B2B Marketing News: B2B Content Marketing Report, Google’s New Search Essentials, B2B Marketplaces Expand, & Adobe’s New 3D Tools

B2B Demand Gen: Lead Qualifying Teams Are Common at Larger Enterprises
Top performing large organizations typically have a dedicated lead generation qualification team, as 77 percent of enterprise firms with more than five thousand employees report having such a team, compared to 48 percent of those with fewer than five thousand employees — two of several findings of interest to B2B marketers contained in newly-published survey data. MarketingCharts

B2B marketplaces are shaping the future of B2B ecommerce
B2B marketplace sales are expected to reach $130 billion in 2022, representing an increase over 5.3 times that of 2020, while B2B marketplace sales will reach 6.9 percent of all B2B eCommerce sales in 2022, according to recently-released survey findings. Digital Commerce 360

B2B Budgets Check Out: They Are Flat Or Lower For Over Half Of Firms
31 percent of B2B marketers have said that marketing budgets at their organization have been slightly more robust in 2022 than in 2021, with 12 percent noting significantly higher marketing budgets, while 33 percent pointed to lower budgets — some of the findings from recently-published B2B marketing budget survey data of interest to digital marketers. MediaPost

3 in 4 B2B Demand Gen Marketers Agree: Younger Buyers to Increasingly Avoid Sales Calls
86 percent of B2B technology marketers expect to focus on quality more than quantity when it comes to leads, as 84 percent said that they expect future demand generation efforts will need to include more touch-points before qualification, while 72 percent believe that prospects are consuming more content while on the buying journey, according to newly-released survey data. MarketingCharts

Microsoft Moves Deep Into Content Creation, Integrates Designer App Into Edge, Bing
Design tools for social media and other forms of online content creation are making their way natively into Microsoft’s browser offerings, including functions for artificial intelligence (AI) image creation from text descriptions, as Microsoft has incorporated functionality from its Designer and Image Creator programs into its Edge web browser and Bing service, the company recently announced. MediaPost

Google Webmaster Guidelines Is Now Google Search Essentials With Lots Of Changes
Search giant Google has re-branded and expanded its Google Webmaster Guidelines, after 20 years removing the term “webmaster” from its name, accompanied by an array of new search guidelines displaying in a simpler format, Google recently announced. Search Engine Roundtable

Social Media Update: Usage of Major Platforms on the Upswing
31 percent of U.S. adults have noted that they use Microsoft-owned professional social media platform LinkedIn (client), making it the fourth most-used social media platform among U.S. adults, behind YouTube, Facebook, and Instagram, and just ahead of TikTok and Twitter — one of several findings of interest to B2B marketers contained in newly-published survey data. MarketingCharts

New Adobe software tools aim to aid 3D content creation for metaverse
Adobe has released 3D Capture and a selection of other new utilities that bolster Adobe’s 3D toolkit for marketers and creators. Among the new features is the ability to combine multiple photos of real-world objects into 3D digital assets, Adobe recently announced. Reuters

TikTok launches Profile Kit to add up to six videos on other sites, integrating first with Linktree
Short-form video creation social media platform TikTok has expanded its advertising business with the launch of Profile Kit, aimed at improving integration between TikTok and other social platforms through link-in-bio sharing, among other new features aimed at marketers, the firm recently announced. TechCrunch

2023 B2B Content Marketing Report: Benchmarks, Budgets, and Trends
Some 71 percent of global B2B content marketers have said they consider content marketing more valuable than in 2021, with 70 percent pointing to conversions as their top content performance metric, followed by lead quality at 60 percent — three of numerous findings of interest to B2B marketers contained in MarketingProfs and Content Marketing Institute’s newly-released annual B2B content marketing report. MarketingProfs

[bctt tweet=”“It’s time for B2B organizations to support content marketing with the investment – and staff – it deserves.” — Stephanie Stahl @EditorStahl” username=”toprank”]

ON THE LIGHTER SIDE:

A lighthearted look at “Fear of Recession” by Marketoonist Tom Fishburne — Marketoonist

Google Showcases Latest Halloween Trends with ‘Frightgeist’ Mini-Site — Social Media Today

37-year-old Amiga platform gets updates to Linux kernel, AmigaOS SDK — Ars Technica

Instagram’s Testing a New Option Which Would Enable You to Add a Song to Your Profile — Social Media Today

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TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lane R. Ellis — This Week in Marketing: Dealing With Data Deprecation — LinkedIn (client)
• 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

Have you found your own top B2B marketing news item for the 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 we hope that you’ll join us again next Friday for another selection 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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