B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust

2021 April 16 MarketingCharts Chart

2021 April 16 MarketingCharts ChartThe Buzz On B2B: Email Is Tops For Both Acquisition And Retention
Half of B2B marketers have seen email click-through rates (CTRs) remain steady during the first quarter of 2021, while 28 percent saw higher CTR than during 2020, according to recently-released survey data, which also showed that by early 2022 some 40 percent of marketers expect to restore their marketing spending to regular levels, with 25 percent doing so in early 2021. MediaPost

Vast Majority of Consumers Associate High-Quality Creative with Brand Trust
85 percent of U.S. adult consumers in a recent survey said that well-designed ads help build brand trust, while 64 percent said that brands with poor creative design were less trsutworthy, according to the Celta survey. MarketingCharts

B2B Content Marketers Get Higher Salaries, Bonuses Than B2C
B2B content editors and marketing professionals have earned more than their counterparts in B2C marketing, and were more likely to be paid cash bonuses, according to newly-published survey data of interest to digital marketers. MediaPost

Google Launches Video Ad Experiments to Help Refine Marketing Approaches
Google has announced a forthcoming feature that will allow brands to try various video ad approaches in its Google Ads program, offering video marketers new ways to experiment and observe how multiple ad variations resonate with their audiences, the search giant recently revealed. Social Media Today

IAB: Digital Ads Grew 29% In Q4 In Pandemic Rebound
Digital advertising spending grew to $45.6 billion during the fourth quarter of 2020, a 29 percent increase year-over-year that represented to top quarter in 20 years, while overall Internet ad spend climbed by 12.2 percent for 2020, reaching $139.8 billion, according to newly-released revenue report data from the Interactive Advertising Bureau. AdExchanger

Facebook Tests Updated Up and Downvoting for Comments in Groups
Facebook has experimented with comment voting, having added Reddit-like up and down rankings in an expanded Facebook group test, the social media giant recently announced. Social Media Today

2021 April 16 Statistics ImageNearly half of execs expect social marketing budgets to double in next 3 years, study finds
46 percent of business executives have said that the social media marketing budgets at their firms are expected to double within the next three years, while 91 percent said that their social marketing budgets will experience a rise of any level, according to recently-released survey data from The Harris Poll. Marketing Dive

Facebook tests Hotline, a Q&A product that’s a mashup of Clubhouse and Instagram Live
Facebook has tested a mash-up that adds video into the mix for its new Hotline product, combining the functionality of Clubhouse and Instagram Live, the social media firm recently announced. TechCrunch

Google Search Console adds regular expression support and more data filtering to Performance reports
Google has updated its latest Search Console to include more comparison mode filtering options, along with the addition of more powerful regular expression search functionality, the search firm announced recently. Search Engine Land

What Are Marketing Leadership’s Biggest Gaps?
The customer journey along with its acquisition and conversion sits atop the list of marketing leadership deficiencies, according to a recently-released survey of chief marketing officers, followed closely by segmentation and personalized messaging at scale, with action on customer data insight occupying the third most frequently noted marketing leadership gap. MarketingCharts

ON THE LIGHTER SIDE:

2021 April 16 Marketoonist Comic

A lighthearted look at “advertising without cookies” by Marketoonist Tom Fishburne — Marketoonist

These Were the Most Effective Ads of 2020, According to Kantar — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Susan Misukanis — 10 Personal Development Tips to Help You Love Your Small Business Life — Small Business Trends

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

Thanks for joining 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 Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Site Visitor Study, Trust In Tech Falls, Ad Spending Rebounds, & Pinterest’s First B2B Ad Campaign

2021 April 9 Edelman Chart

2021 April 9 Edelman ChartB2B Myopia: Brands And Visitors Disagree On What Works On Websites
59 percent of B2B marketing customers say they like reviews and testimonials on websites, compared with just 37 percent of B2B marketers, while 44 percent of marketers viewed compelling brand messaging as important when it comes to creating a powerful website experience, compared to only 24 percent of website visitors — two of several findings of interest to digital marketers contained in recently-released survey data. MediaPost

Pinterest Kicks Off ‘Be Their Next’ B-to-B Campaign
Pinterest has launched its first global B2B campaign aimed at advertisers is the U.S. and five other countries, seeking to bolster B2B brand involvement on the visual-oriented social media platform, and shared survey data showing that Pinterest users are 25 percent more likely to tell others about new products, the firm recently announced. Adweek

