Elevate B2B Marketing News Weekly Roundup: LinkedIn’s Collaborative Articles, New Trust Barometer Report & Gated Content in B2B

Which Core B2B Marketing Responsibilities Have Most Increased in Importance? [Study]
Analytics and performance measurement has seen the greatest increase in importance among the key marketing responsibilities of B2B marketers, followed by content development and distribution, with lead generation holding the third spot, according to newly-published survey data of interest to B2B marketers. MarketingCharts

Are Marketers Equipped to Build Trust for the Long Term? [Edelman Trust Barometer]
The importance of long-term trust and ongoing brand engagement were among the key findings in the latest edition of Edelman’s annual Trust Barometer report, with over 70 percent of consumers having said it’s more important in 2023 to trust the brands that they purchase from than it has been previously — three of numerous statistics of interest contained in the recently-released trust report data. ANA

LinkedIn Updates Collaborative Articles, a Key Traffic Driver for the App
Microsoft-owned LinkedIn (client) has rolled out an array of new collaborative article features, including new content layouts that better highlight key contributors and include a more robust user interface, along with easier-to-access in-feed emoji and other reactions, Microsoft recently announced. Social Media Today

YouTube Q3 Ad Sales Jump 12.5% to Nearly $8 Billion, Alphabet Beats Estimates
Search giant Google parent firm Alphabet has reported revenue that was up by 11 percent for the period ending in September, with its YouTube video business having recorded third-quarter advertising sales that climbed by some 12.5 percent, with Google’s Cloud segment having seen revenue rise by 22.5 percent, Alphabet announced recently. Variety

LinkedIn Reports ‘Record Levels’ of Engagement With 985M Members
Microsoft’s latest quarterly performance report has revealed that its LinkedIn professional social network has topped the 985 million member mark and seen continued record levels of engagement, with the number of user sessions expanding by 12 percent, accompanied by revenue that grew by eight percent during the most recent quarter year-over-year, Microsoft recently announced. Social Media Today

Most B2B Tech Decision-Makers Are Sometimes Disappointed by the Value of Gated Content
23 percent of B2B technology decision-makers have said that they are often disappointed with gated content, with 48 percent finding disappointment sometimes, while 22 percent said that they were rarely disappointed with the gated content they accessed — some of the findings included in newly-published survey data of interest to B2B marketers. MarketingCharts

Instagram Adds Polls in Comment Streams on Feed Posts and Reels
Meta-owned Instagram has begun rolling out the ability to add custom polls within the comments of posts on the social platform’s general feed as well as its Reels video posts, an addition that will offer brands a new option for connecting with audiences, Instagram recently announced. Social Media Today

LinkedIn influencers are a thing now—and brands like Intel and Hootsuite are courting them
An increasing number of major brands have begun harnessing the power of creators on LinkedIn, with influencer partnerships becoming more commonplace as brands have increasingly found success with such relationships on the professional social platform, and Fast Company recently took a look. Fast Company

“It’s important to acknowledge that LinkedIn is not designed for virality, and the reason for that is we’re about economic opportunity.” — Alice Xiong of @LinkedIn
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AI Verve: Brands Worldwide Are Adding The Tech To Their Marketing
When it comes to the use of AI within the marketing departments at organizations, 88 percent of businesses have said that they were already using at least one form of AI in 2023, with 64 percent having noted they plan to adjust their strategy around AI within the forthcoming year — two of numerous findings of interest to B2B marketers contained in newly-published report data. MediaPost

LinkedIn Looks to Help Candidates Stand Out With ‘Top Choice’ Job Application Option
LinkedIn has rolled out a new “Top Choice Jobs” premium subscriber feature that allows users on the platform to choose their top job role choices, which are then highlighted more prominently as part of the platform’s top job initiative, LinkedIn recently announced. Social Media Today

ON THE LIGHTER SIDE:

A lighthearted look at “Share of Wallet and Funflation” by Marketoonist Tom Fishburne — Marketoonist

PLATO: How an educational computer system from the ’60s shaped the future — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Donna Robinson / TopRank Marketing — 5 Ways To Think About Leadership For 2024 — Forbes
• TopRank Marketing — Insights from the World’s Top Content Marketing Influencers — Public Sector Marketing Institute
• TopRank Marketing — The Top Generative AI Tools for B2B Marketers [Infographic] — MarketingProfs
• Lee Odden — 59 Content Marketing Quotes That Will Make You a Better Marketer — ActiveCampaign

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Pantelis Chiotellis @pantelischio
Shruti Deshpande @shruti12d
Caroline Hof @Caroline_Hof
Rasmus Sørensen @rumbas
Lisa Marcyes @lisa_marcyes

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

Have you found your own top B2B marketing news item 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 Elevate B2B Marketing News, and we hope that you’ll return again 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/X for even more timely daily news.

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