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B2B Marketing News: Most Valued B2B Buyer Traits, Top B2B Content Types, LinkedIn Updates Retargeting Tools, & Mobile Ad Engagement Climbs

Posted on Jun 12th, 2020
Written by Lane Ellis
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  • B2B Marketing News: Most Valued B2B Buyer Traits, Top B2B Content Types, LinkedIn Updates Retargeting Tools, & Mobile Ad Engagement Climbs
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    2020 June 12 MarketingCharts Chart

    Key Insights: B2B content marketing decoded, top marketing technologies, and AI spotlight
    Demand for webinars has increased among B2B marketers during the global health crisis, with 76 percent of marketers seeing webinars as an increasingly successful method of driving leads, while the top B2B content types are eBooks, white papers and guides — two of numerous statistics of interest to digital marketers in recently-released B2B marketing survey data. ClickZ

    LinkedIn introduces new retargeting tools
    LinkedIn has expanded its retargeting feature set, with new tools for video advertising and lead generation among the latest virtual engagement additions at LinkedIn (client), the Microsoft-owned firm recently announced. TechCrunch

    PR Industry Survey: The Tactics and Skills Rising in Importance
    50 percent of public relations and communications professionals find measuring impact the leading communications challenge, followed by 45 percent who face executive teams without sufficient understanding of communications, and 40 percent who say that cutting through clutter and noise is a primary concern, according to newly-released survey data. MarketingProfs

    YouTube Adds New Analytics Report, Alerts for Merchandise Sales Within Live-Streams
    Google-owned YouTube has rolled out new features for marketers, including an updated monthly insight report that adds a number of additional data views, while also implementing new live-stream sales alert functionality, the firm recently announced. Social Media Today

    Two-Thirds Of Brands Plan To Increase Their Programmatic Ad Spending, Study Finds
    Some 66 percent of marketers plan to boost their programmatic ad spending during the months ahead, with their leading objectives including 53 percent looking to drive sales, 47 percent to both generate leads and build awareness, and 36 percent to bolster customer retention, some of numerous statistics of interest to digital marketers contained in recently-released study data. MediaPost

    Facebook Looks to Prompt More Comments with New Comment Engagement Stats
    Insights on Facebook page comments will offer marketers a range of new engagement metrics, as the social media giant has been rolling out comment insights, which show how posts that pages have commented on compare with those they have not commented on. Social Media Today

    2020 June 12 Statistics Image

    Mobile ad engagement rises 15% during pandemic, study says
    Engagement among mobile ads has climbed by some 15 percent during the global health crisis, with the greatest increase among women, according to recently-released report data from MobileFuse. Mobile Marketer

    Publishers see video ad revenue begin to rebound on Facebook, Snapchat, YouTube
    Some publishers have seen revenue from video ads start to turn around from pandemic-related declines, especially for social media platforms Facebook, Snapchat, and YouTube, where cost per thousand rates have also begun to stabilize, and DigiDay takes a look at the rebound. DigiDay

    51% of marketing professionals expect virtual events to stick around, survey finds
    Most media and advertising executives see virtual elements becoming an ongoing part of post-pandemic in-person events, while 27 percent don’t see attendance at in-person events ever returning to levels seen before the global health crisis — two of several statistics of note for digital marketers contained in recently-released survey data. Marketing Dive

    B2B Buyers Value These Traits in Salespeople
    Active listening, problem solving, confidence and relationship-building top the list of traits B2B buyers value the most in salespeople, while top-performing salespeople report getting better leads from marketing, according to recently-released business decision-maker survey data. MarketingCharts


    2020 June 12 Marketoonist Comic Image

    A lighthearted look at “Brands, Hashtag Activism, and a Time for Real Reflection” by Marketoonist Tom Fishburne — Marketoonist

    Tired Of FaceTime? Good News, Rotary Cell Phones Are Here — Cracked


    • SAP (client) — What SAP did digitally to address the COVID-19 climate — CMOAustralia
    • Lee Odden — 5 Hours of Content Marketing [Video Archive] — SEMrush
    • LinkedIn (client) — LinkedIn has a new CEO. Here are 30 power players and rising stars helping him lead the company — Business Insider
    • Lee Odden — The Keys to Successful B2B Influencer Programs [Register For Free Webinar Replay] — MarketingProfs
    • Lee Odden — Working Like a Blog: Why B2B blogging needs to be about more than just writing — MD Consulting
    • Lee Odden — Why Your Blog Gets No Traffic — SME Pals

    Have you found 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 spending time with us, and please 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.