B2B Marketing News: B2B Tech Spending Rises, Twitter’s New Ad Features, Marketers See Diversity Progress, & New B2B Content Marketing Study

New Research: 86% Of B2B Software Buyers Rely On Third-Party Reviews When Making A Purchase Decision
55 percent of B2B buyers have said that their technology spending will rise during 2022, while some 86 percent of buyers look to online peer-review sites before making purchase decisions — two of several statistics of interest to digital marketers contained in recently-released survey data. Demand Gen Report

The future of events: B2B marketers weigh in-person vs. virtual attendance
73 percent of B2B marketers who are primarily focusing on physical events also plan to still attend virtual ones, with some 55 percent noting that in-person events will play a large role in their strategy, according to newly-released report data. SmartBrief

Oracle and Microsoft Introduce Enhanced AI Capabilities for Customer Data Platforms
New personalization and data gathering technology that come in the form of digital streaming are part of the latest addition from Oracle’s CX Unity customer data platform (CDP), while Microsoft’s Dynamics 365 Customer Insights platform is slated to gain new insights from a combination of client website, mobile app, and other data, the firms recently announced . Chief Marketer

Twitter to sell mobile ad unit MoPub for $1 bln
Twitter will sell its MoPub mobile advertising company, which it acquired in 2013 for some $350 million, to AppLovin Corp for more than $1 billion, as Twitter places greater emphasis on new products aimed at doubling its revenue by 2023, the firm recently announced. Reuters

YouTube Tests New ‘Engagement Graph’ Insights on Videos, Adds New Member Acknowledgement Feature
Google’s YouTube video platform is set to give live streamers an array of new tools for recognizing long-standing channel subscribers, along with additional options for viewing user engagement data and more, in its latest update, YouTube recently announced. Social Media Today

Global marketers are making headway with improving diversity in campaigns
Some 63 percent of global marketers have said that advertising campaigns featuring diverse people played a significant role in content decisions, with 34 percent having noted that an accurate representation of the world we live in was the most important objective for marketing campaign content — two of several statistics of interest to online marketers contained in recently-released survey data. The Drum

Twitter debuts new ad features, revamped algorithm ahead of ecommerce push
Twitter has launched a variety of new advertising options for digital marketers, including slide-show ads capable of linking to multiple destination landing pages or websites, along with updating how it matches relevant ads with users of the social platform, Twitter recently announced. Reuters

Snap Has More Advertisers On The Platform Than Ever Before
Snapchat has launched new features targeted at brands and advertisers utilizing the platform, along with a new augmented reality (AR) partnership, both part of Snap’s focus on attracting additional new advertising to the social destination. B&T

Instagram Adds Reels Ads into its Marketing API
Facebook-owned Instagram has launched features that will ease the process brands go through to incorporate advertising within its Reels short-form vertical video format, with the roll-out of a new Instagram Marketing API, the firm recently announced. Social Media Today

B2B Content Marketing Insights for 2022: More Budget, More Work, More Empathy [Research]
69 percent of B2B content marketers said that they view video as a top area of 2022 investment, while some 77 percent said that their B2B content marketing strategy was different now compared to how it was prior to the pandemic — two of numerous statistics of interest to B2B marketers contained in newly-released study data. Content Marketing Institute


A lighthearted look at the “we value your privacy” by Marketoonist Tom Fishburne — Marketoonist

Earth’s Unicorn Population Is Exploding — Wired


  • Lane R. Ellis — 10 Tips for Stretching Your Budget When Growing a Small Business — Small Business Trends
  • TopRank Marketing — Leading Influencer Marketing Agencies for 2021 (Updated) — Influencer Marketing Hub
  • Boomi — Boomi Positioned as a Leader in the 2021 Gartner Magic Quadrant for Enterprise iPaaS for the Eighth Year — Boomi (client)

Have you found your own favorite B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or 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 38 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 cats Kukla, Twister, and Arlo in beautiful Duluth, Minnesota.
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