Lane Ellis

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

B2B Purchasers Are Consuming More Content Before Buying
60 percent of B2B buyers find value in receiving relevant information throughout the purchasing journey, while half say that they are consuming more marketing content before making purchases than they did before 2020 — two of several statistics of interest to digital marketers contained in recently-released survey data. MediaPost

LinkedIn is testing a new, paid ticketed events service Comments Feed
Microsoft-owned LinkedIn (client) has tested new paid event features hosted on the professional network’s platform, which would expand on its events hub and other virtual event offerings, and TechCruch takes a look at how the addition may help event organizers. TechCrunch

Study warns that digital B2B economy held back by tech and logistical issues
B2B buyers say that some 49 percent of purchases are now made online, with 93 percent seeing a permanent purchasing change that has been driven by the pandemic, according to newly-released survey data also showing that 78 percent of buyers are seeking better mobile experiences. The Drum

Microsoft Enables ‘Purpose’ Attribute Advertising
Microsoft has augmented its text and products ads by offering brands 32 new Purpose Business Attributes, broken into categories such as responsibility, values, and inclusion, the firm recently announced, bringing a new option to digital marketers using Microsoft Advertising services. MediaPost

What New Approaches Are B2B Execs Taking with Their Nurture Programs?
49 percent of B2B marketing sales and technology executives say they’ve started using content engagement data, with 44 percent having begun using account-based nurturing, while some 37 percent say that they’ve started using intent data, according to recently-released survey data exploring new approaches to B2B lead nurturing. MarketingCharts

Intuit confirms $12B deal to buy Mailchimp
Financial software firm Intuit will acquire marketing automation platform and email marketing service Mailchimp for some $12 billion, making Mailchimp a brand within Intuit’s portfolio and expanding its small business focus, Intuit recently announced. TechCrunch

LinkedIn Rolls Out Articles for Pages
Microsoft-owned LinkedIn (client) has launched a new feature that gives pages the ability to share long-form content on the professional social platform, an addition that comes amidst an array of other new features including an enhanced LinkedIn Live Events experience for creating more robust virtual events, the company recently announced. Adweek

Instagram is Developing a New ‘Montage’ Feature to Convert Stories to Reels, New ‘Favorites’ Listing
Facebook-owned Instagram has been testing a new option intended to make it easy for digital marketers to convert existing Instagram Stories content into brief Reels video clips, including automatically synced audio. New tool options for signaling favorite audience selections have also recently undergone testing on the platform — both changes that could eventually enhance how marketers use Instagram. Social Media Today