B2B Marketing News: Marketer Optimism Soars, LinkedIn’s Thought Leadership Impact Report, Google’s Newsletter Project, & Media Budget Trends

2021 September 24 MediaPost CMO Survey Chart

2021 September 24 MediaPost CMO Survey Chart

What New Approaches Are B2B Execs Taking with Their Nurture Programs?
49 percent of B2B marketing sales and technology executives say they’ve started using content engagement data, with 44 percent having begun using account-based nurturing, while some 37 percent say that they’ve started using intent data, according to recently-released survey data exploring new approaches to B2B lead nurturing. MarketingCharts

Intuit confirms $12B deal to buy Mailchimp
Financial software firm Intuit will acquire marketing automation platform and email marketing service Mailchimp for some $12 billion, making Mailchimp a brand within Intuit’s portfolio and expanding its small business focus, Intuit recently announced. TechCrunch

LinkedIn launches a $25M fund for creators, will test Clubhouse-style audio feature in coming weeks
Microsoft-owned LinkedIn (client) has rolled out a $25 million creator fund that will play a role in the professional social media platform’s new Creator Accelerator Program, and form a pillar in efforts to expand engagement among its 774 million users, LinkedIn recently announced. TechCrunch

Where Are Media Budgets Trending for Next Year?
A net 76 percent of marketers plan to expand their media budget for digital video during 2022, representing the top area of media expansion planned for next year, followed by branded content by influencers at 71 percent and social media story ads at 70 percent — one of several statistics of interest to B2B marketers contained in recently-released survey data. MarketingCharts

2021 TopRank Marketing B2B Influencer Marketing Survey Image

More information on how Google generates titles for web page results
Google’s Search Central online developer community has released updated guidance on some of the sizable array of elements it considers in pulling together search result page titles — including traditional title tags, half-empty, obsolete, inaccurate, and micro-boilerplate titles, the search giant recently announced. Google Search Central

The State of Video Marketing in 2021 [Infographic]
The number of businesses utilizing video in marketing efforts rose from 63 percent in 2017 to some 86 percent during 2021, while 90 percent of Instagram users say they follow a business on the Facebook-owned platform — two of several statistics of interest to online marketers contained in recently-released infographic data. MarketingProfs

Google’s Area 120 team jumps on the latest media trend in its new app
Google has begun accepting invitations to test its new newsletter creation app Museletter, which is poised to offer features for sharing content in newsletter and other formats, and which includes options to offer paid subscriptions, Google recently announced. Android Police

2021 September 24 Statistics Image

4 Key Revelations from the Edelman-LinkedIn 2021 B2B Thought Leadership Impact Study
56 percent of buyers say if thought leadership content doesn’t persuade them within a minute they’ll disengage, while 73 percent of buyers say they seek out thought leadership content in order to stay up-to-date with timely industry insight — two of numerous findings of interest to B2B marketers contained in newly-released report data. LinkedIn

Twitter Experiments with New Visual Editor, Which Would Incorporate Fleets Tools
Twitter has begun testing an updated visual editor for creating messages on its social platform, with new features that include cropping, stickers, plain-text visuals, and other elements, some derived from Twitter’s recently-retired story-format ‘fleets’ editor. Social Media Today

Marketer Optimism Hits Highest Point Since 2015, Delta Variant Signals New Crash
During august 2021 marketing executives optimism about the U.S. economy recorded its highest figure since 2015, with a 69.6 optimism rating on a 100-point scale, according to recently-released joint survey data from Duke University’s Fuqua School of Business, Deloitte, and the American Marketing Association. MediaPost

ON THE LIGHTER SIDE:
2021 September 24 Marketoonist Comic Image

A lighthearted look at the “evidence-based marketing” by Marketoonist Tom Fishburne — Marketoonist

This Atmospheric Spot for Maersk Promotes the Brand’s New Logistics Services — Adweek

Home computing pioneer Sir Clive Sinclair dies aged 81 — The Guardian

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Debbie Friez / TopRank Marketing — What’s Trending: Brand Recognition and Resonance — LinkedIn (client)
  • Lee Odden — Boosting Engagement with Interactive Content — Velocitize
  • TopRank Marketing — Dorie Clark In The News, 2021 — Dorie Clark

Have you come across your own top B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us and explore this week’s TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the week’s most 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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