B2B Marketing News: Top B2B Marketing & Sales Consolidation Obstacles, Twitter’s Branded Likes, Video Spending Soars, & Google’s New Page Experience Features

2022July 1 MarketingCharts Chart

2022July 1 MarketingCharts ChartMeta and Google’s hold on digital advertising loosens as TikTok and others gain share
Google and its YouTube business combined with Meta and its Facebook and Instagram platforms combined to account for 53.4 percent of all U.S. digital advertising spending, a figure that is expected to fall to 50.5 percent in 2022 and predicted to drop to 47.7 percent by 2024, according to newly-released forecast data. The data also showed that between 2020 and 2023 nine additional platforms will have become $1 billion advertising businesses. eMarketer

The Brand Lessons That Are Having An Impact This Year In B2B
B2B brands are seeing success using some of the techniques and styles typically reserved for B2C marketing efforts such as multichannel customer communication and an increased focus on environment, social and governance (ESG), and Forbes explores some of these shifts. Forbes

New Updates To Google Page Experience Scoring Revealed At SEODay
Search giant Google has rolled out its Interactivity to Next Page (INP) metric and several other changes to its page experience factors, which it uses in determining how well web pages deliver when it comes to both the desktop and mobile user experiences — among several changes contained in its latest update, Google recently announced. Search Engine Journal

Twitter Making ‘Branded Likes‘ Available to All Advertisers in the App
B2B marketers will soon be able to purchase custom animations that appear when a user likes their content on Twitter, an addition included with Twitter’s latest brand-oriented advertising feature that could allow marketers to better tie in Twitter initiatives with cross-platform campaign efforts. Social Media Today

Online Video’s Now the Fastest-Growing Ad Medium Globally
For the first time in the past decade, video has overtaken social media as the fastest-growing medium, with online video ad spending forecast to expand by 15.4 percent compared to 15.1 percent for social, according to recently-released 2021 through 2024 prediction data. MarketingCharts

[bctt tweet=““We’ve seen an explosion in video, and it’s a paradigm shift we’re embracing.” — Adam Mosseri @mosseri head of @Instagram “ username=“toprank“]

Native Video Ads Beat Social On Brand Favorability: Study
When is comes to brand favorability, video viewed natively on a brand’s website performed better than when viewed on social or video-specific platforms, while the top brand awareness was achieved by a mixture of native and social video — two of several findings of interest to B2B marketers contained in newly-released multichannel brand impact study data. MediaPost

2022 July 1 Statistics ImageThe case for turning off your Zoom camera [BBC]
The online meeting experience can become more efficient and lead to greater worker well-being when video cameras are turned off, according to report data that also traces a general tendency among company leaders to want cameras on back to the pre-pandemic state of so-called presenteeism, and the BBC takes a look at the alternate indicators of online meeting engagement. BBC

New Study Shows Twitter is the Most Used Social Media Platform Among Journalists
69 percent of U.S. journalists have said that they use Twitter as their top or secondary social media platform for work, with 52 percent preferring Facebook, 19 percent Instagram, and 17 percent LinkedIn — one of several statistics of interest to digital marketers contained in new Pew Research study data looking at the most-used social platforms by journalists. Social Media Today

Pinterest CEO steps down, Google executive to take over in e-commerce push
Pinterest has made a leadership change that will see long-time CEO Ben Silbermann step aside, as Bill Ready, former Google president of commerce, payments and next billion users takes over the Pinterest helm, the social media platform recently announced. Reuters

Here Are B2B Marketing and Sales Teams‘ Top Complaints About Each Other
43 percent of B2B sales professionals have said that focusing on the wrong leads was their top complaint with marketing teams, followed by 32 percent who said poorly-performing tools, and 29 percent who pinpointed the inability to educate leads — one of several findings of interest to digital marketers contained in newly-released research data. MarketingCharts

ON THE LIGHTER SIDE:

2022 July 1 Marketoonist Comic Image

A lighthearted look at “Talk to the QR Code” by Marketoonist Tom Fishburne — Marketoonist

The people using humour to troll their spam texts — MIT Technology Review

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — 10 Creative Content Ideas You’ll Want to Try Today [Event] — MarketingProfs
  • Lane R. Ellis — Getting started with ABM, supporting sales, and programmatic ads — Cronycle
  • Lee Odden — 50 Content Marketing Quotes to Get You Fired Up — EngageBay

Have you located your own most important B2B marketing news this week? If so, please don’t hesitate to let us know in the comments below.

Thank you for taking the time to be with us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for another selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Top B2B Marketing & Sales Consolidation Obstacles, Twitter’s Branded Likes, Video Spending Soars, & Google’s New Page Experience Features appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI

How B2B video gets greater marketing ROI group of marketers image.

How B2B video gets greater marketing ROI group of marketers image.

How is B2B video marketing continuing its ascendancy and generating greater return-on-investment (ROI) than ever, and where are B2B marketers finding the sweet spot when it comes to video success?

With investment in B2B video having climbed, search engines showing more video answers and social media platforms continuing to place video front and center, there’s never been more vibrant and bustling video marketing activity — or possibility — than now.

Let’s take a look at some of the most recent information about B2B video from the latest industry reports and surveys, and hear from some of the top subject matter experts and proponents of B2B video.

1 — Increased Video Investment

When it comes to online video advertising, brands have continued to increase investment, with spending having climbed by 30 percent during the first quarter of 2022 — to the tune of $5.5 billion — compared to the final quarter of 2021, with spending on YouTube video ads alone reaching $482 million, an increase of 57 percent, according to recently-release MediaRadar report data.

Additionally, the number of businesses investing in online video in the U.S. alone rose 21 percent to some 15,500 during the first quarter of 2022 compared with the final quarter of 2021.

MediaRadar Image

It’s certainly not only paid advertising where video is seeing increased investment and exposure, however, as we’ll examine.

2 — Search Engines Providing More Video Answers

Use of video has not only continued to grow among B2B firms and in both paid and organic marketing efforts, but among search engines and the content they are increasingly showing to searchers looking for answers online.

“We see that people love videos and authentic images in search results, so we try to show them more,” John Mueller, senior webmaster trends analyst, recently said during the SEOday 2022 conference.

Giving today’s digital-first audiences what they want has naturally surfaced more video, and B2B marketing efforts that don’t include at least some video element will face increasing difficulties as search results reserve more spots for video-only content.

[bctt tweet=““We see that people love videos and authentic images in search results, so we try to show them more.” — John Mueller @JohnMu of @Google“ username=“toprank“]

3 — Video Continues As Prime Social Format

Data from several recent surveys have strengthened the notion that video use and spending have both risen, despite fears by some that a saturation point could arise — a tipping point that may indeed someday arrive, but as B2B marketers are finding with increased use of video, there is still plenty of room for more relevant digital video content.

47 percent of social media marketers have said that they plan to increase their video activity on LinkedIn over the next year, according to recent survey data.

MarketingCharts Image A

LinkedIn itself has continued refining and expanding its video features, including LinkedIn Live and LinkedIn Events, with the latter recently adding the ability to engage in conversations before, during and after events, as we covered recently in our weekly TopRank Marketing Friday B2B marketing news.

B2B marketers looking to find the ideal social media home for their latest video content have a wealth of options available in 2022, with the old guard of video hosts being joined by a steady stream of newcomers looking to make an impact.

B2B video opportunities for cross-platform engagement testing abound for marketers willing to embrace new social platforms.

[bctt tweet=““B2B video opportunities for cross-platform engagement testing abound for marketers willing to embrace new social platforms.” — Lane R. Ellis @lanerellis“ username=“toprank“]

4 — Brands See Video Engagement & Room For Expansion

On LinkedIn, Instagram, Twitter, TikTok and elsewhere, B2B brands are working to meet a combination of increased demand for video content and growing digital disengagement.

