B2B Marketing Blog - TopRank®

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

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