Elevate B2B Marketing News Weekly Roundup: B2B Content Marketing Study, Top Enterprise Ad Priorities & Creativity’s Rising Brand Role

B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 [Research]
72 percent of B2B marketers have said that they use generative AI tools, with 51 percent using the technology to help brainstorm new ideas, while some 61 percent have indicated that their organization currently lacks AI usage guidelines — three of numerous findings contained in newly-published annual B2B content marketing report data from Content Marketing Institute. Content Marketing Institute

These Are Enterprise Organizations’ Top Digital Advertising Priorities
55 percent of enterprise digital marketing executives have said that improved return-on-investment (ROI) and effectiveness combine as their top priority in the coming year, with 52 percent pointing to the unification of creative and paid media teams within their organization, according to recently-published survey data of interest to B2B marketers. MarketingCharts

Topic Talk: Study Shows What Marketers Are Researching
When it comes to what marketers are researching, during the second quarter of 2023, marketing research on content personalization increased by 522 percent, with research surrounding real-time personalization up some 185 percent, according to newly-published study data. MediaPost

“We can use the data from the ecommerce site to personalize the rest of the journey. Instead of seeing the site as a self-contained silo, it can be part of a multichannel buying journey.” — Ed Kennedy of @Adobe
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X, formerly Twitter, tests charging new users $1 to tweet, retweet
The X social media platform formerly known as Twitter has begun testing an annual fee for a segment of new users in the Philippines and New Zealand, who won’t be able to post using free accounts, X recently announced, in a push expected to eventually roll out globally on the platform. CNBC

Marketers more optimistic even as budgets fall
49 percent of marketing leaders have said that they were feeling more optimism when it came to the U.S. economy — a rise from the 30.1 percent seen since spring 2023, with B2B firms having seen 9.7 percent of their budgets dedicated to sales revenues and 7.9 percent to marketing, according to newly-published survey data. MarTech

New WPP Index Purports To Show Creativity Drives Brand Growth
Brands possessing greater creative capital provide 1.2 times the consumer advocacy and 1.4 times the amount of brand affection, with such brands also achieving 1.1 times the pricing power when compared to brands with lower creative capital scores, according to recently-released Creative Capital Index findings of interest to B2B marketers. MediaPost

YouTube Adds New Audio Description Options, Preferred Pronouns for Creator Profiles
Google’s YouTube has giving marketers the ability to add new audio description tracks aimed at helping visually impaired users on the video platform and to augment traditional captioning audio tracks, as part of its latest feature rollout, YouTube recently announced. Social Media Today

Google Introduces Ad-Measurement Tool, Privacy Sandbox Forces Change
Search giant Google has announced plans to launch a new Google Ads Data Manager ad-measurement tool in 2024, when it will become available as part of the firm’s popular Google Ads service, aimed at providing a non-cookie-based data measurement system that is able to utilize first-party data. MediaPost

Threads Rolls Out Post Editing and Voice Notes
Meta’s Threads social media platform has begun rolling out the ability to edit posts during a five minute window after publishing, along with an array of additional updates including audio-based messages under the Voice Threads name, Meta recently announced. Social Media Today

One year post-acquisition, X traffic and monthly active users are in decline, report claims
Global traffic to the platform formerly known as Twitter dropped by 14 percent year-over-year during September 2023, with X’s mobile U.S. traffic having fallen by some 17.8 percent during the same period, as U.S. users accounted for roughly 25 percent of the platform’s overall traffic, according to newly-published report data. TechCrunch

ON THE LIGHTER SIDE:

A lighthearted look at “Change for the Sake of Change” by Marketoonist Tom Fishburne — Marketoonist

The Future of Moore’s Law Is Inside This Willy Wonka Machine — IEEE Spectrum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden / TopRank Marketing — This Week in Marketing: B2B Forum Inspiration — LinkedIn (client)
• TopRank Marketing — The Top Generative AI Tools for B2B Marketers [Infographic] — MarketingProfs
• Lee Odden — 5 Writing Tips from Successful Bloggers To Motivate You — EverydayPower
• TopRank Marketing — 40+ Top Influencer Marketing Agencies in 2023 — Shane Barker
• TopRank Marketing — Are Paid Influencers Right for Your Social Strategy? — National Institute for Social Media

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Rani Mani @ranimani0707
Joanna Lord @JoannaLord
Jay Acunzo @jayacunzo
Dr. Ai Addyson-Zhang @aiaddysonzhang
Paul Roetzer @paulroetzer

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

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Thanks for joining us for this week’s Elevate B2B Marketing News, and please 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/X for even more timely daily news.

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