 percent year-over-year increase in ad revenue during the second quarter of 2021, Reddit has filed to move ahead with an initial public offering (IPO), which could bolster the firm’s social platform and 52M daily users, Reddit recently announced. The Verge


B2B Marketing News: Values-Driven Ads Gain Greater Trust, Podcast Engagement Rises, New Instagram Sharing Options, & Reddit’s IPO

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Happy Holidays & 2022 Wishes from the Team at TopRank Marketing

Lane Ellis
Lane Ellis on Dec 22nd, 2021
B2B Marketing

2021 TopRank Marketing Holiday Card Team Collage Image

Positivity may not be what first comes to mind when B2B marketers the world over describe 2022, yet during this holiday season it’s the positive energy, outlook, and attitudes from our team, clients, associates, family and friends that spring forth.

Overcoming the world’s continuing shared challenges with positivity has brought us closer together in new ways, even as most of us collaborate in creative remote and hybrid ways, and as we enter the holiday season all of us at TopRank Marketing bring you special wishes for health and happiness.

We wish you and your family a joy-filled holiday season filled with warmth, laughter, and friends.

We also wish you a happy 2022 that eases some of the greatest challenges we’ve all faced the past two years, and sees newfound levels of positivity in your professional and personal life.


Happy Holidays & 2022 Wishes from the Team at TopRank Marketing

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B2B Marketing News: B2B Email Investment Grows, LinkedIn’s Gen Z Insights, Brand Values Gain Ad-Buy Influence, & Influencer Pay Gaps

Lane Ellis
Lane Ellis on Dec 17th, 2021
Online Marketing News

2021 December 17 MarketingCharts Chart

The 10 Sales Behaviors That Are Deal-Breakers for B2B Buyers
55 percent of B2B buying decision makers have said that the top quality for salespeople when it comes to making a deal is an understanding of the business situation and needs, while 40 percent said that demonstrating the return on investment (ROI) was a key trait — two of several findings of interest to digital marketers contained in recently-released survey data. MarketingProfs

LinkedIn Shares New Insights on How to Reach Gen Z Users on its Platform [Infographic]
Microsoft-owned LinkedIn (client) has released new insight into how brands are increasing reach to Gen Z, which represents the fastest-growing demographic on the professional social platform. Just 21 percent of Gen Z users on the platform have said that they feel represented in advertising, while 57 percent have said that brands should be reliable, according to LinkedIn data. Social Media Today


B2B Marketing News: B2B Email Investment Grows, LinkedIn’s Gen Z Insights, Brand Values Gain Ad-Buy Influence, & Influencer Pay Gaps

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Best of B2B Marketing: Learn & Refine With Insight From Our Top 10 Content Marketing Posts

Lane Ellis
Lane Ellis on Dec 15th, 2021
B2B Marketing, Content Marketing

Portrait of a smiling B2B content marketer with arms crossed.

What were our top B2B content marketing articles of the year?

Content encompasses nearly everything we read, watch, or listen to, and as our CEO Lee Odden said years ago, it’s also represents a significant part of the reason the need for search technology began in the first place.

We’re proud of the continued content marketing successes our team of marketers at TopRank Marketing have achieved during another challenging year, for a wide-range of major B2B clients. As 2022 draws ever closer, we wanted to take time to share our top content marketing articles of the year — each filled with insights, best practices, research, examples, and a look towards the future.

We’re also fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank B2B Marketing blog — which celebrates its 19th year this month.


Best of B2B Marketing: Learn & Refine With Insight From Our Top 10 Content Marketing Posts

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B2B Marketing News: Influencer Marketing Climbs 42%, B2B Purchase Study, LinkedIn’s Group Identity for B2B, & Record Ad Expansion On Tap

Lane Ellis
Lane Ellis on Dec 10th, 2021
Online Marketing News

2021 December 10 MediaPost Chart

B2B Buyers Reward Brands That Focus On Six Ingredients, Study Finds
67 percent of B2B buyers have said that it is increasingly important to work with brands offering both positive social and business value, according to newly-released survey data. The report also showed that in 2021 the number of B2B buyers who find that it takes too long to purchase has increased by 28 percent over 2020 figures, to 44 percent. MediaPost

LinkedIn Shares 2022 Predictions on B-to-B Marketing, Sales Intent
Signals of buyer intent will form a new form of currency even — or perhaps especially — in uncertain times, and the importance of zero-party data has increased — two of several insights contained in recently-released B2B marketing prediction data from LinkedIn (client) of interest to digital marketers. Adweek


B2B Marketing News: Influencer Marketing Climbs 42%, B2B Purchase Study, LinkedIn’s Group Identity for B2B, & Record Ad Expansion On Tap

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Social Significance: Learn From Our Top 10 Social Media Marketing Posts

Lane Ellis
Lane Ellis on Dec 8th, 2021
B2B Marketing, Social Media

Two businesswomen work together in modern office on new project image.

In 2021 B2B marketers have continued to find creative new uses of social media marketing as the marketing world has continued another year exploring uncharted territory. We’ve been fortunate to feature many excellent articles on our blog over the year that explore how B2B marketers are utilizing social media marketing to build new levels of success.

We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 19th year in 2022.

The expertise our team has acquired in helping some of the top brands in the world including Adobe, 3M, SAP, LinkedIn, and Oracle plan, implement and measure a wide range of marketing programs has often made it here to our marketing blog. To help our blog community grow its social media marketing knowledge, we’re thrilled to offer our annual list of the most popular social media marketing posts of 2021.


Social Significance: Learn From Our Top 10 Social Media Marketing Posts

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