B2B Marketing News: New Influencer Marketing & Social Reports, LinkedIn’s B2B Engagement Study, & Google My Business Gets Messaging

2021 February 12 Influencer Marketing Hub Chart

2021 February 12 Influencer Marketing Hub ChartLinkedIn Provides New Tips on How to Create Engaging B2B Content [Infographic]
LinkedIn (client) has launched a new 17-page guide offering B2B marketers tips, statistics and a variety of insight and examples surrounding the production of successful B2B creative on the Microsoft-owned platform, the firm recently announced. Social Media Today

2021 Social Media Industry Benchmark Report
Overall social media posting frequency has fallen, while engagement has declined on Instagram, according to newly-released report data from Rival IQ, which also found that platform-specific hashtags have seen growing success. Rival IQ

Dentsu Finds ‘Social Good’ Branding Attitudes Index High Among Most Nations, Less So In Japan
Brands that actively promote a variety of social good initiatives garner positive attitudes towards those brands, according to recently-released global survey data of social media users, examining how social media user attitudes differ in various nations. MediaPost

Facebook is Reportedly Developing its Own Clubhouse Clone
Facebook has begun development on its own incarnation of the popular new Clubhouse audio-call-based communication app, according to The New York Times, in a move that aims to bring Clubhouse’s functionality to the social media giant’s platform. Social Media Today

What B2B Marketers Need to Know About LinkedIn [Infographic]
45 percent of those who read articles on LinkedIn are high-level decision makers, and the social platform generates 80 percent of overall B2B social media leads — two of several statistics of interest to digital marketers contained in a new infographic focused on LinkedIn for B2B sales and marketing. MarketingProfs

Media buying’s ‘race to the bottom’ on price may be over, finds study
Quality purchases of advertising are more valued among marketing professionals than commodity ad buys, with 92 percent of marketing and media professionals noting that advertisers that treat media as not just a commodity buy are at an advantage, according to recently-released survey data. The Drum

2021 February 19 Statistics ImageState lawmakers override veto, become first in nation to tax online ads
Maryland has imposed a tax on digital advertising, becoming the first state in the U.S. to implement such a tax, in a move that could both affect B2B marketers and be a harbinger of similar taxes from other states, and Ars Technica takes a look. Ars Technica

Apple Tests New Search Ad, Moves To Become Safe Advertising Supplier
Apple had begun testing digital advertisements in its app store, in the form of search ads that appear as suggested items before a search is conducted, a move that comes as part of the technology giant’s app tracking transparency policies. MediaPost

Google My Business adds messaging to desktop interface
Google has incorporated messaging into the Google My Buusiness desktop version, which had previously only been available via mobile. With the new communication feature rollout, businesses can chat with customers from within the standard web Google My Business interface, the search giant recently announced. Search Engine Land

The State of Influencer Marketing 2021: Benchmark Report
A greater number of brands have shifted their influencer marketing focus to generating tangible results, with 38.5 percent of marketing professionals saying campaigns should be gauged by resulting conversions and sales, while 32.5 percent are most interested in the engagements generated from influencer marketing campaigns — two of many insights of interest to digital marketers contained in newly-released influencer marketing report data. Influencer Marketing Hub

ON THE LIGHTER SIDE:

2021 February 12 Marketoonist Comic

A lighthearted look at “the status quo and resistance to change” by Marketoonist Tom Fishburne — Marketoonist

Guy Who Summarizes Pay-Walled Articles in the Comments Nominated for Pulitzer Prize — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • LinkedIn — LinkedIn Launches ‘Return to Growth’ Digital Magazine, Outlining Marketing Tips and Notes — Social Media Today
  • Lee Odden — The Juice newsletter by Jaffe AKA Jaffe Juice — Joseph Jaffe
  • Lee Odden — 2021 B2B Marketing Exchange Gears Up To Help Marketers Refresh, Renew & Remix Their Strategies For A Digital-First World — Demand Gen Report

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for the TopRank Marketing B2B marketing news this week, and we hope that you’ll return next Friday for more of the 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 Influencer Marketing & Social Reports, LinkedIn’s B2B Engagement Study, & Google My Business Gets Messaging appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Marketers Focus on Revenue, Top B2B Channel Strategies, LinkedIn’s Rising Engagement, & Google Ads’ Phrase Match Changes

2021 February 12 MarketingCharts Chart

2021 February 12 MarketingCharts ChartCOVID-19’s Impact on B2B Tech Marketers’ Channel Strategies in 2021
Among B2B marketers, webinars, search engine optimization (SEO), email marketing and LinkedIn ads have grown in importance the most during the pandemic, according to recently-released survey data. The data also shows that the top challenges faced by B2B technology marketers in 2021 are balancing quantity with quality, digital fatique, and measuring the right key performance indicators (KPIs). MarketingProfs

