Huawei Watch GT Runner: lo smartwatch per chi corre
Più personali, più potenti: Pixel 6 e Pixel 6 Pro sono ora disponibili in Italia e in Spagna
Pixel 6 ha una grafica particolare e un look vibrante. La banda di metallo nero opaco si abbina molto bene alle opzioni di colore espressive e versatili. Ispirato dalle finiture tipiche dei gioielli e degli orologi di lusso, Pixel 6 Pro è stato realizzato con un corpo monoscocca in metallo lucido che si fonde con uno splendido vetro curvo, in palette con le cornici metalliche.
A proposito di colori, Android 12 introduce nel sistema operativo un’idea progettuale completamente nuova grazie a Material You.
Android 12 su Pixel 6
Pixel 6 è di nuovo il telefono con il più alto grado di sicurezza. Include il processore Titan M2TM di nuova generazione, che interagisce con la sicurezza di Tensor per proteggere i dati utente sensibili, i PIN e le password. Abbiamo anche esteso il nostro periodo di assistenza ad almeno cinque anni di aggiornamenti della sicurezza, così il vostro telefono avrà la protezione più aggiornata.
Nuovo Pixel, nuova fotocamera
Funzionalità smart e riconoscimento vocale
Non lasciatevi sfuggire il nuovo Pixel
Google Pixel 6 Pro: grande, migliore e intelligente! La recensione
Maps 101: Come funzionano le recensioni di Google Maps
In che modo creiamo e applichiamo le nostre norme
<div>New Google Search Updates & How B2B Marketers Can Use Them To Elevate Efforts</div>
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.
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
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®.
<div>New Google Search Updates & How B2B Marketers Can Use Them To Elevate Efforts</div>
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.
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
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®.
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.
The post B2B Marketers on the Move: 2022 Brings New Opportunities appeared first on B2B Marketing Blog – TopRank®.
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.
The post B2B Marketers on the Move: 2022 Brings New Opportunities appeared first on B2B Marketing Blog – TopRank®.
Data Privacy Day: il nostro impegno per la privacy online
La protezione delle informazioni degli utenti è un valore fondamentale per Google: poniamo la massima attenzione su privacy e sicurezza fin dalle prime fasi di progettazione di un prodotto – “secure by default, private by design” – e offriamo alle persone gli strumenti di controllo necessari per gestire i propri dati.
Nella pagina dell’Account Google sono raccolte tutte le impostazioni riguardanti privacy e sicurezza. In qualsiasi momento è possibile controllare ciò che viene salvato all’interno del proprio account, scaricare i propri dati o eliminare ogni traccia delle proprie attività online. Strumenti come Dashboard e Le mie attività, inoltre, semplificano la visualizzazione e il controllo delle informazioni salvate nell’Account Google.
Per muovere i primi passi all’interno delle impostazioni sulla sicurezza, consigliamo di eseguire il Privacy Checkup, che permette di scegliere le opzioni più adeguate alle proprie esigenze di privacy. Con il Controllo sicurezza è invece possibile verificare le condizioni di sicurezza del proprio Account Google e ricevere consigli personalizzati per rafforzarne la protezione. Per saperne di più sui nostri strumenti e le nostre impostazioni sulla privacy, è possibile visitare il nostro Centro per la sicurezza online.
Controlli dedicati per la pubblicità online
Il nostro impegno per la privacy si estende anche al rapporto con la pubblicità digitale. Seguendo i nostri Principi sull’utilizzo dei dati, non vendiamo alcuna informazione personale, né utilizziamo per scopi pubblicitari i contenuti creati, salvati e condivisi dagli utenti in app come Drive, Gmail e Foto. Garantire alle persone questo livello di privacy è per Google un valore fondamentale. Non permettiamo inoltre agli inserzionisti di mostrare annunci in base all’uso di categorie sensibili, come per esempio le condizioni di salute.
Abbiamo anche creato dei controlli semplici per l’Impostazione degli annunci, per aiutare gli utenti a personalizzare la propria esperienza pubblicitaria e per controllare e aggiornare le proprie informazioni e preferenze. È inoltre possibile, attraverso questi controlli, disattivare completamente la personalizzazione degli annunci.
