B2B Marketing News: How B2B Events Are Changing, Consumers Switch Brands During Pandemic, & New B2B Micro-Segmentation Data

2020 July 24 CEIR Chart

Study: Most Americans Permanently Changing Brands During Pandemic
45 percent of U.S. consumers have switched at least one brand preference during the global heath crisis, and some 62 percent believe that their brand change will become permanent — two of several items of interest to digital marketers in recently-released survey data. MediaPost

How microsegmenting boosts B2B conversion rates
Micro-segmentation helps both B2B sellers and customers, with better conversion rates and more relevant customer experiences, with some 68 percent of B2B buyers noting that it’s important for vendors to present relevant content throughout the buying cycle without having to rely on salespeople, according to recently-released Forrester report data. Digital Commerce 360

Gartner Identifies Five Technologies to Drive More Agile and Scalable Advertising Capabilities for Marketers
The digital advertising trends having the most impact on the industry have been outlined in Gartner’s latest annual Hype Cycle for Digital Advertising 2020 report, showing the rise of Advanced Supply-Side Bidding (ASSB), Identity Resolution (IDR) and other areas of interest to digital marketers. MarTech Series

Facebook Releases New Web Collage App via its Experimental NPE Team
Facebook’s New Product Experimentation (NPE) test-bed team has launched an experimental image display app called E.gg, offering a throwback look for modern photo collages that could eventually bring marketers new visual display opportunities, the social media giant recently announced. Social Media Today

What Types of Content Generate Leads That Convert?
Marketers generate the most lead conversions by utilizing online content that incorporates video, which was seen as the most effective format by 41 percent of marketers, followed by webinars at 36 percent, and original research at 36 percent, topping the list of newly-released survey data of interest to digital marketers. MarketingCharts

LinkedIn Provides More Tips for Virtual Events in New Guide Book
Microsoft-owned LinkedIn (client) has published new insight into using its LinkedIn Live and Events features, including marketing survey data showing that some 69 percent of marketers find it challenging to make the move to virtual events, the firm recently announced in conjunction with the launch of its second-ever events guide. Social Media Today

2020 July 31 Statistics Image

Infographic: Consumers Want to See More Brands in the Esports Realm
Today’s consumers would like to find more brands including e-sports in their campaign efforts, with 72 percent saying that would like to see brands that are savvy enough to use the medium’s fast-paced conversation. The gaming industry is the most dominant media channel for Gen Z and millennials, and is expected to top $1.5 billion in brand spending, according to recently-released infographic data. Adweek

Zenith: Global Ad Spend Projected To Drop 9.1% This Year
Overall global advertising spending for 2020 is expected to fall by 9.1 percent, while digital ad spend is forecast to see only a 2 percent decrease, with digital accounting for more than half of global ad spend, according to recently-released Zenith report data. MediaPost

Facebook Tests New Page Design Which De-Emphasizes Like Counts
Facebook has begun testing pages that don’t include page like buttons, instead placing focus on having users follow pages. The expanded test, which has been limited to certain public figures, has now also been implemented for some business pages, the firm recently announced. Social Media Today

How COVID-19 Is Affecting the B2B Exhibition Industry
73 percent of B2B event organizers have had to cancel a physical event because of the pandemic, and 81 percent have begun providing virtual alternatives, according to recently-released survey data of interest to digital marketers. MarketingProfs

ON THE LIGHTER SIDE:

2020 July 31 Marketoonist Comic

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

Street Artists Reimagine Classic Ralph Lauren Polo Shirt for AR-Enabled Murals — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Is B2B Influencer Marketing Effective During A Crisis? — Tribal Impact
  • TopRank Marketing — 33 of the Best Social Media Marketing Blogs of 2020 — HubSpot
  • Joshua Nite — Shake Up Your Business Strategies with These Community Suggestions — Small Business Trends
  • Lee Odden — C-Suite Marketing Episode 5: Lee Odden of TopRank Marketing [Podcast] — ITSMA / SoundCloud
  • Lee Odden — B2B Influencer Marketing — Evans on Marketing

Have you come across your own favorite 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, and please return again next Friday for another collection 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.

