Snack-sized B2B marketing news: B2B digital ad spending forecast, LinkedIn adds automatic captions to videos, and more!

Hello there!??

Hitting the B2B marketing news headlines this week: B2B digital ad spending forecast, LinkedIn adds automatic captions to videos, Google Discovery ads for B2B lead generation, and more. Keep reading to get the lowdown!

Top Takeaways from eMarketer’s 2022 US B2B Digital Ad Spending Forecast

A recent report from eMarketer looking into prevailing trends in B2B marketing ad spending has revealed five top takeaways for the industry. This includes:

• The permanent shift to digital marketing in B2B
• Mobile advertising continuing to accelerate at an even faster pace
• B2B display ad spending is on track to surpass search
• Digital ad spending will continue to grow across all industries
• The increasingly blurred line between B2B and B2C selling.

For a breakdown of each takeaway, explore the report here.

LinkedIn Adds Automatic Captions To Videos

The professional social networking platform is giving its video content functionality an upgrade through the addition of automatically-generated captions. When uploading video content, captions will now be automatically added. Users can choose to implement these or review and edit for accuracy. The feature aims to make videos more accessible to those who are deaf, hard of hearing, or prefer to watch with the sound off. In addition to this, LinkedIn is rolling out a “high contrast mode” to the mobile app to improve accessibility for users with visual disabilities. Read more.

WEBINAR: Introduction to the Marketing Funnel

In next week's webinar, we're going to lead you through the marketing funnel and share actionable steps for you to take at each stage, with a spotlight on the type of content you should be creating to increase your chances of success. Hosted by:

Tyler Christensen,?Project & Content Manager

Taylor Bragg,?Social Media Lead

Cassidy Armbruster,?SEO Expert

Raymond Chou,?UX Designer

REGISTER HERE.

Can’t make it? Don’t worry — feel free to?register?anyway and we’ll send you the recorded session.

B2B Lead Generation Marketers: Have You Tried Google Discovery Ads Yet?

Like many of Google’s products, at first glance, Discovery ads seem to be targeted at the e-commerce space rather than B2B and lead generation. All the examples in Google’s help section are shopping, or ecommerce focused. Because of this, B2B marketers might be reluctant to try this ad format. But did you know that Discovery ads have been shown to be an efficient way to drive both awareness and leads for B2B teams? According to an insights piece by Search Engine Journal, the best time to use Discovery ads for lead generation is when you’re not getting the lead volume you want from Search, maybe because you’re advertising a new product that users may not be aware of. Learn more.

Nine in 10 Marketers Intend to Invest in Metaverse Over the Next Five Years

A new study has revealed that an increasing number of marketers are becoming intrigued by the Metaverse and its potential. As reported by Sitecore,? over nine in 10 (91%) of marketers intend to invest a proportion of their marketing spend into the metaverse over the next five years. Of this, 50% plan to invest more than 10% of their budget into the area in 2023. Two in five say they have already witnessed a compelling metaverse use case that could drive ROI for their business. Discover more.