Magna Predicts Faster Than Expected Rebound, With 2021 Ad Spend Set To Hit $240B
U.S. advertising revenue is expected to climb by 6.4 percent year-over-year in 2021, reaching $240 billion, with digital ad sales up by 13 percent, as the pandemic continued to speed a shift to digital, according to newly-released forecast data. AdExchanger

Consumers Reboot, From Brands To Relationships, Data Shows
The pandemic has made consumer more mindful of the brands they do business with, and millennials are some 24 percent more likely to now feel optimistic about business travel — two of several statistics of interest to online marketers contained in recently-released data from a report that examined over a billion social and search behaviors. MediaPost

YouTube Expands Monetization To More Types of Content
Google has implemented less restrictive advertiser-friendly guidelines on its YouTube platform, including replacing several instances of previous partial monetization with full revenue-earning capability for advertisers, YouTube recently announced. Search Engine Journal

What Metrics Are Creative Teams Tracking?
67 percent of creative teams track completed projects, 42 percent count requested projects, 38 percent measure time spent, while some 36 percent keep track of projects by work type, according to newly-released survey data digging in to the most-tracked metrics among creative teams. MarketingCharts

2021 April 9 Statistics ImageGoogle starts trialing its FLoC cookie alternative in Chrome
Google has begun testing its web-browser cookie tracking replacement system, Federated Learning of Cohorts (FLoC), within its popular Chrome browser, the search giant recently announced. TechCrunch

Study Finds Women Hold Brands Accountable For Inaccurate Portrayals In Ads
Just 15 percent of the Gen Z demographic have said that the media does an accurate job when portraying women, according to recently released survey data of U.S. adults of interest to digital marketers, which also showed that baby boomers and Gen Z are the most likely to hold brands accountable for accurate presentation of women. MediaPost

Facebook Launches New Dynamic Ads for Video Streaming Platforms
Facebook has rolled out a new variety of advertisements with the launch of its Dynamic Ads for Streaming option, which offers personalized previews and other new features aimed at brands that offer streaming services, the social media giant recently announced. Social Media Today

Trust Belt: Why We’re Losing Confidence In Technology [Edelman Trust Barometer]
Public trust in the technology sector has diminished, falling from 78 percent worldwide in 2019 to 68 percent in 2021, with an even larger decrease seen among those in the U.S., who had trust in the technology sector drop from 73 percent to 57 percent — one of several findings of interest to digital marketers in recently-released survey data. MediaPost

ON THE LIGHTER SIDE:

2021 April 9 Marketoonist Comic

A lighthearted look at “customer-centric culture” by Marketoonist Tom Fishburne — Marketoonist

April Fools’ Day: BMW’s self-driving car and Heinz and Innocent create ‘smoup’ — The Drum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • LinkedIn — Making an Impact with Executive Thought Leadership: 3 Cornerstones — LinkedIn (client)
  • Lee Odden — A Sneak Peek of Chapter 8 of The Common Path to Uncommon Success?!? — Entrepreneurs On Fire

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

Thanks for joining 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 Site Visitor Study, Trust In Tech Falls, Ad Spending Rebounds, & Pinterest’s First B2B Ad Campaign appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Tech Content Marketing Priorities, Spotify Podcast Audience Tops Apple, & LinkedIn’s New Video Cover Stories

2021 April 2 CMI MarketingProfs Chart

2021 April 2 CMI MarketingProfs ChartMore B2B Tech Content Marketers Successfully Building Trust, Loyalty
86 percent of B2B technology marketers have said that they rate their content marketing efforts as being successful, while 88 percent attributed that success to providing content that offers value — two of several findings of interest to digital marketers in recently-released report data. MarketingCharts

B2B Buyers Prefer Email Over Other Channels, Especially Older Generations, Study Finds
Email is the leading overall communication channel among B2B decision makers, preferred by 54 percent of millennials and 60 percent of members of older generations, while 51 percent of millennials said they see digital purchasing channels as fostering more personalized solutions, according to newly-released survey data. MediaPost

LinkedIn Adds New Profile Features, Including Video Cover Stories and ‘Creator Mode’
Microsoft-owned LinkedIn (client) has announced an array of new features that will bring a range of new creative options to B2B marketers in a forthcoming rollout, including the addition of video profile cover stories, a new creator mode, along with new LinkedIn Live broadcaster options, the firm recently announced. Social Media Today

