B2B Marketing News: Webinars Top List of B2B Nurturing Tactics, Digital Ad Revenue Jumps, More B2B Buyers Purchase Online, & LinkedIn’s New Reach Study

Study warns that digital B2B economy held back by tech and logistical issues
B2B buyers say that some 49 percent of purchases are now made online, with 93 percent seeing a permanent purchasing change that has been driven by the pandemic, according to newly-released survey data also showing that 78 percent of buyers are seeking better mobile experiences. The Drum

Microsoft Enables ‘Purpose’ Attribute Advertising
Microsoft has augmented its text and products ads by offering brands 32 new Purpose Business Attributes, broken into categories such as responsibility, values, and inclusion, the firm recently announced, bringing a new option to digital marketers using Microsoft Advertising services. MediaPost

US advertising rebound intensifies, on pace to grow 23%, Magna says
Digital advertising revenues in the U.S. climbed by 49 percent year-over-year during the first half of 2021, outpacing the 11 percent growth of traditional ad revenue, with spending expected to rise 23 percent to $278 billion by the end of the year, according to recently-released forecast data. Marketing Dive

Google Announces Search Redesign Using MUM Algorithm
Google has made changes to its search features, as visual image data joins with text search in a united new Multitask Unified Model (MUM) update rolling out next year, featuring a new visual results page and new Lens features, the search giant recently announced. Search Engine Journal

Luxury consumer brand advertising on LinkedIn growing: ‘much larger than expected’
As Microsoft-owned LinkedIn (client) topped $1 billion in advertising revenue this year, an increasing number of luxury brands have also begun thriving on the professional social platform, and The Drum examines some of the recent success stories. The Drum

Study: Brands Cite Redundancy And Speed As Martech Pain Points
58 percent of brands say security is the leading consideration when evaluating new marketing technology tools, followed by 38 percent who note cost and scalability as the next two top factors, with 37 percent viewing integration with additional systems as a leading factor — one of numerous statistics of interest to B2B marketers contained in newly-released study data from Treasure Data (client). MediaPost

Twitter accelerates again with Bitcoin tips, NFTs, recorded Spaces, creator fund and more
Twitter will roll out an upcoming change to Twitter Spaces — the audio-call-based communication feature the firm launched to offer its own take on Clubhouse’s functionality — that brings new audio recording capabilities, alongside a slew of other updates to areas including the platform’s new creator fund, digital tipping features, and more, Twitter recently announced. TechCrunch

LinkedIn Outlines the Strength of its Reach and Ad Targeting Options [Infographic]
LinkedIn has released helpful overview information about how brands are successfully building audiences and increasing engagement using the professional social platform, in the form of a new infographic of interest to digital marketers. Social Media Today

Google ads to get more transparent by offering access to advertiser’s recent history
Google has given users of its industry-leading search functionality several new features offering greater disclosure and transparency, coming primarily in the form of a month’s worth of previous advertising content that searchers can peruse, Google recently announced. TechCrunch

Webinars Considered Most Effective for B2B Lead Nurture Programs
48 percent of B2B marketing executives said that webinars have performed the best when it comes to their nurturing programs, followed by 41 percent who noted that thought leadership articles were a top nurturing tactic, with 40 percent viewing email newsletters and sales emails as tops for nurturing initiatives, according to recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

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

Reachdesk wraps up $43M to expand its B2B gifting marketplace — TechCrunch

15 Effective Ways Business Leaders Can Inspire Employees to Constantly Learn and Grow — Rolling Stone

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Five things B2B Content Marketers need to know about working with influencer — Brightvision
• Lee Odden — How to Create Marketing Impact with Business Influencers — Digital Marketing Institute
• Lee Odden — Content Marketing World Bookstore — Content Marketing World
• Debbie Friez / TopRank Marketing — What’s Trending: Brand Recognition and Resonance — LinkedIn (client)

Have you found your own favorite B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us and having a look at this week’s TopRank Marketing B2B marketing news, and we hope you’ll return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

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