Elevate B2B Marketing News: B2B Gets More Customer Focused, Instagram Adds Lead Forms, Personalization Study, & ChatGPT Plus Launches

B2B marketing will be more digital, customer-focused this year [Data]
Marketers will spend $6.16 billion on influencer marketing in the U.S. alone during 2023, which would be an increase of 23.4 percent over 2022, while 54 percent of B2B marketers have said that they plan to spend more on customer marketing during 2023 — two of several findings of interest to digital marketers contained in newly-published B2B marketing research. Insider Intelligence

[bctt tweet=”“Organizations have not been nearly as focused on measuring customer health as they should have.” — Ross Graber @RossGraber” username=”toprank”]

OpenAI launches ChatGPT Plus, starting at $20 per month
The OpenAI artificial intelligence (AI) research organization, fresh off its recent multi-billion-dollar expanded investment from Microsoft, has rolled out a premium $20 per month version of its popular ChatGPT service — short for chat generative pre-trained transformer, featuring priority access to the generative AI service including updated features and speedier response times, OpenAI recently announced. TechCrunch

CMOs Look to Hire Growth Marketers Amid Market Pressures
Customer marketing, social customer care, and social media managers top the list of expected job areas that chief marketing officer (CMO) have said they are planning to hire for, with 64 percent of marketers also noting that they expect to hire paid media professionals, according to newly-released survey data. MarketingCharts

Google Publishes A New SEO Case Study, This One From Vimeo On Video SEO
Search giant Google has published its first industry case study in some 18 months, with its latest effort taking a look at the particulars of search engine optimization (SEO) relating to video search at digital video firm Vimeo, Google recently announced. SEO Roundtable

Instagram Adds Lead Forms as CTA Button Option on Business Profiles
Meta-owned Instagram has begun offering new lead form options to some of its user-base, including an array of call-to-action (CTA) features, presently limited to creator and business profiles on the platform, including custom question data collection along with standard fields, Instagram recently announced. Social Media Today

Marketers Are Leaning Into Podcast Advertising: Study
65 percent of U.S. marketers have said that they expect to spend more on podcast advertising, with 83 percent of previous podcast ad buyers noting that they expect to increase their budgets, while programmatic podcast advertising is expected to nearly triple by 2027, according to newly-published survey data of interest to digital marketers. MediaPost

Instagram’s co-founders are mounting a comeback
The co-founders of Instagram have been putting together plans for a forthcoming new social media platform, as it has begun accepting early applications to beta test its new Artifact platform, which seeks to explore the merging of AI, articles, and facts, and Platformer recently took a look. Platformer

Which Social Media Channels are Gaining and Losing Steam? [New Consumer and Platform Data]
Instagram, Facebook, YouTube, TikTok, and LinkedIn have been singled out as the social media channels that are likeliest to achieve the highest return-on-investment (ROI) during 2023, according to newly-published social media marketing channel survey data. HubSpot

New Google Ads Feature: Account-Level Negative Keywords
Google has updated its popular Google Ads platform with the addition of account-level negative keywords, strengthening marketers’ ability to use the search term exclusion features and making campaign management more efficient, the search giant recently announced. Search Engine Journal

What Data Do Marketers Use for Personalization – And How Much Access to It Do They Have?
When it comes to the types of data that B2B and B2C marketers use in personalization efforts, customer service history, email activity, interests, transactional history, and location were among the top types being utilized, according to newly-published survey data of interest to B2B marketers. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at the “Evolution of Smart Products” by Marketoonist Tom Fishburne — Marketoonist

Wayback Machine: 5 Alternatives To Try — Search Engine Journal

Elder Emo Desperately Tries Coding New Fall Out Boy Single Into His Microsoft Teams Homepage — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Harry Mackin — This Week in Marketing: Big Changes, Thoughtful Responses — LinkedIn (client)
• TopRank Marketing — 40+ Top Influencer Marketing Agencies in 2023 — Shane Barker
• Lee Odden — 50 Inspiring Marketing Quotes to Motivate Your Marketing Team — ShareThis

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Amisha Gandhi @AmishaGandhi
Ashley Faus @AshleyFaus
David Meerman Scott @dmscott
Jason Miller @JasonMillerCA
David Berkowitz @dberkowitz

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

Have you come across your own key B2B marketing news item for the week that we haven’t yet mentioned? 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 the Elevate B2B Marketing News, and we hope that you will 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 for even more timely daily news.

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