B2B Marketing News: Top B2B Social Networks, Marketing Trust Drivers Study, Twitter’s Article Plans, & How B2B Communication Is Changing

February 11, 2022

By Lane Ellis

2022 February 11 SageFrog Chart

Traditional B2B Sales and Marketing Are Becoming Obsolete
Some 43 percent of B2B buyers have said that they would like a buying experience without a sales representative, with higher rates among Millennials, and The Harvard Business Review examines the rise of all-digital B2B buying and takes a look at some of today’s out-of-sync interaction preferences. Harvard Business Review

4 Ways the Pandemic Changed B2B Communication (From A Nationally-Representative Survey)
53 percent of Millennial professionals have said they prefer email communication over conversations, while 54 percent felt that email could cause miscommunication — two of several findings of interest to B2B marketers contained in newly-released B2B communication survey data. Sales Hacker

What Drives Trust in Businesses and Institutions?
The technology industry leads as the most trustworthy global industry, while social media is among the least trusted, according to recently-released survey data. Reliability, transparency, responsible behavior, and shared values were also seen as the top drivers of trust in organizations. MarketingCharts

[bctt tweet=”“If you want to be a trustworthy company, it can’t be just a marketing philosophy. It has to be a business philosophy.” — Margaret Magnarelli @mmagnarelli of @MorganStanley” username=”toprank”]

LinkedIn Launches New Updates for Sales Navigator, Including Improved Opportunity Discovery Options
Microsoft-owned LinkedIn has rolled out a refreshed customizable homepage, new search and filtering options, and other lead and trend data tools, in the latest update to its Sales Navigator offering, LinkedIn (client) recently announced. Social Media Today

Bing’s New PubHub Offers Millions Of New Site Visitors
Microsoft has expanded its Bing Webmaster Tools to include a new PubHub content publishing feature, offering potential new audiences for marketing content for digital publishers who meet requirements to take part in the new Bing Publisher Network, Microsoft recently announced. Search Engine Journal

Twitter Tests New ‘Articles’ Option, Potentially Enabling Long-Form Posts in the App
Twitter has tested new article-length posts that go well beyond the social platform’s traditional short-form text limits, a change that could alter both the character and character count of the platform, and provide B2B marketers with new options for publishing long-form content. Social Media Today

Mobile, Social, Digital Video Are Top Advertising Priorities For 2022
76 percent of digital experts have said that mobile ads will be a top priority in 2022, with 61 percent pointing to digital video, 56 percent desktop environments, and 48 percent podcast and audio — four of numerous findings of interest to online marketers contained in newly-released survey data. MediaPost

IAB warns of ‘measurement blackout’ as marketer priorities remain misaligned
Marketers doubled down on spending for third-party audience data, as 2021 saw an 8.1 percent increase that was double that seen in 2020, as digital marketers have made adjustments to combat the forthcoming loss of user cookie data, according to recently-released Interactive Advertising Bureau (IAB) survey data. …read more

Source:: Top Rank Blog


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