B2B Marketing News: B2B Marketers’ Biggest Buyer Challenges, LinkedIn’s New Articles For Pages, Instagram Gets Montage Feature, & YouTube Updates Analytics

2021 September 17 MarketingCharts Chart

2021 September 17 MarketingCharts ChartLinkedIn Rolls Out Articles for Pages
Microsoft-owned LinkedIn (client) has launched a new feature that gives pages the ability to share long-form content on the professional social platform, an addition that comes amidst an array of other new features including an enhanced LinkedIn Live Events experience for creating more robust virtual events, the company recently announced. Adweek

Instagram is Developing a New ‘Montage’ Feature to Convert Stories to Reels, New ‘Favorites’ Listing
Facebook-owned Instagram has been testing a new option intended to make it easy for digital marketers to convert existing Instagram Stories content into brief Reels video clips, including automatically synced audio. New tool options for signaling favorite audience selections have also recently undergone testing on the platform — both changes that could eventually enhance how marketers use Instagram. Social Media Today

Study: Podcast Advertising Drives Sales
33 percent of podcast listeners say that podcast advertising is a good way for brands to reach them, a figure that climbs to 42 percent for the most frequent podcast listeners, while 32 percent of podcast listeners say that they have made purchases in the technology category, according to recently-released survey data. MediaPost

YouTube Adds Traffic & Revenue Data to Mobile Analytics
Google’s YouTube platform has rolled out additional analytics information that can now be found using YouTube’s Studio Mobile app, including monthly and transactional revenue reporting, along with a report showing the performance of various traffic sources, previously only available using the desktop-based dashboard, YouTube recently announced. Search Engine Journal

2021 TopRank Marketing B2B Influencer Marketing Survey Image

Reddit Launches New Updates for its Ad Platform, Including Bid Recommendations
Social news aggregator and discussion platform Reddit has added several new features to its advertising creation program as it seeks to attract more brands, including upgraded editing capabilities, the addition of ad bidding recommendations, and better bulk ad editing features, Reddit recently announced. Social Media Today

Chat App Discord Is Worth $15 Billion After New Funding
Online communications portal Discord has seen growth that has attracted an increasing number of brands, and $500 million of new financing has raised the value of Discord to some $15 billion, a figure twice that investors gave the firm in 2020 — growth that has spurred more business users and advertisers to explore the emerging platform. BNN Bloomberg

Twitter Expands Access to Professional Profiles and Ticketed Spaces
With an expanded Professional Profiles test opening to more brands, Twitter has continued its initiative to provide businesses greater exposure on the platform, a move that has also now given more users access to Twitter’s Ticketed Spaces — its Clubhouse-like voice conversation offering, the company recently announced. Social Media Today

Advertising Emerges As Fastest-Growing Source Of Recorded Music Revenues
During the first half of 2021 advertising-supported on-demand audio streaming services saw a 54.3 percent increase in revenue over the same period in 2020, a jump that makes it the fastest-growing segment of the U.S. music industry, according to recently-released data from the Recording Industry Association of America (RIAA) of interest to digital marketers. MediaPost

2021 September 17 Statistics ImageLinkedIn Launches ‘Dark Mode’ on Mobile and Desktop
Increased accessibility, inclusivity, and reduced eye-strain-inducing blue light are among the aims for LinkedIn’s (client) new dark mode option, being rolled out to the professional platform’s users — which numbered over 774 million according to the firm’s latest publicly-released figures. Social Media Today

What Are B2B Marketers’ Biggest Challenges with Buyers?
63 percent of B2B marketers have said that understanding the changing needs and requirements of buyers was their top challenge, followed by 57 percent who saw finding the correct time to engage on the right channel their biggest challenge — two of several statistics of interest to online marketers in newly-released survey data. MarketingCharts

ON THE LIGHTER SIDE:
2021 September 17 Marketoonist Comic Image

A lighthearted look at the “share of voice” by Marketoonist Tom Fishburne — Marketoonist

What the Pandemic Pet Boom Means for Marketers — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Upgrade and Enhance — LinkedIn (client)
  • Lee Odden — Content Marketing 101: What It Is & What Your Content Needs to Do — Mark Armstrong
  • Lee Odden — 12 Insightful Marketing Content Curation Guides — Marx Communications

Have you come across your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us to explore this week’s TopRank Marketing B2B marketing news, and we hope that you will again return next Friday for more of the week’s 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 Marketers’ Biggest Buyer Challenges, LinkedIn’s New Articles For Pages, Instagram Gets Montage Feature, & YouTube Updates Analytics appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Why B2B Marketers Thrive On LinkedIn, More Advertisers Applying Brand Values, Reddit Talk Rolls Out, & Ad Market Expands 43%

2021 August 27 MotionCue Chart

2021 August 27 MotionCue ChartWhy B2B Marketers Build on LinkedIn [Infographic]
96 percent of B2B marketers distribute content on LinkedIn (client), which has surpassed the 774 million member mark, including the presence of 97 percent of all Fortune 500 firms — two of numerous statistics of interest to digital marketers contained in newly-released infographic data. Social Media Today

