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15+ Top Tips For B2B Marketers To Optimize & Humanize LinkedIn Profiles

Lane Ellis
Lane Ellis on Feb 15th, 2023
B2B Marketing, LinkedIn

15+ LinkedIn profile optimizations for B2B marketing collage image with magnifying glass

Since its formation LinkedIn* has been the leading business social media platform, and with increasing numbers of brands and users having turned away from Twitter since its 2022 ownership change and subsequent policy shifts, in 2023 LinkedIn has grown to over 900 million members.

With interest in LinkedIn at a new high-point, how can B2B marketers ensure that their place within the LinkedIn universe is accurately represented — both professionally and personally?

The many features of LinkedIn member profiles have evolved and greatly expanded over the years, and more B2B marketers than you would expect are missing out on exposure opportunities that are only a click away.

Let’s take a look at 15+ optimizations that will take your LinkedIn profile to the next level, with a focus on the human elements that will help you sparkle on the platform.


15+ Top Tips For B2B Marketers To Optimize & Humanize LinkedIn Profiles

Trust Statistics for 2023 that B2B Marketers Will Love

Joshua Nite
Joshua Nite on Feb 13th, 2023
B2B Marketing

Top 2023 trust statistics that B2B marketers will love people jumping in front of sunset image

It’s almost Valentine’s Day, that commodified and commercialized celebration of the most bountiful and free resource we have.

But cynicism aside, love in all its forms is a beautiful thing worth celebrating. And one absolutely essential part of love is trust. It’s asking someone to put their trust in you and having faith you will get the same in return. That’s something no amount of flowers and chocolate can buy.

As a marketer, you want customers to fall in love with your brand. But that type of love requires trust, too. And on that point, we’ve got good news and bad news.

Edelman just published their 2023 Trust Barometer. It’s always an eye-opening read, and this year has some fascinating stats that marketers need to know.


Trust Statistics for 2023 that B2B Marketers Will Love

Elevate B2B Marketing News: Google’s New Bard AI, Microsoft Adds AI To Bing, Business Trust Study, & LinkedIn Content Preferences Research

Lane Ellis
Lane Ellis on Feb 10th, 2023
Online Marketing News

2023 February 10 MarketingCharts Chart

The evolution of B2B marketing in 5 charts
55 percent of B2B marketing executives have said that the length of purchasing cycles has increased, while 35 percent of B2B marketers consider the top technology investment obstacle to be organizational data that isn’t normalized across systems — two of several findings of interest to digital marketers contained in newly-released survey data. Insider Intelligence

Google shows off more of what its ChatGPT competitor Bard can do
With the launch of its Bard artificial intelligence (AI) generative chatbot service, Google has signaled a search future in which it looks to temper the benefits of AI with an understanding of those areas where the technology may pose challenges, and the search giant shared examples of what its new Bard ChatGPT challenger is able to do, Google recently announced. CNBC


Elevate B2B Marketing News: Google’s New Bard AI, Microsoft Adds AI To Bing, Business Trust Study, & LinkedIn Content Preferences Research

B2B Search Marketing: 5 Key Ways Generative AI is Changing the Future of SEO from Google’s Bard to Microsoft’s Prometheus-Based Bing

Lane Ellis
Lane Ellis on Feb 8th, 2023
B2B Marketing, Google, Microsoft Bing, Search Marketing, SEO

5 ways Google's Bard and Microsoft's Bing change the future of SEO woman walking in a forest of purple flowers image
How is ChatGPT artificial intelligence (AI) chatbot technology changing search engine optimization (SEO), and how will the major shifts being implemented by Google, Microsoft and others alter the business marketing landscape of the future?

During my 39 years working in online communications I’ve seen immense changes in search engine technology and how businesses optimize their ever-growing collections of digital content, and consider AI’s impact on the search industry to be one of the biggest shifts yet.

ChatGPT — short for generative pre-trained transformer — was rolled out as a prototype in November 2022 by the OpenAI AI research organization, and takes the form of a website interface where users type in questions and receive written responses.


