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B2B Marketing News: Faster B2B Marketer Journeys, LinkedIn’s Collective, Meta’s New B2B Targeting, Brand Media Investment, & Instagram’s Native Scheduling

Lane Ellis
Lane Ellis on Aug 12th, 2022
Online Marketing News

2022 August 12 Sprout Social Chart

Meta Launches New B2B Advertising Audiences to Help Marketers Reach Key Decision Makers
Facebook-parent company Meta has implemented an array of new advertising campaign enhancements, including targeting segments for technology and other business decision-makers, aimed specifically at B2B users on its platform, Meta recently announced, as the firm seeks to ramp up its B2B advertiser base. Social Media Today

B2B Purchasers Are Speeding Up Their Journeys: Study
Some 55 percent of B2B executives have said that the length of their purchase timeline had increased either somewhat or significantly on average in 2022 compared to 2021, while six percent said their B2B purchasing timeline had decreased, with 38 percent reporting no change from last year — several of numerous findings of interest to B2B marketers contained in newly-released buyer behavior survey data. MediaPost


B2B Marketing News: Faster B2B Marketer Journeys, LinkedIn’s Collective, Meta’s New B2B Targeting, Brand Media Investment, & Instagram’s Native Scheduling

B2B Marketing News: What Makes B2B Buyers Decide, Twitter’s New Multimedia Tweets, Brand Trust Study, & LinkedIn’s Record Engagement

Lane Ellis
Lane Ellis on Aug 5th, 2022
Online Marketing News

2022 August 5 MarketingCharts Chart

LinkedIn Continues to See ‘Record Levels’ of Engagement and Sessions Growth
Microsoft’s latest performance report revealed that its LinkedIn professional social network had topped 850 million members, with the number of user sessions expanding by 26 percent, accompanied by revenue that grew by 26 percent during the most recent quarter year-over-year, increasing by $768 million, Microsoft recently announced. Social Media Today

Google, Microsoft Report Slowest Revenue Growth In Two Years
Google-parent Alphabet saw revenue that grew by 13 percent during the second quarter of 2022, reaching $69.7 billion, the search giant’s slowest growth since the same quarter in 2020, while revenue from the search portion of the firm’s business climbed by 14 percent year-over-year, while Microsoft reported revenue up 12 percent, also its slowest growth in two years, the firms recently reported. MediaPost


B2B Marketing News: What Makes B2B Buyers Decide, Twitter’s New Multimedia Tweets, Brand Trust Study, & LinkedIn’s Record Engagement

B2B Marketing News: B2B Marketers Eye Metaverse, LinkedIn’s New Carousel Posts, Multicultural Marketer Engagement, & Podcasts Rise Again

Lane Ellis
Lane Ellis on Jul 29th, 2022
Online Marketing News

2022 July 29 Digital Commerce 360 Chart

The Metaverse Is No Game for B2B Marketers
72 percent of global business executives have said that they expect the metaverse to eventually effect their organization in a positive way, with some 41 percent expecting it to have a breakthrough or transformational impact in the future, according to newly-release survey data of interest to B2B marketers. Association of National Advertisers (ANA)

“As the audience in the metaverse grows, it will amplify its overall utility. Building a business in the metaverse becomes more meaningful with millions of people in it.” — Sam Huber @SamHuber Click To Tweet

The B2B Trade Show Market Looks Like It’ll Need At Least Another 5 Years to Reach Pre-Pandemic Levels
Even with a robust 54.7 percent B2B trade show market growth and accompanying value expected to hit $10.2 billion in 2022, a full recovery to pre-pandemic levels isn’t set to occur until after 2026, while the business information market segment is poised to expand beyond pre-pandemic levels in 2022, reaching over $66.1 billion, according to recently-released U.S. B2B forecast data. MarketingCharts


B2B Marketing News: B2B Marketers Eye Metaverse, LinkedIn’s New Carousel Posts, Multicultural Marketer Engagement, & Podcasts Rise Again

B2B Marketing News: Effective B2B Data Acquisition, Always-On Brand Social, Facebook’s New Multiple Accounts, & Google’s Updated Ads Creative Studio

Lane Ellis
Lane Ellis on Jul 22nd, 2022
Online Marketing News

2022 July 22 MarketingCharts Chart

Brands Are Investing More Social Budget On Creator Partnerships
74 percent of marketers expect to invest a quarter or more of their social media budgets on partnerships with content creators over the next three to six months, with 53 percent looking to strengthen their social community and some 41 percent using creator partnerships to promote brand values — three of several findings of interest to B2B marketers contained in newly-released Sprout Social study data. MediaPost

“Creators are the backbone of our business. We take enormous pride in connecting them not only with listeners, but also with advertisers to help them monetize their work.” — Lee Brown of @SpotifyAds Click To Tweet

