B2B Marketing News: LinkedIn’s New Event Features, B2B Customer Experience Data, Google’s Inclusive Marketing Resource, & Twitter Readies Long-Form Notes

What’s Standing in the Way of B2B Companies Providing A Great Customer Experience?
When it comes to providing great customer service, 46 percent of U.S. B2B professionals have said that poor collaboration between teams was the leading challenge, followed by 42 percent who pointed to disparate team goals, and 33 percent who singled out the lack of a unified customer view — some of the statistics of interest to B2B marketers contained in newly-released survey data. MarketingCharts

TrustRadius’ new B2B report – The age of the self-serve buyer is here [Annual Report]
Nearly all B2B buyers have said they want all or at least part of their buying journeys to be self-serve — a rate up 13 percent from 2021, while 41 percent of those in the Gen Z and Millennial demographic said that their first step in buying was checking review sites — two of several findings of interest to digital marketers featured in recently-released report data. B2B Marketing

LinkedIn Adds New Event Engagement Options, Simplified ‘Repost’ Process
Microsoft-owned LinkedIn has launched a new feature that offers the ability to engage in conversations before, during and after events, along with a refined post-sharing experience, LinkedIn (client) recently announced. Social Media Today

GfK study identifies how ‘purpose fatigue’ may be causing brand initiatives to fall short
74 percent of traditional video advertisements held viewer attention, while purpose-driven ads came in at 65 percent, with 48 percent noting that transformational ads were clear, compared to 43 percent for purpose-driven ads — some of the findings contained in newly-released purpose fatigue marketing survey data. The Drum

TBWA ‘Future Of Work’ Report Finds Creatives Want Better Work/Life Balance
Some 55 percent of creative professionals said they were satisfied with their work-life balance, significantly behind the 64 percent global benchmark, while 80 percent strongly agreed that it is important for their employer to help them achieve a healthy work-life balance, according to recently-released survey results. MediaPost

LinkedIn Launches Initial Rollout of its New ‘Funny’ Reaction
LinkedIn has rolled out an additional emoji that brings the ability to express the more light-hearted side of the professional social network, with a new laughing emoji, which comes as the platform has set record levels of user engagement, LinkedIn recently announced. Social Media Today

Twitter to expand into long-form content with upcoming Twitter Notes feature
Twitter is preparing to roll out a new feature that will allow article-length media-rich content — an upcoming shift that is set to change Twitter’s short-form-only modus operandi and offer B2B brands new options for using the platform, Twitter recently announced. TechCrunch

Google Adds More Insights to its ‘All In’ Marketing Accessibility Resource
Search giant Google has published a collection of new examples and resources aimed at providing marketers with detailed and up-to-date inclusive marketing best practices, broken down into 12 primary categories, Google recently announced. Social Media Today

Meta and other tech giants form metaverse standards body, without Apple
The Metaverse Standards Forum has launched as a new group intended to work towards setting industry standards when it comes to the metaverse, and includes Facebook and Instagram parent firm Meta, Microsoft and other major technology firms, along with standards organizations including the World Wide Web Consortium (W3C), with a notable exception being Apple, the group recently announced. Reuters

Where’s anywhere? Top 20 most popular cities for remote workers
Bend, Oregon topped the list of smaller metropolitan cities where workers are applying for remote work, with Cape Coral, Florida topping the larger metro area cities — two of several findings of interest to B2B marketers contained in newly-released survey data from Adobe, which examined the latest hot-spots for remote workers and looked at the future of work. Adobe

ON THE LIGHTER SIDE:

A lighthearted look at “social marketing hype” by Marketoonist Tom Fishburne — Marketoonist

IT Guy Requests Employees Stop Placing Difficult-To-Remove Stickers On Him — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lane R. Ellis — This Week in Marketing: B2B Creative Renaissance in Cannes — LinkedIn (client)
• Harry Mackin — B2B influencers, marketing alignment, and what you need to know about CABs — Cronycle
• TopRank Marketing — How B2B Companies Can Leverage Influencer Marketing in 2022: The Ultimate Guide — Contently

Have you come across your own top B2B marketing news this week? If so, please don’t hesitate to let us know in the comments below.

Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll come back next Friday for another array 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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