B2B Search Marketing: 5 Key Ways Generative AI is Changing the Future of SEO from Google’s Bard to Microsoft’s Prometheus-Based Bing

How B2B Brands Can Elevate Their Marketing by Aligning with Audience Passions

Art Allen
Art Allen on Feb 6th, 2023
B2B Marketing

Elevate B2B marketing with audience passions women at laptop image

My sister has an uncanny ability to buy the perfect present for everyone in her life. Every time she gives me a gift, I’m surprised at how thoroughly perfect it is — and most of the time, I didn’t even realize I wanted whatever it was she got me. In fact, her gift giving ability is so good that I swear sometimes she can read minds.

Of course, she can’t actually read minds. No, her gift giving superpower is nothing more than listening to the people around her and understanding them. For example, she listened to me talk about my love for science fiction and my enthusiasm for getting dressed up, which made it easy enough for her to delight me with a space-themed tie clip.


How B2B Brands Can Elevate Their Marketing by Aligning with Audience Passions

Elevate B2B Marketing News: B2B Gets More Customer Focused, Instagram Adds Lead Forms, Personalization Study, & ChatGPT Plus Launches

Lane Ellis
Lane Ellis on Feb 3rd, 2023
Online Marketing News

2023 February 3 Ascend2 Chart

B2B marketing will be more digital, customer-focused this year [Data]
Marketers will spend $6.16 billion on influencer marketing in the U.S. alone during 2023, which would be an increase of 23.4 percent over 2022, while 54 percent of B2B marketers have said that they plan to spend more on customer marketing during 2023 — two of several findings of interest to digital marketers contained in newly-published B2B marketing research. Insider Intelligence

“Organizations have not been nearly as focused on measuring customer health as they should have.” — Ross Graber @RossGraber Click To Tweet

OpenAI launches ChatGPT Plus, starting at $20 per month
The OpenAI artificial intelligence (AI) research organization, fresh off its recent multi-billion-dollar expanded investment from Microsoft, has rolled out a premium $20 per month version of its popular ChatGPT service — short for chat generative pre-trained transformer, featuring priority access to the generative AI service including updated features and speedier response times, OpenAI recently announced. TechCrunch


Elevate B2B Marketing News: B2B Gets More Customer Focused, Instagram Adds Lead Forms, Personalization Study, & ChatGPT Plus Launches

The Myth of Recession-Proof B2B Marketing & 3 Things To Do Instead

Lane Ellis
Lane Ellis on Feb 1st, 2023
B2B Marketing, Influencer Marketing

The myth of recession-proof B2B marketing businessman holding umbrella against headwinds image

Is recession-proof marketing genuinely possible in the uncertain headwinds of 2023, and — if not — what can B2B marketers do instead to best weather the storm?

Recession-proof B2B marketing may sound reassuring, however blindly buying into it could at the very least cause unwanted surprises, and at the worst end up proving disastrous.

Thankfully, there are marketing tactics that persevere better than others during uncertainty, however none will be quite the digital panacea that some have been recently touting.

97 percent of chief marketing officers and brand managers have said that inflation and recession concerns were a top concern when it comes to what keeps them awake at night, according to the most recent “Marketing on My Mind” survey — concerns that were new to the 2022 edition of the list.


The Myth of Recession-Proof B2B Marketing & 3 Things To Do Instead

What Recent Data Shows About The Rising Importance of Human Touch-Points in B2B Marketing

Lane Ellis
Lane Ellis on Jan 30th, 2023
B2B Marketing

Expanding human touch-points in B2B marketing business people outdoors looking at mobile device image

Are the human touch-points we use everyday as B2B marketers taking on greater importance in the face of record levels of digital content touched only by artificial intelligence (AI)?

Facing increasing automation from ChatGPT and other AI-infused tools, B2B marketers are taking a closer look at our truly human touch-points to differentiate in the unique year that 2023 is shaping up to be.

While savvy B2B marketers are sparingly using the power of AI to do more with less, some less sophisticated strategies have turned solely to AI-generated content, making differentiation between human and AI service more important than ever.

Let’s take a look at what recently-published data from industry reports and surveys can tell us about the rising importance of human touch-points in B2B marketing.


