Industry News Archives: B2B Marketing News

May 26, 2016: In a report published by Demand Metric and Hive9, data shows that best-in-class B2B marketers have a better understanding of the customer journey in comparison to other marketers in the industry.

On a scale of 1 through 10 (10 being the highest score), best-in-class B2B marketers gave themselves an average of 7.9 in terms of their understanding and measurement of the customer experience. All other marketers averaged out to 5.7, highlighting a weaker grasp on these concepts.

b2b, marketing, customer experience

May 25, 2016: B2B marketers are still working to provide a top-notch customer experience (CX), but research shows several barriers stand in the way.

The “B2B Customer Experience Benchmark Report” from Kapost discovered that just 12 percent of marketers believe they are “very effective” at delivering a great customer experience. Inefficient internal processes, poor metric tracking and reporting, and a lack of internal team alignment were named the top obstacles.

About 85 percent of B2B marketers agree that consistency across content, teams and channels is the backbone of an effective customer experience. However, 36 percent claim that there are often missed hand-offs between internal teams that lead to delays in execution. Thirty-four percent stated that they do not have an established feedback loop around shared objectives and data exchange.

May 25, 2016: As marketers turn to social media platforms to connect with customers, the “2016 Social Media Marketing Industry Report” from Social Media Examiner has found that video content has become an essential part of their strategies.

According to the data, about 60 percent of marketers state that they use video in their marketing strategies. Furthermore, 73 percent intend to increase their use of video in the future.

social media, video, marketing

Channels such as Periscope and Facebook are also encouraging marketers to look into live video. About 39 percent said that they intend to increase their use of live video in 2016. This involves filming footage and live streaming it within platforms.

May 24, 2016: Over the past five years, business analytics have become increasingly essential for business leaders and decision-makers. This trend leads us to new survey results from Clutch, showing more than half of respondents (54 percent) strongly believe that business intelligence (BI) analytics play an important role in their company.

Further, 89 percent of users say the importance of data in their jobs has increased significantly over the past 12 months.

importance of bi increasing

BI data is being used across businesses, but the data shows the departments seeing the most benefit are logistics/operations (58 percent), marketing (52 percent) and sales (52 percent).

May 23, 2016: According to Salesfusion’s “SMB Marketing Automation Blue Book,” having a marketing automation platform (MAP) in place increases communications between sales and marketing. Further, the processes surrounding the MAP could significantly improve effectiveness.

The data shows that 60 percent of organizations that integrate MAPs with a customer relationship management solutions (CRMs) and established service level agreements (SLAs) report exceptional communications between sales and marketing departments. This is compared to just 22 percent that have a MAP but no CRM integration or SLAs.


May 18, 2016: More marketers are focusing on content personalization, but not all of their customers are positively responding to the move. Part 3 of Rapt Media’s “Rethinking Content Consumption” report recently revealed that 43 percent of content consumers do not believe online marketing ads are tailored to their interests.

Instead, 62 percent say that the content they discover on their own is more personalized.

personalization, content marketing, marketing

May 17, 2016: According to a new infographic from Teradata and Forbes Insights, 79 percent of today’s marketers believe individualized marketing is a high priority.

Furthermore, 43 percent believe they always fully deliver individualized customer experiences to all customers across every channel.

Individualized marketing is described as “the ability to build experiences with an individual on his or her channels of choice in a consistent, dynamic and engaging way.”

content personalization, customer experience, marketing

May 16, 2016: New research indicates that half of B2B senior leaders consider their digital customer experiences to be just as effective and engaging as what their B2C counterparts deliver.

In a white paper published by Econsultancy and SAP Hybris, 34 percent of respondents said that their digital customer experiences were “reasonably advanced” compared to typical B2C retail experiences. About 16 percent said that they were at least “on par” with the best B2C experiences on the market.

b2b, b2c, digital marketing, customer experience

May 11, 2016: The “2016 State of B2B Digital Marketing” survey from Ascend2 and Marketo revealed the most significant barrier to B2B digital marketing success is an inadequate marketing budget. However, despite this and other challenges, 84 percent of B2B marketers believe their strategies are successful.

An additional 39 percent of respondents cited a lack of internal skills and training as the most significant barrier, and 36 percent said a lack of effective strategy was a barrier to digital marketing success.


May 10, 2016: A study released this week by Kitewheel found a declining focus on social media interactions as organizations move toward an omni-channel approach to the customer journey.

The data, which examined brand interactions across several industries, showed that between 2014 and 2015, companies began to expand efforts in multiple channels. Notably, social’s share of interactions declined 23 percent, while web interactions were up 67 percent and email grew significantly: 270 percent.

The study also found that while mobile apps are still a small percentage of overall interactions, they are on an upward trajectory. Interactions increased 10x over the past year.

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