Digital Marketing News: B2B Brand Purpose, LinkedIn’s New Stories, CMO & Authoritative Content Reports, & B2B’s Expanding Verticals

More vertical marketplaces are dotting the B2B landscape
There are more than 70 B2B vertical industry marketplaces today comprised of over 13 industries, and due largely to millennial business buyers, the number is expected to grow, according to recent-released report data. Digital Commerce 360

3 Secrets To B2B Marketing Success: Winning Inside To Win Outside
A recent study examining brand purpose within B2B showed that 73 percent of purpose-centric employees are satisfied and see output some 100 percent higher, while inspired workers exhibit even higher output, at 225 percent — several findings in a recent Association of National Advertisers (ANA) report. Forbes

LinkedIn Begins Internal Testing of Its Version of the Stories Format
LinkedIn (client) has conducted internal trials of its own professional business flavor of the popular Stories content type, with the new conversational format test aimed at eventually augmenting conversations on the Microsoft-owned platform. Adweek

Creating The Most Authoritative Content
Brand trust and what makes content authoritative were the focus in a recently-released study of interest to digital marketers, also exploring how such things as the sourcing of logos, design style, and differences in methodology affect trust. BuzzStream

Google Trends and Tenor Team up on New GIF Trends Tool
GIF platform Tenor has teamed with Google Trends with a joint trends utility that aims to make GIF searches easier and more relevant by pulling trend information from Google’s data sources. Social Media Today

Chief Outsiders’ CMO Survey Reveals 2020 Digital Marketing Trends
Online video, blogging and case studies represent the leading three content priorities among CMOs, while 88 percent of a group of Fortune 500 CMO consultants in a recently-released survey also said that keeping up with advances in technology is a top challenge. Chief Marketer

2020 March 6 Statistics ImageFacebook Messenger ditches Discover, demotes chat bots
Facebook has rolled out a new more efficient version of its Messenger app, including several changes that seek to place greater focus on swiftness, ease-of-use, and Stories, while removing its Discover tab and de-emphasizing the platform’s chat-bots, the social giant recently announced. TechCrunch

CX Is Broken: Five Takeaway’s From NTT Ltd’s 2020 Customer Experience Benchmarking Report
While over 81 percent of businesses in a recently-released customer experience (CX) report say that they see CX providing a competitive edge, only 14.4 percent say it’s already a crucial strategy within their organization — one of several take-aways of interest to digital marketers in the annual Customer Experience Benchmarking Report. Forbes

Google tops Facebook, Instagram in e-commerce activity, study finds
When it comes to e-commerece performance Google leads both Facebook and its Instagram platform, with paid search ads on Google converting at 2.7 percent, Facebook at 1.5 percent and Instagram at 0.8 percent, according to newly-released report data from Oribi. Mobile Marketer

The Content Characteristics of High-Performing Blog Posts
Blog posts featuring numerous lists generally outperform those with no lists, while posts with headlines that include how-to elements and questions also perform better — two of numerous findings from a recently-released SEMrush study of interest to digital marketers. MarketingProfs

Vimeo Create launches to give SMBs access to video marketing tools
Vimeo has launched its marketing platform Vimeo Create to SMB marketers, including video creation, stock photo and video content, and other features, the firm recently announced. Marketing Land

Google mobile-first indexing to be applied to all sites within a year
Google expects to fully implement its mobile-first indexing initiative within six to twelve months, and has begun sending nudge email via Google Search Console to site owners who haven’t yet switched, the firm recently announced. Search Engine Land


2020 March 6 Marketoonist Comic

A lighthearted look at customer-centric culture by Marketoonist Tom Fishburne — Marketoonist

Travelocity’s first campaign from new AOR suggests there’s no place like gnome — AdAge


  • Lee Odden — Top 15 Growth Marketing Speakers — ReadWrite
  • Ashley Zeckman / TopRank Marketing — Influencer Marketing Strategy in 2020: What You Need to Know [2 Infographics] — MarketingProfs
  • Lee Odden — Ceros Announces Speakers for Experience Matters 2020 — PR Newswire (client)
  • Lee Odden — Influence Marketing in the B2B Sector, Lee Odden, AQ’s Blog & Grill — AQ’s Blog & Grill

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thanks for taking the time to join us, and we hope that you’ll return again next week for a new array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

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