Archiv für den Monat: September 2022

B2B Marketing News: Rising B2B MarTech Spend, 10th Annual Data Never Sleeps Report, & LinkedIn Tops B2B Ad Spending

2022 September 30 Domo Chart

2022 September 30 Domo ChartUS B2B MarTech Spend Set for ~15% Rise This Year
In 2022 marketing technology spending is set to top $20 billion for the first time, with the B2B-specific segment growing by some 14.6 percent — slightly higher than overall combined B2C and B2B spending, according to newly-released survey data of interest to B2B marketers. MarketingCharts

[bctt tweet=““An important part of a modern martech stack has to be a unified profile that spans identities, understands behavioral information at an individual level, but also on the B2B side at an account level.” — Stephen Streich @sstreich“ username=“toprank“]

LinkedIn will capture nearly 25% of US B2B ad spending by 2024
By the end of 2022 B2B display advertising revenues on the LinkedIn professional social media platform are expected to account for 21 percent of U.S. B2B digital ad spend, a share that will rise to nearly 50 percent by 2024, according to recently-released U.S. B2B digital ad spending forecast data. Insider Intelligence

TikTok Increases Length Of Video Descriptions
Short-form video creation firm TikTok has rolled out a change that will see a jump from the previous maximum of 300 characters to describe content on the platform to 2,200, a move that has given marketers using the growing platform greatly-expanded room for search engine optimization (SEO) strategy. Search Engine Journal

Instagram Stories under 60 seconds are no longer broken up into clips
Meta-owned Instagram has begun to roll out a change that will no longer require Instagram Story content less than a minute in length to be broken into 15-second segments, instead allowing a single uninterrupted user experience — a change that will likely affect how B2B marketers use the feature for short-form content. TechCrunch

At Dreamforce, a new data platform and enhancements to Slack
Salesforce‘ Dreamforce event saw the announcement of coming changes to its popular Slack video conferencing program, that will bring organized resource curation in a new Slack Canvas feature and multi-person screen sharing in Slack Huddles, along with a new real-time customer data platform, 360 Audiences. MarTech

Carbon Emerges As Key Ad Performance Indicator: Clients/Agencies Split On Cost
When it comes to carbon emissions generated by digital advertising campaigns, 87 percent of U.S. and U.K. advertiser and agency executives have said that the digital ad industry has a responsibility to lower carbon emissions, while a new carbon performance indicator (CPI) metric has begun to take shape, according to newly-released survey data of interest to digital marketers. MediaPost

2022 September 30 Statistics ImageWhy is accessibility an afterthought for marketers?
With some 26 percent of the U.S. population living with a disability, a scant 36 percent of firms possess a top-down commitment to building accessible digital experiences, according to recently-published Forrester survey data, and Campaign US shows how Apple, Accenture, and IBM have worked to make inroads in digital accessibility. Campaign US

These Are the Areas Marketers Think Will Be Most Important Over the Next 2 Years
37 percent of marketers have said that a shift to decision making that is more data-driven will be their most important marketing area over the next two years, with 35 percent pointing to improved customer experiences and managing those journeys — two of several statistics of interest contained in newly-released survey data. MarketingCharts

How Patagonia’s shakeup challenges marketers to act on sustainability
With some 94 percent of consumers saying that they are seeking to lead more sustainable lifestyles, Patagonia’s recent move shifting 98 percent of its non-voting stock to environmental nonprofit Holdfast Collective, marketers are seeing new opportunities that cross the divide between B2C and B2B, and Marketing Dive takes a look. Marketing Dive

What Happens on the Internet Every Minute (2022 Version) [Infographic]
What happens during each digital minute online in 2022 is the focus of the tenth-annual “Data Never Sleeps” report in infographic form, showing Internet population and social platform use growth and other insights of interest to digital marketers, including some 97 zetabytes of data that is expected to be generated in 2022, Domo recently announced. Social Media Today

ON THE LIGHTER SIDE:

2022 September 30 Marketoonist Comic Image

A lighthearted look at “Returning to the Office” by Marketoonist Tom Fishburne — Marketoonist

Vanessa Fox On The Early Days Of Google Search Console, Webmaster Tools & Sitemaps — Search Engine Roundtable

A history of ARM, part 1: Building the first chip — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Joshua Nite — This Week in Marketing: Almost Famous — LinkedIn (client)
  • Lee Odden / TopRank Marketing — Procurement and Partnership — Marketoonist
  • TopRank Marketing — Who sees your B2B content? — TalkCMO

Have you found your own top B2B marketing news item this week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below.