CMO-CIO Relationship Needs Tightening To Improve Performance: CMO Council Report
Just 23 percent of firms rate their CMO-CIO working relationships as very effective, while 60 percent of CMOs who have very effective relationships with IT say that they utilize multi-year strategic planning, according to recently-released survey data of interest to online marketers. MediaPost

Most Marketers Say They’re Not Getting the Most Out of Their Marketing Automation Tools. Why?
39 percent of marketers see lack of training and resources as the top challenge to fully utilizing marketing automation tools, followed by 32 percent who view lack of management resources at the biggest barrier, according to newly-released report data. MarketingCharts

YouTube Overhauls Search Results
Google’s YouTube has begun a mobile test that incorporates Google search results to augment YouTube’s traditionally video-only SERPs, in a move that may eventually roll out to all users, while also implementing several other new YouTube search-related updates, YouTube recently announced. Search Engine Journal

Twitter Announces Coming DM Improvements, Including Multi-DM Sharing and Updated Navigation
Twitter has rolled out the ability to share a private message to multiple Twitter users, along with changes to how direct messages on the platform are formatted, both part of several additional new related features, Twitter recently announced. Social Media Today

82% of advertisers apply brand values to media spending decisions, survey finds
Over the past year there has been a 20 percent increase in advertisers that apply brand values to media spending, while some 59 percent of advertisers say they will downgrade a media partner because of trust factors — two of several statistics of interest to digital marketing contained in recently-released report data. Marketing Dive

2021 August 27 Statistics ImageAd Market Expands 43% In July, Smaller Categories Outpace Top 10
For the fifth month in a row the advertising economy in the U.S. has grown, with July seeing a 43.3 percent increase in year-over-year ad spending, according to newly-released ad tracking index data of interest to online marketers. MediaPost

LinkedIn Publishes New Guide to Effective Brand Building on the Platform
B2B marketers who publish on LinkedIn (client) have been given new data on the most effective use of the Microsoft-owned platform for brand-building initiatives, with the launch of a new brand strategy guide, the firm recently announced. Social Media Today

Reddit unveils its Clubhouse clone, Reddit Talk
Social news aggregator and discussion platform Reddit has launched its audio-call-based communication app offering features similar to Clubhouse, a move that gives marketers new options for utilizing the platform, Reddit recently announced. TechCrunch

2021 Survey Reveals How Marketers Take Advantage of Video
28 percent of marketers say that building brand awareness is the number one objective when it comes to using digital video, followed by 24 percent that find explaining products the top goal, and 18 percent who consider increasing sales and traffic as leading objectives, according to newly-released survey data. Business 2 Community

ON THE LIGHTER SIDE:
2021 August 27 Marketoonist Comic

A lighthearted look at the “this meeting could have been an email” by Marketoonist Tom Fishburne — Marketoonist

Deleting Unwanted Emails Every Day For Rest of Life More Convenient Than Clicking Twice to Unsubscribe Forever — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • LinkedIn Learning Solutions — Companies Are Opening Their Doors Again. How Do Employees Feel About Going Back? — LinkedIn (client)
  • TopRank Marketing — Top 70 Influencer Marketing Blogs and Websites — Feedspot

Have you found your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Why B2B Marketers Thrive On LinkedIn, More Advertisers Applying Brand Values, Reddit Talk Rolls Out, & Ad Market Expands 43% appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: New B2B Intent Data Research, More Marketers Changing Digital Strategy, & LinkedIn’s New Video Meetings & Profile Ratings

2021 August 20 Intensify Chart

2021 August 20 Intensify ChartAlmost Half of B2B Orgs Say It’s Become More Difficult to Close Deals
Finalizing B2B deals has become more difficult since the pandemic began, with some 46 percent of B2B organizations citing buying decisions being placed on hold as the primary cause, while 43 percent said that their organization viewed buyer re-prioritization as the top reason, followed by budget cutting, according to recently-released survey data. MarketingCharts

Marketing’s Tech-tonic Shift: 90% Have Changed Their Digital Strategies [Salesforce Study]
66 percent of marketing leaders expect revenue growth in the coming 12 to 18 months, with the top portions of B2B marketing budgets being spent on advertising, tools and technology, account based marketing (ABM), content, and staffing, according to newly-released survey data of interest to digital marketers. MediaPost

LinkedIn Adds Ratings & Reviews to User Profiles
Microsoft-owned LinkedIn has begun offering both reviews and ratings to user profiles, with a new services profile element that can now include a range of past client review and ratings features, and users initially receiving 20 review invitation credits, LinkedIn (client) recently announced. Search Engine Journal

Marketers Come Up Short In Perceived Value, Study Shows
Marketers see their department as coming in sixth when it comes to experiencing a lack of respect within their organization, behind sales, production, operations, human resources, and accounting, according to recently-released study data. MediaPost

TikTok Announces New Partnerships with Vimeo and Canva to Streamline Content Creation
Short-form social video platform TikTok has released new integration to its TikTok Ad Manager that expands ad-building options to more easily incorporate content from creation platforms Canva and Vimeo, the firm recently announced. Social Media Today

