Industry News

February 11, 2016: As B2B marketers look to cater to the demands of their customers, new research has uncovered the intricacies of vendor-buyer relationships. An eBook from LinkedIn titled, “Rethink the B2B Buyer’s Journey,” shows that 52 percent of B2B buyers consider trust to be the largest reason for their vendor relationships becoming stronger.

Personal relationships (45 percent) and responsiveness (45 percent) are also significant contributors to strong relationships.

b2b, buyer, marketing, vendor

“Perhaps, after years of preaching customer focus, B2B marketers and salespeople are doing more than talking the talk and are finally walking the walk of taking care of customers,” wrote the researchers of the report. “It’s also likely that technology, multiple communication channels, and online help centers and community sites have helped scale customer support.”

February 10, 2016: As personalization continues to play a key role in marketing, senior marketers are optimistic in their abilities to provide a unique customer experience. The “Making Personalization Possible” report from the CMO Council has found that 75 percent of respondents are “hopefully optimistic” or “totally confident” that their personalization efforts will yield the impact they expect.

More than two-thirds (68 percent) of respondents stated that they plan to optimize the customer experience through better client data, insights and analytics.

marketing, marketers, customer experience

February 9, 2016: HiResA recent Gallup study, “Guide to Customer Centricity: Analytics and Advice for B2B Leaders,” found B2B companies need to do a better job of engaging customers if they want to retain their business. Across multiple B2B verticals, 71 percent of customers reported they were either indifferent or actively disengaged with their B2B vendor.

The data also showed 20 percent of B2B customers had experienced
a problem with a company or product, and only 40 percent believed the B2B company resolved their problem.

February 8, 2016: Looking ahead to the remainder of 2016, new research suggests that B2B marketers have set a wide range of goals, led by customer retention and improving marketing ROI.

The Fanatics Media benchmark study titled, “Assessment of Excellence in Marketing,” has found that 65 percent of enterprise-sized B2B companies would like to focus on customer retention in 2016, making it their primary objective. For medium-sized B2B organizations, the largest number of respondents (35 percent) said that they have made improving marketing ROI their top goal.

February 4, 2016: Vector top view of desk prepare working for text START UP Business.Flat design illustration.

As marketers look to keep pace with the latest trends in technology and their industry, many of them are turning to startups for assistance. In fact, a new Association of National Advertisers report titled “Brands Working with Startups” has discovered that approximately one-third of marketing professionals now work with startup companies.

While startups are most commonly used for their technology solutions, the data shows major brands are not investing for this purpose alone. Instead, marketers are investing in them to deliver solutions to common business problems. According to the data, the majority of marketers hire startups to handle social media (53 percent), content development and management (49 percent), and analytics (45 percent).

February 3, 2016: A recent Forrester Consulting survey commissioned by EverString found that predictive marketing analytics use correlates with better B2B business results and metrics.

In fact, the data shows that predictive marketers are 2.9 times more likely than companies that haven’t implemented predictive marketing analytics to report revenue growth at rates higher than the industry average.

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In addition to better business results, predictive marketers are generally more effective at balancing the full customer life cycle compared to marketers who do not use predictive marketing. Seventy percent of “retrospective marketers” ranked discover-stage activities (such as defining target audiences) among the top three activities they do best, whereas 49 percent of predictive marketers ranked discover stage activities among the best. The remaining 51 percent of predictive marketers ranked full life-cycle activities, such as managing end-to-end customer experiences, as business strengths.

February 3, 2016: Businessman walks toward an opportunity doorAccording to the “2016 Digital Trends” report from Econsultancy and Adobe, 22 percent of marketers consider optimizing the customer experience to be the most exciting opportunity for the year ahead, edging out other areas of focus such as creating compelling content for digital experiences and data-driven marketing.

Personalization (31 percent), content optimization (29 percent) and social media management (25 percent) are all goals for marketing professionals who are striving to offer unique customer experiences. In terms of strategic priorities, 53 percent placed data-driven marketing at the top of their lists for 2016.

February 2, 2016: A new study analyzing one million Google search results found there is a very small correlation between title tag keyword optimization and search ranking, among other findings in the report.

The study, completed by Backlinko, examined multiple factors including content (length, number of images, quality, etc.), backlinks and site speed in order to gain insight into what it takes to rank on the first page of Google search results.

Backlinks remain an extremely important Google ranking factor as the study concluded that “the number of domains linking to a page correlated with rankings more than any other factor.”

February 1, 2016: Despite the benefits of utilizing marketing automation software, new data shows that marketers are still lagging in terms of adoption. The “2016 MarTech Data Report” from Openprise has found that two-thirds of marketers do not use a marketing automation platform (MAP). Further, those who have implemented a MAP at their company only report “basic” to “moderate” usage.

Out of the organizations who said they have a MAP in place, nearly half (45 percent) claim that a lack of time is holding them back from advanced marketing. Out of the marketers who don’t have an existing MAP, 34 percent state that it’s because they have a tight budget.

January 28, 2016: Email marketing is a cornerstone of many marketers’ strategies, but new data suggests that there is room for improvement. The “Email List Strategy Survey” from Ascend2 has revealed that 70 percent of marketers would like to increase the quality of their email lists. This was cited as their top objective, followed by increasing lead conversion rates and open rates.

Nearly half (46 percent) of respondents claim that they have seen their email list quality improving. Email-specific landing pages (53 percent) and content download registrations (46 percent) were named the most effective tools for achieving email list strategy goals. However, the struggle continues, with the majority (55 percent) of marketers saying that they have only been “somewhat successful” at overcoming barriers and reaching their objectives.
email marketing, b2b, marketing

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