Allo stesso tempo, abbiamo iniziato a implementare nuove funzionalità come le “Informazioni su questo annuncio”, per aiutare gli utenti a capire perché un annuncio sia stato mostrato e quale inserzionista lo abbia pubblicato. È possibile segnalare un annuncio nel caso in cui non rispetti una delle nostre norme, vedere quali sono gli annunci che un inserzionista verificato ha pubblicato negli ultimi 30 giorni, o disattivare determinati annunci o inserzionisti se non interessano.
Infine, sappiamo che esistono annunci con cui non si vorrebbe interagire affatto. Al momento, è possibile disattivare gli annunci sensibili relativi all’alcol o ai giochi d’azzardo su YouTube. Continueremo a estendere le categorie di annunci sensibili per permettere a ciascuno di scegliere l’esperienza pubblicitaria più adatta alle proprie esigenze.
Verso una migliore esperienza pubblicitaria nel 2022
Nel 2021 abbiamo fatto progressi offrendo un’esperienza online più sicura per i minori, aumentando i sistemi di sicurezza per impedire che i ragazzi siano esposti a pubblicità per adulti, e bloccheremo la pubblicità mirata legata all’età, l’identità di genere o gli interessi per chi non ha ancora compiuto 18 anni.
Un altro obiettivo di quest’anno sarà migliorare i sistemi di protezione per i gruppi vulnerabili e le vittime di discriminazioni, attraverso strumenti ancora più efficaci per la sicurezza e il controllo della privacy.
Stiamo anche collaborando con l’intero settore per definire insieme il futuro di Internet in modo da renderlo un posto sempre più sicuro e rispettoso della privacy. Il nostro progetto collaborativo Privacy Sandbox sta promuovendo la trasformazione del marketing digitale proprio in questa direzione.
Continueremo a lavorare affinché tutti possano usare al meglio i nostri prodotti, grazie a un’esperienza sicura e in controllo dei propri dati.
<div>B2B Marketing News: B2B Data Acquisition Strategies, Rising Social Privacy Concerns, Meta Brings WhatsApp To Its Workplace Platform, & The Role Of Timing In B2B Marketing</div>
Which Contact Data Acquisition Strategies Are Most Effective for B2B Marketers? [Survey]
79 percent of B2B marketers have said that their website registration forms are the most effective customer and prospect data-gathering tactic, followed by 54 percent who said content downloads from dedicated landing pages, and 47 percent who said in-person events, according to recently-released survey data. MarketingCharts
B2B sellers deal with challenges of online customer experience
Half of B2B sellers see budget and supply chain improvements as the largest challenges they’re likely to face in 2022, with 47 percent noting that data management will be among their top issues during the year ahead, according to newly-reased survey data of interest to digital marketers. Digital Commerce 360
Meta Announces Planned Integration of WhatsApp into its Workplace Platform
Facebook and Instagram parent firm Meta has announced forthcoming integration of its WhatsApp mobile communications technology into Meta’s enterprise Workplace platform, in efforts aimed at providing greater mobile reach, the firm recently announced. Social Media Today
TikTok the Top Social Platform for Increased Marketer Investment This Year
TikTok was joined by YouTube, Instagram, Amazon, Twitch, Google, and LinkedIn as the top platforms for marketing investment in 2022, according to newly-released survey data. Some 84 percent of marketers said that they plan to increase investment in TikTok this year, 66 percent in YouTube, and 64 percent in Instagram, the survey showed. MarketingCharts
New Survey Shows that Social Media Users are Increasingly Concerned About Data Privacy [Infographic]
69 percent of U.S. adults have deleted or considered getting rid of a social media account due to data breaches, while some 81 percent have expressed more concern about the privacy of their social data than they did last year — two of several findings of interest to online marketers contained in recently-published survey data. Social Media Today
ANA Finds Email Most-Used Response Medium, But The Biggest Check Is Still In The Mail
Direct mail and SMS messaging delivered the best return-on-investment (ROI) when it comes to the media formats that get the highest rates of direct consumer responses, while e-mail and social media are the most used, even though they rank second and fourth for ROI, according to newly-released survey data. MediaPost
TikTok Looks to Expand Content Horizons with New, Integrated ‘Stories’ Test
TikTok has rolled out a test that folds story-format content into the primary user feed on the growing platform — on-pace to top 1.5 billion users in 2022 — in a move that could eventually offer greater reach to marketers. Social Media Today