“Our audience is overwhelmed, distracted, and disengaged. But time spent engaging with video is higher than ever,” Heike Young, senior director, brand marketing team at Salesforce, recently observed.

“B2B companies have a quickly growing number of content teams, but still relatively few video teams (and small ones), especially when compared to the opportunities that are still out there for video,” Young added.

B2B marketers that capitalize on those opportunities when it comes to using video will have a conspicuous advantage in a business environment where more people are viewing video content than ever, and making buying decisions based on what they see — or don’t see.

[bctt tweet=““Our audience is overwhelmed, distracted, and disengaged. But time spent engaging with video is higher than ever.” — Heike Young @YoungHeike of @Salesforce“ username=“toprank“]

5 — B2B Video Makes Buyers More Receptive

The use of video in B2B marketing has always played a part in the sales process, however the shifts seen during the pandemic have made buyers even more receptive to B2B video.

97 percent of B2B buyers said they would be more receptive to sales communications from a business after consuming their video content,” Colin Day, managing director – EMEA at Oktopost noted recently.

Day also shared some of the ways that video can be used in today’s B2B marketing efforts, including:

  • Webinar clips
  • Podcast clips
  • Tips and tricks
  • Product demonstrations
  • Top product features
  • How-to videos
  • Tutorials
  • Customer success stories
  • Industry trends
  • A day in the life using a product

Those are only a few examples of the many areas where digital video can successfully be used in 2022.

Video can prove vital in pushing potential buyers to move ahead, as 95 percent of B2B buyers recently said that video plays an important role in deciding to move forward with a purchase, according to Brightcove and Ascend2 report data.

That same report noted that some 93 percent of B2B buyers found video to be important in building trust in a brand — a factor that is more important today than ever in the B2B realm, where trust in marketing has fallen.

58 percent of respondents in the most recent annual Edelman Trust Barometer report said they either buy or advocate for brands based on their values and beliefs, and video has been playing a greater role in helping establish the trust required to build such brand advocates.

Our own Joshua Nite recently explored “5 Ways Influencer Marketing Builds Trust for B2B Brands,” and how great content in video or any format can boost brand credibility and awareness.

[bctt tweet=““Influencer co-created content shows that you genuinely care about the audience, and are committed to presenting something of value they can’t get anywhere else.” — Joshua Nite @NiteWrites“ username=“toprank“]

6 — What’s Hot In B2B Video Content

B2B marketers looking to find out precisely which types of video content B2B buyers are tending to watch can gain insight from recently-released survey data showing that product reviews and demonstration videos topped the list, with tutorials, training and live videos such as webinars also making a strong showing.

MarketingCharts Image B

An additional study showed that some 69 percent of marketers expect their top investment during 2022 to be for video efforts.

6 — Creative Angles & Humor Have A Place In B2B Video

Andrew Davis, keynote speaker and author, who was featured as one of the 50 top B2B content marketing influencers to follow in our list, recently created and shared a video on LinkedIn detailing how humor can play an important role in the success of B2B video content.

Davis also sat down with our own Nick Nelson to share some of his insight on video marketing, in “Content Marketing Interview: Andrew Davis on Showing, Not Telling.”

Those looking for other creative ideas for new takes on B2B video and other visual content elements will find 14 in the latest Forbes Agency Council Expert Panel piece, “14 Creative Ways Marketers Can Use 360-Degree Images And Other Unique Visuals.”

[bctt tweet=““The number of people that make up our brand is more powerful than a logo. Get the face of the CEO, CFO, and CMO into the public eye!” — Andrew Davis @DrewDavisHere“ username=“toprank“]

Press Play On Your Own B2B Video Success

B2B video usage is only going to grow for the foreseeable future, and those marketers that stay aware of this trend, the increasing prominence of video in search and social, and the continuing power of video to tell memorable stories, will have a significant edge on competitors unable or unwilling to expand their B2B video efforts.

