Industry News

August 29, 2014: 70% of B2B Marketers Say Website is Customers' Primary Source of InformationA new study released has found that 70% B2B marketers of vary business sizes and industries agree that their website is their perspective customer’s primary source of information, followed by face-to-face interactions at 64% and word-of-mouth recommendations at about 62%.

The study, titled Digital Marketing and the New Buying Process, was done by B2BMarketing.net and Sitecore and also examines the lack of e-commerce efforts by many in the B2B industry, as 43% the survey respondents reported that less than 20% of their total sales came from digital channels.

August 27, 2014: Email MarketingAn annual survey released by Chief Marketer on B2B lead generation shows that email is still the most popular channel for marketers. Approximately 87 percent of respondents to the survey claimed that they will continue to use email marketing to generate B2B leads. This is compared to 86 percent documented in the 2013 version of the survey.

More than 65 percent of respondents in the survey claimed that email marketing is a key component of their overall strategy.

August 25, 2014: ArrowsA study released in July 2014 by Tata Consultancy Services found that 70 percent of enterprises consider digital initiatives to be critical to business, with marketing technology and social media budgeting receiving significant priority. The study surveyed 820 executives in 13 global industries across 10 countries.

The results showed that executives in each region put more than 20 percent of their budget into big data and analytics software. Executives in Europe, Asia-Pacific and Latin America put approximately 19 percent of their budget toward social media. North America exceeded this average with 21.4 percent of its budget going toward social initiatives.

August 22, 2014: ROIAccording to an April 2014 Useful Social Media poll, in the last four years, less than 34% of international corporate marketers maintained confidence in their ability to measure the ROI of their company’s social media efforts.

Key performance indicators (KPIs) usage has dropped, compared to over the last few years, as more corporations have gone down the path to use fewer metrics to find their social media ROI. This shows in a 38% drop in conversions and a larger drop (58%) in number of brand ambassadors. The Useful Social Media poll reports, this descent could be from a few different factors or “executives had figured out which metrics were critical and gotten rid of the rest.”

August 20, 2014: TwitterOn Aug. 12, Twitter announced on its blog that it will be launching a beta test of Promoted Video, a new program that allows marketers to stream videos onto users’ timelines. David Regan, the author of the blog post, wrote that promoted video tests have shown better engagement from users.

“Promoted Video builds upon the Twitter Amplify program, and brings a new set of video tools to high-quality content producers,” writes Regan. “By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content.”

August 18, 2014: Leader Networks, a communication organization that facilitates relationships with executives, compiled their annual study of the environment of social business in the B2B industry for 2014. One of their key findings was the confusion between social media marketing and social business, as more than 50% of respondents reported that they did not differentiate between the two when it came to their strategy as a company.

social-371648_640 (1)According to Leader Networks, the difference between the two is as such:

  • Social Media Marketing: The use of social media for marketing.

August 15, 2014: Content MarketingToday, many B2B marketers believe their content marketing efforts align with business goals and engage buyers on all stages of the buying cycle. In reality, this isn’t the case. According to a 2014 study by Forrester Research, the Business Marketing Association and the Online Marketing Institute, 51% believe their content marketing practices are mature, but a larger 85% of B2B marketing leaders fail to connect this activity to business value, which causes marketers to fail in customer retainment and shows a weakness in the later stages of the buying cycle.

August 14, 2014: LinkedIn SolutionsAn internal document leaked to Business Insider reveals LinkedIn’s plans to utilize Bizo to market its own comprehensive B2B marketing platform. The memo provides rare insight into the motivations behind LinkedIn’s acquisitions and its plans to become a $1 billion company by 2017.

By Q1 2015, LinkedIn plans to enhance its B2B marketing solutions by incorporating Bizo’s primary product, Bizo Multi-Channel Nurturing. BMN allows marketers to re-target and nurture prospects. LinkedIn also anticipates both companies’ sales teams to be fully combined by the end of Q1, according to the memo.

August 13, 2014: According to a new report, The 2014 Benchmark Report on B2B Content Marketing and Lead Generation, by Starfleet Media, 93% of B2B marketers invest in content marketing in an effort to raise brand visibility.

The report shows that generating more leads (89%) and generating higher quality leads (86%) are also important factors for B2B marketers when investing in content marketing. Additional objectives sought after with assistance from content marketing include:

  • Driving more website traffic: 81%
  • Improving search rank (SEO): 72%
  • Demonstrating thought leadership: 64%
  • Reducing costs in other traditional marketing areas: 56%

August 12, 2014: A new way to optimize campaign performance with Twitter Ads   Twitter BlogsAs Facebook revamps its advertising offerings, Twitter is changing its advertising program as well. The social networking platform, known for its 140-character updates, now plans to give companies multiple ways to purchase ads.

Twitter announced on Aug. 7 that marketers will be able to use “objective-based” campaign tools to reach out to target audiences. In the past, Twitter had a cost-per-engagement model, and users only had to pay for promoted tweets when people interacted with them, according to AdAge.

Now, marketers can decide how they want their money to be used. For instance, they can choose to pay when a Twitter user retweets an update or favorites a tweet.

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