B2B Marketing Blog - TopRank®

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

B2B Purchasers Are Consuming More Content Before Buying
60 percent of B2B buyers find value in receiving relevant information throughout the purchasing journey, while half say that they are consuming more marketing content before making purchases than they did before 2020 — two of several statistics of interest to digital marketers contained in recently-released survey data. MediaPost

LinkedIn is testing a new, paid ticketed events service Comments Feed
Microsoft-owned LinkedIn (client) has tested new paid event features hosted on the professional network’s platform, which would expand on its events hub and other virtual event offerings, and TechCruch takes a look at how the addition may help event organizers. TechCrunch