We thank you for joining us for this week’s TopRank Marketing B2B marketing news, and hope you will return again next Friday for another array of the most up-to-date and pertinent 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: Rising B2B MarTech Spend, 10th Annual Data Never Sleeps Report, & LinkedIn Tops B2B Ad Spending appeared first on B2B Marketing Blog – TopRank®.

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Semrush on How to Create B2B Content for Generation Z

Lennox Powell Semrush

Lennox Powell Semrush

While many B2B marketers are focused on Boomer and Millennial age senior marketing executives, what are B2B brands doing to connect with the next Generation of buyers? You know, those junior marketing pros born after 1997 aka Gen Z? Content Director at Semrush, @LenoxPowell, shared useful insights about connecting this up and coming group of customers that includes buyers of B2B products and services.

First, you should know that GenZ is a large cohort – 32% of the global population, with massive spending power.

Second, you should know that GenZ are definitely not Millennials 2.0.

While Millennials are aspirational, idealistic and adapted to tech, their brand expectations are about storytelling On the other hand, Gen Z are authentic, pragmatic, and visual first about technology with brand expectations are about storyliving.

Don’t worry, I had to look up „storyliving“ too. Jeff Fromm describes it as, „StoryLiving™ is about what companies do, not just what they say. It is not just being unique, but also meaningful and acting in the interests of many stakeholders.“

Ahh, that makes sense. However, don’t I think GenZ has the market cornered on a trend towards consumers caring more about companies acting authentically and meaningfully in the interests of their customers.

So, what’s the marketing opportunity for Gen Z?

1. A whole new mindset
2. New opportunity to be creative
3. New loyal customer
4. New advocates for your brand

There are important shifts in social platforms with Gen Z : they are not on Facebook or Pinterest.

For Gen Z, TikTok is the new Facebook. TikTok is about fun, unpolished content which Gen Z loves. TikTok is expected to be the 3rd most popular social network by the end of 2022 and potentially displace Facebook and Twitter.

Some forward thinking businesses are starting to take Gen Z opportunities seriously and doing things like hiring Chief TikTok Officers. (Personally I think that’s just a gimmick – no one hired Chief Facebook Officers or Chief LinkedIn Officers – why should they do that with TikTok?)

How do you go viral on TikTok?

  • Speak right away. 1 in 3 viral TikTok videos focused on a person speaking within the first 3 seconds.
  • Let the music play – More than half of viral TikTok videos used music as their primary background sound in the first 3 seconds.
  • One to one – 60% of viral videos featured one person visible on the screen
  • Keep it real – Create videos that portray real people with real lives

Is TikTok the new search? Younger users search on TikTok more than Google. TikTok surpassed Google as the most visited domain in 2021. „Gen Z „hates searching Google because crappy SEO blogs bury the answers they are looking for underneath keyword stuffed garbage“.

A study by Fractl found that Gen Z loves long tail search. The length of their search queries are much longer than Millennials and other generations.

Words to consider in your content for Gen Z include – „best“, „cheap“, „how to“, „top“.

Content doesn’t always need to be literal and how to do this or that. Some of the most popular content amongst Gen Z is ASMR or other entertaining content that then opens the door to point to more practical content.

Research from Clover Letter found that brands should not talk down to Gen Z. 52% want to be informed. 35% say media talks down to them, 37% hate clickbait.

Tone of voice is important for Gen Z. They tend to lean towards informal, friendly types of communications.

