B2B Marketing News: Influencer Marketing Climbs 42%, B2B Purchase Study, LinkedIn’s Group Identity for B2B, & Record Ad Expansion On Tap

B2B Buyers Reward Brands That Focus On Six Ingredients, Study Finds
67 percent of B2B buyers have said that it is increasingly important to work with brands offering both positive social and business value, according to newly-released survey data. The report also showed that in 2021 the number of B2B buyers who find that it takes too long to purchase has increased by 28 percent over 2020 figures, to 44 percent. MediaPost

LinkedIn Shares 2022 Predictions on B-to-B Marketing, Sales Intent
Signals of buyer intent will form a new form of currency even — or perhaps especially — in uncertain times, and the importance of zero-party data has increased — two of several insights contained in recently-released B2B marketing prediction data from LinkedIn (client) of interest to digital marketers. Adweek

Budgeting for 2022: Marketers’ Email Spend Plans
Some 37 percent of marketing professionals expect to spend more in 2022 for email marketing efforts, with seven percent planning to boost spending by more than 15 percent next year — two of several statistics of interest to online marketers contained in recently-released survey data. MarketingProfs

How to remove bias from AI models [Forrester Report]
Knowing where and when to rely on artificial intelligence and recognizing when the technology isn’t appropriate are more important and nuanced judgements than ever, according to newly-released Forrester report data examining bias in AI. Tech Republic

[bctt tweet=”“When we look at the kinds of problems we try to solve with AI, the closer a problem is to a problem human intelligence excels at, the more challenging the problem will be for AI.” — Christopher Penn @cspenn” username=”toprank”]

Reddit adds real-time conversation features, live upvote counts, and more
Social news aggregator and discussion platform Reddit has rolled out an array of new changes, including real-time post metrics that will show how many users are actively reading a message on the platform — features aimed at updating live engagement statistics, Reddit recently announced. Ars Technica

Advertising spending looks to rebound in 2021, driven by digital media
Influencer marketing and social media advertising have been among the primary drivers of ad growth in 2021, contributing to a 7.2 percent rise in global marketing spending in 2021, expected to reach $1.3 trillion by the end of the year, according to recently-released report data of interest to digital marketers. eMarketer

LinkedIn Announces New, Privacy-Friendly Approaches to Data Collection and Ad Targeting
Microsoft-owned LinkedIn has launched new advertising targeting options with the release of its Group Identity for B2B features, which include a wider array of first-party data, among other new data collection features, LinkedIn (client) recently announced. Social Media Today

Email Production Times Seem to Be Getting Longer
58 percent of marketers have said that they are taking two weeks or longer for email campaign creation in 2021, an increase of five percent from 2020 figures, while over 80 percent said that the global health crisis had changed their email strategy, according to newly-released survey data. MarketingCharts

Ad market’s growth exceeds broader economic recovery, fueled by digital
For the first time digital advertising channels will account for more than 60 percent of global ad spending, according to recently-released 2022 forecast data, also showing that overall spending will rise 22 percent next year, reaching a record $710 billion. Marketing Dive

Influencer Marketing Surges 42% To $13.8B In 2021
2021 saw influencer marketing spending grow by 42 percent from 2020 levels, topping the $13.8 billion mark, with the greatest concentration of brand spending found in North America — two of several statistics of interest to digital marketing contained in newly-released report data. MediaPost

ON THE LIGHTER SIDE:

A lighthearted look at the “decision paralysis” by Marketoonist Tom Fishburne — Marketoonist

#BestOfTweets: Twitter unveils the most popular brand tweet of 2021 — PRWeek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — 100+ Content Marketing Trends and Predictions for Success in 2022 — Content Marketing Institute
• Lane R. Ellis — Close More Deals with These 10 Email Marketing and Sales Tips — Small Business Trends
• Dell Technologies — Space Is Bigger Than He Thought: 20 Years Later, Dell’s Dude Is Back — MediaPost

Have you found your own top B2B marketing news for the week? Please drop us a line in the comments below.

Thanks for joining us for the TopRank Marketing B2B marketing news, and we hope that you’ll return next Friday for more of the 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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