LinkedIn Announces New Measures to Tackle Inherent Bias as Part of Black History Month
LinkedIn (client) has launched an array of new initiatives that are part of a push towards systemic change to increase the Microsoft-owned professional social platform’s value to people in underrepresented groups, the firm recently announced. Social Media Today

Meet the BETAs: A Profile of Younger B2B Decision-Makers
The blurred boundary (B), evolving (E), tech native (T), activist (A) demographic sometimes called BETAs tend to be trendsetters, and are more likely to use business services for both personal and professional goals, according to recently-released report data of interest to digital marketers from The B2B Institute at LinkedIn and others. MarketingProfs

Survey: Customers prefer user-generated visual, video content
74 percent of consumers say that they prefer seeing user-generated digital photo and video content from brand’s own customers rather than traditional professionally-sourced images and videos — one of numerous statistics of interest to online marketers in newly-released survey data. CSA

Insights from 22 Million Business Posts on Social Media in 2020 [Infographic]
Instagram posting frequency among businesses fell by some 6.2 percent in 2020, while brands posted 36 percent more content on Twitter compared to Instagram and Facebook — two of numerous findings in recently-released report data culled from more then 22 million posts. Social Media Today

Google Ads Phrase Match Expands To Cover Broad Match Modifier Traffic
Google has phased out its long-time broad keyword match modifier, replacing the functionality with an expanded phrase matching system, the search giant recently announced — a change that will require search marketers to adjust to losing certain Google Ads exact matching features. Search Engine Roundtable

2021 February 12 Statistics ImageDo B2B Marketing and Sales Teams Cooperate Effectively?
46 percent of B2B marketers say that their sales team doesn’t understand what is important to their team, while 31 percent of B2B salespeople say that their marketing team doesn’t understand the issues important to them — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs

Companies Fall Short Of Compliance With California Privacy Law, Consumer Reports Finds
Not all businesses are complying with the California Consumer Privacy Act (CCPA), with recently-released Consumer Reports findings showing that just 54 percent of firms that had been sent an opt-out request sent required confirmations noting that they had stopped selling data from the requester, while 24 percent dismissed the requests, with 14 percent not confirming the CCPA requests. MediaPost

Google Analytics Stops Collecting Data From YouTube Channels
Marketers accustomed to viewing analytics data for YouTube using the popular Google Analytics system have lost the convenience of having a one-stop Google property data location, as Google Analytics recently removed data for YouTube, now available only through using the separate YouTube analytics system. Search Engine Journal

B2B Marketers Keep the Focus on Revenue in 2021
B2B marketers say that up to 60 percent of their sales pipeline is derived directly from marketing, with 67 percent saying that the main responsibility of marketing at their firm was to drive revenue, according to newly-released survey data of interest to digital marketers. MarketingCharts

ON THE LIGHTER SIDE:

2021 February 12 Marketoonist Comic

A lighthearted look at “building resilience” by Marketoonist Tom Fishburne — Marketoonist

The 10 Best Super Bowl Ads of 2021 — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — The 100 Most Influential People In SEO — SEO Newsletter
  • LinkedIn — LinkedIn Kicks Off Integrated Brand Campaign ‘Conversations for Change’ — Adweek
  • Lee Odden — 2021 B2B Marketing Exchange Gears Up To Help Marketers Refresh, Renew & Remix Their Strategies For A Digital-First World — Demand Gen Report
  • Lee Odden — What are the Traits of a Marketer? — T3 Web Services
  • Lee Odden — When it comes to brand repositioning, content is king — VeraContent
  • TopRank Marketing — 12 Crucial Do’s and Don’ts for B2B Influencer Marketing — V3Broadsuite

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news this week, and we hope that you will return again next Friday for more of the 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 Marketers Focus on Revenue, Top B2B Channel Strategies, LinkedIn’s Rising Engagement, & Google Ads’ Phrase Match Changes appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: CMOs & Influencer Marketing See Pandemic Shifts, Virtual B2B Events Here To Stay, & New Social State of Digital Study

2021 February 5 Hootsuite Chart

2021 February 5 Hootsuite ChartMost CMOs expect role to change as a result of Covid-19, finds LinkedIn
Nearly 75 percent of chief marketing officers believe their role as CMO will change due to the pandemic, to include more branding and greater internal communications, according to recently-released survey data of interest to digital marketers. The Drum

6 Ways COVID-19 has Impacted B2B Influencer Marketing
During the pandemic social media users increased their engagement levels with content from industry influencers, lead by the technology industry, which saw a 440 percent increase from 2019 to 2020 — one of several findings of interest to online marketers in recently-released Onalytica report data. Onalytica

Most B2B Exhibitors Will Continue Virtual Events Post-Pandemic
68 percent of B2B organization executives see the virtual elements of future physical events creating a continuing hybrid, with the top event value metrics being virtual exhibitor booth traffic and attendees taking part in sponsored sessions and activities, according to newly-released survey data. Marketing Charts

