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Go All-In On Opportunity: What The Great Reshuffle Means For B2B Marketers


What does the great reshuffle — the world’s pandemic-driven workforce shift — mean for B2B marketers, and how can you go all-in on its opportunities while meeting its challenges head on?
Nature more often than not seems to have an innate ability to accompany undeniable calamity with something positive, and indeed with the pandemic we’ve also gotten the great reshuffle — which may at first not seem like something entirely good, until we take a closer look.
Just as the creation of the web forced upheaval on the pre-web Internet, with each challenge came nearly boundless opportunity, and in some ways the great reshuffle is yet another offshoot of the changes the web itself has given to the world.
Despite the serious effect the great reshuffle has had on the B2B marketing world in the form of employee churn and hiring upheaval, in the long run the lasting changes it’s brought about are almost certain to create a better long-term global work environment.
As a remote worker for over 17 years, the shift from being in a rather rare work situation to having nearly the entire B2B marketing community joining the remote or hybrid workforce has been one I wouldn’t have predicted witnessing during my lifetime.
I do see a number of advantages, however, and let’s that a closer look at six long-term positive changes the great reshuffle can offer B2B marketing professionals.
1 — Greater Talent Pool For Employers
The past two years have seen more employers hiring from a greater global talent pool than ever, which has allowed increasing numbers of top B2B marketing professionals to join businesses that previously had to limit hiring to locals or woo talent to relocate.
This new worldwide process has also inherently highlighted those firms with trouble spots that end up driving talent away, while bringing to the forefront those that have embraced the new hybrid and remote work environment and the changes they have brought.
Brands have had to elevate their talent retention efforts in creative new ways to keep employees motivated and both professionally and personally fulfilled in the new global talent pool.
Employers that are able to attract and retain the best B2B marketing professionals have benefited from one of the unintended workforce byproducts of the great reshuffle.
2 — Wider Workforce Diversity
Wider workforce diversity has largely gone hand-in-hand with the greater talent pool of B2B marketing professionals, for those employers that have embraced the many proven benefits of having more diverse teams.
“While some might frame the great reshuffle as an upheaval, within this time of change exists an opportunity for organizations to capitalize on a broadening and diverse pool of talent,” Tequia Burt, editor in chief of the LinkedIn* Marketing Solutions Blog recently observed in “Attracting and Keeping Talent as Hybrid Working Becomes the Norm.”
Talent diversity enriches business for employers and employees alike, and in an increasingly digital-first B2B marketing environment — as we’ll explore — more customers than ever are letting brands know that they now place greater importance in working with brands that share their values.
[bctt tweet=”“While some might frame the great reshuffle as an upheaval, within this time of change exists an opportunity for organizations to capitalize on a broadening and diverse pool of talent.” — Tequia Burt @TequiaBurt” username=”toprank”]3 — Improved B2B Marketing Technology
The pandemic at first forced B2B firms to swiftly implement more robust remote work technology, while the past two years has seen a rapid maturation of online communication tools and all variety of digital-first marketing technology software, hardware, and infrastructure.
What was at first an urgent upgrade to the basic necessities of remote workplace tools, has now matured into almost marketing technology for every aspect of doing business online, as more buyers and consumers expect better digital experiences — from the initial research stage all the way to purchase and ongoing support.
Alongside improved marketing technology has been a surprising rise in how using it remotely has served to further humanize our daily digital interactions, perhaps counter-intuitively. Zoom meetings featuring corporate executives with pets and children occasionally passing by have certainly made us more aware of the people we work with, however.
By one recent estimate, there are some 10,000 marketing technology offerings on tap to marketers today, a number that has grown from 150 in 2011 — a rise of 6,521 percent, as shown below.

