B2B Buying Cycles Lengthen, Multilingual Benefits B2B, & Google’s New Conversational Search






2023 April 14 MarketingCharts Chart

The Case for Boosting B2B Customer Experience With Multilingual Support
56 percent of consumers have said that getting information in their own language is of greater importance than price, with 70 percent more likely to purchase a product or service that includes information in their own language — two of several findings of interest to B2B marketers contained in newly-published survey data. MarketingProfs

Google Plans To Integrate Conversational AI Into Search Engine
Search giant Google is preparing to enhance its primary search engine with the addition of conversational artificial intelligence (AI), as the firm seeks to offer a feature similar to that already in use by Microsoft’s Bing search engine, Google recently announced. Search Engine Journal

“Google’s decision to include conversational AI in its search engine shows a significant change in the industry.” — Matt G. Southern @MattGSouthern Click To Tweet

A Look at the B2B Buyer in 2023 [Infographic]
75 percent of B2B buyers have said that the average buying cycle has gotten longer over the past two years, with 20 percent noting that it has increased significantly, while 35 percent said buying cycles have increased somewhat, according to recently-published B2B survey data. MarketingProfs

Meta Moves And Implications For Influencer Marketing
Facebook and Instagram parent company Meta has changed the way its Branded Content tool deals with creator and brand content collaborations, now requiring brands to grant access to their organization’s Instagram account in order for co-created content to tag both the brand and creator, Meta recently announced. MediaPost

LinkedIn Adds New ID Confirmation Elements to Provide More Assurance and Security
Microsoft-owned LinkedIn is rolling out the option for its users to use the CLEAR biometric travel document verification platform to authenticate their identity, along with additional new employer verification features, LinkedIn (client) recently announced. Social Media Today

Where Are Businesses Seeing Opportunities with Video Marketing?
81.2 percent of businesses have said that they use video marketing to build engagement, with 74.6 percent pointing to increasing brand awareness, while 69.6 percent use video marketing to increase lead generation — three of numerous findings of interest to B2B marketers contained in newly-published survey data. MarketingCharts

2023 April 14 Statistics Image

Twitter Inc. Merged into X Corp. As Part of the Next Evolution of the App
Twitter Inc. has changed its name to X Corp., however the social media platform has kept its Twitter branding, at least for the time being, with some expecting a future shift to the name X, the firm recently announced in a legal filing. Social Media Today

IAB: 2022 Internet Ad Growth Slowed To 10.8%, Video Logs Largest Dollar Gain
In 2022 search advertising held the largest share of overall ad revenue at 40.2 percent, a decrease from 41.4 percent in 2021, while overall Internet ad revenue growth came in at 10.8 percent during 2022, reaching $209.7 billion, according to newly-released Internet Advertising Bureau (IAB) ad revenue report data. MediaPost

Facebook Tests AI Generated Stories Based on Your Previously Shared Images
Meta-owned Facebook has begun testing the ability to create new Story-format content with the assistance of AI that assesses previously-shared content on the social platform — a change that could offer brands additional ways to generate digital assets, Facebook recently announced. Social Media Today

B2B Buyers Outline Their Most Valuable Content Types At Each Stage of the Purchase Journey
Webinars, reports, and infographics typically see success in the early stages of B2B buying, while demos, reviews, and case studies tend to be the most valuable during the final stages of buyer journeys — two of numerous statistics of interest to B2B marketers contained in newly-published survey data. MarketingCharts


2023 April 14 Marketoonist Comic

A lighthearted look at “7 Deadly Sins of Innovation” by Marketoonist Tom Fishburne — Marketoonist

DIY IBM Selectric type balls give ’60s typewriters new life (and Comic Sans) — Ars Technica


  • Lee Odden / TopRank Marketing — How To Build A World-Class B2B Ambassador Program In 5 Easy Steps — Forbes
  • Lee Odden — How B2B Brands Can Succeed at B2B Influencer Marketing – An Interview with TopRank Marketing CEO Lee Odden — The Social Media Hat
  • Harry Mackin — This Week in Marketing: Small Changes, Big Results — LinkedIn (client)


Katie Martell @KatieMartell
Tiffani Bova @Tiffani_Bova
Meghan Biro @MeghanMBiro
Sally Eaves @sallyeaves
Sarah Barnes-Humphrey @bevictoryus

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

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

Thank you for taking the time to join us for the Elevate B2B Marketing News, and we hope that you will return again 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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