B2B Marketing News: Digital Ad Budgets To Grow In 2021, Google’s Rich Results Tool Goes Mainstream, & More Listeners Are Paying For Podcasts

2020 July 10 MarketingCharts Chart

Gartner CMO Spend Survey Shows How Digital Budgets Will Increase In 2021
Within the next 18 to 24 months digital marketing budgets will return to business-as-usual levels, according to 57 percent of CMOs in recently-released survey data from Gartner, also showing 78 percent aggregate growth for digital ad budgets in the forecast for 2021. 44 percent also said that they face mid-year budget cuts this year due to the global health crisis. MediaPost

HubSpot: A Look Back at How COVID-19 Impacted Businesses in Q2
Up to 60 more sales team email has been sent during the pandemic, seeing open rates 18 percent above pre-COVID levels, with companies sending less email achieving the highest open rates — several of many finding of interest to digital marketers contained in newly-released report data from HubSpot’s weekly performance metrics. HubSpot

Email Draws Lead Generation Budget Dollars: Study
58 percent of marketing professionals and research subscribers in both B2B and B2C say that social media is an effective channel for lead conversion and relationship-building — topping the chart of effective methods according to new survey data, followed by email at 49 percent, and websites and search engine optimization (SEO) with 44 percent. MediaPost

Google: The Rich Results Test is out of beta
Google has taken its Rich Results Test tool out of beta testing, and those marketers still using the search giant’s existing Structured Data Testing Tool should plan to move entirely to the new replacement, as Google will begin to deprecate the existing tool, the firm recently announced. Google Webmaster Central Blog

YouTube Explains Some Common Algorithm and Video Distribution Queries
YouTube has shared new information on how click-through rate (CTR) and average viewer duration (AVD) are used in determining the Google-owned firm’s video distribution, along with the performance that marketers achieve on the platform, and offered advice on factoring in competition, topical interest, and seasonality. Social Media Today

Twitter’s Working on a New Collaborative Option for Fleets
Twitter’s previously-announced ephemeral story-tweets — called fleets — are undergoing testing which includes multi-user collaborative elements and discussion features, some similar to Instagram’s co-streaming options, it was recently reported. Social Media Today

2020 July 10 Statistics Image

Google Image Search Knowledge Panels Now Live
Google’s previously-announced knowledge panel test — with expandable elements for image searching — has launched according to the firm. The scope is currently limited to images of people, places, and things, however future expansion is planned, Google noted. SEO Roundtable

Most Ad Pros Experiencing Work-From-Home ‘Burnout,’ Rank Highest Among Those Seeking A New Job
Advertising industry and technology professionals top a recent list of those undergoing burnout caused by working from home during the global health crisis, with advertising professionals most likely to look for new work due to the workplace burnout, according to recently-released survey data. MediaPost

Gen Z wants brands to be ‘fun,’ ‘authentic’ and ‘good,’ study says
Some 58 percent of Gen Z survey respondents said that they can’t be offline more than 4 hours without becoming uncomfortable, with 66 percent also noting that they believe the internet brings people closer together, according to recently-released survey data of interest to digital marketers. Marketing Dive

Around 1 in 6 US Adult Podcast Users Have Paid to Listen to a Podcast
17 percent of U.S. adult podcast listeners have paid to listen to at least one broadcast, however around 80 percent of those who haven’t paid to listen to a podcast say they are either not very likely or not at all likely to do so, according to recently-released survey data of interest to digital marketers. MarketingCharts

ON THE LIGHTER SIDE:

2020 July 10 Marketoonist Comic Image

A lighthearted look at “facebook ad boycott and 10+ years of facebook cartoons” by Marketoonist Tom Fishburne — Marketoonist

Fourth Job Listed on Man’s Facebook Profile Also Only Real One — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — The Future of Marketing: 50 CMO Quotes On How Marketing Has Changed — Marketing Insider Group
  • Ashley Zeckman — Masters of Marketing #56 – The New Era of Influencer Marketing w/ Ashley Zeckman [Video] — Masters of Marketing / YouTube
  • Lee Odden — 8 Creative and Affordable Marketing Ideas for Small Businesses — Digitalogy

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.

Thank you for taking the time to join us, and we hope you’ll come back next Friday for another collection 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.

