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

2021 January 15 MarketingCharts Chart

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

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

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

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

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

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

2021 January 15 Statistics Image

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

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

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

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

ON THE LIGHTER SIDE:

2021 January 15 Marketoonist Comic

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

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

TOPRANK MARKETING & CLIENTS IN THE NEWS:

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

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

Thank you for joining us for this edition of the TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

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

2021 January 8 Fortella Chart

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

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

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

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

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

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

2021 January 8 Statistics Image

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

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

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

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

ON THE LIGHTER SIDE:

2021 January 8 Marketoonist Comic

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

Adweek’s Most Popular Online Stories of 2020 — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

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

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

Thanks for joining us for another edition of our B2B marketing news, and we hope that you will return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

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

2021 January 1 MarketingCharts Chart

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

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

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

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

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

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

2021 January 1 Statistics Image

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

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

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

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

ON THE LIGHTER SIDE:

2021 January 1 Marketoonist Comic

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

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

TOPRANK MARKETING & CLIENTS IN THE NEWS:

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

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

Thank you for joining us for this special New Year’s Day edition of our B2B marketing news, and we hope that you’ll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

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

2020 December 24 2Checkout Chart

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

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

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

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

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

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

2020 December 24 Statistics Image

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

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

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

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

ON THE LIGHTER SIDE:

2020 December 24 Marketoonist Comic

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

The 30 most Onion-worthy headlines of 2020 — AdAge

TOPRANK MARKETING & CLIENTS IN THE NEWS:

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

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

Thanks for joining us for this special holiday edition of our B2B marketing news, and we hope that you will return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

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

2020 December 18 MarketingCharts Chart

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

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

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

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

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

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

2020 December 18 Statistics Image

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

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

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

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

ON THE LIGHTER SIDE:

2020 December 18 Marketoonist Comic

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

The 25 Best Ads of 2020 — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

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

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

Thank you for joining us for another weekly edition of our B2B marketing news, and we hope that you’ll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

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

2020 December 11 Influitive Chart

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

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

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

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

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

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

2020 December 11 Statistics Image

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

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

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

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

ON THE LIGHTER SIDE:

2020 December 11 Marketoonist Comic

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

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

TOPRANK MARKETING & CLIENTS IN THE NEWS:

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

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

Thanks for taking the time to join us for another weekly edition of our B2B marketing news, and we hope that you will come back again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

B2B Marketing News: B2B Marketer Covid Impact Study, Google Tests New Podcast Carousels, Salesforce Buys Slack, & New Podcast Data

2020 December 4 MarketingCharts Chart

Salesforce strikes deal to acquire Slack for $27.7 billion
Cloud services firm Salesforce will pay $27.7 billion to acquire online workplace communication service company Slack, a move seen as likely aiming to bring tighter integration between the two platforms, Salesforce recently announced. Ars Technica

Google Search Podcast Carousel Updated With Larger Graphics
Google has tested significantly larger podcast carousel images within search results, a move that if rolled out would provide marketers greater podcast visibility opportunities in Google search results, and signify the expanding role that podcasts have held over the past year. Search Engine Roundtable

Report: Advertising Bound For ‘K-Shaped’ Recovery
While traditional media advertising spending has fallen by nearly a third in the third quarter of 2020, digital advertising has been the strongest segment, rebounding to rates roughly the same as pre-pandemic levels, and is also set to account for 55 percent of all U.S. ads tracked, according to recently-released GroupM survey data. Advertising Specialty Institute

Are Host-Read Podcast Ads More Effective?
62 percent of consumers say they recall brands in podcast ads when they are not read by a podcast’s host, while host-read ads saw a 71 percent recall rate — one of several findings of interest to digital marketers utilizing podcasts in newly-released Nielsen report data. MarketingProfs

Twitter Is Looking to Re-Open its Account Verification Process, Seeks Feedback on New Guidelines
Twitter will implement a new method for account verification, the social media platform recently announced. The new verification system could instill greater trust in brand Twitter accounts, and the firm said that it was presently seeking input on its forthcoming verification guidelines. Social Media Today

COVID-19 hit the global ad market for more than $63bn in 2020 [WARC report.]
The global advertising industry can expect to see some $63.4 billion in lost spending during 2020 due to the pandemic, with online video advertising spending a lone bright star in recently-released WARC forecast data, expected to climb nearly eight percent this year and an additional 12.8 percent in 2021. Mobile Marketing

