B2B Marketing News: B2B Marketers’ Biggest Buyer Challenges, LinkedIn’s New Articles For Pages, Instagram Gets Montage Feature, & YouTube Updates Analytics

2021 September 17 MarketingCharts Chart

2021 September 17 MarketingCharts Chart

LinkedIn Rolls Out Articles for Pages
Microsoft-owned LinkedIn (client) has launched a new feature that gives pages the ability to share long-form content on the professional social platform, an addition that comes amidst an array of other new features including an enhanced LinkedIn Live Events experience for creating more robust virtual events, the company recently announced. Adweek

Instagram is Developing a New ‘Montage’ Feature to Convert Stories to Reels, New ‘Favorites’ Listing
Facebook-owned Instagram has been testing a new option intended to make it easy for digital marketers to convert existing Instagram Stories content into brief Reels video clips, including automatically synced audio. New tool options for signaling favorite audience selections have also recently undergone testing on the platform — both changes that could eventually enhance how marketers use Instagram. Social Media Today

Study: Podcast Advertising Drives Sales
33 percent of podcast listeners say that podcast advertising is a good way for brands to reach them, a figure that climbs to 42 percent for the most frequent podcast listeners, while 32 percent of podcast listeners say that they have made purchases in the technology category, according to recently-released survey data. MediaPost

YouTube Adds Traffic & Revenue Data to Mobile Analytics
Google’s YouTube platform has rolled out additional analytics information that can now be found using YouTube’s Studio Mobile app, including monthly and transactional revenue reporting, along with a report showing the performance of various traffic sources, previously only available using the desktop-based dashboard, YouTube recently announced. Search Engine Journal

2021 TopRank Marketing B2B Influencer Marketing Survey Image2021 TopRank Marketing B2B Influencer Marketing Survey Image

Reddit Launches New Updates for its Ad Platform, Including Bid Recommendations
Social news aggregator and discussion platform Reddit has added several new features to its advertising creation program as it seeks to attract more brands, including upgraded editing capabilities, the addition of ad bidding recommendations, and better bulk ad editing features, Reddit recently announced. Social Media Today

Chat App Discord Is Worth $15 Billion After New Funding
Online communications portal Discord has seen growth that has attracted an increasing number of brands, and $500 million of new financing has raised the value of Discord to some $15 billion, a figure twice that investors gave the firm in 2020 — growth that has spurred more business users and advertisers to explore the emerging platform. BNN Bloomberg

Twitter Expands Access to Professional Profiles and Ticketed Spaces
With an expanded Professional Profiles test opening to more brands, Twitter has continued its initiative to provide businesses greater exposure on the platform, a move that has also now given more users access to Twitter’s Ticketed Spaces — its Clubhouse-like voice conversation offering, the company recently announced. Social Media Today

Advertising Emerges As Fastest-Growing Source Of Recorded Music Revenues
During the first half of 2021 advertising-supported on-demand audio streaming services saw a 54.3 percent increase in revenue over the same period in 2020, a jump that makes it the fastest-growing segment of the U.S. music industry, according to recently-released data from the Recording Industry Association of America (RIAA) of interest to digital marketers. MediaPost

2021 September 17 Statistics Image

2021 September 17 Statistics Image

LinkedIn Launches ‘Dark Mode’ on Mobile and Desktop
Increased accessibility, inclusivity, and reduced eye-strain-inducing blue light are among the aims for LinkedIn’s (client) new dark mode option, being rolled out to the professional platform’s users — which numbered over 774 million according to the firm’s latest publicly-released figures. Social Media Today

What Are B2B Marketers’ Biggest Challenges with Buyers?
63 percent of B2B marketers have said that understanding the changing needs and requirements of buyers was their top challenge, followed by 57 percent who saw finding the correct time to engage on the right channel their biggest challenge — two of several statistics of interest to online marketers in newly-released survey data. MarketingCharts

ON THE LIGHTER SIDE:
2021 September 17 Marketoonist Comic Image

2021 September 17 Marketoonist Comic Image

A lighthearted look at the “share of voice” by Marketoonist Tom Fishburne — Marketoonist

What the Pandemic Pet Boom Means for Marketers — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Upgrade and Enhance — LinkedIn (client)
  • Lee Odden — Content Marketing 101: What It Is & What Your Content Needs to Do — Mark Armstrong
  • Lee Odden — 12 Insightful Marketing Content Curation Guides — Marx Communications

Have you come across your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us to explore this week’s TopRank Marketing B2B marketing news, and we hope that you will again return next Friday for more of the week’s 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.