B2B Marketing News: 28th CMO Survey, Growing B2B Creative Confidence, Google Core Update Completed, New Linked Platform

The CMO Survey: The latest results. The 28th edition of The CMO Survey examines the issues top of mind for marketers including the latest focus for marketing activities, spending, jobs, and performance. Deloitte Majority of B2B leaders globally say “creative confidence” is growing: LinkedIn research from B2B Institute. 81% of senior B2B marketers believe B2B brands are increasingly producing creative campaigns that rival consumer brands. What's New in Publishing Google is combining Meet and Duo into a single app for voice and video calls. The new unified calling app offering rolls Duo’s functionality into Google Meet - The Verge Chasing TikTok, Meta rolls out new Reels features and expands Instagram Reels to 90 seconds. A new Sound Sync feature will be available on Facebook Reels along with support for longer Instagram Reels of up to 90 seconds, instead of 60 seconds, previously TechCrunch The B2B Marketing-Sales Divide: More Leads vs. Better Leads. B2B marketers say their biggest marketing concern is how to generate more leads, whereas B2B salespeople say their biggest marketing concern is how to improve lead quality, according to recent research from SharpSpring and Ascend2. MarketingProfs Digital revenues skyrocket for B2B businesses - B2B firms saw their revenue from digital channels skyrocket in the past two years. These companies say 40% of their revenue now comes from digital channels compared to 28% two years ago, according to Salesforce’s State of Commerce report. MarTech  2022 Demand Generation Benchmark Survey: Marketers Prioritizing Quality Over Quantity; Increasing Aggression Around Growth Initiatives. Demand Get Report

"In B2B, people don't buy for pleasure. They buy to alleviate pain. Alleviating pain brings them pleasure." Tamara McLeary, CEO at Thulium

LinkedIn Launches New ‘Business Manager’ Platform and a New B2B-Aligned Marketing Consultancy. B2B Edge will provide dedicated marketing and brand building advice based on academic research and first-party data. Social Media Today Google May 2022 core update is finished rolling out - This update took 15 days to roll out and is now done, you should now dig in and see how your site was impacted and what actions to take next. Search Engine Land Fortune 500 Marketers Say Shift Against Cookies to Lead to Increased Spend on Social, Search. Organic search and social media marketing are the most commonly used channels by Fortune 500 marketers, according to a study [pdf] from the Loyalty Research Center. MarketingCharts ON THE LIGHTER SIDE: the innovation funnel - "If we’re not careful, the innovation funnel leads to survival of the safest ideas."— Marketoonist TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden —  The Unsung Hero: 5 Underrated Benefits of B2B Content Marketing - LinkedIn Marketing Blog

If you've come across B2B marketing news stories we should know about, please don't hesitate to share in the comments below. Thank you for taking the time to join us for this week's TopRank Marketing B2B marketing news. We hope you'll return again next Friday for another collection of the most relevant research and newsworthy information about the B2B and digital marketing industry. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily B2B marketing updates.

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