Do Most B2B Marketers Gate Content? [Study] 64 percent of B2B marketers utilize gated content to obtain prospect and customer information, with some 5 percent always gating their content and 34 percent sometimes using gating, according to recently-released survey data of interest to digital marketers. MarketingProfs Global social media ad spend jumps 56.4% in Q3 Social media advertising spending climbed 56.4 percent globally during the third quarter, while in North America the increase was even greater at 61.7 percent, and video content longer than five minutes saw 70.4 percent greater reach than that having shorter durations, according to recently-release report data. The Drum LinkedIn Up to 722 Million Members, Continues to See 'Record Levels of Engagement' LinkedIn saw a 31 percent increase in sessions during the most recent quarter, accompanied by a 16 percent growth in revenue year-over-year led by LinkedIn Marketing Solutions (client), while the Microsoft-owned platform's 722 million users achieved record levels of engagement, the firm recently reported . Social Media Today YouTube revamps its mobile app with new gestures, video chapter lists and more YouTube has rolled out new mobile app gestures for additional video chapter control, while also making its captioning features more accessible, along with other features including a nighttime reminder function, the Google-owned platform recently announced. TechCrunch Facebook Steps Into Cloud Gaming With Playable Ads Facebook has given a limited roll out to playable ads for the platforms cloud-streamed gaming feature, offering a glimpse of the type of spots that will increasingly blur the lines between ad and game, the social media giant recently announced. MediaPost CX: What's Next? Brands Forced To Respond To Changing Customer Patterns 13 percent of businesses plan to invest in social listening or media monitoring tools for customer experience (CX) in 2021, while 79 percent of CX leaders say that the global health crisis has caused an increase in brand digital interactions — two of several statistics of interest to online marketers contained in recently-released survey data. MediaPost 
400,000 Articles Analyzed: Here’s What We Learned About Content Engagement Content that resonates well and drives engagement on one social media platform may perform poorly on another, especially when the two are Facebook and Twitter, according to newly-released survey data gathered from some 400,000 pieces of content analyzed by BuzzSumo. BuzzSumo Deloitte’s 7 marketing trends for 2021 include agile, digital transformation Uncertainty caused by the pandemic has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. Among the trends the report highlights are greater brand purpose, agile marketing strategies, and more authentic connections. MarTech Today Where Are Marketers Struggling with Lead Conversion? 43 percent of marketing and sales professionals at B2B and B2C firms say that they have experienced difficulty collecting enough lead data, and 41 percent find lead follow-up problematic — two insights from recently-released survey data of interest to digital marketers. Marketing Charts Survey: US B2B decision-maker response to COVID-19 crisis More than 90 percent of B2B decision makers believe the uptick in remote and digital experiences brought about by the pandemic will endure once the global health crisis subsides, while less than 30 percent of B2B buyers say that they would prefer a return to in-person sales interactions in post-pandemic times — two of several statistics of interest to digital marketers in newly-released survey data. McKinsey ON THE LIGHTER SIDE: 
A lighthearted look at “changing customer needs” by Marketoonist Tom Fishburne — Marketoonist Confused Army Corp Of Engineers Trying To Find Out What Big Blue Cable Connected To Country Does — The Onion TOPRANK MARKETING & CLIENTS IN THE NEWS:
- TopRank Marketing — Top 20 Digital Marketing Blogs and Their Specialties — Rank Company
- Lee Odden — Devising Influencer Marketing Campaigns — Evans on Marketing
The post B2B Marketing News: B2B Content Gating Study, Social Ad Spend Soars, Facebook’s New Playable Ads, & New B2B Marketer Pandemic Response Insights appeared first on B2B Marketing Blog - TopRank®.
Article Source: http://bathseoexpert.blogspot.com/2020/10/b2b-marketing-news-b2b-content-gating.html
Marketing activities that boost trust can help overcome the confidence debt that has risen during the pandemic, such as those our CEO 
Each year firms produce reports based on the examination of social publishing data in an attempt to pinpoint the top times to publish on various platforms, such as Sprout Social's "
Facebook opens Messenger API to Instagram messaging for businesses Facebook has launched an updated Messenger API that will allow for new automated responses and other integration features that aim to ease business communication via Instagram, Facebook recently announced. 