LinkedIn Business Manager is now in public beta
Microsoft-owned LinkedIn has begun public testing of its previously-announced LinkedIn Business Manager, aimed at making it easier for marketers to manage advertising for multiple accounts on the professional platform, with an array of new integrated dashboard and campaign-related features, LinkedIn (client) recently announced. Search Engine Land


B2B Marketing News: Effective B2B Data Acquisition, Always-On Brand Social, Facebook’s New Multiple Accounts, & Google’s Updated Ads Creative Studio

B2B Marketing News: Millennial B2B Decision Makers Study, Passion Proves Key For Influencers, & Twitter’s New CoTweets

Lane Ellis
Lane Ellis on Jul 15th, 2022
Online Marketing News

2022 July 15 B2B International Chart

Why B2B marketplaces are now a mainstream digital commerce sales channel [Report]
B2B marketplace sales climbed by 131 percent in 2021, reaching $56.5 billion, making them the swiftest-growing eCommerce channel, with sales expected to reach some $130 billion in 2022, as 57 percent of B2B buyers noted that they were buying more from digital marketplaces during the pandemic, according to recently-released report data. Digital Commerce 360

The Top Challenges B2B Sales Reps Face Early in the Sales Cycle
30 percent of B2B sales professionals have said that getting prospect data to begin conversations was their top challenge, while 38 percent noted that personalizing sales presentation messages to prospects was their leading pain point — two of several findings of interest to B2B marketers contained in newly-released survey data. MarketingProfs


B2B Marketing News: Millennial B2B Decision Makers Study, Passion Proves Key For Influencers, & Twitter’s New CoTweets

B2B Marketing News: Personalization’s Rising Value For Brands, Advertisers Seek More CMOs, & Instagram’s New Reels Features

Lane Ellis
Lane Ellis on Jul 8th, 2022
Online Marketing News

2022July 8 MediaPost Chart

B2B customer journeys that begin at review sites are significantly shorter
B2B buying journeys average 192 days in length, dropping by 63 percent when a buyer’s first touch is with a review website, while the buying process is significantly longer than average when first-touch channels are social or paid media — three of several findings of interest to B2B marketers contained in newly-released report data. MarTech

Why personalization is more important than ever for brands [Report]
62 percent of consumers have said brands that don’t deliver personalized experiences will lose their loyalty, a figure that’s up seven percent from rates in 2021, while some 63 percent said they are fine with brand personalization efforts as long as they use voluntarily-shared first-part data, according to recently-released survey data. SmartBrief


B2B Marketing News: Personalization’s Rising Value For Brands, Advertisers Seek More CMOs, & Instagram’s New Reels Features

B2B Marketing News: Top B2B Marketing & Sales Consolidation Obstacles, Twitter’s Branded Likes, Video Spending Soars, & Google’s New Page Experience Features

Lane Ellis
Lane Ellis on Jul 1st, 2022
Online Marketing News

2022July 1 MarketingCharts Chart

Meta and Google’s hold on digital advertising loosens as TikTok and others gain share
Google and its YouTube business combined with Meta and its Facebook and Instagram platforms combined to account for 53.4 percent of all U.S. digital advertising spending, a figure that is expected to fall to 50.5 percent in 2022 and predicted to drop to 47.7 percent by 2024, according to newly-released forecast data. The data also showed that between 2020 and 2023 nine additional platforms will have become $1 billion advertising businesses. eMarketer

The Brand Lessons That Are Having An Impact This Year In B2B
B2B brands are seeing success using some of the techniques and styles typically reserved for B2C marketing efforts such as multichannel customer communication and an increased focus on environment, social and governance (ESG), and Forbes explores some of these shifts. Forbes


B2B Marketing News: Top B2B Marketing & Sales Consolidation Obstacles, Twitter’s Branded Likes, Video Spending Soars, & Google’s New Page Experience Features

B2B Marketing News: LinkedIn’s New Event Features, B2B Customer Experience Data, Google’s Inclusive Marketing Resource, & Twitter Readies Long-Form Notes

Lane Ellis
Lane Ellis on Jun 24th, 2022
Online Marketing News

2022 June 24 Adobe Chart Image

What’s Standing in the Way of B2B Companies Providing A Great Customer Experience?
When it comes to providing great customer service, 46 percent of U.S. B2B professionals have said that poor collaboration between teams was the leading challenge, followed by 42 percent who pointed to disparate team goals, and 33 percent who singled out the lack of a unified customer view — some of the statistics of interest to B2B marketers contained in newly-released survey data. MarketingCharts