Google Removes The Rich Result Type From The Performance Reports
Google has removed the more generic form of its rich result search appearance data from its Search Console programming API — finalizing a move first mentioned in May, as the search giant has moved to providing more refined and less general breakout data, Google recently announced. SEO Roundtable

2021 August 20 Statistics ImageTwitter is Testing a New Option Which Would Enable You to Remove Specific Followers from Your Audience
Twitter has begun testing a method for users to less conspicuously remove unwanted followers from an account’s audience — an alternative to a brute force blocking approach that may offer digital marketers a more subtle solution, the firm recently announced. Social Media Today

LinkedIn Launches Native Video Meetings
LinkedIn has released new options for users to hold one-on-one video meetings directly within its platform, utilizing parent company Microsoft’s Azure Communication Services technology to provide a slew of powerful video conferencing features, with additional functionality such as screen sharing and virtual backgrounds planned for future updates, the firm recently announced. Search Engine Journal

SMT Expert Series: Keren Baruch Discusses LinkedIn Content Trends and Creator Tools [Interview]
Social Media Today recently interviewed LinkedIn’s Keren Baruch, who offered a range of insight into Creator Mode and other recent LinkedIn (client) content creation tools of interest to digital marketers. Social Media Today

The Biggest Benefits of Intent Data for B2B Marketers [Survey]
64 percent of B2B marketers say that digital advertising is the highest performing use case for intent data, followed by 44 percent who said customer account expansion was the most impactful use, and the same percentage who noted that account identification was the best usage scenario — one of several statistics of interest to online marketers contained in newly-released intent data survey results. MarketingProfs

ON THE LIGHTER SIDE:
2021 August 20 Marketoonist Comic

A lighthearted look at the “brand fatigue and brand consistency” by Marketoonist Tom Fishburne — Marketoonist

The Netflix-Experience Is The New B2B Standard — Forbes

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lane R. Ellis / TopRank Marketing — 5 Top Customer Service Articles of the Week 8-16-2021 — Shep Hyken
  • Lane R. Ellis — 10 Ways to Step Up Your Marketing and Brand Building by Using the Best Tools Available — Small Business Trends
  • Lee Odden — Q4 PPC Planning: SMB B2B Tactics — Clix

Have you found your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: New B2B Intent Data Research, More Marketers Changing Digital Strategy, & LinkedIn’s New Video Meetings & Profile Ratings appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Digital Ad Spend Jumps, Zoom Buys Five9, B2B CMO Trends, Influencer Marketing Spending Up 33%, & Brands Join Discord

2021 August 13 Forrester Chart

2021 August 13 Forrester ChartB2B US Digital Ad Spend Forecast for 2021-2023
Digital advertising spending in the U.S. is expected to nearly triple from 2018 levels, to some $14.57 billion by 2023, with $5.09 billion expected to be spend on display adverting in 2021 — a 32.6 percent increase from 2020, according to newly-released forecast data. MarketingProfs

Zoom Initiates $14.7B Acquisition Of Five9
Zoom has agreed to purchase Five9, with the $14.7 billion addition of the contact center as a service (CCaaS) firm poised to augment Zoom’s enterprise offerings, the firms recently announced. Demand Gen Report

Spotify ties Nielsen demos to audience measurement on podcasts
Spotify has released a new podcast measurement tool utilizing Nielsen audience demographic data, in an expanded collaboration that is set to provide additional insights to podcast marketers through Spotify’s Megaphone advertising unit, the firm recently announced. Campaign US

Google restricts ad targeting of under-18s
Gender and interests will join age as some of the ad targeting factors Google will be able to block as part of its newest advertising restriction policy, with additional changes coming to the firm’s YouTube property, the search and advertising giant recently announced. Reuters

Influencer Marketing Spend Forecast to Grow by A Third This Year
Influencer marketing spending is expected to reach $4.62 billion in the U.S. by 2023, with 2021 expected to see $3.69 billion in spend, according to recently-released influencer marketing forecast data of interest to digital marketers. MarketingCharts

YouTube Tests New Insights Around ‘Evergreen’ Videos in Studio Analytics
Google’s YouTube has announced that it is testing a new option that provides a detailed new look at how older video content performance has changed over time, among other changes YouTube recently announced. Social Media Today

2021 August 13 Statistics ImageEmail Ranks Second As A Customer Support Channel, Study Finds
23 percent of U.S. customer support professionals said that email was their busiest channel, being utilized by some 77 percent, and behind only phone communication — one of several statistics of interest to online marketers contained in recently-released survey data. MediaPost

How Discord is luring brands like Jack in the Box, Chipotle and AllSaints
Online communications portal Discord has seen growth that has attracted an increasing number of brands, and with a recently valuation of $7 billion and over 150 million users, more B2B brands may look to begin experimenting with Discord in marketing efforts. AdAge

Twitter Launches Updates ‘Agency Playbook’ to Guide Marketers on Tweet Ads Best Practices
Twitter has rolled out a new agency playbook that includes a variety of case studies and other examples for marketers looking to utilize the social media platform’s various ad formats, Twitter recently announced. Social Media Today

