Industry News

November 24, 2014: Lightbulb GlowingTo understand how professionals perceive marketing innovation inside and outside of their organizations, Marketo recently surveyed senior-level B2B marketers and found that approximately 74 percent of respondents cited consumer brands when they were asked to name companies that led the way in terms of innovative marketing. This data indicates that B2B marketers still see their B2C counterparts as more inventive.

The survey also revealed that 46 percent of marketers believe that knowing your prospect is a powerful driver of innovation. Marketo found that about 44 percent of respondents believe that innovation is “very important” to marketing, while 36 percent rank it as “important.”

November 20, 2014: Customer journeyA new study conducted by Salesforce and LinkedIn titled “The State of Marketing Leadership,” has shown that out of the 510 surveyed B2B marketers, 37 percent had incorporated the customer journey into their overall business strategy.

In order to create a cohesive customer journey, 75 percent of B2B marketers said that CRM tools were “absolutely critical.” About 82 percent claimed that marketing analytics were “very important,” while 75 percent said the same about content management.

“Customer journey mapping, or illustrating important touch points along the customer journey and the different ways customers might respond to them, will be an important area for marketing leaders to oversee,” wrote the authors of the study.

November 19, 2014: checklist - exceeded expectationsA new study released by Forrester Consulting shows that B2B buyers are now demanding more omni-channel capabilities when it comes to making purchases. The study, “Building The B2B Omni-Channel Commerce Platform of the Future,” discovered that B2B buyer expectations have shifted as a result of B2C customer experiences, which are often simple, transparent and efficient.

“B2B buyers’ prior experiences with B2C digital commerce are creating high expectations for those buyers when making online B2B purchases,” wrote the authors of the study. “Today’s B2B customers, similar to B2C consumers, are fundamentally transitioning their product discovery and buying behaviors from offline settings into online and mobile environments.”

November 18, 2014: video top three strategy for b2b marketingVideo has become a top tactic for B2B marketers, in terms of effectiveness, but still lags other channels with respect to usage.

While video was tied with blogging as the third most effective tactic used by respondents, it fell behind six others (including blogging) in usage. These findings were uncovered by eMarketer from MarketingProfs / Content Marketing Institute’s B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America study,

In-person events and webinars/webcasts were the most effective tactics, but also were not in the top tier of utilized tactics (5th and 12th respectively).

November 11, 2014: The B2B e-commerce market worth will continue to grow to $6.7 trillion, according to a recent article on Forbes, which reports new findings by research firm Frost & Sullivan. These current predictions are largely to do with the success of Alibaba, which is the most popular e-commerce website in China. Alibaba currently has a gross merchandise value of just over $27 billion, which only represents 11% of its total value.

November 6, 2014: arrows missing targetA survey conducted by Annuitas, a B2B demand generation strategy firm, has found that only 2.8 percent of B2B marketers claim that their demand generation campaigns are effective at achieving goals and less than half of marketers use buyer personas when creating their strategies.

“Although there are many studies on B2B marketers today, not many focus on the enterprise and uncovering their drivers, strategies and results will help us benchmark ourselves and our organizations better,” said Carlos Hidalgo, CEO and principal at Annuitas. “Since the enterprise struggles with unique challenges in connecting and engaging with their buyer, we wanted to better understand their strategies and how effective they are.”

November 4, 2014: stuck-in-middleA new survey conducted by Corporate Visions has discovered that 40 percent of B2B professionals believe that coordinated demand generation and sales training initiatives lead to stronger lead conversion rates. However, just 10 percent of B2B companies are coordinating their sales training and demand generation tactics.

Looking deeper into the results, approximately 15.4 percent of respondents said that their demand generation and sales training teams were completely uncoordinated. About 43 percent said that they were somewhat coordinated.

November 4, 2014: In a new study titled B2B Content Marketing Spotlight Report sponsored by BrightTalk, IDG Enterprise, io integration, and SpiceWorks, participants stated that they weren’t creating content to generate revenue: just 16 percent said revenue generation was their top goal for content marketing. This is likely due to the fact that most marketers know that it takes several instances of brand exposure before a prospect ends up buying a product or service, according to Webbiquity.

Top Content Marketing Goals

Some of the top goals for creating content were lead generation (59 percent), thought leadership (43 percent), brand awareness (40 percent), and lead nurturing (33 percent). The two lowest reported goals were social media engagement (9 percent) and channel enablement (3 percent).

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.”

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