Ad Market Expands For 10th Consecutive Month, But Shows Sharp Deceleration In December
The U.S. advertising market’s rate of spending grew by 1.33 percent in December compared to the same month last year, with digital categories continuing to perform the best, driving ad market expansion for 10 months in a row, according to new report data. MediaPost
Twitter Experiments with a New ‘Flocks’ Option for More Enclosed Tweet Sharing
Twitter has begun testing a tweet audience management system called Flocks, a system in testing previously known as “Trusted Friends” that is likely to eventually bring digital marketers broader content-sharing options on the platform, Twitter has noted. Social Media Today
Much like comedy, good B2B marketing comes down to timing
56 percent of B2B buyers have said that they consume more types of sales and marketing content today than in 2020, with 87 percent saying they are more likely to consider a B2B vendor that has a positive brand impression — two of numerous findings of interest to B2B marketers contained in newly-released B2B buyer survey data. B2B Marketing
ON THE LIGHTER SIDE:
A lighthearted look at the “brand experience and the metaverse” by Marketoonist Tom Fishburne — Marketoonist
Humorous Photos of Dogs Catching Flying Treats — PetaPixel
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lane R. Ellis — Planning Your Marketing Budget for 2022: A Statistical Look at the Landscape — LinkedIn (client)
- Lee Odden — How B2B Content Marketers Can Dominate in Search: Be the Best Answer — Content Marketing World Europe
- TopRank Marketing — Top 90 Digital Marketing Agency Blogs & Websites — Feedspot
- Lee Odden — Blogger Quotes to Motivate You to Start that Blog — EverydayPower
Have you come across your own favorite B2B marketing news for the week? Please drop us a line in the comments below.
Thank you for taking the time to join us for the week’s TopRank Marketing B2B marketing news, and we hope that you’ll 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: B2B Data Acquisition Strategies, Rising Social Privacy Concerns, Meta Brings WhatsApp To Its Workplace Platform, & The Role Of Timing In B2B Marketing appeared first on B2B Marketing Blog – TopRank®.
<div>B2B Marketing News: B2B Data Acquisition Strategies, Rising Social Privacy Concerns, Meta Brings WhatsApp To Its Workplace Platform, & The Role Of Timing In B2B Marketing</div>
Which Contact Data Acquisition Strategies Are Most Effective for B2B Marketers? [Survey]
79 percent of B2B marketers have said that their website registration forms are the most effective customer and prospect data-gathering tactic, followed by 54 percent who said content downloads from dedicated landing pages, and 47 percent who said in-person events, according to recently-released survey data. MarketingCharts
B2B sellers deal with challenges of online customer experience
Half of B2B sellers see budget and supply chain improvements as the largest challenges they’re likely to face in 2022, with 47 percent noting that data management will be among their top issues during the year ahead, according to newly-reased survey data of interest to digital marketers. Digital Commerce 360
Meta Announces Planned Integration of WhatsApp into its Workplace Platform
Facebook and Instagram parent firm Meta has announced forthcoming integration of its WhatsApp mobile communications technology into Meta’s enterprise Workplace platform, in efforts aimed at providing greater mobile reach, the firm recently announced. Social Media Today
TikTok the Top Social Platform for Increased Marketer Investment This Year
TikTok was joined by YouTube, Instagram, Amazon, Twitch, Google, and LinkedIn as the top platforms for marketing investment in 2022, according to newly-released survey data. Some 84 percent of marketers said that they plan to increase investment in TikTok this year, 66 percent in YouTube, and 64 percent in Instagram, the survey showed. MarketingCharts
New Survey Shows that Social Media Users are Increasingly Concerned About Data Privacy [Infographic]
69 percent of U.S. adults have deleted or considered getting rid of a social media account due to data breaches, while some 81 percent have expressed more concern about the privacy of their social data than they did last year — two of several findings of interest to online marketers contained in recently-published survey data. Social Media Today
ANA Finds Email Most-Used Response Medium, But The Biggest Check Is Still In The Mail
Direct mail and SMS messaging delivered the best return-on-investment (ROI) when it comes to the media formats that get the highest rates of direct consumer responses, while e-mail and social media are the most used, even though they rank second and fourth for ROI, according to newly-released survey data. MediaPost
