B2B Marketing News: Marketer Optimism Soars, LinkedIn’s Thought Leadership Impact Report, Google’s Newsletter Project, & Media Budget Trends
By Lane Ellis
What New Approaches Are B2B Execs Taking with Their Nurture Programs?
49 percent of B2B marketing sales and technology executives say they’ve started using content engagement data, with 44 percent having begun using account-based nurturing, while some 37 percent say that they’ve started using intent data, according to recently-released survey data exploring new approaches to B2B lead nurturing. MarketingCharts
Intuit confirms $12B deal to buy Mailchimp
Financial software firm Intuit will acquire marketing automation platform and email marketing service Mailchimp for some $12 billion, making Mailchimp a brand within Intuit’s portfolio and expanding its small business focus, Intuit recently announced. TechCrunch
LinkedIn launches a $25M fund for creators, will test Clubhouse-style audio feature in coming weeks
Microsoft-owned LinkedIn (client) has rolled out a $25 million creator fund that will play a role in the professional social media platform’s new Creator Accelerator Program, and form a pillar in efforts to expand engagement among its 774 million users, LinkedIn recently announced. TechCrunch
Where Are Media Budgets Trending for Next Year?
A net 76 percent of marketers plan to expand their media budget for digital video during 2022, representing the top area of media expansion planned for next year, followed by branded content by influencers at 71 percent and social media story ads at 70 percent — one of several statistics of interest to B2B marketers contained in recently-released survey data. MarketingCharts
More information on how Google generates titles for web page results
Google’s Search Central online developer community has released updated guidance on some of the sizable array of elements it considers in pulling together search result page titles — including traditional title tags, half-empty, obsolete, inaccurate, and micro-boilerplate titles, the search giant recently announced. Google Search Central
The State of Video Marketing in 2021 [Infographic]
The number of businesses utilizing video in marketing efforts rose from 63 percent in 2017 to some 86 percent during 2021, while 90 percent of Instagram users say they follow a business on the Facebook-owned platform — two of several statistics of interest to online marketers contained in recently-released infographic data. MarketingProfs
Google’s Area 120 team jumps on the latest media trend in its new app
Google has begun accepting invitations to test its new newsletter creation app Museletter, which is poised to offer features for sharing content in newsletter and other formats, and which includes options to offer paid subscriptions, Google recently announced. Android Police
4 Key Revelations from the Edelman-LinkedIn 2021 B2B Thought Leadership Impact Study
56 percent of buyers say if thought leadership content doesn’t persuade them within a minute they’ll disengage, while 73 percent of buyers say they seek out thought leadership content in order to stay up-to-date with timely industry insight — two of numerous findings of interest to B2B marketers contained …read more
Source:: Top Rank Blog
