Industry News

April 23, 2015: MarketingAccording to the “2015 Digital Marketer Report” released by Experian this April, 31 percent of senior marketers claimed that marketing automation was their biggest challenge to date. As a result, 36 percent of them have made it their top priority for 2015.

“Automation is key in delivering true cross-channel campaigns,” wrote the authors of the report. “It enables the marketer to set up complex communications once, test as appropriate, track results for measurement and optimize accordingly.”

April 21, 2015: Landing Page ConceptAscend2’s recent “Landing Page Optimization” survey has revealed that increasing conversion rates (93 percent) is the most important objective for B2B marketers when it comes to landing page optimization. Improving lead quality (58 percent) and segmentation (30 percent) were also priorities for marketers, according to the report.

However, landing page success does not always come easy to marketers. Approximately 45 percent say that a lack of internal resources is their largest obstacle, while 41 percent claim that limited conversion-worth content is the top issue.

April 15, 2015: SoftwareAdvice published its “Marketing Automation Software Small Business BuyerView” report on April 15, revealing that 98 percent of buyers are looking to purchase marketing automation software for the first time as nearly half (47 percent) of them are still using manual methods.

“Marketing automation software has historically seen slow adoption,” Luke Wallace, SoftwareAdvice market research associate, wrote in the report. “In fact, many marketers seem to have a poor understanding of these systems.”

About 27 percent of marketers said that they are seeking software to improve lead management. Nearly 15 percent said that they are simply dissatisfied with their current system.

April 14, 2015:

B2B - Business Concept.A new report from Frost & Sullivan has predicted that the global B2B e-commerce industry will reach $6.7 trillion in 2020.The expected leaders are the U.S. and China, with the U.S. expected to double its contribution to the B2B e-commerce revenue pie in the next five years (to $1.2 billion).

The study outlined that the path toward almost $7 trillion won’t be easy, especially for the retail market. Some of the struggles the report outlines for B2B retailers include:

  • B2B prices are usually variable, with high order volumes
  • Shipping options may require more logistics, depending on the product

April 13, 2015: marketing-analyticsA new study published by Spear Marketing has revealed that a number of inefficiencies, ranging from poor data quality to a lack of lead nurturing efforts, are preventing B2B marketers from fully leveraging the potential of marketing automation software.

According to the data, 40 percent of B2B marketers do not use an automated email responder to follow up with new leads. Additionally, nearly 54 percent of respondents said that their marketing database includes poor, inaccurate data and almost three-fourths (74 percent) indicated that fewer than 50 percent of their email campaigns are triggered or automated vs. simply “one-off” (batch) programs.

April 10, 2015: A new report published by B2B Marketing and Marketscan has found that only one-third of B2B marketers think “data first” when planning and carrying out their strategies.

According to the results, approximately 50 percent of respondents said that data is used “sometimes,” while 13 percent said that they rely on experience more than data. Further, more than 70 percent of B2B marketers believe they aren’t getting the most out of their database.

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The number one challenge related to data was a lack of data accuracy (31 percent), followed by a lack of technological sophistication (11 percent). Additionally, 56 percent of respondents said that there is currently a data management skills gap in their organization.

April 8, 2015: 2015 State of B2B Product MarketingWhen Regalix recently surveyed a pool of B2B marketers, they found that 89 percent of them use new customer acquisition as the main metric to measure the success of their product marketing campaigns.

The vast majority of marketers believe promoting their products is worthwhile, as the study found that 84 percent of them invest in product marketing strategies.

Product Marketing Tactics

One of the main tactics the surveyed marketers utilize to achieve their goals is the creation of marketing collateral (80 percent).  In addition, 67 percent use market research, while only 48 percent use “collecting product feedback” as part of their marketing campaign process.

April 6, 2015: A new Janrain study shows that Facebook took over the top spot for B2B social logins in the first quarter of 2015 as LinkedIn logins fell to 25 percent, marking a 10 percent drop from the fourth quarter of last year.

The data shows that Facebook saw an increase from 24 percent to 35 percent in the past quarter, surpassing Google Plus, LinkedIn and Twitter. Researchers believe that Facebook’s new focus on consumer data privacy and increased control over personal data may have driven its quarterly gains.

Q1-2015-B2B-social-trends (1)

April 2, 2015: Mobile phone communicationTrends in a new quarterly report released by Yesmail revealed that mobile’s role in email marketing is expanding as both email clicks and conversion rates from mobile devices increased in the fourth quarter of 2014.

The data shows that mobile email clicks accounted for almost 40 percent of all email clicks in Q4. Additionally, year-over-year data showed that mobile conversation rates have grown by 70 percent, while desktop conversation rates have dropped 4 percent.

March 31, 2015: According to a new white paper from the Digital Marketing Depot, marketers who use automation software have seen a 10 percent increase in their sales pipeline, yet only 9 percent of potential software buyers currently have a system in place.

The collection of data shows that platform ease of use and low levels of satisfaction are two key factors in low marketing automation penetration rates. Eighty-five percent of B2B marketers using marketing automation platforms don’t believe they are using them to their full potential, according to SiriusDecisions. Nearly 20 percent of marketers surveyed by Aberdeen Group had recently switched or were in the process of switching their marketing automation platform provider.

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Alexis Karlin

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