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Dow Jones Data Identifies B2B Content-Targeting Strategy 73 percent of B2B marketers said they find it reassuring to learn more about a brand even when they're already in the buying journey, while 68 percent view content about a brand that comes from business news and trade media as more trustworthy than information from the brand's website — two of several statistics of interest contained in newly-released survey data of interest to digital marketers. MediaPost LinkedIn Engagement Continues to Grow, Ad Revenue Rising Amid Economic Recovery Record engagement levels, up some 19 percent from the last quarter, were among the quarterly highlights for Microsoft’s LinkedIn platform (client), accompanied by revenue that grew by 42 percent and advertising demand up some 61 percent, Microsoft recently announced. Social Media Today With Younger Audiences Going Ad-Free, Brand Integration Is More Important Than Ever Brand integration is becoming more of a key marketing tactic as mor...

Are you making any of these five all-too-common yet often monstrous B2B marketing moves that will come back to haunt you? As we once again greet the season of ghosts and all things haunted, it’s the perfect time to open that creaky cobwebbed door where B2B marketing horrors and nightmares await. There’s no need to be afraid, however, as we’ve got the digital garlic you need to ward off even the most ghoulish of B2B baddies and their marketing missteps and mistakes. Sit back, and let’s take a moment to look at five of the most monstrous and horrifying marketing moves that will only come back to haunt you, and in doing so we’ll go on a digital marketing ghost-busting adventure. 1 — Don’t Frankenstein Your Marketing Efforts via GIPHY Frankenstein is a symbol of all of those marketing pieces that don’t fit together, combined willy-nilly into a hodgepodge of fragmented marketing that doesn’t offer the kind of cohesive experience savvy marketers are constantly striving for. A mad scient...

Where is B2B content marketing headed in 2022 and beyond? Continuing an impressive and time-tested marketing tradition, the recently-released twelfth annual B2B Content Marketing Benchmarks, Budgets, and Trends research report from Content Marketing Institute (CMI), MarketingProfs, and ON24 offers up a bountiful array of insights for B2B content marketers, and helps us answer this key question and several others. The 54-page 2021 edition provides a comprehensive look at how some of the top content marketers have been making an impact and achieving success during the past year, even with the unprecedented challenges we’ve all faced. B2B content marketing is growing in importance, scope, and adoption by organizations of all sizes, and is poised to see further expansion in 2022 and beyond, as we'll examine. Let’s take a look at some of the insights and revelations from the research data that you can take action on and use today in your own B2B content marketing efforts, and includ...

IAB Projects 8% Growth In 2022 Digital Ad Spend, Warns About 'Bad' Ad Experiences U.S. digital advertising spending is expected to see 8 percent growth during 2022 to reach $165.4 billion, and topping the $200 billion mark by 2025 — increases from 2020's $139.8 billion, according to newly-released forecast data of interest to digital marketers. MediaPost Podcasts Google Knowledge Panels Go Live Google has added podcasts to the services that can have extended visibility Knowledge Panels among the search firm's result pages, giving B2B marketers who utilize podcasts a potential new promotion opportunity, in a recent rollout from the search giant. SEO Roundtable Advertising No Longer The Least-Trusted Profession, But Not By Much Recently-released survey data shows that although advertising executives no longer rank as the least trusted profession, ad professionals are still seen by both U.S. and global audiences as having significant ground to make up when it comes ...

B2B marketers, ready for some TRUTH BOMBS? Here we go: We need to make our content more human and more empathetic. B2B content doesn’t have to be boring; in fact, it can’t be boring and be effective. B2B buyers are just people — we need to talk to them like people. Are you blown away by the depth and breadth of my insight? Ready to book me at your next marketing conference? Okay, all sarcasm aside: We all have heard the old “B2Me” speech a dozen times. I’m not here to give it to you again. Instead, I want to get deeper into the specifics of what it means to be empathetic and provide value with content. I say this because, despite the hours of keynote speeches on the topic, B2B marketers are still coming up short. In a recent poll, 79% of buyers surveyed said they were served irrelevant content. Your buyers need to make informed decisions and they crave intelligent direction. But a lot of them aren’t getting it. Why Empathetic Content Matters Now More than Ever Most B2B buye...

What are some of the top autumn B2B search marketing conferences that will take place in virtual, in-person, and hybrid fashion? As we close in on 2022, more physical marketing events are taking place than were available last year, while others either offer a hybrid online option or are still digital-only experiences. To help you sort out the many B2B marketing conference options available this fall, we've compiled our latest list of the top B2B marketing events to elevate and inform your business strategy, with a special focus on events in the search marketing and SEO space, while still including several general B2B marketing events that feature search industry elements. Marketing conferences offer a true wealth of benefits to marketers seeking the latest learning, new networking opportunities, and the latest industry research and insight to increase brand awareness, but sometimes finding events that match your business and B2B search marketing needs can be challenging. In just ...

New Research: 86% Of B2B Software Buyers Rely On Third-Party Reviews When Making A Purchase Decision 55 percent of B2B buyers have said that their technology spending will rise during 2022, while some 86 percent of buyers look to online peer-review sites before making purchase decisions — two of several statistics of interest to digital marketers contained in recently-released survey data. Demand Gen Report The future of events: B2B marketers weigh in-person vs. virtual attendance 73 percent of B2B marketers who are primarily focusing on physical events also plan to still attend virtual ones, with some 55 percent noting that in-person events will play a large role in their strategy, according to newly-released report data. SmartBrief Oracle and Microsoft Introduce Enhanced AI Capabilities for Customer Data Platforms New personalization and data gathering technology that come in the form of digital streaming are part of the latest addition from Oracle’s CX Unity customer data pla...

The business landscape of 2021 includes a wealth of B2B influencers who are shaping the future of marketing for 2022 and beyond. To honor and celebrate our industry's B2B marketing subject matter experts, including many who happen to be speaking at this week's MarketingProfs B2B Forum virtual event, we're thrilled to publish our annual list of some of the world's leading B2B marketing influencers. Each year MarketingProfs B2B Forum is filled to the brim with the latest insightful B2B marketing tactics and strategies presented by a powerhouse lineup of exceptional B2B influencers, and this year is no different. MPB2B will take place October 13 - 14, 2021 and features a stellar group of B2B marketing professionals the programming team at MPB2B has carefully assembled, in an updated virtual format designed to bring you all the freshest industry knowledge without any of the screen fatigue. In the spirit of helping B2B marketing professionals learn more and connect with n...