We hope you’ve found this brief look at some of the key shifts B2B video is undergoing helpful, and that you’ll be able to put these insights to use in your own video marketing efforts as we push ahead towards 2023 and beyond.

We regularly cover how B2B marketers can put video, live-streaming, and podcasting to use, and some of our recent articles on these topics are listed here for further reading:

Creating award-winning B2B video marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

10+ Top Content & Search Marketing Insights from MnSearch Summit 2022

10 content and search insights from MnSearch Summit event collage image

10 content and search insights from MnSearch Summit event collage image

When MnSearch, Minnesota’s premier collection of search marketing luminaries, held its latest big annual summit in St. Paul, we knew TopRank Marketing had to be in the house. I attended Friday’s festivities at the RiverCentre along with our search marketing manager Ryan Leighty.

It was my first time attending a marketing conference in almost three years — and also my first time meeting my awesome coworker Ryan in person — which created plenty of good vibes in itself. But there was also a lot of really great content from very bright folks, making this event all the more enriching.

Ryan and I divided and conquered the day’s sessions. Naturally, he dove into the more technical search topics — you’ll be shocked to hear Google Analytics 4 (GA4) was a recurring focus! — while I gravitated more toward the content-centric themes.

Here I’ll share some of the most notable insights and learnings I took away from the sessions I attended at the MnSearch Summit 2022.

Jenny Halasz on Ecommerce Pitfalls & Solutions

The morning started with an opening keynote from Jenny Halasz, SEO manager at LL Flooring (formerly Lumber Liquidators). She spoke about five key search-related challenges in today’s eCommerce space and how to overcome them.

1 — Site migrations: They never go smoothly and there are a tremendous number of technical variables for which to account.

What to do: Hire a seasoned SEO consultant or agency (hey, she said it, not me!) to help you navigate the complexities. And also: never do a migration during a busy season for the business.

2 — Seasonality: It’s not as simple or straightforward as some make it out to be. Some months have different numbers of days, some have holidays, and so on, making apples-to-apples comparisons misleading.

What to do: Don’t always take data at face value. Analyze search trends and seek out deeper context.

3 — Speed matters: Page load speed is a key factor in driving traffic and conversions, and it’s especially critical with the continuing growth of mobile commerce. Mobile spending is expected to be three times higher in 2025 than it was in 2019, according to Halasz.

What to do: Use tools that can persistently track page load speed and track them vigilantly – and “never turn your back.” Be careful of common slowdown culprits, like background images or JavaScript and cascading style sheets (CSS) loading on every page.

4 — Duplication: It’s not always just straight-up duplicated content. Halasz spoke about “duplication of purpose” affecting one area of the LL Flooring website, where the content on two vinyl flooring pages was different but addressed the same thing so users found it redundant.

What to do: Test relentlessly to seek out duplicative instances in your user experience. Halasz mentioned that when her team combined the two pages mentioned above into one, overall performance improved substantially.

5 — Trusting tools: There are plenty of great SEO tools out there, but some specialize in detecting different things, and certain tools will miss certain issues.

What to do: Use multiple complementary tools to avoid missing important errors and opportunities.

[bctt tweet=““I cannot emphasize enough how good tests are, and the importance of testing your site constantly.” — @JennyHalasz #SEO #MnSearchSummit“ username=“toprank“]

Niki Mosier on Building a Content Strategy for a Niche Industry

When you’re operating in a niche industry, many pillars of building a traditional content strategy need to be reconsidered. Niki Mosier has experienced this first-hand as director of digital marketing and content at AgentSync, a company operating within a niche vertical in the insurance licensing and compliance space.

