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B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook

Posted on Sep 25th, 2020
Written by Lane Ellis
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  • B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook
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    2020 September 25 MarketingCharts Chart

    US B2B Digital Advertising 2020
    B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer

    The ‘Purpose Gap’ Facing Many B2B Brands
    86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization — two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs

    How Bad Data Hurts B2B Companies
    88 percent of B2B marketers see quality data as important in executing a successful account-based-marketing (ABM) strategy, while some 27 percent aren’t certain how much of their data is accurate, according to recently-released survey data. Demand Gen Report

    Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year
    The use of chatbots in conversational marketing has risen 92 percent year-over-year, while live chat usage expanded by some 35 percent and social media interactions grew by 31 percent over the same period, according to recently-released survey data. Adweek

    Facebook launches Facebook Business Suite, an app for managing business accounts across Facebook, Instagram and Messenger
    Facebook has rolled out its tool for businesses to manage multiple Instagram, Facebook and Messenger profiles and pages in a unified location, with the release of its Facebook Business Suite utility, featuring post scheduling, ad creation, and insight data, the social media giant recently announced. TechCrunch

    Global brands advance towards ‘holy grail’ of cross-media measurement
    An ambitious global cross-media measurement proposal framework featuring a new publisher log-based solution utilizing Virtual ID (VID) has been put forth as part of a major push by the World Federation of Advertisers (WFA) and brands, the WFA’s Cross-Media Working Group recently announced. The Drum

    2020 September 25 Statistics Image

    Google Combines Custom Affinity and Custom Intent Into Custom Audiences
    Google has rolled out changes giving advertisers new Google Ad audience features across display, YouTube and discovery campaigns, refining and combining previously separate audience intent and affinity tools, the search giant recently announced. Search Engine Journal

    LinkedIn launches Stories, plus Zoom, BlueJeans and Teams video integrations as part of wider redesign
    LinkedIn (client) has rolled out its ephemeral video and photo LinkedIn Stories feature, expanded platform search functionality, and video chat for direct messaging — three of an array of new additions of interest to digital marketers, the firm recently announced. TechCrunch

    New open source robots.txt projects
    Google has released a specification testing tool for websites seeking to adhere to its Robots Exclusion Protocol, along with a parsing and matching utility for improved robots.txt web crawler indexing information, the search film recently announced. Google Webmaster Central Blog

    What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior?
    68 percent of B2B buyers say that their purchase cycles have lengthened since 2019, with the most common buying journeys lasting between one and six months, while 53 percent consider web search a top research method, followed by 41 percent who consider vendor websites a top evaluation method, according to recently-released data. MarketingCharts


    2020 September 25 Marketoonist Comic

    A lighthearted look at “lifestyle brands” by Marketoonist Tom Fishburne — Marketoonist

    Overwatered Houseplants Hoping Woman Goes Back to Work Soon — The Hard Times


    • Lee Odden — Stop Telling The Same Old Story — Mark Armstrong
    • Nick Nelson — 10 Tips for Changing the Way You Think About Your Small Business — Small Business Trends
    • TopRank Marketing — Why Convenience Is Essential — Forbes

    Have you found your own key marketing stories from the past week of news? Please let us know in the comments below.

    Thank you for taking the time to join us for the weekly B2B marketing industry news, and we hope that you will return again next Friday for another look at 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.