Lane Ellis

The Role of Data in B2B Go-To-Market Strategies
59 percent of B2B marketing and sales leaders have said that they see missing or incomplete information as their biggest go-to-market data challenge, with 56 percent pointing to poor quality data, while 40 percent noted disconnected or siloed data sources — three of numerous statistics of interest to B2B marketers contained in newly-released survey data. MarketingProfs

What should B2B marketers prioritize in 2023?
Brand purpose will see growing importance in 2023, while some 90 percent of companies in the customer-obsessed category have considered improving the employee experience as a top priority, with 72 percent of B2B buyers having said that they are more apt to purchase from socially responsible companies — some of the findings revealed in recently-published Forrester report data. SmartBrief

Cannes Lions Issues Annual Creativity Report
The Cannes Lions International Festival of Creativity recently published its annual creativity report, showcasing 76 pages of branded marketing and communications trends from this year’s event, which for the first time featured dedicated B2B marketing categories in the form of 11 Cannes Creative B2B Lions awards. MediaPost

Instagram remains the undefeated champ of influencer spend
U.S. influencer marketing spending has been forecast to hit $6 billion by 2023, an increase from this year’s $4.6 billion estimate, driven by digital marketers looking to turn towards more cost effective solutions, according to newly-released forecast data. Insider Intelligence

The Biggest Milestones in B2B Social Media History [Infographic]
From LinkedIn’s launch in 2003 and the eventual entrance of Facebook and Twitter on the scene in subsequent years to TikTok and others, a newly-released infographic takes a brief look at the history and milestones of B2B social media. MarketingProfs

This is the B2B century, and marketers will be the ones to lead it
With some 72 percent of U.S. businesses now primarily B2B, and B2B sales topping $9 trillion annually, The B2B Institute — LinkedIn’s think tank — takes a look at the next 100 years of marketing and how B2B looks to have an increasingly bright future. Marketing Week

Digital Advertising Hits $189 Billion In 2021, Global Forecasts Predict 5% Yearly Growth Through 2027
U.S. digital advertising revenue of $189 billion in 2021 was the biggest increase since 2006, including audio advertising with a leading 57.9 percent growth rate, and newly-released report data predicts that the audio ad market will see a compound annual growth rate (CAGR) of 5.07 percent that will continue on through 2027. MediaPost

Google Helpful Content Update Is Now Rolling Out
The latest updates to Google’s always-in-motion search engine algorithm look to emphasize content written more for people and less for SEO, as the search giant began rolling out its “helpful content update” as part of efforts to surface more high-quality original content, Google recently announced. Search Engine Roundtable

B2B buyers aren’t always happy campers when purchasing online [Report]
94 percent of B2B buyers have said that they prefer working with suppliers that have continually-evolving digital capabilities, while some 97 percent report having experienced at least one pain point during the online purchase process — two of several findings of interest to B2B marketers contained in newly-released survey data. Digital Commerce 360

B2B Digital Marketers See Content as Vehicle to CX Improvement
Some 42 percent of B2B marketers have listed investment in new content and creative assets as the top priority for improving customer experience (CX) over the next year, with 40 percent pointing to strengthening customer retention strategies, and 36 percent pinpointing better alignment of teams and tactics — three of numerous statistics of interest to digital marketers included in recently-released CX survey data. MarketingCharts