B2B Marketing News: 3 New B2B Marketing Studies, Twitter’s Audio Tweets, Google’s Pinterest-like Keen Project, & Gen Z Digital Consumption Habits

2020 June 26 MarketingCharts Chart

The 10 Traits B2B Buyers and Managers Value Most in Salespeople
42 percent of B2B buyers value active listening when it comes to interacting with salespeople, according to recently-released survey data from LinkedIn (client), while 38 percent value problem solving, 38 percent confidence, and 34 percent who said that they value relationship building skills. MarketingProfs

Addressing the B2B void between product data and online sales [Survey]
52.8 percent of B2B professionals expect to add voice-controlled search technology to their customer experience (CX) program within the next 12 months, according to newly-released report data, while 44.8 percent plan to add live chat, and 39 percent expect to install new augmented reality (AR) and virtual reality (VR) technology. Digital Commerce 360

The Biggest Challenges to Aligning B2B Marketing and Sales Teams
Half of marketing and sales professionals primarily at B2B firms find that their biggest challenge to aligning sales and marketing is a lack of complete or accurate data about target accounts and prospects, according to recently-released survey data, while some 47 percent said that communication was the top alignment challenge. MarketingProfs

New Report Looks at How COVID-19 Consumption Behaviors will Influence Gen Z Activity Moving Forward
Younger consumers in the Gen Z and millennial demographics have shifted their digital habits more quickly during the pandemic, and are more likely to stick to the new patterns in the future, according to newly-released Snapchat survey data using predictive technology. Social Media Today

Advertisers continue to defer ad spend due to COVID-19: report
Major multinational firms have maintained holding off on a return to pre-pandemic advertising spending, with 40 percent expecting to defer ad spend by six months, according to recently-released World Federation of Advertisers (WFA) data of interest to digital marketers. Mobile Marketing

Twitter starts rolling out audio tweets on iOS
Twitter has given some of the platform’s iOS users the ability to record and include audio in tweets, opening an array of new marketing options for digital advertisers, the firm recently announced. The current test — which is not yet available to Android device users — allows audio recordings of up to 140 seconds with the ability to roll longer audio into multiple tweets, Twitter noted. The Verge

2020 June 26 Statistics Image

Google’s latest experiment is Keen, an automated, machine-learning based version of Pinterest
Google has launched a pin-board image-based content curation service test called Keen, that utilizes both machine learning along with human collaboration techniques to form automated Pinterest-like collections, the firm has announced. TechCrunch

LinkedIn Publishes New Guide on Using Its Events and Live-Streaming Tools
LinkedIn (client) has published an expanded new guide to help brands use both LinkedIn Live and Events with their Pages, along with announcing forthcoming features for capturing event registrations and retargeting event attendees, the Microsoft-owned platform announced. Social Media Today

Google pushes “text fragment links” with new Chrome extension
Google has rolled out its own deep-link capable extension that allows Chrome users to cite any portion of a webpage even if it hasn’t been set up as anchor text on the hosting website, the search giant recently announced. Will the move lead to marketers increasing their use of citation-specific linking? Ars Technica

What Support Do B2B Marketers Offer Sales?
52 percent of B2B marketers utilize case studies as their top choice for providing information to sales, according to recently-released survey data, while 51 percent use product or service collateral, 48 percent use primary research, 45 percent commercial insights, and 43 percent video material. MarketingCharts

ON THE LIGHTER SIDE:

2020 June 26 Marketoonist Comic Image

A lighthearted look at “strategic options in a recession” by Marketoonist Tom Fishburne — Marketoonist

IBM Condemns Use Of Facial Recognition Software For Anything Other Than Matching People With Their Celebrity Doppelganger — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing / Prophix — 8 Interactive eBook Examples to Inspire Your B2B Content Marketing — DivvyHQ
  • Lee Odden — Virtual Summer School: Making the Most of New Digital Opportunities — IABC Minnesota / Eventbrite
  • TopRank Marketing / Prophix / LinkedIn — LinkedIn Marketing: The Definitive Guide [2020] — Loomly
  • Lane R. Ellis / TopRank Marketing — Der SEO-Wochenrückblick KW 25/20 [In German] — artaxo GmbH
  • Nick Nelson — 10 Tips to Help Small Businesses Create Better Customer Experiences — Small Business Trends
  • Lee Odden / TopRank Marketing — Directivos en redes sociales ¿Qué tan sociales deben ser? [3 tips] [In Spanish] — Luismaram

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.

Thank you for taking the time to join us, and we hope you’ll come back next Friday for another collection 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.

