Elevate B2B Marketing News Weekly Roundup: B2B Events Thrive, LinkedIn Adds Top Skills, & Google Business Gets Social Links

B2B Exhibitions Move Forward in “Dramatic Improvement”
B2B events have continued on their steady return to pre-pandemic frequency, with a scant 0.3 percent of business exhibitions having canceled during the first quarter of 2023, significantly lower than the 8.9 percent figure from the same period in 2022, while 2024 has been forecast as the year when B2B events will experience a full recover, according to newly-published report data. MarketingCharts

LinkedIn Says ChatGPT-Related Job Postings Have Ballooned 21-Fold Since November
Since November, 2022 there has been a 21-fold increase in job postings related to ChatGPT and generative pre-trained transformer (GPT) on Microsoft’s LinkedIn professional social network, while the rate at which users of the platform added AI-related skills to their profiles nearly doubled from 7.7 percent during November to 13 percent, according to recently-released data. Forbes

Bain: Metaverse could be $900B biz by 2030, even as hype dies down
When it comes to the metaverse, a period of 5 to 10 years of early stage development is expected to come first, eventually leading to a period when some 65 percent of the metaverse is expected to consist of virtual experiences, while 35 percent of the market share will be comprised of the underlying technologies to enable immersive experiences — two of several findings of interest to B2B marketers in newly-published forecast data. Marketing Dive

CMOs say the end of third-party cookies is both a major challenge and a good thing
72 percent of chief marketing officers have said that they see difficulties ahead in facing Google decision to eliminate its use of third-party cookies, while some 61 percent noted that the shift would eventually become a good change for business, according to recently-released advertising and customer tracking survey data. MarTech

LinkedIn Adds New Ways for Job Seekers to Highlight Key Skills and Competencies
Microsoft-owned LinkedIn has rolled out a new feature that allows the professional platform’s 930-million-plus users to feature a selection of their 5 top skills within a new section of their profiles, along with the ability to implement skill-tagging in their featured projects, LinkedIn recently announced. Social Media Today

Add Social Media Links To Your Google Business Profiles
Search giant Google has begun rolling out the ability for brands to add an array of social media property links to Google Business listings, allowing marketers to feature social profiles for Facebook, Instagram, YouTube, Twitter / X, TikTok, LinkedIn, and Pinterest, Google recently announced. Search Engine Roundtable

Millennials’ Daily Time Online Said to Have Passed Its Peak
Those in the millennial demographic have seen the amount of time they spend online daily steadily drop from 7 hours and 36 minutes in 2017 to 6 hours and 48 minutes in 2023 — with a decrease of 11 minutes per day from 2021 figures for combined mobile and desktop computer usage, according to newly-published survey data. MarketingCharts

Instagram Unveils Carousel Music, Collabs, And Add Yours Sticker
B2B marketers using Meta’s Instagram social platform can now collaborate with up to three additional users on the creation of co-authored posts, reels and carousels, establishing new co-creation opportunities for influencers and subject matter experts using the platform for jointly-created content, Instagram recently announced. Search Engine Journal

DEI still a strong strategy despite backlash — here’s what the numbers say
Cutting diversity, equity and inclusion (DEI) from an organization’s strategy could already be combining to cost U.S. businesses $5.4 trillion, according to newly-published DEI report findings, and Marketing Dive recently took a look at some of the opportunities and challenges businesses are facing. Marketing Dive

“A lot of people feel either ignored or judged, or have experiences of discrimination that are a lot more common than what marketers think.” — Valeria Piaggio @FuturesNewAmeri
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Forrester’s 2024 Planning Guides: Economic Uncertainty Tempers 2024 Budget Expectations — Except In Technology
Some 84 percent of U.S. technology leaders have indicated they expect 2024 to see budgets increasing, with the top areas for increased investment coming in the AI tools and strategy and digital B2B buyer interactions segments, with the top areas of experimentation set to be advanced AI capabilities and AI-based machine learning security — three of numerous findings of interest to B2B marketers contained in recently-released report data. Forrester

ON THE LIGHTER SIDE:

A lighthearted look at “Third-Party Cookiepocalypse” by Marketoonist Tom Fishburne — Marketoonist

Adobe and Microsoft break some old files by removing PostScript font support — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lane R. Ellis — This Week in Marketing: Making the Case — LinkedIn (client)
• TopRank Marketing — 56 Influencer Marketing Agencies to Work With in 2023 — Business of Apps
• Lee Odden — What’s your secret to staying informed on influencer marketing? — LinkedIn (client)

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Beverly Jackson @BevJack
Cassie Kozyrkov @quaesita
Emily Bonilla-Pieton @PietonEmily
Craig Coffey @B2BinCLE
Carmen Collins @CShirkeyCollins

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Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope you’ll come back 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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