Fiddling With First-Party: B2B Firms Face Corporate And Data Integration Hurdles
41 percent of B2B brands have said they use first-party data for marketing segmentation, while 37 percent use it for sales outreach, and 36 percent for advertising and analytics — one of several findings of interest to B2B marketers contained in recently-released Dun & Bradstreet study data. MediaPost

Oracle to Buy Cerner in $28B Health Care Play
Oracle has announced that it will acquire medical records firm Cerner for some $28.3 billion, a move that will bring a vast expansion to Oracle’s health care segment and bolster the reach of both firms, following a similar move by Microsoft earlier this year, Oracle recently announced. CFO

People trust ads that talk about values, not products, finds Nielsen
89 percent of consumers place word-of-mouth as the more trustworthy form of advertising, followed by brand websites at 84 percent, while humor and brand values were seen as the top drivers of advertising response rates, with value-oriented ads gaining 10 percent from 2015 rates, according to newly-released Nielsen trust survey data of interest to digital marketers. The Drum

Reddit files to take the company public
Following a 200 percent year-over-year increase in ad revenue during the second quarter of 2021, Reddit has filed to move ahead with an initial public offering (IPO), which could bolster the firm’s social platform and 52M daily users, Reddit recently announced. The Verge

The 10 Sales Behaviors That Are Deal-Breakers for B2B Buyers
55 percent of B2B buying decision makers have said that the top quality for salespeople when it comes to making a deal is an understanding of the business situation and needs, while 40 percent said that demonstrating the return on investment (ROI) was a key trait — two of several findings of interest to digital marketers contained in recently-released survey data. MarketingProfs

LinkedIn Shares New Insights on How to Reach Gen Z Users on its Platform [Infographic]
Microsoft-owned LinkedIn (client) has released new insight into how brands are increasing reach to Gen Z, which represents the fastest-growing demographic on the professional social platform. Just 21 percent of Gen Z users on the platform have said that they feel represented in advertising, while 57 percent have said that brands should be reliable, according to LinkedIn data. Social Media Today

B2B Buyers Reward Brands That Focus On Six Ingredients, Study Finds
67 percent of B2B buyers have said that it is increasingly important to work with brands offering both positive social and business value, according to newly-released survey data. The report also showed that in 2021 the number of B2B buyers who find that it takes too long to purchase has increased by 28 percent over 2020 figures, to 44 percent. MediaPost

LinkedIn Shares 2022 Predictions on B-to-B Marketing, Sales Intent
Signals of buyer intent will form a new form of currency even — or perhaps especially — in uncertain times, and the importance of zero-party data has increased — two of several insights contained in recently-released B2B marketing prediction data from LinkedIn (client) of interest to digital marketers. Adweek

B2B Marketers Are Using A Variety of ABM Content Delivery Approaches
Some 73 percent of B2B marketing executives are currently using an agency partner in their account-based-marketing (ABM) strategy, or are planning to use one, while 91 percent have said that they use email for ABM campaign delivery — two of several statistics of interest to digital marketers contained in recently-released survey data. MarketingCharts

Google Drops The Deadline For Mobile-First Indexing
Google has shifted to an open timeline for websites to implement the search giant’s mobile-first initiative, replacing a former deadline that had been moved up since this March, allowing site owners additional time to thoroughly apply the mobile-first structure, Google recently announced. Search Engine Roundtable

B2B Mobile Mania: Young Staffers Use Smartphones To Buy Business Products
53 percent of B2B buyers in the Gen Z demographic say they use their smartphones when researching and buying for business, and once a purchase has been made 50 percent see brand newsletters as very important — two of several insights of interest to digital marketers contained in recently-released survey data. MediaPost

The Behaviors and Attitudes of U.S. Adults on Twitter [Pew Study]
Some 69 percent of adult U.S. Twitter users say they utilize the platform to stay informed, with 45 percent looking to express their opinion, some of the findings contained in newly-released Pew Research Center study data examining Twitter usage. Pew Research