A lighthearted look at “generic advertising 'in these uncertain times'” by Marketoonist Tom Fishburne — 
“If you want to create a piece of content about a topic, but you can’t create the best one, why are you creating it? If you don’t truly believe that you can outdo your competitors in the space for that function, then what are you wasting your time on?” “Whether you earn it or whether it’s paid for, you’re going to need more voices putting out there what you’re about so that not only people see you, but you begin to be associated with that thing at a critical mass.” [bctt tweet="“If you want to create a piece of content about a topic, but you can’t create the best one, why are you creating it?” @halwerner" username="toprank"] Watch our full interview with Hal in "
“As content creators, sometimes we try to do everything that we possibly can on every channel. I think it’s important for content teams and marketing teams to go back and say, 'What do we need to stop doing? What are we doing that really isn’t giving us the result that we’d like? And how can we then focus more on the things that are working?' So ask yourselves, 'What can we stop doing today, so we have more time to do the things we’re really good at?'” [bctt tweet="“It’s important for content and marketing teams to go back and say, 'What do we need to stop doing? What are we doing that isn’t giving us the result we’d like? How can we then focus more on the things that are working?'” @EditorStahl" username="toprank"] Watch our full interview with Stephanie in "
“The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective. What marketers need to think about is, how do I orchestrate multiple channels together?” [bctt tweet="“The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective. What marketers need to think about is, how do I orchestrate multiple channels together?” @jonmiller" username="toprank"] Watch our full interview with Jon in "
“These days, the way you build the trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and your digital presence.” [bctt tweet="“The way you build the trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and digital presence.” @AdiBacharReske" username="toprank"] Watch our full interview with Adi in "
“When an organization can deliver strong content that helps inform people, it only builds that trust. Ultimately, people just want information that’s helpful to them. Especially with digital, it’s very easy today to try a new type of message, or a new way of communicating to someone. Let’s say you never blogged before, why not try a blog? Let’s say you never did email marketing, why not try it? Or a new type of message? The worst that can happen is you measure it, you learn from it, and you try something new.” [bctt tweet="“When an organization can deliver strong content that helps inform people, it only builds that trust. Ultimately, people just want information that’s helpful to them.” @BosCreativeCopy" username="toprank"] Watch our full interview with Emily in "
“We have to be able to give our customers as much information as we can, and take them as close to the line of purchase — to the experience of purchase — as we can.” “People can see through fake attempts to build trust. It’s hard for consumers to just believe a brand when they say they can do a thing. So if you have other people who say you can do a thing and you can do it well, and they can be your advocates, that’s really powerful.” [bctt tweet="“It’s hard for consumers to just believe a brand when they say they can do a thing. So if you have other people who say you can do a thing and you can do it well, and they can be your advocates, that’s really powerful.” @mmagnarelli" username="toprank"] Watch our full interview with Margaret in "
“It’s about building a relationship that’s built on trust, not on hype. If you’ve built that trust and you’re adding that value to them that they trust you’re interested in their success, and you’re providing information and content and messaging and whatever it is, that will help them be successful.” [bctt tweet="“It’s about building a relationship that’s built on trust, not on hype.” @Gary_Gerber" username="toprank"] Watch our full interview with Gary in "
“We believe that data is the future of B2B marketing. If the goal is to deliver a better customer experience, you’ve got to break down those data silos.” “Once you consolidate all your data silos onto one bed, so to speak — in this case a customer intelligence platform or customer data platform or whatever you want to use — once you combine all that data, that’s when you start to see all the insights of your customers. All marketers should have empathy. What drives customer-centricity is empathy.” [bctt tweet="“We believe that data is the future of B2B marketing. If the goal is to deliver a better customer experience, you’ve got to break down those data silos.” @kgee" username="toprank"] Watch our full interview with Kelvin in "
“Historically, marketing and sales have kind of been at odds a bit, which is unfortunate, but ABM brings the two together. The key to that is understanding the sales cycle, and understanding how sellers think and what they’re up against. The continuum should be from target account marketing, to ABM, to one-to-one ABM, all the way across that scale.” “You have to let go of templatized, old ideas. You have to break free of thinking about things the way we’ve always thought about them, and start really digging into how you can change what you’re doing and make it more efficient, more effective, but be creative about that.” [bctt tweet="“You have to let go of templatized old ideas to break free of thinking about things the way we’ve always thought about them and start digging into how you can change what you’re doing and make it more efficient and effective.” @DannyNail" username="toprank"] Watch our full interview with Danny in "