Why People Unsubscribed During the Pandemic
38 percent of people have said that the pandemic hasn’t changed the likelihood of opening emails from brands, while the top factors for unsubscribing from brand emails included being contacted too frequently, receiving politicized content, and getting content that hasn’t been personalized — several of the statistics included in recently-released survey data. MarketingProfs

Forecast Says Spotify to Overtake Apple in Podcast Audience Size
Spotify’s podcast listener numbers are expected to increase to 37.5 million by 2023, and to overtake Apple in 2021, in a booming market that is expected to see ad spending of more than $1.5 billion by 2022, according to recently-released forecast data. MarketingCharts

Most Marketers Are Also Trapped At Home During Pandemic, Study Finds
More than 75 percent of marketers say that they are working from home, and 53 percent said that their workload had increased during the pandemic, according to newly-released survey data of interest to digital marketers. MediaPost

2021 April 2 Statistics ImageTwitter Spaces Will Soon Been Accessible Via Desktop PCs
Twitter’s audio-centric Twitter Spaces feature will become available from desktop computers in a forthcoming change that will allow broadcasters on the platform easier access to high quality microphones, a move that could also expand audiences, the firm recently announced. Social Media Today

Mobile advertising trends: Google leads in scale, while Facebook dominates quality
When it comes to mobile app user retention, Google moved farther ahead of Facebook during the second half of 2020, according to AppsFlyer’s twelfth-annual Performance Index report, which also showed a 20 percent drop in app installations on Apple’s iOS. Netimperative

GroupM Revises U.S. Ad Outlook Upward: Cites Improved Economy, Effects Of Federal Stimulus
Ad spending in the U.S. is expected to grow by over nine percent during 2021, a sharp turnaround from the two percent decrease seen in 2020, according to newly-released forecast data from GroupM of interest to digital marketers. MediaPost

Technology Content Marketers’ Priorities [Report]
Content marketers in the technology sector expect investment in website enhancements to be their organization’s top area of investment during 2021, followed by content creation, all forms of events, and paid content distribution, according to recently-released survey data. MarketingProfs

ON THE LIGHTER SIDE:

2021 April 2 Marketoonist Comic

A lighthearted look at “metrics metrics everywhere” by Marketoonist Tom Fishburne — Marketoonist

Priceless NFT Artwork Vandalized With Spray Paint Tool — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Learn Why and How Executives Should Become Active on Social Media — LinkedIn (client)
  • Lee Odden — 10 Virtual Events to Put You at the Top of Your B2B Game — True Influence
  • Lee Odden — Top 99 Digital Marketing & Growth Hacking Quotes — GrowthRocks

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 tuning in for the 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: B2B Tech Content Marketing Priorities, Spotify Podcast Audience Tops Apple, & LinkedIn’s New Video Cover Stories appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools

2021 March 26 MarketingCharts Chart

2021 March 26 MarketingCharts ChartInstagram Announces That Stories Drafts are Coming Soon
Facebook-owned Instagram will roll out a new scheduling option that will provide a helpful change for digital marketers who are using the native Instagram Stories interface, the firm recently announed. Social Media Today

B2B Highlights From “The CMO Survey”
51.3 percent of B2B marketers said they were more optimistic in January 2021 than during the fourth quarter of 2020, while 77 percent said it isn’t appropriate for their brand to take a stance on politically-charged issues — two of numerous findings of interest to digital marketers in new CMO survey data. B2B Marketing Directions

Study: Ad overload could pose steeper risk to brands than messages near inappropriate content
Some 52 percent of U.S. consumers say that they see overexposure to ads as the top cause of negative brand perceptions, especially those that were seen as distracting or otherwise intrusive, according to newly-released survey data. Marketing Dive

Google My Business releases tool to manage your reviews
Google has rolled out a new feature for its Google My Business service that allows marketers to conveniently monitor the status of multiple firm review take-down requests, the search giant recently announced. Search Engine Land

30-Second Video Ads Have Taken Over
Some 4 in 5 digital video ad impressions are comprised of the 30-second format, ousting the previous 15-second format as the most used video ad length, while the average time spent viewing videos ads has remained mostly stable, according to recently-released survey data. MarketingCharts

