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B2B Marketing News: Top Enterprise Firm Challenges, What B2B Buyers Want, Mobile Ad-Buy Shift, & LinkedIn’s Content Trends

Posted on May 29th, 2020
Written by Lane Ellis
  • Blog
  • News & Events
  • B2B Marketing News: Top Enterprise Firm Challenges, What B2B Buyers Want, Mobile Ad-Buy Shift, & LinkedIn’s Content Trends
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    2020 May 29 MarketingCharts Chart

    What B2B Buyers Want From Tech Vendors Right Now
    55 percent of B2B buyers say it’s appropriate for marketing efforts to continue during these challenging times, and 53 percent are presently in the market for B2B products and services, with most of those having recent new purchasing interests, according to newly-released survey data. MarketingProfs

    Programmatic Ad Spend Down 9% Since Beginning of 2020, Driven by Travel and Auto
    Amidst an overall fall of 9 percent in April, ad spending for the technology vertical and the education and training segment were up 70 percent and 63 percent for the year, with streaming ad spend also up by some 18 percent, according to recently-released report data. Adweek

    Exclusive: New York Times phasing out all 3rd-party advertising data
    The New York Times has begun eliminating all third-party advertising targeting information, and by July the firm will instead use a fully-proprietary platform, the company recently announced. Axios

    Google’s digital-ad dominance is harming marketers and publishers, says new study
    Digital marketers and publishers have been hurt as a result of Google’s online advertising dominance, according to a new study, with display ads the primary focus of the Omidyar Network and Public Knowledge report. AdAge

    Reddit Launches New, 12-Week Online Advertising School Program
    Social news and discussion platform Reddit has launched a three-month online community-driven advertising school program, led by director-level-or-above instructors covering 12 marketing topics, the firm recently announced. Social Media Today

    Polls Return to Messenger From Facebook. After a year’s absence Facebook Messenger polls have been brought back
    Digital marketers lamenting the elimination of Facebook’s Messenger polls a year ago got good news recently, as the social media giant announced that it has brought the polling option back for group chats. Adweek

    2020 May 29 Statistics Image

    Pandemic hastens shift in ad buying to mobile, study says
    During an overall drop in ad spending, mobile ad spend has fared the best, as its 15 percent decrease was less than the 25 percent seen for desktop ad buying, according to recently-released study data. Mobile Marketer

    Facebook Launches New App Called ‘CatchUp’ to Facilitate Group Phone Chats
    Facebook recently released a tool to help bring online conversations to real-time phone communications, with the lanch of CatchUp, becomming Facebook’s sixth new app release in the past half year, the firm announced. Social Media Today

    Enterprise Companies Struggle with Customer Experience Tasks
    Real-time insights, personalization, and consistent data formatting are the top three customer experience (CX) challenges for enterprise firms, according to recently-released study data. MarketingCharts

    LinkedIn Publishes New Guide to Key Content Trends Amid COVID-19
    LinkedIn (client) has released new information about trending content on the Microsoft-owned platform, with top trending hashtags and other information of interest to digital marketers, the firm announced. Social Media Today


    2020 May 29 Marketoonist Comic

    A lighthearted look at “the new normal” by Marketoonist Tom Fishburne — Marketoonist

    Whoooaaa Duuuuude: Why We Stretch Words in Tweets and Texts — Wired


    • Lee Odden — 20 Marketing Experts on Content that Helps Sales Reps Sell – Part 3 — Modus
    • Nick Nelson — 10 Ways to Improve Your Business While Working Remotely — Small Business Trends
    • Lee Odden — Klear interviews Lee Odden — John Gaylor
    • Lee Odden — Stop the Sales Drop: Marketing Shifts For Stronger Growth — Marketing Insider Group
    • Lee Odden — PIMtalk with Lee Odden: PIM, SEO, Content Marketing and B2B influencers [Video] — PIMTalk Podcast
    • Lee Odden — 5 Smart Tips for Managing the WFH Transition in Marketing — (client)
    • Ashley Zeckman — Ashley Zeckman: 5 Essential Questions to Guide Your B2B Influencer Marketing Strategy — Content Marketing World
    • Lee Odden — “Stop the Sales Drop” Launches Sales and Marketing Peer Group — Business Wire
    • Lee Odden — How to boost SEO flow like a pro during COVID-19 — PR Daily
    • Lee Odden — Interview with Lee Odden – Breaking Free of Status Quo Marketing Tactics — Stop the Sales Drop
    • Lee Odden — Marketing Through Uncertain Times – 15 Experts Share Insights — Insight Brief
    • Lee Odden — Empathetic content marketing falls flat without authenticity [Video] — Search Engine Land
    • Lee Odden — How to measure content KPIs during COVID [Video] — Search Engine Land
    • Lee Odden — How to evaluate content marketing opportunities during COVID [Video] — Search Engine Land
    • Lee Odden — What’s Trending: Fortify the Fundamentals — LinkedIn (client)

    Have you come across your own top B2B content marketing or digital advertising stories from the past week of news? Please let us know in the comments below.

    Thank you for joining us this week, and we hope that you will return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.