“It really starts with understanding what customer needs are — where are their pain points — are there new and creative ways that we can help address those needs and pain points?” [bctt tweet="“It really starts with understanding what customer needs are — where are their pain points — are there new and creative ways that we can help address those needs and pain points?” — Julie Brown" username="toprank"] Watch our full interview with Julie in "
“There’s so much data out there. We’re so busy with emails and meetings that you can really get stuck in a rut and forget to take the time to step back and look at the bigger picture.” “You also have to take stock sometimes and really look at your overall process, you can’t always be in the execution mode, you have to look at end to end, the processes and making sure that you’re developing kind of a holistic approach and not just selling a unit. You’ve got to think about your strategy and make sure you’re still aligned with that in what you’re doing day to day.” [bctt tweet="“There’s so much data out there. We’re so busy with emails and meetings that you can really get stuck in a rut and forget to take the time to step back and look at the bigger picture.” — Andre Ortolon" username="toprank"] Watch our full interview with Andre in "
“I think it’s really important content marketing is not a campaign, it’s not a project, it’s not a one-off. We like to talk about our content channels and process like products, you know, you really need to invest in them. It’s a long-term strategy. It’s something that you really have to think about how you build a long-term committed relationship with that user – it’s not a one-and-done. There’s never really an end to it. It’s continuous and iterative.” [bctt tweet="“You really have to think about how you build a long-term committed relationship with the user – it’s not a one-and-done. There’s never really an end to it. It’s continuous and iterative.” @amandatodo" username="toprank"] Watch our full interview with Amanda in "
“Do not just start calling influencers and say, 'I’m doing this campaign, do you want to be a part of it?' and be very prescriptive. You want to invite people to be in your program first and then do some brainstorming with them and see what they like, how they like to interact or what they like to do for companies.” [bctt tweet="“You want to invite people to be in your program first and then do some brainstorming with them and see what they like, how they like to interact or what they like to do for companies.” @AmishaGandhi" username="toprank"] Watch our full interview with Amisha in "
“The holistic content marketing world, which is non-campaign focused, continues to proliferate. It’s going to get better, but most agencies out there are still so campaign focused — that’s what they’ve been doing for decades. Getting out of that mindset, even from a logistics standpoint, is harder for an agency to do. Not to say that agencies can’t continually be involved in longer-term content marketing engagements, but it’s just it’s a different beast, a different animal than the typical world that they’ve been in for decades.” [bctt tweet="“Most agencies out there are still so campaign focused —that’s what they’ve been doing for decades. Getting out of that mindset, even from a logistics standpoint, is harder for an agency to do.” @brodydorland" username="toprank"] Watch our full interview with Brody in "
“It takes a human element that cannot be taken out of this equation. If you can make data something that people associate with you, they trust you more, you can connect with them more, and you can tell better stories. All those things you want as a content marketer, as a B2B marketer, data can actually do for you. It’s not just good writing, good storytelling, and good creative anymore.” [bctt tweet="“All those things you want as a content marketer, as a B2B marketer, data can actually do for you. It’s not just good writing, good storytelling, and good creative anymore.” @clareondrey" username="toprank"] Watch our full interview with Clare in "
“What’s the customer journey? And what are the content pieces we want to develop? And what are the voices we want to have in each of them, and how to then activate and amplify those?” [bctt tweet="“What are the content pieces we want to develop? What are the voices we want to have in each of them, and how to then activate and amplify those?” @JanineWegner" username="toprank"] Watch our full interview with Janine in "
“We try to do mainly two things: build trust and also provide value. We want them to trust this and to think of us as the place to go that provides value from the very beginning of the relationship, from the first time they go to the website – oh yeah, this is really good. It’s providing me the answers to my questions and knowledge I need, it’s saving me money” [bctt tweet="“We try to do mainly two things: build trust and also provide value. It’s providing me the answers to my questions and the knowledge I need, and saving me money.” @mrjohnjoyce" username="toprank"] Watch our full interview with John in "
“Relevancy and engagement are what’s important. Are the influencers actually experts in the areas you want to talk about? And are they going to have credibility with their end users? And then are they going to shed credibility onto your brand as a result?” [bctt tweet="“Relevancy and engagement are what’s important. Are the influencers actually experts in the areas you want to talk about? And are they going to have credibility with their end users?” @judytian07" username="toprank"] Watch our full interview with Judy in "