TikTok Looks to Expand Content Horizons with New, Integrated ‘Stories’ Test
TikTok has rolled out a test that folds story-format content into the primary user feed on the growing platform — on-pace to top 1.5 billion users in 2022 — in a move that could eventually offer greater reach to marketers. Social Media Today
Ad Market Expands For 10th Consecutive Month, But Shows Sharp Deceleration In December
The U.S. advertising market’s rate of spending grew by 1.33 percent in December compared to the same month last year, with digital categories continuing to perform the best, driving ad market expansion for 10 months in a row, according to new report data. MediaPost
Twitter Experiments with a New ‘Flocks’ Option for More Enclosed Tweet Sharing
Twitter has begun testing a tweet audience management system called Flocks, a system in testing previously known as “Trusted Friends” that is likely to eventually bring digital marketers broader content-sharing options on the platform, Twitter has noted. Social Media Today
Much like comedy, good B2B marketing comes down to timing
56 percent of B2B buyers have said that they consume more types of sales and marketing content today than in 2020, with 87 percent saying they are more likely to consider a B2B vendor that has a positive brand impression — two of numerous findings of interest to B2B marketers contained in newly-released B2B buyer survey data. B2B Marketing
ON THE LIGHTER SIDE:
A lighthearted look at the “brand experience and the metaverse” by Marketoonist Tom Fishburne — Marketoonist
Humorous Photos of Dogs Catching Flying Treats — PetaPixel
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lane R. Ellis — Planning Your Marketing Budget for 2022: A Statistical Look at the Landscape — LinkedIn (client)
- Lee Odden — How B2B Content Marketers Can Dominate in Search: Be the Best Answer — Content Marketing World Europe
- TopRank Marketing — Top 90 Digital Marketing Agency Blogs & Websites — Feedspot
- Lee Odden — Blogger Quotes to Motivate You to Start that Blog — EverydayPower
Have you come across your own favorite B2B marketing news for the week? Please drop us a line in the comments below.
Thank you for taking the time to join us for the week’s TopRank Marketing B2B marketing news, and we hope that you’ll 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: B2B Data Acquisition Strategies, Rising Social Privacy Concerns, Meta Brings WhatsApp To Its Workplace Platform, & The Role Of Timing In B2B Marketing appeared first on B2B Marketing Blog – TopRank®.
<div>In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022</div>
How can B2B marketers get the most from events in 2022, whether they’re in-person, all-virtual, or in any of several combinations of hybrid formats?
The marketing event landscape in 2022 may not be as topsy-turvy and uncertain as it was in 2021, yet there’s no shortage of questions many events are still facing. Some have chosen to hedge their bets as long as possible, waiting to see whether an in-person format will work for their audience. Others have gone all-in with one format or another, hoping that their event won’t have to make last-minute format changes as the winds of the pandemic shift.
After a near-total 98.1 percent drop in year-over-year in-person B2B exhibition industry performance during the third quarter of 2020, the most recent 56 percent decrease in the The Center of Exhibition Industry Research (CEIR) index points to some progress on the slow road back to pre-pandemic, in-person B2B event totals.
Whatever an event’s format may be, B2B marketers can still enrich their professional learning and networking with the many real benefits that come from attending conferences.
My first involvement with technology conferences took place in the 1980s, when the Commodore hardware and software company I worked for — Progressive Peripherals and Software — would attend what was usually the world’s largest computer-related trade show, the annual COMDEX event in Las Vegas, with up to 225,000 attendees.
Later on in 1993, I was exploring options for taking the computer bulletin board system I’d operated since 1984 into new terrain, as rumblings of the nascent World Wide Web began, and attended one of the early online communications conferences, ONE BBSCON. Dr. Vinton Cerf, who in 1973 co-developed the TCP/IP protocol that the Internet uses, and who has worked for Google since 2005 as a vice president and chief Internet evangelist, spoke during the conference, and I still have the cloth ONE BBSCON attendee bag I got during the event. You can learn more about Dr. Cerf and the history of marketing on the Internet in my look at, “Classic Marketing Insights to Celebrate the Internet’s 50th Birthday.”