B2B CMOs Chart New Paths To Growth Post-Covid [SURVEY]
56 percent of B2B marketing decision-makers said that they see improving customer experience (CX) as becoming their most important business strategy focus over the next two years — one of numerous insights of interest to digital marketers contained in newly-released Forrester report data. Forrester

ON THE LIGHTER SIDE:
2021 August 13 Marketoonist Comic

A lighthearted look at the “sea of sameness” by Marketoonist Tom Fishburne — Marketoonist

The Commodore Amiga Gets A Mini Version — Kotaku

Sending Smiley Emojis? They Now Mean Different Things to Different People — Wall Street Journal

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Engage and Connect — LinkedIn (client)
  • Lee Odden — 99 Marketing Quotes to Inspire Greatness — LinkedIn (client)

Have you come across your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll come back next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Digital Ad Spend Jumps, Zoom Buys Five9, B2B CMO Trends, Influencer Marketing Spending Up 33%, & Brands Join Discord appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: LinkedIn Buys Jumprope, B2B Tech Buying Trends, YouTube SEO Study, Nielsen’s Cookie Alternative, & Google’s Record Ad Revenue

2021 August 6 LinkedIn Chart

2021 August 6 LinkedIn ChartLinkedIn Acquires Tutorial Video App Jumprope as it Looks to Expand its Creator Tools
Microsoft-owned LinkedIn (client) has acquired video tutorial creation app firm Jumprope, with the array of creator tools from the acquisition set to help enhance LinkedIn Learning and other areas of the professional social media platform, the company recently announced. Social Media Today

Google parent Alphabet reaches record quarterly revenue, profit in ad boom
Google and its parent firm Alphabet saw an especially strong 70 percent increase in advertising revenue during the second quarter of 2021, the company recently disclosed. That equates to some $560 million is advertising revenue per day during the quarter, and a year-over-year increase of 62 percent, rebounding from the firm’s only revenue decline a year ago due to the global health crisis. Reuters

3 in 4 B2B Marketers Are Planning Hybrid Events — Here Are Their Perceived Challenges
Providing digital events as good as in-person ones is the leading hybrid event challenge faced by B2B marketers, followed by logistical obstacles and convincing attendees to come to physical events, according to newly-released survey data of interest to digital marketers. MarketingCharts

LinkedIn to B2B marketers: It’s time to build your brand
B2B firms can benefit from building greater brand awareness, according to recently-released report data from LinkedIn, which also revealed that some 4 out of 5 U.S. B2B buyers would reconsider purchasing from a brand that they had previously rejected. Campaign US

Nielsen unveils solution for cookieless media measurement
Nielsen has disclosed information about its forthcoming alternative to browser cookie media measurement, with a new solution that will combine machine-learning techniques with available first-party data, the firm recently annnounced. AdAge

Display & Video 360 gets new frequency and reach metrics
Google has recently added an array of new visual overview data to its Display & Video 360 enterprise advertising and analytics platform, in a change that is set to smooth the job of marketers using the product across various channels. The new views offer real-time glimpses of reach — gleaned partially from DV360’s log data — when it comes to a campaign’s performance, and is also set to make it easier to find the highest performing programmatic advertising campaigns.Search Engine Land

2021 August 6 Statistics ImageAmazon’s ads business posts 87% growth
Amazon saw year-over-year advertising and other revenue rise by 87 percent during the second quarter of 2021, topping the $7.9 billion mark, the firm recently announced — representing an increase surpassing the 77 percent grown it recorded during the first quarter of the year. CNBC

Twitter Adds New Spaces Sharing Options, New Search Tools to Improve Spaces Discovery
Twitter has given its Spaces live audio conversation feature an array of new engagement and search features intended to raise brand content awareness, the social media platform recently announced. Social Media Today

YouTube SEO Study: Insights & Data to Help You Rank Higher
As the world’s largest video platform, Google’s YouTube also represents an important search destination, and SEMrush recently examined how channel size and other data-driven factors play a role in search engine optimization (SEO) success, in the firm’s newly-released YouTube SEO study. SEMrush

LinkedIn Shares New Insights into Key Tech Buying Trends, and the Impacts of the Pandemic
42 percent of B2B technology buyers are likely to either increase or maintain overall technology spending compared to pre-pandemic levels — one of numerous findings of interest to digital marketers contained in recently-released study data from LinkedIn. Social Media Today

ON THE LIGHTER SIDE:
2021 August 6 Marketoonist Comic

A lighthearted look at the “media planning” by Marketoonist Tom Fishburne — Marketoonist

Google’s ‘time crystals’ could be the greatest scientific achievement of our lifetimes — TNW

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Analyzing the Analyst: A Guide to Holistic Analytics for Tracking the Right Metrics — MarketingProfs
  • Joshua Nite — What’s Trending: Shake Things Up — LinkedIn (client)

Have you found your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll come back next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: LinkedIn Buys Jumprope, B2B Tech Buying Trends, YouTube SEO Study, Nielsen’s Cookie Alternative, & Google’s Record Ad Revenue appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Ad Spending Sizzles, Salesforce Slack Buy Complete, C-Suite Marketing Survey, & Clubhouse Opens To All