Marketing disruptors that are shaking things up. Web 3.0 is influencing how we are online and engaging. Gen Z will likely adopt these elements and marketers need to be prepared:

  • Blockchain
  • Crypto
  • NFT
  • Metaverse

Web 1 was disorganized and overwhelming
Web 2 Was the rise of Facebook, Amazon, Google and amased a lot of power
Web 3 is about taking some of that power back

Think about this shift as you are planning your content topically and from a distribution standpoint. Gen Z is all about taking power back from corporations.

The emergence of Web 3 is fueled by Gen Z to decentralize apps and financial components to „take the power back“.

Where does Metaverse play with Millennials? Parallel to the physical world, metaverse is a place where people can experience life digitally but can also include augmented reality as a hybrid of virtual and real world.

What does this look like? Gucci has a store where users can buy products for their avatar. Lowes has an augmented reality option to try out power tools virtually. Adidas has a NFT community with limited access to merchandise.

What does this mean to us as marketers? There’s still a lot to be figured out. A lot of it is theoretical and experimental but it’s taking off with Gen Z. If your team can experiment and test things out you’ll be ahead of the game. Big brands are doing it and so should you.

For a related post that digs even deeper into how to prepare for future B2B customers, be sure to read my coverage of LinkedIn’s Allyson Hugley on What’s Next: Connecting with Future Buyers.

The post Semrush on How to Create B2B Content for Generation Z appeared first on B2B Marketing Blog – TopRank®.

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How upskilling your paid advertising skills will tackle economic downturns

30-second summary:

  • Marketing budgets are often the first to be slashed in a downturn – upskilling your existing team with digital marketing techniques can provide huge efficiencies and minimize the impact of cuts
  • Creating an upskilling program does not need to be expensive or time-consuming if a well-thought-out strategy is adopted and results are constantly measured
  • Nurturing your own in-house talent pool also increases business resilience, improves marketing innovation and creativity, and reduces reliance on third-party operators
  • Choosing the right skills for your team to acquire depends both on your immediate goals and long-term business strategy – done right you can steal a march on your competitors
  • Sarah Gilchriest, Global COO of Circus Street, discusses the key skills brands need to cultivate to stay competitive during an economic downturn

We’re entering what is likely to be a pretty tough global recession. As consumer sentiment worsens, brands will increasingly look at ways they can cut costs to protect their bottom line. Unfortunately, we all know that marketing is usually one of the first budgets to be slashed.

It is seemingly much easier to stop a campaign or give an agency notice than it is to sack a developer or reduce infrastructure costs. However, more often than not, cutting marketing is a false economy that worsens the impact of a downturn by slowing a company’s growth. So, is there a way for brands to instead maximize their digital marketing output while also freezing or reducing costs?

The answer may be found in upskilling.

Training while cutting costs?

Now, your first reaction may be that training programs are expensive luxuries that make little sense if your goal is to cut costs. There are a few things to unpack here –

  1. Size and scope of training matter. You can make an outsized impact by training one or two individuals who then share their knowledge with their wider team. The right strategy (which I’ll discuss further below) can lead to a highly targeted program that gives the most critical skills to those who will be best placed to use them immediately.
  2. Next, there are a lot of freely available supporting resources that can significantly reduce costs and help to embed learning.
  3. Finally, let’s put costs in perspective. The ROI on a well-executed training scheme pays for itself and the initial outlay pales in comparison to most other business functions. Put simply, you get a lot of bang for your buck.

Why paid advertising skills?

Paid advertising makes a lot of sense to focus on for a number of reasons. Generally, compared to other marketing fields, paid advertising is characterized by the sheer diversity of skills and techniques needed to fully execute a campaign. It is incredibly fast-moving and often requires you to leverage a number of different tech platforms. Consequently, many brands outsource this functionality to a network of agencies and freelancers. Those that don’t usually rely on one or two individual ‘power users‘ or worse, skills are haphazardly spread among a range of departments leading to bottlenecks and single points of failure.

