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

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

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:

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.

Lane Ellis: Lane R. Ellis (@lanerellis), TopRank Marketing Social Media and Content Marketing Manager, has over 37 years’ experience working with and writing about the Internet. Lane spent more than a decade as Lead Editor for prestigious conference firm Pubcon. When he's not writing, Lane enjoys distance running (11 marathons including two ultras so far), genealogical research, cross-country skate skiing, vegetarian cooking, and spending time with his wonderful wife Julie Ahasay and their three cats in beautiful Duluth, Minnesota.
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