B2B Marketing News: Top B2B Social Networks, Marketing Trust Drivers Study, Twitter’s Article Plans, & How B2B Communication Is Changing

Traditional B2B Sales and Marketing Are Becoming Obsolete Some 43 percent of B2B buyers have said that they would like a buying experience without a sales representative, with higher rates among Millennials, and The Harvard Business Review examines the rise of all-digital B2B buying and takes a look at some of today's out-of-sync interaction preferences. Harvard Business Review 4 Ways the Pandemic Changed B2B Communication (From A Nationally-Representative Survey) 53 percent of Millennial professionals have said they prefer email communication over conversations, while 54 percent felt that email could cause miscommunication — two of several findings of interest to B2B marketers contained in newly-released B2B communication survey data. Sales Hacker What Drives Trust in Businesses and Institutions? The technology industry leads as the most trustworthy global industry, while social media is among the least trusted, according to recently-released survey data. Reliability, transparency, responsible behavior, and shared values were also seen as the top drivers of trust in organizations. MarketingCharts [bctt tweet="“If you want to be a trustworthy company, it can’t be just a marketing philosophy. It has to be a business philosophy.” — Margaret Magnarelli @mmagnarelli of @MorganStanley" username="toprank"] LinkedIn Launches New Updates for Sales Navigator, Including Improved Opportunity Discovery Options Microsoft-owned LinkedIn has rolled out a refreshed customizable homepage, new search and filtering options, and other lead and trend data tools, in the latest update to its Sales Navigator offering, LinkedIn (client) recently announced. Social Media Today Bing’s New PubHub Offers Millions Of New Site Visitors Microsoft has expanded its Bing Webmaster Tools to include a new PubHub content publishing feature, offering potential new audiences for marketing content for digital publishers who meet requirements to take part in the new Bing Publisher Network, Microsoft recently announced. Search Engine Journal Twitter Tests New 'Articles' Option, Potentially Enabling Long-Form Posts in the App Twitter has tested new article-length posts that go well beyond the social platform's traditional short-form text limits, a change that could alter both the character and character count of the platform, and provide B2B marketers with new options for publishing long-form content. Social Media Today Mobile, Social, Digital Video Are Top Advertising Priorities For 2022 76 percent of digital experts have said that mobile ads will be a top priority in 2022, with 61 percent pointing to digital video, 56 percent desktop environments, and 48 percent podcast and audio — four of numerous findings of interest to online marketers contained in newly-released survey data. MediaPost IAB warns of 'measurement blackout' as marketer priorities remain misaligned Marketers doubled down on spending for third-party audience data, as 2021 saw an 8.1 percent increase that was double that seen in 2020, as digital marketers have made adjustments to combat the forthcoming loss of user cookie data, according to recently-released Interactive Advertising Bureau (IAB) survey data. Marketing Dive Amazon Ad Business Reaches $31B, Solidifies Position In Digital's Big 3 Advertising revenue at Amazon grew by 32 percent to reach $9.7 billion during the final quarter of 2021, with annual ad revenue at the firm expanding to $31 billion, even as advertising accounted for just seven percent of the firm's total fourth quarter revenue, Amazon recently announced. MediaPost The Top Social Networks With B2B Marketers 85 percent of B2B marketers have said that LinkedIn is their most used social media platform, followed by Facebook at 71 percent, Twitter at 61 percent, and Instagram at 49 percent — four of several statistics of interest to digital marketers contained in recently-released survey data. MarketingProfs ON THE LIGHTER SIDE: A lighthearted look at the “data-driven decision making” by Marketoonist Tom Fishburne — Marketoonist Tell Us Now: 16 Discontinued Candies We Miss — Cracked TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — 152 Marketing Quotes To Inspire Your Next Great Campaign — CopyPress
• LinkedIn — LinkedIn Shares Insights into Platform Usage and Audience in New Guide for Wealth Planning Marketers — Social Media Today
• TopRank Marketing — Chief Marketer Unveils the 2022 CM200 Top Marketing Agencies of 2022 — Chief Marketer

Have you found your own favorite B2B marketing news for the week? Please don't hesitate to drop us a line in the comments below. Thank you for taking the time to join us for this week's TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for another round of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Top B2B Social Networks, Marketing Trust Drivers Study, Twitter’s Article Plans, & How B2B Communication Is Changing appeared first on B2B Marketing Blog - TopRank®.

