Maggio, 2023

22 years in Internet terms is akin to centuries in analog terms, yet that’s how long our team at TopRank Marketing has been driving digital marketing success for some of the world’s leading B2B brands.

Through our award-winning blog — launched in 2003 — our agency website, which began in 2001, and our other brand channels, we’ve helped inform and inspire generations of B2B brand professionals.

We’ve been here since the digital dawn of B2B influencer marketing, led by our uniquely capable CEO and co-founder Lee Odden, helping to define B2B influence as a strategic discipline and to develop a network of B2B technology subject matter experts, all while creating some seriously inspiring content along the way.

From Adobe and LinkedIn to 3M, SAP, Oracle, Dell Technologies and a virtual who’s who of other Fortune 500 companies, we’ve helped elevate B2B marketing using the power of influence  alongside award-winning content and influencer marketing, search engine optimization, and social media solutions.

As we forge ahead to marking a quarter century of trust, innovation and excellence in 2026, we wanted to take a brief look at some of the highlights from our extensive digital marketing legacy.

As Winston Churchill famously said, “The farther backward you can look, the farther forward you are likely to see,” — a sentiment echoed decades later by the late Dr. Carl Sagan who was keen to observe that, “You have to know the past to understand the present.”

[bctt tweet=”“The farther backward you can look, the farther forward you are likely to see.” — Winston Churchill” username=”toprank”]

Let’s jump right in and explore some of the history that has made TopRank Marketing one of the world’s most trusted names in B2B marketing.

1 — 22+ Years of Bringing B2B Brand Trust to Life

For 22 years our website has brought to life the many stories, innovations and successes that we have helped our clients large and small achieve.

Our client LinkedIn launched all the way back in 2003, and in the years since has grown to become the world’s top professional social media network with more than 930 million members, as Tequia Burt, editor-in-chief at the LinkedIn Collective and LinkedIn Ads Blog recently commemorated in “How LinkedIn Has Evolved as a B2B Marketing Tool in Two Decades.”

Who was there before LinkedIn launched? You guessed it — as TopRank Marketing pre-dated it by some two years, which goes to show just how much of a history we have when it comes to building trust and delivering innovation in B2B marketing.

How has the B2B marketing landscape changed over the past 20 years?

Lee — along with a stellar selection of other B2B marketing industry leaders — recently shared thoughts as LinkedIn reflected on its first 20 years, in “Marketing Leaders Reflect on 20 Years of LinkedIn.”

“Overwhelming choices, information overload and continued trust issues will make relevance and trust even more important for B2B brands in the future,” Lee cautioned.

“B2B marketers that engage their communities on LinkedIn will build the relationships necessary to stay top of mind in a meaningful way and be the most relevant and trusted when buyers are in-market to buy,” Lee also observed.

[bctt tweet=”“B2B marketers that engage their communities on LinkedIn will build the relationships necessary to stay top of mind in a meaningful way and be the most relevant and trusted when buyers are in-market to buy.” — Lee Odden @LeeOdden” username=”toprank”]

Lee’s observations serve as a microcosm of not only how LinkedIn has changed over the past 20 years, but the B2B marketing industry as a whole, as we’ve ceaselessly and carefully explored on our own website and blog for more than two decades.

2 — 20+ Years of Award-Winning B2B Marketing Blog Coverage

We’re celebrating the twentieth anniversary of our award-winning TopRank Marketing blog this year, and with more than 4,600 thoughtfully crafted articles covering the broad world of B2B marketing, it’s a good time to step back and reflect on a robust digital marketing history that is hard to match.

Over our blog’s two decades dozens of top B2B marketing professionals have contributed to ongoing efforts to document the latest industry trends and innovate with original and data-backed writing.

Penning the first blog post back in 2003 all the way through to recent articles, Lee has published more than 2,100 insightful takes on the B2B marketing industry — a milestone of consistency that few can match, with no signs of slowing down as we grow, elevate, and reach new heights.

2003 was a foundational year for blogging, yet it’s the rare blog that has continuously published straight through to 2023, such as Barry Schwartz’ Search Engine Roundtable and Search Engine Journal founded by Loren Baker.

I recently published my 500th post at TopRank Marketing, and by the time I joined the team here in 2018, I’d had a long career in online communications including more than 1,000 blog posts as lead editor at Brett Tabke’s Pubcon, WebmasterWorld, and Search Engine World, and before that countless articles published in the pre-Web computer bulletin board days during which I got my start in 1984.

[bctt tweet=”“We’re celebrating the twentieth anniversary of our award-winning TopRank Marketing blog this year, with more than 4,600 thoughtfully crafted articles covering the broad world of B2B marketing.” — Lane R. Ellis @lanerellis” username=”toprank”]

3 — 2+ Decades of Amplifying Voices & Celebrating B2B Marketers

People undoubtedly make the B2B marketing magic happen at TopRank Marketing, and for over 22 years, our team of extraordinary professionals have consistently delivered exceptional content for top B2B technology and enterprise brands.

Some have been here since day one, some are new to the TopRank Marketing adventure, and others have gone on to found successful start-ups and to lead as top corporate executives at some of the world’s top technology companies.

TopRank Marketing has been the new home to ex-Google professionals, and played a role in developing the careers of a varied array of talented people from interns to executives.

Throughout the year we regularly make a point of taking the time to honor and congratulate B2B marketing leaders who are making a difference and who have seen career advancement, in our Marketers on the Move series.

We’ve also been honored to publish a variety of lists throughout the year honoring top women in marketing — a tradition we’ve had each since since 2010 — along with regular selections of top B2B marketing industry influencers to follow and learn from.

