Elevate B2B Marketing News: B2B Influencer Benchmarks, Top Data Leader Priorities Report, & Microsoft’s AI Ad Insights

Creative Services Professionals Are Most Concerned About AI
23 percent of marketing executives have said that they are interested in artificial intelligence (AI), with the top sectors interested in AI being software development, computer engineering, electronics, and creative services, while 12 percent of advertising executives said they are concerned about AI taking their jobs — three of several findings of interest to B2B marketers contained in newly-published survey data. MediaPost

Google rolled out new site names, favicon and sponsored label on desktop search
Search giant Google has released a search update that displays an array of additional website information within desktop search, including a secondary website name element, icon images, and more, along with more prominent advertising labels in mobile search results, Google recently announced, presenting new SEO options for B2B marketers. Search Engine Land

B2B Influencer Marketing—The Good, the Bad, and the Ugly: Mike Allton on Marketing Smarts [Podcast]
B2B brands have increasingly found success using nano and micro influencers with fewer but more focused followers than traditional high-profile influencers, while patience in developing influencer relationships can reap long-term rewards, as MarketingProfs explored recently with Mike Allton of Agorapulse. MarketingProfs

[bctt tweet=”“In the business world, we have found, particularly recently, that working with nano and micro influencers works so much better.” — @Mike_Allton of @Agorapulse” username=”toprank”]

How agencies are multiplying their impact and expertise with AI-powered solutions [Google Report]
56 percent of marketers have said that they rely on agencies for analytics, intelligence, and insights — a figure forecast to rise to 73 percent over the next two years, and AI is playing an increasing role of this and other areas marketing, as Google recently explored in its latest AI guide and report. Think With Google

Influencer Marketing Cost-per-Engagement Benchmarks
Micro-influencers with fewer than sixty thousand followers, and nano-influencers with less than ten thousand followers, are the most likely brand partners in an influencer marketing landscape that is expected to top $5 billion in the U.S. alone, according to newly-released survey data of interest to digital marketers. MarketingCharts

DuckDuckGo Releases Its Own ChatGPT-Powered Search Tool, DuckAssist
Search engine company DuckDuckGo has launched a test version of its privacy-focused search engine that incorporates its own implementation of OpenAI’s ChatGPT AI technology, aimed at helping to answer specific search queries that would otherwise have no results, DuckDuckGo recently announced. Gizmodo

Microsoft Starts To Define How Advertising Works In Search And Bing Chat Queries
Microsoft has outlined some of the ways that advertising will function within its AI-enhanced Bing search engine, with forthcoming options that will allow advertisers to customize elements of the tone that Bing’s chatbot uses, among other options, Microsoft recently announced. MediaPost

How social fragmentation is creating more opportunities for advertisers
The nature of social media has shifted over the past several years — with newer platforms such as Mastodon and BeReal entering the fray while certain established platforms such as Twitter have undergone changes causing brands to re-think strategies, combining to make spending choices more complex for advertisers, and DigiDay takes a look at some of the opportunities these changes present. DigiDay

The stereotyping of women in ads is getting worse
In 2022 a scant seven percent of advertisements featured women in professional settings, with spending representing just 4.7 percent of ad spend, while spending dropped 20 percent from 2021 to 2022 when it came to ads featuring women with darker skin tones — three of numerous statistics of interest to B2B marketers contained in newly-published survey data. The Drum

Data Leaders Outline Their Priorities This Year
52 percent of global data leaders have said that improved governance over their organization’s data processes was a top priority for 2023, with 46 percent having pinpointed improving data-driven culture and data literacy, while 45 percent highlighted getting a more holistic view of customers, according to recently-released survey data on interest to digital marketers. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “influencer stalking” by Marketoonist Tom Fishburne — Marketoonist

Why the Floppy Disk Just Won’t Die — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• • TopRank Marketing — Four B2B Digital Marketing Predictions For 2023 — Forbes
  • Lee Odden — Be Bold, Be Empathetic, Lean into New Ideas: Lessons Learned at B2B Marketing Exchange (B2BMX) 2023 — Integrate

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Gopi Kallayil @GopiKallayil
Tyrona Heath @tyrona
Sangram Vajre @sangramvajre
Kelvin Gee @kgee
Matthew T Grant @MattTGrant

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

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Thank you for taking the time to join us for the Elevate B2B Marketing News, and we hope you will return next Friday for another collection 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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