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Gold Medal Marketing: 5 Lessons B2B Marketers Can Learn From the Winter Olympics

What can the inspiring athletes of the 2022 Beijing Winter Olympics and their compelling stories teach us about crafting the very best in B2B marketing? B2B marketers can elevate their 2022 marketing efforts by taking a close look at some of the powerful characteristics currently on display in Beijing, whether it’s the endurance of Nordic skiers, the swiftness of speed skaters, the strength of downhill skiers, the all-around fitness of hockey players, or the transformative grace of figure skaters. Let’s strap on our B2B marketing skis, don our digital thinking caps, and glide along the pristine snow as we take in five marketing lessons from the 2022 Beijing Winter Olympics.

1 — Aerobic Marketing: Nordic Skiing Endurance

via GIPHY The astonishing endurance of Olympic Nordic cross-country classic and freestyle skiers can ring true to B2B marketers, who also benefit when their marketing efforts are:

• In It For The Long-Haul
• Always-On
• Relationship-Based

Always-on marketing utilizes ongoing relationship-building and the engagement and activation of a specified group of subject matter experts to build the kind of community, content and brand advocacy that's in it for the long haul, just as in cross-country skiing. Always-on marketing is also a key facet of successful and award-winning campaigns according to research from Cannes Lions and WARC, which have increasingly featured campaign duration as an important element in their “Effectiveness Code” white paper research, which examined some 5,000 award entrants and winners. “Even at low budgets, campaigns with longer durations and more media channels are more effective,” the Cannes Lions report notes. The Nordic skiers competing in Beijing have top-of-the-charts VO2 max levels — the amount of oxygen they can use — yet they also have to know how to best put that mega-endurance to use depending on the distance of the event, the course, and weather conditions. Similarly, savvy B2B marketers are keenly aware of the endurance levels their marketing efforts possess, and take into account every small detail in order to achieve maximum success in the long run. Learn more about the power of always-on marketing in, "Inside Influence 2: Garnor Morantes from LinkedIn on the Power of Always-On Influence."

2 — Anaerobic Marketing: Speed-Skating

via GIPHY With a sprinter’s top-end speed, Olympic speed skaters reach for maximum quickness, delivering the kind of brief top-power surges that B2B marketers can also achieve when their efforts are:

• Event-Based
• Short-Term
• Paid

Sometimes B2B marketers need maximum timeliness for short-term or event-based campaigns, and Olympic speed skaters show how top anaerobic fitness can produce the sublime speed and control that takes our breath away — qualities that marketers can also benefit from. Learn more about event-based marketing in, "In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022," and in, "13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events."

3 — Daring Marketing Strength: Downhill Skiing

via GIPHY Possessing an abundance of strength accompanied with a sense of daring that’s nearly unfathomable to most, Olympic downhill skiers — and snowboarders — can serve as excellent examples for B2B marketers looking to make the most of power and fearlessness, with marketing efforts that are:

• Influencer-Based
• Subject Matter Experts
• Celebrities

The strength of Olympic downhill skiers and snowboarders serves as a great example for B2B marketers looking to energize their efforts, using strategies that rely on the power of influence and subject matter experts. They also remind us to pay attention to the competition, but to ski your own race. Learn more about the unique strengths of influence in marketing, in "B2B Influencer Marketing Named Top Marketing Tactic for 2022: What You Need to Know."

4 — All-Around Marketing Fitness: Ice Hockey

via GIPHY Many have suggested that some of the 2022 Beijing Winter Olympics athletes with the widest array of all-around fitness are the hockey players, and their example can serve to remind B2B marketers of the usefulness of well-rounded marketing efforts, such as those based on:

• Content Marketing
• Blog Posts
• Social Media

All-around marketing efforts can be the bread-and-butter ingredients in many everyday campaigns, and incorporate the tried-and-true benefits of content marketing, traditional blog posts, and social media promotion. Unlike skiing events, with Olympic hockey — where you're dealing with such well-rounded fitness — B2B marketers can see how it pays to remember that you’re most definitely on a team, and if what you’re doing isn’t working, it can be wise to pivot and try something else. Learn more about content marketing in, "Best of B2B Marketing: Learn & Refine With Insight From Our Top 10 Content Marketing Posts," and social media marketing in, "Social Significance: Learn From Our Top 10 Social Media Marketing Posts."

