B2B Marketing News: Rising B2B Ad Spend, Top B2B Marketplaces, Influencer Marketing’s Resiliency, & WhatsApp’s New Business Search

The Top 50 B2B Marketplaces: A New Ranking
B2B marketplaces have raised more than $1.7 billion during the first nine months of 2021, with Faire, Joor, and Indigo AG topping the list of B2B marketplace startups, according to newly-released report data of interest to digital marketers. Modern Distribution Management

Why influencer marketing, still a small slice of digital budgets, seems recession-proof
U.S. organizations are expected to spend $6.16 billion on influencer marketing during 2023, climbing from the $5 billion seen during 2022, as influencer marketing has appeared to be more resilient than other forms of marketing, with influencer marketing budgets staying strong, according to recently-published forecast data. Insider Intelligence

20% Of Media Buyers Report Investing In The Metaverse
52 percent of decision-makers at brands and agencies have said that they are investing in metaverse marketing in order to build brand recognition and awareness, with 48 percent doing so as a new way of engaging existing customers, while 46 percent pinpointed investment aimed at boosting brand perception — three of several findings of interest to B2B marketers contained in newly-released survey data. MediaPost

Q&A with the director of Google Analytics: Getting Started with Google Analytics 4
With Google sunsetting its longstanding existing analytics incarnation in July of 2023, B2B marketers using the popular measurement system have some seven months to migrate to Google Analytics 4, and MarTech takes a look at how marketers and brands are moving to Google’s replacement analytics platform. MarTech

[bctt tweet=”“When a customer is migrating to GA4, one of the first things they need to consider is how to get the data they care about the most into the system.” — Russ Ketchum of @GoogleAnalytics” username=”toprank”]

Twitter is working on a feature to divide long text into a thread automatically
Twitter has tested the ability for its users to automatically split tweets longer than the 280-character limit — in place since 2017 — into multiple threaded messages, potentially offering marketers an additional way to share long-form content on the platform, Twitter recently announced. TechCrunch

How LinkedIn users are banding together to help those laid off
Microsoft-owned professional social media platform LinkedIn (client) has seen increasing use as a conduit for helping recently laid off workers find new positions, and WorkLife takes a look at the thriving practice on LinkedIn. WorkLife

WhatsApp Launches New Business Search Functionality, Expands In-Stream Payments
Meta-owned global messaging platform WhatsApp has rolled out new features that have made it easier to find businesses on the platform, giving brands an array of new exposure opportunities, WhatsApp recently announced. Social Media Today

Ads Work Better When They’re Near Relevant Content: Study
Some 67 percent of U.S. consumers have said that they are more apt to notice digital advertising when it is relevant to the content they are viewing, while 61 percent noted that they would be less likely to buy from brands that have ads appearing alongside disinformation, according to newly-published survey data. MediaPost

8 Graphic Design Trends that Will Dominate 2023 [Infographic]
Motion graphics with dynamic user experience (UX) designs, bold abstract shapes, artificial intelligence (AI)-generated imagery, and 3D elements such as typography and characters were among the top graphic design trends expected to grow in 2023, according to data from a recently-released design trend infographic. Social Media Today

Ad spend projected to grow 5.9% in 2023
B2B digital advertising is expected so see a significant increase during 2023, rising some 20.8 percent year-over-year, as the top high-growth category in the latest forecast data from the Interactive Advertising Bureau (IAB), which has also seen B2B advertisers placing increased interest in engaging streamers and the creation of brand-owned video content hubs. MarTech

ON THE LIGHTER SIDE:

A lighthearted look at “Black Friday & holiday shopping” by Marketoonist Tom Fishburne — Marketoonist

New Sponsored Google Maps Feature Directs Every Driver To Denny’s — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — How to Break Free of Boring B2B Content Experiences In 2023 [Webinar] — Rock Content
• Lee Odden — The Impact of Building Long-Term Relationships with Influencers with Lee Odden — Justin Levy

Have you come across your own important 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.

Thank you for taking the time to join us, and we hope you will return next Friday for another array of the most up-to-date and 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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