Consumers Now Say Online Platforms Are Essential: Study
. Media Post

Two-thirds of global CMOs to boost spend and scale-up tech in 2021
57 percent of consumers say that Facebook, Amazon and Google are essential services, and 26 percent have improved their at-home technology in order to better accommodate the increased amount of time spent at home due to the pandemic, according to recently-released survey data. The Drum

Digital Ad Spend Rose By 58.2% Worldwide In Q4 2020: Study
Global cost-per-click (CPC) advertising spending rose by nine percent in the final quarter of 2020 compared to the 2019, climbing even higher to 14.7 percent in North America, while total eCommerce spending was up 24.8 percent — some of numerous findings in recently-released social media trend report data. Media Post

2021 February 5 Statistics ImageYouTube is testing clips on live streams and VODs
Google’s YouTube has begun a test that allows users to create 5 to 60-second clips of live-stream or video content, which is then featured at separate new unique URLs, as the video giant begins offering the feature that is increasingly popular on other social video platforms, YouTube recently announced. The Verge

Dour Dentsu Forecast Lowers U.S., Worldwide Ad Consensus
An 8.8 percent drop in global advertising spending was seen in 2020, with a rebound of 5.8 percent growth predicted for 2021, according to recently-released data examining forecast data from four leading holding companies. Media Post

How The Pandemic Has Changed Video Content And Consumption
Video consumption rates have risen during the pandemic, with Cisco estimates predicting that a full 82 percent of new content creation will be in the form of video, and Forbes takes a look at the rise of relatable video content in 2021. Forbes

Digital 2021: the latest insights into the ‘state of digital’
Video has more engagement power than ever, as 63 percent of consumers now say that they always or often finish watching a video in a single viewing, one of numerous statistics and findings in the recently-released nearly 300-page annual state of digital report from Hootsuite and We Are Social. We Are Social

ON THE LIGHTER SIDE:

2021 February 5 Marketoonist Comic

A lighthearted look at “playing it safe” by Marketoonist Tom Fishburne — Marketoonist

Free Version Of Meditation App Plays Panicked Shrieks Every 15 Minutes — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lane R. Ellis — 10 Tips for Generating New Ideas to Support and Grow Your Small Business — Small Business Trends
  • TopRank Marketing — 16 Techniques to Power Up Your Content Creation — Convince and Convert
  • Lee Odden — When it comes to brand repositioning, content is king — Convince and Convert

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for another edition of the TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the 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: CMOs & Influencer Marketing See Pandemic Shifts, Virtual B2B Events Here To Stay, & New Social State of Digital Study appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Top B2B Video Marketing Challenges, Google Axing Teasers, Changing B2B ABM Objectives, & LinkedIn’s Strong Revenue Growth

2021 January 29 MarketingCharts Chart

2021 January 29 MarketingCharts ChartHow the Pandemic Has Affected Account-Based Marketing
42 percent of B2B marketers say that the pandemic has changed their account-based marketing (ABM) business objectives, according to recently-released survey data, with 30 percent noting that their ABM budgets fell due to the global health crisis, while 26 percent saw their ABM spending increase. MarketingProfs

Despite In-Housing Trend, Clients Continue To Value Agency Relationships
Greater alignment with brand priorities brings increased value to agencies, according to newly-released Forrester report data of interest to digital marketers, which also showed that some 75 percent of brand decision makers were satisfied or very satisfied with their agency rosters. MediaPost

Social Media Ad and Video Spend Skyrocketed in Q4 2020
The final quarter of 2020 saw a 92.3 percent year-over-year rise in social media advertising spending in North America, according to recently-released report data, with global increases for the period topping 50 percent. Social Media Today

Google Starting To Meet Consumer Demand For Organic Search
Overall organic search volume increased by 30.5 percent during the last quarter of 2020 compared to the same quarter a year earlier, with mobile organic search volume rising by 32.7 percent, according to recently-released Merkle report data of interest to online marketers. MediaPost

Microsoft earnings rise as pandemic boosts cloud computing, Xbox sales
LinkedIn (client) saw a revenue increase of 23 percent during the second quarter of fiscal year 2021, according to earnings release information from parent company Microsoft, led by strong advertising performance on the professional social platform. Reuters

Google may not display Web Stories that are teasers
Readers are averse to feeling forced to click through from content that relies too heavily on teasers, Google recently said, urging the use of online stories over Web teasers, while also noting that it will show less teaser-based content in its Web Stories within Google Search and Google Discover. Search Engine Land

2021 January 29 Statistics ImageWhy social listening guides the marketing strategy for a media management platform [Sprout Social.]
Some B2B marketers have failed to see the power of social media marketing as a method for humanizing audience connections, according to Sprout Social chief marketing officer Jamie Gilpin, who recently shared social media listening data from the firm. AdAge