5 — Marketing Athleticism & Grace: Figure Skating

via GIPHY With a unique combination of athleticism and grace, Olympic figure skaters represent a gateway to the transformative and the profound — a rarefied space that can move us deeply, and a powerful example to B2B marketers of what the very best that marketing has to offer, in the form of:

• Award-Winning Design
• Visual Experiences
• Immersive Digital Worlds

Just as Surya Bonaly elevated figure skating to new heights at the 1998 Winter Olympics in Nagano, Japan with the back-flip, the very best B2B marketing propels audiences to action in new ways. Learn more about award-winning B2B marketing in, "What Cannes Lions’ New Creative B2B Award Categories Mean For Marketers," and in, "Inside Influence 5: Jen Holtvluwer from Spiron on Award Winning B2B Influencer Marketing."

Gold Medal B2B Marketing

via GIPHY The global spirit of connection at the Winter Olympics has been heightened during the 2022 games, yet with the pandemic changing the look of the spectacle, its heart has unwaveringly remained. B2B marketers can elevate their 2022 marketing efforts by being mindful of what we’ve explored here, whether it’s the endurance of Nordic skiers, the swiftness of speed skaters, the strength of downhill skiers, the all-around fitness of hockey players, or the transformative grace of figure skaters. Our CEO Lee Odden recently explored many of the facets we've looked at here, in "Three Steps to Elevated B2B Marketing in 2022: Innovate, Collaborate, Accelerate." Thanks for coming along for our slalom run through a few of the marketing lessons we can learn from the Winter Olympics. Crafting gold medal caliber B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Reach out to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

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Why Diversity, Equity & Inclusion Matter More than Ever for B2B Marketing

The team at TopRank Marketing asked me to write a blog post on Diversity, Equity and Inclusion in B2B Marketing.  Every introduction I wrote rang hollow. I talked about how representation matters, including a post with an adorable kid overjoyed at seeing himself onscreen in Encanto. I tried starting with a statistic about brand values.  I tried starting with a question: What is a cis straight white guy doing writing a post about diversity, equity and inclusion? The idea was to follow up that rhetorical question with a post that would justify its own existence. But it turns out that question isn’t rhetorical at all: It demands an answer. And I don’t have a good one. So instead of me lecturing about how representation matters, I’m going to put it into practice. I’m dedicating the rest of this post to amplifying other voices. 

Diversity Is a Business Imperative: Christy Haubegger, EVP, Chief Enterprise Inclusion Officer at Warner Media

The truth is, the reason that people should want to have a more inclusive workforce is because they want to win. Not because they want to ‘do the right thing,’ but because they want to win.  And inclusion is actually how you win. And there's a few reasons for that. One is the diversity of perspectives and viewpoints that drives innovation. You need new inputs to get new outputs.  And, frankly, the bigger opportunity is by introducing new voices and new perspectives, it catalyzes different thinking even among the people who are already in that room. It also prevents the downside of blind spots. If everyone in the room is the same, they have the same perspective. You often have blind spots that the group can't see. And by having other perspectives in the room, and ideally a complimentary set of blind spots, collectively, you can see everything.  It allows you to see what's coming and allows you to to understand what the consumer is doing. It allows you to look around corners and see what's next. Having different viewpoints around the table who may not agree with you is a challenge to your comfort. But I want to win a lot more than I want to be comfortable.

Watch Christy’s episode of Anne Chow’s Champions for Change.  

Eliminate Cultural Bias to Drive Success: Kevin L. Jackson, CISSP, CSSP 

A defining characteristic of digital transformation success is a diverse digital culture. This cultural approach maximizes human capital. It also leverages that strength to maintain current customers through the change while simultaneously discovering ways to gain more customers.  Tightly coupling the adoption of digital transformation with the elimination of cultural bias across the organization increases the odds for the success of any business strategy aimed at increasing revenue and margin.

Read Kevin’s article: Unconscious Bias and Digital Transformation  

Diversity Is More than “A Seat at the Table:” Theodora Lau, Founder, Unconventional Ventures

We need diversity and not just diversity of gender, but a diversity of voices. I am so tired of going to conference after conference, reading report after report, that always features the same faces, the same voices, the same opinion.  There are so many bright and smart people within financial services and within the startup ecosystem. We need to not only give them a seat at the table but also give them a voice.

Listen to Theodora’s episode of the Framework Podcast.

