Thursday, May 6Digital Transformation
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B2B Marketing News: B2B Tech Content Marketing Priorities, Spotify Podcast Audience Tops Apple, & LinkedIn’s New Video Cover Stories

2021 April 2 CMI MarketingProfs Chart

More B2B Tech Content Marketers Successfully Building Trust, Loyalty
86 percent of B2B technology marketers have said that they rate their content marketing efforts as being successful, while 88 percent attributed that success to providing content that offers value — two of several findings of interest to digital marketers in recently-released report data. MarketingCharts

B2B Buyers Prefer Email Over Other Channels, Especially Older Generations, Study Finds
Email is the leading overall communication channel among B2B decision makers, preferred by 54 percent of millennials and 60 percent of members of older generations, while 51 percent of millennials said they see digital purchasing channels as fostering more personalized solutions, according to newly-released survey data. MediaPost

LinkedIn Adds New Profile Features, Including Video Cover Stories and ‘Creator Mode’
Microsoft-owned LinkedIn (client) has announced an array of new features that will bring a range of new creative options to B2B marketers in a forthcoming rollout, including the addition of video profile cover stories, a new creator mode, along with new LinkedIn Live broadcaster options, the firm recently announced. Social Media Today

Why People Unsubscribed During the Pandemic
38 percent of people have said that the pandemic hasn’t changed the likelihood of opening emails from brands, while the top factors for unsubscribing from brand emails included being contacted too frequently, receiving politicized content, and getting content that hasn’t been personalized — several of the statistics included in recently-released survey data. MarketingProfs

Forecast Says Spotify to Overtake Apple in Podcast Audience Size
Spotify’s podcast listener numbers are expected to increase to 37.5 million by 2023, and to overtake Apple in 2021, in a booming market that is expected to see ad spending of more than $1.5 billion by 2022, according to recently-released forecast data. MarketingCharts

Most Marketers Are Also Trapped At Home During Pandemic, Study Finds
More than 75 percent of marketers say that they are working from home, and 53 percent said that their workload had increased during the pandemic, according to newly-released survey data of interest to digital marketers. MediaPost

2021 April 2 Statistics Image

Twitter Spaces Will Soon Been Accessible Via Desktop PCs
Twitter’s audio-centric Twitter Spaces feature will become available from desktop computers in a forthcoming change that will allow broadcasters on the platform easier access to high quality microphones, a move that could also expand audiences, the firm recently announced. Social Media Today

Mobile advertising trends: Google leads in scale, while Facebook dominates quality
When it comes to mobile app user retention, Google moved farther ahead of Facebook during the second half of 2020, according to AppsFlyer’s twelfth-annual Performance Index report, which also showed a 20 percent drop in app installations on Apple’s iOS. Netimperative

GroupM Revises U.S. Ad Outlook Upward: Cites Improved Economy, Effects Of Federal Stimulus
Ad spending in the U.S. is expected to grow by over nine percent during 2021, a sharp turnaround from the two percent decrease seen in 2020, according to newly-released forecast data from GroupM of interest to digital marketers. MediaPost

Technology Content Marketers’ Priorities [Report]
Content marketers in the technology sector expect investment in website enhancements to be their organization’s top area of investment during 2021, followed by content creation, all forms of events, and paid content distribution, according to recently-released survey data. MarketingProfs

ON THE LIGHTER SIDE:

2021 April 2 Marketoonist Comic

A lighthearted look at “metrics metrics everywhere” by Marketoonist Tom Fishburne — Marketoonist

Priceless NFT Artwork Vandalized With Spray Paint Tool — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Learn Why and How Executives Should Become Active on Social Media — LinkedIn (client)
  • Lee Odden — 10 Virtual Events to Put You at the Top of Your B2B Game — True Influence
  • Lee Odden — Top 99 Digital Marketing & Growth Hacking Quotes — GrowthRocks

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thank you for tuning in for the TopRank Marketing B2B marketing news, and we hope that you will return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

 

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