“Focus on culture. There’s still a misconception that culture is about only HR. But culture is something that’s pervasive throughout the organization, and why we choose to work somewhere, why we choose to engage with the brand.” [bctt tweet="“There’s still a misconception that culture is about only HR. Culture is something that’s pervasive throughout the organization, and why we choose to work somewhere, why we choose to engage with a brand.” @MalihaQ" username="toprank"] Watch our full interview with Maliha in "
“You can’t solve personalization before you solve customer understanding. At the top of the funnel, keep it very basic and personalize at a high level.” [bctt tweet="“You can’t solve personalization before you solve customer understanding. At the top of the funnel, keep it very basic and personalize at a high level.” @RtMixMktg" username="toprank"] Watch our full interview with Tom in "
“I see the IT space and the marketing space are starting to come together so much more — particularly when you think about martech. We learned that it wasn't enough to just be marketing coming to IT with an answer. We really needed to involve our IT partners upfront in the process.” [bctt tweet="“The IT space and the marketing space are starting to come together so much more — particularly when you think about martech.” @zvenhaus" username="toprank"] Watch our full interview with Zari in "
“Video marketing is intriguing, because it brings in real-life storytelling. The biggest factor in successful video content is cohesiveness of vision.” [bctt tweet="“Video marketing is intriguing, because it brings in real-life storytelling. The biggest factor in successful video content is cohesiveness of vision.” @adamjdunn" username="toprank"] Watch our full interview with Adam in "
“Assume good intent from the people around you as you’re going through change behaviors.” [bctt tweet="“Assume good intent from the people around you as you’re going through change behaviors.” @cljardine" username="toprank"] Watch our full interview with Carol-Lyn in "
“It’s about bringing all the channels together to create that seamless experience for the end user, and that person who you want to book a meeting with or have a signed contract with or whatever else you need from them. I think it’s just about being okay with being yourself and incorporating that into your whole corporate brand.” [bctt tweet="“It’s about bringing all the channels together to create that seamless experience for the end user, and that person who you want to book a meeting with or have a signed contract with or whatever else you need from them.” @sruthikkumar" username="toprank"] Watch our full interview with Sruthi in "
“You look at the tools that we have at our disposal as CMOs, and it’s sort of like we are a Model T trying to get to the moon. I think the challenge that we have is only 13 percent of sales and marketing teams have any confidence in their data.” [bctt tweet="“You look at the tools that we have at our disposal as CMOs, and it’s sort of like we are a Model T trying to get to the moon.” @LataneConant" username="toprank"] Watch our full interview with Latane in "
“It’s the experience you give, it’s the way you’re able to connect and interact with audiences that matters. Because that’s where you’re going to get the real data. That’s where you’re going to learn a lot about them. You want to create an environment where people are doing stuff, and it’s a multi-touch content experience.” “We need to find ways to get people who want our marketing to opt into our marketing. At a time when all of this digital noise is scaring them away. We need to bring them back in through more authentic, more human, more experiential marketing.” [bctt tweet="“We need to find ways to get people who want our marketing to opt in. At a time when all of this digital noise is scaring them away, we need to bring them back in through more authentic, human, and experiential marketing.” @4markb" username="toprank"] Watch our full interview with Mark in "
“You really have to be cognizant of what is unique to each market. What’s the consumer behavior? Or what’s the consumer expectation within a given market or appetite for a type of execution. Be very much aware of the environment and the key nuances that are needed to effectively drive marketing in a region.” [bctt tweet="“You really have to be cognizant of what is unique to each market. What’s the consumer behavior? Or what’s the consumer expectation within a given market or appetite for a type of execution.” — Sofia O’Malley" username="toprank"] Watch our full interview with Sofia in "
“When you look at being able to bring people together, it’s about creating a common message, a common purpose, and a common effort with everything that you do and how you go to market. Ensure that you have consistency of messaging to a target persona and target audience, regardless of what channel they’re choosing to interact with you on.” “The balance of power of information has shifted from the vendors to the consumers, to the buyers, and they can now go and search for information much more readily — much more freely — and they want that choice of how and when they choose to interact with you.” [bctt tweet="“When you look at being able to bring people together, it’s about creating a common message, a common purpose, and a common effort with everything that you do and how you go to market.” @seantcrowley" username="toprank"] Watch our full interview with Sean in "