Social Becoming Top B2B Media, B2B Content & Lead Tactics Studies, & Marketers Concerned Over Twitter Takeover

B2B Mixology: Paid Search Is Top Channel And TV Use Is Growing, Email Near Bottom
56 percent of B2B executives have said that paid search is key among their marketing mix, with 44 percent singling out video and display advertisements as a top component, while just 16 percent chose email — three of several findings of interest to B2B marketers contained in newly-released survey data . MediaPost

B2B Buyers Say Research & Data Are Key Factors in Content Shareability, Memorability
Just over half of B2B buyers consider content that uses research data to be a key factor in making it memorable and more apt to lead to contacting a brand for further information, while storytelling that resonates with B2B buyers was also a top component of effective content, according to recently-released survey data. MarketingCharts

“There are countless amazing people and companies with stories worth telling. Stories we tell NOT because they’re the most sensational, but because they are stories worth telling.” — Jay Acunzo @JayAcunzo Click To Tweet

18 Examples Of Awesome B2B Content Marketing [BuzzSumo]
A review of millions of B2B marketing content examples has shown that content mentioning eBooks received the greatest engagement, with an average piece of B2B content receiving some 31 shares — two of numerous statistics of interest to digital marketers contained in recently-released data from BuzzSumo. BuzzSumo

3 Points About B2B Buyers’ Content Preferences [Survey]
When it comes to which content types B2B buyers prefer, research and survey reports, case studies, and webinars were the top three content formats B2B buyers said they use for researching purchases, followed by B2B media publications, white papers, and eBooks, according to newly-released survey data. MarketingCharts

Will Social Become the Dominant Media for B2B Brands? [ANA]
83 percent of B2B professionals have pinpointed social media and social advertising as the top B2B marketing tactic, followed by email at 75 percent, search engine optimization (SEO) at 61 percent, and content marketing and blogging at 57 percent, according to new data from the Association of National Advertisers (ANA). ANA

Ad Spending Expands For 13th Consecutive Month In March, Top Categories Continue To Ebb
The U.S. advertising market’s rate of spending grew by 5.7 percent in March compared to the same month in 2021, with digital categories continuing to see the biggest performance gains, and helping to drive ad market expansion that has now grown for 13 consecutive months, according to newly-released report data.. MediaPost

LinkedIn Adds New Profile Links and Newsletter Promotion Options
Microsoft’s LinkedIn has rolled out the ability to showcase a link near the top of user profiles, along with several new options for using the professional social platform’s digital newsletter feature, and more robust group post analytics, LinkedIn (client) recently announced. Social Media Today

Musk’s pitch for free speech may turn Twitter advertisers jittery
Twitter’s recent purchase by Elon Musk has caused rising concerns among some advertisers that worry about how the change at the company’s helm will affect marketing opportunities on the platform, and Reuters takes a look. Reuters

Instagram to improve its ranking system to better highlight original content
Meta-owned Instagram announced recently that it has implemented changes aimed at better surfacing original content, while decreasing the visibility of content that is reposted, in a shift that could help B2B marketers gain exposure for original brand content. TechCrunch

The Top Tactics for Generating High-Quality B2B Leads [Report]
44 percent of B2B marketers said that content creation was one of their top three areas of marketing spending, followed by webinars at 37 percent, SEO and search engine marketing (SEM) at 32 percent, marketing technology services at 31 percent, and marketing technology tools at 26 percent — one of numerous statistics of interest contained in newly-released survey data of interest to B2B marketers. MarketingProfs

ON THE LIGHTER SIDE:

A lighthearted look at “product/market fit” by Marketoonist Tom Fishburne — Marketoonist

Brands Get Down To Earth — MediaPost

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Lee Odden on Getting the Most Out of Influencer Marketing [Video] — Oktopost
• TopRank Marketing — Learning resources for tourism marketing newbies — Tourism Currents
• Lee Odden — The Top 100 Marketing Influencers to Follow in 2022 — Relevance

Have you come across your own top B2B marketing news for the week? If so, please don’t hesitate to let us know in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and please return again next Friday for another selection of the most 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.