B2B Marketing News: Personalization’s Rising Value For Brands, Advertisers Seek More CMOs, & Instagram’s New Reels Features

B2B customer journeys that begin at review sites are significantly shorter
B2B buying journeys average 192 days in length, dropping by 63 percent when a buyer’s first touch is with a review website, while the buying process is significantly longer than average when first-touch channels are social or paid media — three of several findings of interest to B2B marketers contained in newly-released report data. MarTech

Why personalization is more important than ever for brands [Report]
62 percent of consumers have said brands that don’t deliver personalized experiences will lose their loyalty, a figure that’s up seven percent from rates in 2021, while some 63 percent said they are fine with brand personalization efforts as long as they use voluntarily-shared first-part data, according to recently-released survey data. SmartBrief

For Many Americans, Trust in Businesses Must Be Earned
54 percent of U.S. adults have lost trust in a company or brand, with 42 percent switching to a competitor’s product, in an environment where 42 percent have said that they tend to trust companies and 39 percent said they don’t — four of the findings contained in newly-released survey data of interest to digital marketers. MarketingCharts

[bctt tweet=”“We often think of trust in a consumer context, but it’s just as critical — and even more complex — in B2B buying.” — Dara Schulenberg @dschulenberg of @awscloud” username=”toprank”]

New Insights Highlight the Best Times to Post on Facebook and Twitter in 2022
When it comes to the best times to post on social media platforms Twitter and Facebook, Tuesday and Wednesday were seen as top Twitter posting days for engagement, with Sunday the worst, while Tuesdays at noon and weekdays at 3:00 a.m. topped Facebook global engagement rates, according to recently-released Sprout Social data. Social Media Today

Report: 94% of consumers want control over the information they share with companies
85 percent of marketers said that trust and transparency directly correlate with advertising spending return-on-investment (ROI), with 88 percent have said they have concerns about data privacy laws — two of several statistics of interest to B2B marketers contained in newly-released survey data. VentureBeat

YouTube BrandConnect Debuts Branded Shorts Packages In U.S. Following Successful Pilots
Google’s YouTube video platform has rolled out an array of new brand advertising options with the launch of an expanded YouTube BrandConnect offering, including more short and long-form video possibilities and better integration with additional Google advertising services, the search giant recently announced. MediaPost

Who’s Making the Decisions About Earned Media Spending?
When it comes to making decisions about earned media spending, some 34 percent of public relations professionals have said that their CEO is the decision maker, with 15 percent pinpointing corporate-level PR and communication workers, and 12 percent saying corporate marketers, according to recently-released survey data of interest to online marketers. …read more

Source:: Top Rank Blog