B2B Marketing News: B2B Buyers Value Brand Reputation, Business Video Benchmark Report, State of Blogging Trend Study, & LinkedIn’s New Features

What Delays the B2B Buying Process?
30.2 percent of B2B buyers have said that a business’ reputation both online and offline is the top factor when it comes to selecting a specific B2B service, with 20.9 percent pointing to online ratings, 18.6 noting price and service comparisons, and 14 percent who said client testimonials, according to newly-released survey data. Additionally, 29.3 percent of B2B buyers said that price disagreement was their top reason for buying process delays, the survey also found. MarketingCharts

2022 Video in Business Benchmark Report
2021 saw a 178 percent increase in the number of business videos created, with 80 percent being user-generated, recently-released business video report data has shown. Some 98 percent of business video users have said that video has a conversion rate that is the same or better than any other type of content, according to the report data. Vidyard

[bctt tweet=”“Online video is the Swiss army knife of internet marketing. It really can be used all over the customer lifecycle, whether it’s customer service, marketing, or even recruitment.” — Mark Robertson @MarkRRobertson” username=”toprank”]

Marketing effectiveness not a defined role in half of brands
A scant 11.2 percent of brand-side marketers have said that their organization included a dedicated marketing effectiveness team, while 61.2 percent indicated that marketing effectiveness has been a bigger factor during that past three years — two of several findings of interest to B2B marketers contained in newly-released survey results. Marketing Week

Marketers making less use of martech’s expanding capabilities
When it comes to putting marketing technology capabilities to use, just 42 percent of marketers have noted that they fully utilized their martech tools in 2021, a drop from the 58 percent seen in 2020, according to recently-published report data. The Gartner report also noted that the decline was due largely to solution overlap, finding the right people to use tools, and an increasingly complex marketing technology ecosystem. MarTech

LinkedIn Adds New Features for Company Pages, Including Post Templates and Link Stickers
Microsoft-owned LinkedIn (client) has rolled out its latest update to the professional social platform, which has brought all company pages access to a variety of new post templates, the ability to pin comments, and more, LinkedIn recently announced. Social Media Today

Virtually All B2B Exhibitions Are Now Going Ahead as Planned
Just 2 percent of in-person B2B conference events were canceled during the second quarter of 2022 — a sharp decline from 66.2 percent a year earlier, study data has showed, according to newly-released survey data that has highlighted the increasing return of in-person business networking events. MarketingCharts

The State of Blogging in 2022: Post Length and Writing Trends
Bloggers who devote more time to writing blog posts have gotten better results, while B2B bloggers tend to both spend more time and write lengthier articles, recently-published survey results of interest to B2B marketers have shown. MarketingProfs

Instagram Expands Test of Multiple Links in User Bios
Meta-owned Instagram has begun testing changes including the ability to list numerous user biography links including to Facebook Groups, additional social platforms, or any website, Instagram recently announced in a change that could eventually help B2B brands seeking to drive Instagram traffic to brand destinations. Social Media Today

Twitter expands access to its experimental Status feature…but not to its paid subscribers
Twitter has including an array of additional status moods in an expanded test on the social platform — including “Hot take,” “Breaking news,” “Then and now,” and others, which could bring more content posting options to marketers if fully rolled out, Twitter has announced. TechCrunch

Brands are Driving Higher Reach and Engagement by Posting Instagram Reels
Nearly half of brands using Instagram have published at least one piece of content using its Reels format, a rise from 30 percent a year ago, with Reels garnering 40 percent greater median interaction counts during the second quarter of 2022 — two of numerous statistics of interest to B2B marketers contained in newly-published report data. Social Media Today

ON THE LIGHTER SIDE:

A lighthearted look at “Hybrid Work” by Marketoonist Tom Fishburne — Marketoonist

The Wild History of the Beloved Addams Family Pinball Machine — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Break Free of Boring B2B with Influencer Content Ft. Lee Odden [Podcast] — NetWise
• Lee Odden — How to Measure Social Media Marketing Success, According to 41 Experts — Sales Loves Marketing
• Lee Odden — Top 50 Marketing Influencers to Follow 2022 — The Awards Magazine

Do you have your own 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.

Thanks for tuning in to this week’s TopRank Marketing B2B marketing news, and hope you’ll come back again next Friday for another round 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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