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B2B Marketing News: B2B Content Key To CX, Video Consumption Changes, Falling Business Confidence, & LinkedIn’s New Discover Feed

Posted on Aug 19th, 2022
Written by Lane Ellis
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  • B2B Marketing News: B2B Content Key To CX, Video Consumption Changes, Falling Business Confidence, & LinkedIn’s New Discover Feed
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    2022 August 19 HubSpot Chart

    B2B buyers aren’t always happy campers when purchasing online [Report]
    94 percent of B2B buyers have said that they prefer working with suppliers that have continually-evolving digital capabilities, while some 97 percent report having experienced at least one pain point during the online purchase process — two of several findings of interest to B2B marketers contained in newly-released survey data. Digital Commerce 360

    B2B Digital Marketers See Content as Vehicle to CX Improvement
    Some 42 percent of B2B marketers have listed investment in new content and creative assets as the top priority for improving customer experience (CX) over the next year, with 40 percent pointing to strengthening customer retention strategies, and 36 percent pinpointing better alignment of teams and tactics — three of numerous statistics of interest to digital marketers included in recently-released CX survey data. MarketingCharts

    Four Steps to Stronger B2B Case Studies: Bob Wiesner on Marketing Smarts [Podcast]
    Building credibility, clear problem articulation, and the inclusion of a compelling story-line are among the key ingredients that many successful B2B case studies prominently feature, and MarketingProfs explores the elements of top B2B case studies. MarketingProfs

    Canva’s Latest ‘Design’ Effort Promotes Teams, New Products
    Team-oriented whiteboards are among the new collaboration features that online design platform Canva has recently rolled out to users of its Canva Pro product, along with a variety of other brand-management features, Canva recently announced. MediaPost

    LinkedIn Tests New ‘Discover’ Feed, New Groups Elements in Order to Enhance Engagement
    Microsoft-owned LinkedIn has rolled out a separate content feed focused on discovering new conversations, people, and events that match user interests on the professional platform, along with an array of new job listing enhancements, all contained in the latest update from LinkedIn (client), the firm announced recently. Social Media Today

    How Instagram users interact and connect with brands
    92 percent of U.S. Instagram users have said that they follow a business on the Meta-owned social platform, with the majority noting that they keep tabs on between six and ten brands on Instagram, with 58 percent of users pinpointing Instagram Stories as their favorite content type — three of numerous findings of interest to B2B marketers contained in newly-released survey data. SmartBrief

    2022 August 19 Statistics Image

    The Public’s Confidence in Big Business Drops to A Record Low
    Confidence in big business fell from 18 percent in 2021 to 14 percent in 2022, while large technology firms fared somewhat better, while also experiencing a decrease from 29 percent in 2021 to 26 percent this year, according to recently-published report findings. MarketingCharts

    Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics
    Facebook and Instagram parent company Meta has rolled out a new tool to convert both Facebook and Instagram Stories into Reels video clips, as part of a new set of features also including updated content performance metrics for Reels, and bringing several features formerly only available to Instagram users to the Facebook platform, Meta recently announced. Social Media Today

    LinkedIn’s 20 Most Popular Courses Are Free – For Now
    LinkedIn has given its users free access to any one of its 20 most-utilized online professional learning courses through the end of August, including offerings exploring unconscious bias, utilizing questions to improve critical thinking and curiosity, and others, LinkedIn recently announced. Search Engine Journal

    How Video Consumption is Changing in 2022 [New Research]
    A leading 36 percent of consumers have said that the optimal length when it comes to marketing video content is between one and three minutes, with 27 percent pointing to videos in the four to six minute range, while 16 percent preferred marketing videos less than a minute in length — three of several findings of interest to B2B marketers contained in newly-published HubSpot survey data. HubSpot


    2022 August 19 Marketoonist Comic Image

    A lighthearted look at “word-of-mouth marketing” by Marketoonist Tom Fishburne — Marketoonist

    Audio creatives crown the all-time best jingles and sonic brands — The Drum

    Post-punk Parents Decide to Name Newborn Child “Untitled” — The Hard Times


    • Lee Odden / TopRank Marketing — Is unlimited time off a win for all? — LinkedIn News
    • TopRank Marketing — What You Need to Know About the 2022 B2B Influencer Marketing Research Report — Net Influencer
    • Lane R. Ellis / TopRank Marketing — Free social media training, B2B marketing budgets, and reasons your funnel isn’t working — Cronycle
    • Lee Odden / TopRank Marketing — Le marketing d’influence, un levier porteur pour 86% des marques B2B [In French] — BtoB Leaders

    Have you come across your own top B2B marketing news item this week that we haven’t yet mentioned? If so, please don’t hesitate to let us know in the comments below.

    Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and please come back again next Friday for another selection of the most up-to-date and pertinent B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.