TrustRadius’ new B2B report – The age of the self-serve buyer is here [Annual Report]
Nearly all B2B buyers have said they want all or at least part of their buying journeys to be self-serve — a rate up 13 percent from 2021, while 41 percent of those in the Gen Z and Millennial demographic said that their first step in buying was checking review sites — two of several findings of interest to digital marketers featured in recently-released report data. B2B Marketing


B2B Marketing News: LinkedIn’s New Event Features, B2B Customer Experience Data, Google’s Inclusive Marketing Resource, & Twitter Readies Long-Form Notes

B2B Marketing News: B2B CMOs Prove Value, Free Adobe Photoshop, B2B in Cannes, Metaverse On Track to 5 Trillion

Lee Odden
Lee Odden on Jun 17th, 2022
B2B Marketing, Online Marketing News

B2B Marketing Statistic MarketingCharts

B2B Marketers Seek Advanced Metrics to Prove Their Worth. CMOs are feeling pressure to prove their value to others in the C-suite, and that desire to show marketing’s impact on pipeline and revenue is a leading reason why B2B marketers are increasing their focus on – or need for – deeper metrics, according to a study from Demand Gen Report, in association with Align BI. MarketingCharts

Why Cannes 2022 is a shining moment for B2B’s creative journey. Called The Creative B2B Lions, an official jury will award 11 winners for marketing disciplines such as cross-channel storytelling, brand experience, innovative content, and other areas between June 20 and June 24.  The Drum


B2B Marketing News: B2B CMOs Prove Value, Free Adobe Photoshop, B2B in Cannes, Metaverse On Track to 5 Trillion

B2B Marketing News: Collaboration’s Rising Importance In Marketing, LinkedIn’s New Remote Work Data, & TikTok Expands Social Publishing Tools

Lane Ellis
Lane Ellis on Jun 3rd, 2022
Online Marketing News

2022 June 3 MarketingCharts Image

LinkedIn Shares New Insights into the Rise of Remote Job Postings [Infographic]
Microsoft-owned LinkedIn has released new remote job posting data showing that the technology, information, and media industry tops the list of sectors with the largest share of remote jobs, emcompassing a 41.2 percent share of all remote jobs, according to recently-released workforce report findings. Social Media Today

Report: Diverse Ads Can Contribute More To Market Share Growth For Brands
Advertisements that featured a diverse array of people combined with memorable storytelling elements performed better than the average ad in the U.S., and helped brands achieve stronger bottom line results — two of several findings of interest to B2B marketers contained in newly-released diversity in advertising survey data. MediaPost


B2B Marketing News: Collaboration’s Rising Importance In Marketing, LinkedIn’s New Remote Work Data, & TikTok Expands Social Publishing Tools

B2B Marketing News: B2B’s Innovation Gap, Marketing Budgets Rise, New Trust Barometer Report, & Google Showing More FAQ Snippet Results

Lane Ellis
Lane Ellis on May 27th, 2022
Online Marketing News

2022 May 27 Unsupervised Image

The Growing Innovation Gap Is Costing B2B Brands
Despite 68 percent of B2B marketers noting that they considered themselves “advanced,” a mere four percent achieved scoring at that level, according to newly-released report data, also showing some of the reasons that fostering innovation can be more difficult for B2B marketers, creating an innovation gap. ANA

How Well Do B2B Firms Handle Routing Sales Leads? [Report]
Some 32 percent of B2B professionals said that greater automation was the lead management capability they most desired, while 60 percent noted that leads were occasionally assigned to the incorrect owner within their organization — two of several statistics of interest to B2B marketers contained within recently-published survey data. MarketingProfs


B2B Marketing News: B2B’s Innovation Gap, Marketing Budgets Rise, New Trust Barometer Report, & Google Showing More FAQ Snippet Results

B2B Marketing News: B2B Data Onboarding Insight, Google’s New Ad Formats, Marketing Campaign Performance Study, & LinkedIn’s Employer Branding Guide

Lane Ellis
Lane Ellis on May 20th, 2022
Online Marketing News

2022 May 20 MarketingCharts Image

Google Shares Sneak Peek At New Advertising Features
Google has offered a look inside several of its new forthcoming Google Ads features, including responsive display and mobile ads that animate static imagery and better white space formatting, highlighted in a showcase of examples from firms that have tested the new tools, Google recently announced. Search Engine Journal

Twitter is testing a new ‘Liked by Author’ label for tweets
Twitter has tested the ability for tweet replies on the platform that have been liked by the post’s author to show a red heart liked-by-author badge and similar text designation, with the aim of making it easier to spot top tweet replies in lengthy reply chains, Twitter recently announced. TechCrunch


B2B Marketing News: B2B Data Onboarding Insight, Google’s New Ad Formats, Marketing Campaign Performance Study, & LinkedIn’s Employer Branding Guide
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