As such, digital advertising is usually the prime area where efficiencies, greater innovation, and marketing effectiveness can occur via upskilling. It is where your business can do much more for less.

Identifying the right skills

Getting the right skill mix is where the rubber meets the road. A mixture of creativity, data analysis, platform knowledge, development techniques, and marketing expertise are all needed. To get started the best approach is to fully understand what capability your team has in-house. The crucial element is to remember that a lot of ability might be hidden because it is not used on a day-to-day basis. You would be surprised at how quickly a business ‘forgets‘ about the previous experiences of team members after they have been hired.

Auditing team skills should expand beyond the marketing department

You don’t know what gems are lurking in other areas of your business until you start to look. This is also the perfect opportunity to identify both the potential of your employees to acquire new skills and also their individual aspirations. It is much easier to upskill someone who has a professional and personal investment in learning that particular expertise. The audit itself does not need to be complex – a simple matrix that enables people to categorize their proficiency and outline the areas where they would like to develop will suffice.

When you know what you have to work with, then it’ll become much easier to define the best way forward. Deciding the best skill mix comes down to first working out how to fulfill your most immediate needs. For example, taking a costly service in-house, plugging a weakness – where a team member’s departure would severely hamper your ability to function, or obvious gaps in ability that prevent you from undertaking certain digital advertising activities.

Build on the compatibility between your employee’s aspirations and your commercial objectives

This is then overlaid by areas where your marketing output can most obviously be improved and your future aspirations in line with your commercial objectives. For example, if in the future you want to more heavily target users on particular social media platforms or ‘exotic‘ platforms like IoT devices and digital boards. Perhaps you can see the financial benefits of adopting headless CMS tech and would like to put in place the skills needed to make that transition after the recession. Maybe you want your team to have the insight to tell you whether the Metaverse has any potential for your business.

This may sound complex but once you get started the hierarchy of skills you need more often than not becomes very obvious. Remember, one of upskilling’s great strengths is its flexibility – if your needs change or you feel you have chosen the wrong skills – it’s very easy to change track.

Getting started in a cost-efficient way

How you train your team is very much up to individual preferences – everyone learns in different ways. Speaking to your employees and specialists will enable you to build a tailored teaching structure. It can be a combination of in-house learning, online tutorials, accredited programs, or book learning. You do not have to go all in on a full program straight away. Piloting can remove a lot of the risk. Start small – one team or a handful of individuals from across your company – and continually assess the impact.

A mistake to avoid

A common mistake businesses make is they wait too long to get their team to use their new knowledge. This can hold up the process and damage ROI. The best way to embed new skills is to apply them. Ensure that your team has an opportunity to practice their newfound expertise on real initiatives. Then keep a close eye on your business metrics – including team and customer feedback – to determine the impact. Unlike many other departments, digital marketing can have very clear outputs. This will let you know quite quickly if it is working. From there, you can decide on how to roll out your training scheme.

Marketing doesn’t end with the marketers

As I’ve mentioned, diversifying the skillset of your team builds resilience and promotes more innovation. The reason is simple, if you only have marketing skills in your marketing department, you are naturally limiting the number of people who can provide useful insights that fuel innovation. You reduce oversight and feedback loops, and your marketing output will suffer from a lack of outside perspectives.

By making your teams multidisciplinary and cross-functional you can spread useful skills throughout your business. Customer service teams can learn the fundamentals of digital marketing, marketers know how to do the basic dev and data work to enable their day-to-day, and your data teams can think like marketers if they need to.

Preparing for the worst doesn’t mean losing capabilities

If the worst does happen and you do need to make cuts to your team, having key skills shared across your business means that the damage to core functions will be limited.

To finish – I should highlight that much of what I’ve discussed applies equally to business owners as it does to individual freelancers. A downturn can be a daunting prospect if you are a sole trader. Upskilling can be one of the best ways to increase your value to clients now and future-proof your business.

If you have seen business drop off, the time you now have available could be best dedicated to more training. This may sound obvious, but a mistake many people make in their careers is failing to adapt to how demand for skills can quickly change or technology can come along that makes them obsolete. Adding more skill strings to you and your company’s bow is never a bad thing.


