B2B Marketing and Sales Leaders Focus on Pipeline Growth
48.8 percent of B2B sales and marketing professionals have said that an expanded pipeline was their top priority in 2022, followed by building and staffing teams at 22.4 percent, and expanding addressable market with 8.3 percent, according to newly-released survey data. MarketingCharts

B2B Brands Deploy ‘Always-on’ Marketing Strategy to Keep Up with Buyers [Dow Jones / WSJ Report]
When it comes to the B2B content types that senior executives prefer when choosing new technology product or service providers, 31 percent chose case studies, the same percentage chose videos, while 28 percent said they preferred thought leadership and research — one of numerous findings of interest to B2B marketers contained in recently-released B2B trust survey data. WSJ Intelligence/B2B International

B2B marketers adjust to shifts in buyer behavior
83 percent of B2B marketing leaders have said that brand purpose was important to new buyers, while meeting the challenges of changing buying behaviors was seen as the top priority in the next year — two of several findings of interest to B2B marketers contained in newly-released Forrester survey data. SmartBrief

The Video Content B2B Buyers Find Most Helpful
58 percent of B2B purchase decision makers pointed to learning about a product or service as the most helpful benefit of viewing video content, with 40 percent using videos to solve existing problems, and 36 percent using video to better understand a problem, according to recently-released B2B buyer video content study data. MarketingProfs

B2B Mixology: Paid Search Is Top Channel And TV Use Is Growing, Email Near Bottom
56 percent of B2B executives have said that paid search is key among their marketing mix, with 44 percent singling out video and display advertisements as a top component, while just 16 percent chose email — three of several findings of interest to B2B marketers contained in newly-released survey data . MediaPost

B2B Buyers Say Research & Data Are Key Factors in Content Shareability, Memorability
Just over half of B2B buyers consider content that uses research data to be a key factor in making it memorable and more apt to lead to contacting a brand for further information, while storytelling that resonates with B2B buyers was also a top component of effective content, according to recently-released survey data. MarketingCharts

B2B & B2C Instagram Marketing Trends of 2022 [Data from 500 Marketers]
More than twice as many B2B marketers than B2C have said that influencer marketing will be their top strategy in 2022, with 70 percent of B2B marketers having said that partnering with influencers offered a high return on investment (ROI) — two of several findings of interest to digital marketers contained in newly-released HubSpot survey data detailing Instagram marketing trends. HubSpot

“Don't see influencer marketing as 1-way transactional relationships that only benefit the brand. Focus on developing long-term mutually beneficial relationships that benefit both the brand & the influencers that you work with.” @justinlevy Click To Tweet

Marketers Are Overwhelmed By Martech, Study Finds
Half of senior marketers said they were overwhelmed by marketing technology, with some 40 percent of the tools available to them going unused, while 30 percent have said that they are not able to fully utilize their marketing technology platforms — three of the statistics of interest to B2B marketers contained in recently-released survey data. MediaPost

Key Takeaways From NetLine’s 2022 State of B2B Content Consumption and Demand Report
When it comes to the top formats in B2B content consumption, eBooks, guides, cheat sheets, and white papers lead the way, with 40 percent of content being accessed by corporate-level executives — two of several statistics of interest to B2B marketers contained in recently-released survey data. Chief Marketer

Twitter is adding an edit button
Twitter will test the ability to edit tweets, first among its premium Twitter Blue subscribers, paving the way for a possible future rollout to all users on the social platform, Twitter recently announced, in a major shift from its traditional stance suppressing tweet editing. The Verge

B2B Content Consumption Booms, With eBooks In First Place
Overall B2B content consumption time increased by 3.6 hours, up nine percent from last year, while consumption among corporate-level executives rose by 15.8 percent — two of several findings of interest to B2B marketers contained in the recently-released sixth annual edition of NetLine’s B2B content consumption report. MediaPost

B2B Marketers Open to New Opportunities; Training Could Improve Retention
79 percent of B2B marketers have said that bolstering existing skills was the primary reason managers authorized training, followed by 75 percent who said learning new skills, and 53 percent who noted that employee retention and satisfaction was a top reason organizations turned to B2B marketing training, according to newly-released survey data. MarketingCharts

The Top Benefits of a Data-Driven B2B Demand Gen Strategy
B2B marketers have said that better leads, customer experience, and return on investment (ROI) were among the top benefits of effective data-driven strategy, while 54 percent said that quality data enables them to make more effective spending decisions, according to newly-released survey data of interest to digital marketers. MarketingProfs

Prepare for the future with Google Analytics 4
Google will sunset its longstanding existing analytics incarnation in July 2023, and has laid out a plan encouraging users of the present version to switch to the new version, which adds greater privacy law compliance, while also removing access to analytics data from the current version, the search giant recently announced. Google

B2B Marketers’ Biggest Demand Generation Challenges
68 percent of B2B marketers say that email is their top channel choice for demand generation efforts, followed by organic social at 39 percent, paid social at 36 percent, and website or blog efforts also with 36 percent — one of several findings of interest to digital marketers contained in newly-released survey data. MarketingProfs

Study: Global Contextual Ad Market To Hit $335B By 2026
The global contextual advertising market is expected to reach nearly $200 billion in 2022, and $64.6 billion in the U.S., with increases forecast to top $335 billion by 2026, while activity-based advertising is expected to hit $195 billion by 2026, according to recently-released report data. MediaPost

Here’s What B2B Marketers Want Out of Their Content Efforts
91 percent of B2B marketers view creating brand awareness as the primary purpose of content marketing efforts, according to recently-released survey data of interest to digital marketers. The study also showed that 85 percent viewed generating demand and leads as a top purpose of content marketing, while 81 percent pointed to building trust and brand credibility. MarketingCharts

“Building brand awareness fills up the top of your funnel by making sure that relevant people know about your brand. One of the best ways to do so is by creating and distributing valuable thought leadership content.” — @AfiyaAddison Click To Tweet

Instagram Launches Updated Creator Tags to Provide More Credit for Content Contributors
Meta-owned Instagram has rolled out new tagging features that will allow digital marketers to better indicate the influencers and creators involved in the creation of content shared on the platform, offering new exposure opportunities for content that has been created by multiple professionals, Instagram recently announced. Social Media Today

Ad Spending Surges 19% In January, Expands For 11th Consecutive Month
The U.S. advertising market’s rate of spending grew by 19.2 percent in January compared to the same month in 2021, with digital categories continuing to see the best performance, driving ad market expansion that has now grown 11 consecutive months, according to newly-released report data. MediaPost

Brands Turn Up the Dial on Podcasting
Podcast advertising spending climbed by 60 percent in 2021, with accompanying growth rate forecasts seeing $2.2 billion in spending by 2023, both figures representing a healthy rebound from 2020 pandemic-driven deceleration, according to recently-released Association of National Advertisers (ANA) report data. ANA