Equip Employees to Bring Their Whole Selves to Work: Debra Chrapaty, VP and COO, Alexa 

When [employees] don’t bring their whole selves to work, companies lose out. Customers lose out. Their peers lose out. Everybody does. So here we have this amazing, incredible light, this resource that we spend a lot for, and then we diminish their ability to have impact because they’re afraid. … I get on stage and talk about [my wife] Ramona freely. I’ve gotten emails from people saying, “I’ve never had a senior executive talk about their same sex husband or wife on stage in my entire career. Thank you for doing that, because I also have a husband, and it just made me so happy to see that.” Now that person can bring his whole self to work.

Read Debra’s interview for Deloitte Insights  

Brands Must Follow Through on Their Rhetoric: Albert Rodriguez, President & COO, Spanish Broadcasting System

We're seeing existing, major brands step up and take the lead through powerful multicultural campaigns that address real issues that impact all people of color at the forefront. They are changing the game and are forcing other brands to follow.  While it's become quite the domino effect, and we see the results in our year-over-year revenue growth, there is still a lot of work to be done. Brands need to do more than multicultural marketing; they must also invest in the community and businesses.

Commit to Active Allyship: Tyrona Heath, Director, Market Engagement, the B2B Institute at LinkedIn 

Allies can play a significant role in advancing social justice because they are in positions of power and privilege and are often not penalized for speaking out on the cause of diversity and inclusion. Being an ally may not always be comfortable but it is real. Allyship requires you to confront your biases and play a bigger game by getting to know people unlike yourself and with different points of view.

Read Tyrona’s article: Take the Pledge: How to Be an Active Ally

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Article Source: http://bathseoexpert.blogspot.com/2022/02/why-diversity-equity-inclusion-matter.html

B2B Marketing News: Omni-Channel B2B Sales Insight, Google & Microsoft’s Rising Ad Revenue, & Instagram’s Live-Stream Banners

How B2B Businesses Can Get Omnichannel Sales Right B2B sellers now more often offer digital channels than in-person ones, and recent survey data shows that marketers also find digital channels more effective, and The Harvard Business Review recently examined the power of a more holistic and customer-centric approach to collaboration in B2B. Harvard Business Review Google parent company Alphabet broke $200 billion in annual revenue for the first time Google's parent firm Alphabet topped the $200 billion revenue mark during 2021, a year-over-year rise of some 41 percent to $257 billion, with Google advertising revenue for the fourth quarter of 2021 totaling over $61 billion, Alphabet recently announced. The Verge Microsoft’s ad revenue hit $10B, and it’s investing — is it a sleeping giant about to wake? During 2021 Microsoft recorded more than $10 billion in advertising revenue, with its search and news services achieving strong growth of 32 percent over the year, while overall 2021 revenue at the firm rose by 20 percent to $51.7 billion, Microsoft recently announced. Digiday Social Media Study Finds Only 18% Of Brands Understand What The Metaverse Means 39.5 percent of brand marketing and analytics executives said that Microsoft's LinkedIn (client) was the most trusted social media platform, followed by Instagram with 14 percent, while just 18 percent said that they understood how the metaverse will effect their brand, according to recently-released survey data of interest to digital marketers. MediaPost [bctt tweet="“When the metaverse is mainstream, will you be like the person who held on to their AOL account and fax machine?” — A. Lee Judge @ALeeJudge" username="toprank"] Instagram rolls out a new profile banner to display users' upcoming live streams Meta's Instagram platform has begun offering an expanded profile banner that can highlight future live-stream events on the platform, in a shift that could bring additional exposure opportunities to B2B marketers live-streaming on Instagram, the firm recently announced. TechCrunch Google kills FLoC, introduces Topics API as its next-gen targeting tech Google has introduced a new ad-targeting system proposal to replace its previous Federated Learning of Cohorts (FLoC) effort, a system called Topics that will be centered around some 300 broad topics initially, as the search giant seeks to phase out its use of third-party cookies and implement an alternative method of ad-targeting. Search Engine Land U.S. Podcast Ad Spend Spiked 21%, To $590M, In 2021 During 2021 podcast advertising spending increased by 21 percent, reaching $590 million, with technology, media, and finance as the top industries for podcast spending, and mid-roll ads being the most frequent, according to newly-released report report data of interest to online marketers. MediaPost New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers Members of the Gen Z demographic ranked a social media presence as a top way for brands to maintain relevance, and the group was the most likely to be upset because of a negative brand interaction, while it was also the least likely to report a positive customer experience with a brand — three of several findings of interest to B2B marketers contained in recently-released survey data. Social Media Today Twitter Adds Free Performance Ad Tools To Woo Advertisers Twitter has rolled out three new tools — Site Visits Optimization, Aggregated Measurement, and Events Manager — as part of the platform's foundational updates aimed at offering a more helpful hub for marketers, Twitter recently announced. MediaPost B2B Companies Are Struggling with These Lead Scoring Aspects 31 percent of B2B marketers say their firm has faced a challenge in getting widespread sales team adoption for lead scoring, while 30 percent said fully using firm data was also a top lead scoring obstacle, according to recently-released survey data of interest to B2B marketers. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at the “shiny new NFT syndrome” by Marketoonist Tom Fishburne — Marketoonist FTC Questions Merger Of Google With U.S. Government [Parody] — The Onion TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Top B2B Marketing Experts to Follow — Marketing Insider Group
• LinkedIn / TopRank Marketing — Scale Your Global Business With a Centralized Content Strategy (A LinkedIn Case Study) [Podcast] — Pam Didner
• TopRank Marketing — Chief Marketer Unveils the 2022 CM200 Top Marketing Agencies of 2022 — Chief Marketer

