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B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads

Lane Ellis
Lane Ellis on Aug 28th, 2020
Online Marketing News

2020 August 28 Pubmatic Chart

The Majority of B2B CMOs Expect to Increase Their Spending on A Variety of Digital Channels Next Year
Nearly 69 percent of B2B marketing CMOs will increase digital advertising spending in 2021, including email and mobile marketing, paid search, website ads, organic SEO, and social media marketing, according to recently-released survey data from Gartner of interest to digital marketers. MarketingCharts

US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets
B2B firms will spend over $8 billion on digital advertising in 2020, a 22.6 percent increase from 2019’s total, according to newly-released forecast data, also showing that 43 percent of U.S. B2B marketers said they plan to reallocate live event spending to content creation. eMarketer


B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads

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B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting

Lane Ellis
Lane Ellis on Aug 21st, 2020
Online Marketing News

2020 August 21 MarketingCharts Chart

The Most Significant Challenges to B2B Brand-Building
Unclear strategy, performance measurement unsurety, low priority brand-building and foggy messaging are the leading brand reach amplification challenges faced by B2B marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs

‘You get 2 seconds to engage consumers online’: Mars neuroscientist shares key findings
Digital marketers have just two seconds to capture consumers’ attention and five to make an impact, according to newly-released neuroscience study data, also showing that memory encoding is key as duration time has dropped. The Drum

Facebook Adds New Paid Events Options for Businesses and Creators
Facebook has made direct in-stream purchase options available for eligible Facebook business pages in 20 countries including the U.S., offering digital marketers new monetization and event marketing options, the social media giant recently announced. Social Media Today


B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting

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B2B Marketing News: B2B Ad Spending Soars, Google’s New Audio Ad Features, Facebook’s Partnership Group Ads, & Top B2B Buyer Challenges

Lane Ellis
Lane Ellis on Aug 14th, 2020
Online Marketing News

2020 August 14 MarketingCharts Chart

B2B Buyers’ Top Challenges With Their Current Vendors
51 percent of B2B buyers have changed their vendor preferences during the global health crisis, and they find that slow and inefficient inquiry responses from vendors is their biggest challenge — two of several findings of interest to B2B marketers in recently-released survey data. MarketingProfs

Facebook Adds New Sponsored Post Options for Groups
Facebook has launched a new option for digital marketers allowing paid partnership posts in Facebook Groups, giving admins new branded post advertising opportunities, the social media giant recently announced. Social Media Today

eMarketer: US B2B digital ad spend soars 22.6%
Bucking the overall pandemic ad spending trend, 2020 B2B digital ad spend in the U.S. is expected to rise over 22 percent from 2019 figures, a significantly better performance outlook than the 1.7 percent forecast increase in overall U.S. digital ad spend, according to newly-released B2B ad spending findings. The Drum


B2B Marketing News: B2B Ad Spending Soars, Google’s New Audio Ad Features, Facebook’s Partnership Group Ads, & Top B2B Buyer Challenges

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B2B Marketing News: Top Channels for B2B Audiences, Podcasts Soaring, Smartphone Video Rules for Millennials

Lee Odden
Lee Odden on Aug 7th, 2020
Online Marketing News

Short Form Video NRG

With the number of global video viewers projected to reach 2.72 billion in 2023 Snap Inc. commissioned a study from National Research Group surveying 1,000 smartphone owners and found that for Gen Z and millennials, smartphones top all other devices with 78% watching more video on their smartphones than they did last year. – AdWeek

Podcast listenership in the US has been soaring in recent years and US podcast ad spending is expected to surpass $1 Billion in 2021 – eMarketer

Coronavirus pandemic is reshaping our approach to social media: report. The average user now holds some 8.1 social media accounts and spends nearly 2 ½ hours using them daily, according to new GlobalWebIndex data. Mobile Marketing Magazine

Twitter May Soon Display Retweets and Quote Tweets in Separate Counts – Social Media Today


B2B Marketing News: Top Channels for B2B Audiences, Podcasts Soaring, Smartphone Video Rules for Millennials

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B2B Marketing News: How B2B Events Are Changing, Consumers Switch Brands During Pandemic, & New B2B Micro-Segmentation Data

Lane Ellis
Lane Ellis on Jul 31st, 2020
Online Marketing News

2020 July 24 CEIR Chart

Study: Most Americans Permanently Changing Brands During Pandemic
45 percent of U.S. consumers have switched at least one brand preference during the global heath crisis, and some 62 percent believe that their brand change will become permanent — two of several items of interest to digital marketers in recently-released survey data. MediaPost

