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B2B Marketing News: B2B Buying Disconnect Study, Google’s SERP Video Carousels, B2B Event ROI Data, & Instagram’s New Story Reactions

Posted on Nov 13th, 2020
Written by Lane Ellis
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  • B2B Marketing News: B2B Buying Disconnect Study, Google’s SERP Video Carousels, B2B Event ROI Data, & Instagram’s New Story Reactions
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    Ready to elevate your B2B brand?

    TopRank Marketing drives results with content, influencer, SEO & social media marketing.

    2020 November 13 TrustRadius Chart

    How Can You Improve Your B2B Virtual Event’s ROI?
    47.6 percent of B2B professionals see post-virtual-event audience engagement as having the top return-on-investment (ROI) potential, followed by some 36 percent who said that making the virtual format more dynamic and interactive was a priority, according to recently-released survey data. MarketingCharts

    Adweek Survey Finds 40% of Brands Might Seek New Agencies in 2021
    75 percent of marketers have been satisfied with how agencies have handled the global health crisis, while a third performed better than expected during the pandemic — two of several statistics of interest to digital marketers contained in newly-released Adweek Intelligence survey data. Adweek

    Prop 24 — the California Privacy Rights and Enforcement Act — passed by voters
    The California Privacy Rights and Enforcement Act (CPRA) was recently enacted, which will replace the state’s California Consumer Privacy Act (CCPA), and which includes several new online consumer privacy protections marketers will need to align with or face potential violation penalties from a new California Privacy Protection Agency. DigiDay

    Google Short Videos Carousel In Search Results
    Google has conducted limited testing of a new type of carousel “short videos” section within mobile search results, which would expand on the search giant’s existing video carousel search results and which could eventually offer marketers greater video cross-linking options. Search Engine Roundtable

    COVID-19’s Impact on B2B Martech Budgets
    Some 44 percent of B2B marketers expect marketing technology spending levels to return to normal in 2021, while 19 percent have invested in communication technologies during the pandemic — two of several insights of interest to digital marketers in recently-released survey data. MarketingProfs

    Instagram Tests a New Way for Users to React to Stories Without Sending a DM
    Facebook-owned Instagram has conducted limited testing of a new option allowing users to react to Instagram Stories on the frame of a story, rather than by the existing method of sending a direct message to the publisher of the story content — a move that could lead to new audience interaction opportunities for marketers. Social Media Today

    2020 November 13 Statistics Image

    Twitter launches carousel ads to drive web traffic, app installs
    Twitter has released a new advertising option that will allow marketers the ability to include up to six videos or images in a new carousel ad format, Twitter recently announced. The firm also released accompanying statistics showing that testing of the new format resulted in a 15 percent greater click-through-rate on average. Mobile Marketer

    Facebook Tests New Options to Add Motion Effects to Still Images in Feed
    Facebook has tested new visual effect options that add several video-like motion elements to static imagery, with the new image movement features differing from the social media giant’s existing simulated 3D and animated image options. Social Media Today

    Research: Small Wins Can Make a Big Impact on Gender Equality
    The Harvard Business Review takes a look at some of the methods that can help in closing the perception gap, along with recently released health technology industry survey data examining how people can work towards being on the same gender equality page. Harvard Business Review

    The 2021 B2B Buying Disconnect [Report]
    46 percent of B2B technology buyers have felt that there are too many social media ads, with 30 percent noting that they prefered targeted ads, according to recently-released B2B buyer survey data. The report also showed that the most trusted sources of information buyers use include product demonstrations, vendor product websites, and user reviews. TrustRadius


    2020 November 13 Marketoonist Comic

    A lighthearted look at “lead nurturing isn’t a numbers game” by Marketoonist Tom Fishburne — Marketoonist

    Amid the Uncertainty, There’s Room for Levity in Ads — ANA


    • Lane R. Ellis / TopRank Marketing — Can You Create a Meaningful Experience in a Virtual Conference? — MarketingProfs

    Have you found your own favorite B2B marketing story from the past week of industry news? Please let us know in the comments below.

    Thank you for joining us for our weekly B2B marketing news, and we hope that you will return again next Friday for another round-up 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.