For a decade beginning in 2007 I was involved in the operational side of the event landscape, as lead editor for social media, digital marketing and search engine conference firm Pubcon.
Over the many decades I’ve been taking part in technology conferences, I’ve learned a few helpful tips for making the most of events.
Let’s look at how B2B marketers can get the most from the three primary varieties of events being held in 2022 — in-person, virtual, and hybrid.
[bctt tweet=”“The closer you look at something,the more complex it seems to be.” — Vinton Cerf @vgcerf” username=”toprank”]1 — Capitalize On In-Person Opportunities
In-person events have a certain unique magical atmosphere that can’t quite be turned into a digital format with the same aplomb, and for B2B marketers fortunate enough to be attending in-person events in 2022, there are a few key advantages to focus on:
- Human-to-human interactions
- Forging deeper, in-person connections
- Reuniting and reinforcing long-standing professional relationships
- Building new business relationships
The human-to-human interactions real-world events provide are among the greatest advantages of the format, and savvy B2B marketers will make sure to capitalize on the opportunity to meet face-to-face with cohorts, existing and potential clients, event keynote and session speakers, and others.
Humanizing B2B marketing with newfound authenticity is in fact one of the year’s greatest opportunities for marketers, as our CEO Lee Odden recently elaborated on in, “Three of the Biggest Opportunities to Elevate B2B Marketing in 2022.”
In-person events certainly allow attendees to forge deeper connections, in sometimes subtle ways that can be difficult to simulate during an all-digital event.
Real-world events are known for their “conference family” atmospheres, as multi-year attendees form bonds that are strengthened at each subsequent in-person conference. Every conference gives off its own unique vibe, and during my time at Pubcon we were fortunate to attract a number of early search engine pioneers who didn’t attend any other events. It can be helpful to make a ranked list of who you most wish to meet at an in-person event.
Building new business relationships is often another advantage of in-person events, as typically the entire experience is built on bringing together people who don’t know each other to network — going beyond the traditional learning elements offered by keynotes and breakout sessions.
2 — Learn More From Virtual Events
During the pandemic, virtual events have gone from sometimes-kludgy afterthoughts to highly-polished and full-featured premium digital experiences.
Established events have found new audiences, and new events have risen up as virtual conferences have proliferated.
B2B marketers can benefit by keeping a few things in mind when taking part in virtual events:
- All-virtual doesn’t have to mean digital-only
- Take advantage of the unique aspects virtual offers
- Don’t forget to share your digital learning with teammates and associates
Just because you’re attending a virtual event doesn’t mean it has to be a digital-only experience, as most events offer a multitude of convenient ways to communicate with fellow attendees, speakers, and sponsors. The key here is to study conference materials ahead of time, so that you’ll know where the event after-parties, social hours, or interactive one-on-one sessions are taking place.
A well-prepared attendee will not only have — depending on the size of the event — first, second, and third choices of concurrent sessions to attend, but will also know just when and in which online hangouts the conference’s bonus networking opportunities will be taking place.
Virtual events offer special advantages, often including the ability to go back and replay sessions you were a part of and wish to study in greater detail, or to watch all of those that you weren’t able to see live.
Taking what you’ve learned back to your organization and work associates is another way B2B marketers can get extra value from attending conferences, and with the digital-only events of today it’s easier than ever.
3 — Double-Up On Insight With Hybrid Events
The hybrid event truly came into its own in the later part of 2021, and this year the format is likely to see nothing but continued growth, as it combines the best of both real-world and digital experiences.
When attending hybrid events, B2B marketers can get the most by coming into the experience prepared to:
- Take advantage of both in-person and virtual elements
- Experience the best of each format
- Respect associate decisions regarding in-person or virtual
B2B marketers fortunate enough to be attending hybrid events in 2022 should take part in at least some event elements in-person and others in all-digital formats. Hybrid events provide a unique networking opportunity, as attendees can interact with new associates both in the hallways or exhibition halls between sessions, but also in the online experiences the conference has lined up. It’s a one-two networking punch that can pay off even more than at all-digital or solely in-person events.
