Industry News

December 17, 2014: Content MarkertingA new report published by Forrester Research shows that a majority of B2B websites have failed to engage users with content in 2014, forcing chief marketing officers (CMOs) to rethink their content marketing plans for 2015.

Forrester scored companies according to various factors, including the appeal of their website content and use of video. The companies had the potential to score a perfect 30, or obtain a passing score of 20 or above. Only four companies successfully passed Forrester’s test; the average score was 12.8. Forrester did not reveal the names of the four companies that passed its test.

December 16, 2014: 68% of B2B Clients Say Independent Reviews Most Important Indicator of TrustA study completed this Fall by The Alternative Board (TAB) revealed 68 percent of business owners believe outside reviews (done by some person or entity not related to the company) are the most important indicator of whether or not they can trust a new B2B vendor.

Vendor Trust

Many of the study participants indicated that they use a variety of factors to asses the trustworthiness of a specific vendor. While 70 percent named themselves as “somewhat trusting” at the start of the process, 21 percent said they were “somewhat distrusting,” signifying that many customers are willing to give vendors the benefit of the doubt, but B2B vendors do need to work to get their customers’ full trust.

December 15, 2014: Businessman Using ComputerTREW Marketing recently released the results of a marketing survey in conjunction with CFE Media, determining that technical audiences find white papers and product information to be the most valuable pieces of content when researching the latest engineering technologies, industry trends, and products/services.

Respondents also claimed that search engines, supplier websites and trade publications were valued resources for content. YouTube and other social media networks were towards the bottom of the list.

December 11, 2014: Money with ChartA survey conducted at the 2014 DMA Annual Conference for data-driven marketing found that 47 percent of brands are already seeing positive ROI from data-related investments made over the past few years, an eight percentage point increase from last year’s results.

Infogroup, a company dedicated to providing B2B data solutions, surveyed approximately 600 DMA conference attendees to compile its findings. The survey has been conducted at the DMA conference for three years in a row. Information shows that marketers have continued to increase their data-driven marketing budgets throughout this time.

December 9, 2014: New B2B Marketing Database Offers Access to 25 Million ContactsThe size and popularity of B2B databases has continued to grow, with contact opportunities well into the millions. According to, marketing data and partnership firm Every Market Media has recently launched a new B2B marketing database, which offers access to up to 25 million contacts and now is considered one of the largest available. The firm offers access to the database for direct mail, telemarketing, and email marketing campaigns for B2B marketers who want access to potential clients.

December 8, 2014: According to Regalix Research’s “State of B2B Event Marketing” report, 91 percent of B2B marketers still invest in event marketing, with 79 percent believing that physical events yield better ROI when compared with other elements of the overall marketing mix.

Event marketing can be defined as strategic marketing and advertising specialization that provides customers and prospects with an interactive experience of a company, according to Regalix Research. About 73 percent of respondents said that conferences were the most commonly conducted marketing event. Furthermore 64 percent see their event marketing budgets increasing within the next 12 months.

December 3, 2014: be different, be the oneA report conducted by Ecoconsultancy, in association with Adobe, recently revealed that 6 in 10 company marketers agree that the ability to personalize content is fundamental to their online strategy’s success.

Furthermore, 54 percent of individuals say they are committed to providing a more personalized Web experience. To create a more personalized Web experience, 65 percent of company respondents said that they rely on personal data such as name, gender and location. About 45 percent claimed that they utilize user preferences, and 38 percent said they use purchase history.

December 2, 2014: A new study by titled “B2B Agencies Report 2014″ found that marketing strategy and planning was the top revenue generator for the agencies surveyed.

These results likely indicate that marketing planning and strategy for B2B companies is the most extensive service requested from agencies. Other top revenue-generating services for the B2B marketing agencies polled included website design/development/management, branding, content marketing, and general design/production.

On the flip side, the services that were the least revenue-generating included video, print advertising, telemarketing, and direct mail. This further proves that digital strategy not only is more profitable for B2B marketing agencies, but it also likely corresponds with success for clients as well.

December 1, 2014: Social media communication conceptNew data from the “Social Media 2014 Update” survey shows that less than one-third of B2B marketers are utilizing social media to identify new opportunities and just 4 percent of these individuals use it to gather valuable data on their target buyers to enrich leads.

“Amazingly, SMB owners’ use of social media as a marketing channel is still an untapped gold mine,” said Jonathan Dietrich, senior director of CEB’s Marketing to Small Business Leadership Council. “It generates tremendous amounts of data that marketers should leverage to create new business opportunities and significantly improve sales performance.”

November 26, 2014: The “From Promotion to Emotion” white paper released by the CEB Marketing Leadership Council recently looked at how B2B buyers connect to brands and found that B2B companies had a 64 percent purchase rate when they had a high brand connection to their customers. The purchase rate was only 5 percent when companies had no brand connection.

CEB Study

Researchers also determined that B2B buying is extremely personal, although B2C buying is typically perceived to be more emotional. Losing time due to a poor purchase, losing credibility, and losing a job were all key stakes cited by B2B buyers surveyed for the white paper.

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