Industry News

October 2, 2015: Looking ahead to 2016, B2B content marketers are focused on creating more engaging content than ever before.

This week, MarketingProfs and Content Marketing Institute released their sixth annual joint report, ““B2B Content Marketing Benchmarks, Budgets and Trends.” They asked more than 1,500 respondents from North America what their priorities and challenges were in content marketing.

Producing engaging content was noted as the top challenge and priority among respondents.  Sixty percent named engaging content as their top challenge while 72 percent named creating engaging content as their top priority.

September 30, 2015: Account-based marketing (ABM) allows both marketing and sales teams to target accounts with the most value, and new research indicates that it’s paying off for B2B marketers.

A Demandbase and Demand Metric benchmark report titled, “Account-Based Marketing Adoption,” has found that 96 percent of B2B marketers consider ABM to be a key driver of marketing success. About 71 percent of B2B companies are already using ABM or show interest in adopting it. Nearly 60 percent that have already done so can attribute revenue increase to ABM marketing.

ABM Chart

September 29, 2015: A new survey conducted by Forrester Consulting on behalf of Radius has shown that the majority of B2B marketers are currently integrating or expanding predictive analytics efforts within their overall strategies.

About 61 percent said they had already implemented them or were in the process of doing so. Thirty-seven percent stated that they were interested in integrating predictive analytics. Nearly 83 percent said they see “considerable” or “very high” business impact by using them.

Predictive Analytics

Furthermore, 86 percent claimed that predictive analytics helps them evaluate opportunities to enter new markets. Researchers had previously found that this was a top challenge for B2B marketers.

September 28, 2015: A recent survey conducted by Visual IQ discovered that when it comes to brand versus direct response marketing, marketers are more confident in measuring their direct response efforts.

In fact, 85 percent said they are “very” or “extremely” confident in their organization’s ability to measure the impact of their direct response marketing tactics. This is significantly more than the 64 percent who claimed the same about their branding efforts.

Direct Response Stats

A lack of measurement tools (48 percent) and the inability to calculate a single engagement score (40 percent) were the top brand marketing challenges cited in the results.

September 25, 2015:

Which B2B verticals are getting the most bang for their buck on Google AdWords? A new study by Bizible crunched the numbers using AdWords and Salesforce data to determine the answer and provide industry-specific benchmarks for B2B marketers.

At the top of the list, in terms of percentage of leads converting to percentage of revenue, are manufacturing and professional services. Both verticals were found to have a bump in opportunity-to-revenue conversion.

September 23, 2015: A new report from AdRoll titled, “Facebook by the Numbers 2015,” indicates that B2B marketers are seeing more ROI from their Facebook activity than they did one year ago.

The data shows that year-over-year, B2B marketers’ click-through rates on Facebook have increased 140 percent while the average clicks-per-thousand-impressions have increased 115 percent. Further, average spend per advertiser has leaped 60 percent. There are now 1.4 billion global monthly active users on the social network, which is a 13 percent increase from last year.

unnamed (1)

September 22, 2015: According to a survey published by TechValidate and the Spear Marketing Group in September 2015, B2B marketers are now focusing on content marketing above all other marketing technologies.

The data shows that the majority (85 percent) said it is their top technology, followed by SEO (70 percent), CRM (68 percent) and marketing automation (62 percent). Additionally, 60 percent claimed that content marketing will be the “most important” technology over the next 12-to-18 months.


At the moment, the majority of B2B marketers (83 percent) said that email is the tactic most critical to their strategy. Content marketing came in second place with 74 percent of the response.

September 21, 2015: Hand holding mobile smart phone with success chart on screen. Isolated on white.

As more marketers develop mobile apps to drive their initiatives, the “Mobile App Advertising Trends” report from Kenshoo has found that their efforts are resonating with the audience. The study, conducted over the second quarter of 2015, found that the growth of app installation has outpaced spend, increasing 346 percent since last year.

Additionally, the report showed that the operating system of a mobile device plays a role in click-to-install and click-through rates. Android users had a click-to-install rate of 35 percent, while iOS users ranked slightly below 30 percent. Android operators also had a 1.2 percent CTR rate, outpacing iOS users, who totaled about 1 percent.

September 18, 2015: The number one position in search results isn’t necessarily the be-all and end-all for marketers anymore, according to a new study by Blue Nile Research.

The research shows search results with rich snippets (i.e. star reviews, author images) listed further down on the page outperformed a standard link in the first position. On average, a position 2 search result with rich snippets received 61 percent of clicks. In contrast, a standard link in position 1 received 48 percent of clicks – a 13 percent difference.

Percentage of Clicks

September 17, 2015: According to the “2015 Email Marketing Metrics Benchmark Study” from Silverpop, transactional messages continue to translate into more customer engagement for marketers than broadcast emails.

Specifically, the research shows that transactional emails – those that are relevant to a customer’s previous actions – have a 72 percent open rate and 30 percent click rate.

Open Rate

The report also reflects that top performing brands tend to show a commitment to establishing ongoing relationships with their existing customers. Companies that created email campaigns based on a customer’s previous action, such as a recent purchase or password reset, were able to drive more engagement due to timeliness, according to the study.

Contact KoMarketing Associates

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

Melissa Sopwith

"The team at KoMarketing was great at listening to our organization's needs to ensure they were on the same page with goals and objectives. The provided a clear path for getting to desired results, were fast and flexible when adjustments were needed and above all else, provided the highest level of client service. KoMarketing is a pleasure to partner with!" - Melissa Sopwith, Marketing Manager, Guidon Performance Solutions, a Teletech Company

Subscribe to our free quarterly newsletter to get the latest recommendations for B2B SEO, PPC and social media marketing: