Almost Half of B2B Orgs Say It’s Become More Difficult to Close Deals
Finalizing B2B deals has become more difficult since the pandemic began, with some 46 percent of B2B organizations citing buying decisions being placed on hold as the primary cause, while 43 percent said that their organization viewed buyer re-prioritization as the top reason, followed by budget cutting, according to recently-released survey data. MarketingCharts
Marketing’s Tech-tonic Shift: 90% Have Changed Their Digital Strategies [Salesforce Study]
66 percent of marketing leaders expect revenue growth in the coming 12 to 18 months, with the top portions of B2B marketing budgets being spent on advertising, tools and technology, account based marketing (ABM), content, and staffing, according to newly-released survey data of interest to digital marketers. MediaPost
LinkedIn Adds Ratings & Reviews to User Profiles
Microsoft-owned LinkedIn has begun offering both reviews and ratings to user profiles, with a new services profile element that can now include a range of past client review and ratings features, and users initially receiving 20 review invitation credits, LinkedIn (client) recently announced. Search Engine Journal
Marketers Come Up Short In Perceived Value, Study Shows
Marketers see their department as coming in sixth when it comes to experiencing a lack of respect within their organization, behind sales, production, operations, human resources, and accounting, according to recently-released study data. MediaPost
TikTok Announces New Partnerships with Vimeo and Canva to Streamline Content Creation
Short-form social video platform TikTok has released new integration to its TikTok Ad Manager that expands ad-building options to more easily incorporate content from creation platforms Canva and Vimeo, the firm recently announced. Social Media Today
Google Removes The Rich Result Type From The Performance Reports
Google has removed the more generic form of its rich result search appearance data from its Search Console programming API — finalizing a move first mentioned in May, as the search giant has moved to providing more refined and less general breakout data, Google recently announced. SEO Roundtable
Twitter is Testing a New Option Which Would Enable You to Remove Specific Followers from Your Audience
Twitter has begun testing a method for users to less conspicuously remove unwanted followers from an account’s audience — an alternative to a brute force blocking approach that may offer digital marketers a more subtle solution, the firm recently announced. Social Media Today
LinkedIn Launches Native Video Meetings
LinkedIn has released new options for users to hold one-on-one video meetings directly within its platform, utilizing parent company Microsoft’s Azure Communication Services technology to provide a slew of powerful video conferencing features, with additional functionality such as screen sharing and virtual backgrounds planned for future updates, the firm recently announced. Search Engine Journal
SMT Expert Series: Keren Baruch Discusses LinkedIn Content Trends and Creator Tools [Interview]
Social Media Today recently interviewed LinkedIn’s Keren Baruch, who offered a range of insight into Creator Mode and other recent LinkedIn (client) content creation tools of interest to digital marketers. Social Media Today
The Biggest Benefits of Intent Data for B2B Marketers [Survey]
64 percent of B2B marketers say that digital advertising is the highest performing use case for intent data, followed by 44 percent who said customer account expansion was the most impactful use, and the same percentage who noted that account identification was the best usage scenario — one of several statistics of interest to online marketers contained in newly-released intent data survey results. MarketingProfs
ON THE LIGHTER SIDE:
A lighthearted look at the “brand fatigue and brand consistency” by Marketoonist Tom Fishburne — Marketoonist
The Netflix-Experience Is The New B2B Standard — Forbes
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lane R. Ellis / TopRank Marketing — 5 Top Customer Service Articles of the Week 8-16-2021 — Shep Hyken
- Lane R. Ellis — 10 Ways to Step Up Your Marketing and Brand Building by Using the Best Tools Available — Small Business Trends
- Lee Odden — Q4 PPC Planning: SMB B2B Tactics — Clix
Have you found your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.
Thank you for joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll return again next Friday for more of the week’s 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.
