B2B Marketing News: Digital Marketing Priorities, Ultimate CX, B2B Burnout, The Power of Podcasting

Where Do Digital Marketers’ Priorities Lie for the Year Ahead?
Digital marketers have a clear vision of their priorities though some are working with less marketing resources than others, according to Altimeter’s State of Digital Marketing report for 2020. The report highlights that organizations are either cutting costs as a response to the financial uncertainties of the crisis or upping investments in digital to keep up with customers moving online. MarketingCharts

The CX Courtship: How B2B Brands Get To The Partnership Stage [Merkle Study]
The B2B customer experience should be just as smooth as B2C. But too often it’s not. Indeed, 35% of businesses with 1,000 or more employees find choosing a B2B supplier to be almost a nightmarish process, judging by Architecting The Ultimate Customer Experience, a study by Merkle, with participation from its gyro and B2B International agencies. MediaPost

B2B Pros Say: ‘We’re Burned Out’ By Pandemic: Study
B2B marketers are falling apart from the stress of COVID-19 and its ongoing impact, according to Revealing What’s Fact And What’s Fiction, a study by RollWorks. Of the marketers surveyed, 50% have suffered from pandemic-related burnout, And 50% say the lines between work and personal life have become more blurred in a negative way.  Email Marketing Daily

Google Page Experience Update To Launch May 2021 With New Snippet Labels.
The update will show new basic page performance and expected experience statistics to searchers, Google says. Search Engine Roundtable

How Social Issues Are Sparking Action Among Brands
A majority of consumers now expect brands to take a stand on social issues and work to effect positive change—though their sentiments are sometimes complicated. A June 2020 survey by Mindshare found that more than two-thirds of US adults said brands should play an important role when it comes to speaking out against racial inequality and injustice. However, six in 10 believed brands that spoke out were being opportunistic. eMarketer

Marketers Raise Podcast Volume to Eleven – The format is poised to become a permanent and powerful marketing channel
With podcast advertising racking up 48 percent year-over-year growth in 2019, according to an IAB study, the medium’s 14.7 percent projected growth in 2020 might seem anemic. But that slowed growth is merely a pandemic-induced blip on the radar. The longer-term outlook remains stellar, with spending projected to rebound almost 45 percent, to more than $1 billion in 2021, according to eMarketer, and marketers and media companies are making big bets on the format’s staying power. ANA

We’re in this together: 5 takeaways from Adobe Experience Makers EMEA 
This is a unifying moment for businesses. Across virtually every industry and discipline, business leaders are rethinking their approach to leadership, employees are finding new ways to perform their jobs in a digital world, and consumers are re-evaluating the way they make purchases. Adobe

Instagram Adds Keyword Search in Addition to Profiles and Tags 
Instagram has announced an update to its search functionality which will give users the capacity to search for specific keywords, as opposed to being limited to profiles, hashtags and locations. Social Media Today

Executing A B2B Integrated Marketing Strategy: Who and What’s Involved?
7 in 10 organizations have implemented integrated marketing to some extent, though it remains challenging for many, according to Demand Gen Report and True Influence’s report on the state of integrated marketing in B2B. When it comes to the best tools for executing an integrated marketing strategy, respondents cited CRM (80%), data tools (65%), reporting platforms (63%) and collaboration tools (44%) as particularly useful. MarketingCharts

New Survey Says We’re Spending 7 Hours Per Day Consuming Online Media 
A new survey conducted by the research firm DoubleVerify found that we’re now spending about seven hours per day consuming online content. In the past we typically spent about three hours per day consuming media. YouTube streaming has sky-rocketed, up 43% since the pandemic started. We’re also even more obsessed with Facebook with a usage increase of 40%. Forbes

ON THE LIGHTER SIDE:

How to do strategic planning by Tom Fishburne — Marketoonist

TOPRANK MARKETING IN THE NEWS:

TopRank Marketing – 2020 Research: The Current State & Future of B2B Influencer Marketing – Onalytica

TopRank Marketing Blog – Top 20 Digital Marketing Blogs and Their Specialties – Vocal

Have you found your own favorite B2B marketing story 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 that you will return again next Friday for another round-up 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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