Sarah Gilchriest is the Global COO of Circus Street.

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Why Esports organizations are losing business due to lack of SEO

SEO is a standard within a number of marketing strategies through a myriad of industries, but has someone found themselves outside of the gaming and esports industries? There is a non-factor within new marketing verticals such as influencer marketing despite its immense potential to impact.

During the latest edition of the Gamactica Podcast, I got a chance to talk about the lack of SEO, or Esports SEO, that exists within the industry with Michael Ashford, CEO of The Game Awards.

In this article, I share some highlights and key insights that are affecting the fate of many Esports organizations.

What Esports can learn from sports and other industries

“I guess where Esports has been very pioneering there are also a lot of things that it can learn from other industries in the same vein,” he said.

“The big controversial one is the sports and Esports gear compared a lot. I’m a big fan of it because sports do very well with media rights and distribution deals. They do very well with sponsorships, two things that are absolutely pivotal and critical to the future of Esports. Those two things go hand-in-hand, they ensure everyone continues to be stable and everyone wins off the back of them. Esports as a term has really only been popular for 10 years. Before that you would just be OpTic gaming, people would just type in “optic” and their website would come up, their socials were there, everything was great and now there are probably 10,000 companies that all call themselves Esports something or another, and it’s a very different problem.

Doesn’t matter to OpTic, because OpTic is still a leading name and people still search for OpTic on Google. OpTic still comes up but it does matter to new businesses coming in.

“There are three waves to Esports”

You have wave one which is all the teams, the TOs, and the publishing companies.

Wave two is supporting services, people like ourselves, agencies, creative agencies, sales, and talent specialists.

Wave three is all the supplementary services under that, and that’s where that trickle-down comes down with publishers at the top and everyone in these waves underneath waiting to get paid. That is where wave three is so pivotal and why you hear stories of these companies trying to get in now that are very challenged because they’re not using proven techniques that work outside of the market to get into the market. They are trying to conform to the market that already exists, and you can’t take on an Esports Awards because we own that domain, we own that optimization, and we have seven years of history working with Google, YouTube, Amazon, we have even worked with Lexus. All these brands have given us that domain authority that is very hard to purchase now.” said, Michael Ashford, CEO of The Game Awards.

The advantage of domain authority in Esports

Ashford goes on to discuss the competitive advantage the domain authority provides them, especially as the Esports landscape continues to evolve and grow.

“So, if you were going to take us on as a competitor, you probably don’t want to go against that unless you’ve got a big, realistic search engine budget to go against us. That’s where marketing gives you that advantage, when you do marketing you put yourself in the eye of the consumer, you look at their journey, you understand their peeves, and you gain a finer understanding of what they’re doing.”

Ashford talked about the difficulties that face new entities, such as Esports teams face as they are entering a fiercely competitive space.

“If you’re a team that just got into this and you’re saying ‘I really want a big sponsorship to land on my doorstep‘ like you have to be in their consideration and that’s what it comes down to. If I’m buying for one of the biggest companies in the world and I have a budget and I type in “Esports teams” or “successful Esports teams” or “biggest Esports teams” on Google, if you’re not on that list you’re already outliers from the consideration perspective because all of those other brands have long term domain authority” he said.

“The OpTics, The FaZe, the DSMs have done it for years and they’ll be the first stable thing that people see.”

Despite the proven data, SEO remains on the peripherals of the gaming, Esports, and content creation industries.

While platforms such as Twitch struggle to effectively scale the monetization of creators and their platforms, SEO continues to be an absolute need, a critical of conversation which eludes these spaces.

The Game Awards will be taking place on December 11th-13th in Las Vegas, Nevada, and will air on platforms such as Twitch and Twitter.


Anthony DiMoro is CEO of Gamactica. He can be found on Twitter @AnthonyDiMoro.

