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Digital Marketing News: Shifting B2B Buyer Behaviors, Brands Evolve Crisis Response, Bad Data’s Effect on B2B Firms, & Twitter Shares New Data With Advertisers

Posted on Apr 17th, 2020
Written by Lane Ellis
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  • Digital Marketing News: Shifting B2B Buyer Behaviors, Brands Evolve Crisis Response, Bad Data’s Effect on B2B Firms, & Twitter Shares New Data With Advertisers
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    2020 April 17 MarketingCharts Chart

    How B2B Buyer Behavior Has Changed in Light of COVID-19, and What Marketers and Sellers Can Do Now
    82 percent of B2B buyers said they were concerned or strongly concerned about the possibility of a pandemic-sparked recession, while 30 percent have reported spending more on videoconferencing software — two of several findings of interest to digital marketers in a recently-released survey examining B2B buyer shifts. eMarketer

    How Bad Data Hurts B2B Companies [Infographic]
    Just 33 percent of marketers say they can rely on their customer relationship management (CRM) software, and 88 percent said that bad data has a direct impact on their company’s bottom line — two of the findings in a new infographic look at the effect of poor data on B2B firms. MarketingProfs

    The Evolving Discussion Around COVID-19 and How Brands Have Responded [Infographic]
    Brands have used Twitter the most often to mention the global health crisis, according to recently-released survey data examining how brands are using social media in crisis management planning. Social Media Today

    Social Media Users Value Brands Responsive To COVID-19 Crisis
    83% of social media users expect brands to address the health crisis in their ads, with 31 percent saying they appreciate brands offering products suited for remote work, 28 percent promoting social distancing, and 24 percent mentioning brand philanthropic efforts, according to newly-released survey data of interest to marketers. MediaPost

    Why It Takes So Long to Apply Data-Driven Insights to Campaigns
    Just 5 percent of marketers say they can immediately go from data gathering to actionable intelligence, while 31 do so later than they would like, and some 3 percent take so long that the output is irrelevant, according to new survey data. MarketingProfs

    Instagram Live Streams Can Now Be Viewed on the Web
    Facebook-owned Instagram has made it possible for its users to view its previously app-only Instagram Live video streams from its website, bringing marketers a new cross-promotion opportunity with the feature, the firm recently announed. Social Media Today

    2020 April 17 Statistics Image

    Twitter notifies users that it’s now sharing more data with advertisers
    Twitter has notified its users that a previously available user privacy ad interaction sharing option has been shuttered for all, in a move that will bring more audience data to advertisers, the firm recently announced. The Verge

    What Customers Need to Hear from You During the COVID Crisis
    The types of brand stories companies should be telling their customers include those that put solutions before sales, according to a new examination by Harvard Business School of interest to B2B marketers. Harvard Business School

    Facebook Has Launched a New Tournaments Option for People to Create Their Own Gaming Events
    With online gaming forecast to produce $196 billion by 2022, a recent move by social giant Facebook allowing its users to create their own private or public gaming events could bring brands new opportunities for reaching its sizable gaming audience. Social Media Today

    Content Plays Various Roles in Brands’ Customer Engagement Strategies
    61 percent of marketing leaders said that interactive branded content communicates brand promise and value, according to recently-released survey data from the Chief Marketing Officer (CMO) Council, with 51 percent saying that it delivers thought-leadership, and 45 percent saying that interactive content helps communicate with customers, partners and prospects. MarketingCharts


    2020 April 17 Marketoonist Comic

    A lighthearted look at digital transformation and organizational change by Marketoonist Tom Fishburne — Marketoonist

    Grinning Tim Cook Announces New iPhone Will No Longer Be Compatible With AirPods — The Onion


    • Lee Odden — Leadership and Engagement In a Time of Crisis [Podcast] — Traject
    • Amie Krone — Navigating the new world of working at home — Chaska Herald
    • Dell, SAP — Building A Perfect B2B Influencer Program During Imperfect Times — Forbes
    • Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

    Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

    Thanks for taking the time to join us, and we hope that you’ll return again next Friday for more 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. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.