Have you come run into your own top B2B marketing news for the week? Please don't hesitate to drop us a line in the comments below. Thanks for joining us for this week's TopRank Marketing B2B marketing news, and we hope you'll return next Friday for another round of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

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Article Source: http://bathseoexpert.blogspot.com/2022/02/b2b-marketing-news-omni-channel-b2b.html

New Google Search Updates & How B2B Marketers Can Use Them To Elevate Efforts

In 2022 Google has made changes that affect what B2B marketers are able to accomplish with its search and advertising offerings, but how can these sometimes subtle changes be utilized to elevate marketing efforts in the year ahead? Google’s recent search updates — and its plans for the year ahead — offer B2B marketers new opportunities and challenges. Here’s a look at five changes, and how they can help improve your B2B marketing efforts in 2022.

1 — Google & The Cyclical Nature of Content Delivery Evolution

Gary Illyes, webmaster trends analyst at Google, recently joined fellow Google associates John Mueller, senior webmaster trends analyst, and Martin Splitt, Google Search Relations team developer advocate, in an episode of Google’s “Search Off the Record” podcast, and the trio took a fascinating look at several areas of interest to B2B marketers. Gary, John, and Martin shared some of the ways that Google’s Search Central resource hub — formerly known for years as Google Webmasters — is looking to grow in 2022, from sustainability efforts and search guidelines to how Google plans to meet the challenges of events in 2022, and more.

2 — Data Gathering With An Energy-Saving Eye

Gary explored some of Google’s continuing efforts to refine the web crawling process with an eye towards saving energy and increasing sustainability. What might seem a small goal at first becomes much larger in scope and importance when the vast size of the web in 2022 — and the frequency with which Google automatically indexes it —  are considered. Additionally, an increasing number of surveys have shown that consumers in both the B2C and B2B markets are placing greater value on sustainability when it comes to how they view and choose to interact with brands since the pandemic began. [bctt tweet="“We are definitely thinking more about the sustainability of crawling and indexing. We are going to focus even more on those topics in 2022.” — Gary Illyes @methode" username="toprank"]

3 — Wealth Of Guideline Documents Ripe For Updating

Martin, John, and Gary also took a look at changes 2022 may bring to Google’s webmaster guideline documents — a wealth of information amassed over many years that could offer new benefits by being updated. Many B2B marketers — especially those on the search engine optimization (SEO) side of brand efforts — utilize these guideline documents, however the Google trio noted that in some areas they may have gotten a bit too complicated. They could essentially be split into basic and technical versions, the three noted, such as separating technical and quality guidelines, and some areas could also benefit with the addition of more examples. With more than 15 years worth of guideline documents, certain old content references may now include an occasional outdated citation, such as to services that have changed names or even ceased operations, while other portions might not be as clear as they could be. The guidelines may even have a name change in store in 2022, the three speculated. 2022 could see changes in these areas, and the way that the issue of web page crawler cloaking is covered in the guidelines was also singled out as a possible target for improvements this year. Any such changes would likely be announced well ahead of time, Martin suggested, in order to give webmasters and marketers alike a healthy heads-up on changes to what are for many in the industry key search help documents from Google. [bctt tweet="“The goal is to make webmaster guidelines clearer and more specific to help people.” — Martin Splitt @g33konaut" username="toprank"]

