Always-On Surges In B2B, Employee Influencers Build Trust, LinkedIn’s New Captions, & Video Distribution Study

B2B Marketing and Sales Leaders Focus on Pipeline Growth
48.8 percent of B2B sales and marketing professionals have said that an expanded pipeline was their top priority in 2022, followed by building and staffing teams at 22.4 percent, and expanding addressable market with 8.3 percent, according to newly-released survey data. MarketingCharts

B2B Brands Deploy ‘Always-on’ Marketing Strategy to Keep Up with Buyers [Dow Jones / WSJ Report]
When it comes to the B2B content types that senior executives prefer when choosing new technology product or service providers, 31 percent chose case studies, the same percentage chose videos, while 28 percent said they preferred thought leadership and research — one of numerous findings of interest to B2B marketers contained in recently-released B2B trust survey data. WSJ Intelligence/B2B International

“’Always on’ campaigns—campaigns that feature multiple live posts at all times—consistently perform better. The more often your audience interacts with your brand, the more memorable it becomes.” — Alex Rynne @amrynnie Click To Tweet

The 4 Types Of Everyday Influencers That Consumers Trust
A leading 91 percent of consumers have said that they trust co-workers, family, and friends for brand advice at purchase time, with some 47 percent noting significant trust, while an organization’s own employees were also seen as trusted sources of brand recommendations, along with those from subject matter experts, according to newly-released report information. MediaPost

LinkedIn Adds Live Captions for Audio Events, Custom URL Listings on Creator Profiles
Microsoft-owned LinkedIn (client) has rolled out a new real-time caption feature that brings added accessibility to LinkedIn’s streaming events, while also launching more robust search features that add to overall findability on the professional social platform, LinkedIn recently announced. Social Media Today

Female CMOs overtake male ones for the first time, report says
The number of female chief marketing officers climbed from 23 percent in 2016 to 51 percent in 2021, with 71 percent of first-time CMOs being women, according to recently-released CMO survey data, also showing that CEOs have been staying in their positions over twice as long as CMOs. Marketing Dive

To reach diverse audiences, trust the influencer
A look at multicultural marketing campaigns that successfully utilize influencers has been released by the Interactive Advertising Bureau (IAB) from its NewFronts marketing industry event, including study data showing that some 57 percent of consumers have said that their buying behavior was influenced by the industry creators they followed on social media. SmartBrief

LinkedIn Updates Feed Algorithm to Downrank Engagement-Baiting Posts and Polls
LinkedIn has adjusted its content display feed algorithm to better surface material on the platform that sparks engaging conversations, while also offering an array of new controls over which types of content a user will see in their feed, including refinements to which polls are regularly shown, LinkedIn recently announced. Social Media Today

How Different Business Teams Distribute Video Content [Report]
82 percent of business professionals have said that video is playing a more important role in their organization, with the top areas where video was implemented being an organization’s website, social media, and in sales and customer conversations — two of several statistics of interest to B2B marketers featured in recently-released business video distribution survey data. MarketingProfs

Twitter Implements New Rules to Limit the Reach of Duplicated Tweets
Twitter has incorporated new policies and enforcement efforts to combat blatant content duplication on the platform, in a change that could impact marketing efforts that reply on the large-scale publishing of identical tweets, Twitter recently announced. Social Media Today

The Content Preferences of B2B Buyers [Report]
43 percent of B2B buyers pointed to research and survey reports as the most valuable content format for researching B2B purchases, with some 40 percent identifying case studies as their top choice, followed by webinars also at 40 percent, B2B media and news publications at 37 percent, with white papers and eBooks each garnering 34 percent, according to newly-released B2B survey data. MarketingProfs

ON THE LIGHTER SIDE:

A lighthearted look at “walled gardens” by Marketoonist Tom Fishburne — Marketoonist

Google Maps Adds Shortcuts Through Houses Of People Google Knows Aren’t Home Right Now — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Erin McClure — Digital natives: How to win the trust of Gen Z and Millennials — Future of CEE
• TopRank Marketing — How to Boost Your B2B Sales using Influencer Marketing — Bluewire Media

Have you come across your own most important 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 come back 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.