Industry News

October 30, 2014: Shopping-Cart-KeyboardA study released this October by Forrester Consulting titled, “The Rise of the Empowered B2B End User Buyer,” looked at what B2B buyers expect from sellers. Researchers determined that 30 percent of respondents said that they are not concerned about company procurement policies in place, meaning they often make purchases from B2B sellers on their own terms. In turn, this data highlights an opportunity for B2B sellers to forge lasting relationships with buyers through positive shopping experiences.

“B2B sellers should continue to foster their ongoing and deep relationship with their procurement customers,” wrote the authors of the report. “However, to avoid being left behind, they must court the ‘rogue’ business end user buyer by offering the right experience, information, and support.”

October 27, 2014: This October, Software Advice released its 2014 Demand Generation Benchmark Report, which showed that 41 percent of B2B marketers will increase their demand generation spending in 2015 across a variety of channels.

The survey examined responses from 200 U.S. B2B marketers, noting that 43 percent of marketers would spend the same as they did in 2014, with just 17 percent planning to decrease spending.

“People realize now that having a demand generation strategy is so critical,” Michelle Linn, content development director at the Content Marketing Institute, stated to Software Advice. “They need to plan content along the entire customer lifecycle. And it can be very time-intensive and resource-intensive. So, from that perspective, it’s not surprising that people are increasing spend at all. It’s an engine that constantly needs to be fed.”

October 22, 2014: Keyboard with Customize Orange Button.According to a recent study published by the Jackson Marketing group and Ascend2, although increasing visitor engagement is a top objective for B2B companies, 81 percent of respondents do not personalize their website despite its proven positive impact.

The study shows that approximately 15 percent of respondents said that they moderately personalize their website, while 4 percent said they extensively personalize it.

Out of the B2B companies that said they were personalizing some of their Web pages, 66 percent claimed that they were utilizing manual methods to do so. About 34 percent said that they use software to personalize them.

October 22, 2014: According to a Salesforce study reported by AllFacebook (which was related to the Global Digital Advertising Report for Q3 2014 by Adobe and published on CMO.com), researchers found that when retailers used both email marketing and Facebook advertising to target audience members, they were 22% more likely to purchase than when just being sent an email.

Combined email and Facebook ads means higher purchase rate

Graphic via AllFacebook

This occurrence likely happened because repeated exposure (at many times subconscious to the audience member) to a certain brand or product increases the likelihood of a purchase, according to Science Daily and many other sources.

October 20, 2014: leads conceptual compassThe “Lead Generation Strategy Research Summary Report,” released this October by Ascend2, shows the majority of sales, marketing, and business professionals are struggling to find success with their lead generation strategies.

The data reveals that 66 percent of sales, marketing and business professionals view their lead generation strategy as “somewhat successful.” About 21 percent said that they thought their strategy was “not successful.”

October 20, 2014: Twitter IconAfter successful experimentation, Twitter has announced that it will begin showing users extra tweets from people they don’t follow. On the Twitter blog, the social platform indicated they are initiating this update to keep Twitter users aware of what’s happening and to improve the experience in users’ home timelines with updates Twitter thinks will be interesting or entertaining.

October 16, 2014: Slide from StudyIn a report titled, “Missing the Mark: Global Content Survey of Brand Marketers and Their B2B Audiences,” released by The Economist Group this week, 75 percent of marketers said that mentions of their products and services were a frequent part of their content strategy. However, 71 percent of executives say that they do not have a positive impression of content that feels like a sales pitch, showing a disconnect between marketers and B2B buyers.

October 15, 2014: According to a new study, The Evolution of Google’s Search Results Pages & Effects on User Behaviour, by Mediative, the prime real estate in search engine results has shifted, and businesses that are positioned lower on the page (positions 2 – 4 in particular) are seeing see more click activity than they did several years ago.

heatmap study

As seen in the heatmap above, users no longer focus on the top of the page, but rather look at many of the results on the page. The report indicates that since top organic results are no longer in the top-left corner: users look elsewhere to find them.

October 13, 2014: According to the “2014 Janrain U.S. Consumer Research: Social Login and Personalization” study, published by Janrain, data shows that B2B professionals chose to log in with Google over LinkedIn, Facebook and Twitter during Q3 of 2014, when it came time to create accounts on the web.

Almost 35 percent of respondents said they logged in with Google. About 25 percent said they did so with Facebook, while exactly 30 percent logged in with LinkedIn.

B2B-trends

Social network and email identities are now the most popular way to create accounts on the Internet, according to Janrain. This eliminates the need to create and remember multiple user names and passwords.

October 9, 2014: Business PurchaseA study released by the Acquity Group, part of Accenture Interactive, has found that 94 percent of B2B buyers conduct some research before making a purchase, with 55 percent of them doing so for at least half of their purchases.

The “State of B2B Procurement” report looked at 500 B2B procurement officers with annual purchasing budgets of approximately $100,000. The goal was to determine how B2B companies adapt and stay competitive through their purchasing decisions.

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Melissa Sopwith

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