This Week in Marketing: Behind the Curtain

By Tequia Burt, Editor in Chief of LinkedIn Collective and LinkedIn Ads Blog

They say that a good magician never reveals their tricks, but B2B marketers must be the exception that proves the rule. When one of us discovers something magical, we can’t wait to share it with our peers and community. 

B2B marketers from across the industry are putting in the work to gather and analyze hardwon data from their latest research and projects — and many are generously sharing the findings. From in-depth search study results to an actual behind-the-scenes look at a B2B documentary, marketers pull back the curtain in our latest round-up of trending content. 

What to Read

Why Oscar-winning Filmmaker Ben Proudfoot Made a B2B Marketing Documentary (The Drum): Kendra Barnett catches up with “Everybody’s Business” filmmaker Ben Proudfoot to learn how making the documentary changed the way he looks at the world.

AI’s Impact on B2B Marketing Spotlights Value of Workflow Automation (PYMNTS): The PYMNTS team examines recent AI news and innovations to demonstrate how workflow automation could revolutionize B2B marketing.

2024 Zero-Click Search Study (SparkToro): Rand Fishkin summarizes the latest SparkToro study of Google searches, which finds that for every 1000 Google searches in the US, only 360 clicks go to the open web.

Changing B2B Buying Behaviors Have Marketers Rethinking Measurement (Fast Company): Penry Price dives into how buying decision behavior has changed, to understand how marketers are updating their measurement approaches in response.

Everything You Need to Know About B2B Influencer Contracts and Payments (TopRank Marketing): B2B influencer marketing expert Alex White provides an in-depth explainer on managing a key aspect of influencer relationships. 

What to Watch

The Making of the B2B Documentary “EVERYBODY’S BUSINESS”

Two-time Oscar-winning director Ben Proudfoot joined Keith Browning on the LinkedIn Collective Studio at Cannes to walk us through his approach to making “Everybody’s Business,” his new documentary examining the evolution and future of B2B marketing. 

What to Know

According to Salesforce’s State of Marketing Report, 61% of marketers are still relying on third-party data. The report features insights from nearly 5,000 marketers worldwide and also uncovers key issues marketers are experiencing with the speed of real-time data activation, personalization and AI adoption. 

Follow LinkedIn Collective for more peeks behind the curtain of B2B marketing like this every single week.