Elevate B2B Marketing News: B2B Marketing Budgets Rising, Thought Leadership’s Growing Role, Instagram’s New Notes, & Influencer Spending Climbs

Where Marketers Plan To Spend Budgets Across Advertising, Marketing In 202341 percent of marketers have said that they plan to increase their influencer marketing spending in 2023, with 34 percent of B2B marketers having noted that they plan to increase overall marketing budgets — two of several findings of interest to digital marketers contained in newly-released survey data. MediaPost Why tightly connected branding yields higher online B2B sales Despite 53 percent of B2B marketers noting that they have completed a purchase through a digital channel, how smoothly that process takes place is in need of improvement to reduce friction and complexity, according to recently-published Forrester Research report findings. Digital Commerce 360 Edelman, LinkedIn: Thought Leadership Can Propel B-to-B Marketers Through Economic DownturnSome 60 percent of B2B thought leadership producers have said that they see the content they produce helping to maintain their brand awareness during a downtown, while 61 percent said that content could be more effective at demonstrating value, according to newly-released B2B thought leadership report findings. Adweek Breaking the B2B Sales and Marketing Stalemate B2B marketers face obstacles when waiting too long to make necessary changes that drive confidence, collaboration, and trust, often postponing decisions that create legitimate change, and the Association of National Advertisers (ANA) takes a look at some of the ways that marketers are overcoming these challenges. ANA “In an era of reduced demand, the best sales organizations will invest more of their time nurturing existing relationships and mapping out new strategic relationships they need to build.” — Alyssa Merwin Henderson of @LinkedIn Click To Tweet The Biggest Obstacles to Succeeding With Data-Driven B2B Marketing67 percent of B2B sales and marketing decision makers have said that they are either fairly or completely confident in their overall marketing and sales data quality, while 34 percent pinpointed inaccurate customer data as a key obstacle when it comes to data-driven marketing — two of several statistics of interest to B2B marketers contained in recently-published Dun & Bradstreet report data. MarketingProfs Twitter Rival Mastodon Sees Traffic Skyrocket 588%, With 9.5M VisitsDeveloping social media platform Mastodon saw visitor traffic climb by 588 percent during November, with the greatest number of users accessing the Twitter-rival from the U.S., Germany, and the U.K., according to newly-released traffic analysis data on interest to digital marketers. MediaPost As influencer marketing grows up, brands, agencies experiment with new content tools like bots89 percent of marketers presently utilizing influencer marketing expect to maintain or increase their investment in it during 2023, while the 2022 global influencer market will reach $16.4 billion — up from $13.8 billion during 2021, according to recently published data. DigiDay The Types of Social Media Content Employees Are Most Likely to ShareWhen it comes to the type of social media content an organization’s employees are most apt to share, a leading 54 percent of employees engaged on social media said that they preferred sharing educational content and employee updates, with 47 percent having pinpointed company content, and 45 percent having noted trending topic commentary, according to newly-released survey data. MarketingProfs Instagram now supports text updates with launch of Notes, adds other new sharing featuresMeta-owned Instagram has rolled out a text-and-emoji-only Notes feature, which will allow users to send short private messages that don’t require the platform’s traditional photo or video content — one of several new additions included in the platform’s latest update, Instagram recently announced. TechCrunch Are B2B Go-to-Market Teams Aligned on Common Goals?Just 18 percent of B2B sales, operations, and marketing leaders have said their sales and marketing teams are working from the same view of data, while those using account-based-marketing (ABM) noted that budget was the leading obstacle to ABM success, according to newly-published survey data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “First-Party Data is Coming to Town” by Marketoonist Tom Fishburne — Marketoonist Remaining Twitter Employees Form Ska Band — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS: TopRank Marketing — The Annual List of the Top Brand Engagement and Activation Agencies Serving the U.S. — Chief Marketer Lee Odden — The 12 Vital Disciplines of Top Digital Marketers — Cooler Insights Lane R. Ellis / TopRank Marketing — This Week in Marketing: Looking Back and Planning Ahead — LinkedIn (client) TopRank Marketing — The Top Marketing Channels, And How They’ll Change in 2023 — HubSpot Have you found a top B2B marketing news item for the week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below. Thanks for joining us this week for the 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 for even more timely daily news.

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