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B2B Marketers on the Move: An Autumn Celebration of B2B Industry Marketing Leaders

Celebrating Autumn B2B marketers on the move runners in leaves image

Celebrating Autumn B2B marketers on the move runners in leaves image

2023 will be here before we know it, and with the swiftly changing B2B marketing landscape inevitably comes growth that can happen so fast that it’s difficult to fully appreciate without taking a moment to reflect on and enjoy the colorful leaves.

For more than two decades, TopRank Marketing has been honored to help a wide variety of the world’s top B2B marketers and major global brands elevate and go beyond merely being competitive, to standing out from the crowd with creative and award-winning successes. In this spirit, we like to regularly take the time to congratulate and honor business marketing leaders who have recently seen career advancement.

When B2B marketers take on new roles in leadership, it’s only natural to look for trusted resources that will help professionals in new positions hit the ground running, and TopRank Marketing is happy to have been a go-to B2B content and influencer marketing agency for so many top marketers in new leadership roles. We are also always seeking out B2B technology industry influencers advancing in their careers to partner with on unique content collaborations.

We offer hearty congratulations to the B2B marketing leaders featured in this sixth edition of B2B Marketers on the Move and our thanks for their sharing of B2B marketing advice.

B2B Marketers on the Move: Celebrating Autumn Movers and Marketing Leaders

Vasudha Badri PaulVasudha Badri-Paul is now Head of Global Marketing & Sales at Connectr

Jonathan BeatonJonathan Beaton is now Senior Vice President of Marketing at BlueVoyant

Meghan Keaney AndersonMeghan Keaney Anderson is now Vice President of Marketing at Jasper

Tequia BurtTequia Burt has been promoted to editor in chief, LinkedIn Ads blog, at LinkedIn*.

B2B Career Advice: „At a high level, the most valuable thing you can do to future-proof your career as a marketer is to build and strengthen digital skills.“

Lyndi ThompsonLyndi Thompson is now Head of Demand Generation for B2B at Calm

Campbell FosterCampbell Foster is now Vice President Marketing at Synthesis AI

 Courtney Bosch-TanguyCourtney Bosch-Tanguy is now Account Based Marketing Director at OwnBackup

Jim RuddenJim Rudden is now Chief Marketing Officer at Ontic

Imelda KhooImelda Khoo has taken a new position as vice president of marketing at Code Ocean.

B2B Career Advice: „When looking for your next move, don’t make compromises when it comes to the role, the people, or the company. Find a role where you can make the biggest difference. Work with people who share your values. Choose a company that’s doing good in the world.“

Tim BourgeoisTim Bourgeois is now Head of Demand Generation at Inrupt

Katrina NealKatrina Neal is now Campaign Strategy Manager, EMEA at Adobe

Andrew MoravickAndrew Moravick is now Senior Marketing Manager at MarketingProfs

Cindy HeidebluthCindy Heidebluth is now Senior Marketing Manager at Icon Solutions

Claire LuinstraClaire Luinstra has been promoted to associate director, client accounts, at TopRank Marketing.

B2B Career Advice: „Don’t be afraid to set big goals for your career. Talk to leaders in the future roles you want and research what it takes to get there and be successful. Once you have the data, you can engineer a path to reach your goals. Along the way, empower yourself to revisit your plan and update it as needed.“

Michelle HermanMichelle Herman is now VP of Marketing at Conviva

Jacob PomplunJacob Pomplun is now Chief Growth Officer Nerdery

Graeme McKeeGraeme McKee is now VP of Marketing at Systal Technology Solutions

Lauren MargraveLauren Margrave has been promoted to Director, Programs and Executive Marketing, Americas, at VMware.

B2B Career Advice „I have three key philosophies to my career growth:

One — Take risks and be bold. Your peers and your leaders notice individuals who step-up for the greater good; they also notice who does not. Be the one for the greater good.

Two — Remember to set healthy boundaries – your career can flourish – be smart on where you invest your time.

