B2B Marketing News: Influencer Marketing Climbs 42%, B2B Purchase Study, LinkedIn’s Group Identity for B2B, & Record Ad Expansion On Tap


B2B Buyers Reward Brands That Focus On Six Ingredients, Study Finds
67 percent of B2B buyers have said that it is increasingly important to work with brands offering both positive social and business value, according to newly-released survey data. The report also showed that in 2021 the number of B2B buyers who find that it takes too long to purchase has increased by 28 percent over 2020 figures, to 44 percent. MediaPost
LinkedIn Shares 2022 Predictions on B-to-B Marketing, Sales Intent
Signals of buyer intent will form a new form of currency even — or perhaps especially — in uncertain times, and the importance of zero-party data has increased — two of several insights contained in recently-released B2B marketing prediction data from LinkedIn (client) of interest to digital marketers. Adweek
Budgeting for 2022: Marketers’ Email Spend Plans
Some 37 percent of marketing professionals expect to spend more in 2022 for email marketing efforts, with seven percent planning to boost spending by more than 15 percent next year — two of several statistics of interest to online marketers contained in recently-released survey data. MarketingProfs
How to remove bias from AI models [Forrester Report]
Knowing where and when to rely on artificial intelligence and recognizing when the technology isn’t appropriate are more important and nuanced judgements than ever, according to newly-released Forrester report data examining bias in AI. Tech Republic
Reddit adds real-time conversation features, live upvote counts, and more
Social news aggregator and discussion platform Reddit has rolled out an array of new changes, including real-time post metrics that will show how many users are actively reading a message on the platform — features aimed at updating live engagement statistics, Reddit recently announced. Ars Technica
Advertising spending looks to rebound in 2021, driven by digital media
Influencer marketing and social media advertising have been among the primary drivers of ad growth in 2021, contributing to a 7.2 percent rise in global marketing spending in 2021, expected to reach $1.3 trillion by the end of the year, according to recently-released report data of interest to digital marketers. eMarketer

LinkedIn Announces New, Privacy-Friendly Approaches to Data Collection and Ad Targeting
Microsoft-owned LinkedIn has launched new advertising targeting options with the release of its Group Identity for B2B features, which include a wider array of first-party data, among other new data collection features, LinkedIn (client) recently announced. Social Media Today
Email Production Times Seem to Be Getting Longer
58 percent of marketers have said that they are taking two weeks or longer for email campaign creation in 2021, an increase of five percent from 2020 figures, while over 80 percent said that the global health crisis had changed their email strategy, according to newly-released survey data. MarketingCharts
Ad market’s growth exceeds broader economic recovery, fueled by digital
For the first time digital advertising channels will account for more than 60 percent of global ad spending, according to recently-released 2022 forecast data, also showing that overall spending will rise 22 percent next year, reaching a record $710 billion. Marketing Dive
Influencer Marketing Surges 42% To $13.8B In 2021
2021 saw influencer marketing spending grow by 42 percent from 2020 levels, topping the $13.8 billion mark, with the greatest concentration of brand spending found in North America — two of several statistics of interest to digital marketing contained in newly-released report data. MediaPost
ON THE LIGHTER SIDE:

