B2B Marketing Blog

The Prompt Whisperer: ChatGPT’s Rising Reach In B2B Marketing & The AI Revolution

Lane Ellis on Jan 11th, 2023
B2B Marketing

How is ChatGPT artificial intelligence (AI) chatbot technology poised to revolutionize B2B marketing in 2023, and what dangers do marketers and brands need to navigate in order to make the most of it?

For a prototype that launched a mere two months ago, ChatGPT — which is short for generative pre-trained transformer — has initiated a surprising explosion in how people are putting the technology to use.

It’s also raised new questions that touch on the very fabric of online communication.

Let’s take a look at the technology ChatGPT and various offshoot programs offer, including some of the very real benefits it offers to B2B marketers, along with an assortment of pitfalls to avoid.

The Prompt Whisperer: ChatGPT’s Rising Reach In B2B Marketing & The AI Revolution

How Influencer Marketing Can Drive a Full Funnel Content Strategy

Joshua Nite on Jan 9th, 2023
B2B Marketing, Influencer Marketing

In case you’re new to the blog, our agency is pretty sold on B2B influencer marketing. Now, when we say influencer marketing, we’re not talking about tanned and toned Gen Z’ers sitting poolside, endorsing your SaaS solution. At least not for your first campaign.

No, influence in B2B is all about value and credibility:

Your brand lends credibility & new audience to influencers
Influencers lend credibility & new audience to your brand
Both audiences get trustworthy, valuable content

As our recent report shows, B2B marketers are steadily increasing their influencer marketing sophistication. But despite the progress, many still think of it as an exclusively upper-funnel tactic.

Just like content marketing, however, influencer marketing works better with a full-funnel approach.

How Influencer Marketing Can Drive a Full Funnel Content Strategy

Elevate B2B Marketing News: B2B Visual Search, ABM Use Rises, LinkedIn’s New B2B Search Features, & Google’s New Headline Limits

Lane Ellis on Jan 6th, 2023
Online Marketing News

The Top Strategies B2B Marketers Plan to Explore in 2023
42 percent of B2B marketers have indicated that they plan to explore artificial intelligence (AI) marketing and sales strategies more in 2023, with 32 percent pinpointing video marketing, and 30 percent influencer marketing — the top three new strategies B2B marketers are looking to use more this year, according to newly-publishing survey data. MarketingProfs

LinkedIn Previews New Job and B2B Product Search Options Coming in 2023
Microsoft-owned LinkedIn has previewed an array of new features the professional social media platform plans to implement in 2023, including better search options and new job filtering criteria, LinkedIn (client) recently announced. Social Media Today

Elevate B2B Marketing News: B2B Visual Search, ABM Use Rises, LinkedIn’s New B2B Search Features, & Google’s New Headline Limits

How to Create Memorable B2B Experiences for When Your Prospect Is Ready to Buy

Nick Nelson on Jan 4th, 2023
B2B Marketing, Content Marketing

The concept of jogging someone’s memory seems, on its surface, like an unscientific and inscrutable undertaking.

Memories and mental associations pop up at random. Right? The smell of a bakery reminds you of grandma’s cinnamon rolls. The color of a street sign invokes your old high school colors and jovial pep rallies. A friend’s choice of words causes you to blurt out a line from a classic comedy movie.

The thing is, these moments aren’t random. The memories are physically stored in your brain, and the scenarios and experiences that took place caused them to trigger in your consciousness.

Understanding this cause-and-effect relationship holds the key to effective B2B marketing that bridges brand with demand and leads to sustainable customer pipelines.

How to Create Memorable B2B Experiences for When Your Prospect Is Ready to Buy

Elevate B2B Marketing News: Top-Growing Ad Channels For 2023, Marketing Narrative Study, Google’s New Landing Page Report, & Broad Reach In B2B Data

Lane Ellis on Dec 30th, 2022
Online Marketing News

5 Major Takeaways From This Year’s ANA B-to-B Marketing Virtual Conference
B2B marketers can achieve market share expansion and greater outcomes when they focus on a broader reach, while a connection between data and creativity builds more emotional connectivity — two of several findings of interest to B2B marketers contained in newly-published insight from a recent Association of National Advertisers (ANA) event which featured marketers from LinkedIn (client) and other B2B organizations. Adweek

Marketers Are Adjusting Their Brand vs. Performance Budgets Amid Economic Woes
63 percent of marketers have said that the economic recession has had an impact on consumer concerns that will affect their 2023 marketing strategies, with 33 percent pinpointing diversity, equity and inclusion (DEI) along with social justice issues, according to recently-released survey data. MarketingCharts

Elevate B2B Marketing News: Top-Growing Ad Channels For 2023, Marketing Narrative Study, Google’s New Landing Page Report, & Broad Reach In B2B Data

25 Women Who Rocked as B2B Industry Influencers in 2022

Lee Odden on Dec 29th, 2022
B2B Marketing, Influencer Marketing

Over the past few years aka “the Covid years” the role of influence in B2B marketing has grown significantly. Our 2022 research report, The State of B2B Influencer Marketing, reported that 85% of B2B marketers believe that interest in working with influencers in the coming 12 months will increase. On top of that, of the B2B marketers that do engage in influencer marketing programs, 86% consider their efforts successful.