2020 December 4 Statistics Image

The Biggest Benefits of Marketing Revenue Attribution
When it comes to linking marketing efforts with sought-after goals in marketing attribution efforts, marketers say that quality data is the top barrier, while better decision-making was the leading benefit, according to recently-released revenue attribution report data. MarketingProfs

Total Marketing Spending Projected To Fall To Pre-2018 Levels, Ad Budgets Recede Even Faster
U.S. local advertising spending will see levels in 2021 lower than those reached in 2019, with a full recovery not expected until 2022, with digital, interactive, and mobile the only segments expected to grow during 2021, according to newly-released research data. MediaPost

Reddit reveals daily active user count for the first time: 52 million
Social news aggregator and discussion platform Reddit has for the first time shared its active daily user tally, measuring 52 million, which represented growth of 44 percent year-over-year in October, the firm recently announced — greater than Twitter’s 29 percent, Facebook’s 12 percent, and Snap’s 18 percent. The Verge

Half of B2B Marketers Say They’ve Recently Felt Burnt Out
50 percent of B2B marketers have seen burnout during the past four months and seen a negative blurring of professional and personal life — two findings of interest to digital marketers in recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

2020 December 4 Marketoonist Comic

A lighthearted look at “lead generation and gated content” by Marketoonist Tom Fishburne — Marketoonist

These are YouTube’s top-trending videos of 2020 — Fast Company

Alex Honnold Completes First Free Solo Ascent of PS5 — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — The B2B Forum 2020 Edition of Marketing Smarts [Podcast] — MarketingProfs
  • TopRank Marketing — 12 Crucial Do’s and Don’ts for B2B Influencer Marketing — Webbiquity
  • Lee Odden — 10 Examples of Great Content Marketing for Investment Banking Firms — Murry Dare

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 taking the time to join us for our weekly edition of the B2B marketing news, and we hope that you’ll return again next Friday for another full array 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: B2B User Reviews, Instagram’s New Branded Reels, Writing To Reward, & Google’s Refined Smart Bidding

2020 November 27 Uberflip Chart

Instagram turns influencer branded content on its head, giving advertisers greater control
Instagram has rolled out features that will give digital marketers new branded content options for its Instagram Reels and Live products, the Facebook-owned social media platform recently announced. AdAge

Write to Reward Your Reader
The Harvard Business Review takes a look at the role and power of rewarding your reader in writing, an element that applies especially well for the material content marketers write. Harvard Business Review

Google Ads’ Smart Bidding Enhances Predictions & Insights
Google has launched updated features to its Google Ads offering, with new smart bidding to offer more relevant predictions and new insights, the search giant recently announced. Search Engine Journal

Only A Tiny Fraction of Ad Spending is Allocated to Media Focused on African Americans
The top 20 advertisers increased advertising spending by 15.6 percent between 2011 and 2019, yet only a small portion of overall ad spend has been focused on this demographic, according to recently-released survey data. MarketingCharts

Instagram’s Testing a new FAQ Option for Direct Interactions with Business Accounts
Instagram has conducted tests for a more interactive frequently-asked-questions (FAQ) offering, a new feature that would give brands a new way to reach customers on Instagram, the social media platform recently announced. Social Media Today

Hubspot and Howard University partner for Center of Digital Business
HubSpot and Howard University have joined forces to create a new Center of Digital Business, focusing on experiential learning opportunities, the organizations recently announced. Marketing Land

2020 November 27 Statistics Image

Instagram will exceed 1 billion users worldwide this year, a milestone originally predicted for 2023
Instagram is poised to top the one billion user mark this year, which represents an estimated year-over-year user base growth up from 8.4 percent to 22.9 percent for 2020, according to recently-released report data. Business Insider

YouTube Will Start Inserting Ads into Non-Monetized Content, Updates Rules Around Facial Recognition
Creators using YouTube may begin seeing ads in their non-monetized videos, a change announced in the Google-owned video platform’s newly-updated terms of service. Social Media Today

The Most Popular Email Clients in 2020
A newly-released survey of web-mail clients shows that the two most popular email clients, Apple’s iPhone and Google’s Gmail, have a combined 65 percent share. MarketingProfs

