Industry News

September 17, 2014: Boosting BudgetThe annual “State of Inbound” report, released by HubSpot, has revealed that 74% of B2B companies have increased or kept their inbound marketing budget the same this year.

HubSpot conducted its research between June 25 and July 15 of this year, analyzing survey responses from 3,570 people to compile its final product.

HubSpot researchers attempted to determine why companies were encouraged to increase their budgets for inbound marketing purposes. They looked at the economy, a change in management, post success and post failure as potential reasons for the change. Slightly more than 50% of higher inbound marketing budgets were the result of post success through inbound marketing, while close to 30% said that a change in management encouraged the bump in budget.

September 17, 2014: A new study by Salesforce’s exacttarget (an email campaign platform that specializes on predicted intelligence) has found that 60% of emails reminding users of their abandoned shopping carts generate sales the day the email the sent.

The report, titled “The Predictive Intelligence Benchmark Report,” also had additional findings on the conversion rate, click-through rate, and overall influence of predictive intelligence, which is defined by exacttarget as, “predict[ing] the right message, channel, and timing for each customer experience and inform critical business decisions by using all available customer data.”

Other interesting findings in the report include:

September 15, 2014: businessman hand writing text we love our customersApproximately 91 percent of B2B companies say that their primary objective for content marketing is to acquire new customers, according to a report released by Starfleet Media titled, “The 2014 Benchmark Report on B2B Content Marketing and Lead Generation.”

A total of 261 people participated in this study. They held roles such as Marketing Vice President, Marketing Director and Marketing Manager. About 71 percent of respondents were from North America, while 23 percent were from Europe.

Nearly 89 percent of respondents said that their primary objective for investing in content marketing was to generate more leads. About 93 percent said that they wanted to increase brand visibility, while 86 percent wanted to generate better leads.

September 15, 2014: Business To BusinessIn the new Emarketer report, “B2B Content Marketing: Finding Satisfaction Beyond the Lead,” most of the participating marketers see B2B content marketing as a way to increase lead generation, with less looking at other intangible KPIs that content potentially offers.

Since lead generation lives near the top of the purchase funnel, buyers look for content to help them in their research, during the consideration phase and some dissatisfied B2B marketers turn away from content marketing with leadership not fully understanding the non-revenue benefits of these efforts.

September 10, 2014: InnovationThe type of insight-based content created most frequently by B2B sales and marketing professionals is believed to be the least effective.

This information comes from a survey conducted by Corporate Visions Inc., a marketing and sales tool provider. The survey received 400 respondents, all of whom were B2B professionals.

In the survey, insights were broken down into four categories. “Anecdotal” insight, which was defined as in-house created content that focused on best practices or day-to-day issues. In contrast, “Authoritative” insight was referred to as content that leverages the work of third parties. “Current” insight was defined as content that centers around original research, and “Visionary” insight was positioned as content that leverages in-house expertise.

September 9, 2014: In a new study on content marketing by TrackMaven, a platform that provides “competitive intelligence for digital marketers” (according to their website), even though 87% of marketers schedule their blog posts during the work week, those scheduled on the weekend actually get more social shares (especially Saturday). Furthermore, while the majority of blog posts are published from 9 am to 6 pm eastern, posts that are published between 9 pm and midnight eastern are shared the most on social media, with the hour of 10 pm getting the highest engagement overall.content marketing and social share report findings

September 8, 2014: facebook and twitter (1)CMOs at companies that provide a B2B product are projected to put 19.9 percent of their budget toward social media within the next five years. At businesses that offer a B2B service, CMOs are predicted to put 22.2 percent of their money into social media. This is according to The CMO Survey, sponsored by the American Marketing Association, Duke University and McKinsey and Company.

About 4,262 top U.S. marketers were contacted for the survey. A total of 351 responded and provided the data for The CMO Survey, which is administered twice a year.

September 5, 2014: Research Shows B2B Marketers View Video as SignificantA new study shows that more B2B content marketers are turning to video to reach out to their target audience. The “Video Content Metrics Benchmark Report,” released by Demand Metrics this August, found that video is becoming “somewhat” or “far more” important as a form of marketing and sales content.

Demand Metrics surveyed a group of marketers from B2B organizations that reported revenue growth in the most recent fiscal year. Approximately 70 percent of the respondents claimed that video has performed better for them than other content when it comes to producing conversions. The same percentage said video engagement data is somewhat or very effective as a lead quality of business opportunity indicator.

September 4, 2014: A new study by BrightEdge, titled Cracking The Content Code: A Look Inside the Channels and Content That Perform, found that for both B2B and B2C websites, over half (51%) of all their website traffic is from organic search (meaning that users navigated to their websites via organic, non-ppc results on search engines. The rest of the traffic came from referrals (other sites), direct visits, paid, and social media.

Study Reports Organic Search Brings 51% of B2B Website Traffic

BrightEdge states, “The bottom line? Marketers shouldn’t spread themselves thin trying to engage with consumers at every point of entry. Instead, marketers should funnel resources into the digital marketing channels that will offer the most bang for their buck.”

September 2, 2014: emailA new study from email marketing platform Yesmail reveals that B2B email recipients were slow to engage with emails sent by marketers in Q2 2014, ranking last by industry in an analysis of recipient activity.

According to the study, “Email Marketing Compass: Benchmarks from Q2 2013 through Q2 2014,” 1.3 percent of B2B email marketing recipients could be considered “active” in Q2 of this year. This means that the subscribers opened or clicked an email within 90 days of receiving it. Out of all of the industries that Yesmail analyzed, B2B ranked the lowest.

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Melissa Sopwith

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