Elevate B2B Marketing News: B2B Trust Strategy, Google’s AI Search Plans, Instagram Expands Bio Links, & Influencer Compliancy Data

B2B High Performers Progress in Quest to Attain a 360-Degree View of Customers
71 percent of the top B2B marketing performers have said they place significant trust in their marketing metrics, compared to just 15 percent of under-performers, while 80 percent of top performers said they had the necessary tools to track marketing results, compared to only 24 percent of those in the under-performing category — four of numerous findings of interest to B2B marketers contained in newly-published survey data. MarketingCharts

Manufacturers must evolve as B2B ecommerce goes mainstream
63 percent of European B2B digital and commerce leaders said that they expect to spend up to 20 percent more on digital objectives in 2023 than they did during 2022, while 24 percent said that they have implemented a systematic change management process, according to recently-released B2B eCommerce report findings. Digital Commerce 360

Why B2B Marketers Need to ‘Prove It’ With a Trust-Building Content Strategy: Melanie Deziel on Marketing Smarts [Podcast]
In light of high levels of consumer skepticism, B2B marketers face significant challenges in building trust, and Melanie Deziel, chief content officer at StoryFuel recently explored the benefits that B2B marketers can gain from backing up their content marketing efforts using corroboration, demonstration, and education. MarketingProfs

[bctt tweet=”“Corroborate with other people’s opinions, demonstrate by showing the truth behind your claims, and then educate to make sure that they understand what they need to trust you.” — Melanie Deziel @mdeziel” username=”toprank”]

Instagram Adds the Capacity to Display Up to 5 Links in Your Profile Bio
In testing since 2021, Meta-owned Instagram has rolled out the ability to display up to five separate links on profile pages on the platform, giving brands a significant increase from the previous single link that page biographies could include, Instagram recently announced. Social Media Today

AI spending will jump to $154 billion worldwide in 2023
An increase of 27 percent during 2023 over 2022 global spending on artificial intelligence (AI) has been predicted, with 2023 spending set to climb to $154 billion, while overall AI spending is expected to eventually top the $300 billion mark by 2026, according to newly-published IDC forecast data of interest to B2B marketers. Insider Intelligence

LinkedIn Expands its Company Commitments Display to More Surfaces
Microsoft-owned LinkedIn (client) has rolled out a new update that expands the visibility of a company’s values — such as work-life balance, diversity, equity and inclusion (DEI) — on the professional social platform, and which also allows prospective employees to voice their interest in working for a particular organization, LinkedIn recently announced. Social Media Today

Google planning new search engine while working on new search features under Project Magi
Search giant Google has set forth plans to expand its AI offerings with its Project Magi initiative, which could have a limited roll-out as early as May, while Google’s all-new generative AI-powered search is expected to arrive after May, Google recently announced. Search Engine Land

Is Your Influencer Marketing Program Compliant? [ANA]
During 2022 influencer marketing saw some $16 billion in global spending from advertisers, which represented a rise of 18.8 percent from 2021, and along with that expanded spending and adoption of the practice have come challenges in compliance with U.S. Federal Trade Commission (FTC) and other regulatory bodies, and the Association of National Advertisers (ANA) recently took a look at best practices and certain legal pitfalls to avoid. ANA

Enterprise Tech Budgets Remain Resilient
54 percent of enterprise technology firm chief experience officers (CXOs) have said that they expect to increase tech spending in 2023, with 40 percent having budgeted for spending up to 10 percent more on cloud software during the first quarter of 2023, according to newly-published survey data of interest to digital marketers. MarketingCharts

How Does Industry Pro Use Of Social Media Influence Media Neutrality?
A leading 49 percent of business executives have said that they turn to LinkedIn when it comes to finding professional business content, followed by 36 percent who pointed to Twitter, 34 percent who noted Google’s YouTube, and 33 percent who pinpointed Instagram — one of several findings of interest to B2B marketers contained in recently-released survey data. MediaPost

ON THE LIGHTER SIDE:

A lighthearted look at “Podcasts for Everyone” by Marketoonist Tom Fishburne — Marketoonist

The Unbelievable Zombie Comeback of Analog Computing — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — 30 Tips to Improve Your Influencer Outreach Campaign — Inkbot Design
• TopRank Marketing — Learning resources for tourism marketing newbies — Tourism Currents

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Theodora Lau @psb_dc
Kimberly Ellison-Taylor @kellisontaylor
Ty Heath @tyrona
Helen Yu @YuHelenYu
Shelly DeMotte Kramer @ShellyKramer

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Thanks for joining us for the Elevate B2B Marketing News, and we hope you’ll return 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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