B2B Marketing News: Top B2B Video Marketing Challenges, Google Axing Teasers, Changing B2B ABM Objectives, & LinkedIn’s Strong Revenue Growth

How the Pandemic Has Affected Account-Based Marketing
42 percent of B2B marketers say that the pandemic has changed their account-based marketing (ABM) business objectives, according to recently-released survey data, with 30 percent noting that their ABM budgets fell due to the global health crisis, while 26 percent saw their ABM spending increase. MarketingProfs

Despite In-Housing Trend, Clients Continue To Value Agency Relationships
Greater alignment with brand priorities brings increased value to agencies, according to newly-released Forrester report data of interest to digital marketers, which also showed that some 75 percent of brand decision makers were satisfied or very satisfied with their agency rosters. MediaPost

Social Media Ad and Video Spend Skyrocketed in Q4 2020
The final quarter of 2020 saw a 92.3 percent year-over-year rise in social media advertising spending in North America, according to recently-released report data, with global increases for the period topping 50 percent. Social Media Today

Google Starting To Meet Consumer Demand For Organic Search
Overall organic search volume increased by 30.5 percent during the last quarter of 2020 compared to the same quarter a year earlier, with mobile organic search volume rising by 32.7 percent, according to recently-released Merkle report data of interest to online marketers. MediaPost

Microsoft earnings rise as pandemic boosts cloud computing, Xbox sales
LinkedIn (client) saw a revenue increase of 23 percent during the second quarter of fiscal year 2021, according to earnings release information from parent company Microsoft, led by strong advertising performance on the professional social platform. Reuters

Google may not display Web Stories that are teasers
Readers are averse to feeling forced to click through from content that relies too heavily on teasers, Google recently said, urging the use of online stories over Web teasers, while also noting that it will show less teaser-based content in its Web Stories within Google Search and Google Discover. Search Engine Land

Why social listening guides the marketing strategy for a media management platform [Sprout Social.]
Some B2B marketers have failed to see the power of social media marketing as a method for humanizing audience connections, according to Sprout Social chief marketing officer Jamie Gilpin, who recently shared social media listening data from the firm. AdAge

Google says it may have found a privacy-friendly substitute to cookies
Google has released test data from its Federated Learning of Cohorts (FLoC) browser-tracking cookie replacement technology, which it says achieves at least 95 percent of the conversions per dollar marketers are used to seeing with traditional cookie-based ads, the search giant recently announced. Axios

Report: Location-based marketing is increasingly valuable, but data accuracy remains in question
95 percent of global firms use location-based data and services for reaching customers, a year-over-year increase of 10 percent, according to data from the Location Based Marketing Association (LBMA)’s recently-released Global Location Trends report, which also showed that 21 percent of marketers use the technology to increase brand recall. CMO

Troubles Measuring Impact Hinder B2B Video Efforts
The top barriers marketers face with B2B video marketing include measurement of impact, staff allocation, creating engaging videos, and the production of video content that accurately represents a brand, according to recently-released survey data of interest to digital marketers. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “pop-ups and user experience” by Marketoonist Tom Fishburne — Marketoonist

A New Way to Trace the History of Sci-Fi’s Made-Up Words — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• TopRank Marketing — Digital and Real World Influence is About Community — Brian Solis
• LinkedIn (Client) — LinkedIn Sets LinkedIn Spark Virtual Sales Education Event — Adweek

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for taking the time to join us for this edition of the TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for more of the 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.

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