Google says it may have found a privacy-friendly substitute to cookies
Google has released test data from its Federated Learning of Cohorts (FLoC) browser-tracking cookie replacement technology, which it says achieves at least 95 percent of the conversions per dollar marketers are used to seeing with traditional cookie-based ads, the search giant recently announced. Axios

Report: Location-based marketing is increasingly valuable, but data accuracy remains in question
95 percent of global firms use location-based data and services for reaching customers, a year-over-year increase of 10 percent, according to data from the Location Based Marketing Association (LBMA)’s recently-released Global Location Trends report, which also showed that 21 percent of marketers use the technology to increase brand recall. CMO

Troubles Measuring Impact Hinder B2B Video Efforts
The top barriers marketers face with B2B video marketing include measurement of impact, staff allocation, creating engaging videos, and the production of video content that accurately represents a brand, according to recently-released survey data of interest to digital marketers. MarketingCharts

ON THE LIGHTER SIDE:

2021 January 29 Marketoonist Comic

A lighthearted look at “pop-ups and user experience” by Marketoonist Tom Fishburne — Marketoonist

A New Way to Trace the History of Sci-Fi’s Made-Up Words — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Digital and Real World Influence is About Community — Brian Solis
  • LinkedIn (Client) — LinkedIn Sets LinkedIn Spark Virtual Sales Education Event — Adweek

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for taking the time to join us for this edition of the TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for more of the 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: Top B2B Video Marketing Challenges, Google Axing Teasers, Changing B2B ABM Objectives, & LinkedIn’s Strong Revenue Growth appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Top B2B Content Barriers Study, Google Adds New My Business Data, Top Posting Times Report, & Tech Spending On The Rise

2021 January 15 MarketingCharts Chart

2021 January 15 MarketingCharts ChartThe Top Barriers to Creating Great B2B Content [Study]
Workload, resources, interference and changing priorities rank as the leading obstacles faced by B2B content marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs

Google My Business launches new performance reporting
Google has added new performance reporting features to its Google My Business service, which now includes search term data from Google Search and Maps, among other new reporting information available. Search Engine Land

The Best Times to Post Your Social Media Updates in 2021 [Infographic]
One LinkedIn post a day published on Tuesday through Thursday between 7 to 10 a.m. or 5 to 6 p.m. are the top posting days and times on the platform, according to newly-released report data, which also covers other social media platform top posting times. Social Media Today

Pandemic Accelerated Consumer Media Tech In 2020, Makes For Tough Comps In Next Few Years
U.S. consumer technology industry sales grew by 17 percent during the pandemic year of 2020 — its strongest performance of the past seven years — a growth rate that isn’t expected to continue during 2021 or 2022, according to recently-released forecast data. MediaPost

What Kinds of Online Ads Do Early Tech Adopters Say Catch Their Attention?
47 percent of early technology adopters prefer social network side banner ads and brand promotional content, while 37 percent prefer online video ads and some 34 percent favor traditional website banner ads, according to recently-released survey data of interest to online marketers. MarketingCharts

Advertiser Perceptions: Google Looms Large Over The ID Resolution Market, But Indies Are Also Making A Splash
29 percent of advertisers and agencies use Google as their top identity resolution solution, ahead of second place LiveRamp and Salesforce, according to new data from the Advertiser Perceptions ID resolution marketplace report. AdExchanger

2021 January 15 Statistics ImagePinterest A Safe Haven For Brands As They Reportedly Cut Budgets Amidst Turmoil
The role of the primarily-positive social media platform Pinterest has undergone change during recent tumultuous times — changes that certain brands are benefiting from, as Pinterest announced fourth quarter usage gains. MediaPost

2021 Instagram Stories Benchmark Report
Brands are utilizing Instagram Stories more than ever, according to new RivalIQ report data of interest to digital marketers, detailing how retention rates are relatively flat and reach rates have fallen. RivalIQ

Consumers Want Warm And Cuddly Ads, Study Finds
Inspiration, joy, love and hope represent the top emotions that consumers are seeking in advertising, while 73 percent said that they wanted brands to feature greater diversity in campaigns during 2021, according to recently-released survey data examined by MediaPost. MediaPost

Here’s What Women Want to See from Brands in Advancing Gender Equality
More female leadership, stronger support, and more accurate portrayal in advertising are among the initiatives most wanted among brands seeking to advance the stature and representation of women, recently-released survey data shows. MarketingCharts

ON THE LIGHTER SIDE:

2021 January 15 Marketoonist Comic

A lighthearted look at “marketing beyond cookies” by Marketoonist Tom Fishburne — Marketoonist