A lighthearted look at the “decision paralysis” by Marketoonist Tom Fishburne — Marketoonist
#BestOfTweets: Twitter unveils the most popular brand tweet of 2021 — PRWeek
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lee Odden — 100+ Content Marketing Trends and Predictions for Success in 2022 — Content Marketing Institute
- Lane R. Ellis — Close More Deals with These 10 Email Marketing and Sales Tips — Small Business Trends
- Dell Technologies — Space Is Bigger Than He Thought: 20 Years Later, Dell’s Dude Is Back — MediaPost
Have you found your own top B2B marketing news for the week? Please drop us a line in the comments below.
Thanks for joining us for the TopRank Marketing B2B marketing news, and we hope that you’ll return next Friday for more 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.
The post B2B Marketing News: Influencer Marketing Climbs 42%, B2B Purchase Study, LinkedIn’s Group Identity for B2B, & Record Ad Expansion On Tap appeared first on B2B Marketing Blog – TopRank®.
Un mondo più sostenibile? Ve lo spieghiamo “TerraTerra”
| Le creator DarialNaturale e Camilla Mendini |
Motorola Edge 5G col 44% di sconto su Amazon
Al via le offerte di Natale di Huawei su Amazon: sconti fino al 44%!
Le offerte di Natale di OPPO: sconti fino al 50% su Amazon
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The Matrix Awakens: An Unreal Engine 5 Experience arriva su PS5 e Xbox Series X
SEGA svela Sonic Frontiers ai The Game Awards 2021
Podcast RSI – Un ricatto informatico molto particolare
Secondo l’atto di accusa, che non fa esplicitamente il nome dell’azienda ma consente di dedurlo, il dipendente in questione è Nickolas Sharp, un trentaseienne di Portland, in Oregon, che lavorava alla Ubiqiti come senior software engineer ed era responsabile per lo sviluppo del software e per la sicurezza delle infrastrutture aziendali.
Sharp, paradossalmente, faceva proprio parte del team di specialisti della Ubiquiti incaricati di indagare sulla violazione. Quella violazione che lui stesso aveva commesso, usando le proprie credenziali di amministratore e la propria conoscenza dei sistemi informatici aziendali.
Quando il suo tentativo di estorsione è fallito perché Ubiquiti ha deciso di non pagare, ha tentato di danneggiare l’azienda e di depistare le indagini diffondendo notizie false su un presunto aggressore esterno. Ma è stato tradito da una banale caduta di linea. Come ha dichiarato Michael J. Driscoll, Assistant Director dell’FBI, “Il signor Sharp forse riteneva di essere abbastanza astuto da far funzionare il suo piano, ma un semplice guasto tecnico ha messo fine ai suoi sogni di ricchezza.”
Il processo deciderà se le accuse molto circostanziate dell’FBI sono fondate: in tal caso, Nickolas Sharp rischia fino a 37 anni di carcere.
L’esperto di sicurezza informatica Graham Cluley ha commentato questa insolita tentata estorsione osservando che “tutte le aziende farebbero bene a ricordare che probabilmente la minaccia peggiore non proviene da hacker esterni, ma dai dipendenti che sono stati assunti e ai quali è stata data fiducia nel gestire i sistemi informatici e nell’interagire con i dati aziendali”.
Non che gli hacker esterni facciano pochi danni, intendiamoci, ma un addetto interno può fare ben di peggio. Un buon rimedio è vincolare tutti gli accessi ai dati più sensibili in modo che serva l’autorizzazione contemporanea di almeno due persone e altre persone vengano allertate di ognuno di questi accessi. Questo rende molto più difficili sabotaggi dall’interno come quello che ha colpito l’azienda statunitense.
E per tutti gli aspiranti hacker che pensano che usare una VPN li renda invisibili e impossibili da rintracciare e identificare: pensateci due volte. Storie come quella di Nickolas Sharp dimostrano che non è così semplice, neanche per un addetto ai lavori.
Fonti aggiuntive: Catalin Cimpanu, Bleeping Computer, Bitdefender.
Google, 20 MLN € a sostegno dell’economia sociale europea
Elden Ring: L’età degli Dei, ecco il trailer in italiano
Netflix, 5 film da non perdere a dicembre 2021
AWS: in arrivo i nuovi SDK per Rust, Kotlin e Swift
How these photographers built a strong web presence
Lily Chou and Chris Anderson, the married duo behind Wild About You Photography, have captured a lot of people in love. The California-based wedding photographers started their business in 2012, and have become known for their dramatic shoots of unconventional engagements and nuptials — like ones in forests, at amusement parks or with a sci-fi fantasy theme.
The Wild About You website hosts a vibrant portfolio of the couple’s work, along with a blog that shares behind-the-scenes stories from the celebrations they photograph. Although Lily and Chris admit it can be tough to regularly update the site with fresh content, they say their business couldn’t exist without an engaging hub online.
“You can’t have a business without a website,” Lily says. “For random people to find you, a web presence is crucial in this day and age.”
And because most of their clients find them through a web search, Lily and Chris know it’s worth the time and effort to make sure the content they post on their site looks good, represents what they do, stands out from their competition and is easily discoverable.
Here are some tips Lily shared for photographers, small businesses and other creators to maximize their web presence.

Chris Anderson and Lily Chou are the married couple behind Wild About You Photography.
Use a website builder that speaks to your needs
Thanks to platforms like Squarespace, Wix and Weebly, most people can build a website without knowing how to code — but it’s important to find the right match. When Chris and Lily first launched their website, they used a general template from a standard website service. It did an OK job, but it wasn’t quite the right fit for uploading and displaying images. After a few years of “just making do” with two websites built from general templates, they built a new site using Good Gallery, a platform specifically geared towards photographers.
“The photo-focused website builder made everything easier, like uploading photos, organizing them into galleries and presenting them,” Lily explains.

Chris and Lily say using a website builder geared towards photographers was a game changer for maintaining their website.
Get to know SEO
Lily credits the marketing and business strategy classes she’s taken with helping her understand the importance of search engine optimization (SEO) in growing a business. “It’s all about SEO when you’re trying to be found on the internet,” she says.
The couple says a big selling point that convinced them to try Good Gallery is its baked-in SEO-optimized features. For example, when they upload photographs onto the site, each image is clickable and opens as its own URL, which Lily and Chris customize with a string of keywords that potential clients might search for — like “Bay Area wedding photographer” or “elopement photographer San Francisco City Hall.”
Boost your visibility with a blog
Adding a blog to a website is another way to beef up a site’s discoverability. “More words, more SEO opportunities,” Lily explains. But she stresses that writing a blog purely for SEO purposes isn’t going to work. You have to make good content that speaks to what readers want and need.
Lily says the main reason they write their blog is to give clients a “rounder, richer experience” about their services and provide helpful resources. Each post gives a backstory about the event they shot, including how and why a couple chose the location, historical details about a venue, what the decor looked like and even what the weather was like that day. “The photos can only tell you so much,” Lily says. “The backstory is helpful for whoever is planning a wedding.”

Potential clients who visit the Wild About You website can find plenty of examples of unconventional engagement and wedding shoots, which are Chris and Lily’s specialty.
Stand out in a crowd
Those personal backstories are especially important for Wild About You, which caters to a diverse clientele looking for creative engagement and wedding photo experiences. Lily says their website helps clients see how Wild About You stands out from other wedding photographers.