Mosier laid out a few of these situational challenges:

  • Competitive analysis is difficult because there are few other players to help understand what’s working and where the white-space is.
  • Your emerging company likely has no authority or reputation in the SERPs.
  • Writer expertise is hard to come by because the subject matter is so specialized and often esoteric.

At the same time, there are a ton of opportunities for marketers working in uncrowded verticals. These include a wide range of topics to tackle (it’s all basically white-space!), distinctly defined personas for targeting, and the ability to test and see results more quickly in a SERP. I myself have enjoyed these aspects of working with “category creation” clients, which are among my favorite programs to take on.

Mosier walked through the strategy AgentSync put into action, and the fast growth they were able to achieve in brand awareness and organic traffic. The biggest recommendations: lean on your internal subject matter experts to inform and guide content, and create FAQ pages to answer key questions within your niche. Mosier mentioned that AgentSync saw especially strong search performance with this type of query-driven content – probably because they were giving the best answers.

Brian Massey on Getting Started with A/B Testing

Brian Massey Image

As the name of his company Conversion Sciences suggests, Brian Massey loves to geek out about optimizing conversions. When he came on stage to present at the MnSearch Summit, he was even wearing a lab coat.

Massey believes that marketers can gain an almost “unfair advantage” through the savvy use of data and science, with A/B testing serving as a perfect example. He invoked a number of human instincts and psychological traits – such as anchoring, loss aversion, and causation vs. correlation ambiguity – that necessitate a more objective approach to analysis.

As he put it, “three pounds of seething biases live between our ears.”

A/B testing removes this bias from the equation. You can approach the practice in two ways: either a before-and-after analysis — test two variations over different time periods and compare — or split testing — serve different variations to visitors, with a 50/50 split, for live and real-time testing. Whichever route you choose, make sure you’re developing a valid sample size and understanding what the outputs mean. Massey said that you should only be looking for significant changes in conversion rate, i.e. 20% or more.

An effective A/B testing approach will produce one of three outcomes for any page it’s applied to:

  • Win: Conversions are improved with the variation, and the changes are put into effect.
  • Save: Conversions decline, meaning you saved yourself from losing conversions.
  • Inconclusive: No significant change, thus you can save yourself the efforts and resources involved with a full implementation that won’t have the desired impact. Massey said this is the most common outcome.

[bctt tweet=““Test before you invest!” — Brian Massey @bmassey #CRO #ABtesting #MnSearchSummit“ username=“toprank“]

Bob Sparkins on the Anatomy of a High-Converting Landing Page

A fitting follow-up to the previous session from Mr. Massey, this one also focused on using data to maximize landing page conversions, except in this case the data is historical rather than first-hand. As a sales marketing manager for Leadpages, Bob Sparkins has access to a lot of this data. In his presentation he shared common traits of his company’s highest-performing landing page templates.

Some best practices that emerged through this review:

  • Lead magnet: This refers to the asset or hook you’re using to draw people in. Resource guides, checklists and cheat sheets relating directly to a specific audience pain point tend to drive higher conversions.
  • Headlines: Make sure you’re focusing less on what you’re giving away or selling, and more on the results they’ll get out of taking this journey. Aim for the intersection of emotional impact and immediacy.
  • Minimalism: Ask for only the information that is essential to your lead generation process. Fewer fields means more conversions. In many cases, first name and an email address are all you really need to collect.
  • Two-step opt-in: This basically means that instead of filling out form fields on the landing page itself, the user clicks a button and then the form pops up. When people click through to a landing page and see a form right away, it can put them on guard. Sparkins said that split-testing (remember that?) shows that two-step opt-ins outperform standard form fills most of the time.
  • Hero image: You want the user to see themselves in their desired future state. Don’t show a graphic of a frustrated guy with his face in his palms.

Above all, Sparkins stressed the importance of actions taken before someone arrives at the landing page. Building a strong reputation for your brand, and priming the user with the right message in the ad or SERP that’s bringing them to the page, are vital.

