B2B Marketing News: Biggest B2B Differentiators Study, Facebook Buys Giphy, LinkedIn Prepares Stories, & Facebook’s New Video Chat

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    2020 May 22 MarketingCharts Chart

    B2B Decision-Maker Survey: COVID-19’s Impact on Marketing, Buying, and Sales
    65 percent of enterprise B2B buyers now view online interactions as being more important than traditional vendor conversations, one of several findings of interest to digital marketers contained in newly-released U.S. B2B pandemic response survey data. MarketingProfs

    Facebook just bought Giphy
    Facebook has acquired popular animated GIF image platform Giphy in a $400 million move that will likely bring deeper integration with both Facebook-owned Instagram and its messaging features, the social media giant announced.Engadget

    LinkedIn Stories Is Almost Here: Will It Reinvent the B2B Social Media Landscape?
    LinkedIn (client) has tested its variation of the popular ephemeral stories format. When rolled out to the Microsoft-owned platform’s 690 million users, LinkedIn Stories would bring B2B marketers on the platform a new digital storytelling tool option. MarketingProfs

    Brand Awareness is Top of Mind in Email Signature Marketing
    82 percent of marketers seek brand awareness from email signature marketing, topping the list of objectives in recently-released survey data, which also showed that 48 percent look to drive website traffic via email, while just 19 percent are looking for customer retention, the survey found. MarketingCharts

    Google is auditioning candidates to succeed the third-party cookie
    With the use of traditional Web tracking cookies largely being abandoned, Google has continued its testing of the firm’s recently-announced Privacy Sandbox alternative, which still works with the ad auction format, the search giant announced. Digiday

    ANA Report Finds Most Marketers Have Supplier ‘Diversity’ Programs, About Half Impact Marketing/Ad Services
    While some 75 percent of marketing firms incorporate supplier diversity initiatives, just 40 percent is specifically for advertising services, one of several findings of interest to digital marketers in recently-released report data from the Association of National Advertisers (ANA). MediaPost

    2020 May 22 Statistics Image

    Facebook’s ‘Messenger Rooms’ Multi-Participant Video Chat Option is Now Available to All
    Facebook has launched its Messenger Rooms video messaging feature with a global release that includes up to 50 video participants and the ability to drop in via Facebook’s feed, the firm recently announced. Social Media Today

    Reddit overhauls ad sales, with a new boss from Pinterest
    Reddit has tapped a former Pinterest and Google advertising leader in a new move aimed at bringing more brand advertising activity to the platform, a shift that has also seen the firm restructuring its sales team to adjust to changes brought by the global health crisis. Digiday

    Pandemic Sentiment Shifts From ‘Acute’ To ‘Transitory,’ Here’s What Consumers Want From Brands
    Some 56 percent of global consumers say that they now approve of brands advertising primarily as normal, according to recently-released survey data of interest to online marketers. 10 percent of respondents, however, said that they somewhat disapprove of brands returning to normal advertising, while 5 percent strongly disapprove, the survey noted.MediaPost

    Marketers at B2B Firms Tout the Value of Social Media
    37 percent of B2B decision-makers see a brand’s social media presence as the biggest online differentiator, according to newly-release survey data, followed by the digital experience and self-service options both at 33 percent, and content marketing and community involvement, both at 31 percent. MarketingCharts


    2020 May 22 Marketoonist Comic

    A lighthearted look at “communicating in a crisis” by Marketoonist Tom Fishburne — Marketoonist

    Freelancer Channels Inner Don Draper to Write $15 Blog for Used Car Dealership — The Hard Times


    • TopRank Marketing — 25 Best Digital Marketing Blogs You Need to Follow in 2020 — Better Business Tools
    • Lee Odden — Marketing Through Uncertain Times: Insights From 15 Experts [PDF] — InsightBrief
    • Lee Odden — 20 Marketing Experts on Content that Helps Sales Reps Sell – Part 1 — Modus
    • Lee Odden — 20 Marketing Experts on Content that Helps Sales Reps Sell – Part 2 — Modus
    • Lee Odden and TopRank Marketing — The Definitive List of 2020 Content Marketing Predictions and Other Goodies — UpScribed
    • Lee Odden — Social Media in Times of Social Distancing Planable Webinar [VIDEO] — Planable
    • TopRank Marketing — 20 Clever Link Building Techniques to Earn High-Quality Backlinks — Kevin Payne
    • Lee Odden — 6 Engaging Webinar Formats to Create More Compelling Content — TwentyThree
    • TopRank Marketing — 25 Best Digital Marketing Blogs You Need to Follow in 2020 — Better Business Tools

    Have you found your own top B2B content marketing or digital advertising stories from the past week of news? Please let us know in the comments below.

    Thanks for joining us this week, and we hope 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. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.