Elevate B2B Marketing News Weekly Roundup: The Rising Pull of B2B Video, Google Adds Followed Searches & Tests Notes

B2B Video Is Bringing in Customers [Report]
91 percent of B2B marketers have said that their organization has used video in marketing efforts, with 90 percent noting that video has helped increase traffic, while 71 percent of B2B brands have used videos created especially for social media, with 70 percent having utilized explainer videos — three of numerous findings included in newly-published report data. ANA

B2B Demand Gen Marketers to Increasingly Prioritize High-Quality Lead Programs
When it comes to the demand generation channels and tactics that B2B marketers plan to expand the most in the coming year, a leading 51 percent pointed to account-based marketed (ABM) initiatives, 30 percent noted lead nurturing efforts, and 27 percent high-quality late-funnel lead programs, according to recently-released demand generation survey data of interest to B2B marketers. MarketingCharts

Google Launches “Notes” To Add User Comments In Search Results
Search giant Google has begun testing a new Notes feature in its Google Search Labs program that allows signed-in users to share their personal experiences about specific search results, as part of Google’s ongoing efforts to surface more user-generated content (UCG) within its search experience, Google recently announced. Search Engine Journal

“A lot of marketers fail to recognize the fact that B2B buyers don’t have a B2B buying cap on at some times of the day and a consumer hat on at other times of the day.” — Rick LaFond of @Gartner_Inc
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LinkedIn Adds Relationship Management Elements to Sales Navigator
Microsoft-owned LinkedIn (client) has brought new Account IQ additions to its Sales Navigator product, which has incorporated AI with real-time first-party data from the professional social platform to show more detailed company business data, while a new Relationship Map feature has added new visual elements, LinkedIn recently annnounced. Social Media Today

Why Most Video Content Fails To Reach Its Full Potential [New Research]
67 percent of marketers have said that video has been more important to their business over the past year, while just seven percent noted their organization was using video to its full potential, with 54 percent of survey respondents having used video interviews with influencers and subject matter experts — three of many findings included within newly-published video and visual storytelling survey data. Content Marketing Institute

Brand and Marketing Strength Are Important Considerations for Financial Analysts
When it comes to appraising and analyzing companies, 79 percent of financial analysts have said the strength of a brand and its marketing is most important, with 76 percent pointing to leadership quality and 72 percent noting technological innovation prowess, according to recently-released survey data of interest to B2B marketers. MarketingCharts

Google Analytics 4 can now be integrated with Salesforce Marketing Cloud
Audience syncing between Salesforce Marketing Cloud and websites using Google Analytics 4 has rolled out, allowing more streamlined functionality between the two using Salesforce Marketing Cloud’s Journey Builder, and Search Engine Land recently took a look. Search Engine Land

Instagram Updates Reels Composer UI to Provide More Creation Options
Meta-owned Instagram has given its Instagram’s Reels video composer an array of new editing and user interface options, contained in the social platform’s latest update, allowing B2B marketers using Reels greater customization without the use of third-party video design tools, Instagram announced recently. Social Media Today

B2B Demand Gen: Smaller Companies Catch Up to BDR Best Practices
61 percent of B2B technology and demand generation marketers at organizations with over 5,000 employees have said they have a lead-qualifying team that sets appointments for the sales team once screening has happened, with 58 percent of organizations under 5,000 employees having such a team, according to newly-published survey data. MarketingCharts

Google Search Adds Follow Feature
Google has begun rolling out the ability to actively follow certain chosen search topics, triggering additional related content within a user’s Discover feed and within future searches, along with related news about followed topics, Google recently announced. Search Engine Roundtable

ON THE LIGHTER SIDE:

A lighthearted look at “Break through the Clutter” by Marketoonist Tom Fishburne — Marketoonist

On this day, the Intel 4004, the world’s first commercially produced microprocessor, was launched — XDA

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• TopRank Marketing — Under The Influence: Influencer Marketing Benefits Sales, Branding, And More — MirabelTech / Magazine Manager
• TopRank Marketing — This Week in Marketing: B2B as a Specialization — LinkedIn (client)
• TopRank Marketing — The Drop on Influencer Marketing as a Service [Video] — Hotwire

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Greg Boser @GregBoser
Lisa Buyer @lisabuyer
Rani Mani @ranimani0707
Debra Jasper @DebraJasper
Brett Tabke @btabke

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

Have you come across an important B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope you’ll return 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/X for even more timely daily news.

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