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Fiddling With First-Party: B2B Firms Face Corporate And Data Integration Hurdles 41 percent of B2B brands have said they use first-party data for marketing segmentation, while 37 percent use it for sales outreach, and 36 percent for advertising and analytics — one of several findings of interest to B2B marketers contained in recently-released Dun & Bradstreet study data. MediaPost Oracle to Buy Cerner in $28B Health Care Play Oracle has announced that it will acquire medical records firm Cerner for some $28.3 billion, a move that will bring a vast expansion to Oracle’s health care segment and bolster the reach of both firms, following a similar move by Microsoft earlier this year, Oracle recently announced. CFO B2B Tech Sector Will Decline In 2022, But Rebound In 2023: Study The B2B technology category is forecast to see a two percent decrease in 2022 in the U.S., while accompanied by a three percent increase in overall sales placing the annual figure at some $106 billion, a...

Search marketing has morphed and grown in numerous ways throughout 2021. At each of the shifts and changes in the search marketing landscape along the way, we've done our best to not only cover each twist and turn thoroughly, but to also offer insight and research-based strategy that will help B2B marketers meet the increasing challenges placed in front of us. We're fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog covering the state of search marketing — which will celebrate its 19th year in 2022. To help our blog community grow its search marketing knowledge, we’re happy to offer our annual list of the most popular search marketing and search engine optimization (SEO) posts of 2021 we've published throughout the year. Our Most Popular Search Marketing Posts in 2021: 1. 6 Timeless SEO Tips Content Marketers Can Do Now — Lee Odden How can content marketers improve their search visibility? The best SEO advice...

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People trust ads that talk about values, not products, finds Nielsen 89 percent of consumers place word-of-mouth as the more trustworthy form of advertising, followed by brand websites at 84 percent, while humor and brand values were seen as the top drivers of advertising response rates, with value-oriented ads gaining 10 percent from 2015 rates, according to newly-released Nielsen trust survey data of interest to digital marketers. The Drum Reddit files to take the company public Following a 200 percent year-over-year increase in ad revenue during the second quarter of 2021, Reddit has filed to move ahead with an initial public offering (IPO), which could bolster the firm's social platform and 52M daily users, Reddit recently announced. The Verge Instagram Adds New Option to Embed User Profiles on Third-Party WebsItes Facebook's Instagram social networking platform has rolling out new embedded mini-Instagram profiles for use on other web properties, which could bring ne...

Positivity may not be what first comes to mind when B2B marketers the world over describe 2022, yet during this holiday season it's the positive energy, outlook, and attitudes from our team, clients, associates, family and friends that spring forth. Overcoming the world's continuing shared challenges with positivity has brought us closer together in new ways, even as most of us collaborate in creative remote and hybrid ways, and as we enter the holiday season all of us at TopRank Marketing bring you special wishes for health and happiness. We wish you and your family a joy-filled holiday season filled with warmth, laughter, and friends. We also wish you a happy 2022 that eases some of the greatest challenges we've all faced the past two years, and sees newfound levels of positivity in your professional and personal life. The trust our many new and long-time clients have continued to place in us during 2021 has allowed us to reach record levels of client retention, and for...

Today’s B2B marketers have more challenges than ever, making it hard to cut through the noise and deliver results for their companies. In all of their efforts they must maintain a focus on connecting with new audiences, expanding their reach, and building relationships founded on a sense of mutual trust. Here are a few examples of some of the biggest challenges today’s B2B marketers are facing: Finding ways to boost marketing efficiency: Marketers are often expected to achieve greater results with fewer resources, so finding ways to maximize efficiency is critical to achieve success within budgetary parameters. Increasing marketing impact: Marketers are expected to deliver a higher return on investment (ROI) on their marketing efforts. Improved experiences: Customers have higher expectations than ever before in a digital world, and those expectations will only continue to get higher. Marketers must fulfill those expectations by providing high caliber customer experiences. Bein...

The marketing journey B2B brands have been on since the start of pandemic has accelerated digital transformation and the transformation of marketing faster than any time in history. During uncertain times the pivots companies make often settle back into the status quo but this time it's different. According to research from McKinsey : 96% of B2B companies shifted their go-to-market model during Covid-19 65% say their new go-to-market models were equally or more effective in reaching customers 80% will continue new go-to-market models for 12 months or more And with Gartner reporting that 80% of B2B sales interactions between suppliers and buyers will occur in digital channels by 2025, the direction is clear: digital first is here to stay for B2B marketing. So how can B2B marketers make sure they are positioned for digital first marketing in 2022? Most B2B marketers have already made the shift towards go to market efforts that emphasize online experiences including virtual ev...

The 10 Sales Behaviors That Are Deal-Breakers for B2B Buyers 55 percent of B2B buying decision makers have said that the top quality for salespeople when it comes to making a deal is an understanding of the business situation and needs, while 40 percent said that demonstrating the return on investment (ROI) was a key trait — two of several findings of interest to digital marketers contained in recently-released survey data. MarketingProfs LinkedIn Shares New Insights on How to Reach Gen Z Users on its Platform [Infographic] Microsoft-owned LinkedIn (client) has released new insight into how brands are increasing reach to Gen Z, which represents the fastest-growing demographic on the professional social platform. Just 21 percent of Gen Z users on the platform have said that they feel represented in advertising, while 57 percent have said that brands should be reliable, according to LinkedIn data. Social Media Today [bctt tweet="“Why are so few teens and young adults using #Li...

What were our top B2B content marketing articles of the year? Content encompasses nearly everything we read, watch, or listen to, and as our CEO Lee Odden said years ago, it's also represents a significant part of the reason the need for search technology began in the first place. We're proud of the continued content marketing successes our team of marketers at TopRank Marketing have achieved during another challenging year, for a wide-range of major B2B clients. As 2022 draws ever closer, we wanted to take time to share our top content marketing articles of the year — each filled with insights, best practices, research, examples, and a look towards the future. We're also fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank B2B Marketing blog — which celebrates its 19th year this month. This collection of our top 10 content marketing posts of the year can serve as a valuable resource, filled with practical examples and relevant ...