B2B Marketing News: B2B Content Gating Study, Social Ad Spend Soars, Facebook’s New Playable Ads, & New B2B Marketer Pandemic Response Insights

Do Most B2B Marketers Gate Content? [Study]
64 percent of B2B marketers utilize gated content to obtain prospect and customer information, with some 5 percent always gating their content and 34 percent sometimes using gating, according to recently-released survey data of interest to digital marketers. MarketingProfs

Global social media ad spend jumps 56.4% in Q3
Social media advertising spending climbed 56.4 percent globally during the third quarter, while in North America the increase was even greater at 61.7 percent, and video content longer than five minutes saw 70.4 percent greater reach than that having shorter durations, according to recently-release report data. The Drum

LinkedIn Up to 722 Million Members, Continues to See ‘Record Levels of Engagement’
LinkedIn saw a 31 percent increase in sessions during the most recent quarter, accompanied by a 16 percent growth in revenue year-over-year led by LinkedIn Marketing Solutions (client), while the Microsoft-owned platform’s 722 million users achieved record levels of engagement, the firm recently reported . Social Media Today

YouTube revamps its mobile app with new gestures, video chapter lists and more
YouTube has rolled out new mobile app gestures for additional video chapter control, while also making its captioning features more accessible, along with other features including a nighttime reminder function, the Google-owned platform recently announced. TechCrunch

Facebook Steps Into Cloud Gaming With Playable Ads
Facebook has given a limited roll out to playable ads for the platforms cloud-streamed gaming feature, offering a glimpse of the type of spots that will increasingly blur the lines between ad and game, the social media giant recently announced. MediaPost

CX: What’s Next? Brands Forced To Respond To Changing Customer Patterns
13 percent of businesses plan to invest in social listening or media monitoring tools for customer experience (CX) in 2021, while 79 percent of CX leaders say that the global health crisis has caused an increase in brand digital interactions — two of several statistics of interest to online marketers contained in recently-released survey data. MediaPost

400,000 Articles Analyzed: Here’s What We Learned About Content Engagement
Content that resonates well and drives engagement on one social media platform may perform poorly on another, especially when the two are Facebook and Twitter, according to newly-released survey data gathered from some 400,000 pieces of content analyzed by BuzzSumo. BuzzSumo

Deloitte’s 7 marketing trends for 2021 include agile, digital transformation
Uncertainty caused by the pandemic has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. Among the trends the report highlights are greater brand purpose, agile marketing strategies, and more authentic connections. MarTech Today

Where Are Marketers Struggling with Lead Conversion?
43 percent of marketing and sales professionals at B2B and B2C firms say that they have experienced difficulty collecting enough lead data, and 41 percent find lead follow-up problematic — two insights from recently-released survey data of interest to digital marketers. Marketing Charts

Survey: US B2B decision-maker response to COVID-19 crisis
More than 90 percent of B2B decision makers believe the uptick in remote and digital experiences brought about by the pandemic will endure once the global health crisis subsides, while less than 30 percent of B2B buyers say that they would prefer a return to in-person sales interactions in post-pandemic times — two of several statistics of interest to digital marketers in newly-released survey data. McKinsey

ON THE LIGHTER SIDE:

A lighthearted look at “changing customer needs” by Marketoonist Tom Fishburne — Marketoonist

Confused Army Corp Of Engineers Trying To Find Out What Big Blue Cable Connected To Country Does — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• TopRank Marketing — Top 20 Digital Marketing Blogs and Their Specialties — Rank Company
• Lee Odden — Devising Influencer Marketing Campaigns — Evans on Marketing

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

Thank you for joining us for our weekly B2B marketing news, and we hope you will return again next Friday for another look at 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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