Elevate B2B Marketing News Weekly Roundup: Google’s New Enterprise AI & The Rising Importance of B2B Upskilling

Nearly $964B Ad Spend Forecast, 5 Companies To Have A Major Impact
Worldwide advertising spending is expected to expand by some 4.4 percent during 2023, reaching $963.5 billion, with an addition 8.2 percent expansion in 2024 that would see spending topping the $1 trillion mark, according to newly-published forecast data. MediaPost

Attention metrics are the next frontier of digital ad measurement
36 percent of U.S. advertising buyers have said that they plan to increase their focus on attention metrics during 2023, as global viewability levels have continued to rise while the average amount of time that consumers spend viewing ads has decreased — three of several findings of interest to B2B marketers contained in recently-released survey data. Insider Intelligence

Google unveils enterprise AI tools, new AI chip
Search giant Google has made B2B firms a primary target of its newest AI initiatives, which feature an array of enterprise-scale technologies including custom-made AI hardware, tools for finding and watermarking AI-generated images, alongside updated security tools, Google recently announced . Reuters

Optimism is on the rise, but upskilling will be key to B2B marketers’ success
Demonstrating B2B marketing’s value has become increasingly critical, and skill-building has been seen as a key part of proving its worth, with problem solving and creative execution and strategy having come in as two of the top skills that B2B marketers require for success in 2023, according to newly-published report data. Fast Company

“It’s a good time for B2B leaders to reassess how they’ll drive revenue growth over the next few years, and map that back to the skills their teams need to succeed.” — @PenryPrice of @LinkedInMktg
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AI scores in the top percentile of creative thinking
When it comes to creative thinking, OpenAI’s ChatGPT generative AI technology has scored in the top one percent of tests submitted for the Torrance Tests of Creative Thinking (TTCT) alongside those from undergraduate students, according to recently-released report data of interest to B2B marketers. The Conversation U.S.

It’s Not About Personalization — It’s About Being Personal [Merkle Report]
62 percent of B2B buyers have said that advertising isn’t specific enough to be relevant to their organization, while during July 2023 B2B marketers increased their interest in intent marketing by 523 percent and in customer intent by 164 percent, compared to the prior three months, according to newly-published report findings. ANA

Anthropic To Launch Paid Plans For Access To Claude
Anthopic’s AI chatbot Claude has placed increased usage limits on free accounts, while also starting to offer new paid monthly account plans with subscriptions that begin at $50, Anthropic recently announced. Search Engine Journal

US creators opt for Instagram, despite Reels revenue concerns
Some 60 percent of U.S. social media users will use Meta’s Instagram platform during 2023, while a whopping 98 percent of creators have said that they will use Instagram, topping the list of sponsored content posting destinations, ahead of TikTok, Facebook, YouTube, and other platforms, according to newly-published survey results. Insider Intelligence

Marketers’ Biggest Concerns About AI [Report]
When it comes to questions about the use of AI, both marketing and communications professionals have said that they see lack of accuracy and misinformation as their top concern, with the legal uncertainties surrounding the technology also among top worries, while 82 percent of marketers pointed to AI as improving their team’s productivity — three of numerous findings of interest to B2B marketers contained in recently-published research data. MarketingProfs

Here’s What Millennials Say They Want from Brands
A leading 53 percent of U.S. millennials have said that they want brands to be reliable, with 43 percent of the demographic looking for those brands that are innovative and smart, and 42 percent pointing to brands that are authentic, according to newly-published survey data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “Generative AI Adoption” by Marketoonist Tom Fishburne — Marketoonist

WordPress Announces 100-Year Domain Name Registrations — Search Engine Journal

Nostalgia Marketing: A Powerful Source of Emotion — ANA

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• TopRank Marketing — 12 B2B Marketing Blogs You Need To Read — Marketing Insider Group
• Lee Odden — 10 Creative Content Ideas You’ll Want to Try Today, by Lee Odden — MarketingProfs

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Hayden Goethe @HGoethe
Nancy Harhut @nharhut
Amy Higgins @amywhiggins
Allison Kapson @abrill
Meghan Keaney Anderson @meghkeaney

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Thanks for taking the time to be with us for this week’s Elevate B2B Marketing News, and we hope you’ll return again next Friday for another selection 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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