How Old-School Text Adventures Inspired Our Virtual Spaces — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Nick Nelson — 10 Important Lessons Small Businesses Can Learn from 2020 — Small Business Trends
  • TopRank Marketing — B2B Influencer Marketing: Vorteile richtig nutzen [In German.] — Contentpepper

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for this edition of the TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the 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: Top B2B Content Barriers Study, Google Adds New My Business Data, Top Posting Times Report, & Tech Spending On The Rise appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: LinkedIn’s 2021 Planning Report, Traits of Top B2B Performers Study, Google’s Question Hub, & Apple’s Search Aspirations

2021 January 8 Fortella Chart

2021 January 8 Fortella ChartLinkedIn Shares New Usage Insights for Your 2021 Planning [Infographic]
Microsoft-owned LinkedIn (client) has released updated usage statistics showing that the professional social network’s LinkedIn Live video streams have increased by 89 percent since March, along with strong levels of member engagement — two of numerous statistics of interest to digital marketers. Social Media Today

Google Question Hub Is Open & It’s A Great Way To Find Content Ideas
Google has rolled out a new service showing unanswered search question data, offering U.S users access to its Question Hub for the first time — a feature previously only available in three non-U.S. nations. Search Engine Roundtable

Why B2B marketers need to bet big on ‘The Big Long’
Brand investment is key for providing business value according to data from the 2030 Marketing Trends report from Linkedin’s The B2B Institute, and Marketing Week explores five of the key benefits that come from building a B2B brand. Marketing Week

The Top 20 Content Marketing Hashtags, Topics, and Searches
71 percent of content marketers use a digital marketing hashtag alongside their content marketing tag, while strategy, SEO, and social media are the top three topics discussed with content marketing, according to newly-released study data from SEMrush examining more than 600,000 tweets and Google searches, the firm announced. MarketingProfs

Most Covered Terms Of 2020: ‘COVID-19,’ ‘Digital,’ ‘Personalization,’ ‘Meaningful’
COVID-19, “meaningful” and “personalization” led the way when it came to the most covered search terms during 2020 at MediaPost, in its annual look at the most-referenced terms of the year. MediaPost

Bing Webmaster Tools adds crawl requests, crawl errors & indexed pages to performance report
Microsoft’s Bing has added new functionality to its Bing Webmaster Tools utilities, with additional metrics that can aid marketers in spotting potential trouble-spots, the firm recently announced. Search Engine Land

2021 January 8 Statistics ImageEmerging New Brand Role: Enabler Of Personal Innovation
Brands increasingly see success when they create conditions that foster personal innovation, according to recently-released annual trend report data showing a variety of new forms of interaction and brand-shaping. MediaPost

Amazon acquires podcast network Wondery
Amazon has acquired the podcasting network Wondery, the firm recently announced, noting that the newly-acquired podcast network will be added to Amazon Music, offering new opportunities for digital marketers seeking to promote podcast content. TechCrunch

Apple Granted Patent Supporting Further Development Of Search Technology
Apple has received a patent that will allow it to delve further into search engine functionality, with domain-based influencer scoring among the firm’s search technologies that were granted a patent, Apple recently announced. MediaPost

Fortella Releases “State of B2B Marketing: 2021” Report, Examines the Traits of Top-Performing Marketing Departments
64 percent of B2B marketers find budgeting resources to be a top challenge, followed by tracking, quality data, and finding the right talent, according to recently-released survey data exploring top challenge strategies and tactics employed by marketing executives at leading B2B companies. MarTech Series

ON THE LIGHTER SIDE:

2021 January 8 Marketoonist Comic

A lighthearted look at “we’re going agile” by Marketoonist Tom Fishburne — Marketoonist

Adweek’s Most Popular Online Stories of 2020 — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP — Global CMO of SAP Discusses Intersectionality in The Business of Marketing — Adweek

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for joining us for another edition of our B2B marketing news, and we hope that you will return again next Friday for more of the 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’s 2021 Planning Report, Traits of Top B2B Performers Study, Google’s Question Hub, & Apple’s Search Aspirations appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Video ROI Climbs, Google Updates Audience Manager, Rising Social Network Usage Forecast, & Qualtrics Files For IPO

2021 January 1 MarketingCharts Chart

2021 January 1 MarketingCharts ChartSocial networks will experience a pandemic-driven boost in 2020—but not equally
Greater than predicted numbers of users have flocked to social media this pandemic year, according to recently-released survey data of interest to digital marketers, with 150 million more global users for 2020 than previously estimated. eMarketer

Snapchat Shares New insights into Consumer Behavior and Trends
Mobile eCommerce, augmented reality (AR) campaigns and an uptick in video are among the key shifts in consumer trends and behavior, according to a newly-released user insight report from Snapchat. Social Media Today

Twitter expands API features for developers tracking the public conversation
Better integration of Twitter’s new tweet reply privacy control features are among an array of new API inter-connectivity changes, the social media platform recently announced. TechCrunch

