More B2B Companies Go Big on Branding
Despite just five percent of potential B2B buyers being in the market for a solution or product at any given time, 2023 is coming in as the right time to invest in building brand preferences, as more B2B firms cast wider nets when it comes to finding new buyers, and the Association of National Advertisers takes a look. ANA

Google Announces Google Analytics 4 & AdSense Integration
Search giant Google has rolled out a new integration between its flagship Google Analytics 4 performance measurement tools and its longstanding Google AdSense program, as the company looks to lessen advertiser data discrepancies between AdSense and Universal Analytics, Google recently announced. Search Engine Journal

Where Do PR Pros See Future Use Cases for AI?
68 percent of public relations professionals have said that they would use AI for research and list-building in PR, with 54 percent expecting future AI use in monitoring and measurement, while 52 percent pointed to monitoring — three of numerous findings within newly-published survey data of interest to B2B marketers. MarketingCharts

EU lawmakers vote for tougher AI rules as draft moves to final stage
Disclosure of the specific copyrighted content used in the training of any large language models implemented in AI would need to be disclosed, among other safeguards that the European Commission is seeking, as it drafts the rules that may form forthcoming legislation, European Union lawmakers recently announced. Reuters

Adobe is so confident its Firefly generative AI won’t breach copyright that it’ll cover your legal bills
Adobe enterprise users creating content with the firm’s new Firefly creative generative AI engine will received indemnification coverage, as Adobe looks to stand behind the safety of AI content despite potential future legal challenges, and Fast Company takes a look. Fast Company

LinkedIn Tests AI Prompts For Ad Generation In ‘Campaign Manager’
Microsoft-owned LinkedIn has begun testing the optional use of generative AI from OpenAI GPT models in the process of creating advertising on the professional social platform, incorporating automated variations of ad copy, LinkedIn recently announced. MediaPost

Why We Need a New Formula for Creativity in B-to-B Advertising
With the B2B sector representing over 50 percent of the economy, as B2B brands begin utilizing more B2C-like marketing efforts, the role of creativity in B2B has risen, and LinkedIn’s (client) Peter Weinberg and Jon Lombardo take an in-depth look for Adweek. Adweek

“Though some might think b-to-b is all about technology and targeting, our research suggests that creativity is where you can find the biggest competitive edge.” — Peter Weinberg & @JonLombardo
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Meta Announces Future Plans For Reels Ads, AI At Cannes Lions
Facebook and Instagram parent Meta will roll out enhanced advertising in its Instagram Reels format, with an array of forthcoming AI-powered media editing features and new chatbot technology, Meta recently announced during the Cannes Lions International Festival of Creativity. MediaPost

Instagram Adds New Option to Include Music Tracks in Notes
Instagram has launched a new feature that allows users of the social platform to incorporate music tracks within private Instagram Notes, providing new audience connection possibilities as more B2B brands turn to private social engagements, Instagram announced recently. Social Media Today

ON THE LIGHTER SIDE:

A lighthearted look at “Impact of ChatGPT” by Marketoonist Tom Fishburne — Marketoonist

50 Years of Text Games parses the rich history of a foundational genre — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Ty Heath / LinkedIn — B2B advertising doesn’t need to be boring: why creativity is a key driver of profitability — ClickZ
• TopRank Marketing — 25 Popular Blogs about Content Marketing You Should Check — Adsy
• Lee Odden — The Proof is Out There: Experts Discuss the Reality and Future of Buyer-level Intent Data — NetLine

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Mari Smith @MariSmith
Tamara McCleary @TamaraMcCleary
Rory Vaden @roryvaden
Debra Jasper @DebraJasper
Goldie Chan @GoldieChan

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

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

Thanks for joining us for this week’s edition of the Elevate B2B Marketing News, and we hope you’ll come back 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.

The post Elevate B2B Marketing News Weekly Roundup: B2B Marketers Using More AI & The B2B Creativity Formula appeared first on B2B Marketing Blog – TopRank®.

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