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Lane Ellis

Elevate B2B Marketing News: B2B Pipeline Study, AI’s Rising Video Use, Google’s New Verification Tools, & What B2B Buyers Want

Lane Ellis
Lane Ellis on Mar 31st, 2023
Online Marketing News

2023 March 31 MarketingCharts Chart

B2B buyers want purchasing to be more social and entertaining
62 percent of B2B buyers have said that they would like more entertaining online purchasing processes, with 60 percent noting that they plan to increase their use of digital purchasing channels, while over 40 percent will abort an online buying process if it takes more than three seconds — three of numerous findings of interest to B2B marketers contained in newly-published survey data. Digital Commerce 360

B2B Sellers Should Include Financial Data In Emails, Not Sound Robotic: Study
81 percent of B2B sellers said that an understanding of a client’s financial performance is important when it comes to engaging executives, while 72 percent reported greater success when such financial data was used, according to recently-released B2B seller survey data. MediaPost


Elevate B2B Marketing News: B2B Pipeline Study, AI’s Rising Video Use, Google’s New Verification Tools, & What B2B Buyers Want

Elevate B2B Marketing News: CMOs Shift Priorities, Adobe’s New AI, Changing B2B Buyer Journeys, & Google Rolls Out Bard AI

Lane Ellis
Lane Ellis on Mar 24th, 2023
Online Marketing News

2023 March 24 MediaPost / IPG Chart

B2B CMOs Make Meaningful Shifts in Priorities
30 percent of B2B chief marketing officers have said that growth was tops when it comes to what they want to deliver in their role, while 21 percent pointed to better customer experiences, with 19 percent having said greater efficiency — three findings contained in newly-published B2B CMO survey data. MarketingCharts

B2B purchasing is for the young — and digital [Report]
35 percent of B2B buyers in the millennial and Generation Z demographic are say that they prefer using enterprise purchasing apps, while 24 percent of older buyers prefer inside sales reps, while dissatisfaction with vendors was also higher among younger B2B buyers — three of numerous findings of interest to B2B marketers contained in recently-released survey data. Digital Commerce 360


Elevate B2B Marketing News: CMOs Shift Priorities, Adobe’s New AI, Changing B2B Buyer Journeys, & Google Rolls Out Bard AI

Humanize, Organize, Strategize & Personalize: 4 Ways To Boost B2B Influencer Marketing With Generative AI

Lane Ellis
Lane Ellis on Mar 20th, 2023
B2B Marketing, Influencer Marketing

4 ways to boost B2B influencer marketing with generative AI man and robot image

How can B2B brands best harness the power of generative artificial intelligence (AI) tools to help take their influencer marketing to the next level?

At this point, it seems unlikely content that has been created with at least some AI-generated tool assistance will be shunned, making it likely that for better or worse it will soon be the rule rather than the exception — if it isn’t already.

Some organizations may put policies in place that forbid the use of generative AI, however for those that don’t there are many helpful and creative ways these tools can be harnessed to take B2B influencer marketing to the next level.

Let’s explore top ways B2B marketers can use generative AI to humanize, organize, strategize and personalize when it comes to influencer marketing.


Humanize, Organize, Strategize & Personalize: 4 Ways To Boost B2B Influencer Marketing With Generative AI

Elevate B2B Marketing News: B2B Influencer Benchmarks, Top Data Leader Priorities Report, & Microsoft’s AI Ad Insights

Lane Ellis
Lane Ellis on Mar 17th, 2023
Online Marketing News

2023 March 17 MarketingCharts Chart

Creative Services Professionals Are Most Concerned About AI
23 percent of marketing executives have said that they are interested in artificial intelligence (AI), with the top sectors interested in AI being software development, computer engineering, electronics, and creative services, while 12 percent of advertising executives said they are concerned about AI taking their jobs — three of several findings of interest to B2B marketers contained in newly-published survey data. MediaPost

Google rolled out new site names, favicon and sponsored label on desktop search
Search giant Google has released a search update that displays an array of additional website information within desktop search, including a secondary website name element, icon images, and more, along with more prominent advertising labels in mobile search results, Google recently announced, presenting new SEO options for B2B marketers. Search Engine Land


Elevate B2B Marketing News: B2B Influencer Benchmarks, Top Data Leader Priorities Report, & Microsoft’s AI Ad Insights

Elevate B2B Marketing News: B2B Thought Leadership Survey, Top B2B CMO Priorities, Google’s New Trends Portal, & HubSpot Adds AI