2021 July 30 Demand Gen Reportl Chart

2021 July 30 Demand Gen Reportl ChartUS B2B ad spend set to pass $30b in 2023, nearly half the dollars will go to digital
In the U.S. alone B2B advertising spending is expected to top $30 billion by 2023, with almost half going to digital, while display advertising spending is expected to surpass that of search advertising by 2023 — two of several insights of interest to digital marketers in newly-released forecast data. The Drum

Salesforce completes $27.7B Slack acquisition
Salesforce has put finishing touches on its $27.7 billion acquisition of business communication platform Slack, with the now-official purchase set to combine Salesforce’s data platform Customer 360 with Slack, Salesforce recently announced. Venture Beat

Zenith: Online Video To Lead 2021 Global Ad-Spend Growth, At +26%; Digital To Take 58% Share Of Total
2021’s most robust growth in global digital advertising spend is set to come from online video, climbing some 26 percent to $63 billion, according to recently-released forecast data. Overall ad spending growth is expected to reach 6.9 percent in 2022 and 5.6 percent in 2023, the forecast data also shows. MediaPost

Twitter Posts Steady Increases in Users and Revenue for Q2, with Good Growth in Ad Spend
Twitter saw an 11 percent rise in its monetizable daily active user (mDAU) count compared to last year, an increase of some 7 million users since the first quarter of 2021, while also recording a 69 percent increase in international revenue, Twitter recently announced. Social Media Today

C-Suite Survey: The Top 5 Marketing Org Deficiencies
84 percent of senior management executives say they are interacting either closely, regularly, or increasingly with marketing teams, while 52 percent noted that interim or fractional marketing leaders bring new thinking, ideas, and innovations to marketing departments, according to recently-released survey data. MarketingProfs

Clubhouse is now out of beta and open to everyone
After a year of restricted waiting-list access, and following up on May’s Android version release, audio-call-based communication app Clubhouse has opened its digital doors to the public, accompanied by an updated logo, the firm recently announced. TechCrunch

2021 July 30 Statistics ImageConsumers want control, not ad blocking, in online advertising
80 percent of consumers say they don’t trust online ads, and 74 percent report that they hate them, while 67 percent of the Gen Z demographic said that online ads serve an important purpose — two of several findings of interest to online marketers contained in recently-released survey data. AdAge

Google now shows why it ranked a specific search result
A new list of factors taken into account by Google for individual search results has been launched by the search giant, highlighting some of the top areas businesses can look to for improving their search rankings, Google recently announced. Search Engine Land

2021 U.S., Worldwide Consensus Jumps On Zenith Ad Revisions
Global and U.S. advertising spending forecasts for 2021 have recently gotten stronger, with worldwide ad spend growth predicted to reach 13.1 percent and U.S. growth 14.6 percent, each revised to greater levels than earlier predictions, according to joint forecast data from Dentsu, GroupM, Magna, and Zenith. MediaPost

What B2B Buyers Want From Vendor Websites
When it comes to B2B buyers seeking insight from online vendors, the top three criteria affecting purchase decisions include easy website access to relevant content, pricing and competitive information, and site content that directly demonstrates expertise around industry needs — one of numerous findings of interest to digital marketers contained in newly-released B2B buyer research. MarketingProfs

ON THE LIGHTER SIDE:

2021 July 30 Marketoonist Comic

A lighthearted look at the “the personalization privacy paradox” by Marketoonist Tom Fishburne — Marketoonist

The Internet Is Rotting — The Atlantic

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Joshua Nite — What’s Trending: Shake Things Up — LinkedIn (client)
  • TopRank Marketing — How to Create Winning Sales-Enablement Content — Content Marketing Institute
  • Lee Odden — 8 Binge-Worthy Public Relations Podcasts — OnePitch
  • Lee Odden — 5 Things You Need To Know About Search Engine Optimization SEO — Wow Digital
  • TopRank Marketing — 101 Top Minnesota Social Media Companies and Startups of 2021 — BestStartup.us

Have you come across your own top B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll come back next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Ad Spending Sizzles, Salesforce Slack Buy Complete, C-Suite Marketing Survey, & Clubhouse Opens To All appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns

2021 July 23 Sprout Social Chart

2021 July 23 Sprout Social ChartUS influencer spending to surpass $3 billion in 2021
An increase of over 33 percent in influencer marketing spending is expected for 2021 — reaching $3.69 billion — recently-released forecast data shows, with a 12.2 percent rise predicted for 2022 and 11.5% in 2023, climbing to $4.62 billion, according to the forecast. eMarketer

Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products
As many as 95 percent of businesses aren’t presently in the market for most services and goods, however not in all sectors, according to newly-released data from client LinkedIn and its LinkedIn B2B Institute. Marketing Week examines the data, and interviews Jann Martin Schwarz, global head of the LinkedIn B2B Institute, on targeting long-term B2B marketing goals and more. Marketing Week