B2B Marketing News: Top B2B Strategies, 2021 Ad Market Recovery Forecast, Brands Spending More on Social, Facebook’s Giphy Buy Under Review

2020 June 19 MarketingCharts Chart

B2B Wannabes: Most Brands Have A Customer-Centricity Gap, Study Finds
71 percent of B2B brands have digital experiences that don’t meet customer expectations and needs, while 82 percent have implemented a digital transformation project — two of several statistics of interest to digital marketers contained in recently-released study data. MediaPost

Global Advertising Market Expected to Recover in 2021
2021 will see global advertising recovering from losses brought about due to the ongoing pandemic, with 2 percent overall digital advertising growth forecast, and video growth predicted at 10 percent and social at 7 percent, according to newly-released report data from Magna Global. Adweek

AppsFlyer: App Retargeting Conversions Jumped During Coronavirus Lockdowns
Owned and paid re-targeting conversions rose by 31 percent and 35 percent respectively between February and April, illustrating how app installations climbed during the initial periods of the global health crisis, according to recently-released app re-targeting report data. Adweek

Businesses See Online Growth During Pandemic: Study
46 percent of businesses selling online have seen growth during the pandemic, with some 52 percent planning to spend more on social media and 64 percent expecting to increase speaking on their websites, according to recently-released survey data on interest to digital marketers. MediaPost

Facebook’s Acquisition of Giphy Is Under New Review
Facebook’s $400 million acquisition of animated GIF platform Giphy is under review by the U.K.’s antitrust authority, causing the social media giant to temporarily halt integration with Instagram during the antitrust inquiry. Adweek

Twitter’s Adding a New Prompt on Retweets When Users Haven’t Opened the Link
Twitter has begun efforts to make it more difficult for users to share links to content they haven’t read, implementing a test that prompts users when they retweet links they haven’t opened via Twitter — a shift that could impact how marketers use and measure campaigns on the platform. Social Media Today

2020 June 19 Statistics Image

Mobile game ad revenue jumps 59% during pandemic
Digital marketers have observed mobile game advertising revenue increases of 59 percent during the ongoing pandemic, accompanied by click-through rates (CTR) for mobile gaming ads that climbed by 34 percent during the period, according to recently-released report data. Mobile Marketer

Pinterest has begun testing a new version of stories, called Story Pins, with US creators
Pinterest has given some users a trial version of a new variety of story-format pins aimed at sharing ideas, with the Story Pin test also adding new editing, publishing, and video features,  the social platform recently announced. TechCrunch

Google’s New Head of Search – Prabhakar Raghavan
Recent Google head of search addition Prabhakar Raghavan is a long-time search industry professional, and Search Engine Journal takes a look at the new Google search lead and what he brings to the role. Search Engine Journal

What’s in B2B Marketers’ Strategic Plans This Year?
78 percent of B2B marketing professionals plan to use content marketing in their overall strategy for 2020, topping a list of recently-released survey data, followed by 77 percent who expect to use digital ads, PPC or re-targeting, 75 percent who plan to use email, and 71 percent to expect to use video. MarketingCharts

ON THE LIGHTER SIDE:

2020 June 19 Marketoonist Comic Image

A lighthearted look at “zoom fatigue” by Marketoonist Tom Fishburne — Marketoonist

Millennial Excited to Return to Pokémon Snap With Photography Degree Under His Belt — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — How YouTube Can Make Video Builder a More Useful Tool — Search Engine Journal
  • Lee Odden — Authors in Quarantine Getting Cocktails [Libsyn Podcast] — Libsyn

Do you have 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, 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.

B2B Marketing News: C-Suite B2B Content Consumption Study, Twitter’s Scheduled Tweets, Instagram’s Double Stories, & YouTube’s New Chapters

2020 June 5 MarketingCharts Chart

Twitter now lets you schedule tweets from its web app
Marketers looking for alternatives to how they schedule tweets now have the option to do so directly within Twitter itself. Twitter’s rollout of what had been solely a test feature that began in November also includes the ability to save draft tweets, the firm has announced. The Verge

Would People Rather Watch an Ad or Share Their Email Address?
U.S. consumers prefer watching an ad over offering up their email address, with nearly 75 percent saying that they would choose a 30 second ad in exchange for free content, while only 25.4 percent said that they would rather disclose their email information, according to newly-released report data. MarketingProfs

TikTok sees 10x surge in April with in-app revenue of $78M
With a tenfold increase in April in-app revenue hitting the $78 million mark, video-sharing social networking platform TikTok overtook YouTube for non-game app spending for the month, according to recently-released research data. Mobile Marketer

Email Flies: Engagement Rises By 200% During COVID-19 Pandemic
Email marketing has met increasingly-engaged audiences during the pandemic, with engagement rates up some 200 percent according to new report data. The study also found that Google Ads and paid social climbed by some 52 percent, while paid search has seen a drop of 44 percent. MediaPost