Christina Garnett on Harnessing Brand Affinity Through Community

Christina Garnett Slide Image

Although her subject matter veered away a bit from the usual SEO-driven lens of this event, I was nonetheless eager to see Christina Garnett of HubSpot speak on the value and impact of brand communities, since it’s something I’ve felt strongly about for some time.

Garnett shared a “Hierarchy of Brand Love,” deriving from Abraham Maslow’s classic psychological model of human needs. From the most basic and necessary level of community-building to the most aspirational ideal, it goes like this:

  • Survival: Your brand and its solutions meet customer expectations.
  • Safety: Customer support is your front-line to deliver better experiences.
  • Love/Belonging: You’re proactively increasing brand affinity with swag, acknowledgement of positive word-of-mouth, and facilitating customer connections.
  • Esteem: You’re developing brand advocacy with elite care that feels exclusive (i.e. behind-the-scenes access, VIP opportunities, betas and focus groups).
  • Self Actualization: You’re turning your customers into product experts, giving them opportunities to shine, and providing resources to improve knowledge.

When you reach that highest level of brand love, your customer community becomes a powerful, semi-autonomous force in your marketing and growth. So it’s easy to see the benefit.

How can you climb this hierarchy? Garnett offered many suggestions, but it mostly comes down to this: show the people in your community you see them and care about them (“There’s no easier way to make someone feel special than to treat them like they’re special,”) and make advocacy easy and flexible. She also pointed session attendees to a free open-source template for building your own “Minimum Viable Community.”

[bctt tweet=““Brand love is created when it’s clear that you care about what your customer cares about.” — @ThatChristinaG #BrandCommunities #BrandLove #MnSearchSummit“ username=“toprank“]

Alina Benny on Winning with Content Operations

The final session I attended at the MnSearch Summit was of particular interest to me personally, given my role as a senior content marketing manager on a growing team. While creatives like myself might enjoy dedicating most of our energy toward devising and creating content, there’s no question that defining and refining the team’s structure and processes is essential to scalably doing that well.

This was the subject of Alina Benny’s talk, drawing from her experiences as head of content SEO for Nextiva and as a growth SEO advisor at Figma. She described content ops as “the next wave of doing content marketing better.” Effective content operations, according to Benny, leads to higher-quality content, faster production cycles, improved ROI, and more.

In her presentation, she shared specific examples of organization charts and workflows. Clearly there are many ways to go about it, and the specifics will vary based on the team, but her core message was this: documentation is everything. And it’s surprisingly rare to see it done comprehensively.

While Benny admitted that this is a specialized skill of hers, she encouraged everyone watching to focus on strengthening their commitment. Create time for documentation and make it a priority. Shared, dependable knowledge bases are a cornerstone of smooth and sustainable content operations. That’s definitely a message that hit home with me.

[bctt tweet=““#ContentOps is a key competitive advantage. Not everyone’s good at documenting repeatable processes.” — @alinacbenny #ContentMarketing #MnSearchSummit“ username=“toprank“]

NickNelson and Ryan Leighty image
TopRank Marketing’s Nick Nelson and Ryan Leighy

The post 10+ Top Content & Search Marketing Insights from MnSearch Summit 2022 appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

B2B Marketing News: LinkedIn’s New Event Features, B2B Customer Experience Data, Google’s Inclusive Marketing Resource, & Twitter Readies Long-Form Notes

2022 June 24 Adobe Chart Image

2022 June 24 Adobe Chart ImageWhat’s Standing in the Way of B2B Companies Providing A Great Customer Experience?
When it comes to providing great customer service, 46 percent of U.S. B2B professionals have said that poor collaboration between teams was the leading challenge, followed by 42 percent who pointed to disparate team goals, and 33 percent who singled out the lack of a unified customer view — some of the statistics of interest to B2B marketers contained in newly-released survey data. MarketingCharts

