B2C and B2B Customers Expect Personalized Content at Different Stages of the Purchase Journey
57 percent of B2B customers have said that they expect personalized content when discovering a company’s products and services — compared with 22 percent of B2C customers, with greater overall personalization expected from B2B customers than from those in B2C at each of six buying stages, according to newly-published Adobe and Forrester survey data. MarketingCharts
38% of marketers shift strategy from customer acquisition to loyalty
Roughly a third of marketing executives have said that they are hoping for more robust budgets in 2023 than in 2022, while over half noted that inflationary concerns had impacted their business — two of several findings of interest to B2B marketers contained in recently-released survey data. Marketing Dive
Where Are B2B Marketers Seeing Success with Chatbots for Demand Gen?
57 percent of B2B marketing professionals see chatbots as beneficial to gathering better audience knowledge, with 55 percent pinpointing the technology as being helpful for lead generation, while 43 percent said that chatbots can help when it comes to prospect education — three of the top 10 ways that chatbots were seen as benefiting demand generation according to newly-released report findings. MarketingCharts
Google publishes new link best practices
Search giant Google has updated its guidelines document relating to website linking best practices, including an array of new usage examples and handy access to the company’s related link-checking tools, Google recently announced. Search Engine Land
82% of Marketers Say Content’s Importance As a Revenue Driver Has Grown
41 percent of marketers have looked to content marketing to create brand awareness, with 38 percent having tapped the tactic to generate sales and revenue, while 38 percent also said that the purpose of content marketing was to generate demand and leads and to build trust and credibility, according to newly-published survey data of interest to digital marketers. MarketingCharts
Pinterest Expands Idea Pin Video Length to 5 Minutes
B2B marketers using the Pinterest platform were recently given the ability to utilize video clips up to 5 minutes long — a significant expansion of the social media platform’s previous 60-second limit for its Idea Pins feature, Pinterest has announced. Social Media Today
Ad Execs Maintaining, Boosting 2023 Ad Budgets: Advertisers More Optimistic Than Agencies
54 percent of advertising executives has said that they planned to keep ad budgets steady during 2023, with 30 percent expecting an increase, while 10 percent planned to decrease ad budget spending, according to newly-published survey data of interest to B2B marketers. MediaPost
Twitter Blue users can now post tweets with up to 4,000 characters
Subscribers to Twitter’s Blue paid premium accounts have been giving the ability to create long-form tweets that contain up to 4,000 characters, presenting an array of new marketing possibilities on the traditionally short-form social media platform, Twitter recently announced. Engadget
3 new Google Analytics 4 updates
B2B marketers using the latest version of Google Analytics 4 have access to several new features designed to streamline the reporting of large datasets, including options to toggle between more detailed results or faster reporting, along with several new one-click reporting options, Google recently announced. Search Engine Land
2023 will be a year of change and opportunity for social media
A leading 30.3 percent of of U.S. social media users in 2023 will be from the millennial demographic, followed by 24.6 percent for those in Gen Z, 22.6 in Gen X, and 16.1 percent in the baby boomer segment, with the amount of Gen Z social users having overtaken those in Gen X since 2018, according to newly-published survey data of interest to B2B marketers. Insider Intelligence
ON THE LIGHTER SIDE:
A lighthearted look at “AI-Generated Sameness” by Marketoonist Tom Fishburne — Marketoonist
What the Data Tells Us About Making a Great Super Bowl Ad — Adweek
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lane R. Ellis — Community Connection: Lane Ellis Sets a Cross Country Skiing World Record — PBS North / The North 103.3 FM
- TopRank Marketing — Top 21 Marketing Podcasts — HireInfluence
- Lane R. Ellis — Microwave Creativity … Can ChatGPT rival or replace human writers? Is Generative Art truly original? — Gilbreath
FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:
Justin Keller @justinkeller
Pam Didner @PamDidner
Peter Isaacson @peisaacson
Corinne Sklar @csklar
Joel Harrison @joel_b2beditor
Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.
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