Elevate B2B Marketing News: B2B Personalization Study, Content Driving More Revenue, Google’s New Link Guidelines, & Marketing Loyalty Data

B2C and B2B Customers Expect Personalized Content at Different Stages of the Purchase Journey 57 percent of B2B customers have said that they expect personalized content when discovering a company's products and services — compared with 22 percent of B2C customers, with greater overall personalization expected from B2B customers than from those in B2C at each of six buying stages, according to newly-published Adobe and Forrester survey data. MarketingCharts 38% of marketers shift strategy from customer acquisition to loyalty Roughly a third of marketing executives have said that they are hoping for more robust budgets in 2023 than in 2022, while over half noted that inflationary concerns had impacted their business — two of several findings of interest to B2B marketers contained in recently-released survey data. Marketing Dive [bctt tweet="“In the #B2B world today, your prospects and customers expect your advertising to deliver highly-personalized, tailored messaging to them. That's why for effective marketing, targeting customers at the right moment is key.” — @AnnabBrantley" username="toprank"] Where Are B2B Marketers Seeing Success with Chatbots for Demand Gen? 57 percent of B2B marketing professionals see chatbots as beneficial to gathering better audience knowledge, with 55 percent pinpointing the technology as being helpful for lead generation, while 43 percent said that chatbots can help when it comes to prospect education — three of the top 10 ways that chatbots were seen as benefiting demand generation according to newly-released report findings. MarketingCharts Google publishes new link best practices Search giant Google has updated its guidelines document relating to website linking best practices, including an array of new usage examples and handy access to the company's related link-checking tools, Google recently announced. Search Engine Land 82% of Marketers Say Content’s Importance As a Revenue Driver Has Grown 41 percent of marketers have looked to content marketing to create brand awareness, with 38 percent having tapped the tactic to generate sales and revenue, while 38 percent also said that the purpose of content marketing was to generate demand and leads and to build trust and credibility, according to newly-published survey data of interest to digital marketers. MarketingCharts Pinterest Expands Idea Pin Video Length to 5 Minutes B2B marketers using the Pinterest platform were recently given the ability to utilize video clips up to 5 minutes long — a significant expansion of the social media platform's previous 60-second limit for its Idea Pins feature, Pinterest has announced. Social Media Today Ad Execs Maintaining, Boosting 2023 Ad Budgets: Advertisers More Optimistic Than Agencies 54 percent of advertising executives has said that they planned to keep ad budgets steady during 2023, with 30 percent expecting an increase, while 10 percent planned to decrease ad budget spending, according to newly-published survey data of interest to B2B marketers. MediaPost Twitter Blue users can now post tweets with up to 4,000 characters Subscribers to Twitter’s Blue paid premium accounts have been giving the ability to create long-form tweets that contain up to 4,000 characters, presenting an array of new marketing possibilities on the traditionally short-form social media platform, Twitter recently announced. Engadget 3 new Google Analytics 4 updates B2B marketers using the latest version of Google Analytics 4 have access to several new features designed to streamline the reporting of large datasets, including options to toggle between more detailed results or faster reporting, along with several new one-click reporting options, Google recently announced. Search Engine Land 2023 will be a year of change and opportunity for social media A leading 30.3 percent of of U.S. social media users in 2023 will be from the millennial demographic, followed by 24.6 percent for those in Gen Z, 22.6 in Gen X, and 16.1 percent in the baby boomer segment, with the amount of Gen Z social users having overtaken those in Gen X since 2018, according to newly-published survey data of interest to B2B marketers. Insider Intelligence ON THE LIGHTER SIDE: A lighthearted look at “AI-Generated Sameness” by Marketoonist Tom Fishburne — Marketoonist What the Data Tells Us About Making a Great Super Bowl Ad — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lane R. Ellis — Community Connection: Lane Ellis Sets a Cross Country Skiing World Record — PBS North / The North 103.3 FM
• TopRank Marketing — Top 21 Marketing Podcasts — HireInfluence
• Lane R. Ellis — Microwave Creativity … Can ChatGPT rival or replace human writers? Is Generative Art truly original? — Gilbreath

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW: Justin Keller @justinkeller Pam Didner @PamDidner Peter Isaacson @peisaacson Corinne Sklar @csklar Joel Harrison @joel_b2beditor Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry. Have you come across a top B2B marketing news item for the week that we haven't yet mentioned? If so, please don't hesitate to drop us a line in the comments below. Thank you for taking the time to be with us for the Elevate B2B Marketing News, and we hope you will return again next Friday for another array of the most up-to-date and 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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