How B2B Businesses Can Get Omnichannel Sales Right B2B sellers now more often offer digital channels than in-person ones, and recent survey data shows that marketers also find digital channels more effective, and The Harvard Business Review recently examined the power of a more holistic and customer-centric approach to collaboration in B2B. Harvard Business Review Google parent company Alphabet broke $200 billion in annual revenue for the first time Google's parent firm Alphabet topped the $200 billion revenue mark during 2021, a year-over-year rise of some 41 percent to $257 billion, with Google advertising revenue for the fourth quarter of 2021 totaling over $61 billion, Alphabet recently announced. The Verge Microsoft’s ad revenue hit $10B, and it’s investing — is it a sleeping giant about to wake? During 2021 Microsoft recorded more than $10 billion in advertising revenue, with its search and news services achieving strong growth of 32 percent over the year, while overall 2021 revenue at the firm rose by 20 percent to $51.7 billion, Microsoft recently announced. Digiday Social Media Study Finds Only 18% Of Brands Understand What The Metaverse Means 39.5 percent of brand marketing and analytics executives said that Microsoft's LinkedIn (client) was the most trusted social media platform, followed by Instagram with 14 percent, while just 18 percent said that they understood how the metaverse will effect their brand, according to recently-released survey data of interest to digital marketers. MediaPost [bctt tweet="“When the metaverse is mainstream, will you be like the person who held on to their AOL account and fax machine?” — A. Lee Judge @ALeeJudge" username="toprank"] Instagram rolls out a new profile banner to display users' upcoming live streams Meta's Instagram platform has begun offering an expanded profile banner that can highlight future live-stream events on the platform, in a shift that could bring additional exposure opportunities to B2B marketers live-streaming on Instagram, the firm recently announced. TechCrunch Google kills FLoC, introduces Topics API as its next-gen targeting tech Google has introduced a new ad-targeting system proposal to replace its previous Federated Learning of Cohorts (FLoC) effort, a system called Topics that will be centered around some 300 broad topics initially, as the search giant seeks to phase out its use of third-party cookies and implement an alternative method of ad-targeting. Search Engine Land 
U.S. Podcast Ad Spend Spiked 21%, To $590M, In 2021 During 2021 podcast advertising spending increased by 21 percent, reaching $590 million, with technology, media, and finance as the top industries for podcast spending, and mid-roll ads being the most frequent, according to newly-released report report data of interest to online marketers. MediaPost New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers Members of the Gen Z demographic ranked a social media presence as a top way for brands to maintain relevance, and the group was the most likely to be upset because of a negative brand interaction, while it was also the least likely to report a positive customer experience with a brand — three of several findings of interest to B2B marketers contained in recently-released survey data. Social Media Today Twitter Adds Free Performance Ad Tools To Woo Advertisers Twitter has rolled out three new tools — Site Visits Optimization, Aggregated Measurement, and Events Manager — as part of the platform's foundational updates aimed at offering a more helpful hub for marketers, Twitter recently announced. MediaPost B2B Companies Are Struggling with These Lead Scoring Aspects 31 percent of B2B marketers say their firm has faced a challenge in getting widespread sales team adoption for lead scoring, while 30 percent said fully using firm data was also a top lead scoring obstacle, according to recently-released survey data of interest to B2B marketers. MarketingCharts ON THE LIGHTER SIDE: 
A lighthearted look at the “shiny new NFT syndrome” by Marketoonist Tom Fishburne — Marketoonist FTC Questions Merger Of Google With U.S. Government [Parody] — The Onion TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lee Odden — Top B2B Marketing Experts to Follow — Marketing Insider Group
- LinkedIn / TopRank Marketing — Scale Your Global Business With a Centralized Content Strategy (A LinkedIn Case Study) [Podcast] — Pam Didner
- TopRank Marketing — Chief Marketer Unveils the 2022 CM200 Top Marketing Agencies of 2022 — Chief Marketer
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