How microsegmenting boosts B2B conversion rates
Micro-segmentation helps both B2B sellers and customers, with better conversion rates and more relevant customer experiences, with some 68 percent of B2B buyers noting that it’s important for vendors to present relevant content throughout the buying cycle without having to rely on salespeople, according to recently-released Forrester report data. Digital Commerce 360


B2B Marketing News: How B2B Events Are Changing, Consumers Switch Brands During Pandemic, & New B2B Micro-Segmentation Data

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B2B Marketing News: Podcast Downloads Climb, Social & Display Ad Spend Rising, Snapchat’s Brand Profiles, & Google’s Latest Ad Tools

Lane Ellis
Lane Ellis on Jul 24th, 2020
Online Marketing News

2020 July 24 MotionCue Chart

‘The downloads are back’: Podcasting finishes the first half of 2020 strong
Podcast downloads have come back to pre-pandemic numbers, increasing from 625 million in March to 825 million over the past two months, while podcast advertising is still expected to increase by 15 percent for the year, according to recently-released report data. DigiDay

LinkedIn Revenue Up 10%, Sessions Up 27%, in Latest Performance Update
Double-digit quarterly revenue growth of 10 percent over the previous quarter has been reported from LinkedIn (client), accompanied by user platform session growth of 27 percent, the Microsoft-owned firm recently announced. Social Media Today

Programmatic Advertising Trends: Top Tactics, Challenges, and Metrics
61 percent of marketers view return on investment (ROI) as their top programmatic advertising metric, while 46 percent said that their top challenge in executing programmatic strategy is audience targeting, according to newly-released survey data. MarketingProfs


B2B Marketing News: Podcast Downloads Climb, Social & Display Ad Spend Rising, Snapchat’s Brand Profiles, & Google’s Latest Ad Tools

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B2B Marketing News: B2B Marketers Challenged By Messy Data, Instagram’s Pinned Comments, Sprout Social’s Index & Top Pandemic Emotion Study

Lane Ellis
Lane Ellis on Jul 17th, 2020
Online Marketing News

2020 July 17 WP Engine Chart

More than 1 in 3 B2B Marketers Held Back from Measuring Campaigns by Messy Data
36 percent of B2B marketers say that having messy data is a top marketing performance measurement challenge, according to recently-release report data. Topping the list at 47 percent was the inability to perform cross-platform data analysis, however, followed by a lack of resources at 42 percent. MarketingCharts

‘Surprised’ emotions in video ads drive conversions during pandemic, study says
Video ad performance jumped 360 percent when showing surprised people, while there was a 64 percent drop in conversions for video ads showing happy emotions during the first three seconds — two of several findings of interest to digital marketers in newly-released pandemic marketing study data. Marketing Dive


B2B Marketing News: B2B Marketers Challenged By Messy Data, Instagram’s Pinned Comments, Sprout Social’s Index & Top Pandemic Emotion Study

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B2B Marketing News: Digital Ad Budgets To Grow In 2021, Google’s Rich Results Tool Goes Mainstream, & More Listeners Are Paying For Podcasts

Lane Ellis
Lane Ellis on Jul 10th, 2020
Online Marketing News

2020 July 10 MarketingCharts Chart

Gartner CMO Spend Survey Shows How Digital Budgets Will Increase In 2021
Within the next 18 to 24 months digital marketing budgets will return to business-as-usual levels, according to 57 percent of CMOs in recently-released survey data from Gartner, also showing 78 percent aggregate growth for digital ad budgets in the forecast for 2021. 44 percent also said that they face mid-year budget cuts this year due to the global health crisis. MediaPost

HubSpot: A Look Back at How COVID-19 Impacted Businesses in Q2
Up to 60 more sales team email has been sent during the pandemic, seeing open rates 18 percent above pre-COVID levels, with companies sending less email achieving the highest open rates — several of many finding of interest to digital marketers contained in newly-released report data from HubSpot’s weekly performance metrics. HubSpot


B2B Marketing News: Digital Ad Budgets To Grow In 2021, Google’s Rich Results Tool Goes Mainstream, & More Listeners Are Paying For Podcasts

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B2B Marketing News: COVID19 Impact on B2B, Boost in Online B2B Purchasing, Google Combines Search Console & Analytics Data

Lee Odden
Lee Odden on Jul 3rd, 2020
Online Marketing News

Consumer Recommendations Study

Which Recommendation Types Do Consumers Find Most Compelling? “Based on your favorite” is the most impactful recommendation type, study data shows. MarketingCharts