Zenith Forecasts Telecom Ad Spend Will Grow 4%-Plus Annually Through 2023
Nearly half of 2020’s $17.8 billion telecommunications industry advertising spending went to digital — the only channel with rising telecom ad spending — according to recently-released forecast data of interest to online marketers. MediaPost

2021 March 26 Statistics Image4As Report: Agencies Stepped Up In Times Of Trouble
Client engagement levels at advertising agencies climbed some 90 percent over the past year as the pandemic spurred increased use of online collaboration tools — one of several findings of interest to digital marketers in newly-released American Association of Advertising Agencies study data. MediaPost

Digital’s Big 3 Are Now The Majority Of U.S. Ad Spending
For the first time, in 2020 Google, Facebook and Amazon combined to attract the majority of ad spending in the U.S., with ad revenue for the so-called triopoly reaching more than $115 billion, according to recently-released analysis data. MediaPost

Advertisers Are Podcast Listeners, And New Report Finds That’s Also Making Them Ad Buyers
56 percent of advertisers say the global health crisis has given increased importance to podcast advertising, with a third of advertisers saying that podcast ads drive better brand buying consideration scores — two of several statistics of interest to digital marketers contained in recently-released podcast advertising report data. Inside Radio

How Should Brands Create Better Long-Term Relationships with Customers?
Just 17 percent of senior marketers say their firms track customer lifetime value (LTV), while 62 percent hope to improve LTV through developing a unified customer view, according to recently-released report data from the CMO Council and Deloitte. Understanding emotive drivers and delivering on brand promises top the survey list. MarketingCharts

ON THE LIGHTER SIDE:

2021 March 26 Marketoonist Comic

A lighthearted look at “reinventing the marketing 4Ps” by Marketoonist Tom Fishburne — Marketoonist

March Adness 2021: Vote for the Year’s Best Advertiser in Adweek’s Annual Bracket — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Why Content Is Important for SEO — Search Engine Journal
  • Lane R. Ellis — 10 Ways to Monitor and Improve Your Small Business Online Reputation — Small Business Trends
  • Lee Odden — Entrepreneurs on Fire: A Sneak Peek of Chapter 8 of The Common Path to Uncommon Success! — Entrepreneur on Fire
  • Lee Odden — What Does it Mean to Market with Empathy in 2021? — Heinz Marketing

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

Thanks for joining 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: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Livestreaming Use By Influencers Climbs, New Omnichannel B2B Report, LinkedIn’s New Campaign Worksheets, & Clubhouse’s Accelerator Program

2021 March 19 McKinsey and Company Chart

2021 March 19 McKinsey and Company ChartLonger Articles Associated with More Traffic, Shares
Longer articles tend to get greater numbers of views and shares, with 7,000-plus word articles the most likely to be shared and garner the most page-views, according to recently-released SEMrush data examining some 1.2 million blog articles. MarketingCharts

Gartner: 75% of VCs will use AI to make investment decisions by 2025
Study data looks at how shifting from gut-feel decisions to artificial intelligence-based investment has begun to affect venture capital, while moving from a pilot program to production is a top data science and machine learning challenge, newly-released report data shows. VentureBeat

Livestreaming finds a home among influencers
Live-stream content usage by influencers has remained steady during the pandemic, with some 37 percent of U.K. and U.S. social media users who follow influencers noting that they actively watched the live-stream influencer content, in surveys conducted both in May and September 2020, according to recently-released report data. eMarketer

Hootsuite’s Social Media Image Size Guide for 2021 [Infographic]
Hootsuite has rolled out its latest annual information sheet featuring the latest recommended image size specifications for top social media platforms, the company recently announced. Social Media Today

Almost Half of Adults Have A Negative View of Big Tech
Between 2019 and 2021, the number of US adults who held a very negative view of technology companies more than doubled, from 10 percent to 22 percent, while those who took either a somewhat or very positive view of tech firms fell from 46 percent to 34 percent, according to recently-released Gallup data of interest to digital marketers. MarketingCharts

LinkedIn Provides New Worksheets to Help Map Out Your On-Platform Ad Campaigns
Microsoft-owned professional social media platform LinkedIn (client) has released a new selection of worksheets and guides offering digital marketers helpful information on currently available advertising campaign options for the platform, the firm recently announced. Social Media Today