Lane Ellis
Lane Ellis on Mar 10th, 2023
Online Marketing News

2023 March 10 MediaPost / Pew Chart

B2B Decision-Makers Value Research and Data in Thought Leadership Content
51 percent of B2B marketers have said thought leadership content that is quick and easily-absorbed provides the greatest value, with 49 percent pointing to thought leadership that references robust research with supporting data — two of several findings of interest to B2B marketers contained in recently-released survey data. MarketingCharts

“In tough times, B2B thought leadership is your key advantage.” — Alexandra Rynne of @LinkedIn Click To Tweet

B2B marketplaces refine their expansion strategies
B2B marketplaces such as Amazon Business have shifted strategies in 2023, including greater use of machine learning (ML) applications and artificial intelligence (AI), propelling the industry to annualized sales topping $25 billion, with estimates expecting continued growth that will reach $80 billion by 2025, according to newly-published report data. Digital Commerce 360


Elevate B2B Marketing News: B2B Thought Leadership Survey, Top B2B CMO Priorities, Google’s New Trends Portal, & HubSpot Adds AI

Elevate B2B Marketing News: LinkedIn’s New B2B Tools, ChatGPT Gets API, B2B Content Marketing Sees High ROI, & B2B E-Procurement Rises

Lane Ellis
Lane Ellis on Mar 3rd, 2023
Online Marketing

2023 March 3 MarketingCharts Chart

E-procurement sales top $1 trillion [B2B Marketplaces Report]
B2B buying within e-commerce channels experienced 18 percent growth during 2022, with B2B marketplace sales reaching $112 billion, while overall B2B e-commerce sites and apps reached $1.94 billion during 2022 — three of numerous findings of interest to B2B marketers contained in newly-published report data. Digital Commerce 360

B2B Marketers Remain Enamored with Content Marketing
62 percent of B2B marketers have highlighted content marketing as the channel with the highest return on investment (ROI) when it comes to producing leads, with 41 percent pointing to live events, 39 percent email, and 38 percent word-of-mouth, according to recently-released survey data. MarketingCharts


Elevate B2B Marketing News: LinkedIn’s New B2B Tools, ChatGPT Gets API, B2B Content Marketing Sees High ROI, & B2B E-Procurement Rises

Elevate B2B Marketing News: Social Engagements Hit New Low, Gen Z B2B Buyer Study, Bing’s New AI Image Creator, & Marketing’s Rising Importance

Lane Ellis
Lane Ellis on Feb 24th, 2023
Online Marketing News

2023 February 24 Rival IQ Chart

Millennial and Gen Z B2B buyers are many and demanding online [Report]
64 percent of business buyers are in the millennial and Gen Z demographic, with the B2B buyers in these groups more likely to express dissatisfaction relating to purchase experiences than those in older groups — two of several findings of interest to B2B marketers contained in newly-published Forrester report data. Digital Commerce 360

The Most Impactful Trends of 2023, per Agencies
69 percent of marketing executives have said that short-form video is the 2023 trend that will have the greatest impact on clients and the marketing industry, while 43 percent pointed to influencer marketing as a trend expected to have strong impact, with 43 percent having also pinpointed the smarter delivery of personalized experiences, according to recently-released survey data. MarketingCharts


Elevate B2B Marketing News: Social Engagements Hit New Low, Gen Z B2B Buyer Study, Bing’s New AI Image Creator, & Marketing’s Rising Importance

Infographic: 15+ Reasons B2B Brands are Leveraging Influencer Marketing

Lane Ellis
Lane Ellis on Feb 20th, 2023
B2B Marketing, Influencer Marketing

15+ reasons B2B brands are leveraging influencer marketing image

What are some of the top reasons that B2B brands are leveraging influencer marketing in 2023?

In the following infographic, we share 15+ valuable insights, take-aways and statistics that show how B2B brands and marketers are increasingly turning to the power of influencer marketing to add the type of human touch-points that are more important than ever in the face of increasing use of artificial intelligence (AI), and to help strengthen marketing efforts in the face of economic uncertainty.

Let’s jump right in with an array of 15+ helpful and sometimes-surprising B2B influencer marketing insights.

15+ reasons B2B brands are leveraging influencer marketing infographic

You can download a full-resolution PDF version of this infographic here.


