Industry News Archives: B2B Marketing News

September 10, 2014: InnovationThe type of insight-based content created most frequently by B2B sales and marketing professionals is believed to be the least effective.

This information comes from a survey conducted by Corporate Visions Inc., a marketing and sales tool provider. The survey received 400 respondents, all of whom were B2B professionals.

In the survey, insights were broken down into four categories. “Anecdotal” insight, which was defined as in-house created content that focused on best practices or day-to-day issues. In contrast, “Authoritative” insight was referred to as content that leverages the work of third parties. “Current” insight was defined as content that centers around original research, and “Visionary” insight was positioned as content that leverages in-house expertise.

September 9, 2014: In a new study on content marketing by TrackMaven, a platform that provides “competitive intelligence for digital marketers” (according to their website), even though 87% of marketers schedule their blog posts during the work week, those scheduled on the weekend actually get more social shares (especially Saturday). Furthermore, while the majority of blog posts are published from 9 am to 6 pm eastern, posts that are published between 9 pm and midnight eastern are shared the most on social media, with the hour of 10 pm getting the highest engagement overall.content marketing and social share report findings

September 8, 2014: facebook and twitter (1)CMOs at companies that provide a B2B product are projected to put 19.9 percent of their budget toward social media within the next five years. At businesses that offer a B2B service, CMOs are predicted to put 22.2 percent of their money into social media. This is according to The CMO Survey, sponsored by the American Marketing Association, Duke University and McKinsey and Company.

About 4,262 top U.S. marketers were contacted for the survey. A total of 351 responded and provided the data for The CMO Survey, which is administered twice a year.

September 5, 2014: Research Shows B2B Marketers View Video as SignificantA new study shows that more B2B content marketers are turning to video to reach out to their target audience. The “Video Content Metrics Benchmark Report,” released by Demand Metrics this August, found that video is becoming “somewhat” or “far more” important as a form of marketing and sales content.

Demand Metrics surveyed a group of marketers from B2B organizations that reported revenue growth in the most recent fiscal year. Approximately 70 percent of the respondents claimed that video has performed better for them than other content when it comes to producing conversions. The same percentage said video engagement data is somewhat or very effective as a lead quality of business opportunity indicator.

September 2, 2014: emailA new study from email marketing platform Yesmail reveals that B2B email recipients were slow to engage with emails sent by marketers in Q2 2014, ranking last by industry in an analysis of recipient activity.

According to the study, “Email Marketing Compass: Benchmarks from Q2 2013 through Q2 2014,” 1.3 percent of B2B email marketing recipients could be considered “active” in Q2 of this year. This means that the subscribers opened or clicked an email within 90 days of receiving it. Out of all of the industries that Yesmail analyzed, B2B ranked the lowest.

September 2, 2014: The Data-Driven MarketerA new study titled “The Data Driven Marketer” released by Bizo earlier this week shows that approximately 68 percent of B2B marketers are using data to analyze their customers. Bizo researchers say their study highlights marketers’ increasing reliance on analytics tools, CRM and marketing automation solutions.

The researchers at Bizo surveyed 852 marketers to complete their study. Most of the respondents had embraced some type of form of data-driven marketing, whether it be marketing automation or website analytics. About 54 percent of respondents use data to measure their own marketing performance.

August 29, 2014: 70% of B2B Marketers Say Website is Customers' Primary Source of InformationA new study released has found that 70% B2B marketers of vary business sizes and industries agree that their website is their perspective customer’s primary source of information, followed by face-to-face interactions at 64% and word-of-mouth recommendations at about 62%.

The study, titled Digital Marketing and the New Buying Process, was done by and Sitecore and also examines the lack of e-commerce efforts by many in the B2B industry, as 43% the survey respondents reported that less than 20% of their total sales came from digital channels.

August 27, 2014: Email MarketingAn annual survey released by Chief Marketer on B2B lead generation shows that email is still the most popular channel for marketers. Approximately 87 percent of respondents to the survey claimed that they will continue to use email marketing to generate B2B leads. This is compared to 86 percent documented in the 2013 version of the survey.

More than 65 percent of respondents in the survey claimed that email marketing is a key component of their overall strategy.

August 25, 2014: ArrowsA study released in July 2014 by Tata Consultancy Services found that 70 percent of enterprises consider digital initiatives to be critical to business, with marketing technology and social media budgeting receiving significant priority. The study surveyed 820 executives in 13 global industries across 10 countries.

The results showed that executives in each region put more than 20 percent of their budget into big data and analytics software. Executives in Europe, Asia-Pacific and Latin America put approximately 19 percent of their budget toward social media. North America exceeded this average with 21.4 percent of its budget going toward social initiatives.

August 22, 2014: ROIAccording to an April 2014 Useful Social Media poll, in the last four years, less than 34% of international corporate marketers maintained confidence in their ability to measure the ROI of their company’s social media efforts.

Key performance indicators (KPIs) usage has dropped, compared to over the last few years, as more corporations have gone down the path to use fewer metrics to find their social media ROI. This shows in a 38% drop in conversions and a larger drop (58%) in number of brand ambassadors. The Useful Social Media poll reports, this descent could be from a few different factors or “executives had figured out which metrics were critical and gotten rid of the rest.”

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