2021 March 19 Statistics ImageHispanics Feel Brands Don’t Understand Their Culture: Study
70 percent of U.S. Hispanics say that brands don’t understand the Hispanic culture, a figure that represents an increase from 59 percent in 2020, according to newly-released survey data. MediaPost

Clubhouse Launches Creator Accelerator Program to Help Support Broadcasters in the App
Rising audio-call-based communication iOS app Clubhouse has rolled out a new program aimed at helping selected broadcasters using the invitation-only platform by providing several resources, including financial support and sponsorship matching assistance, the company recently announced. Social Media Today

Marketers Lack Skills Needed for Success, Scoring 36% on Digital IQ Test [Report]
58 percent of marketers failed to correctly answer social media marketing questions relating to LinkedIn, while some 33 percent incorrectly answered the questions regarding Instagram — two of several statistics of interest to digital marketers in newly-released survey data. Boot Camp Digital

Omnichannel in B2B sales: The new normal in a year that has been anything but
B2B buyers increasingly say that they want to communicate using a combination of in-person, remote, and eCommerce channels rather that a single communication channel, according to recently-released report data examining the role of omni-channel sales during the pandemic. McKinsey

ON THE LIGHTER SIDE:

2021 March 19 Marketoonist Comic

A lighthearted look at “brands on social media” by Marketoonist Tom Fishburne — Marketoonist

The Buzzy, Chatty, Out-of-Control Rise of Clubhouse — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — B2B vs. B2C Influencer Marketing: The Single Biggest Difference — Webbiquity

Have you found your own key 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, and we hope you’ll 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: Livestreaming Use By Influencers Climbs, New Omnichannel B2B Report, LinkedIn’s New Campaign Worksheets, & Clubhouse’s Accelerator Program appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Emotional Connections Top Brand Loyalty Study, YouTube’s New Metrics, & Google My Business Adds Audience Discovery Data

2021 March 12 MediaPost GWI Chart

2021 March 12 MediaPost GWI ChartHow and Why B2B Marketers Are Using Intent Data [Report]
56 percent of B2B marketers use intent data to identify new target accounts, while 51 percent use this data to align sales and marketing, according to recently-released report data of interest to digital marketers. MarketingProfs

Post Engagement Rates Remain Far Higher on Instagram Than Facebook or Twitter
Across industries, Instagram saw an average engagement rate more than four times that of Facebook during 2020, according to a recently-released report that examined more than 22 million business page posts on Instagram, Facebook, and Twitter. MarketingCharts

Microsoft Bing updates search results interface to make it more visually immersive
Microsoft’s Bing has augmented its search result experience to include expanding image carousels and infographic-like knowledge panels, in addition to several other new additions, Bing announced recently. Search Engine Land

Google Gains Additional Data From Performance To Target Ads
Google’s popular My Business service has added a variety of new audience discovery features, along with updated reporting of performance data of interest to digital marketers, the search giant recently announced. MediaPost

YouTube Analytics adds ‘new’ and ‘returning viewer’ metrics
Google’s YouTube has brought digital marketers new information on unique and returning viewers, in analytics additions that are part of YouTube’s latest metrics update, the firm recently announced. 9to5Google

Data Shows How Emotional Connections Fuel Consumer Loyalty
80 percent of consumers say they want to build relationships with brands, and some 57 percent said that they didn’t change brands despite the global pandemic — two of several statistics of interest to online marketers in recently-released Merkle Loyalty Barometer report data. MediaPost

2021 March 12 Statistics ImageDespite Inbox Competition, Marketers Confident in Email’s Effectiveness
Some 39 percent of marketers said that their email marketing effectiveness held steady during 2020, while 30 percent said that they found email marketing to be slightly more effective than during the previous year, according to recently-released survey data. MarketingCharts

Twitter is Testing a New ‘Undo’ Option for Sent Tweets
Twitter has looked into implementing a brief five second window of time during which users could recall their tweets, a move that would primarily allow for the correction of grammar and spelling mistakes, Social Media Today reports. Social Media Today

Google Discovery Campaigns on the Rise
73 percent more advertisers were using Google Discovery campaigns during the fourth quarter of 2020 compared to the first quarter of the same year, up from 51 percent during Q3, according to recently-released Google Ads Benchmark report data. MarketingCharts

