B2B Marketing News: B2B Brand Awareness Data, New Salesforce & HubSpot Reports, YouTube Adds Guest Streaming, & Rising Digital Ad Spend

B2B brands shouldn’t fear rejection, but being unknown
91 percent of potential customers don’t actively reject any B2B brands, while increasing brand awareness remains one of the top challenge that B2B marketers face, as unawareness has significant variability by brand, according to newly-released report data from The B2B Institute. Marketing Week

[bctt tweet=”“The marketing industry treats B2B like it’s some weird niche that we can just ignore. But B2B isn’t a niche — it’s a goldmine. Half the economy is B2B. And it’s the better half.” — Peter Weinberg of @b2binstitute” username=”toprank”]

Overheard at B2B World Fest: ‘Pursue passion and purpose, and profits will follow’
B2B marketing has taken a move towards offering more experimental content including sight, sound, and motion, while B2B organization employees are increasingly seeing improvements to their well-being as more important than career advancement — two of several findings of interest to B2B marketers shared during the B2B World Fest event, as The Drum examines. The Drum

YouTube Announces Expanded Roll-Out of its Live-Stream Guests Feature
Google’s YouTube video platform has announced that soon channels with more than 50 subscribers will have access to a variety of new live guest streaming options, offering greater engagement-building opportunities for B2B influencers and creators, as the platform rolls our its Go Live Together feature. Social Media Today

HubSpot Releases The State of Partner Ops and Programs Report, Detailing the Business Impact of Partner Ecosystems
77 percent of organizations have technology partners, which were ranked as the most important type of partner overall, while 65 percent view partnerships as essential to future growth — three of numerous findings of interest to digital marketers contained in newly-publish HubSpot parner ecosystem report data. HubSpot

Digital will account for 71.8% of US media ad spend this year, up 16 percentage points from 2019—and growing
71.8 percent of total U.S. media spending will be comprised of digital by the end of 2022, up from 55.6 percent in 2019, and will reach $248.7 billion — a 12.5 percent increase from 2021, while search is expected to account for 40.6 percent of digital ad spending, according to newly-published forecast data. Insider Intelligence

LinkedIn Launches New Code Training Integration with GitHub, Enhanced LinkedIn Learning Options
Microsoft-owned LinkedIn (client) and its LinkedIn Learning platform has implemented new integration with developer community GitHub that provides software development learning and practice options, in addition to a new career path process for technology roles, along with additional new features on the platform, LinkedIn recently announced. Social Media Today

Instagram is updating its web interface to take advantage of large screens
Meta’s Instagram social platform has begun rolling out a web interface that better utilizes desktop screen real estate, showing more platform content in areas that previously have been white space when viewed on desktop computers, Instagram recently announced. TechCrunch

Substack Sets Its Sights On Twitter With New Chat Feature
Digital publishing and newsletter platform Substack has rolled out the ability for authors to chat with audiences — a move aimed at better positioning the platform to offer helpful options to consumers who have left Twitter in light of recent ownership changes, Substack recently announced. Search Engine Journal

LinkedIn Shares Key Best Practices to Help Build Your Presence in the App
LinkedIn has launched a newly-published 13-page guide that is focused on content creation aimed at driving positive brand association, including strategy surrounding so-called brand-to-demand and an array of thought leadership insights, the professional social media platform announced recently. Social Media Today

Always look on the bright side of life! Salesforce’s State of Marketing report reveals marketers glasses half full
87 percent of marketers have said that they view their efforts as providing significantly more value in 2022 than in 2021, while B2B organizations reported that advertising accounted for some 16 percent of overall marketing spending, with account-based-marketing (ABM) and content each garnering 15 percent of spending — three of numerous findings of interest to B2B marketers contained in newly-published Salesforce report data. Diginomica

ON THE LIGHTER SIDE:

A lighthearted look at “Spray-and-Pray Marketing and Sales” by Marketoonist Tom Fishburne — Marketoonist

Swedish engineer creates playable accordion from 2 Commodore 64 computers — Ars Technica

Google plans giant AI language model supporting world’s 1,000 most spoken languages — The Verge

IBM launches its most powerful quantum computer with 433 qubits — Reuters

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — The Impact of Building Long-Term Relationships with Influencers with Lee Odden — Justin Levy
• Lee Odden / TopRank Marketing — Influencer Marketing – first, catch your influencer… — diginomica
• TopRank Marketing — B2B Influencers Are On The Rise: What Does This Mean For Brands And The Future of B2B Marketing? — Martech Zone
• TopRank Marketing — 53 Best Marketing Blogs To Follow In 2022 — MarketSplash

Have you come across your own B2B marketing news 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 joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll return next Friday for another array of the most up-to-date and pertinent 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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