B2B Marketing News: Personalization’s Rising Value For Brands, Advertisers Seek More CMOs, & Instagram’s New Reels Features

B2B customer journeys that begin at review sites are significantly shorterB2B buying journeys average 192 days in length, dropping by 63 percent when a buyer’s first touch is with a review website, while the buying process is significantly longer than average when first-touch channels are social or paid media — three of several findings of interest to B2B marketers contained in newly-released report data. MarTech Why personalization is more important than ever for brands 62 percent of consumers have said brands that don’t deliver personalized experiences will lose their loyalty, a figure that’s up seven percent from rates in 2021, while some 63 percent said they are fine with brand personalization efforts as long as they use voluntarily-shared first-part data, according to recently-released survey data. SmartBrief For Many Americans, Trust in Businesses Must Be Earned54 percent of U.S. adults have lost trust in a company or brand, with 42 percent switching to a competitor’s product, in an environment where 42 percent have said that they tend to trust companies and 39 percent said they don’t — four of the findings contained in newly-released survey data of interest to digital marketers. MarketingCharts “We often think of trust in a consumer context, but it’s just as critical — and even more complex — in B2B buying.” — Dara Schulenberg @dschulenberg of @awscloud Click To Tweet New Insights Highlight the Best Times to Post on Facebook and Twitter in 2022When it comes to the best times to post on social media platforms Twitter and Facebook, Tuesday and Wednesday were seen as top Twitter posting days for engagement, with Sunday the worst, while Tuesdays at noon and weekdays at 3:00 a.m. topped Facebook global engagement rates, according to recently-released Sprout Social data. Social Media Today Report: 94% of consumers want control over the information they share with companies85 percent of marketers said that trust and transparency directly correlate with advertising spending return-on-investment (ROI), with 88 percent have said they have concerns about data privacy laws — two of several statistics of interest to B2B marketers contained in newly-released survey data. VentureBeat YouTube BrandConnect Debuts Branded Shorts Packages In U.S. Following Successful PilotsGoogle’s YouTube video platform has rolled out an array of new brand advertising options with the launch of an expanded YouTube BrandConnect offering, including more short and long-form video possibilities and better integration with additional Google advertising services, the search giant recently announced. MediaPost Who’s Making the Decisions About Earned Media Spending?When it comes to making decisions about earned media spending, some 34 percent of public relations professionals have said that their CEO is the decision maker, with 15 percent pinpointing corporate-level PR and communication workers, and 12 percent saying corporate marketers, according to recently-released survey data of interest to online marketers. MarketingCharts Instagram Expands Access to Reels Templates, Adds New Music Recommendations for Reels ClipsMeta-owned Instagram has launched an expanded rollout of short-form video templates for users of its Reels video features, providing marketers with an easier way to begin using the short-form video function, including templates based on trending content, Instagram recently announced. Social Media Today Inflation’s Impact On Ad Spend Detailed In Merkle Report57 percent of U.S. senior marketers have said that they will increase paid search spending year-over-year, while 45 percent expressed concern over getting accurate performance reporting data amidst privacy regulations — two of numerous statistics of interest to digital marketers contained in newly-released Merkle report data. Search Engine Journal Report Finds Advertisers Insufficiently Trained, Should Have A ‘Chief Media Officer’73 percent of advertising executives found their investment in advertiser media training to be somewhat unsatisfactory, with the same percentage noting that advertisers should invest in a chief media officer role, while lack of budget was seen as a top obstacle, and the fastest-growing training area was fixing capability gaps, according to recently-released survey data. MediaPost ON THE LIGHTER SIDE: A lighthearted look at “friends, fans, and followers” by Marketoonist Tom Fishburne — Marketoonist It’s Not Too Late to Save the Metaverse — Wired TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — 5 ways content helps create a better user experience — Search Engine Land Joshua Nite — ABM lessons from Ted Lasso, customer buying processes, and social media guides — — Cronycle Have you run into your own top B2B marketing news this week? If so, please don’t hesitate to let us know in the comments below. Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for another selection of the most up-to-date and pertinent 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.

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