B2B Marketers’ Biggest Lead Gen Challenges
45 percent of B2B marketers find creating targeted and engaging content the most difficult challenge when it comes to lead generation, followed by difficulty gathering quality data at 43 percent, and managing and tracking leads at 38 percent, according to recently-released B2B marketing survey data of interest to digital marketers. MarketingProfs

Account-based marketing propelled forward by the pandemic
80 percent of B2B buyers plan to do more business online after the pandemic than they did during pre-covid times, while at the same time 77 percent say purchases have become more complex and challenging, with six to 10 people now comprising the median size of buying groups, newly-released survey data shows. MarTech

CMOs: Budgets, Resources Are Constrained, Digital Investments Most Popular
Digital commerce, marketing operations, brand strategy and marketing analytics are the top content marketing officer investments, according to Gartner’s latest CMO Spend Survey, which also showed that over 72 percent of total marketing budgets are now pure-play digital channels. MediaPost

Google Launches New Way to Optimize Videos For Search
Google has brought easier markup to video content hosted on brands’ own sites with the latest Google SeektoAction change, making non-YouTube video segmentation and chapters possible, the search giant recently announced, expanding the previous beta test of the feature to a wider audience. Search Engine Journal

2021 July 23 Statistics ImageAd Market Grows 35.2% In June, Marks Fourth Consecutive Month Of Expansion
Strong year-over-year growth has continued for the U.S. advertising economy, with June’s 35.2 percent increase in ad spending representing the third month in a row of growth, according to newly-released advertising index data of interest to digital marketers. MediaPost

Instagram Stories Drafts are Now Available to All Users
Crafting more thoughtful and detailed content is likely to become easier with the return of Instagram’s option to save Instagram Story drafts — a feature that had previously been removed, the Facebook-owned platform recently announced. Social Media Today

YouTube Begins Adding Chapters to Videos Automatically
Optional artificial intelligence (AI) generated video chapter splitting has come to certain eligible videos on Google’s YouTube platform, with the option being turned on by default, in an effort to provide a more helpful user experience, YouTube recently announced. Search Engine Journal

What Makes a Brand Best-in-Class on Social Media
Marketers and consumers hold differing viewpoints on the qualities that comprise best-in-class experiences on social media, with 48 percent of marketers noting that they saw audience engagement as the most important factor, while 47 percent of consumers said that they viewed strong customer service as the most important element, according to newly-released social media survey data. MarketingProfs

ON THE LIGHTER SIDE:

2021 July 23 Marketoonist Comic

A lighthearted look at the “back to the office” by Marketoonist Tom Fishburne — Marketoonist

Italian Museums Are Using AI Cameras to Determine if People Like the Art — PetaPixel

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Influencer Marketing In A B2B World – Don’t Miss Out! — Crowd Media
  • TopRank Marketing — Why Website Accessibility Is Critical To The Digital Experience — Dan Gingiss
  • Lee Odden — Top 45 Twitter Accounts on Marketing You Should Follow — Signum.ai

Have you located your own key B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B MarTech Spending On The Rise, More Brands Turn To Personalized Content, Microsoft’s New Multimedia Ads, & The Power Of B2B Storytelling

2021 July 16 MarketingCharts Chart

2021 July 16 MarketingCharts ChartTwitter’s Fleets Format To Disappear, Just Weeks After Ads Test Commenced
Twitter has abandoned its Fleets feature that automatically deleted messages in the format after 24 hours, noting that the format and its accompanying full-screen vertical ads, hadn’t performed as well as initially envisioned, the firm recently announced. MediaPost

Digital to power a 10.4% recovery in global ad spend
Global digital advertising spend will ascend to $311 billion to hit 15.6 percent growth in 2021, according to newly-release forecast data from Dentsu, the firm recently announced. Social ad spending is expected to rise even more swiftly at 23 percent, with video ads predicted to rise by 17 percent, according to the forecast data. The Drum

Facebook Launches New ‘Creative Guidance Navigator’ To Provide Marketing Stats and Tips
Facebook has launched a new mini-site of interest to digital marketers, highlighting a variety of the social giant’s ad campaign options, with best-practice examples of how many of the formats are being put to use by top brands, Facebook recently announced. Social Media Today

Text Marketing On The Rise, 61.8% Of Consumers Have Opted In To Messages: Study
78 percent of consumers say they most often use their phones for texting, with 61.8 percent having chosen to receive texts from a business over the past year, while 59.5 percent said the top reason they’ve opted out of business texts was for receiving too many texts, according to newly-released survey data. MediaPost

US Ad Spend Projected to Soar This Year
A 23.3 percent increase in advertising spending is expected in the U.S. in 2021, with some 57 percent of the entirety of U.S. ad spending going to pure-play online channels, according to recently-released forecast data of interest to online marketers. MarketingCharts

Gen Z and millennials seek diverse voices in audio
58 percent of millennials and some 48 percent of the Gen Z demographic say that they have actively looked for audio content from more diverse creators over the past year, with 40 percent of the two demographic groups saying that they have greater trust for podcasts than tradition sources of news, according to data from Spotify’s Culture Next report. Campaign US