Not all attendees will be able to take advantage of the real-world portion of a hybrid conference, however, for a variety of reasons. This is another motivation to position yourself to take part in each of the event’s formats if you are able to, so that you have the opportunity to meet those who are attending only in one format.
Initial Challenges Can Strengthen Us In The End
In 2022 some B2B marketers will attend, speak at, or exhibit during events taking place in all three of the formats we’ve explored, while others will experience just one form of event. No matter which form of marketing event you attend, the tips we’ve looked at here can give you Popeye-like strength at planning, putting you ahead of the game as you prepare, attend, and then apply the knowledge you’ve gained throughout the year ahead.
Be sure to catch our own CEO and co-founder Lee Odden presenting a virtual session presentation entitled, “How B2B Content Marketers Can Dominate in Search: Be the Best Answer,” on March 23, 2022 at 3:35 p.m. CEST, at the Content Marketing World Europe 365 event, and keep posted for information about additional TopRank Marketing event presentations throughout the year.
As a bonus, we wanted to share additional resources relating to how B2B marketers can benefit from the ongoing learning opportunities events offer. Below are several articles we’ve published about events B2B marketers can attend, and how to get the most from them.
- 13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events
- Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers
- The BIGLIST of 50 Top 2021 B2B Marketing Conferences
- How B2B Influencer Marketing Offers Brands an Ideal Alternative to In-Person Events
- Break Free B2B Series: CMI’s Stephanie Stahl on Data-Driven Event Planning and Promotion
- Content Marketing Gold Rush: How to Unearth Content Gold at Marketing Industry Events
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 In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022 appeared first on B2B Marketing Blog – TopRank®.
<div>In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022</div>
How can B2B marketers get the most from events in 2022, whether they’re in-person, all-virtual, or in any of several combinations of hybrid formats?
The marketing event landscape in 2022 may not be as topsy-turvy and uncertain as it was in 2021, yet there’s no shortage of questions many events are still facing. Some have chosen to hedge their bets as long as possible, waiting to see whether an in-person format will work for their audience. Others have gone all-in with one format or another, hoping that their event won’t have to make last-minute format changes as the winds of the pandemic shift.
After a near-total 98.1 percent drop in year-over-year in-person B2B exhibition industry performance during the third quarter of 2020, the most recent 56 percent decrease in the The Center of Exhibition Industry Research (CEIR) index points to some progress on the slow road back to pre-pandemic, in-person B2B event totals.
Whatever an event’s format may be, B2B marketers can still enrich their professional learning and networking with the many real benefits that come from attending conferences.
My first involvement with technology conferences took place in the 1980s, when the Commodore hardware and software company I worked for — Progressive Peripherals and Software — would attend what was usually the world’s largest computer-related trade show, the annual COMDEX event in Las Vegas, with up to 225,000 attendees.
Later on in 1993, I was exploring options for taking the computer bulletin board system I’d operated since 1984 into new terrain, as rumblings of the nascent World Wide Web began, and attended one of the early online communications conferences, ONE BBSCON. Dr. Vinton Cerf, who in 1973 co-developed the TCP/IP protocol that the Internet uses, and who has worked for Google since 2005 as a vice president and chief Internet evangelist, spoke during the conference, and I still have the cloth ONE BBSCON attendee bag I got during the event. You can learn more about Dr. Cerf and the history of marketing on the Internet in my look at, “Classic Marketing Insights to Celebrate the Internet’s 50th Birthday.”
For a decade beginning in 2007 I was involved in the operational side of the event landscape, as lead editor for social media, digital marketing and search engine conference firm Pubcon.
Over the many decades I’ve been taking part in technology conferences, I’ve learned a few helpful tips for making the most of events.
Let’s look at how B2B marketers can get the most from the three primary varieties of events being held in 2022 — in-person, virtual, and hybrid.
[bctt tweet=”“The closer you look at something,the more complex it seems to be.” — Vinton Cerf @vgcerf” username=”toprank”]1 — Capitalize On In-Person Opportunities
In-person events have a certain unique magical atmosphere that can’t quite be turned into a digital format with the same aplomb, and for B2B marketers fortunate enough to be attending in-person events in 2022, there are a few key advantages to focus on:
- Human-to-human interactions
- Forging deeper, in-person connections
- Reuniting and reinforcing long-standing professional relationships
- Building new business relationships
The human-to-human interactions real-world events provide are among the greatest advantages of the format, and savvy B2B marketers will make sure to capitalize on the opportunity to meet face-to-face with cohorts, existing and potential clients, event keynote and session speakers, and others.
