Industry News

January 26, 2015: Writing in DarkAccording to a recent CorporateVisions survey, only 27 percent of today’s B2B marketers believe that their campaigns are customer-centric.

Additionally, only half of B2B companies have trained their content creators and expect them to portray their company message consistently. About 20 percent of respondents said that they believe it’s just a “free for all” and everyone does what they think is best. In turn, there is no unified approach to marketing messaging and content creation.

“There’s too much at stake,” wrote the authors of the survey. “Telling your story on purpose — not by accident — starts with developing a marketing methodology that converts leads into real opportunities.”

January 22, 2015: A recently released Ascend2 report has found that 67 percent of companies consider email list growth to be “very important” to the success of their marketing program, however,  approximately 30 percent claim that their email marketing efforts have been relatively unsuccessful.

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The data shows that nearly 44 percent of respondents said that content relevance and value are their most challenging obstacles when it comes to email list growth. About 43 percent of people said that list growth expertise was their primary issue, while 40 percent claimed email list accuracy was the main problem.

January 20, 2015: The “SMB Internet Marketing Survey 2014,” conducted by BrightLocal, shows that 37 percent of small businesses plan on spending more money on Internet-based marketing in 2015. This is compared to 21 percent who responded the same way when the survey was conducted last year.

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“There has been a 16 percent rise in SMBs that plan to increase their internet marketing spend over the next 12 months, giving those of us involved with local search/marketing a positive indicator for our businesses in 2015,” wrote the authors of the report. “Forty-seven percent of businesses are unsure about whether they will change their spend level in 2015 – so maybe this figure of 37 percent will actually increase if business conditions are positive in 2015.”

January 15, 2015: Hand pushing grey login box formA new report from Janrain shows that B2B logins on LinkedIn increased by 6 percentage points in the fourth quarter of 2014, surpassing Google and making it the latest network of choice in the B2B industry.

The total number of logins leaped from 29 percent in the third quarter to 35 percent in the fourth. As a result of the increase in LinkedIn logins, Facebook and Google both lost 3 percentage points.

January 13, 2015: A recent Forbes/Turn study has found that organizations that are “leaders” in data-driven marketing report far higher levels of customer engagement and market growth than their “laggard” counterparts.

The annual study divided more than 330 executive-level respondents into three groups, based on usage of data:

  • Laggards (21% of group): doesn’t collect data or analytics for marketing and don’t plan to in the future. They have no formal digital marketing efforts under way. 
  • Dabblers (11%): has begun to incorporate data into some phases of their marketing process, but lack the skills and vision to see returns. 

January 12, 2015: consistent, compelling contentAccording to a recent study by Eccolo Media, nearly 64 percent of B2B technology buyers said that they read between 2 to 5 pieces of content before making a purchase.

About 30 percent of respondents said that white papers influenced their purchasing decisions. Additionally, 15 percent of people said that emails were influential to their consumption, while 57 percent cited product brochures and data sheets.

January 9, 2015: facebook video marketingThe push by Facebook to include video on its News Feed and posted by pages and personal users has led many to believe it will soon overtake YouTube as the primary tool used for online video marketing efforts.

According to MarketingLand, in the last year, video posts on the social network have increased 75% globally and 94% in the U.S., while the amount of video appearing in News Feeds has increased 360%. These stats are based on a public media blog post from Facebook.

January 8, 2015: Research recently published by Conductor, a Web presence solutions provider, shows that approximately 65 percent of senior marketers expect to spend more on marketing technology this year than they did in 2014 in an effort to stay competitive in the digital space.

The data shows that some of these investments are expected to be significant increases, as about 28 percent of respondents said that they plan to boost spending by more than 25 percent in 2015. Conductor surveyed 182 professionals in the B2B and B2C marketing realm to determine how they value technology, measure their efforts and target their customers.

January 5, 2015: Social marketing on blackboardA new survey conducted by SiriusDecisions shows that 95 percent of marketers in the B2B industry have created corporate social media accounts, however, approximately 50 percent of these individuals are not active on social networks on a regular basis.

Additionally, researchers found that only 10 percent of respondents were able to say that they could show the business value of social media. This data comes from the responses of more than 100 B2B marketing executives who took the survey, which focused on using social media for competitive research.

January 2, 2015: leads conceptual compassIDG Enterprise recently teamed up with the B2B Technology Marketing Community on LinkedIn to conduct its annual B2B Content Marketing Survey, showing that lead generation is the number one goal of content marketers looking ahead to 2015, followed by thought leadership.

Additionally, data showed that although only 30 percent of companies have a formally documented content strategy, those that do are more likely to be effective. However, content marketing didn’t come without challenges in 2014.

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