Record digital ad revenue preceded slowest quarter in a decade, IAB finds
A record $125 billion U.S. digital ad revenue during 2019 was followed by the slowest quarter in 10 years, according to recently-released study data from the Interactive Advertising Bureau (IAB). Mobile ad spending now accounts for 70 percent of all digital ad spend, the report also notes. Marketing Dive

YouTube’s new Chapters feature lets you jump to a specific section of a video
Digital marketers have a new tool for YouTube video content, as the Google-owned firm has rolled out YouTube Chapters — an optional smart indexing feature that splits videos into parts to make finding certain information within a video easier. CNET

2020 June 5 Statistics Image

Instagram is Testing a Double-Story Stories Feed with Some Users
Facebook-owned Instagram’s popular Stories feature has been expanded to show twice the number of Stories at once, as part of a test that also included new methods for switching between Stories, the firm recently announced. Social Media Today

Consumers want social ads to show return to normalcy, study says
More consumers want brands to place greater focus on helping foster a return towards normalcy than how to stay safe during the pandemic, especially among those in the U.S., according to recently-released global survey data. Mobile Marketer

Facebook Adds Option to Send Marketing Emails via Pages App
Facebook has been testing a new feature that lets marketers keep a contact database in Facebook and create email campaigns to be sent directly from the platform, including the ability to upload email lists via spreadsheets, the social media giant has announced. Social Media Today

Does Your B2B Content Target an Active Audience?
Tuesdays and Wednesdays at 10:00 a.m. and noon are the top B2B content consumption days and times among executive corporate level B2B buyers, according to recently-release survey data from NetLine. MarketingCharts

ON THE LIGHTER SIDE:

2020 June 5 Marketoonist Comic

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

Reconstructing a lost NES game from 30-year-old source code disks — Game History

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — The Marketing Book Podcast – Lee Odden: Authors in Quarantine Getting Cocktails — The Marketing Book Podcast
  • SAP — What SAP did digitally to address the COVID-19 climate — CMOAustralia
  • TopRank Marketing — Top 25 Influencer Marketing Agencies to Increase Your Brand Awareness — Kevin Payne
  • Lee Odden — Break Free of Boring B2B with Influential Content Experiences — SEMrush
  • LinkedIn — LinkedIn has a new CEO. Here are 30 power players and rising stars helping him lead the company — Business Insider
  • Lee Odden — Top 10 Digital Marketing Articles of this Week: 29th May 2020 — Page Traffic Buzz
  • TopRank Marketing — Top 60 Best Digital Marketing Websites and Blogs — Plerdy
  • Lee Odden — 5 Hours of Content Marketing — SEMrush

Have you come across 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 taking the time to join us, 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.

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

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

ON THE LIGHTER SIDE:

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 & CLIENTS IN THE NEWS:

  • 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.

B2B Marketing News: Changing B2B Sales Models, LinkedIn Adds Polls, Social Media Engagement Data, & Twitter’s Scheduled Tweets

2020 May 15 MarketingCharts Chart

COVID-19’s Impact on B2B Software Budgets
31 percent of B2B software buyers say they’ll spend less due to the pandemic, while 30 percent said that spending won’t be affected, according to recently-released survey data. Web conferencing, collaboration, and remote desktop software were the three top segments for expanded spending, the survey also noted. MarketingProfs

90% of people buy from brands they follow on social media, study says
Nine out of 10 people purchase from the brands they follow on social platforms, and the amount they spend climbed 12 percent from 2019 figures — two of numerous findings of interest to digital marketers contained in new report data. Just 23 percent of marketers use social media data for measuring return-on-investment (ROI), the report also noted. Mobile Marketer

LinkedIn Adds Poll Feature
LinkedIn (client) has rolled out a user polling feature to members, offering marketers a new avenue for gathering community sentiment, the Microsoft-owned professional social media platform announced this week. Adweek

Eric Schmidt, who led Google’s transformation into a tech giant, has left the company
Longtime former Google chief executive Eric Schmidt — a staple public face at the company — has exiting the firm, after nearly 20 years with Google and its parent company Alphabet, the firms recently announced. CNET

Digital ad market not yet ‘back to normal’ but recent stability fuels optimism
Advertisers are finding more stability in the global ad market than was seen during March, according to newly-released data of interest to digital marketers from Socialbakers, which also found that traditional daily ad performance click-through-rate (CTR) peaks have largely disappeared, as most consumers have been working from home. Campaign

