COVID-19’s Impact on B2B Tech Marketers’ Channel Strategies in 2021
Among B2B marketers, webinars, search engine optimization (SEO), email marketing and LinkedIn ads have grown in importance the most during the pandemic, according to recently-released survey data. The data also shows that the top challenges faced by B2B technology marketers in 2021 are balancing quantity with quality, digital fatique, and measuring the right key performance indicators (KPIs). MarketingProfs
LinkedIn Announces New Measures to Tackle Inherent Bias as Part of Black History Month
LinkedIn (client) has launched an array of new initiatives that are part of a push towards systemic change to increase the Microsoft-owned professional social platform’s value to people in underrepresented groups, the firm recently announced. Social Media Today
Meet the BETAs: A Profile of Younger B2B Decision-Makers
The blurred boundary (B), evolving (E), tech native (T), activist (A) demographic sometimes called BETAs tend to be trendsetters, and are more likely to use business services for both personal and professional goals, according to recently-released report data of interest to digital marketers from The B2B Institute at LinkedIn and others. MarketingProfs
Survey: Customers prefer user-generated visual, video content
74 percent of consumers say that they prefer seeing user-generated digital photo and video content from brand’s own customers rather than traditional professionally-sourced images and videos — one of numerous statistics of interest to online marketers in newly-released survey data. CSA
Insights from 22 Million Business Posts on Social Media in 2020 [Infographic]
Instagram posting frequency among businesses fell by some 6.2 percent in 2020, while brands posted 36 percent more content on Twitter compared to Instagram and Facebook — two of numerous findings in recently-released report data culled from more then 22 million posts. Social Media Today
Google Ads Phrase Match Expands To Cover Broad Match Modifier Traffic
Google has phased out its long-time broad keyword match modifier, replacing the functionality with an expanded phrase matching system, the search giant recently announced — a change that will require search marketers to adjust to losing certain Google Ads exact matching features. Search Engine Roundtable
Do B2B Marketing and Sales Teams Cooperate Effectively?
46 percent of B2B marketers say that their sales team doesn’t understand what is important to their team, while 31 percent of B2B salespeople say that their marketing team doesn’t understand the issues important to them — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs
Companies Fall Short Of Compliance With California Privacy Law, Consumer Reports Finds
Not all businesses are complying with the California Consumer Privacy Act (CCPA), with recently-released Consumer Reports findings showing that just 54 percent of firms that had been sent an opt-out request sent required confirmations noting that they had stopped selling data from the requester, while 24 percent dismissed the requests, with 14 percent not confirming the CCPA requests. MediaPost
Google Analytics Stops Collecting Data From YouTube Channels
Marketers accustomed to viewing analytics data for YouTube using the popular Google Analytics system have lost the convenience of having a one-stop Google property data location, as Google Analytics recently removed data for YouTube, now available only through using the separate YouTube analytics system. Search Engine Journal
B2B Marketers Keep the Focus on Revenue in 2021
B2B marketers say that up to 60 percent of their sales pipeline is derived directly from marketing, with 67 percent saying that the main responsibility of marketing at their firm was to drive revenue, according to newly-released survey data of interest to digital marketers. MarketingCharts
ON THE LIGHTER SIDE:
A lighthearted look at “building resilience” by Marketoonist Tom Fishburne — Marketoonist
The 10 Best Super Bowl Ads of 2021 — Adweek
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lee Odden — The 100 Most Influential People In SEO — SEO Newsletter
- LinkedIn — LinkedIn Kicks Off Integrated Brand Campaign ‘Conversations for Change’ — Adweek
- Lee Odden — 2021 B2B Marketing Exchange Gears Up To Help Marketers Refresh, Renew & Remix Their Strategies For A Digital-First World — Demand Gen Report
- Lee Odden — What are the Traits of a Marketer? — T3 Web Services
- Lee Odden — When it comes to brand repositioning, content is king — VeraContent
- TopRank Marketing — 12 Crucial Do’s and Don’ts for B2B Influencer Marketing — V3Broadsuite
Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.
Thanks for taking the time to join us for the TopRank Marketing B2B marketing news this week, and we hope that you will return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.