Humanizing B2B marketing with newfound authenticity is in fact one of the year’s greatest opportunities for marketers, as our CEO Lee Odden recently elaborated on in, “Three of the Biggest Opportunities to Elevate B2B Marketing in 2022.”
In-person events certainly allow attendees to forge deeper connections, in sometimes subtle ways that can be difficult to simulate during an all-digital event.
Real-world events are known for their “conference family” atmospheres, as multi-year attendees form bonds that are strengthened at each subsequent in-person conference. Every conference gives off its own unique vibe, and during my time at Pubcon we were fortunate to attract a number of early search engine pioneers who didn’t attend any other events. It can be helpful to make a ranked list of who you most wish to meet at an in-person event.
Building new business relationships is often another advantage of in-person events, as typically the entire experience is built on bringing together people who don’t know each other to network — going beyond the traditional learning elements offered by keynotes and breakout sessions.
2 — Learn More From Virtual Events
During the pandemic, virtual events have gone from sometimes-kludgy afterthoughts to highly-polished and full-featured premium digital experiences.
Established events have found new audiences, and new events have risen up as virtual conferences have proliferated.
B2B marketers can benefit by keeping a few things in mind when taking part in virtual events:
- All-virtual doesn’t have to mean digital-only
- Take advantage of the unique aspects virtual offers
- Don’t forget to share your digital learning with teammates and associates
Just because you’re attending a virtual event doesn’t mean it has to be a digital-only experience, as most events offer a multitude of convenient ways to communicate with fellow attendees, speakers, and sponsors. The key here is to study conference materials ahead of time, so that you’ll know where the event after-parties, social hours, or interactive one-on-one sessions are taking place.
A well-prepared attendee will not only have — depending on the size of the event — first, second, and third choices of concurrent sessions to attend, but will also know just when and in which online hangouts the conference’s bonus networking opportunities will be taking place.
Virtual events offer special advantages, often including the ability to go back and replay sessions you were a part of and wish to study in greater detail, or to watch all of those that you weren’t able to see live.
Taking what you’ve learned back to your organization and work associates is another way B2B marketers can get extra value from attending conferences, and with the digital-only events of today it’s easier than ever.
3 — Double-Up On Insight With Hybrid Events
The hybrid event truly came into its own in the later part of 2021, and this year the format is likely to see nothing but continued growth, as it combines the best of both real-world and digital experiences.
When attending hybrid events, B2B marketers can get the most by coming into the experience prepared to:
- Take advantage of both in-person and virtual elements
- Experience the best of each format
- Respect associate decisions regarding in-person or virtual
B2B marketers fortunate enough to be attending hybrid events in 2022 should take part in at least some event elements in-person and others in all-digital formats. Hybrid events provide a unique networking opportunity, as attendees can interact with new associates both in the hallways or exhibition halls between sessions, but also in the online experiences the conference has lined up. It’s a one-two networking punch that can pay off even more than at all-digital or solely in-person events.
Not all attendees will be able to take advantage of the real-world portion of a hybrid conference, however, for a variety of reasons. This is another motivation to position yourself to take part in each of the event’s formats if you are able to, so that you have the opportunity to meet those who are attending only in one format.
Initial Challenges Can Strengthen Us In The End
In 2022 some B2B marketers will attend, speak at, or exhibit during events taking place in all three of the formats we’ve explored, while others will experience just one form of event. No matter which form of marketing event you attend, the tips we’ve looked at here can give you Popeye-like strength at planning, putting you ahead of the game as you prepare, attend, and then apply the knowledge you’ve gained throughout the year ahead.
Be sure to catch our own CEO and co-founder Lee Odden presenting a virtual session presentation entitled, “How B2B Content Marketers Can Dominate in Search: Be the Best Answer,” on March 23, 2022 at 3:35 p.m. CEST, at the Content Marketing World Europe 365 event, and keep posted for information about additional TopRank Marketing event presentations throughout the year.
