Industry News

September 4, 2015: Customer journeyA shifting buyer landscape has made it necessary for marketers to consider the entirety of the customer experience and invest across the buyer journey. A recent study by the CMO Club and IBM shows marketers are spending their budgets fairly evenly across the customer experience.

The buy stage and discovery stage grab the greatest budget percentages with 21 percent and 20 percent, respectively.  Learn (16 percent), try (16 percent), advocate (14 percent) and use (13 percent) are the other major budget areas.

The report noted many of the surveyed marketers remarked on the impact of digital disruption over the last decade with customers dictating the journey more than ever.

September 2, 2015: In a new survey titled, “Inbound vs. Outbound: Consumer Perspectives on Marketing Effectiveness,” researchers from Moz and Fractl compared both types of marketing to determine the most cost-effective way to reach out to buyers. Data proved that with a $10,000 budget, marketers could get more for their money through inbound marketing than outbound.

Statistics showed that with $10,000, marketers could accumulate more than 3 million company views through content marketing. This is a drastic increase from the 300,000 views they could receive through a local television commercial or direct mail (17,000) with the same budget.

September 1, 2015: The CMO Council and Geoscape published a white paper on Sept. 1 titled, “Activating the New American Mainstream,” to show how marketers are creating strategies to best engage the country’s culturally diverse business industry.

According to the data, more than one-third of today’s American population is Asian-American, African-American or Hispanic. By 2020, these three groups will total nearly 130 million people.

Despite these statistics, researchers found that 80 percent of B2B marketers do not have a multicultural marketing initiative in place. While 66 percent of respondents said they have the support of their CMO to create a multicultural marketing strategy, about 60 percent said they lack support from their board of directors. Further, the majority (54 percent) said they allocate no more than 10 percent to multicultural marketing initiatives.

August 31, 2015: Monitor screen showing email in the inbox

A new study released by Adobe on Aug. 26 shows that marketers can still gain from email campaigns as Americans continue to heavily rely on email despite the popularity of other digital channels, like social media.

“There’s tremendous opportunity for marketers who perfect their email tactics,” Kristin Naragon, Adobe’s director of email solutions, wrote on the Adobe blog. “Fifty-eight percent of our respondents say that email is their preferred way to be contacted by a brand.”

The Adobe campaign team surveyed 400 U.S.-based workers and also determined that 70 percent check their email while watching TV, 52 percent do so in bed, and 50 percent check it on vacation.

August 26, 2015: New research indicates that although B2B marketers are struggling to generate quality leads, they see their budgets increasing in the near future to assist with their efforts.

The “2015 B2B Lead Generation Report” published by BrightTALK found that generating high quality leads is still the top issue for 59 percent of marketers. However, 58 percent expect their lead generation budget to increase in the coming year.

Lead Gen Budget Trends

Other lead generation challenges for B2B marketers include a lack of resources (61 percent), lack of high-quality data (42 percent) and lack of target audience insight (38 percent). Additionally, 24 percent said they are unsure of how to gauge the conversion success of their lead gen strategy.

August 26, 2015: As the number of online users turning to their mobile devices to access the web continues to grow, research shows that marketers are adjusting their strategies accordingly by devoting more of their budgets to social and mobile.

“The CMO Survey” conducted by the Duke Fuqua School of Business shows that marketers will spend 15.6 percent of their budgets on mobile marketing over the next three years. If this projection holds true, it would represent an increase of approximately 160 percent, as marketers currently devote just 6 percent of their budgets toward mobile.

Mobile

August 24, 2015: The “Marketing Technology Strategy” survey published by Ascend2 in August 2015 showed that although marketers are still struggling to get their hands on necessary tools, most are seeing a moderate level of technology-related success with their campaigns.

About one third (34 percent) of respondents said they don’t have all of the marketing tools they need or don’t fully utilize what they have. However, 73 percent said their marketing technology strategy is still “somewhat successful” or “very successful,” meaning they achieve their most important objectives.

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August 20, 2015: Touch EmailThe “Overcoming Marketing Challenges: Email” white paper published by Smart Focus and Econsultancy has revealed that more emails than ever before – 100 billion per day – are being sent to consumers. However, many of them go unseen by their recipients. Approximately 77 percent of marketers are struggling to create “stand-out” emails.

About 47 percent said that they cannot find time to optimize their email campaigns, which results in a decrease in overall digital marketing efficiency. However, the data shows that marketers know what needs to be done to turn around their email campaigns.

August 19, 2015: Data recently published by inboundli has revealed that B2B content marketers commonly rely on content curation early in the sales cycle to overcome production hurdles such as lack of time, budget and resources.

“This lack of resources, be it time, budget or employees, is the reason curation attracted the attention of marketing departments worldwide,” wrote the authors of the infographic. “It allows you to fill up your content calendar and consistently publish a variety of high-quality content at a fraction of the time and cost that is required for creating content.”

August 17, 2015: The “2015 Lead Nurturing Benchmark Study” published by Demand Generation has revealed that B2B marketers continue to benefit from their lead nurturing efforts. More than a quarter (28 percent) of respondents said they receive a 20 percent of greater increase in sales opportunities from nurtured leads, as opposed to non-nurtured prospects.

Additionally, 26 percent said they get 10-to-20-percent better response from lead nurture campaigns compared to standard campaigns.

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The biggest benefits of lead nurturing are a better response to campaigns as a result of targeting and relevancy (64 percent) and the opportunity to hone in on prospects based on their interests and behaviors (about 57 percent).

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