Google Ads Estimated List Size Now In Audience Manager
Handy list size estimates have been added to Google Ads’ Audience Manager for audience lists of 20K or more, along with other new features, the search giant recently announced. SEO Roundtable

How to Keep Your Team Motivated, Remotely
The Harvard Business Review takes a look at the changing roles of experimenting, adapting, and growing remote team productivity and motivation that have arisen during the pandemic. Harvard Business Review

Google Short Videos Carousel Displays TikTok & Instagram Videos
Google has expanded a test that previously only included YouTube videos within Google mobile search results, now also including videos from both Instagram and TikTok, Google recently revealed. SEO Roundtable

2021 January 1 Statistics ImageSAP-owned Qualtrics files for U.S. IPO
Online survey specialist software firm Qualtrics has filed for an initial public offering (IPO) in the U.S., for up to $100 million, the SAP-owned company recently announced. Reuters

Creative Tech Platform Runway Raises $8.5 Million to Make AI Tools More Accessible
With a new funding round of $8.5 million, creative technology platform Runway — which hosts an app-store-like variety of creative tech — takes aim at a transition into a full-fledged serious creative tool firm. Adweek

Vimeo is becoming a standalone company after booming during the pandemic
IAC/InterActiveCorp plans to spin off its popular Vimeo video streaming service during the second quarter of 2021, after seeing particularly successful user growth during the global health crisis. The Verge

B2B Video ROI Reportedly Improving; Use in Sales Conversations Climbs
79 percent of mostly B2B marketers said that video was an important form of video for their organization, an increase from the 71 percent recorded in 2019, according to recently-released survey data of interest to online marketers. MarketingCharts

ON THE LIGHTER SIDE:

2021 January 1 Marketoonist Comic

A lighthearted look at “marketing resolutions” by Marketoonist Tom Fishburne — Marketoonist

The Secret History of the First Microprocessor, the F-14, and Me — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Total Annarchy Newsletter 76: Brand Storytelling Template; My 2 Proven Ways to Increase Open, Click Rates — Total Annarchy

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for this special New Year’s Day edition of our B2B marketing news, and we hope that you’ll return again next Friday for more of the 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 Video ROI Climbs, Google Updates Audience Manager, Rising Social Network Usage Forecast, & Qualtrics Files For IPO appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Top B2B Investments For 2021, LinkedIn’s New Company Product Pages, Adobe’s CX Report, & Google’s 3D Search Content

2020 December 24 2Checkout Chart

2020 December 24 2Checkout ChartB2B Businesses More Likely To Keep Third-Party Ad-Tracking Secrets From Customers
72 percent of B2B firms say they acknowledge ad tracking and don’t inform customers, compared to some 58 percent of their B2C counterparts, according to recently-released survey data. The report also noted that B2B firms were twice as likely to rate third-party ad platforms as having done a good job of explaining how data is being used. MediaPost

LinkedIn Adds New ‘Products’ Tab on Company Pages to Highlight Specific Products
LinkedIn (client) has launched new product highlighting features to company pages on the platform, in the form of a products tab, allowing digital marketers to augment products with testimonials and customer endorsements, along with noting an additional forthcoming services marketplace feature, the Microsoft-owned firm recently announced. Social Media Today

IAB 2021: Media Buyers Focus On Performance, View Data Privacy, Ad Tracking As Top Challenges
Ad buyers have shifted focus to increased performance, while replacing the information formerly gathered by tracking cookies has become a top challenge, according to recently-released report data. Digital media will account for 71 percent of budget totals, according to the Interactive Advertising (IAB) report. MediaPost

Reddit Announces New Partnership with Moat to Provide Third Party Verification on Ad Metrics
Social news aggregator and discussion platform Reddit has announced integration with Oracle Data Cloud’s Moat service, a move that seeks to bolster Reddit’s campaign performance metrics as it courts a greater presence of B2B firms. Social Media Today

Report: Americans Are Optimistic About 2021
59 percent of U.S. adults said they never want to hear the term “new normal” used again, according to recently-released survey data. The report also showed that consumers are seeking stability, and are ready to continue embracing the new technologies that have seen increased usage during the pandemic. MediaPost

Top best practices for standout customer experiences in 2021
A continuing fine tuning of customer experience strategy will see brands playing greater roles in the lives of consumers, with particular success coming to brands that take a stance on corporate social justice, according to subject matter experts in a recently-released Adobe survey examining the evolving role of CX. CMO by Adobe

2020 December 24 Statistics ImageGoogle releases Google Ads Editor v1.5
Google has offered new insight into a previously unannounced Google Ads Editor update, which has brought a more robust feature set to Google’s popular ad editing utility, the search giant recently announced. Search Engine Land