Google Expands Access to its Business Messaging Tools from Search and Maps. Expanded brand reach to customers via maps and search listings are among features in a new tool rollout.  Social Media Today

COVID-19’s Impact on the B2B Industry. B2Bs are figuring out how to stay in business, operate and recover. This often requires a digital transformation of marketing and sales efforts. eMarketer

B2B Influencer Marketing Research Report

Google to pay some publishers for content; others dubious. Alphabet’s Google on Thursday took a step towards resolving its spat with publishers, saying it would pay some media groups in Australia, Brazil and Germany for high-quality content and expects to do more deals, but others were skeptical.. Reuters


B2B Marketing News: COVID19 Impact on B2B, Boost in Online B2B Purchasing, Google Combines Search Console & Analytics Data

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B2B Marketing News: 3 New B2B Marketing Studies, Twitter’s Audio Tweets, Google’s Pinterest-like Keen Project, & Gen Z Digital Consumption Habits

Lane Ellis
Lane Ellis on Jun 26th, 2020
Online Marketing News

2020 June 26 MarketingCharts Chart

The 10 Traits B2B Buyers and Managers Value Most in Salespeople
42 percent of B2B buyers value active listening when it comes to interacting with salespeople, according to recently-released survey data from LinkedIn (client), while 38 percent value problem solving, 38 percent confidence, and 34 percent who said that they value relationship building skills. MarketingProfs

Addressing the B2B void between product data and online sales [Survey]
52.8 percent of B2B professionals expect to add voice-controlled search technology to their customer experience (CX) program within the next 12 months, according to newly-released report data, while 44.8 percent plan to add live chat, and 39 percent expect to install new augmented reality (AR) and virtual reality (VR) technology. Digital Commerce 360


B2B Marketing News: 3 New B2B Marketing Studies, Twitter’s Audio Tweets, Google’s Pinterest-like Keen Project, & Gen Z Digital Consumption Habits

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Break Free Marketing Season 2 Wrap Up: Reinventing B2B Marketing

Tiffani Allen
Tiffani Allen on Jun 25th, 2020
B2B Marketing, Video Interviews

Break Free B2B Season 2 Wrap Up Image

Season two of TopRank Marketing’s video podcast series, “Break Free B2B,” has come to a close. We had the opportunity to interview some of the smartest B2B marketers in the industry, to find out how they’re breaking the mold and reinventing the role and function of the marketing department in B2B organizations.

The series covered three key themes:

  1. Reinvigorating Scalable, Global ABM
  2. Creating Online and Offline Experiences that Inspire
  3. Reinventing B2B Marketing and How Success is Measured

One consistent message among all ten interviews is that it’s time to shake things up. B2B marketing doesn’t need more of the same. These experts are well aware of that fact. Simply repeating tactics that have ‘always been done’ and are considered industry standards is no longer enough. It’s time to push the envelope, find a way to scale your ABM program, inspire your prospects with experiences, and continue to evolve how you approach marketing and measurement.


Break Free Marketing Season 2 Wrap Up: Reinventing B2B Marketing

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B2B Marketing News: Top B2B Strategies, 2021 Ad Market Recovery Forecast, Brands Spending More on Social, Facebook’s Giphy Buy Under Review

Lane Ellis
Lane Ellis on Jun 19th, 2020
Online Marketing News

2020 June 19 MarketingCharts Chart

B2B Wannabes: Most Brands Have A Customer-Centricity Gap, Study Finds
71 percent of B2B brands have digital experiences that don’t meet customer expectations and needs, while 82 percent have implemented a digital transformation project — two of several statistics of interest to digital marketers contained in recently-released study data. MediaPost

Global Advertising Market Expected to Recover in 2021
2021 will see global advertising recovering from losses brought about due to the ongoing pandemic, with 2 percent overall digital advertising growth forecast, and video growth predicted at 10 percent and social at 7 percent, according to newly-released report data from Magna Global. Adweek

AppsFlyer: App Retargeting Conversions Jumped During Coronavirus Lockdowns
Owned and paid re-targeting conversions rose by 31 percent and 35 percent respectively between February and April, illustrating how app installations climbed during the initial periods of the global health crisis, according to recently-released app re-targeting report data. Adweek


B2B Marketing News: Top B2B Strategies, 2021 Ad Market Recovery Forecast, Brands Spending More on Social, Facebook’s Giphy Buy Under Review

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