4 — Smaller Meet-Ups & Events As Google Keeps Safety Paramount

When it comes to 2022 event plans for the Google search department, Martin suggested that due to the pandemic, virtual events are the most likely to take place, while also looking for viable ways do hybrid events. It could also be a year during which small, local in-person events are utilized, especially the “unconference” format, Martin noted. While safety concerns likely mean that B2B marketers may not be able to attend any massive in-person Google events during 2022, smaller local meetups held on short notice — announced three or four weeks ahead of time — will likely still be possible. Large events will take longer to get back on track, and Martin urged patience as teams at Google seek a safe road to the large in-person conference experiences of pre-pandemic times. Google is not alone in facing the challenges of holding events during the global health crisis, as Microsoft and other large organizations also struggle with how to safely hold in-person conference gatherings. I recently explored some of the ways that B2B marketing events and the people who attend them are dealing with these issues, in "In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022." [bctt tweet="“We are definitely going forward with virtual unconferences this year. I'm really, really looking forward to that.” — Martin Splitt @g33konaut" username="toprank"]

5 — Bulletin Boards & The Cyclical Nature Of Content Delivery Evolution

While exploring possible new formats the Google Search teams could use for providing helpful new content in 2022, several ideas were mentioned. Two content formats with fairly deep roots were noted, in the form of newsletters and blog posts, which have both seen somewhat of a resurgence in the past year. I explored the staying power of the newsletter format recently, in “Sign Me Up: How B2B Marketers Will Create Top-Notch Newsletters In 2022.” Another content format with even deeper digital roots was mentioned lightheartedly by Martin – the bulletin board, which brought a big approving smile to my face, as that’s how I began my own online journey 38 years ago back in 1984, when I operated a 300-baud computer bulletin board system on a Commodore 64 computer. Having this trio of Google professionals mention these formats from a digital yesteryear led me to ponder the cyclical nature of online content delivery’s evolution since the 1980s. Does the nature of online information make it inevitable that the formats in which it is presented will not only change and evolve throughout the years and decades, but also eventually become cyclical, and naturally make a slow but inevitable return back to some of the purest and most clear forms of content delivery, such as the beautiful straightforwardness of plain text, before once again going through the next in an endlessly evolving series of formats? As I get close to 40 years in online communication, these sorts of questions looking at cyclical content format changes seem more and more relevant, and I think they are by and large mostly positive moves. B2B marketers can all too easily get caught up in wrapping up content in the flavor-of-the-month social platform or app formatting, making it helpful to sometimes step back and make sure that the actual messaging is as relevant and powerful to your audience as the latest splashy way that it’s published. [bctt tweet="“B2B marketers can all too easily get caught up in wrapping up content in the flavor-of-the-month social platform or app formatting. It's good to step back and make sure that the actual messaging is relevant.” — @lanerellis" username="toprank"]

B2B Search Success Is A Long & Winding Road

via GIPHY Learning from some of Google’s ideas and plans for 2022 can help B2B marketers better prepare for forthcoming changes, and we hope that the five areas we’ve explored here will serve you well as you create new audience experiences in the year ahead. To dig in to more B2B search marketing tactics, tips, and strategy, here are several helpful related articles we've published:

• Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts
• 6 Timeless SEO Tips Content Marketers Can Do Now
• 5 Tips for Empowering Enterprise SEO Success
• SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy

Crafting award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post New Google Search Updates & How B2B Marketers Can Use Them To Elevate Efforts appeared first on B2B Marketing Blog - TopRank®.

Article Source: http://bathseoexpert.blogspot.com/2022/02/new-google-search-updates-how-b2b.html

B2B Marketers on the Move: 2022 Brings New Opportunities

The B2B marketing landscape consists of swift changes, with growth often happening at a speedy pace that can sometimes be difficult to fully appreciate. For over 20 years TopRank Marketing has been honored to help some of the world's top B2B marketers and brands elevate and go beyond merely being competitive, to standing out from the crowd with a variety of creative and award-winning successes. In this spirit we regularly like to take a moment to congratulate and honor business marketers, thought leaders, industry influencers and our own team members who have recently advanced in their careers. When B2B marketers take on new roles in leadership, it's only natural to seek out trusted resources to help them hit the ground running, and TopRank Marketing is happy to have been a go-to B2B content and influencer marketing agency for a powerful array of marketers in new leadership roles. We're also always seeking out B2B technology industry influencers advancing in their careers to partner with on unique content collaborations. We'd like to extend big congratulations to our B2B technology industry partners, clients, associates, friends and teammates in this third edition of B2B Marketers on the Move.

