Elevate B2B Marketing News Weekly Roundup: AI Changing B2B Search, LinkedIn Benchmark Report, & Google’s New Ads Editor

B2B Tech Decision-Makers Look for Content to Inform Them of Industry Trends
67 percent of B2B technology buying decision-makers have said that finding trend data was the top reason they engaged with content, with 39 percent having done so to compare product solutions, and 33 percent to find new business strategies — three of numerous findings of interest to B2B marketers contained in newly-published survey data. MarketingCharts

How the Responsibilities of B2B Marketing Teams Are Changing [Report]
57 percent of B2B marketing leaders have indicated that business results including sales, revenue, margin, market share, and return on investment (ROI) represented the core responsibility that has increased in importance the most over the past several years, with 51 percent pointing to customer acquisition and 43 percent noting the push to prove effectiveness, according to recently-released report data. MarketingProfs

LinkedIn Launches New Ad Campaign Which Highlights the Confusion Around B2B Buzzwords
From cloud sales to CPGs, LinkedIn’s newly-launched “No One Knows What You Do” ad initiative has sought to take a lighthearted riff on explaining the many B2B buzzwords used by the Microsoft-owned platform’s 100 million users, LinkedIn (client) recently announced. Social Media Today

“Not everyone gets it – not our parents or friends or loved ones. But even if they don’t understand, LinkedIn has the people who do. With over 70 million decision-makers, LinkedIn is the place to B2B.” — Keith Browning @TweetOfKeith
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What Are B2B Content Marketers’ Biggest Challenges? [Survey]
57 percent of B2B content marketers have said that when it comes to their largest obstacles, crafting the right content for a particular audience topped the list, with 54 percent pointing to consistent content creation, the same percentage noting the challenge of differentiating content, and 45 percent who said overcoming SEO challenges — some of the findings in newly-published B2B content marketing report data. MarketingCharts

Meta Adds New Tools for Reels Creators, Including A/B Testing, Reach-Based Incentives and More
Meta-owned Instagram has begun rolling out a slew of new Instagram Reels metrics, along with a new Professional Dashboard content management system, offering B2B marketers more content performance data on the platform, Meta recently announced. Social Media Today

2023 LinkedIn Benchmark Report [Rival IQ]
Brands have been twice as active on Microsoft’s LinkedIn professional social network than on TikTok, while video and photo content has been the most successful for brands on LinkedIn — two of numerous findings of interest to B2B marketers contained in newly-published Rival IQ report findings. Rival IQ

Google Ads Editor version 2.5 rolls out with 16 new features
Search giant Google has released an array of new changes and features to its popular Google Ads Editor product, including new ad strength and deep linking updates, as the firm seeks to streamline the tool, Google recently announced. Search Engine Land

LinkedIn on the overlooked 5th ‘P’ of marketing: customer promise
In addition to the traditional promotion, price, place, and product of B2B marketing, LinkedIn and its B2B Institute think-tank have sought to add promise to the customer as a new fifth “P” element, and The Drum recently explored LinkedIn’s collaboration with organizations including Cannes Lions to place greater focus on the customer promise. The Drum

Ad, PR Jobs Increased 2.3% In October
When it comes to marketing job growth, jobs in the advertising and public relations sectors grew by some 2.3 percent during October, according to newly-published U.S. Bureau Of Labor Statistics data of interest to B2B marketers. MediaPost

Is AI in Search Changing B2B Content Strategies? [Report]
31 percent of B2B content marketers have said that they have placed greater strategic focus on user intent data due to the influx of AI technology among search engine firms, with 27 percent creating more thought-leadership content, and 22 percent crafting more conversational content, according to recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “The AI Pivot” by Marketoonist Tom Fishburne — Marketoonist

Researchers Uncover the Fastest Semiconductor Yet — IEEE Spectrum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• TopRank Marketing — B2B Galvanizers: Influencer Marketing Takes Hold In Business-to-Business — MediaPost
• TopRank Marketing — B2B influencer marketing drives revenue — Financial Promoter
• Lee Odden / TopRank Marketing — October 30, 2023 Content Chat Recap: How Influence Elevates Your B2B Marketing — Erika Heald
• Lane R. Ellis — Gliding Beyond Limits — The World’s Longest Cross-Country Ski Streak — Minnesota Trails

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Brian Piper @brianwpiper
Carmen Collins @CShirkeyCollins
Cassie Kozyrkov @quaesita
Matthew Jaffe @matthewbjaffe
Amber Naslund @AmberCadabra

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

Have you found a 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.

Thank you for taking the time to join us for this week’s Elevate B2B Marketing News, and please 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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