Elevate B2B Marketing News Weekly Roundup: Threads Get Branded Content Tools & B2B Marketing Spend To Top Pre-Pandemic Rates

LinkedIn is the social platform of choice for B2B marketers worldwide
80 percent of B2B marketers and their clients have said that LinkedIn is their most-used social platform, followed by YouTube at 60 percent, Facebook at 57 percent, Instagram at 52 percent, and Twitter at some 39 percent, with 22.3 percent of all U.S. adults expected to use LinkedIn during 2023, according to newly-published report data. Insider Intelligence

B2B Marketers Tout Social Media’s Influence in the Buyer Journey
Social media and email were the leading tactics when it came to reaching both top and bottom-of-funnel goals, with in-person, live events, video, interactive content, and influencer marketing also among the most effective approaches in top-of-funnel activity — some of the findings shown within recently-released study data of interest to B2B marketers. MarketingCharts

Threads isn’t just growing fast—its users are also more engaged than on Twitter
87 percent of the analyzed brands active on Meta’s recently-launched Threads social media app — which has gained an estimated 110 million users since first taking publish user sign-ups on July 5 — reported better engagement than their efforts on rival Twitter’s platform, according to newly-published survey results. QZ

80% of marketers deem creative quality key to marketing effectiveness [Survey]
When it comes to the effectiveness of creative in marketing, 14.2 percent of brand-side marketers have said that they consider it the single most important element, with 80.5 percent pointing to creative as one of the most influential factors in marketing campaign effectiveness — two of numerous findings of interest to B2B marketers contained in Marketing Week’s recently-released Language of Effectiveness survey. Marketing Week

“Marketers are putting more focus on the quality of their creative in a tough economic environment where standing out has never been more important.” — Josh Stephenson of @MarketingWeekEd
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Marketers Now Say Generative AI is the Most Important Consumer Trend of the Year
A leading 59 percent of marketing industry professionals have said that generative AI was the most important consumer trend in 2023, with 57 percent having pointed to social video and TikTok, and 48 percent having chosen connected television (CTV) and streaming, with the Metaverse coming in down the list at 20 percent, according to newly-pubished 2023 trend survey data of interest to digital marketers. MarketingCharts

Threads Reaches 100 Million Members in Record Time
Meta’s Twitter-like app Threads has dethroned ChatGPT as the swiftest app to reach the 100 million user mark, topping the generative AI app’s previous record two-month rise to the benchmark in only five days, according to third-party user track firm data. Social Media Today

Google Calls For Public Discussion On AI Use Of Web Content
Search giant Google has sought to open new public dialog and conversations surrounding how the firm, the technology sector, and civilization as a whole can best address the future of skyrocketing generative AI use, and how Google should incorporate web data within AI training models, the firm recently announced. Search Engine Journal

B2B Marketers Outline Their Biggest Challenges [Survey]
43 percent of B2B marketers have said that finding and targeting the right audience for marketing campaigns will be their biggest challenge over the next three years, with 39 percent pointing to the need to balancing digital with traditional channels, and some 36 percent noting data privacy regulations and related-concerns — three of several statistics of interest to B2B marketers contained in newly-publish marketing obstacle survey results. MarketingCharts

Scoop: Branded content tools coming to Threads
While full-blown advertising has yet to arrive as an option on Meta’s new Threads app, Instagram has rolled out branded content tools that offer certain influencer and paid promotional opportunities on the nascent social platform in the interim, Meta recently announced. Axios

US B2B Marketing and Advertising Spend Set to Outpace Pre-Pandemic Levels This Year
Overall U.S. digital and offline B2B marketing and advertising spending was expected to top pre-pandemic marks during 2023 — something online advertising by itself has already done during each of the years since 2019, with some $53.7 billion in combined online and offline spending forecast by the end of 2023, reaching $69.3 billion by 2026, according to newly-published B2B marketing forecast report data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at the “spam, spam, spam” by Marketoonist Tom Fishburne — Marketoonist

Amazon Prime Day Glitch Offers Controlling Stake In Company For $24.99 — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Nick Nelson — This Week in Marketing: Going Long — LinkedIn (client)
• Lee Odden — The Top 100 Marketing Influencers to Follow in 2023 — Relevance
• TopRank Marketing — Top 10 Best LinkedIn Advertising Agencies — Wealth Ideas

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Viveka Von Rosen @LinkedInExpert
Bernie Borges @bernieborges
Zari Venhaus @zvenhaus
Andrew Davis @DrewDavisHere
Cathy McKnight @cathymcknight

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

Have you come across your own key 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.

Thank you for taking the time to join us for this week’s edition of the Elevate B2B Marketing News, and we hope that 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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