What Recent Data Shows About The Rising Importance of Human Touch-Points in B2B Marketing

Elevate B2B Marketing News: LinkedIn Tops 900M Members, Microsoft’s Growing OpenAI Investment, & New Global Digital Trends Report

Lane Ellis
Lane Ellis on Jan 27th, 2023
Online Marketing News

2023 January 27 MarketingCharts Chart

LinkedIn Now Up to 900 Million Members, Continues to See ‘Record Levels’ of Engagement
Microsoft’s latest quarterly performance report has revealed that its LinkedIn (client) professional social network has topped the 900 million member mark and seen record levels of engagement, with the number of user sessions expanding by 18 percent, accompanied by revenue that grew by 10 percent during the most recent quarter year-over-year, and a ten-fold increase in newsletter creation on the platform, Microsoft recently announced. Social Media Today

2023 Global Digital Report [Meltwater / We Are Social]
During 2022 some $27.51 billion was spent on online influencer activities, which was a 20.4 percent increase year-over-year, while influencer advertising represented 4.1 percent of total digital advertising spending during 2022, a rise of 4.6 percent year-over-year, with 71 percent of brands having said that they expect influencers to play a bigger role in 2023, according to newly-released data from Meltwater’s Digital 2023 Global Overview Report. Meltwater


Elevate B2B Marketing News: LinkedIn Tops 900M Members, Microsoft’s Growing OpenAI Investment, & New Global Digital Trends Report

B2B Marketers on the Move: Spotlighting New Leadership & Talent To Kick Off 2023

Lane Ellis
Lane Ellis on Jan 25th, 2023
B2B Marketing

Elevating B2B marketers on the move leaping businessman image

As B2B marketers adjust to the changes that 2023 brings, the industry continues to offer growth opportunities as well as shifts that often seen to happen so fast that they are difficult to fully appreciate.

For more than two decades now, TopRank Marketing has had the please of helping a wide variety of the world’s top B2B marketers and major global brands elevate and go beyond merely being competitive, to standing out from the crowd with creative and award-winning successes.

In 2023 we place increased focus on elevating through intelligence, relevance, and the type of humanization that allows efforts to stand out from the increasing reach of those touched more by artificial intelligence (AI) than by human hands. In this spirit, for more than a year now we have regularly made a point of taking the time to congratulate and honor B2B marketing leaders who have recently seen career advancement.


B2B Marketers on the Move: Spotlighting New Leadership & Talent To Kick Off 2023

5 Steps For Aligning B2B Brands With Customers’ Changing Needs

Harry Mackin
Harry Mackin on Jan 23rd, 2023
B2B Marketing

Aligning B2B brands with customer needs group of professionals image
When you were getting started in B2B marketing or selling, did you suspect you’d be selling your product more or less the same way for years at a time, or maybe for even longer?

What a sweet dream that was. But a few years in B2B shook you awake.

The truth is, the B2B consumer doesn’t just change as quickly as the B2C consumer; they actually change considerably faster. Your B2B customer’s needs are constantly morphing and evolving just as fast as their industry develops, their competition stiffens, and new technologies enter the fore.

The B2B brand that keeps its existing customers and brings in new ones has to evolve even faster than its customers. As a B2B marketer or B2B salesperson, your job is to understand what your customer’s need just as quickly (or even faster than) they realize they need it and demonstrate that you can provide it.


5 Steps For Aligning B2B Brands With Customers’ Changing Needs

Elevate B2B Marketing News: Business Sector Tops Trust Barometer, Digital-First Changes CX, Top Brand Challenges, & Google’s AI Plans

Lane Ellis
Lane Ellis on Jan 20th, 2023
Online Marketing News

2023 January 20 LinkedIn Chart

2023 Edelman Trust Barometer: Business is only institution viewed as ethical, competent
62 percent of global respondents in Edelman’s annual Trust Barometer have said that they place the most trust in businesses, topping the 59 percent achieved by second-place category non-governmental organizations (NGOs), achieving top marks for both competency and ethical factors, according to data from the newly-published survey. PRWeek

Gartner Survey: 84% Of Leaders Cite Customer Data & Analytics As ‘Very Or Extremely Important’ For Achieving Goals
84 percent of both B2B and B2C leaders have noted that they consider customer analytics and data as very or extremely important in reaching 2023 organizational goals, while 80 percent have highlighted the importance of increasing digital channel effectiveness — two of several findings of interest to B2B marketers contained in recently-released report data. Demand Gen Report


Elevate B2B Marketing News: Business Sector Tops Trust Barometer, Digital-First Changes CX, Top Brand Challenges, & Google’s AI Plans
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