As MarTech Spending Looks Set to Rise Again in 2021, Ease of Use Remains A Key Factor
2021 will see marketers increase spending on marketing technology, with ease of use, costs, customization, and the insights delivered among marketing and sales professionals’ top considerations, according to recently-released survey data of interest to digital marketers. MarketingCharts

Google Search Streamed 3D Content Including Cars
Google has offered a glimpse of streamed 3D content within search results for certain mobile users — an example of the type of new advertising format opportunities marketers may be increasingly optimizing for in 2021 and the coming years. SEO Roundtable

Some B2B Firms Saw Revenue Increases Because Of COVID-19: Study
Nearly one in five B2B firms said they will record revenue increases of at least 25 percent during 2020, with some 61 percent attributing the rise in revenue to conditions caused by the pandemic — two of several statistics of interest to digital marketers contained in new survey data. MediaPost

ON THE LIGHTER SIDE:

2020 December 24 Marketoonist Comic

A lighthearted look at “targeted holiday advertising” by Marketoonist Tom Fishburne — Marketoonist

The 30 most Onion-worthy headlines of 2020 — AdAge

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lane R. Ellis — Starting a Business in 2021? Read These Expert Tips First — Small Business Trends
  • Dell Technologies — How CIOs and CMOs will ‘co-create’ in 2021 — CMO by Adobe

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for joining us for this special holiday edition of our B2B marketing news, and we hope that you will return again next Friday for more of the 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: Top B2B Investments For 2021, LinkedIn’s New Company Product Pages, Adobe’s CX Report, & Google’s 3D Search Content appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Top B2B Marketing Pandemic Skills, Marketing Word of The Year, Bing Adds Analytics Features, & LinkedIn’s New Stories Ads

2020 December 18 MarketingCharts Chart

2020 December 18 MarketingCharts ChartSome B2B Brands Are Going All-in On Digital Advertising
B2B digital advertising spending has largely skirted the sizable losses seen in traditional ad spend, and certain B2B brands have started shifted more budget dollars to digital media, according to recently-released eMarketer study data of interest to B2B marketers. ANA

The Road To Chatbots, Virtual Assistants For B2B Marketers, Per Forrester
The B2B buyer journey has changed almost entirely into all-digital experiences, and B2B marketers who rush the process by using traditional chatbots or virtual assistants risk losing customers, according to newly-released Forrester survey data. MediaPost

Facebook Expands Brand Collabs Manager to Include Facebook Groups, Adds New Group Post Options
Facebook has augmented its Brand Collabs Manager tool, with the inclusion of several new partnership location features aimed at helping influencer marketing and brand partnerships through the use of sponsored Facebook group posts, the social media giant recently announced. Social Media Today

Netline Debuts B2B Intent Data Service
Buyer engagement platform Netline has launched a new B2B data service, with tools aimed at using B2B content-consumption and buyer prospect intent data to drive sales, and MediaPost takes a look. MediaPost

Twitter Acquires Multi-Participant Streaming App Squad, Which Enables Screen-Sharing Within Chats
Twitter has acquired screen-sharing chat app Squad, a move that could provide new streaming outreach options for marketers and brands if Squad’s functionality is eventually incorporated into Twitter, the firm recently announced. Social Media Today

ANA Pivots On Marketing ‘Word of the Year’
The Association of National Advertisers (ANA) has chosen “pivot” as its marketing word for this pandemic year, edging out “virtual,” “agility” and “resiliency,” the trade organization recently announced. MediaPost

2020 December 18 Statistics ImageBing Webmaster Tools adds Microsoft Clarity integration
Microsoft’s Bing has enhanced its Webmaster Tools feature set with a new update that has made it easier to access Microsoft’s Clarity web analytics tool and its features, and has made it more straightforward to add the functionality to websites, Bing recently announced. Search Engine Land

LinkedIn Starts Testing Ads in ‘Stories’
Microsoft-owned LinkedIn (client) has begun testing advertising options for marketers using its recently-launched LinkedIn Stories format content, and has also brought wider availability to its full-screen mobile ads, among other new options, the firm recently announced. Wall Street Journal

Google Web Stories ads now available via Display Network
Previously only available to marketers through Google Ad Manager, Google has made Web Story Ads accessible through its Ad Manager and AdSense services, offering programmatic selling through its display network, the search giant recently announced. Search Engine Land

B2B Marketers Pick Up New Skills During the Pandemic
Collaboration tools, virtual presentation skills, remote motivation and coaching, and increased social media knowledge are among the top new skills B2B marketers have added during the pandemic, according to recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

2020 December 18 Marketoonist Comic

A lighthearted look at “creating personas” by Marketoonist Tom Fishburne — Marketoonist

The 25 Best Ads of 2020 — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — MarketingProfs’ Top 10 B2B Marketing Trends and Predictions for 2021 — MarketingProfs
  • Lee Odden — The final flourish that makes things magical: dessert courses and marketing recipes for your holiday season — ActiveCampaign
  • SAP / TopRank Marketing (client) — #CXUnplugged Talks: The Age of Influence in Marketing [Video.] — SAP Customer Experience
  • Lee Odden — Playing Favorites by Jay Acunzo — Jay Acunzo