Here’s What B2B Content Marketers Will be Investing in Next Year
69 percent of B2B content marketers have said that videos will be their top area of content marketing investment in 2022, with 61 percent saying that events will lead their investment areas next year, while 57 said that owned-media assets will top their content marketing spending in 2022 — two of several statistics of interest to digital marketing contained in recently-released survey data. MarketingCharts

New LinkedIn data shows how gen Z is recalibrating the norms of work
Gen Z comprises the fastest growing audience demographic on the LinkedIn (client) platform, with 63 percent visiting the Microsoft-owner professional network at least once a week, and 74 percent saying they use LinkedIn to learn new skills, according to newly-released report data. . The Drum

IAB: First-party Data, Partnerships, Measurement Key Investment Areas In 2022
In 2022 marketing budgets will increasingly shift to digital, with the bulk of spending shifting to video, social media, digital display ads, and paid search, according to newly-released survey data from the Internet Advertising Bureau (IAB). Partnerships with content publishers having first-party data is also expected to be a top marketing investment area in 2022, the survey showed. MediaPost

Google, Facebook, and Amazon to account for 64% of US digital ad spending this year
Digital advertising spending in the U.S. will grow by $20 billion in 2020, to over $211 billion, and is expected to top $300 billion by 2025 — with the majority of ad revenue being made up by Google, Facebook, and Amazon, according to recently-released ad spending forecast data of interest to digital marketers. eMarketer

For US B2B Product Buyers, Amazon Business Proves Influential, but May Decline [Survey]
Some 49 percent of B2B product buyers have said that they search for B2B items using Amazon Business, topping the 39 percent who say they use vendor websites and 37 percent who utilize other B2B marketplaces — one of several insights contained in recently-released preferred B2B buying channel survey data. MarketingCharts

Google Nearly Doubles Profit, Capitalizing On Omnichannel Advertising
Google parent firm Alphabet came close to doubling profit last quarter, representing its strongest quarterly rise in over a decade, with Google’s YouTube seeing advertising revenue figures that climbed by 43 percent to $7.2 billion, while overall ad business sales topping $53 billion, the search giant recently announced. MediaPost

Dow Jones Data Identifies B2B Content-Targeting Strategy
73 percent of B2B marketers said they find it reassuring to learn more about a brand even when they’re already in the buying journey, while 68 percent view content about a brand that comes from business news and trade media as more trustworthy than information from the brand’s website — two of several statistics of interest contained in newly-released survey data of interest to digital marketers. MediaPost

Introducing Meta: A Social Technology Company
Facebook’s parent company has changed its name to Meta, as the social media giant implements a rebranding initiative that will see the platform place a greater focus on the virtual universe known as the metaverse, a move that is bound to offer both new opportunities and challenges for B2B marketers utilizing the platform, Meta announced this week. Facebook / Meta

IAB Projects 8% Growth In 2022 Digital Ad Spend, Warns About ‘Bad’ Ad Experiences
U.S. digital advertising spending is expected to see 8 percent growth during 2022 to reach $165.4 billion, and topping the $200 billion mark by 2025 — increases from 2020’s $139.8 billion, according to newly-released forecast data of interest to digital marketers. MediaPost

Podcasts Google Knowledge Panels Go Live
Google has added podcasts to the services that can have extended visibility Knowledge Panels among the search firm’s result pages, giving B2B marketers who utilize podcasts a potential new promotion opportunity, in a recent rollout from the search giant. SEO Roundtable

New Research: 86% Of B2B Software Buyers Rely On Third-Party Reviews When Making A Purchase Decision
55 percent of B2B buyers have said that their technology spending will rise during 2022, while some 86 percent of buyers look to online peer-review sites before making purchase decisions — two of several statistics of interest to digital marketers contained in recently-released survey data. Demand Gen Report

The future of events: B2B marketers weigh in-person vs. virtual attendance
73 percent of B2B marketers who are primarily focusing on physical events also plan to still attend virtual ones, with some 55 percent noting that in-person events will play a large role in their strategy, according to newly-released report data. SmartBrief