TrustRadius‘ new B2B report – The age of the self-serve buyer is here [Annual Report]
Nearly all B2B buyers have said they want all or at least part of their buying journeys to be self-serve — a rate up 13 percent from 2021, while 41 percent of those in the Gen Z and Millennial demographic said that their first step in buying was checking review sites — two of several findings of interest to digital marketers featured in recently-released report data. B2B Marketing

LinkedIn Adds New Event Engagement Options, Simplified ‘Repost‘ Process
Microsoft-owned LinkedIn has launched a new feature that offers the ability to engage in conversations before, during and after events, along with a refined post-sharing experience, LinkedIn (client) recently announced. Social Media Today

GfK study identifies how ‘purpose fatigue‘ may be causing brand initiatives to fall short
74 percent of traditional video advertisements held viewer attention, while purpose-driven ads came in at 65 percent, with 48 percent noting that transformational ads were clear, compared to 43 percent for purpose-driven ads — some of the findings contained in newly-released purpose fatigue marketing survey data. The Drum

TBWA ‚Future Of Work‘ Report Finds Creatives Want Better Work/Life Balance
Some 55 percent of creative professionals said they were satisfied with their work-life balance, significantly behind the 64 percent global benchmark, while 80 percent strongly agreed that it is important for their employer to help them achieve a healthy work-life balance, according to recently-released survey results. MediaPost

LinkedIn Launches Initial Rollout of its New ‘Funny‘ Reaction
LinkedIn has rolled out an additional emoji that brings the ability to express the more light-hearted side of the professional social network, with a new laughing emoji, which comes as the platform has set record levels of user engagement, LinkedIn recently announced. Social Media Today

2022 June 24 Statistics ImageTwitter to expand into long-form content with upcoming Twitter Notes feature
Twitter is preparing to roll out a new feature that will allow article-length media-rich content — an upcoming shift that is set to change Twitter’s short-form-only modus operandi and offer B2B brands new options for using the platform, Twitter recently announced. TechCrunch

Google Adds More Insights to its ‘All In‘ Marketing Accessibility Resource
Search giant Google has published a collection of new examples and resources aimed at providing marketers with detailed and up-to-date inclusive marketing best practices, broken down into 12 primary categories, Google recently announced. Social Media Today

Meta and other tech giants form metaverse standards body, without Apple
The Metaverse Standards Forum has launched as a new group intended to work towards setting industry standards when it comes to the metaverse, and includes Facebook and Instagram parent firm Meta, Microsoft and other major technology firms, along with standards organizations including the World Wide Web Consortium (W3C), with a notable exception being Apple, the group recently announced. Reuters

Where’s anywhere? Top 20 most popular cities for remote workers
Bend, Oregon topped the list of smaller metropolitan cities where workers are applying for remote work, with Cape Coral, Florida topping the larger metro area cities — two of several findings of interest to B2B marketers contained in newly-released survey data from Adobe, which examined the latest hot-spots for remote workers and looked at the future of work. Adobe

ON THE LIGHTER SIDE:

2022 June 24 Marketoonist Comic Image

A lighthearted look at “social marketing hype” by Marketoonist Tom Fishburne — Marketoonist

IT Guy Requests Employees Stop Placing Difficult-To-Remove Stickers On Him — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lane R. Ellis — This Week in Marketing: B2B Creative Renaissance in Cannes — LinkedIn (client)
  • Harry Mackin — B2B influencers, marketing alignment, and what you need to know about CABs — Cronycle
  • TopRank Marketing — How B2B Companies Can Leverage Influencer Marketing in 2022: The Ultimate Guide — Contently

Have you come across your own top B2B marketing news this week? If so, please don’t hesitate to let us know in the comments below.

Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll come back next Friday for another array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: LinkedIn’s New Event Features, B2B Customer Experience Data, Google’s Inclusive Marketing Resource, & Twitter Readies Long-Form Notes appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com