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B2B Marketing News: Rising B2B Content Creation Budgets, Proving ROI Is Top ABM Challenge, & Google’s Updated Business Profiles

Posted on Nov 4th, 2022
Written by Lane Ellis
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  • B2B Marketing News: Rising B2B Content Creation Budgets, Proving ROI Is Top ABM Challenge, & Google’s Updated Business Profiles
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    2022 November 4 GoodFirms Chart

    5 Predictions For B2B CMOs To Win In 2023 [Forrester Report]
    20 percent more B2B demand teams will report to sales in 2023, with 10 percent of marketing automation budgets moving from transformation to resilience, while 40 percent of firms will shift to cloud-native-first strategies — three of numerous findings of interest to B2B marketers contained in recently-released B2B CMO report data. Forbes

    What’s Driving Budget Changes for B2B Marketers? [Survey]
    43 percent of B2B marketers have said that their marketing budgets have increased since 2021, with 32 percent noting a decrease, with the top reasons for budget changes being inflation, the pandemic, economic recession, and world geopolitical unstability, according to newly-released survey data. MarketingCharts

    After Elon Musk’s antics on Twitter, advertisers may think twice for now
    Advertisers are maneuvering and rethinking options in the wake of Twitter’s $44 billion sale to Elon Musk, weighing moves ranging from suspending use of the social media platform to reducing spending, among other choices, and CNN takes a look at how some advertisers are handling the ownership shift at Twitter. CNN

    “It seems like a reasonable time for advertisers to rethink things. I think advertisers are going to look at this and say, is the weak Twitter advertising product becoming a better or worse investment?” — David Karpf @davekarpf Share on X

    Meta Opens Up Facebook’s ‘Professional Mode’ to All Creators Globally
    Meta-owned Facebook has proceeded with a full rollout of its professional mode, which will allow B2B creators and influencers to expand their Facebook presence with a variety of content-promotion options, along with a variety of content monetization tools, the social media platform recently announced. Social Media Today

    What Changes Are B2B Marketers Anticipating to Their Budgets Next Year?
    54 percent of B2B marketers have said that in 2023 they will spend more on content creation, with the same percentage pinpointing digital marketing investment, while 47 percent noted an increase in marketing operations and technology budgets, and the same percentage expecting to spend more on demand generation in 2023, according to newly-released survey data examining the biggest budget increases that B2B marketers have planned for 2023. MarketingCharts

    Companies face critical customer experience resource shortages
    More than 80 percent of customer experience (CX) leaders have said that they planned to utilize outsourcing in 2022, with only 27 percent of CX leaders reporting that they have their own budget, while 53 percent noted that they have experienced staffing shortages and labor challenges, according to recently-published CX research data of interest to B2B marketers. Insider Intelligence

    2022 August 5 Statistics Image

    New Google Business Profile Web Search Menu Now Rolling Out
    Search giant Google has released its newest update, which has given businesses an expanded set of options and simpler access for editing business profiles. The more robust Google Business Profile capabilities allow brands to more easily access and edit their organization’s profile from Google Web Search, Google recently announced. SEO Roundtable

    What Are ABM Practitioners’ Top Challenges?
    39 percent of B2B marketing executives have indicated that proving return on investment (ROI) was their top account-based marketing (ABM) challenge, with 38 percent pinpointing sales and marketing alignment, and 34 percent noting scaled personalization for target accounts as their leading obstacle — some of the findings included in newly-released survey results. MarketingCharts

    YouTube Announces Interface Makeover
    Google’s YouTube video platform has launched a user interface revamp, with new features including ambient mode background color matching, a dark mode, and description link buttons, among other changes that have rolled out with YouTube’s latest visual update, YouTube recently announced. MediaPost

    The Factors That Most Influence Buyers of B2B Services
    30.2 percent of B2B professionals have said that a business’ online and offline reputation was their top determining factor when it comes to choosing a B2B service, with 72.1 percent of B2B buyers having noted that they prefer email for communicating with B2B sellers, while a leading 26.2 percent of B2B buyers noted that finding a product’s features was the number one piece of information that they looked to find on a service provider’s website. MarketingProfs


    2022 November 4 Marketoonist Comic Image

    A lighthearted look at “Decisions, Decisions” by Marketoonist Tom Fishburne — Marketoonist

    Redditor acquires decommissioned Netflix cache server with 262TB of storage — Ars Technica


    • Nick Nelson — This Week in Marketing: All Treats, No Tricks — LinkedIn (client)
    • Lee Odden — 3 lessons corporate blogs can learn from personal blogs — Arik Hanson

    Have you found top B2B marketing news for the week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below.

    Thanks for taking the time to tune in to this week’s TopRank Marketing B2B marketing news, and we hope that you’ill return again next Friday for another roundup 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.