Elevate B2B Marketing News Weekly Roundup: AI’s Rising Use In B2B & Meta’s Swift Threads Launch

Younger B2B buyers are the main reason marketers need to refresh their social media marketing strategies
46.5 percent of B2B buyers use social media to connect with B2B brands, while 61.1 percent of U.S. LinkedIn users will be comprised of members of the millennial and Gen Z demographic by the end of 2023, according to newly-published forecast data. When it comes to how B2B buyers prefer reaching B2B sellers, email, phone, and social media were the top methods, survey data has shown. Insider Intelligence

In B2B, Being Good Is Good for Business [Merkle B2B Superpowers Index]
B2B buyers have seen a 74 percent rise in interest in sustainability, accompanied by a 17 percent increase in interest in developing sustainability programs — two of numerous findings of interest to B2B marketers contained in recently-released Merkle survey findings. ANA

In Bid to Improve CX, B2B Marketers Look to Expand Their Retention Strategies
43 percent of B2B marketers have said that customer retention was their top customer experience priority in 2023 — up from 40 percent during 2022 — with 39 percent pointing to investment in new creative and content, and the same portion noting better aligning teams and tactics to create a more seamless brand experience, according to newly-published survey data. MarketingCharts

AI has the power to change B2B market research forever
Generative AI is particularly well-suited for B2B marketing research initiatives, with ChatGPT and other AI tools able to assist in the expansion of brand category entry points and more, and Peter Weinberg and Jon Lombardo of LinkedIn’s The B2B Institute take a deep dive for Marketing Week. Marketing Week

“AI will expand the market for marketers and market researchers. Every B2B (and B2C) brand needs to understand their customers at scale to build better marketing and build better products.” — Jon Lombardo @JonLombardo
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Mark Zuckerberg’s Twitter rival passed 30 million signups overnight — here’s how to use Meta’s Threads app and what’s missing
Facebook and Instagram parent Meta has rolled out its separate Twitter-like Threads app a day earlier that planned, with the new social media platform garnering over 30 million users in only the first 16 hours since sign-ups began, Meta recently announced.
. CNBC

FTC Requirements for Influencers
The U.S. Federal Trade Commission (FTC) has finalized an updated set of endorsement and testimonial guidelines for social media influencers and creators, and TermsFeed recently explored new disclosure best-practices and more. TermsFeed

Instagram Will Now Let You Add Up to Three Collaborators on Posts and Reels
Meta-owned Instagram has rolled out a new feature that increases its previous limit of one content collaborator to three, bringing a wide range of new content co-creation options to creators and influencers on the social platform, Instagram recently announced. Social Media Today

ChatGPT Forecasts Use To Grow Nearly 900% In 2023
By the end of 2023 some 61.5 million internet users will have submitted a prompt to the generative AI (GAI) tool ChatGPT, an 882 percent increase from 2022’s 6.3 million, while 20 percent of the U.S. population is expected to use a GAI platform as least once a month during 2023, according to newly-published AI forecast data of interest to B2B marketers. MediaPost

How animated creative ad formats could yield stronger attention, recall metrics [Study]
Brand recall was seen to increase by up to 25 percent for animated advertising over static ads, with additional recall benefits affecting attention, memorability, and engagement figures, according to recently-released ad format survey data of interest to digital marketers. DigiDay

LinkedIn’s Experimenting with Monetization Opportunities for Creators
Microsoft-owned LinkedIn has begun testing the ability for creators and influencers on the professional social platform to share a variety of collaborative campaign analytics with brands, which could lead to additional brand partnership opportunities. Social Media Today

ON THE LIGHTER SIDE:

A lighthearted look at the “5 Stages of Price Promotions” by Marketoonist Tom Fishburne — Marketoonist

Adobe’s Hilarious ‘Office Space’ Sendup Starring Hasan Minhaj Is a Tribute to 30 Years of the PDF — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Nick Nelson — This Week in Marketing: Celebrating Collaboration — LinkedIn (client)
• Lee Odden — You’re Doing SEO All Wrong: How to Optimize Content for Search Intent — Content Marketing World
• Lane R. Ellis — The Happiest Man in Social Media & Marketing [Podcast] — Lane Ellis — Are You Happy Podcast

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Andrea Fryrear @AndreaFryrear
Joshua Nite @nitewrites
Kathy Klotz-Guest @kathyklotzguest
Amy Balliett @AmyBalliett
Luvvie Ajayi Jones @iLuvvit

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

Have you run into your own top B2B marketing news item that we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s edition of the Elevate B2B Marketing News, and we hope you’ll return again 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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