Brands and Retailers Are Changing Their Approach to Influencer Marketing
Financial firms have increased their use of influencer marketing to drive awareness of services in higher demand due to the global health crisis, according to recently-released survey data which also found that app developers have turned up their use of influencers. eMarketer

2020 May 15 Statistics Image

Consumers tire of COVID-19-related ads, survey finds
41 percent of consumers are ready to hear brand messaging that’s not pandemic-related, while 73 percent said that recent increases in the frequency of messages from brands has been appropriate — some of the findings of interest to online marketers in newly-released global survey data. Marketing Dive

New Survey Looks at How Marketers and Consumers View Social Media Engagement
Sprout Social’s latest Social Index report explores social engagement challenges and solutions, and found that 69 percent of marketers use social media primarily to increase brand awareness, with 46 percent doing so to expand a brand’s audience. Social Media Today

Twitter is rolling out tweet scheduling feature to some users
Twitter has been actively testing a variety of new desktop tweet scheduling functionality that could eventually expand brand marketer publishing options on the platform. The Next Web

B2B Decision-Makers Say Changes to Their Go-to-Market Approach Are Likely to Stick After COVID-19
57 percent of B2B U.S. firms have cut back spending on marketing due to the global health crisis, recently-released survey data shows, while self-serve interactions such as e-commerce and use of web support have both increased, the B2B sales study also noted. MarketingCharts

ON THE LIGHTER SIDE:

2020 May 15 Marketoonist Comic

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

Former Reddit Mod Successfully Re-Enters Society as Wikipedia Editor — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — How to boost SEO flow like a pro during COVID-19 — Ragan
  • Lee Odden — 5 Hours of Content Marketing — SEMrush

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

Thank you for taking the time to join us this week, and we hope you’ll join us 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.

B2B Marketing News: Brands Spending More on Data, Spotify Turns Video Chats into Podcasts, & Consumers Trying More New Brands

2020 May 8 MarketingCharts Chart

How COVID-19 Is Impacting Business Event Planning
70 percent of business event planners have changed previously-planned in-person events to virtual platforms due to the pandemic, and 47 percent expect that once it ends people will still be hesitant to travel, with 27 percent expecting a swift uptick in real-world events due to pent-up demand, according to newly-released survey data from the Professional Convention Management Association (PCMA). MarketingProfs

Google ad sales steady after coronavirus drop; Alphabet leads tech share rally
2020 first-quarter advertising sales at Google tallied $33.8 billion, with 73 percent coming from search and 12 percent from its YouTube property, and Google’s ad business accounting for some 83 percent of revenue for parent firm Alphabet, according to newly-released financial results. Reuters

Spotify-owned Anchor can now turn your video chats into podcasts
Spotify will utilize its Anchor property to make it possible to convert video meeting content into podcasts, offering marketers new options for making use of a virtual hangout video content podcast conversion feature, Spotify recently announced. TechCrunch

Google’s new Podcasts Manager tool offers deeper data on listener behavior
Google has rolled out a new podcast analytics data feature — Podcasts Manager — that provides marketers an assortment of new podcast listening data, the search giant recently announced. Marketing Land

LinkedIn’s up to 690 Million Members, Reports 26% Growth in User Sessions
LinkedIn (client) saw its user base increase to 690 million members — up from 675 in January — with an accompanying 26 percent increase in user sessions, and LinkedIn Live streams that increased by some 158 percent since February, according to parent firm Microsoft’s latest earnings release. Social Media Today

Advertisers Continued to Gravitate to Instagram in Q1
Advertisers moved to spend more on Instagram during the first quarter of 2020, with ad spending up 39 percent year-over-year on the platform, holding steady at 27 percent of parent company Facebook’s total ad spend, according to recently-released Merkle data. MarketingCharts

2020 May 8 Statistics Image

Brands Are Using More Data And Spending More On It: Study
B2B marketers are making greater use of data and spending increasingly to gather it, according to recent report data from Ascend2, showing that 47 percent use engagement data to make marketing decisions, one of several report statistics of interest to digital marketers. MediaPost

Most consumers are trying new brands during social distancing, study finds
Brands are seeing newfound levels of audience interest, with an uptick in consumer interest for trying new brands that has been observed during the pandemic, with members of the Gen Z and Millennial demographic seeing the biggest increases, according to recently-released survey data. Campaign US

