B2B Marketing News: B2B Marketers Focus on Revenue, Top B2B Channel Strategies, LinkedIn’s Rising Engagement, & Google Ads’ Phrase Match Changes

COVID-19’s Impact on B2B Tech Marketers’ Channel Strategies in 2021
Among B2B marketers, webinars, search engine optimization (SEO), email marketing and LinkedIn ads have grown in importance the most during the pandemic, according to recently-released survey data. The data also shows that the top challenges faced by B2B technology marketers in 2021 are balancing quantity with quality, digital fatique, and measuring the right key performance indicators (KPIs). MarketingProfs

LinkedIn Announces New Measures to Tackle Inherent Bias as Part of Black History Month
LinkedIn (client) has launched an array of new initiatives that are part of a push towards systemic change to increase the Microsoft-owned professional social platform’s value to people in underrepresented groups, the firm recently announced. Social Media Today

Meet the BETAs: A Profile of Younger B2B Decision-Makers
The blurred boundary (B), evolving (E), tech native (T), activist (A) demographic sometimes called BETAs tend to be trendsetters, and are more likely to use business services for both personal and professional goals, according to recently-released report data of interest to digital marketers from The B2B Institute at LinkedIn and others. MarketingProfs

Survey: Customers prefer user-generated visual, video content
74 percent of consumers say that they prefer seeing user-generated digital photo and video content from brand’s own customers rather than traditional professionally-sourced images and videos — one of numerous statistics of interest to online marketers in newly-released survey data. CSA

Insights from 22 Million Business Posts on Social Media in 2020 [Infographic]
Instagram posting frequency among businesses fell by some 6.2 percent in 2020, while brands posted 36 percent more content on Twitter compared to Instagram and Facebook — two of numerous findings in recently-released report data culled from more then 22 million posts. Social Media Today

Google Ads Phrase Match Expands To Cover Broad Match Modifier Traffic
Google has phased out its long-time broad keyword match modifier, replacing the functionality with an expanded phrase matching system, the search giant recently announced — a change that will require search marketers to adjust to losing certain Google Ads exact matching features. Search Engine Roundtable

Do B2B Marketing and Sales Teams Cooperate Effectively?
46 percent of B2B marketers say that their sales team doesn’t understand what is important to their team, while 31 percent of B2B salespeople say that their marketing team doesn’t understand the issues important to them — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs

Companies Fall Short Of Compliance With California Privacy Law, Consumer Reports Finds
Not all businesses are complying with the California Consumer Privacy Act (CCPA), with recently-released Consumer Reports findings showing that just 54 percent of firms that had been sent an opt-out request sent required confirmations noting that they had stopped selling data from the requester, while 24 percent dismissed the requests, …read more

Source:: Top Rank Blog