4 — Expanded Global Employee Opportunities
The great reshuffle has vastly expanded the opportunities B2B marketing professionals have to work and live in places around the world which would not have been previously feasible for most.
“These times are a great opportunity for employers and employees alike,” our own CEO and co-founder Lee Odden recently noted.
More B2B marketing professionals have been able to reassess their careers and lives in general, and thanks to vastly increased remote and hybrid work opportunities, many are choosing to either relocate permanently to more desirable locations, or spend more time working remotely while traveling.
Employees are asking more from employers and aligning themselves with those that share their values, while also giving higher priority to those that offer a wider range of employer benefits.
5 — Rising Digital-First B2B Marketing Environments
Study after study has increasingly shown that the pandemic has led us to a new landscape of digital-first B2B professionals on the brand, buyer, seller, and consumer sides — an online sea change that is likely to endure.
Brands that don’t change to digital-first strategies to meet consumer needs face increasingly dire consequences amidst greater competition, with industry leaders implementing change that runs throughout the entire business spectrum, from service offerings to employee benefits.
Within the new era of digital-first B2B marketing environments, more brands are recognizing the value of working with employees as company advocates and industry influencers, whether in the form of middle management up to executive-level influence. We’ve explored this type of opportunity often here on the TopRank Marketing blog, including in “Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing,” and “Inside B2B Influence: Sarita Rao of AT&T on Growing B2B Executive Influence with Social Media.”
[bctt tweet=”“In the new digital-first era, more B2B brands are recognizing the value of working with employees as company advocates and industry influencers, from entry-level up to executive-level influence.” — Lane R. Ellis @lanerellis” username=”toprank”]6 — Decreased Office Overhead For Employers
As B2B firms large and small have shifted to meet the challenges of the past two years, the number of businesses that are able to do away with some of all of their physical office space has significantly increased.
With so many more B2B marketing professionals working in mostly or entirely remote roles, more home offices have been created, and the challenges of working from home have led some to consider leasing their own private office space — as I’ve done for over 15 years.
We’ve published a number of insights relating to the new remote and hybrid marketing landscape, including “Two Years In: How B2B Marketers Are Optimizing & Elevating Remote Work Experiences,” “5 Timely B2B Marketing Tips I’ve Learned From 15 Years As A Remote Worker,” and “B2B Tech Marketing Opportunities for a Remote Work World.”
[bctt tweet=”“As more collaboration and communication takes place digitally, it’s all the more essential to be able to understand and activate marketing technology.” — Nick Nelson @NickNelsonMN” username=”toprank”]The Great Reshuffle Propels Positive Action For B2B Marketers
With a greater talent pool for employers, wider workforce diversity, better and more varied marketing technology, expanded global employee opportunities, and the rise of digital-first strategies, B2B marketers can embrace the many changes brought about by the great reshuffle, and turn them into positive actions.
Lastly, top B2B marketing professionals looking to work with an award-winning agency will want to check out our own careers page for opportunities.
Creating award-winning B2B marketing that propels, 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.
* LinkedIn is a TopRank Marketing client.
The post Go All-In On Opportunity: What The Great Reshuffle Means For B2B Marketers appeared first on B2B Marketing Blog – TopRank®.
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Mothers.day: Highlighting inequality in maternal health
The path to parenthood looks different for everyone, but one element of becoming a parent is universal: the need for quality healthcare and community support. Sadly, this basic need is out of reach for far too many people. Every day, more than 800 people around the world die from pregnancy- and childbirth-related causes that could have been prevented, according to the World Health Organization.
Google Registry launched the .day top-level domain earlier this year, and today we’re introducing mothers.day — a resource dedicated to highlighting inequities in maternal health and helping families at different stages of parenthood. The website also lists ways you and your loved ones can help bridge these gaps by volunteering or donating to organizations making an impact in this space.
This year, I’ve asked my family to make giving to others the focus of our Mother’s Day celebration. To help pass on the value of generosity, the mothers.day website points to several nonprofits for Mother’s Day giving, including:
- Postpartum Support International is the world’s leading nonprofit organization dedicated to helping women suffering from perinatal mood and anxiety disorders, including postpartum depression.
- Black Mamas Matter Alliance is a Black women-led group that advocates, drives research, builds power, and shifts culture for Black maternal health, rights and justice.
- Fistula Foundation provides life-transforming surgery to women injured in childbirth who are left incontinent and often shunned.
- The Cradle is a nonprofit, licensed child welfare agency providing adoption services, counseling and education and a nursery for birth parents and adoptive families.
- Hello Neighbor’s Smart Start program provides refugee and immigrant mothers with socio-emotional, logistical, and material need support throughout pregnancy and postpartum.
These are just a few organizations committed to making the journey to parenthood equitable for everyone. In addition to giving, mothers.day includes information on how you can make an impact on maternal healthcare by participating in research studies:
- Powermom is a mobile research platform with the goal of addressing health disparities and partnering with all participants during pregnancy and the postpartum period.
- PM3 study is a study for Black women, by Black women and helps new moms in the state of Georgia stay healthy after pregnancy.
- Maternal Near Miss aims to gather insights from women of color who’ve had near-death experiences during pregnancy and/or childbirth in order to inform maternal health policies and clinical practices.
There are so many ways to support birthing people and their families around the world. For more ways to get involved, visit mothers.day.
Update on cyber activity in Eastern Europe
Google’s Threat Analysis Group (TAG) has been closely monitoring the cybersecurity activity in Eastern Europe with regard to the war in Ukraine. Since our last update, TAG has observed a continuously growing number of threat actors using the war as a lure in phishing and malware campaigns. Similar to other reports, we have also observed threat actors increasingly target critical infrastructure entities including oil and gas, telecommunications and manufacturing.
Government-backed actors from China, Iran, North Korea and Russia, as well as various unattributed groups, have used various Ukraine war-related themes in an effort to get targets to open malicious emails or click malicious links. Financially motivated and criminal actors are also using current events as a means for targeting users.
As always, we continue to publish details surrounding the actions we take against coordinated influence operations in our quarterly TAG bulletin. We promptly identify and remove any such content but have not observed any significant shifts from the normal levels of activity that occur in the region.
Here is a deeper look at the campaign activity TAG has observed and the actions the team has taken to protect our users over the past few weeks:
APT28 or Fancy Bear, a threat actor attributed to Russia GRU, was observed targeting users in Ukraine with a new variant of malware. The malware, distributed via email attachments inside of password protected zip files (ua_report.zip), is a .Net executable that when executed steals cookies and saved passwords from Chrome, Edge and Firefox browsers. The data is then exfiltrated via email to a compromised email account.
Malware samples:
- 710faabf217a5cd3431670558603a45edb1e01970f2a8710514c2cc3dd8c2424
- 39d242660c6d5dbe97d5725bbfed0f583344d18840ccd902fffdd71af12e20ec
TAG would like to thank the Yahoo! Paranoids Advanced Cyber Threats Team for their collaboration in this investigation.
Turla, a group TAG attributes to Russia FSB, continues to run campaigns against the Baltics, targeting defense and cybersecurity organizations in the region. Similar to recently observed activity, these campaigns were sent via email and contained a unique link per target that led to a DOCX file hosted on attacker controlled infrastructure. When opened, the DOCX file would attempt to download a unique PNG file from the same attacker controlled domain.
Recently observed Turla domains:
- wkoinfo.webredirect[.]org
- jadlactnato.webredirect[.]org
COLDRIVER, a Russian-based threat actor sometimes referred to as Callisto, continues to use Gmail accounts to send credential phishing emails to a variety of Google and non-Google accounts. The targets include government and defense officials, politicians, NGOs and think tanks, and journalists. The group’s tactics, techniques and procedures (TTPs) for these campaigns have shifted slightly from including phishing links directly in the email, to also linking to PDFs and/or DOCs hosted on Google Drive and Microsoft One Drive. Within these files is a link to an attacker controlled phishing domain.
These phishing domains have been blocked through Google Safe Browsing – a service that identifies unsafe websites across the web and notifies users and website owners of potential harm.

