B2B CMOs Make Meaningful Shifts in Priorities
30 percent of B2B chief marketing officers have said that growth was tops when it comes to what they want to deliver in their role, while 21 percent pointed to better customer experiences, with 19 percent having said greater efficiency — three findings contained in newly-published B2B CMO survey data. MarketingCharts
B2B purchasing is for the young — and digital [Report]
35 percent of B2B buyers in the millennial and Generation Z demographic are say that they prefer using enterprise purchasing apps, while 24 percent of older buyers prefer inside sales reps, while dissatisfaction with vendors was also higher among younger B2B buyers — three of numerous findings of interest to B2B marketers contained in recently-released survey data. Digital Commerce 360
The B2B buyer journey is not fit for purpose, here’s how to fix it
B2B buyer journeys have shifted from a single hand-off to sales from marketing, as greater overlap between the two departments has begun helping brands appreciate and capitalize on the nuances and strengths of both, and Marketing Week takes a look. Marketing Week
Adobe announces Firefly for AI-driven creative
Adobe has announced the addition of Sensei GenAI to the its Adobe Experience Platform, along with generative AI-infused Adobe Firefly visual tools for creators, in a move aimed at ramping up Adobe’s AI creative technology for marketers and other professionals. MarTech
Google Bard Begins To Slowly Rollout – Citations, Limitations & Early Access
Google has begin a limited launch of its Bard collaborative artificial intelligence (AI) generative chatbot service, which it has sought to differentiate from the search giant’s traditional search services. Search Engine Roundtable
Startup behind Stable Diffusion releases AI system for generating videos from text
Runway has augmented its AI lineup which already included the Stable Diffusion AI image creator with an early rollout of an AI-to-video tool — limited initially to three seconds in length, Runway recently announced. Reuters
YouTube Adds Podcast Analytics, New Hashtag Recommendations for Long-Form Clips
Google’s YouTube has added an array of new options for creating and managing podcasts on the video platform — an area that has seen continued growth — among other updates including suggested hashtags for long-form video content, YouTube announced recently. Social Media Today
High-Tech Touchpoints Are Changing Customer Experience
More intuitive customer interactions can lead to better customer experience (CX) as touch-points undergo changes, and the Harvard Business Review takes a look at creative way to expand on traditional CX components such as convenience, choice, navigation, and payments. Harvard Business Review
LinkedIn Adds Native Post Scheduling for Company Pages, New Audio Event Options
Microsoft-owned LinkedIn has rolled out a series of new updates, including allowing pages to follow other LinkedIn pages on the platform, along with a full launch of native scheduling, and an array of audio event features, LinkedIn (client) recently announced. Social Media Today
Ad-Blocking Consumers Influence Purchase Decisions, Magna Study Finds
53 percent of the millennial demographic have said that they block digital ads — a practice undertaken by just 19 percent of Gen Z and six percent of baby boomers — and marketers are adjusting their techniques when it comes to reaching these ad-averse groups, according to newly-published survey data of interest to B2B marketers. MediaPost
ON THE LIGHTER SIDE:
A lighthearted look at “Do Something” by Marketoonist Tom Fishburne — Marketoonist
New NCAA Streaming Service Lets Fans Watch 4 Capital One Commercials At Same Time — The Onion
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Katelyn Drake — This Week in Marketing: Check Your Marketing Mix — LinkedIn (client)
- Lee Odden / NetLine — Celebrate! NetLine’s 6th Annual B2B Content Consumption Report Wins Award for Best Research — NetLine
FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:
Masha Finkelstein @masha3003
Ann Handley @MarketingProfs
Michael J. Barber @michaeljbarber
Melanie Deziel @mdeziel
Christopher Penn @cspenn
Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.
Have you found your own top B2B marketing news item for the week that we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.
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