Celebrating 2022 B2B Marketers on the Move

Tequia Burt has taken a new position as editor in chief, LinkedIn Marketing Solutions Blog at LinkedIn*.

"Be brave. Much of the time, we are afraid to bring our authentic and true selves to work, but in order to be an authentic storyteller and marketer who connects with audiences, you can't be fake."

Tequia's keen B2B content marketing insight led her to be featured on our annual list of top B2B content marketing influencers, in "Top 25 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2021." Rebecca Stone has taken a new position as senior vice president of customer solutions marketing at Cisco. Marcus Tober has taken a new position as head of enterprise solutions at Semrush.

“SEO takes time and patience, and engagement from multiple departments in companies. SEO should be a focus, because when demand rises and advertising costs increase again, starting SEO is too late,”

Marcus' search marketing insight was featured in our look at pandemic search engine optimization (SEO) tips, "Best SEO Tips for Marketing During the Pandemic Plus 9 Top SEO Platforms." Elizabeth Williams has been promoted to director of new business and client accounts at TopRank Marketing.

“The marvelous impact we can make for our clients — for their businesses and for them as marketers and humans — is what keeps me inspired.”

Danny Nail has taken a new position as director, global ABM COE leader, at Salesforce.

“You have to let go of templatized, old ideas. You have to break free of thinking about things the way we’ve always thought about them, and start really digging into how you can change what you’re doing and make it more efficient, more effective, but be creative about that.”

Danny sat down with our own senior content marketing manager Joshua Nite for our ongoing multiple-season Break Free B2B Marketing video and podcast series to speak about account-based-marketing (ABM) on a global scale in, Break Free B2B Marketing: Danny Nail of SAP on Creating a Global ABM Platform. Debbie Friez has been promoted to influencer marketing manager at TopRank Marketing.

“I am thankful for almost 7 years of working with the amazing, smart, talented team at TopRank Marketing. Every day I look forward to new challenges and exciting experiences. The best part of my job is learning from the many thought leaders some will call influencers. I truly treasure the relationships I’ve built with so many great minds.”

Brian Hood has been promoted to vice president, digital product management and marketing technology, at Thomson Reuters. Jennifer Leggio has taken a new position as chief marketing officer at Netography.

"I often joke that people don't find marketing; that it finds us. It's a career path for creative empaths who also live and die by the stories that data tells us. These things make us brilliant and impactful, but also make us vulnerable. My greatest advice to B2B marketing up-and-comers is to stay strong and fearless when working with people who don't get us or our craft — because very few do — and keep your eye on the outcomes. There is no greater joy than seeing that final campaign, design, or story win, so never stop pushing for them."

Jennifer has been featured as one of the most influential women in B2B marketing on several of our annual industry lists, including "50 Influential Women in B2B Marketing Who Rocked in 2020." Jane Bartel has been promoted to director of content and search at TopRank Marketing.

“One of my favorite things about good B2B content marketing is that it’s so focused on adding value for the audience More than in the B2C space, B2B content marketers are asking themselves, ‘is the content I’m producing going to help the person consuming it solve a problem?’”

Elizabeth Dieckman has been promoted to director of product marketing at LinkedIn*. Adolfo Alvarado has taken a new position as SEO strategist at TopRank Marketing. Amber Naslund has been promoted to senior manager, marketing solutions, at LinkedIn*.

“Never be afraid to explore paths you hadn’t considered before. Sometimes the most exciting opportunities are the ones that are most unexpected, don’t look like a ladder climb, and weren’t necessarily in your plan. And that feeling of imposter syndrome? It’s really just a sign you’re stepping outside your comfort zone. Say yes to the exploratory call, be courageous, and recognize that the most powerful words in your career journey can be what if?”

Amber has been featured on our most recent annual list of the top 50 B2B marketing influencers, and shared the digital stage with our CEO Lee Odden on an episode of LinkedIn’s Live with Marketers Home Edition, focusing on "The Business of Executive Thought Leadership." Mia Umanos has been promoted to chief executive officer at Clickvoyant. Alexander White has taken a new position as social media and influencer marketing coordinator at TopRank Marketing. Jason Miller has taken a new position as marketing director at CreativeX.