Study Finds Disconnect Between B2B Marketers And Buyers
B2B buyers find more value in user reviews, product tours, and videos, while many B2B marketers continue to prioritize long-form written content, according to recently-released survey data of interest to digital marketers. MediaPost

ON THE LIGHTER SIDE:

2020 November 27 Marketoonist Comic

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

A New Study About Color Tries to Decode ‘The Brain’s Pantone’ — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — 2021 CX retail trends: How to defy the decline of brick-and-mortar — The Future of Customer Engagement & Experience
  • TopRank Marketing — 14 Expert B2B Influencer Marketing Predictions for 2021 — Brian Solis
  • Lee Odden — Advice for Influencers from Brands and Agencies — Jason Falls
  • Lee Odden — How to Create Your B2B Digital Marketing Strategy for 2021 (and beyond) — Stream Creative
  • Lee Odden — 60 Best SEO Quotes From Experts And Influencers — Himanshu Tyagi

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

Thanks for joining us for this abbreviated Thanksgiving holiday week edition of the B2B marketing news, and we hope that you’ll return again next Friday for another full 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: B2B Buying Disconnect Study, Google’s SERP Video Carousels, B2B Event ROI Data, & Instagram’s New Story Reactions

2020 November 13 TrustRadius Chart

How Can You Improve Your B2B Virtual Event’s ROI?
47.6 percent of B2B professionals see post-virtual-event audience engagement as having the top return-on-investment (ROI) potential, followed by some 36 percent who said that making the virtual format more dynamic and interactive was a priority, according to recently-released survey data. MarketingCharts

Adweek Survey Finds 40% of Brands Might Seek New Agencies in 2021
75 percent of marketers have been satisfied with how agencies have handled the global health crisis, while a third performed better than expected during the pandemic — two of several statistics of interest to digital marketers contained in newly-released Adweek Intelligence survey data. Adweek

Prop 24 — the California Privacy Rights and Enforcement Act — passed by voters
The California Privacy Rights and Enforcement Act (CPRA) was recently enacted, which will replace the state’s California Consumer Privacy Act (CCPA), and which includes several new online consumer privacy protections marketers will need to align with or face potential violation penalties from a new California Privacy Protection Agency. DigiDay

Google Short Videos Carousel In Search Results
Google has conducted limited testing of a new type of carousel “short videos” section within mobile search results, which would expand on the search giant’s existing video carousel search results and which could eventually offer marketers greater video cross-linking options. Search Engine Roundtable

COVID-19’s Impact on B2B Martech Budgets
Some 44 percent of B2B marketers expect marketing technology spending levels to return to normal in 2021, while 19 percent have invested in communication technologies during the pandemic — two of several insights of interest to digital marketers in recently-released survey data. MarketingProfs

Instagram Tests a New Way for Users to React to Stories Without Sending a DM
Facebook-owned Instagram has conducted limited testing of a new option allowing users to react to Instagram Stories on the frame of a story, rather than by the existing method of sending a direct message to the publisher of the story content — a move that could lead to new audience interaction opportunities for marketers. Social Media Today

2020 November 13 Statistics Image

Twitter launches carousel ads to drive web traffic, app installs
Twitter has released a new advertising option that will allow marketers the ability to include up to six videos or images in a new carousel ad format, Twitter recently announced. The firm also released accompanying statistics showing that testing of the new format resulted in a 15 percent greater click-through-rate on average. Mobile Marketer

Facebook Tests New Options to Add Motion Effects to Still Images in Feed
Facebook has tested new visual effect options that add several video-like motion elements to static imagery, with the new image movement features differing from the social media giant’s existing simulated 3D and animated image options. Social Media Today

Research: Small Wins Can Make a Big Impact on Gender Equality
The Harvard Business Review takes a look at some of the methods that can help in closing the perception gap, along with recently released health technology industry survey data examining how people can work towards being on the same gender equality page. Harvard Business Review

The 2021 B2B Buying Disconnect [Report]
46 percent of B2B technology buyers have felt that there are too many social media ads, with 30 percent noting that they prefered targeted ads, according to recently-released B2B buyer survey data. The report also showed that the most trusted sources of information buyers use include product demonstrations, vendor product websites, and user reviews. TrustRadius

ON THE LIGHTER SIDE:

