Industry News

October 8, 2015: According to a recent report from Informatica, B2B marketers’ heavy focus on email marketing and social media could be causing them to miss out on other beneficial technologies.

The data shows that 89 percent of surveyed B2B marketers are leveraging email marketing and another 70 percent are active on social media. However, testing and optimization (31 percent), content management (55 percent), search marketing (52 percent), marketing automation (49 percent), testing and optimization (31 percent) and data management technologies (37 percent) all lag behind.

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October 7, 2015: As sales reps and marketers strive for alignment, research indicates that there have been some challenges along the way. A new report published by Highspot and Heinz Marketing has uncovered that 55 percent of B2B sales reps and marketers have three or more channels for sharing sales content, further complicating the delivery process for both sides.

More than 70 percent of respondents claimed that they rely on email to get marketing content into the hands of the sales team. Less than 50 percent use a CRM, while 40 percent utilize a cloud-sharing system. Just 12 percent stated that they have a sales enablement technology in place.

October 6, 2015: As visual assets become a significant part of content marketing, research indicates that marketers are feeling more obligated to show their benefits.

This is according to the “State of Visual Commerce” study released by Curalate, which found that 77 percent of marketers feel an increasing amount of pressure to exhibit an ROI from visual content. However, just 11 percent believe that they leverage imagery “very effectively.”

Marketers indicated that their visual content performs best on social media and worst within mobile commerce environments. About 84 percent publish images on social media, while 33 percent attempt to reach customers via mobile.

October 5, 2015: Although email marketing is a popular strategy, a new Experian report indicates that marketers still struggle to reach their audience, as 73 percent of companies have faced email delivery issues over the past 12 months.

According to the data, poor delivery typically results in an inability to communicate with subscribers for 41 percent of respondents. Inadequate customer service (24 percent), regulatory hurdles (22 percent) and unnecessary costs (22 percent) were also consequences of poor email delivery.


Ninety-five percent of all companies attempt to track their email marketing campaigns. About 46 percent gauge their efforts based on leads or opportunities created from email. Forty-five percent do so by tracking revenue attributed to email marketing efforts.

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.

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