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B2B Marketing News: B2B Ad Spending Sizzles, Salesforce Slack Buy Complete, C-Suite Marketing Survey, & Clubhouse Opens To All

Posted on Jul 30th, 2021
Written by Lane Ellis
  • Blog
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  • B2B Marketing News: B2B Ad Spending Sizzles, Salesforce Slack Buy Complete, C-Suite Marketing Survey, & Clubhouse Opens To All
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    2021 July 30 Demand Gen Reportl Chart

    US B2B ad spend set to pass $30b in 2023, nearly half the dollars will go to digital
    In the U.S. alone B2B advertising spending is expected to top $30 billion by 2023, with almost half going to digital, while display advertising spending is expected to surpass that of search advertising by 2023 — two of several insights of interest to digital marketers in newly-released forecast data. The Drum

    Salesforce completes $27.7B Slack acquisition
    Salesforce has put finishing touches on its $27.7 billion acquisition of business communication platform Slack, with the now-official purchase set to combine Salesforce’s data platform Customer 360 with Slack, Salesforce recently announced. Venture Beat

    Zenith: Online Video To Lead 2021 Global Ad-Spend Growth, At +26%; Digital To Take 58% Share Of Total
    2021’s most robust growth in global digital advertising spend is set to come from online video, climbing some 26 percent to $63 billion, according to recently-released forecast data. Overall ad spending growth is expected to reach 6.9 percent in 2022 and 5.6 percent in 2023, the forecast data also shows. MediaPost

    Twitter Posts Steady Increases in Users and Revenue for Q2, with Good Growth in Ad Spend
    Twitter saw an 11 percent rise in its monetizable daily active user (mDAU) count compared to last year, an increase of some 7 million users since the first quarter of 2021, while also recording a 69 percent increase in international revenue, Twitter recently announced. Social Media Today

    C-Suite Survey: The Top 5 Marketing Org Deficiencies
    84 percent of senior management executives say they are interacting either closely, regularly, or increasingly with marketing teams, while 52 percent noted that interim or fractional marketing leaders bring new thinking, ideas, and innovations to marketing departments, according to recently-released survey data. MarketingProfs

    Clubhouse is now out of beta and open to everyone
    After a year of restricted waiting-list access, and following up on May’s Android version release, audio-call-based communication app Clubhouse has opened its digital doors to the public, accompanied by an updated logo, the firm recently announced. TechCrunch

    2021 July 30 Statistics Image

    Consumers want control, not ad blocking, in online advertising
    80 percent of consumers say they don’t trust online ads, and 74 percent report that they hate them, while 67 percent of the Gen Z demographic said that online ads serve an important purpose — two of several findings of interest to online marketers contained in recently-released survey data. AdAge

    Google now shows why it ranked a specific search result
    A new list of factors taken into account by Google for individual search results has been launched by the search giant, highlighting some of the top areas businesses can look to for improving their search rankings, Google recently announced. Search Engine Land

    2021 U.S., Worldwide Consensus Jumps On Zenith Ad Revisions
    Global and U.S. advertising spending forecasts for 2021 have recently gotten stronger, with worldwide ad spend growth predicted to reach 13.1 percent and U.S. growth 14.6 percent, each revised to greater levels than earlier predictions, according to joint forecast data from Dentsu, GroupM, Magna, and Zenith. MediaPost

    What B2B Buyers Want From Vendor Websites
    When it comes to B2B buyers seeking insight from online vendors, the top three criteria affecting purchase decisions include easy website access to relevant content, pricing and competitive information, and site content that directly demonstrates expertise around industry needs — one of numerous findings of interest to digital marketers contained in newly-released B2B buyer research. MarketingProfs


    2021 July 30 Marketoonist Comic

    A lighthearted look at the “the personalization privacy paradox” by Marketoonist Tom Fishburne — Marketoonist

    The Internet Is Rotting — The Atlantic


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    • Lee Odden — 8 Binge-Worthy Public Relations Podcasts — OnePitch
    • Lee Odden — 5 Things You Need To Know About Search Engine Optimization SEO — Wow Digital
    • TopRank Marketing — 101 Top Minnesota Social Media Companies and Startups of 2021 —

    Have you come across your own top B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

    Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll come back next Friday for more of the week’s 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.