As a bonus, we wanted to share additional resources relating to how B2B marketers can benefit from the ongoing learning opportunities events offer. Below are several articles we’ve published about events B2B marketers can attend, and how to get the most from them.
- 13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events
- Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers
- The BIGLIST of 50 Top 2021 B2B Marketing Conferences
- How B2B Influencer Marketing Offers Brands an Ideal Alternative to In-Person Events
- Break Free B2B Series: CMI’s Stephanie Stahl on Data-Driven Event Planning and Promotion
- Content Marketing Gold Rush: How to Unearth Content Gold at Marketing Industry Events
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 In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022 appeared first on B2B Marketing Blog – TopRank®.
Google al fianco delle PMI per l’export
Per rendersi visibili a livello globale e per restare in contatto con clienti esteri, il digitale si è ormai affermato come un canale fondamentale: nel 2021 l’e-commerce mondiale è cresciuto del +14% rispetto all’anno precedente, raggiungendo un valore complessivo di $4,8 trilioni 1.
Secondo un nuova ricerca dell’Osservatorio Export Digitale del Politecnico di Milano, nel 2021 l’export digitale dell’Italia ha avuto una crescita stimata del +15% nel B2C e del 6% nel B2B, raggiungendo rispettivamente il valore di €15,5 e €135 miliardi. A guidare questa crescita digitale è la moda (53% del totale), seguita dal settore alimentare (14%) e dall’arredamento (8%) 2.
Tuttavia, un’efficace strategia per l’internazionalizzazione richiede un’analisi affidabile sulle reali potenzialità commerciali dei propri prodotti in altri Paesi. Per aiutare le aziende a trarre il massimo vantaggio da questa trasformazione, e per supportare il sistema produttivo italiano, da qualche anno Google ha reso disponibile Market Finder, uno strumento senza costi che permette alle piccole e medie imprese di identificare quali sono i Paesi con il maggiore potenziale per l’esportazione dei propri prodotti.
Oggi Market Finder si arricchisce di nuove funzionalità basate sull’Intelligenza Artificiale. Effettuando un test suddiviso in sei passaggi, è infatti possibile calcolare il loro Export Readiness Score, un punteggio che riflette il livello di preparazione della propria azienda per l’export, con raccomandazioni personalizzate per accelerare il proprio percorso di internazionalizzazione.
Oggi annunciamo inoltre una nuova collaborazione con il Ministero degli Affari Esteri: “Think Global, Export Digital”, un programma di accelerazione per l’export che offrirà formazione ai Digital Temporary Export Manager (D-TEM) figure professionali esperte in strategie di internazionalizzazione d’impresa con uso prevalente di strumenti e canali digitali.L’obiettivo dei corsi tenuti da Google sarà fornire ai professionisti D-TEM gli strumenti necessari per portare le imprese online anche all’estero, e per migliorare le attività delle aziende attraverso una strategia di internazionalizzazione digitale. Il programma di “Think Global, Export Digital” verrà messo a disposizione dei D-TEM nelle prossime settimane dal Ministero degli Affari Esteri attraverso i propri canali.
A livello europeo, infine, Google avvierà “Think Global”, in collaborazione con Economist Impact, per raccontare e approfondire come gli investimenti delle aziende nei mercati esteri possano portare a nuove opportunità di crescita grazie alla digitalizzazione, affrontando le incertezze dell’economia globale.
L’impegno di Google in Italia verso le piccole e medie imprese continua da tempo, grazie a progetti come Eccellenze in Digitale cominciato nel 2014 e, più recentemente, con Italia in Digitale, che nell’ultimo anno ha supportato la digitalizzazione di oltre un milione di imprese e persone, attraverso strumenti senza costi e programmi di formazione.
Tra gli altri strumenti senza costi a disposizione delle imprese si trovano Google Trends, per individuare le nuove tendenze di un settore; Grow my Store, per migliorare la propria presenza online; e Think with Google, per rimanere sempre aggiornati su insights e storie di successo.
2. Ricerca 2021 dell’Osservatorio Export Digitale del Politecnico di Milano
Scritto da: Il Team di Google Italy
Lettera da Susan: aggiornamento sulle nostre priorità per il 2022
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