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Elevate B2B Marketing News Weekly Roundup: Influencer Spending To Rise In 2024 & LinkedIn’s New Accessibility Features

Posted on Sep 29th, 2023
Written by Lane Ellis
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  • Elevate B2B Marketing News Weekly Roundup: Influencer Spending To Rise In 2024 & LinkedIn’s New Accessibility Features
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    Ready to elevate your B2B brand?

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

    B2B digital ad spend lags post-pandemic, hinting at prolonged recovery
    U.S. B2B advertising spending is expected to reach $31.72 billion during 2023, with 37.4 percent accounted for by LinkedIn and Meta alone, while almost half of U.S. digital B2B ad spending will go towards mobile — three of numerous findings of interest to B2B marketers contained in recently-published forecast data. Insider Intelligence

    Emerging B2B Trends You Need to Know [Survey / Infographic]
    68 percent of B2B business professionals have said that they have utilized AI to improve their organization’s operational efficiency so far during 2023, while the fastest-growing expectations of B2B consumers over the past three years were personalized experiences, always-on customer service, and social responsibility and sustainability, according to newly-released B2B industry survey data. MarketingProfs

    Manufacturing, B2B ready for AI overhaul [Study]
    When it comes to professionals at manufacturing and B2B companies, 93 percent have said that they plan to increase investments in AI during the coming 12 months, with the most common generative AI area expected to see an impact being business operations, while 42 percent of survey participants said they had positive sentiment about AI, according to recently-published B2B survey data. Supply Chain Quarterly

    What’s the Outlook for Media Budgets Next Year? [Report]
    59 percent of marketing professionals have said that they plan to increase budget and resource allocation for influencer-created content in 2024, behind only online video and video streaming on the list of media channels expected to grow the most next year, while 59 percent expect greater spending for social media stories, according to newly-published Kantar report data of interest to digital marketers. MarketingCharts

    LinkedIn Adds New Text Accessibility Options for LinkedIn Publisher Posts
    Microsoft-owned LinkedIn has rolled out an array of accessibility features bringing text-to-speech, real-time translation, and other new communications options to the professional social platform, all tied in to newly-implemented integration with its Immersive Reader product, LinkedIn (client) recently announced. Social Media Today

    The 2023 State of Marketing AI Report
    22 percent of marketers have said that they had generative AI policies in place, with CEOs and CMOs the offices most likely to own AI initiatives at organizations, while 64 percent of marketers have noted that they view AI as either very important or critically important to business success during the coming 12 months — three of many findings of interest to B2B marketers included in newly-released marketing AI report data. Marketing AI Institute

    “More marketers than every aren’t just paying attention to AI. They know it matters to THEIR success.” — @MikeKaput of @MktgAi Share on X

    Facebook Will Now Allow Users to Create Multiple Profiles to Explore Different Interests
    Users of Meta’s Facebook will be able to create up to four additional personal profiles with the social platform’s latest feature rollout, which will bring addition opportunities for marketing influencers and creators no longer limited to publishing content from a single account, Meta recently announced. Social Media Today

    Most Enterprise Marketers Are Using AI in Their Email Campaigns
    57 percent of marketers at enterprise-level organizations have said that they were already using AI in their email campaigns, with some 25 percent planning to do so, while just 14 percent indicated that they haven’t used AI technology for email initiatives and had no plans to do so, according to newly-published survey data. MarketingCharts

    2023 September 29 statistics image

    Brand interactions evolve on social media: Here’s what the numbers say [Report]
    51 percent of consumers have indicated that responding to customers was the top way for brands to make an impact, as 53 percent said that they had spent more time on social media platforms during the past two years than during the preceding two — some of the findings contained in recently-released social media usage survey data. Marketing Dive

    Martech Replacement Trends for 2023 [Survey]
    When it comes time to replace marketing technology, marketing automation tools, search engine optimization (SEO) software, and work management solutions were those most likely to go, with the leading reasons for switching to new marketing software being better customer experiences, lower cost, and more streamlined integration with existing systems, according to newly-published survey data of interest to B2B marketers. MarketingProfs


    2023 September 29 Marketoonist Comic

    A lighthearted look at “What’s the Marketing ROI?” by Marketoonist Tom Fishburne — Marketoonist

    Spotify uses AI to clone and translate podcaster voices in new pilot program — Ars Technica


    • TopRank Marketing — How to Use B2B Influencers to Increase Web Traffic — madison/miles media
    • LinkedIn Marketing Solutions/Adobe — These B2B Innovation Award Winners Are Breathing New Life Into B2B Marketing — Adweek
    • Lee Odden / TopRank Marketing — Feeling B2B with Pam Didner: A B2B Marketing Expert Interview — MarketingProfs


    Stephanie Losee @slosee
    Kelly Hungerford @KDHungerford
    Shashi Bellamkonda @shashib
    Mark Alves @markalves
    Michelle Garrett @PRisUs

    Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

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    Thanks for taking the time to be with us for this week’s Elevate B2B Marketing News, and we hope you’ll come back next Friday for another selection of the most up-to-date and relevant 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.