"As a marketer, the best advice I’ve ever been given is to focus on your soft skills. There are a lot of savvy marketers who all know how to do the same things; the differentiator is how you excel at creativity, problem-solving, and communication. Master these skills, and you will not only stand out, but you will also be on the path to becoming a strong marketing leader. I learned this the hard way and paid the price by losing opportunities early on in my career. Map these skills out immediately, double down, and get to work."

Jason was among those featured on our most recent annual list of the top B2B marketing influencers, in "50 Top B2B Marketing Influencers, Experts and Speakers To Follow In 2022," and on our look at "LinkedIn’s List of 24 B2B Marketers You Need to Know." Amy Otis has taken a new position as account manager at TopRank Marketing. Keith Guse has taken a new position as associate director, social media, at Merck. Nick Nelson has been promoted to senior content marketing manager at TopRank Marketing.

"What I’ve found at TopRank Marketing is an accommodating environment, meaningful work, amazing colleagues, clear avenues for growth, and a real sense of pride."

Christina Stelene has been promoted to director of demand generation and digital sales, training and adoption Americas, at SAP. Danielle Motley has taken a new position as account manager at TopRank Marketing. Waynette Tubbs has taken a new position as director of content marketing at Oracle.

“Make your customer the hero. Tell your customers' stories about how they solve problems using your product.”

Waynette was featured on our look at some of the inspirational content that leading marketing industry professionals have crafted, in "10 Inspiring Expert Quotes That Honor Timeless Content Marketing Best Practices." Harry Mackin has taken a new position as content strategist at TopRank Marketing. Anna Griffin has taken a new position as chief marketing officer at Intercom. Kay Stone has taken a new position as director of social media and influencer marketing at TopRank Marketing. Mark Barrera has been promoted to vice president of audience and content acquisition at TrustRadius.

"Always look at ways to bring value to a business beyond tasks that may be tied to your current role. This allows you to take on more and show that your worth is beyond what it's currently being used for."

Steve Lewis has taken a new position as social media manager at TopRank Marketing. Virginia Brailey has taken a new position as chief executive officer at Xemoto.

"As much as I love marketing and technology, there is nothing better than bringing people with diverse strengths together and building a strong team. If you really want to exceed in the marketplace you need to first succeed in the workplace."

Sam Kirchoff has taken a new position as internal marketing manager at TopRank Marketing.

"I like working at TopRank because it's one of the only agencies I've worked at where I felt welcomed as the person I was, not the person they wanted me to be. I've worked here twice: once at the very beginning of my career and now, ten years later, as someone with more experience. Both times I've made professional and personal connections that have made a real difference in my life. It's an easy place to feel passion and care for your clients and coworkers because that same energy is reflected all around you. It's an easy place to be."

Brooke Osmundson has taken a new position as lead of digital marketing at Smith Micro Software, Inc. Theresa Dorsey Meis has taken a new position as content strategist at TopRank Marketing. Sarah McLaughlin has been promoted to vice president of marketing at R3 IoT Limited.

“You can achieve any ambition during your marketing career. Don’t underestimate your potential, ability, or worth. I went from high school dropout, to single parent, to VP Marketing with four beautiful daughters. Set yourself goals. Invest in your personal growth. And don’t settle. When looking for your next career move, choose a role, company, or industry outside your current comfort zone. You will grow enormously, both personally and professionally.”

Sara Varni has taken a new position as chief marketing officer at Attentive. Art Allen has taken a new position as content strategist at TopRank Marketing. Abby Johnson has been promoted to director of communications at Gray.

"Having a career in marketing isn’t for the faint of heart. It takes hard work, passion, commitment, continuous learning, creativity, and a touch of obsessive-compulsive behavior. But that’s what makes marketers special. Effective marketers today understand this complex, ever-evolving environment and turn challenges into opportunities. At its core, marketing is about creating experiences. We, as marketers, have the power to make these positive or negative. This perspective continues to inspire me."

Abby has been featured in an installment of our annual list of women who rock social media, a tradition that we've continued each year, including our most recently look at "25 Women of Color Who Rocked B2B Marketing in 2021."

Thanks To These Top Leaders For Helping Elevate the B2B Marketing Industry

Thanks to all of the talented B2B marketing professionals here who have recently been promoted or taken new industry positions. We're certain that you'll elevate and reach new heights when it comes to the performance you'll deliver in your new roles. You can find our previous edition of "Saluting B2B Marketers on the Move" here. If you're looking for a change of your own, be sure to check out our list of current job openings at TopRank Marketing on our careers page. *LinkedIn and SAP are TopRank Marketing clients.

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