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Elevate B2B Marketing News Weekly Roundup: B2B Buyer Trust Data, LinkedIn Tops 1 Billion Users, & Google’s $2B AI Investment

Posted on Nov 3rd, 2023
Written by Lane Ellis
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  • Elevate B2B Marketing News Weekly Roundup: B2B Buyer Trust Data, LinkedIn Tops 1 Billion Users, & Google’s $2B AI Investment
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    What Makes B2B Tech Buyers Distrust Brands? [Report]
    42 percent of B2B technology buying decision-makers have said that providing case studies was the top way that B2B marketers could build trust with them, with 35 percent pointing to providing current and actionable data, and the same percentage who noted that providing access to experts was a top trust-booster — three of numerous findings contained in newly-published report data. MarketingProfs

    Google agrees to invest up to $2 billion in OpenAI rival Anthropic
    Search giant Google’s parent firm Alphabet will infuse up to $2 billion in AI firm Anthropic — maker of the Claude AI chatbot — beginning with an initial $500 million investment, as Google looks to bolster its AI partnerships as rival Microsoft did recently with OpenAI, Anthropic recently announced. Reuters

    Forrester Predicts A Turbulent Year For B2B Marketers In 2024
    Generative AI was among the top forces expected to drive change within the B2B marketing space during 2024, with some 70 percent of B2B buyers predicted to find a degraded purchase experience due to generative AI content that hasn’t had enough of a human touch involved in its creation, according to newly-released Forrester report data. Forbes

    LinkedIn hits 1 billion members, adds AI features for job seekers
    Microsoft-owned LinkedIn (client) has topped the 1 billion member mark, lifting the professional social media platform to a spot among the leading social media networks, LinkedIn recently announced, while also rolling out an array of new AI-infused features for job seekers. Reuters

    “Surpassing 1 billion members is not just about reaching a milestone; it’s about fostering a dynamic ecosystem.” — Tomer Cohen @CohenTomer of @LinkedIn Share on X

    Instagram Tests Collaborative Carousel Posts
    Meta-owned Instagram has begun live testing of a new feature that will allow brands working with collaborators to have multiple contributors to content published in the carousel post format, offering creators and influencers new ways to collaborate on the platform, Instagram recently announced. Social Media Today

    U.S. Ad Market Posts Third Consecutive Gain In September, Albeit Marginally
    September marked the third consecutive month that the U.S. advertising market recorded a rise in year-over-year ad spending, with a scant 0.1 percent rise, continuing a rebound from previous months of declining ad revenue, with digital faring better than traditional formats, according to newly-released report data. MediaPost

    2023 November 3 statistics image

    Pew Research: Brands Not Targeting Gen X Are ‘Leaving Major Revenue On The Table.’
    Only 13 percent of those in the Gen X demographic have said that they feel seen in social media advertising, despite accounting for some 31 percent of the world’s population, and has contributed to 30 percent lower engagement with influencer campaigns among Gen X audiences, according to recently-published Pew research findings of interest to B2B marketers. InsideRadio

    Microsoft CMO Steps Down, Takeshi Numoto Steps In
    After 32 years Microsoft chief marketing officer Chris Capossela has stepped aside, with Takeshi Numoto — previously the firm’s executive vice president and commercial CMO — taking the key marketing role reporting to CEO Satya Nadella, Microsoft recently announced. MediaPost

    What Skills Are Most Important for Strategists? [Survey]
    68 percent of marketing strategists have said that gaining insight into emerging cultural and behavioral trends was their most important skill, with 54 percent pointing to the ability to deliver upstream brand planning insight, while 44 percent noted the importance of gaining insight into the latest consumer trends — three of numerous findings of interest to B2B marketers contained in newly-published WARC survey data. MarketingCharts

    As more brands use generative AI to create social content, agencies are changing how they measure its success [Report]
    66 percent of agencies and brands have said that creator-led content has driven greater return on investment (ROI) than more traditional forms of advertising, while the same percentage noted that they had used AI technology over the past year, according to recently-released influencer marketing report data. DigiDay


    2023 November 3 Marketoonist Comic

    A lighthearted look at “Fear of AI” by Marketoonist Tom Fishburne — Marketoonist

    People are speaking with ChatGPT for hours, bringing 2013’s Her closer to reality — Ars Technica


    • Harry Mackin / TopRank Marketing — This Week in Marketing: Setting a New Course — LinkedIn (client)
    • Donna Robinson / TopRank Marketing — 5 Ways To Think About Leadership For 2024 — Forbes
    • TopRank Marketing — The Thinkers360 Guide to B2B Influencer Marketing — Thinkers360


    Avinash Kaushik @avinash
    Dennis Shiao @dshiao
    Joanne Sweeney @JSTweetsDigital
    Joe Pulizzi @JoePulizzi
    Melanie Deziel @mdeziel

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    Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope that you’ll come back again 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/X for even more timely daily news.