Elevate B2B Marketing News: B2B Visual Search, ABM Use Rises, LinkedIn’s New B2B Search Features, & Google’s New Headline Limits

The Top Strategies B2B Marketers Plan to Explore in 2023
42 percent of B2B marketers have indicated that they plan to explore artificial intelligence (AI) marketing and sales strategies more in 2023, with 32 percent pinpointing video marketing, and 30 percent influencer marketing — the top three new strategies B2B marketers are looking to use more this year, according to newly-publishing survey data. MarketingProfs

LinkedIn Previews New Job and B2B Product Search Options Coming in 2023
Microsoft-owned LinkedIn has previewed an array of new features the professional social media platform plans to implement in 2023, including better search options and new job filtering criteria, LinkedIn (client) recently announced. Social Media Today

Visual Search for B2B Marketing Success: Olga Andrienko on Marketing Smarts [Podcast]
B2B marketers are increasingly looking to visual search as a brand differentiator, in a landscape that has yet to take advantage of visual search that way that B2C marketers have, and Semrush’s vice president of brand marketing Olga Andrienko recently took a look at opportunities and challenges. MarketingProfs

[bctt tweet=”“If you’re not sure whether you need visual search, or if you’re not sure and if you don’t have resources internally, see it as an experiment and seek out help externally.” — Olga Andrienko @Olgandrienko” username=”toprank”]

Google Drops 110 Character Limit From Article Headline Structured Data
Search giant Google has made changes to its previous article headline hard limit of 110 characters, instead replacing it with a suggestion to be concise to avoid truncation on certain devices — a change that potentially gives B2B marketers new options for search engine optimization (SEO), Google recently announced. Search Engine Roundtable

Microsoft Bing With ChatGPT Reportedly Launching In March
Microsoft’s Bing search engine expects to incorporate the artificial intelligence (AI) capabilities of the ChatGPT chatbot software in order to deliver enhanced search results, stemming from collaboration the two organizations have had since 2019, Microsoft recently announced. Search Engine Journal

What Types of Brand Messaging Appeal to Americans?
54 percent of U.S. consumers have said that humorous brand messaging was the most appealing — down from 57 percent a year ago — with motivational with reassuring content seeing the biggest gains between November 2021 and November 2022, according to newly-released survey data of interest to digital marketers. MarketingCharts

Account-Based Marketing Is On the Rise [ANA]
66 percent of B2B marketers have indicated that they utilize account-based marketing (ABM) programs, while 87 percent believe that adding ABM insights to traditional lead-based strategies tops the list when it comes to maximizing revenue generation, according to recently-published findings from the Association of National Advertisers (ANA). ANA

A look at the US digital audio market in 2022: How big, who’s listening, and what are they listening to [Report]
When it comes to digital audio consumption, adoption is greatest among younger demographics, rising from 84.1 percent in the first half of 2021 to 91.1 percent during the same time-frame in 2022, with the total number of listeners in the U.S. expected to climb from 222.7 million in 2022 to 234.2 million in 2026, making the format a prime target for advertisers, according to newly-released survey data. Insider Intelligence

Tumblr is launching a livestreaming feature
Microblogging and social networking platform Tumblr has begun rolling out support for live-streaming, in conjunction with video firm Livebox, offering creators and influencers a new opportunity to increase brand reach, Tumblr recently announced. The Verge

Slow fade for Google and Meta’s ad dominance
For the first time since 2014 the combined revenue of Facebook and Instagram parent firm Meta and Google are expected to account for less than half of all U.S. digital advertising, as Amazon and TikTok have taken increasingly larger portions — a trend that is forecast to continue through 2024, according to newly-published report findings. Axios

ON THE LIGHTER SIDE:

A lighthearted look at “Reinventing Marketing” by Marketoonist Tom Fishburne — Marketoonist

I Named My Band “CVS Near Me” and Now We’re Impossible To Find on Google — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Nick Nelson — Lessons for B2B Marketers From the Booming Craft Brewing Scene — LinkedIn (client)
• Lee Odden — MarTech’s B2B marketing experts to follow — MarTech
• Lee Odden — How to Break Free of Boring B2B Content Experiences In 2023 [Podcast] — Rock Content / Spotify
• TopRank Marketing — How the B2B Influencer Marketing Industry Is Changing [Infographic] — MarketingProfs

Have you come across a B2B marketing news item for the week that we haven’t mentioned? If so, please don’t hesitate to drop us a line in the comments below.

Thank you for taking the time to join us this week for the Elevate B2B Marketing News, and we hope that you will return next Friday for another array of the most up-to-date and 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.

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