B2B Marketing News: Most Critical B2B Challenges, Marketers Are In Demand, YouTube’s New Analytics, & Social Video Reach Grows

B2B Better: Customers Vote For The Most Trusted Brands
Apple, Amazon, Adobe, LinkedIn and Google garnered the top five spots among B2B professionals as the most trusted B2B brands, followed by Microsoft, FedEx, HubSpot, UPS, and American Express, according to recently-release survey data of interest to digital marketers. MediaPost

How to Influence B2B Buyers’ Purchasing Decisions [Survey]
71 percent of B2B buyers said that the top influence on their decision to purchase was when a salesperson leads a thorough discovery of their concerns, wants, and needs, followed by 68 percent who said showing what’s possible or how to solve a problem had an significant influence on buying decisions, with the same percentage noting that a salesperson who listens to them affects their purchasing decision, according to newly-released survey data. MarketingProfs

CX Decision-Makers Invest in Tech to Embed Customer Insights Throughout the Organization
Making new technology investments, increasing customer experience (CX) budget, and building a formal CX measurement framework are the top steps being taken to utilize customer insights and feedback in organizations, recently-released report data of interest to online marketers shows. MarketingCharts

Exclusive LinkedIn data shows marketers are in demand – especially in the digital realm
Over the past six months LinkedIn (client) has had a 177 percent increase in the number of remote marketing job listings, with the most in-demand digital marketing skills being social media marketing, paid search strategy, followed by social media and search marketing, according to newly-released report data from Microsoft-owned LinkedIn. The Drum

Magna Teams With Spotify: Finds Americans Suffer From ‘Screen Fatigue,’ Turn To Audio
42 percent of Americans who recently listened to digital audio or watched online video said that screen fatigue was the primary reason they turned to more digital audio content — one of several findings of interest to digital marketers in recently-released survey data. MediaPost

YouTube Adds New Analytics Options To Provide More Context on Memberships, Revenue and More
Google’s YouTube has rolled out a slew of new measurement and analytics features, including some focused on helping creators and marketers get an improved look at channel membership gains and revenue impacts, the firm recently announced. Social Media Today

Report: Social Video Generates 70% As Much Reach As Linear TV, Fills In Demo ‘Gaps’
From February 2020 through the same month in 2021 the time that U.S. consumers between 18 and 44 spent watching social video climbed by almost 50 percent, with over half of social video being consumed by those in the 18 to 34 demographic, newly-released survey data has shown. MediaPost

SurveyMonkey Rebrands As Momentive To Fuel Its Growing Enterprise Business
SurveyMonkey will change its name to Momentive in a shift aiming to grow the firm’s B2B offerings in the customer insight market, while keeping its longstanding moniker for its self-serve business, the company recently announced. Forbes

Study Finds Only 2% Of Marketing Execs Want A ‘Full Return’ To Office
68 percent of marketers said that they were doing their best work while remote during the pandemic, while just two percent said that they would like to see a complete return to working from their office — two of several statistics of interest to digital marketers in newly-released report data. MediaPost

What Are B2B Marketers’ Most Critical Challenges Right Now?
Identifying target audiences and accounts, cross-departmental collaboration, and reaching target audiences through digital channels are the top three struggles that B2B marketers said they are facing, according to recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at the “generational marketing
” by Marketoonist Tom Fishburne — Marketoonist

Report: TikTok Now More Popular Than Instagram Among US Gen Z Consumers — MarketingCharts

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner
• Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client)

Do you have your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thank you for taking the time to join us for the TopRank Marketing B2B marketing news, and please return again next Friday for more of the week’s 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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