B2B Marketing News: Rising B2B MarTech Spend, 10th Annual Data Never Sleeps Report, & LinkedIn Tops B2B Ad Spending

US B2B MarTech Spend Set for ~15% Rise This Year
In 2022 marketing technology spending is set to top $20 billion for the first time, with the B2B-specific segment growing by some 14.6 percent — slightly higher than overall combined B2C and B2B spending, according to newly-released survey data of interest to B2B marketers. MarketingCharts

[bctt tweet=”“An important part of a modern martech stack has to be a unified profile that spans identities, understands behavioral information at an individual level, but also on the B2B side at an account level.” — Stephen Streich @sstreich” username=”toprank”]

LinkedIn will capture nearly 25% of US B2B ad spending by 2024
By the end of 2022 B2B display advertising revenues on the LinkedIn professional social media platform are expected to account for 21 percent of U.S. B2B digital ad spend, a share that will rise to nearly 50 percent by 2024, according to recently-released U.S. B2B digital ad spending forecast data. Insider Intelligence

TikTok Increases Length Of Video Descriptions
Short-form video creation firm TikTok has rolled out a change that will see a jump from the previous maximum of 300 characters to describe content on the platform to 2,200, a move that has given marketers using the growing platform greatly-expanded room for search engine optimization (SEO) strategy. Search Engine Journal

Instagram Stories under 60 seconds are no longer broken up into clips
Meta-owned Instagram has begun to roll out a change that will no longer require Instagram Story content less than a minute in length to be broken into 15-second segments, instead allowing a single uninterrupted user experience — a change that will likely affect how B2B marketers use the feature for short-form content. TechCrunch

At Dreamforce, a new data platform and enhancements to Slack
Salesforce’ Dreamforce event saw the announcement of coming changes to its popular Slack video conferencing program, that will bring organized resource curation in a new Slack Canvas feature and multi-person screen sharing in Slack Huddles, along with a new real-time customer data platform, 360 Audiences. MarTech

Carbon Emerges As Key Ad Performance Indicator: Clients/Agencies Split On Cost
When it comes to carbon emissions generated by digital advertising campaigns, 87 percent of U.S. and U.K. advertiser and agency executives have said that the digital ad industry has a responsibility to lower carbon emissions, while a new carbon performance indicator (CPI) metric has begun to take shape, according to newly-released survey data of interest to digital marketers. MediaPost

Why is accessibility an afterthought for marketers?
With some 26 percent of the U.S. population living with a disability, a scant 36 percent of firms possess a top-down commitment to building accessible digital experiences, according to recently-published Forrester survey data, and Campaign US shows how Apple, Accenture, and IBM have worked to make inroads in digital accessibility. Campaign US

These Are the Areas Marketers Think Will Be Most Important Over the Next 2 Years
37 percent of marketers have said that a shift to decision making that is more data-driven will be their most important marketing area over the next two years, with 35 percent pointing to improved customer experiences and managing those journeys — two of several statistics of interest contained in newly-released survey data. MarketingCharts

How Patagonia’s shakeup challenges marketers to act on sustainability
With some 94 percent of consumers saying that they are seeking to lead more sustainable lifestyles, Patagonia’s recent move shifting 98 percent of its non-voting stock to environmental nonprofit Holdfast Collective, marketers are seeing new opportunities that cross the divide between B2C and B2B, and Marketing Dive takes a look. Marketing Dive

What Happens on the Internet Every Minute (2022 Version) [Infographic]
What happens during each digital minute online in 2022 is the focus of the tenth-annual “Data Never Sleeps” report in infographic form, showing Internet population and social platform use growth and other insights of interest to digital marketers, including some 97 zetabytes of data that is expected to be generated in 2022, Domo recently announced. Social Media Today

ON THE LIGHTER SIDE:

A lighthearted look at “Returning to the Office” by Marketoonist Tom Fishburne — Marketoonist

Vanessa Fox On The Early Days Of Google Search Console, Webmaster Tools & Sitemaps — Search Engine Roundtable

A history of ARM, part 1: Building the first chip — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Joshua Nite — This Week in Marketing: Almost Famous — LinkedIn (client)
• Lee Odden / TopRank Marketing — Procurement and Partnership — Marketoonist
• TopRank Marketing — Who sees your B2B content? — TalkCMO

Have you found your own top B2B marketing news item this week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below.

We thank you for joining us for this week’s TopRank Marketing B2B marketing news, and hope you will return again next Friday for another array of the most up-to-date and pertinent 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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