B2B Marketing News Simply Put – June 2022

 

Welcome to the June 2022 edition of B2B Marketing Industry News Simply Put!

If you are a B2B marketing professional, trying to keep up with content marketing, SEO, and social media, and also short on time, then you’re in good company.

Join me as I go through some of the most important recent insights and topics!

New Study Looks at the Most Effective LinkedIn Post Types in 2022

A recent study done by SocialInsider and CloudCampaign portrays some of the best-performing formats on LinkedIn.

The study reaffirms there increased chances of reach using:

• Native content – such as PDFs uploaded directly to the platform (vs links that take people out of the platform).
• Video content – uploading videos generate the highest engagement per impression rate for small to mid-sized accounts.

Not groundbreaking but a good refreshment. You can read the full research here.

Google May 2022 Core Update Is Now Complete

Google’s most recent core algorithm update began rolling out on May 25 and has officially completed on June 9.

These events are almost never easy to decipher. Some folks talked about the update targeting websites with AI-generated content. However, this was not confirmed by Google or any of its official liaisons.

As a general rule, in order to increase organic presence focus on overall content quality and its added value. That trumps all algorithms and technicalities.

LinkedIn Adds New Event Engagement Options, Simplified ‘Repost’ Process

LinkedIn’s attempt to increase user interaction comes as no surprise given its record levels of user activity.

With more than 24,000 events being added to the app each week, LinkedIn is now preparing to roll out new comment engagement features for LinkedIn Events. These new options aim to increase the likelihood of users participating in discussions while also promoting your event.

Additionally, LinkedIn is making it simpler to share changes on LinkedIn by adding a new, streamlined “Repost” option to the “Share” menu.

Reposting on LinkedIn will soon be available with the first release already in progress.

TrustRadius’ new B2B report – The age of the self-serve buyer is here

The yearly study report from TrustRadius, The B2B Buying Disconnect, examines trends in business technology purchases from a YoY standpoint.

TrustRadius was able to identify 5 major trends in technology acquisition. Data from 2185 surveyees shows that Gen Z and Millennials are leading the way, but these significant trends apply to all demographics.

Pore over some of the key takeaways from the analysis:

1. Virtually 100% of the buyers wish to self-serve part or all of their buying decisions – up from 13% in 2021. Tech buyers are mostly in transparent pricings, demos or free trials, and customer reviews.
2. 40% of the surveyees said that “having to contact sales for a demo or free trial” makes a vendor less purchasable.
3. Buyers named cold-calling as the number one reason to avoid buying software solutions.
4. 41 percent of those in the Gen Z and Millennial demographic said that their first step in buying was checking review sites.

Read more about TrustRadius’ report here!

#B2BMX: NLA Recap: As ABM Strategies Advance, Alignment & Personalization Enter The Spotlight

#B2BMX: NLA offered hundreds of skill-level-specific workshops (beginning, intermediate, expert, and advanced) to let marketers of various ABM experience levels feel empowered.

Here is a recap of the key insights that participants received:

1. 72 percent of B2B enterprises with seven or more sales channels grew faster than their competitors. This goes to enforce the need for holistic marketing, from offline to online, social media, podcasts – you name it.
2. 80% of respondents said that performance guarantees are essential. These could be conversions, increase in organic traffic, free trials, demo requests, etc.
3. Companies able to provide personalized outreach and one-to-one customization were 1.75 times more likely to have increased their market share.

For more insights from B2BMX: NLA check out the event now on-demand!

Twitter to Expand Into Long-Form Content

Twitter recently confirmed that they are preparing to roll out a new feature called Twitter Notes. This will allow users to publish article-length media-rich content.

This is huge news for B2Bs as they can now leverage the platform more efficiently. We’re all familiar with marketers creating numbered Twitter threads to connect a series of tweets together or sharing screenshots of long-form content with their audience.

Twitter is expected to launch Twitter Notes in the next few weeks unless Twitter’s internal turbulences prevent this.

Here’s the official confirmation announced by Twitter on June 22.

Wrapping up

These were some of the biggest news updates of the B2B marketing industry in June 2022. Feel free to send us your questions or give a shoutout to folks we’ve missed!