An example of this technique
Recently observed COLDRIVER credential phishing domains:
- cache-dns[.]com
- docs-shared[.]com
- documents-forwarding[.]com
- documents-preview[.]com
- protection-link[.]online
- webresources[.]live
Ghostwriter, a Belarusian threat actor, has remained active during the course of the war and recently resumed targeting of Gmail accounts via credential phishing. This campaign, targeting high risk individuals in Ukraine, contained links leading to compromised websites where the first stage phishing page was hosted. If the user clicked continue, they would be redirected to an attacker controlled site that collected the users credentials. There were no accounts compromised from this campaign and Google will alert all targeted users of these attempts through our monthly government-backed attacker warnings.
Both pages from this campaign are shown below.


In mid-April, TAG detected a Ghostwriter credential phishing campaign targeting Facebook users. The targets, primarily located in Lithuania, were sent links to attacker controlled domains from a domain spoofing the Facebook security team.

Recently observed Ghostwriter credential phishing domains and emails:
- noreply.accountsverify[.]top
- microsoftonline.email-verify[.]top
- lt-microsoftgroup.serure-email[.]online
- facebook.com-validation[.]top
- lt-meta.com-verification[.]top
- lt-facebook.com-verification[.]top
- secure@facebookgroup[.]lt
Curious Gorge, a group TAG attributes to China’s PLA SSF, has remained active against government, military, logistics and manufacturing organizations in Ukraine, Russia and Central Asia. In Russia, long running campaigns against multiple government organizations have continued, including the Ministry of Foreign Affairs. Over the past week, TAG identified additional compromises impacting multiple Russian defense contractors and manufacturers and a Russian logistics company.
Protecting Our Users
Upon discovery, all identified websites and domains were added to Safe Browsing to protect users from further exploitation. We also send all targeted Gmail and Workspace users government-backed attacker alerts notifying them of the activity. We encourage any potential targets to enable Google Account Level Enhanced Safe Browsing and ensure that all devices are updated.
The team continues to work around the clock, focusing on the safety and security of our users and the platforms that help them access and share important information. We’ll continue to take action, identify bad actors and share relevant information with others across industry and governments, with the goal of bringing awareness to these issues, protecting users and preventing future attacks. While we are actively monitoring activity related to Ukraine and Russia, we continue to be just as vigilant in relation to other threat actors globally, to ensure that they do not take advantage of everyone’s focus on this region.