Marketers Ante Up for In-Game Advertising
A $3 billion in-game advertising market in the U.S. alone has attracted additional advertisers, and a new Association of National Advertisers (ANA) examination of data from eMarketer found some surprises in that most mobile gamers were over 35, with 20 percent being over 50, while the majority were female, several of the in-game advertising statistics of interest to digital marketers. ANA

Data Hub: Coronavirus and Marketing [Updated]
Digital marketing has fared better than traditional campaigns in the face of the global health crisis, according to newly-released survey data from the Interactive Advertising Bureau (IAB) exploring the differences between the pandemic and the 2008 recession. MarketingCharts

ON THE LIGHTER SIDE:

2020 May 8 Marketoonist Comic"

A lighthearted look at generic advertising “in these uncertain times” by Marketoonist Tom Fishburne — Marketoonist

WHO Releases New Guidelines to Avoid Being Nominated for Viral Challenges — The Hard Times

Major Relief: Microsoft Has Confirmed That The Xbox Series X Will Play Video Games — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Embracing Data — LinkedIn (client)
  • Lee Odden — 10 Expert Tips for Marketing During a Crisis — Oracle (client)
  • Lee Odden — Klear Interviews Lee Odden, CEO, TopRank Marketing [Video] — Klear
  • Lee Odden and TopRank Marketing — Pandemic Cross-Country Skiing in Duluth, Minnesota: A Personal Timeline — Lane R. Ellis

Have you got 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 taking time to join us, and we hope you will join us 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.

B2B Marketing News: B2B Marketers Invest in Data Quality, Top Times to Post During Pandemic, LinkedIn’s Engagement Trends, & Facebook’s Video Updates

2020 May 1 Sprout Social Chart

How to use LinkedIn Ads’ new company targeting options to boost B2B lead generation
LinkedIn (client) recently rolled out additional targeting options for advertisers, allowing LinkedIn Ad users access to new Company Category B2B data comprised of Forbes, Fortune and platform data, along with the addition of growth rate targeting information. Search Engine Land

Report: Majority of B2B Marketers to Continue Investment in Data Quality in 2020
75 percent of B2B marketers plan to up their investment in data quality during 2020, while 90 percent said they view such investment leading to improved marketing and sales performance — two of the numerous findings of interest to digital marketers contained in recently-released Dun & Bradstreet report data. Chief Marketer

How COVID-19 Is Impacting Marketing Budgets at Enterprise Companies
B2B marketers expect to shift investment primarily to virtual events (78%), web content (72%), webinars (67%) and social media (66%) because of the pandemic, according to recently-released April enterprise-level company survey data. MarketingProfs

How COVID-19 has changed social media engagement [Report]
Sprout Social’s new pandemic-era data shows that LinkedIn posts perform the best on Wednesdays at 3pm, Thursdays from 9-10am, and Friday from 11am to noon, and that the media and entertainment industry has been publishing almost 9 more posts daily, according to new social media engagement data on interest to marketers. Sprout Social

Twitter Publishes New Data on Video and Ad Content Performance During COVID-19
Twitter increased its monetizable daily active users (mDAUs) by 23 percent during the quarter, and saw video view rates that rose by 5.5 percent, two of the findings in newly-released brand COVID-19 trend data. Social Media Today

Facebook Adds New ‘Animate’ Option to Add Motion to Still Images in Facebook Stories
Facebook has released new zoom, pan and other animation modes that bring marketers a variety of additional Facebook Stories options, and has also begun testing several new mood-based content reaction options, the social media giant recently announced. Social Media Today

2020 May 1 Statistics Image

YouTube Influencer Engagement Rate Benchmarks: What Are Good Rates?
Various YouTube channel categories sport a wide range of differing engagement benchmarks, according to recently-released YouTube influencer engagement rate report data, which also reveals that micro-influencers on the video platform can often achieve high engagement marks. MarketingCharts

LinkedIn Publishes Data on Latest Content Engagement Trends on the Platform
LinkedIn has released new content trend engagement data, including a breakdown by global regions that shows what the platform’s audience is looking for and engaging with, with pandemic-related content having seen some of the biggest increases in quantity, the firm announced. Social Media Today

Coronavirus reshapes consumer habits, creating 4 new segments, report finds
25 percent of consumers said they would pay more to buy from trusted brands and 23 percent from ethical brands — two of numerous findings of interest to digital marketers in newly-released Ernst & Young pandemic marketing report data. Marketing Dive

Facebook Outlines a Range of New Video Tools, Including Messenger Rooms for Group Video Hangouts
Facebook recently announced a variety of video-related updates to its numerous social communications properties, including a change which will allow up to 8 people to have WhatsApp video calls, while Messenger video received new virtual background options, among several other video feature updates. Social Media Today

