B2B Marketing News: Digital Marketing Priorities, Ultimate CX, B2B Burnout, The Power of Podcasting

Digital Marketing Priorities 2020

Where Do Digital Marketers’ Priorities Lie for the Year Ahead?
Digital marketers have a clear vision of their priorities though some are working with less marketing resources than others, according to Altimeter’s State of Digital Marketing report for 2020. The report highlights that organizations are either cutting costs as a response to the financial uncertainties of the crisis or upping investments in digital to keep up with customers moving online. MarketingCharts

The CX Courtship: How B2B Brands Get To The Partnership Stage [Merkle Study]
The B2B customer experience should be just as smooth as B2C. But too often it’s not. Indeed, 35% of businesses with 1,000 or more employees find choosing a B2B supplier to be almost a nightmarish process, judging by Architecting The Ultimate Customer Experience, a study by Merkle, with participation from its gyro and B2B International agencies. MediaPost

B2B Pros Say: ‘We’re Burned Out’ By Pandemic: Study
B2B marketers are falling apart from the stress of COVID-19 and its ongoing impact, according to Revealing What’s Fact And What’s Fiction, a study by RollWorks. Of the marketers surveyed, 50% have suffered from pandemic-related burnout, And 50% say the lines between work and personal life have become more blurred in a negative way.  Email Marketing Daily

Google Page Experience Update To Launch May 2021 With New Snippet Labels.
The update will show new basic page performance and expected experience statistics to searchers, Google says. Search Engine Roundtable

How Social Issues Are Sparking Action Among Brands
A majority of consumers now expect brands to take a stand on social issues and work to effect positive change—though their sentiments are sometimes complicated. A June 2020 survey by Mindshare found that more than two-thirds of US adults said brands should play an important role when it comes to speaking out against racial inequality and injustice. However, six in 10 believed brands that spoke out were being opportunistic. eMarketer

B2B influencer marketing budgets 2021

Marketers Raise Podcast Volume to Eleven – The format is poised to become a permanent and powerful marketing channel
With podcast advertising racking up 48 percent year-over-year growth in 2019, according to an IAB study, the medium’s 14.7 percent projected growth in 2020 might seem anemic. But that slowed growth is merely a pandemic-induced blip on the radar. The longer-term outlook remains stellar, with spending projected to rebound almost 45 percent, to more than $1 billion in 2021, according to eMarketer, and marketers and media companies are making big bets on the format’s staying power. ANA

We’re in this together: 5 takeaways from Adobe Experience Makers EMEA 
This is a unifying moment for businesses. Across virtually every industry and discipline, business leaders are rethinking their approach to leadership, employees are finding new ways to perform their jobs in a digital world, and consumers are re-evaluating the way they make purchases. Adobe

Instagram Adds Keyword Search in Addition to Profiles and Tags 
Instagram has announced an update to its search functionality which will give users the capacity to search for specific keywords, as opposed to being limited to profiles, hashtags and locations. Social Media Today

Executing A B2B Integrated Marketing Strategy: Who and What’s Involved?
7 in 10 organizations have implemented integrated marketing to some extent, though it remains challenging for many, according to Demand Gen Report and True Influence’s report on the state of integrated marketing in B2B. When it comes to the best tools for executing an integrated marketing strategy, respondents cited CRM (80%), data tools (65%), reporting platforms (63%) and collaboration tools (44%) as particularly useful. MarketingCharts

New Survey Says We’re Spending 7 Hours Per Day Consuming Online Media 
A new survey conducted by the research firm DoubleVerify found that we’re now spending about seven hours per day consuming online content. In the past we typically spent about three hours per day consuming media. YouTube streaming has sky-rocketed, up 43% since the pandemic started. We’re also even more obsessed with Facebook with a usage increase of 40%. Forbes


Strategic Planning Cartoon Tom Fishburne
How to do strategic planning by Tom Fishburne — Marketoonist


TopRank Marketing – 2020 Research: The Current State & Future of B2B Influencer Marketing – Onalytica

TopRank Marketing Blog – Top 20 Digital Marketing Blogs and Their Specialties – Vocal

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

Thank you for joining us for our weekly B2B marketing news, and we hope that you will return again next Friday for another round-up 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.

