Key Takeaways From NetLine’s 2022 State of B2B Content Consumption and Demand Report When it comes to the top formats in B2B content consumption, eBooks, guides, cheat sheets, and white papers lead the way, with 40 percent of content being accessed by corporate-level executives — two of several statistics of interest to B2B marketers contained in recently-released survey data. Chief Marketer Twitter is adding an edit button Twitter will test the ability to edit tweets, first among its premium Twitter Blue subscribers, paving the way for a possible future rollout to all users on the social platform, Twitter recently announced, […]

B2B Content Consumption Booms, With eBooks In First Place Overall B2B content consumption time increased by 3.6 hours, up nine percent from last year, while consumption among corporate-level executives rose by 15.8 percent — two of several findings of interest to B2B marketers contained in the recently-released sixth annual edition of NetLine’s B2B content consumption report. MediaPost B2B Marketers Open to New Opportunities; Training Could Improve Retention 79 percent of B2B marketers have said that bolstering existing skills was the primary reason managers authorized training, followed by 75 percent who said learning new skills, and 53 percent who noted that […]

The Top Benefits of a Data-Driven B2B Demand Gen Strategy B2B marketers have said that better leads, customer experience, and return on investment (ROI) were among the top benefits of effective data-driven strategy, while 54 percent said that quality data enables them to make more effective spending decisions, according to newly-released survey data of interest to digital marketers. MarketingProfs Prepare for the future with Google Analytics 4 Google will sunset its longstanding existing analytics incarnation in July 2023, and has laid out a plan encouraging users of the present version to switch to the new version, which adds greater privacy […]

B2B Marketers’ Biggest Demand Generation Challenges 68 percent of B2B marketers say that email is their top channel choice for demand generation efforts, followed by organic social at 39 percent, paid social at 36 percent, and website or blog efforts also with 36 percent — one of several findings of interest to digital marketers contained in newly-released survey data. MarketingProfs Study: Global Contextual Ad Market To Hit $335B By 2026 The global contextual advertising market is expected to reach nearly $200 billion in 2022, and $64.6 billion in the U.S., with increases forecast to top $335 billion by 2026, while […]

Here’s What B2B Marketers Want Out of Their Content Efforts 91 percent of B2B marketers view creating brand awareness as the primary purpose of content marketing efforts, according to recently-released survey data of interest to digital marketers. The study also showed that 85 percent viewed generating demand and leads as a top purpose of content marketing, while 81 percent pointed to building trust and brand credibility. MarketingCharts [bctt tweet=”“Building brand awareness fills up the top of your funnel by making sure that relevant people know about your brand. One of the best ways to do so is by creating and […]

Ad Spending Surges 19% In January, Expands For 11th Consecutive Month The U.S. advertising market’s rate of spending grew by 19.2 percent in January compared to the same month in 2021, with digital categories continuing to see the best performance, driving ad market expansion that has now grown 11 consecutive months, according to newly-released report data. MediaPost Brands Turn Up the Dial on Podcasting Podcast advertising spending climbed by 60 percent in 2021, with accompanying growth rate forecasts seeing $2.2 billion in spending by 2023, both figures representing a healthy rebound from 2020 pandemic-driven deceleration, according to recently-released Association of […]

The Purpose of Content Marketing for B2B vs. B2C Brands 88 percent of content marketers say that creating brand awareness is the primary purpose of content marketing, with 79 percent noting audience education, while some 78 percent said building increased trust and credibility — three of several statistics of interest to B2B marketers contained in newly-released survey data. MarketingProfs New LinkedIn Data Shows the Top Digital Marketing Skills Currently in High Demand Digital marketing specialists and account executives joined social media managers as the most in-demand marketing occupations, while digital marketing, advertising, and social media skills had the biggest mismatch […]

Traditional B2B Sales and Marketing Are Becoming Obsolete Some 43 percent of B2B buyers have said that they would like a buying experience without a sales representative, with higher rates among Millennials, and The Harvard Business Review examines the rise of all-digital B2B buying and takes a look at some of today’s out-of-sync interaction preferences. Harvard Business Review 4 Ways the Pandemic Changed B2B Communication (From A Nationally-Representative Survey) 53 percent of Millennial professionals have said they prefer email communication over conversations, while 54 percent felt that email could cause miscommunication — two of several findings of interest to B2B […]

How B2B Businesses Can Get Omnichannel Sales Right B2B sellers now more often offer digital channels than in-person ones, and recent survey data shows that marketers also find digital channels more effective, and The Harvard Business Review recently examined the power of a more holistic and customer-centric approach to collaboration in B2B. Harvard Business Review Google parent company Alphabet broke $200 billion in annual revenue for the first time Google’s parent firm Alphabet topped the $200 billion revenue mark during 2021, a year-over-year rise of some 41 percent to $257 billion, with Google advertising revenue for the fourth quarter of […]

People trust ads that talk about values, not products, finds Nielsen 89 percent of consumers place word-of-mouth as the more trustworthy form of advertising, followed by brand websites at 84 percent, while humor and brand values were seen as the top drivers of advertising response rates, with value-oriented ads gaining 10 percent from 2015 rates, according to newly-released Nielsen trust survey data of interest to digital marketers. The Drum Reddit files to take the company public Following a 200 percent year-over-year increase in ad revenue during the second quarter of 2021, Reddit has filed to move ahead with an initial […]