ON THE LIGHTER SIDE:

2020 May 1 Marketoonist Comic

A lighthearted look at our brand promise by Marketoonist Tom Fishburne — Marketoonist

Chiquita lets Spotify users unlock music playlists, branded prizes — Mobile Marketer

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — 10 Expert Tips for Marketing During a Crisis — Oracle (client)
  • Lee Odden — 4 takeaways for content marketers in the time of COVID-19 — Search Engine Land
  • Lee Odden — 5 Hours of Content Marketing – Break Free of Boring B2B with Influential Content Experiences — SEMrush

Have you got 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 taking time to join us, and we hope you will join us 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.

Digital Marketing News: Shifting B2B Buyer Behaviors, Brands Evolve Crisis Response, Bad Data’s Effect on B2B Firms, & Twitter Shares New Data With Advertisers

2020 April 17 MarketingCharts Chart

How B2B Buyer Behavior Has Changed in Light of COVID-19, and What Marketers and Sellers Can Do Now
82 percent of B2B buyers said they were concerned or strongly concerned about the possibility of a pandemic-sparked recession, while 30 percent have reported spending more on videoconferencing software — two of several findings of interest to digital marketers in a recently-released survey examining B2B buyer shifts. eMarketer

How Bad Data Hurts B2B Companies [Infographic]
Just 33 percent of marketers say they can rely on their customer relationship management (CRM) software, and 88 percent said that bad data has a direct impact on their company’s bottom line — two of the findings in a new infographic look at the effect of poor data on B2B firms. MarketingProfs

The Evolving Discussion Around COVID-19 and How Brands Have Responded [Infographic]
Brands have used Twitter the most often to mention the global health crisis, according to recently-released survey data examining how brands are using social media in crisis management planning. Social Media Today

Social Media Users Value Brands Responsive To COVID-19 Crisis
83% of social media users expect brands to address the health crisis in their ads, with 31 percent saying they appreciate brands offering products suited for remote work, 28 percent promoting social distancing, and 24 percent mentioning brand philanthropic efforts, according to newly-released survey data of interest to marketers. MediaPost

Why It Takes So Long to Apply Data-Driven Insights to Campaigns
Just 5 percent of marketers say they can immediately go from data gathering to actionable intelligence, while 31 do so later than they would like, and some 3 percent take so long that the output is irrelevant, according to new survey data. MarketingProfs

Instagram Live Streams Can Now Be Viewed on the Web
Facebook-owned Instagram has made it possible for its users to view its previously app-only Instagram Live video streams from its website, bringing marketers a new cross-promotion opportunity with the feature, the firm recently announed. Social Media Today

2020 April 17 Statistics Image

Twitter notifies users that it’s now sharing more data with advertisers
Twitter has notified its users that a previously available user privacy ad interaction sharing option has been shuttered for all, in a move that will bring more audience data to advertisers, the firm recently announced. The Verge

What Customers Need to Hear from You During the COVID Crisis
The types of brand stories companies should be telling their customers include those that put solutions before sales, according to a new examination by Harvard Business School of interest to B2B marketers. Harvard Business School

Facebook Has Launched a New Tournaments Option for People to Create Their Own Gaming Events
With online gaming forecast to produce $196 billion by 2022, a recent move by social giant Facebook allowing its users to create their own private or public gaming events could bring brands new opportunities for reaching its sizable gaming audience. Social Media Today

Content Plays Various Roles in Brands’ Customer Engagement Strategies
61 percent of marketing leaders said that interactive branded content communicates brand promise and value, according to recently-released survey data from the Chief Marketing Officer (CMO) Council, with 51 percent saying that it delivers thought-leadership, and 45 percent saying that interactive content helps communicate with customers, partners and prospects. MarketingCharts

ON THE LIGHTER SIDE:

2020 April 17 Marketoonist Comic

A lighthearted look at digital transformation and organizational change by Marketoonist Tom Fishburne — Marketoonist

Grinning Tim Cook Announces New iPhone Will No Longer Be Compatible With AirPods — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Leadership and Engagement In a Time of Crisis [Podcast] — Traject
  • Amie Krone — Navigating the new world of working at home — Chaska Herald
  • Dell, SAP — Building A Perfect B2B Influencer Program During Imperfect Times — Forbes
  • Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

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

Thanks for taking the time to join us, 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. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.