2020 November 13 Marketoonist Comic

A lighthearted look at “lead nurturing isn’t a numbers game” by Marketoonist Tom Fishburne — Marketoonist

Amid the Uncertainty, There’s Room for Levity in Ads — ANA

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lane R. Ellis / TopRank Marketing — Can You Create a Meaningful Experience in a Virtual Conference? — Timothy Hughes

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: B2B Content Marketing Credibility Study, LinkedIn’s New Company Engagement Report, Global Social Trends & Microsoft’s Free UX Tool

2020 November 6 MarketingCharts Chart

Both B2B Marketers and Buyers Increasingly Sold on Conversational Marketing
B2B marketing professionals have found email, online live chat, social media, and chatbots have all seen increased usage in 2020, while phone and video call use has fallen by more than 10 percent, according to recently-released B2B buyer communication survey data of interest to digital marketers. MarketingCharts

B2B Tech Firms Cut Marketing Budgets Due To Pandemic: Study
Despite an overall drop in marketing spending due to the global health crisis, budgeting for digital and content marketing are the most likely to see increased spending, while some 60 percent of B2B technology firm executives say that their key performance indicators (KPIs) haven’t undergone change. MediaPost

Subject Matter Expertise A Growing Factor for B2B Buyers When Evaluating Vendors
In 2020 over 32 percent of B2B and professional services buyers see subject matter expertise and industry knowledge as the top attribute when evaluating firms, a rate over 11 percent higher than 2018 figures, with client service flexibility the only other element that became more important during the past two years — two of several statistics of interest to online marketers in recently-released survey data. MarketingCharts

7 ways COVID-19 has changed B2B customer experience forever
The pandemic has blurred the lines between B2B and B2C marketing, brought more intelligent automation to customer experience (CX), and made trust a more important factor, and Adobe has taken a look at how these changes will play out in 2021 and beyond. Adobe (client)

Linked Rolls Out Company Engagement Report
LinkedIn (client) has launched a Company Engagement Report offering new insights for B2B marketers, especially those using account based marketing (ABM), featuring a variety of organic and ad engagement metrics, the Microsoft-owned professional social platform recently announced. Adweek

Facebook Once Again Experiments with Up and Down Votes for Comments to Optimize Engagement
Facebook has begun limited testing of Reddit-like upvoting and downvoting options among certain Facebook Groups, with an eye towards boosting relevant content and engagement levels, recent observations of the social media giant have shown. Social Media Today

2020 November 6 Statistics Image

Google’s Working on a New Process Which Would Convert Static Website Assets into Video Content
Google has launched URL2Video, a new prototype utility that incorporates some of Google’s AI systems to turn static website digital assets into video content, in a move that could lead to new digital marketing opportunities, the search giant recently announced. Social Media Today

Social Media Trends 2021 Global Report
Content remixing, memetic media, and nostalgia marketing are among the trends marketers are likely to see more of during 2021, according to recently-released global social media survey trend data from HubSpot and Talkwalker. Talkwalker

Microsoft Clarity, the company’s tool for visualizing user experience, is out of beta
Microsoft has widely released Clarity, a free service offering a variety of user engagement and other metrics using site JavaScript, previously available only in beta form, the firm recently announced. Marketing Land

B2B Content Marketers Getting More Successful in Building Credibility
B2B content marketers say they have found creating brand awareness, educating audiences, and building credibility and trust as the top three benefits of B2B content marketing over the past year, followed by lead generation and building loyalty with existing customers, according to recently-released survey data of interest to digital marketers. MarketingCharts

ON THE LIGHTER SIDE:

2020 November 6 Marketoonist Comic

A lighthearted look at “CX is more than a department” by Marketoonist Tom Fishburne — Marketoonist

New Photo Filter Shows What You Would Look Like in Facial-Recognition Database — The Hard Times/a>

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — #TimTalk – The Business of B2B Influence with Lee Odden — Timothy Hughes
  • Lane R. Ellis — 10 Tips for Prioritizing Tasks to Make the Most of Limited Small Business Resources — Small Business Trends
  • Lee Odden — 40 Marketing Quotes to Provoke Thought and Inspire — Visitor Queue

Have you found your own top B2B 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 our weekly B2B marketing news, and we hope that you’ll return again next Friday for another examination 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.