Elevate B2B Marketing News: B2B Buying Cycles Lengthen, Multilingual Benefits B2B, & Google’s New Conversational Search

April 14, 2023

By Lane Ellis

2023 April 14 Marketing Charts Chart

The Case for Boosting B2B Customer Experience With Multilingual Support
56 percent of consumers have said that getting information in their own language is of greater importance than price, with 70 percent more likely to purchase a product or service that includes information in their own language — two of several findings of interest to B2B marketers contained in newly-published survey data. MarketingProfs

Google Plans To Integrate Conversational AI Into Search Engine
Search giant Google is preparing to enhance its primary search engine with the addition of conversational artificial intelligence (AI), as the firm seeks to offer a feature similar to that already in use by Microsoft’s Bing search engine, Google recently announced. Search Engine Journal

[bctt tweet=”“Google’s decision to include conversational AI in its search engine shows a significant change in the industry.” — Matt G. Southern @MattGSouthern” username=”toprank”]

A Look at the B2B Buyer in 2023 [Infographic]
75 percent of B2B buyers have said that the average buying cycle has gotten longer over the past two years, with 20 percent noting that it has increased significantly, while 35 percent said buying cycles have increased somewhat, according to recently-published B2B survey data. MarketingProfs

Meta Moves And Implications For Influencer Marketing
Facebook and Instagram parent company Meta has changed the way its Branded Content tool deals with creator and brand content collaborations, now requiring brands to grant access to their organization’s Instagram account in order for co-created content to tag both the brand and creator, Meta recently announced. MediaPost

LinkedIn Adds New ID Confirmation Elements to Provide More Assurance and Security
Microsoft-owned LinkedIn is rolling out the option for its users to use the CLEAR biometric travel document verification platform to authenticate their identity, along with additional new employer verification features, LinkedIn (client) recently announced. Social Media Today

Where Are Businesses Seeing Opportunities with Video Marketing?
81.2 percent of businesses have said that they use video marketing to build engagement, with 74.6 percent pointing to increasing brand awareness, while 69.6 percent use video marketing to increase lead generation — three of numerous findings of interest to B2B marketers contained in newly-published survey data. MarketingCharts

Twitter Inc. Merged into X Corp. As Part of the Next Evolution of the App
Twitter Inc. has changed its name to X Corp., however the social media platform has kept its Twitter branding, at least for the time being, with some expecting a future shift to the name X, the firm recently announced in a legal filing. Social Media Today

IAB: 2022 Internet Ad Growth Slowed To 10.8%, Video Logs Largest Dollar Gain
In 2022 search advertising held the largest share of overall ad revenue at 40.2 percent, a decrease from 41.4 percent in 2021, while overall Internet ad revenue growth came in at 10.8 percent during 2022, reaching …read more

Source:: Top Rank Blog

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