There’s a lot to be optimistic about, especially in a business environment that requires B2B marketers to find every advantage they can to grow in a potentially down market.

25 Women Who Rocked as B2B Industry Influencers in 2022

Elevate B2B Content: Learn From Our Top 10 Content Marketing Posts

Lane Ellis on Dec 28th, 2022
B2B Marketing, Content Marketing

What were the top B2B content marketing articles that published on the TopRank Marketing blog this year?

Content encompasses nearly everything we read, watch, or listen to, and as our CEO Lee Odden said years ago, it 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 unique year, for a wide-range of major B2B clients. As 2023 draws ever closer, we wanted to take time to share our top 10 content marketing articles of the year — each filled with insights, best practices, research, examples, and a look at the future.

Elevate B2B Content: Learn From Our Top 10 Content Marketing Posts

Elevate B2B Search: Optimize Your 2023 With Our Top 10 SEO Posts

Lane Ellis on Dec 26th, 2022
B2B Marketing, SEO

Search marketing has elevated and grown in numerous ways throughout 2022. 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, but to also offer relevant 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 20th year in 2023.

To help our blog community grow its search marketing knowledge, we’re thrilled to offer our annual list of the most popular search marketing and search engine optimization (SEO) posts of 2022 we’ve published throughout the year.

Elevate B2B Search: Optimize Your 2023 With Our Top 10 SEO Posts

Elevate B2B Marketing News: B2B Data Quality Investments, Google Updates Quality Guidelines, & Ethnic Diversity In Marketing Study

Lane Ellis on Dec 23rd, 2022
Online Marketing News

Changes to California’s Privacy Law Will Affect B2B Brands
When B2B exemptions to the California Consumer Privacy Act (CCPA) end in January 2023, privacy notices when engaging leads and other changes will be required for compliance with the California law, and the Association of National Advertisers (ANA) has taken a look at how the new requirements will affect B2B brands and marketers. ANA

B2B Leaders Are Facing More Headwinds in Data Quality Investments
Budget concerns, lack of internal resources, and the inability to show return-on-investment (ROI) proof were cited as being among the biggest obstacles when it comes to B2B data quality investments, according to newly-released survey data. MarketingCharts

Elevate B2B Marketing News: B2B Data Quality Investments, Google Updates Quality Guidelines, & Ethnic Diversity In Marketing Study

Happy Holidays from the TopRank Marketing Team

Lane Ellis on Dec 21st, 2022
B2B Marketing

We are so thankful for our clients, partners, family and friends like you that have helped us rock 2022 with innovative content, authentic experiences and countless opportunities to bolster diverse talent, highlight industry voices and elevate the B2B industry! Thank you for letting us be a part of your brand over the last twelve months.

Our team has added major new B2B technology industry, global telecommunications and IT firms as clients. We’ve also continued to grow and expand partnerships with existing clients such as LinkedIn and many others.

The trust that many new and long-time clients continue to place in us has led to record levels of client results and retention. We are truly humbled to be able to do the work that we love.

Happy Holidays from the TopRank Marketing Team

5 Top Tips To Drive SEO & PPC Fusion

Lane Ellis on Dec 20th, 2022
B2B Marketing, Enterprise SEO, Integrated Marketing, SEO

How can B2B marketers make the best use of marketing budgets in the face of economic challenges?

When it comes to online marketing, search engine optimization (SEO) and pay-per-click (PPC) advertising weigh in as two of the most important strategies in the playbook, with their combined one-two punch acting as the kind of force multiplier that B2B brands are increasingly seeking.

SEO is the fundamental fine-tuning process that helps websites ensure that their relevant content is findable by search engines, and can help a brand’s information rank higher in the search engine results pages (SERPs), while PPC is the longstanding advertising method where companies pay for each click their ads receive.

When these two powerful yet decidedly different tactics are successfully combined, SEO and PPC form a cohesive tool for any business looking to make a bigger impact on its target audience.

5 Top Tips To Drive SEO & PPC Fusion