B2B Marketing News: Demand Gen Adapts, B2B Buyers Taking Longer, Microsoft Digital Marketing Center Beta

Gartner Hype Cycle AI

The Gartner Hype Cycle for Artificial Intelligence, 2020 – Chatbots are projected to see over a 100% increase in their adoption rates in the next two to five years and are the leading AI use cases in enterprises today. Forbes

Bing is now Microsoft Bing as the search engine gets a rebrand – Microsoft doesn’t go into detail about why it added the company’s name to the Bing brand, other than it reflecting “the continued integration of our search experiences across the Microsoft family. The Verge

68% of B2B buyers say the length of their purchase cycles has increased over last year – The COVID-19 pandemic has led many B2B firms to lengthen their purchase cycles and to expect more personalized attention from vendors, according to recent research from Demand Gen Report. MarketingProfs

How B2B Demand Generation Has Adapted. Despite the impact of COVID-19, budgets for demand generation are holding up more than B2B marketing as a whole. Fewer than 1 in 5 (18%) B2B marketers say that they expect their budgets for demand generation to decrease, whereas 3 in 10 (31%) say their overall marketing budgets will fall. MarketingCharts

2021 B2B Content Marketing: What Now? [New Research] – Find out what content marketers are thinking, doing, and not doing when it comes to content creation and distribution, metrics and goals, team structure and outsourcing, budgets and spending. Content Marketing Institute

Study: Comparing the data from 8 SEO tools – The numbers you’ll find don’t match up. SEO metric tools are for general trend analysis and competitor benchmarking, not on specific numbers. Search Engine Land

Snapchat is pitching high-frequency, high-reach ‘Platform Burst’ ad campaigns – The new offer is a media buy advertisers can use to ensure their campaigns reach a certain amount of people in the app frequently over three or five days, according to three agency execs who are considering it. Digiday

Always On Influencer Marketing Statistic

Nearly half of consumers will try new brands if the ad is relevant – Consumers are spending more time at home with online content, especially connected TV (CTV) and social media. Since the beginning of the COVID-19 pandemic, the average time interacting with online content has doubled globally. Marketing Dive

Video ads drive a 48% higher sales rate than static ads, study says – WARC forecasting an 18.3% global increase for e-commerce ads this year even as overall ad spending drops 8.1% Mobile Marketer

Facebook Announces Integration of Messenger and Instagram Direct, Adds New Messaging Features. When complete, WhatsApp will also join Facebook’s messaging integration upgrade. Social Media Today

Google, The Trade Desk, MediaMath, Amobee, Adobe and Adform Lead The Pack In Gartner’s 2020 Ad Tech Magic Quadrant – New entrants include Beeswax, Centro, Mediaocean and Zeta Global.  Ad Exchanger

Microsoft Digital Marketing Center is now available in open beta in the U.S Microsoft’s Digital Marketing Center for search and social management adds features, opens beta. The free platform is now open to U.S. small businesses. Search Engine Land


Marketoonist Psychographics
“In trying to deliver the right message to the right person at the right time, it’s important for marketers to draw a line between cool and creepy.” by Tom Fishburne — Marketoonist

Home Depot’s Sold-Out Giant Halloween Skeletons Creep Into Brand’ Social Feeds – Budweiser, Slim Jim, Natty Light and others are getting into the Halloween spirit—but might just turn people green with envy. AdAge


  • Lee Odden — What’s Trending: Getting Better All the Time — LinkedIn (client)
  • Lee Odden – The Norse God, Lee Odden on Fitness and B2B Influencer Marketing – CoronaRadio 8.18
  • Lee Odden – 365 Marketing Quotes to Keep You Fired Up All Year – Skyword

Have you found your own top marketing stories 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 weekly B2B marketing news, and we hope you’ll return again next Friday for another look at 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.