B2B Marketing News: B2B Brand Awareness Data, New Salesforce & HubSpot Reports, YouTube Adds Guest Streaming, & Rising Digital Ad Spend

B2B brands shouldn’t fear rejection, but being unknown
91 percent of potential customers don’t actively reject any B2B brands, while increasing brand awareness remains one of the top challenge that B2B marketers face, as unawareness has significant variability by brand, according to newly-released report data from The B2B Institute. Marketing Week

[bctt tweet=”“The marketing industry treats B2B like it’s some weird niche that we can just ignore. But B2B isn’t a niche — it’s a goldmine. Half the economy is B2B. And it’s the better half.” — Peter Weinberg of @b2binstitute” username=”toprank”]

Overheard at B2B World Fest: ‘Pursue passion and purpose, and profits will follow’
B2B marketing has taken a move towards offering more experimental content including sight, sound, and motion, while B2B organization employees are increasingly seeing improvements to their well-being as more important than career advancement — two of several findings of interest to B2B marketers shared during the B2B World Fest event, as The Drum examines. The Drum

YouTube Announces Expanded Roll-Out of its Live-Stream Guests Feature
Google’s YouTube video platform has announced that soon channels with more than 50 subscribers will have access to a variety of new live guest streaming options, offering greater engagement-building opportunities for B2B influencers and creators, as the platform rolls our its Go Live Together feature. Social Media Today

HubSpot Releases The State of Partner Ops and Programs Report, Detailing the Business Impact of Partner Ecosystems
77 percent of organizations have technology partners, which were ranked as the most important type of partner overall, while 65 percent view partnerships as essential to future growth — three of numerous findings of interest to digital marketers contained in newly-publish HubSpot parner ecosystem report data. HubSpot

Digital will account for 71.8% of US media ad spend this year, up 16 percentage points from 2019—and growing
71.8 percent of total U.S. media spending will be comprised of digital by the end of 2022, up from 55.6 percent in 2019, and will reach $248.7 billion — a 12.5 percent increase from 2021, while search is expected to account for 40.6 percent of digital ad spending, according to newly-published forecast data. Insider Intelligence

LinkedIn Launches New Code Training Integration with GitHub, Enhanced LinkedIn Learning Options
Microsoft-owned LinkedIn (client) and its LinkedIn Learning platform has implemented new integration with developer community GitHub that provides software development learning and practice options, in addition to a new career path process for technology roles, along with additional new features on the platform, LinkedIn recently announced. Social Media Today

Instagram is updating its web interface to take advantage of large screens
Meta’s Instagram social platform has begun rolling out a web interface that better utilizes desktop screen real estate, showing more platform content in areas that previously have been white space when viewed on desktop computers, Instagram recently …read more

Source:: Top Rank Blog