B2B Marketing News: B2B CMOs Prove Value, Free Adobe Photoshop, B2B in Cannes, Metaverse On Track to 5 Trillion

B2B Marketers Seek Advanced Metrics to Prove Their Worth. CMOs are feeling pressure to prove their value to others in the C-suite, and that desire to show marketing’s impact on pipeline and revenue is a leading reason why B2B marketers are increasing their focus on – or need for – deeper metrics, according to a study from Demand Gen Report, in association with Align BI. MarketingCharts Why Cannes 2022 is a shining moment for B2B’s creative journey. Called The Creative B2B Lions, an official jury will award 11 winners for marketing disciplines such as cross-channel storytelling, brand experience, innovative content, and other areas between June 20 and June 24.  The Drum Adobe plans to make Photoshop on the web free to everyone. Adobe has started testing a free-to-use version of Photoshop on the web and plans to open the service up to everyone as a way to introduce more users to the app.  The Verge Facebook is Changing its Algorithm to Take on TikTok Leaked Memo Reveals. Rather than prioritize posts from accounts people follow, Facebook’s main feed will, like TikTok, start heavily recommending posts regardless of where they come from. The Verge YouTube Shorts Has More Than 1.5 Billion Monthly Video Viewers, Google Claims. YouTube Shorts now has more than 1.5 billion monthly logged-in users. That amounts to around three-fourths of YouTube’s total global base of upwards of 2 billion logged-in monthly users. Variety What’s Standing in the Way of B2B Companies Providing A Great Customer Experience? The top two responses across each function were lack of communication between teams and misaligned efforts and goals between teams. MarketingCharts Metaverse Spending to Total $5 Trillion in 2030, McKinsey Predicts. 79% of survey respondents said they have already made a purchase in the metaverse. Wall Street Journal Semrush Introduces Tools To Help Build Content, Expands Support For List Management - The Content Outline Builder helps to create detailed content briefs in seconds. Users type in the domain and the topic or keyword, and the tool returns a list of content opportunities to choose from. Users can then click on the ones they want to gain access to. MediaPost Twitter Shares New Research into the Effectiveness of its Offensive Reply Warnings. Twitter’s warning prompts use automated detection to pick up any likely offensive terms within tweet replies, which then triggers this alert to add a moment of hesitation in the process. In February 30% of cases where users were shown these prompts, they did in fact end up changing or deleting their replies. Social Media Today Pinterest Debuts Idea Ads, Paid Partnership Tool. Pinterest introduced two new ad options in the run-up to the Cannes Lions International Festival of Creativity: idea ads and a paid partnership tool. AdWeek ON THE LIGHTER SIDE: Has your business built a moat?  Thoughts and cartoon from Tom Fishburne — Marketoonist If you've come across B2B marketing news stories we should know about, please don't hesitate to share in the comments below. Thank you for taking the time to join us for this week's TopRank Marketing B2B marketing news. We hope you'll return again next Friday for another collection of the most relevant research and newsworthy information about the B2B and digital marketing industry. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily B2B marketing updates.    

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