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for another weekly edition of our B2B marketing news, and we hope that you’ll return again next Friday for more of the 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: Top B2B Marketing Pandemic Skills, Marketing Word of The Year, Bing Adds Analytics Features, & LinkedIn’s New Stories Ads appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Tech Marketers Hit Pre-Pandemic KPIs, Global Ad Forecasts Improve, B2B Buyer Advocacy Study, & Google’s New Ad Formats

2020 December 11 Influitive Chart

2020 December 11 Influitive ChartOne-Third of B2B Tech Marketers Say They’ll Meet Their Original KPIs This Year
42 percent of B2B technology executives say they’ll meet their revised 2020 key performance indicators, while 16 just say they won’t meet KPIs — two of several items of interest to digital marketers in recently-released survey data. MarketingCharts

Year-End Global/U.S. Ad Forecasts Improve Markedly
Three recently-released global advertising spending forecasts predict a much stronger outlook for 2021 than in 2020, with improvements in the global market especially better — up an average of 7.8 percent in the studies compared to 4.5 percent for the U.S. MediaPost

Guiding the new B2B buyer from attraction to advocacy
It takes an average of 6.2 touch-points to go from a sales qualified lead to a closed sale, while 76 percent of B2B practitioners say customer expectations for digital experiences that are more personalized will reach all-time highs, according to newly-released Adobe and Forrester survey data. Adobe (client)

Virtual Events Are A Part of “Core Strategy” For 1 in 3 Marketers Now
Marketing professionals have increasingly made virtual events a vital part of their strategy, with marketers measuring webinar success primarily by lead quality, pipeline conversion, registrations, and audience interactions, according to recently-released survey data. MarketingCharts

Majority of marketers want to continue WFH after pandemic, but concerns linger
Most marketers have expressed the desire to keep working from home even after the global health crisis subsides, according to newly-released survey data of 28,000 Chartered Institute of Marketing (CIM) members. The Drum

Google Discovery ads can now use your 4:5 social image assets
The latest update from Google Ads now allows the 4:5 image aspect ratio format within Discovery ad campaigns, along with an array of new audience selection workflow features, the search giant recently announced. Search Engine Land

2020 December 11 Statistics ImageYouTube upgrades Premieres with trailers, themes and a live pre-show option
Google-owned YouTube has augmented its video Premieres function with several new features including live-chat sidebar communication, video trailer previews, and a Live Redirect live pre-show streaming option, YouTube recently announced. TechCrunch

Twitter’s Testing a New Option Which Would Limit Tweet Replies to Followers Only
Twitter has begun testing an option that would allow users of the social media platform to designate tweets which could only be replied to by followers, a change that would add an additional layer to brand-audience engagement options. Social Media Today

Consumers Are Obsessed With Feel-Good Short-Form Content Right Now
Brands that offer short-form content, especially when it consists of feel-good or otherwise positive content, are expected to see greater success in 2021, according to recently-released study data of interest to digital marketers. Adweek

Brands Change Tactics, Increase Focus On Customer Marketing, Advocacy, Study Finds
83 percent of marketers see successful customer marketing utilizing success stories, 79 percent testimonials, and 72 percent use advocate marketing, while the top metric for measuring customer marketing effectiveness is customer engagement — several of many findings of interest to digital marketers in recently-released survey data. MediaPost

ON THE LIGHTER SIDE:

2020 December 11 Marketoonist Comic

A lighthearted look at “consumer privacy comeback” by Marketoonist Tom Fishburne — Marketoonist

Why Pantone Believes Gray and Yellow Will Be 2021’s Colors of the Year — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden / TopRank Marketing — How B2B Influence Adds Value to Business Customers — Brian Solis
  • Lane R. Ellis — 100+ Content Marketing Predictions for 2021 — Content Marketing Institute
  • Lee Odden — The B2B Forum 2020 Edition of Marketing Smarts [Podcast] — MarketingProfs
  • Ty Heath / LinkedIn (client) — Get to Know the New B2B Decision-Makers: LinkedIn’s Ty Heath Shares New Research on Marketing Smarts [Podcast] — MarketingProfs
  • Lane R. Ellis — Top 10 Digital Marketing Articles of this Week: 4th December 2020 — PageTraffic

Have you found your own favorite B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for taking the time to join us for another weekly edition of our B2B marketing news, and we hope that you will come back again next Friday for more of the 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 Tech Marketers Hit Pre-Pandemic KPIs, Global Ad Forecasts Improve, B2B Buyer Advocacy Study, & Google’s New Ad Formats appeared first on B2B Marketing Blog – TopRank®.