B2B Marketing Blog - TopRank®

Which Contact Data Acquisition Strategies Are Most Effective for B2B Marketers? [Survey]
79 percent of B2B marketers have said that their website registration forms are the most effective customer and prospect data-gathering tactic, followed by 54 percent who said content downloads from dedicated landing pages, and 47 percent who said in-person events, according to recently-released survey data. MarketingCharts

B2B sellers deal with challenges of online customer experience
Half of B2B sellers see budget and supply chain improvements as the largest challenges they’re likely to face in 2022, with 47 percent noting that data management will be among their top issues during the year ahead, according to newly-reased survey data of interest to digital marketers. Digital Commerce 360

B2B Pros Worry About Leads Getting To The Right Person, Study Finds
58 percent of B2B marketers have said that they are only somewhat or not confident in their organization’s process for taking inbound leads to proper sales team members — one of several statistics of interest to digital marketers contained in recently-released survey data. MediaPost

More executives are turning to social media during the pandemic. [Report]
Some 56 percent of business executives have said that they are increasing their usage of social media due to the pandemic, with 68.4 percent expressing positive reactions to colleagues or leaders sharing industry news and content on social media, according to newly-released report data. PRWeekUS

LinkedIn is launching interactive, Clubhouse-style audio events this month in beta; a video version will come this spring
Microsoft’s LinkedIn will launch a new live virtual events platform, beginning with audio-only functionality, followed in time by an array of video features for the flexible hosting and management of online events, adding to the platform’s creator features, LinkedIn (client) recently announced. TechCrunch

Social Media Forecast to Overtake TV in Ad Spend This Year
A robust 14.8 percent annual growth rate for social media advertising spending over the 2021 through 2024 period tops online video’s 14 percent and paid search’s 9.8 percent, according to newly-released global ad spending growth rate forecast data. MarketingCharts

Can You Relate? Empathy-based marketing requires brands get to know the people behind the data
52 percent of consumers have said being treated with respect is a key way brands can show empathy to customers, followed by being treated like a human being at 50 percent, according to survey data also showing that listening and curiosity are more key for brands in 2022 than at any point during the pandemic, and the Association of National Advertisers (ANA) takes a look. ANA

Are Brands Investing in Social Media Communities in 2022? We Asked 1,000+ Marketers [HubSpot Survey]
51 percent of global marketers expect to build more social media communities in 2022, with some 64 percent planning to dedicate investment in social communities, while the top challenge has been managing community members — three of several findings of interests to digital marketers contained in recently-released survey data. HubSpot