Lead Qualifying Teams, FT’s Print Readership & Beginning of X’s Downfall?

Published 24/11/2023 / FRESH INK

Only 7% of B2B videos reach their full potential  

Video is a top priority for B2B marketers – 67% say it’s an increasingly important method of advertising, according to the Content Marketing Institute. The majority (77%) focus on creating social media video content, with brand stories or short films (61%), how-to or explainer content (59%) and interviews with influencers (54%) the primary uses. But, only 7% of videos reach their full potential.  

Content Marketing Institute – Why Most Video Content Fails To Reach Its Full Potential [New Research]  

Lead Qualifying Teams (LQRs) on the rise at SMBs 

6 in 10 B2B marketers have a lead qualifying team that screen leads and sets sale appointments, according to the latest State of Demand Gen Report. It’s part of a significant shift in attitude to lead follow-up and LQR teams, with 61% of larger companies and 59% of smaller companies now having a lead qualifying team in place. This is a shift from last year, where SMBs were less likely to have a team.  

Marketing Charts – B2B Demand Gen: Smaller Companies Catch Up to BDR Best Practices  

FT’s print readership holds steady  

The Financial Times had the smallest decline in print circulation in October, according to ABC’s latest analysis of UK nations newspapers. The paper fell by 0.3%, yet its free bulk copy distribution at hotels and airports increasing by 6%. The Evening Standard saw the biggest drop, falling below 300,000 for the first time since it became free in October 2009. 

Press Gazette – National press ABCs: FT stays steady while Evening Standard falls below 300,000 for first time since going free  

Tone of voice top concern in AI Marketing 

52% of marketing professionals have already added AI to their toolkit, while 36% continue to experiment with the technology, according to Kaltura’s latest research. 52% of marketing teams use AI for asset creation, with content personalisation (47%) and content production (44%) becoming popular. But, concerns over tone of voice (49%), quality (43%), SEO personalization (27%) and accuracy (27%) remain.   

Kaltura – The Impact of AI Technologies on Marketing Teams  

Add Your ‘Notes’ to Google’s Search  

Google’s new opt-in Search Labs feature will let users add notes to search results. The feature hopes to add new layers of human insights to regular results – and there will potentially be an option to annotate these notes with AI-generated images. The notes are designed to work hand-in-hand with existing content on the web, adding a new layer of human insights to your search results. 

Search Engine Journal – Google Launches “Notes” To Add User Comments In Search Results  

Musk prompts ad-pull from X  

Musk’s own statements and public positions have presented X with a new set of difficulties. The European Commission announced it will stop advertising with X, due to “concerns relating to the spread of disinformation”. IBM has also pulled its advertising from the platform. But, what can Musk do to bring back investments? And without it, could these be the first signs of X’s downfall?  

Social Media Today – Major Advertisers Pull Out of X, Which Could Spark a Bigger Shift Away From the App 


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