B2B Marketing News: How B2B Tech Marketing Is Changing, The Rising Influence of Online Communities, B2B Sales & Marketing Sharing Study, & Brand vs Direct Response Campaign Report

New Channels, Better Targeting: How B2B Tech Marketing Is Changing [Survey] 54 percent of global B2B marketers plan to use more marketing channels during 2021, and 51 percent say they are seeking out new ways to tell their brand's stories — two of several statistics of interest to digital marketers in newly-released report data from Spotify and WARC. MarketingProfs New Report Looks at the Rising Influence of Online Communities 77 percent of consumers say that online groups are the single most important communities in their lives, a trend that has increased during the pandemic, according to recently-released global survey data. Social Media Today Twitter announces paid Super Follows to let you charge for tweets Twitter has announced a selection of payment tools that will allow online publishers to provide exclusive content on the social platform, while a new Twitter Communities feature will bring topic-specific groups to the platform. The Verge Facebook Shares New Research into the Comparative Performance of Brand vs Direct Response Campaigns Facebook has published results from three-year examination of 500 brand and direct response (DR) marketing campaigns, detailing how effectiveness varies across industries and target audiences, the social media giant recently announced. Social Media Today 62% of People Say Customer Photos Influence Purchase Decisions Some 62 percent of consumers say they are more likely to make a purchase when they can first see customer photos and videos, according to recently-released survey data, also showing that other customer-created content also influences purchase decisions. Search Engine Journal Does ‘brand purpose’ messaging actually impact consumer behavior? 82 percent of consumers say that they would pay more to choose a brand that supports a cause that is important to them, and 43 percent say they would pay twice as much to support such brands, according to newly-released survey data of interest to digital marketers. Campaign US Brandwatch is acquired by Cision for $450M, creating a PR, marketing and social listening giant Communication and public relations giant Cision has acquired social media listening platform Brandwatch for $450 million, in a move that will also see BuzzSumo among Cision's properties, the firm recently announced. TechCrunch TikTok, Facebook Are America's Least-Trusted Platforms, 61% Want Tech Giants Regulated TikTok, Facebook, and Twitter were the least-trusted platforms among U.S. consumers, while Google, Amazon, Microsoft and Apple occupied the most-trusted spots, according to recently-released November 2020 survey data. MediaPost Google’s Message To The Ad Industry: We Won’t Build Our Own Third-Party Cookie Alternatives (And We Don’t Want You To Either) Search giant Google announced that it does not plan to implement alternative tracking methods once it ceases online tracking cookie support in its Chrome web browser, and voiced its disapproval of email-based tracking alternatives — moves that have caused advertising industry speculation about the future importance of first-party data among digital marketers. AdExchanger Fewer Than Half of B2B SMBs Report Shared KPIs for Marketing and Sales Ideal customer profiles (ICPs) are the least shared among sales and marketing teams, while regular joint meetings between the two departments are the most frequency activities shared, according to recently-released B2B marketing and sales collaboration survey data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “sustainability marketing” by Marketoonist Tom Fishburne — Marketoonist Trader Joe's, Great Value 'Most Loved Brands' — MediaPost TOPRANK MARKETING & CLIENTS IN THE NEWS:

• SAP — NBCUniversal, Ad Council, and SAP Execs on the Power of Purpose-Led Marketing — Adweek

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