2021 July 16 Statistics ImageIBM CMO is taking ‘a completely new approach’ to B2B marketing
Telling B2B technology marketing stories and creating relationships that add value are key in a fully new approach to B2B marketing, according to Carla Piñyero Sublett, senior vice president and chief marketing officer at IBM. Campaign Asia

Microsoft Debuts Multimedia Ads For Search
Microsoft has launched new responsive machine-learning Bing advertising options for its Microsoft Advertising program, which bring more multimedia ad format choices to digital marketers, the firm recently announced. MediaPost

Augmented Reality Ads See Better Reception Than Other Digital Formats
Some 75 percent of consumers say that they are more likely to notice ads that utilize augmented reality (AR) features, with 70 percent noting they’d like to view more AR ads in the future — two of several statistics of interest to digital marketers contained in recently-released survey data. Adweek

2 in 3 B2B Marketers to Up Their MarTech Spend
68 percent of B2B marketers say they plan to spend more on marketing technology in the coming year, with more than a quarter planning to significantly increase their martec budgets during the same timeframe, according to newly-release survey data. MarketingCharts

ON THE LIGHTER SIDE:

2021 July 16 Marketoonist Comic

A lighthearted look at the “marketing myopia and brand choice” by Marketoonist Tom Fishburne — Marketoonist

AT&T Fiber Drafts Kevin Garnett to Poke Fun at Slow Web Connections — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lane R. Ellis — What’s Trending: Summer Standouts — LinkedIn (client)
  • Lee Odden — 10 Online Marketing Tips to Gather and Convert More Leads — Small Business Trends
  • TopRank Marketing — 4 SEO Factors to Consider Before Removing Outdated Website Content — Content Marketing Institute
  • Lee Odden — GUEST COLUMN: What marketers will need to learn about voice and audio — Indian Television
  • TopRank Marketing — Are there lessons to be learned from Love Islanders? Brand influencing confirms its worth in the B2B space — IBA International
  • Lee Odden — The 12 Best Ecommerce Marketing Strategies You Should Try in 2021 — eCommerce Fastlane
  • Lee Odden — Your Website – Another Business Asset — WrightIMC

Have you come across your own top B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and please return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B MarTech Spending On The Rise, More Brands Turn To Personalized Content, Microsoft’s New Multimedia Ads, & The Power Of B2B Storytelling appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Marketing & Sales Exec Brand Study, LinkedIn’s Marketing Diversity Insights, & Instagram’s New Link Options

2021 July 9 LinkedIn Chart

2021 July 9 LinkedIn ChartBuoyant B2B: Firms Stress Marketing As They Enhance Their Brands
59 percent of B2B marketing and sales executives say their businesses are active in social media, while 39 percent of employees say that they don’t understand their companies’ brands, according to newly-released survey data of interest to digital marketers. MediaPost

What Makes A Brand Best-in-Class on Social?
47 percent of U.S. consumers said that strong customer service made for best-in-class brand social media communication, followed audience engagement with 46 percent, transparency at 44 percent, and creating memorable content at 39 percent, according to recently-released social media survey data. MarketingCharts

Facebook is testing drastic changes to Instagram to make it more like TikTok
Facebook has begun testing changes including full-screen video and more immersive experiences for its Instagram platform, in a move aimed at bringing more entertaining and mobile-first video experiences that better compete with TikTok, the social media giant recently announced. CNBC

Experience Marketing Returning To Normal: 75% Of Brands Have Resumed Live, In-Person Events
Some 75 percent of brand marketers said that they have returned to live and in-personal experiential marketing, with 68 percent of consumers reporting participating in forms of in-person experiential marketing as of May, 2021 — up from just four percent a year earlier, according to newly-released global survey data. MediaPost

Norway Introduces New Law Forcing Disclosure on Retouched Photos Posted Online
Norway has introduced regulations requiring advertisers and influencers to clearly note any retouched online photos, a potential harbinger of similar more expansive future global laws that could affect B2B marketers and influencers. Social Media Today

Instagram tests letting anyone share a link in stories
Instagram has begun a new trial that brings expanded linking capabilities via sticker taps, which could lead to eventual easier link sharing for marketers on the platform, the Facebook-owned firm recently revealed. The Verge

2021 July 9 Statistics ImageTikTok to roll out option to create longer videos of up to three minutes
Short-form video platform TikTok will expand the maximum length of footage shared on the popular app from 60 seconds to three minutes, creating new content opportunities for marketers, the firm recently announced, with the change expected to take place within the coming weeks. Reuters

Twitter considers letting you limit tweets to ‘trusted friends’
Twitter has tested a variety of new methods for limiting who can view content on the platform, including tweet audience categorization that could help marketers refine their messaging on Twitter for specific audiences, the firm recently revealed. The Verge

Media KPIs That Matter [ANA Study]
Efficiency is the most-used key performance indicator (KPI) in media, while outcome is seen as the most important — two of numerous findings of interest to digital marketers contained in newly-released Association of National Advertisers (ANA) survey data examining 39 top KPIs. ANA

