B2B Marketing News: B2B Digital Ad Spending Grows, Google Adds Knowledge Graphs For Podcasts, Instagram’s New Creator Features, & Gen Z Engagement Study Insights

Reading Time: 9 minutes IAB Projects 8% Growth In 2022 Digital Ad Spend, Warns About ‘Bad’ Ad ExperiencesU.S. digital advertising spending is expected to see 8 percent growth during 2022 to reach $165.4 billion, and topping the $200 billion mark by 2025 — increases from 2020’s $139.8 billion, according to newly-released forecast data of interest to digital marketers. MediaPost … Read more

Royal Mail & Warc study shows value of direct mail in targeting gen z audiences

Reading Time: 6 minutes Nearly half of generation Z trust mail ads and 42% have searched for a brand online after receiving a piece of direct mail, according to research from Warc and Royal Mail MarketReach. Warc’s Driving Effectiveness Through Direct Mail has revealed 20% of the 15-24-year-old demographic made a purchase off the back of a mail ad … Read more

There’s No “OR” In Marketing: Don’t Choose Between ABM & Demand Gen

Reading Time: 9 minutes B2B ad spend in the U.S. is set to surpass $30 billion by 2023, with nearly half of those dollars going to digital. As the shift online accelerates, ABM has become synonymous with B2B advertising and morphed into an “all-the-time” mindset. But it’s important to remember that while ABM strategies allow companies to connect or … Read more

Magic Leap says it has raised another $500M and is aiming to release a headset in 2022 with a slimmer form factor and twice the field-of-view than previous gen (Janko Roettgers/Protocol)

Reading Time: 2 minutes Janko Roettgers / Protocol: Magic Leap says it has raised another $500M and is aiming to release a headset in 2022 with a slimmer form factor and twice the field-of-view than previous gen  —  Augmented reality startup Magic Leap has raised a new $500 million round of funding at a $2 billion valuation, CEO Peggy … Read more

Gen. Raymond T. Odierno Dies at 67; Oversaw Iraq Surge

Reading Time: 3 minutes General Odierno favored the rapid deployment of about 20,000 additional troops — the surge, as it was called — to help quell the insurgency. The troop reinforcement proposal split the military and was opposed by Defense Secretary Donald H. Rumsfeld. But Vice President Dick Cheney and the national security adviser, Stephen J. Hadley, backed it, … Read more

US Defence Secretary Lloyd Austin Calls Gen Bipin Rawat’s Visit ‘Historic’

Reading Time: 6 minutes Lloyd Austin said Gen Rawat and US officials reaffirmed their commitment to a free Indo-Pacific. (File) Washington: US Defence Secretary Lloyd Austin on Sunday described the recent visit of Chief of Defence Staff General Bipin Rawat to the Pentagon as “historic” during which they discussed ways to ensure greater interoperability between the two armed forces … Read more

Game Jolt raises $2.6M to expand social platform for Gen Z gamers

Reading Time: 13 minutes Join gaming leaders online at GamesBeat Summit Next this upcoming November 9-10. Learn more about what comes next.  Game Jolt has raised $2.6 million to expand its social platform where millions of Gen Z gamers and creators share and discover content around their favorite video games. The funding round marks a big milestone for a … Read more

Sharpening the Aptitudes of Gen Z with a Best-Fit Career Counsellor

Reading Time: 12 minutes CEO, entrepreneur Born after 1997, underscore,  GenZ, GenZ (Zoomers). C’mon GenZ, You can do it, Pave the way, put your back into it. Tell us why, show us how, Look at where you came from, look at you now. Bezos, a song by Bo Burnham, sufficed the distinct peculiarities of this burgeoning generation connotated as … Read more

How Brands Can Capture Gen Z’s Attention in the Metaverse

Reading Time: < 1 minute Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Christina Wootton of Roblox identifies new trends in user engagement being set by young audiences. Below, in her own words, she lists three key ways for brands to immerse users seeking reciprocity … Read more

How to Conversion-Rate Optimize Web Forms for Best Lead Gen Results

Reading Time: 15 minutes

Website forms can serve many important purposes, from simple contact forms and blog or newsletter subscriptions sign-up forms, to customer feedback and landing page forms.


Among the most valuable uses for forms to support any inbound program is lead conversion. When designed and deployed effectively, web forms serve as key lead generation tools.

The overarching goal of lead gen forms is to convert an unknown website visitor into a contact, creating a new prospect for marketing and sales efforts. Conversion form optimization can help ensure your forms deliver those leads.

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