Infographic: 15+ Reasons B2B Brands are Leveraging Influencer Marketing

Elevate B2B Marketing News: B2B Personalization Study, Content Driving More Revenue, Google’s New Link Guidelines, & Marketing Loyalty Data

Lane Ellis
Lane Ellis on Feb 17th, 2023
Online Marketing News

2023 February 17 Insider Intelligence Chart

B2C and B2B Customers Expect Personalized Content at Different Stages of the Purchase Journey
57 percent of B2B customers have said that they expect personalized content when discovering a company’s products and services — compared with 22 percent of B2C customers, with greater overall personalization expected from B2B customers than from those in B2C at each of six buying stages, according to newly-published Adobe and Forrester survey data. MarketingCharts

38% of marketers shift strategy from customer acquisition to loyalty
Roughly a third of marketing executives have said that they are hoping for more robust budgets in 2023 than in 2022, while over half noted that inflationary concerns had impacted their business — two of several findings of interest to B2B marketers contained in recently-released survey data. Marketing Dive


Elevate B2B Marketing News: B2B Personalization Study, Content Driving More Revenue, Google’s New Link Guidelines, & Marketing Loyalty Data

15+ Top Tips For B2B Marketers To Optimize & Humanize LinkedIn Profiles

Lane Ellis
Lane Ellis on Feb 15th, 2023
B2B Marketing, LinkedIn

15+ LinkedIn profile optimizations for B2B marketing collage image with magnifying glass

Since its formation LinkedIn* has been the leading business social media platform, and with increasing numbers of brands and users having turned away from Twitter since its 2022 ownership change and subsequent policy shifts, in 2023 LinkedIn has grown to over 900 million members.

With interest in LinkedIn at a new high-point, how can B2B marketers ensure that their place within the LinkedIn universe is accurately represented — both professionally and personally?

The many features of LinkedIn member profiles have evolved and greatly expanded over the years, and more B2B marketers than you would expect are missing out on exposure opportunities that are only a click away.

Let’s take a look at 15+ optimizations that will take your LinkedIn profile to the next level, with a focus on the human elements that will help you sparkle on the platform.


15+ Top Tips For B2B Marketers To Optimize & Humanize LinkedIn Profiles

Elevate B2B Marketing News: Google’s New Bard AI, Microsoft Adds AI To Bing, Business Trust Study, & LinkedIn Content Preferences Research

Lane Ellis
Lane Ellis on Feb 10th, 2023
Online Marketing News

2023 February 10 MarketingCharts Chart

The evolution of B2B marketing in 5 charts
55 percent of B2B marketing executives have said that the length of purchasing cycles has increased, while 35 percent of B2B marketers consider the top technology investment obstacle to be organizational data that isn’t normalized across systems — two of several findings of interest to digital marketers contained in newly-released survey data. Insider Intelligence

Google shows off more of what its ChatGPT competitor Bard can do
With the launch of its Bard artificial intelligence (AI) generative chatbot service, Google has signaled a search future in which it looks to temper the benefits of AI with an understanding of those areas where the technology may pose challenges, and the search giant shared examples of what its new Bard ChatGPT challenger is able to do, Google recently announced. CNBC


Elevate B2B Marketing News: Google’s New Bard AI, Microsoft Adds AI To Bing, Business Trust Study, & LinkedIn Content Preferences Research

B2B Search Marketing: 5 Key Ways Generative AI is Changing the Future of SEO from Google’s Bard to Microsoft’s Prometheus-Based Bing

Lane Ellis
Lane Ellis on Feb 8th, 2023
B2B Marketing, Google, Microsoft Bing, Search Marketing, SEO

5 ways Google's Bard and Microsoft's Bing change the future of SEO woman walking in a forest of purple flowers image
How is ChatGPT artificial intelligence (AI) chatbot technology changing search engine optimization (SEO), and how will the major shifts being implemented by Google, Microsoft and others alter the business marketing landscape of the future?

During my 39 years working in online communications I’ve seen immense changes in search engine technology and how businesses optimize their ever-growing collections of digital content, and consider AI’s impact on the search industry to be one of the biggest shifts yet.

ChatGPT — short for generative pre-trained transformer — was rolled out as a prototype in November 2022 by the OpenAI AI research organization, and takes the form of a website interface where users type in questions and receive written responses.


B2B Search Marketing: 5 Key Ways Generative AI is Changing the Future of SEO from Google’s Bard to Microsoft’s Prometheus-Based Bing
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