LinkedIn Shares Insights Into Gender and Racial Diversity in the Marketing Field
60 percent of the marketing profession is comprised of women, with the top three growing marketing job titles among women being director of growth, account strategist, and creative strategist — several findings from expansive recently-released study data from LinkedIn (client) of interest to online marketers. Social Media Today

ON THE LIGHTER SIDE:

2021 July 9 Marketoonist Comic

A lighthearted look at the “The 7 Deadly Sins of Innovation” by Marketoonist Tom Fishburne — Marketoonist

Americans Eagerly Check To See If They Got Any Emails Today — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — 17 Best Examples of B2B Influencer Marketing Campaigns — Audiense
  • Lee Odden — 60 Best Marketing Quotes to Boost Your Business — Quoteistan

Have you found your own vital B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll come back again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Marketing & Sales Exec Brand Study, LinkedIn’s Marketing Diversity Insights, & Instagram’s New Link Options appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Demand Gen KPI Study, Edelman Trust Barometer, Instagram Gets Desktop Posting, & Gen Z For B2B Brands

2021 July 2 MarketingCharts Chart

2021 July 2 MarketingCharts ChartEdelman Trust Barometer special report: Brands must be agents of societal change, say consumers
63 percent of consumers say they are more attracted to brands that focus on making the world a better place, while 78 percent said they believe their influence goes beyond the consumer experience to business operations — two of several statistics of interest to digital marketers in newly-released survey data from Edelman’s Trust Barometer report. PRWeek

Most Demand Gen Marketers Hit Their KPIs in 2020
43 percent of B2B demand generation marketers say they met their original key performance indicators (KPIs) in 2020, with 35 percent topping their original targets, according to recently-released survey data. The survey also showed that 18 percent expect their demand gen budgets to significantly expand in the coming 12 months, with 49 percent expected some budget growth. MarketingCharts

Focusing on gen Z: how B2B brands can hook this new generation of customers & candidates
LinkedIn’s (client) vice-president of marketing solutions Penry Price has shared insight into how B2B brands can better connect with buyers in the Gen Z demographic, including a heightening importance for live video, audio content, and brand values. The Drum

Facebook Adds New ‘Optimize Text Per Person’ Option for Automated Ad Customization
Facebook has begun rolling out a new feature that aims to deliver ads on the social platform in the format that each user most favorably responds to, bringing marketers new options for experimenting with the per-person optimization capability, the firm recently announced. Social Media Today

Brave Search Launches, Roadmaps A Privacy Search Engine Without Bias
A new search engine striving to provide greater privacy, Brave Search, launched in beta format recently, using its own search index and expecting to eventually offer ad-supported search capability, the firm announced this week. MediaPost

Instagram now lets you create and publish posts on Mac, but iPad not supported
Desktop PC and Mac systems have gained the ability to post natively to Instagram, bypassing the long-standing former mobile-only requirement, the Facebook-owned social platform recently announced, in a move that could make it easier for marketers using traditional desktop computer systems. 9to5Mac

2021 July 2 Statistics ImageSocial Media Marketing Update: Preferred Platforms and Content Types in 2021
Some 79 percent of marketers said that they plan to maintain or increase their use of LinkedIn over the next year, making the Microsoft-owned professional social platform fourth behind Instagram’s 87 percent, Facebook’s 84 percent, and YouTube’s 83 percent, and ahead of fifth place Twitter, recently-released social media usage trend survey data of interest to digital marketers. MarketingCharts

Wavemaker Finds Consumers Becoming Less Attached To Brands, Especially Online
The number of brands that consumers consider when purchasing is conducted solely online is some 50 percent greater than purely offline purchase paths — one of several statistics of interest to online marketers contained in newly-released survey data. MediaPost

Facebook Tests New Reels and Rooms UI, Integrated Into the Facebook Stories Panel
Facebook has begun testing options to gain a wider audience for Instagram Reels content, offering users alternate feeds showing a variety of content types including live video, Instagram Reels clips, Stories, of audio room content, observers of display changes at the social media giant have recently discovered. Social Media Today

Here’s What B2B Content Works at Each Stage of the Funnel
In-depth white papers or e-books, customer case studies, and virtual events were the top three most effective content types for customers in the bottom funnel closest to purchasing, according to newly-released B2B technology marketing survey data. On the opposite side of the funnel, blogs, infographics, and video assets were the most effective content types to buyers beginning their purchasing journey, the survey data revealed. MarketingCharts

ON THE LIGHTER SIDE:

2021 July 2 Marketoonist Comic

A lighthearted look at the “influencer marketing and authenticity” by Marketoonist Tom Fishburne — Marketoonist

3 Must-Know Consumer Behavior Predictions for Hot Tech Summer — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — 10 Tips for Nurturing Business Relationships and Marketing a B2B Brand — Small Business Trends
  • Lee Odden — 60 Best Marketing Quotes to Boost Your Business — Quoteistan

Have you found your own top B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Demand Gen KPI Study, Edelman Trust Barometer, Instagram Gets Desktop Posting, & Gen Z For B2B Brands appeared first on B2B Marketing Blog – TopRank®.