B2B Marketing News: Top B2B Investments For 2021, LinkedIn’s New Company Product Pages, Adobe’s CX Report, & Google’s 3D Search Content

B2B Businesses More Likely To Keep Third-Party Ad-Tracking Secrets From Customers 72 percent of B2B firms say they acknowledge ad tracking and don't inform customers, compared to some 58 percent of their B2C counterparts, according to recently-released survey data. The report also noted that B2B firms were twice as likely to rate third-party ad platforms as having done a good job of explaining how data is being used. MediaPost LinkedIn Adds New 'Products' Tab on Company Pages to Highlight Specific Products LinkedIn (client) has launched new product highlighting features to company pages on the platform, in the form of a products tab, allowing digital marketers to augment products with testimonials and customer endorsements, along with noting an additional forthcoming services marketplace feature, the Microsoft-owned firm recently announced. Social Media Today IAB 2021: Media Buyers Focus On Performance, View Data Privacy, Ad Tracking As Top Challenges Ad buyers have shifted focus to increased performance, while replacing the information formerly gathered by tracking cookies has become a top challenge, according to recently-released report data. Digital media will account for 71 percent of budget totals, according to the Interactive Advertising (IAB) report. MediaPost Reddit Announces New Partnership with Moat to Provide Third Party Verification on Ad Metrics Social news aggregator and discussion platform Reddit has announced integration with Oracle Data Cloud’s Moat service, a move that seeks to bolster Reddit’s campaign performance metrics as it courts a greater presence of B2B firms. Social Media Today Report: Americans Are Optimistic About 2021 59 percent of U.S. adults said they never want to hear the term “new normal” used again, according to recently-released survey data. The report also showed that consumers are seeking stability, and are ready to continue embracing the new technologies that have seen increased usage during the pandemic. MediaPost Top best practices for standout customer experiences in 2021 A continuing fine tuning of customer experience strategy will see brands playing greater roles in the lives of consumers, with particular success coming to brands that take a stance on corporate social justice, according to subject matter experts in a recently-released Adobe survey examining the evolving role of CX. CMO by Adobe Google releases Google Ads Editor v1.5 Google has offered new insight into a previously unannounced Google Ads Editor update, which has brought a more robust feature set to Google’s popular ad editing utility, the search giant recently announced. Search Engine Land As MarTech Spending Looks Set to Rise Again in 2021, Ease of Use Remains A Key Factor 2021 will see marketers increase spending on marketing technology, with ease of use, costs, customization, and the insights delivered among marketing and sales professionals’ top considerations, according to recently-released survey data of interest to digital marketers. MarketingCharts Google Search Streamed 3D Content Including Cars Google has offered a glimpse of streamed 3D content within search results for certain mobile users — an example of the type of new advertising format opportunities marketers may be increasingly optimizing for in 2021 and the coming years. SEO Roundtable Some B2B Firms Saw Revenue Increases Because Of COVID-19: Study Nearly one in five B2B firms said they will record revenue increases of at least 25 percent during 2020, with some 61 percent attributing the rise in revenue to conditions caused by the pandemic — two of several statistics of interest to digital marketers contained in new survey data. MediaPost ON THE LIGHTER SIDE: A lighthearted look at “targeted holiday advertising” by Marketoonist Tom Fishburne — Marketoonist The 30 most Onion-worthy headlines of 2020 — AdAge TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lane R. Ellis — Starting a Business in 2021? Read These Expert Tips First — Small Business Trends
• Dell Technologies — How CIOs and CMOs will ‘co-create’ in 2021 — CMO by Adobe

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below. Thanks for joining us for this special holiday edition of our B2B marketing news, and we hope that you will return again next Friday for more of the 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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