Elevate B2B Marketing News: Rising B2B Tech Investment, ChatGPT Goes Pro, Top Marketing Word Study, & New Global Ad Spend Data

B2B Marketers Prioritizing Data and Technology to Succeed in 2023
86 percent of B2B marketers have said they will invest more in technology during 2023 that they did in 2022, with 36 percent planning major increases, while 46 percent noted that centralizing and unifying data were their top priorities for making better use of data in the coming year, according to recently-released Association of National Advertisers (ANA) survey data. ANA

Microsoft eyes $10 billion bet on ChatGPT
Microsoft has reportedly been in talks to invest $10 billion in the OpenAI research organization — the group behind the popular ChatGPT artificial intelligence (AI) chatbot technology — funding that would value OpenAI at some $29 billion, and eventually see Microsoft holding a 49 percent stake in the organization. Semafor

Global advertising spend forecasts reduced by $90bn as digital slowdown bites – report
52 percent of marketers said that they plan to increase investment with creators and social media influencers, despite overall global digital advertising spending predicted to fall some $90 billion for 2023, with 65 percent having noted their focus on content creators is due to being part of communities authentically aligned with their brand, according to newly-published forecast data from the World Advertising Research Center (WARC). Mobile Marketing

YouTube Tests Suggested Hashtags For Shorts Creators
Google’s YouTube has launched tests that provide creators using the Shorts video feature on the video platform a new array of hashtag finding tools and suggestions, currently limited to users of the platform’s mobile app, YouTube recently announced. MediaPost

OpenAI begins piloting ChatGPT Professional, a premium version of its viral chatbot
The OpenAI research organization will begin a fee-based usage system for its forthcoming ChatGPT Professional chatbot system, with the new paid version expected to offer increased uptime and at least double the present daily limit of prompt queries, OpenAI recently announced. TechCrunch

More Americans Say They’re Engaging with Brands on Social Platforms
88 percent of U.S. consumers have said that they engaged with brands via social media during 2022, up from 82 percent in 2021, with 61.8 percent using Facebook, 54.6 percent YouTube, 45.2 percent Instagram, and 35 percent TikTok — two of several findings of interest to digital marketers contained in newly-published survey results. MarketingCharts

AI For SEO: Can You Work Faster & Smarter?
AI technology once primarily available only to large organizations has become within reach for small and medium size businesses, and an increasing number are focusing the technology on multiple aspects of their search engine optimization (SEO) efforts, and Search Engine Journal recently took a look at some of the SEO-related opportunities AI now offers. Search Engine Journal

Words To Live By: Language That Engages Consumers – Or Drives Them Away
Among the words that performed the best when used in marketing email subject lines during 2022 were announcement, “Re:”, dropped, scored, confirmed, and ASAP — some of the findings contained in newly-published analysis derived from over 21 billion consumer impressions. MediaPost

Instagram is removing the Shop tab, moving Reels from the center spot in design overhaul next month
Meta-owned Instagram will move its Reels short-form video format content icon from the front and center position within its app, replacing it with the Compose button for content creation, while doing away with the Shop tab, in changes that are expected to roll out in February 2023, Instagram recently announced. TechCrunch

In Which Areas Are B2B Marketers Most Proficient with ABM?
When it comes to account-based-marketing (ABM), B2B marketers are most proficient at campaign planning and execution, followed by sales and marketing collaboration and integration, with cross-organizational collaboration rounding out the top three spots, according to newly-published survey data of interest to B2B marketers. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at the “AI Tidal Wave” by Marketoonist Tom Fishburne — Marketoonist

Chuck E. Cheese still uses floppy disks in 2023, but not for long — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Joshua Nite — This Week in Marketing: Always-On Marketing in a New B2B World — LinkedIn (client)
• TopRank Marketing — 10 Compelling B2B Influencer Marketing Statistics for 2023 — The Social Media Hat
• Lee Odden — 13 people I’d love to have coffee with in 2023 — Arik Hanson Social Media

Have you found your own B2B marketing news item for 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 joining us this week for the Elevate B2B Marketing News, and we hope that you’ll be back next Friday for another selection 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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