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Elevate B2B Marketing News Weekly Roundup: B2B Ecosystem Marketing, Growing Ad Markets, & LinkedIn Learning Expands

Posted on Dec 29th, 2023
Written by Lane Ellis
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  • Elevate B2B Marketing News Weekly Roundup: B2B Ecosystem Marketing, Growing Ad Markets, & LinkedIn Learning Expands
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    B2B growth plan: perfecting partner ecosystem marketing
    45 percent of B2B marketing decision-makers at typical B2B organizations have said that new or renewed ecosystem partners were their primary revenue source, as more B2B companies have moved towards broadening their partner ecosystems, according to newly-published Forrester Research data. Digital Commerce 360

    Surprise! B2B Leaders Say Supply Chain Management Systems Are Most Important to the Customer Journey
    17 percent of a B2B buyer’s complete purchasing journey is spent with a sales representative, with 44 percent of B2B buyers in the millennial demographic preferring no sales representative communication at all, while 87 percent of B2B leaders in the U.S. and Canada noted that a supply chain management system was their most important technology solution, according to recently-released survey findings. SCMR

    Ad Market Expands For 8th Consecutive Month In November
    With a 1.2 percent rise in year-over-year advertising spending during November 2023, the U.S. ad market grew for the eighth month in a row, with digital advertising continuing to see greater growth than the traditional sector, according to newly-published analysis of interest to B2B marketers. MediaPost

    Which Technologies Are Moving the Needle on Digital CX?
    45 percent of marketers have said that AI for content creation has had the most positive impact on customer experience (CX) within their organization, with 41 percent having pointed to content management systems (CMS), and 38 percent having noted customer relationship management (CRM) systems — three of numerous findings of interest to B2B marketers contained in recently-published survey data. MarketingCharts

    LinkedIn Tests New AI-Based Learning Elements In-Stream
    Microsoft-owned LinkedIn (client) has expanded its use of AI within its LinkedIn Learning offering, using the technology to provide additional insight for users on the professional social platform seeking to learn new skills or hone existing one, LinkedIn recently announced. Social Media Today

    “AI will redefine how we think of jobs and career paths, and it will place more emphasis on skills rather than degree or pedigree.” — Tomer Cohen @CohenTomer of @LinkedIn Share on X

    What’s new and what’s working, in B2B channel partner marketing
    B2B partner marketing increased its use of video during 2023, along with the expanded use of AI, marketing automation tools, and partner segmentation, and MarTech recently took a close look at how these changes have affected the B2B channel partner marketing sector. MarTech

    2023 December 29 statistics image

    NY Times copyright suit wants OpenAI to delete all GPT instances
    The New York Times has has filed a copyright lawsuit against AI organization OpenAI and a number of the companies closely associated with the group including Microsoft, alleging that the firms copied and used millions of New York Times articles to build their AI models, The New York Times recently announced. Ars Technica

    YouTube Shares Ad Tips Based on Best-Performing Promotions of 2023
    Google’s YouTube property has published its annual selection of the top advertisements on the video platform, including a guide for marketers highlighting some of the elements that made the ads on the list the top successes in 2023, YouTube recently announced. Social Media Today

    Research: Why Gender Bias Persists, Even When Organizations Try to Curb It
    When it comes to the advancement of women into leadership positions, viewing biases have persisted even as progress has been made in valuing biases, and the Harvard Business Review recently took a close look at diagnosing bias and the steps that organizations can take to build more equitable workplaces. Harvard Business Review

    Big Tech is spending more than VC firms on AI startups
    Google, Microsoft and Amazon combined to account for some 75 percent of 2023’s $27 billion total investment in AI companies such as OpenAI and Anthropic, outpacing new technology spending from traditional venture capitalism organizations, according to newly-published data of interest to B2B marketers. Ars Technica


    2022 December 16 Marketoonist Comic Image

    A lighthearted look at “First-Party Data is Coming to Town” by Marketoonist Tom Fishburne — Marketoonist

    Five Times Mr. Burns Was Actually Kind of Lovable — Cracked


    • TopRank Marketing — Trends Forecast for 2024 — TBW
    • Donna Robinson / TopRank Marketing — Social Media Trends & Tips: Dec. 4-8 — Arik Hanson
    • Donna Robinson / TopRank Marketing — Using LinkedIn to Elevate B2B Influencer Marketing — LinkedIn (client)
    • Lee Odden / TopRank Marketing — Harnessing the Power of Connection: Lee Odden Top Rank Marketing [Podcast] — Tonka Talk
    • Lee Odden — Conferences for Marketing Professionals-Digital Marketing Trends 2024 — Priyanka Priyadarsini Swain


    Lisa Marcyes @lisa_marcyes
    Shira Rubinoff @Shirastweet
    Diana Ballard @DianaBallard18
    Kelly Hungerford @KDHungerford
    Justin Levy @justinlevy

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    Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope you’ll return 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.