Three — Reach back to help those that follow you.“

Caitlin OroszCaitlin Orosz is now Marketing Director at Bungee Tech

Chris MoodyChris Moody is now Head of GTM Thought Leadership at Demandbase

Greg TuckerGreg Tucker is now Vice President of Growth Marketing at FreightWaves

Sarah LeitzSarah Leitz is now Chief Marketing Officer at SkySpecs

Ramon RayRamon Ray has taken a new position as publisher at ZoneofGenius.com.

B2B Career Advice: „The best marketers realize that we are not ‚marketers‘ we are humans, communicating with humans. When we do our best to convey the human emotion, need, desire and connection that our products are about, we will win. Human to Human connections is what marketing is all about.“

Christine NurnbergerChristine Nurnberger is now Chief Marketing Officer at ExtraHop

Lisa Marcyes has taken a new position as head of social media at Cohesity.

Ed KellerEd Keller has taken a new position as senior advisor at Focaldata.

Debbie FriezDebbie Friez has been promoted to senior manager, social and influencer marketing, at TopRank Marketing.

B2B Career Advice: „Always be looking for opportunities and networking (virtual networking is great, too).

Share you career hopes and ideas with the leadership at your organization, so you are not overlooked because you were shy.

I recently saw a post on social media suggesting women (and really everyone) should write down their wins and milestones all year long. Then, when it comes to your review time, you have a wealth of great information to share and not just the last two weeks of accomplishments.“

Todd FriesenTodd Friesen has been promoted to vice president of SEO, marketing operations and digital experience, at Vimeo.

Clare CarrClare Carr has taken a new position as vice president of enterprise marketing at Chief.

David FisherDavid Fisher has taken a new position as global social selling lead, senior sales enablement specialist, at SAS.

Maureen JannMaureen Jann has taken a new position as senior content manager, financial services and healthcare, at Twilio.

B2B Career Advice: „Quitting can be a gift. My burnout adventure helped me see that I have the opportunity to build my career with more magic and joy at the root of it. Give yourself the opportunity to intentionally redesign the way you want work to fit into your life.“

Alison HerzogAlison J. Herzog has been promoted to head of global corporate marketing, acceptance solutions, at Visa.

Tiffany DuncanTiffany Duncan has taken a new position as senior director of corporate marketing at Solera, Inc.

Christopher WhiteChristopher White has been promoted to director, head of new to credit marketing, at Capital One.

B2B Career Advice: „Focus on driving real, measurable business results (not vanity metrics) and follow-up with clear storytelling on how you did it. Titles and higher salaries will follow.“

Tim SchmoyerTim Schmoyer has taken a new position as chief creator coach at vidIQ.

Jessica Martin
Jessica Martin has taken a new position as senior manager, growth marketing, at Honeycomb.io.

B2B Career Advice: „There’s never been a better time for marketers to have their cake and eat it too. In this job market, you can be picky, find your people, and get the paycheck you deserve. Don’t settle!“

Joy KatzJoy Katz has taken a new position as partner manager, North America cloud and technology, alliances and channels, at Oracle.

Kaelin McGillKaelin McGill has been promoted to account director, Creative Studio, at LinkedIn*.

Bob SparkinsBob Sparkins has been promoted to manager of partnerships and education at Leadpages.

Monica WrightMonica Wright has taken a new position as director of global demand generation at StreamSets Inc.

B2B Career Advice: „Culture can make or break an opportunity – it attracts people and business. Trusting and valuing the teams you work with is everything, so be transparent. Surround yourself with people much smarter than you, and not only will you rise to the challenge, you’ll always be learning.“

Thanks To Each of These Inspiring Leaders For Helping Elevate the B2B Marketing Industry

We extend many thanks to each of the talented B2B marketing professionals we’ve featured here, who have all recently been promoted or taken on new industry positions. We’re certain that you’ll elevate and reach new heights when it comes to the performance and success you’ll deliver in your new roles.

You can find our previous edition of B2B Marketers on the Move here.

If you’re looking for a new change of your own, take a moment to check out our own list of current job openings at TopRank Marketing on our careers page.

*LinkedIn is a TopRank Marketing client.

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