Moz’s New Metric, B2B Buyers Turn to Social & There’s Signs of Hope for Local Media

Published 11/08/2023 / FRESH INK

Does your organisation have high brand authority? 🤔 

This week’s Fresh Ink covers: 

• The latest on Moz’s brand authority metric, Google’s TW-Bert ranking system, and Salesforce’s Einstein Studio experience.  

• How changes in B2B buyer behaviour are impacting social media and purchasing decisions.  

• How to build a high-performing ABM function with Andrea Clatworthy, Director, and Head of Europe Marketing Transformation at Fujitsu.  

Moz Introduces New US Brand Authority Metric  

Brand authority is now available in the Moz Pro SEO toolset for US search. It utilises search intent and search volume to calculate a score between 1-100 to reflects the total strength of a website’s branded search terms. It gives sense of brand strength compared to the competition, alongside an understanding of specific product and sub-brand strength. For PR measurement, it can help assess the real influence of media stories on brand authority. And help marketers review message resonance with sales prospects.  

Search Engine Land – Moz debuts new metric, Brand Authority, to measure brand strength  

Fujitsu shares Marketing Transformation Journey  

Fujitsu’s Head of European Marketing Transformation, Andrea Clatworthy sat down with 3THINKRS to discuss how marketers can drive success with transformation projects. Andrea shared with us her approach to building a high-performing ABM function, including the need to engage sales teams from the start of every ABM initiative. And why setting benchmarks is the first step to marketing transformation. 

3THINKRS – Driving Marketing Transformation at Fujitsu  

SEO Alert: TW-BERT assigns scores to words within a search query   

Term Weighting Bert (TW-BERT) has emerged as a new ranking framework that assigns scores (called weights) to words within a search query to determine what documents are more relevant for that search query. Although not confirmed by Google, ranking fluctuations detected by SEO monitoring tools and search marketing communities suggest the framework has already become a key part of Google’s search ranking system.  

Search Engine Journal – Google ranking algorithm research introduces TW-BERT  

One in ten B2B Tech firms Signed up to Threads 

11% of B2B tech companies have launched a Threads account. Yet, the majority of B2B owners highlighted several drawbacks with the app. 45% cited mobile-only as the biggest disadvantage, followed by its lack of direct messages (39%) and lack of hashtags (39%). Threads has the potential to become an all-in-one resource for news and advertising, but functionality upgrades are necessary to win over the B2B crowd. 

Mobile Insider – B2Bs Consider Mobile-Only Threads’ Biggest Limitation  

Bring Your Own AI To Salesforce’s Party 

Salesforce has announced the launch of Einstein Studio, it’s new “bring-your-own-model” experience that allows enterprises to train their own AI models on proprietary data within the Salesforce platform. The offering streamlines the AI project lifecycle, helping customers to deploy AI faster and implement custom AI models. They can then train these AI models on data hosted within the Salesforce Data Cloud to solve specific business needs.  

Venture Beat – Salesforce launches Einstein Studio for training AI models with Data Cloud  

B2B Buyers Turn to Social to Research Purchases 

38% of B2B buyers are conducting a more detailed ROI analysis, and close to one-third are spending more time looking into products before committing to the purchase, according to DemandGen research. Crucially, social media is becoming a key part of the research process, with 1 in 4 using social platforms to research vendors and solutions, whilst 23% also rely on peer recommendations and review sites. 

Marketing Charts – B2B Buyers More Thoroughly Evaluating Purchases  

Signs of Hope for Local Media 

Traditional local media sites are visited by 40 million people a month, according to a report from Enders Analysis. It’s a collective level of traffic close to the popularity normally associated with tech platforms, meaning there’s reason to be optimistic about the state of local media. And while consumer spend, time spent and advertising yield remain low, these numbers are growing. For local media to regain its place, Enders Analysis recommend publishers build exemplary first-party data strategies and invest in better website design.  

Press Gazette – ‘All is not lost’ for UK local news publishers, says Enders report  


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