Our Elevate B2B Marketing Podcast is another way we seek to inspire and celebrate top B2B marketers, featuring industry innovators such as recent episodes with author and speaker Pam Didner, Ty Heath, director of market engagement at The B2B Institute at LinkedIn, and Ann Handley, chief content officer at MarketingProfs.

Across all our brand channels, we’re committed to sharing content that is optimistic, ambitious, and authentic — with unique takes on the B2B marketing industry that strive to be equal parts informative and inspiring.

The amazing community of people who have made our growth, longevity and the success of our clients possible combine to form the B2B marketing engine that has powered TopRank Marketing since 2001.

[bctt tweet=”“The amazing community of people who have made our growth, longevity and the success of our clients possible combine to form the B2B marketing engine that has powered TopRank Marketing since 2001.” — Lane R. Ellis @lanerellis” username=”toprank”]

Onward & Upward To Newfound B2B Successes

via GIPHY

Thank you for being there with us for this brief look back, and for sticking with us over the past 22 years. With such a robust digital marketing history, it’s not the past that excites us the most, but the vast opportunities the future holds in store for us all — one that has a strong foundation in place to elevate our efforts with top B2B brands during our next decades of success.

We’re excited about the future of influence in B2B marketing, and how uniquely human elements are becoming key differentiators in the face of purely AI-driven marketing efforts. We see B2B marketers who use AI for increased efficiency and not to replace smart content created by real people as playing an increasingly important role in the years and decades ahead.

We have exciting new initiatives on tap that we’re looking forward to unveiling in the coming weeks — plans that expand on and honor the 22-year history of B2B marketing client success we’ve looked at here. Stay tuned, and in the meantime you can keep up with our latest by following TopRank Marketing on LinkedIn, Twitter, Instagram, Facebook, YouTube, and other platforms.

More than ever before, creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why more brands are choosing to work with a top digital marketing agency such as TopRank Marketing. Reach out to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and many others.

The post TopRank Marketing’s 22+ Years of Helping B2B Brands Drive Success appeared first on B2B Marketing Blog – TopRank®.

Prendete il vostro smartphone, se potete, e usatelo per visitare una qualsiasi
pagina del Web: noterete che a sinistra del nome del sito che state visitando
c’è l’icona di un lucchetto. Sapete spiegare che cosa significa quel lucchetto?

Se avete risposto che indica che il sito che state guardando è sicuro e
affidabile, avete sbagliato, ma consolatevi: la maggior parte della gente
sbaglia allo stesso modo. Secondo uno
studio condotto da Google
nel 2021, solo l’11% delle persone conosce il vero significato di quest’icona,
e anzi molti utenti non sanno neppure che quest’icona è cliccabile. Anche altri
studi hanno
confermato la
diffusione molto ampia di questo equivoco. Ed è per questo che Google ha
annunciato
che ai primi di settembre 2023 l’icona del lucchetto verrà sostituita da un altro
simbolo in Chrome per dispositivi Android e sparirà del tutto su Chrome per iPhone e iPad.

È un cambiamento importante, che rispecchia il cambiamento altrettanto grande
che ha coinvolto tutta Internet negli ultimi anni. L’icona del lucchetto
indica che il sito viene visitato usando una connessione cifrata e quindi i
dati che vengono scambiati non sono intercettabili o alterabili da parte di
terzi. Una funzione preziosa, per esempio, per qualunque sito che gestisca
dati personali o soldi, come i siti di acquisti o di gestione dei conti
bancari.

Questa connessione cifrata, indicata dalla sigla HTTPS, è stata introdotta
oltre vent’anni fa, ma è rimasta a lungo una rarità e veniva appunto segnalata come una
protezione aggiuntiva da tutti i browser, da Internet Explorer a Safari,
grazie all’icona del lucchetto. Ma oggi la connessione cifrata è diventata la
norma, per cui quest’icona è quasi sempre presente sullo schermo e quindi ha
perso la propria utilità informativa: anzi, secondo Google è diventata
pericolosa, perché oggigiorno anche i siti dei truffatori
offrono connessioni
cifrate e quindi fanno comparire sullo schermo il lucchetto. Lo fanno perché
contano sul fatto che moltissimi utenti penseranno che il lucchetto sia un
indicatore di autenticità o affidabilità. Ma non lo è affatto.

Se usate Google Chrome, insomma, preparatevi al fatto che tra poco l’icona del
lucchetto verrà sostituita, sui computer e sui tablet e smartphone Android, da
un simbolo molto differente: due cerchietti e due trattini, che dovrebbero
rappresentare delle regolazioni o impostazioni. L’icona sarà cliccabile per
avere maggiori informazioni sul sito visitato e sulla protezione delle
comunicazioni con quel sito, esattamente come prima. Sui tablet e smartphone
Apple, invece, l’icona sparirà completamente. E visto che Chrome è uno dei
browser più usati e quello che fa Chrome fa tendenza, è probabile che anche le
altre app di navigazione adotteranno presto un cambiamento analogo.

Preparatevi insomma per questo cambiamento a settembre, e nel frattempo
ricordate che già adesso l’icona del lucchetto, in qualsiasi browser, non
indica che un sito è autentico o fidato, ma significa soltanto che la
comunicazione con quel sito è protetta dalla crittografia. Vuol dire
che magari state comunicando con dei truffatori, ma lo state facendo in
maniera protetta. Magra consolazione, lo so: forse sarebbe meglio non comunicare
affatto con certa gente.

 

Fonti aggiuntive:
Ars Technica,
Engadget.

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