Elevate B2B Marketing News Weekly Roundup: Social Engagement Metrics Gain Ground & LinkedIn’s Expanding AI Functionality

October 06, 2023

By Lane Ellis

B2B Marketing Managers See Customer-Centricity as Path to Maximized Budgets
B2B marketing managers say that focusing on the needs of their organization’s customers and relying on data to make decisions are the top ways to maximize budgets, with 36 percent citing a shift to digital marketing from traditional marketing efforts, according to newly-published survey data. MarketingCharts

LinkedIn taps AI to make it easier for firms to find job candidates
Microsoft-owned LinkedIn (client) is preparing an array of new natural language AI capabilities that aim to streamline hiring and ad creation processes on the professional social platform, including job technology that goes behind traditional role titles, LinkedIn recently announced. Reuters

“When you focus on the skills that are required to do the job effectively, all of a sudden, you see there are tens of thousands of candidates out there. You can’t just look at job titles.” — Ryan Roslansky @Ryros CEO at @LinkedIn
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WFA Finds Media Taking A Backseat In Setting AI Strategy
73 percent of global marketers have said that their organization’s marketing team is most often involved in setting AI strategy, with 71 percent pointing to legal teams, 48 percent insights teams, and 45 percent media teams — three of the findings contained in newly-released World Federation of Advertisers survey data. MediaPost

TikTok set to surpass Facebook in daily minutes by 2025—but ad spend hasn’t followed
Advertisers are expected to spend some five times more per person hour on Meta’s Facebook platform than on TikTok in the coming years, despite TikTok eventually eclipsing Facebook for the top spot when it comes to the amount of time spent on social platforms daily, according to recently-published forecast data. Insider Intelligence

The Public’s Perception of the Advertising and PR Industry Remains Poor
New Gallup data has shown that the advertising and public relations (PR) sectors have hit a new low when it comes to public perception, with 19 percent of U.S. adults viewing the sectors in a positive light, and a scant six percent perceiving them as very positive, with 40 percent holding either somewhat or very negative views of the industries. MarketingCharts

LinkedIn Expands the Display of Its Profile CTA Buttons to More Surfaces
LinkedIn has rolled out expanded visibility for its recently-added call-to-action profile buttons, which will appear in more areas on the platform including in feed posts and within search results, LinkedIn recently announced. Social Media Today

Microsoft CEO says tech giants battling for content to build AI
Microsoft CEO Satya Nadella scrutinized the type of exclusive publisher partnerships put in place by the likes of search giant Google as obstacles to AI industry growth, during recent testimony in the landmark U.S. antitrust case trial against Google. Reuters

YouTube Launches New Subscriber Analytics to Assist in Content Planning
Google’s YouTube has added an array of new channel analytics features …read more

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