Info Is King: Study Finds Americans Simply Want Ads To Tell Them About Products
49.7 percent of U.S. consumers said that they most want production information from the advertising they receive, with 29.2 percent seeking ad relevance and 17.8 percent looking for personalized ads, according to newly-released research study data. MediaPost

ON THE LIGHTER SIDE:

2021 March 12 Marketoonist Comic

A lighthearted look at “brand safety whack-a-mole” by Marketoonist Tom Fishburne — Marketoonist

Pinterest hosts its first ad summit and opens new video ad space to brands — Ad Age

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Joshua Nite — What’s Trending: Fine-Tune Your Content Strategy — LinkedIn (client)
  • TopRank Marketing — Marketers You Should Know: 16 Brilliant Thinkers to Follow on LinkedIn — LinkedIn (client)
  • Lee Odden — B2B-Influencer-Marketing: Die Imagepfleger [In German] — ONEtoONE
  • Lee Odden — Chris Boggs: A Drink With Brent – 03/05/2021 — Brent D. Payne

Have you found your own key 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, and we hope that you will return once 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: Emotional Connections Top Brand Loyalty Study, YouTube’s New Metrics, & Google My Business Adds Audience Discovery Data appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: How B2B Tech Marketing Is Changing, The Rising Influence of Online Communities, B2B Sales & Marketing Sharing Study, & Brand vs Direct Response Campaign Report

2021 March 5 MarketingCharts Chart

2021 March 5 MarketingCharts ChartNew Channels, Better Targeting: How B2B Tech Marketing Is Changing [Survey]
54 percent of global B2B marketers plan to use more marketing channels during 2021, and 51 percent say they are seeking out new ways to tell their brand’s stories — two of several statistics of interest to digital marketers in newly-released report data from Spotify and WARC. MarketingProfs

New Report Looks at the Rising Influence of Online Communities
77 percent of consumers say that online groups are the single most important communities in their lives, a trend that has increased during the pandemic, according to recently-released global survey data. Social Media Today

Twitter announces paid Super Follows to let you charge for tweets
Twitter has announced a selection of payment tools that will allow online publishers to provide exclusive content on the social platform, while a new Twitter Communities feature will bring topic-specific groups to the platform. The Verge

Facebook Shares New Research into the Comparative Performance of Brand vs Direct Response Campaigns
Facebook has published results from three-year examination of 500 brand and direct response (DR) marketing campaigns, detailing how effectiveness varies across industries and target audiences, the social media giant recently announced. Social Media Today

62% of People Say Customer Photos Influence Purchase Decisions
Some 62 percent of consumers say they are more likely to make a purchase when they can first see customer photos and videos, according to recently-released survey data, also showing that other customer-created content also influences purchase decisions. Search Engine Journal

Does ‘brand purpose’ messaging actually impact consumer behavior?
82 percent of consumers say that they would pay more to choose a brand that supports a cause that is important to them, and 43 percent say they would pay twice as much to support such brands, according to newly-released survey data of interest to digital marketers. Campaign US

2021 March 5 Statistics ImageBrandwatch is acquired by Cision for $450M, creating a PR, marketing and social listening giant
Communication and public relations giant Cision has acquired social media listening platform Brandwatch for $450 million, in a move that will also see BuzzSumo among Cision’s properties, the firm recently announced. TechCrunch

TikTok, Facebook Are America’s Least-Trusted Platforms, 61% Want Tech Giants Regulated
TikTok, Facebook, and Twitter were the least-trusted platforms among U.S. consumers, while Google, Amazon, Microsoft and Apple occupied the most-trusted spots, according to recently-released November 2020 survey data. MediaPost

Google’s Message To The Ad Industry: We Won’t Build Our Own Third-Party Cookie Alternatives (And We Don’t Want You To Either)
Search giant Google announced that it does not plan to implement alternative tracking methods once it ceases online tracking cookie support in its Chrome web browser, and voiced its disapproval of email-based tracking alternatives — moves that have caused advertising industry speculation about the future importance of first-party data among digital marketers. AdExchanger

Fewer Than Half of B2B SMBs Report Shared KPIs for Marketing and Sales
Ideal customer profiles (ICPs) are the least shared among sales and marketing teams, while regular joint meetings between the two departments are the most frequency activities shared, according to recently-released B2B marketing and sales collaboration survey data. MarketingCharts

ON THE LIGHTER SIDE:

2021 March 5 Marketoonist Comic

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

Trader Joe’s, Great Value ‘Most Loved Brands’ — MediaPost

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP — NBCUniversal, Ad Council, and SAP Execs on the Power of Purpose-Led Marketing — Adweek

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

Thank you 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: How B2B Tech Marketing Is Changing, The Rising Influence of Online Communities, B2B Sales & Marketing Sharing Study, & Brand vs Direct Response Campaign Report appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Trust Tops Brand Marketer Study, Top Email Engagement Day Shifts, YouTube’s New Comparative Data, & Ad Prices Rise

2021 February 26 ANA MediaPost Chart

2021 February 26 ANA MediaPost ChartBrand marketers stick to trust-building strategies forged in 2020’s fires, study finds
91 percent of brand marketers will keep focusing on the strategies aimed at building trust they developed in 2020 as a response to the pandemic, according to recently-released survey data of interest to digital marketers. Marketing Dive

Ad Prices Forecast To Inflate 3% This Year
Digital display ad price inflation for 2021 is expected to be 3.4 percent, with digital video slightly higher at 3.6 percent, while this year is expected to hold some recovery from the impact of the pandemic in 2020, according to newly-released forecast data. MediaPost

In Engagement Shift, Friday Proves Top Day for Email Response Rates in 2020
With an 18.9 percent click-to-open (CTO) rate, marketing emails sent on Friday lead the way when it comes to engagement levels, according to recently-released survey data, with Saturday coming in as having the lowest engagement rates. MarketingCharts

YouTube Adds New Comparative Data Tools in YouTube Studio, and Info on Other Channels Your Audience Watches
Google’s YouTube platform has launched new features that allow digital marketers to compare the performance of their video content from between 24 hours up to 28 days, offering a new glimpse into a variety of performance metrics, the video giant recently announced. Social Media Today

Nielsen Launches Identity Sync, New Global Attribution System
Nielsen has rolled out a new global attribution system, Identity Sync, the firm’s identity-backed solution to the loss of cookie-based tracking systems, the firm recently announced. MediaPost

LinkedIn’s Developing a New Freelance Marketplace Platform to Facilitate New Opportunities
LinkedIn has been testing features which could expand on the platform’s existing ProFinder tool, adding enhanced professional freelancer connection functionality, according to an industry report. Social Media Today

2021 February 26 Statistics ImageHow IT Buyers’ Researching Behaviors Changed in 2020
More than 54 percent of information technology buyers spent more time researching solutions during the second half of 2020, with some 24 percent reporting research time staying flat — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs

3 Steps to Better Virtual Meetings
A clear definition of the behaviors an organization is trying to encourage will help forge more productive virtual meetings, as will finding and overcoming behavioral blockers, according to The Harvard Business Review, which recently took a look at how to make today’s online meetings more collaborative and engaging. Harvard Business Review

The Most Important Email Marketing Optimizations [Survey]
43 percent of marketers consider personalization the top characteristic to improve when it comes to email optimization, followed by data quality at 39 percent and email design at 34 percent, according to recently-released survey data. MarketingProfs

ANA Finds Half Of Ad Execs Have No Plans To Travel/Attend In-Person Events In 2021
Just 2.5 percent of advertising executives have said that they’re willing to fly for business in 2021, according to newly-released Association of National Advertisers (ANA) survey data of interest to online marketers. MediaPost

ON THE LIGHTER SIDE:

2021 February 26 Marketoonist Comic

A lighthearted look at “finding your brand purpose” by Marketoonist Tom Fishburne — Marketoonist

YouTube Reveals 2020 US Bumper Ads Leaderboard of Top 6-Second Ads — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Revamping Content Marketing — LinkedIn (client)
  • LinkedIn / TopRank Marketing — Debunking Full-Funnel Myths that Send Marketing Strategies Off Course — LinkedIn (client)
  • Joshua Nite — What Should Be Your First Steps When Starting a Business? Consider These 10 Tips — Small Business Trends
  • Lee Odden — 50 Quotes That Will Change The Way You Do SEO — SERPed

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

Thanks for joining us for the weekly TopRank Marketing B2B marketing news, and we hope that you will 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: Trust Tops Brand Marketer Study, Top Email Engagement Day Shifts, YouTube’s New Comparative Data, & Ad Prices Rise appeared first on B2B Marketing Blog – TopRank®.

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®.