Industry News

September 29, 2014: Challenges AheadIn a webinar hosted by CMS Wire on Sept. 23, Amit Varshneya of Demandbase and Holger Schulze of eG Innovations sat down to discuss the results of the “Trends and Challenges of B2B Marketing Analytics in 2014” survey. Schulze, who led the research initiative, looked at responses from 500 marketing professionals. He found that 54 percent of people claim that a lack of systems integration was a big challenge for marketers this year.

September 25, 2014: easy buttonA new survey released by Ascend2, a marketing solution provider, shows that email is a popular form of digital marketing because it’s easier to execute than other means.

Only 11 percent of respondents in the “Digital Marketing Strategy Survey” said that email was challenging, making it the simplest out of the eight digital marketing methods measured. Social media was the most challenging tactic with 49 percent of respondents saying that it was difficult to execute.

September 24, 2014: Online advertising written in search barPrint advertising revenue in the B2B industry declined from $1.8 billion in Q2 of 2013 to $1.6 billion in Q2 of 2014, according to a new report. Meanwhile, digital advertising revenue increased from $1.2 billion in Q2 of 2013 to $1.3 in the same period of this year.

This information comes from the Business Information Network Report, released by The Association of Business Information and Media Companies on Sept. 17. To create the report, ABM used information from the Interactive Advertising Bureau and Inquiry Management Systems.

September 22, 2014: A study and accompanying infographic (pictured below) by Circle Research and The Marketing Society found that nearly 80% of surveyed B2B marketers believe that social media is an effective channel for their marketing efforts.

Survey participants also stated that if they had extra room in their marketing budget, 38% would spend even more on social media. The most popular category for extra spend would be apps and mobile optimization (39%). The study, which was created by Omobono, a UK-based business marketing agency, included these statistics as part of their annual “What Works Where in B2B” study, which was expanded last year to include the United States.

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

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