Industry News Archives: B2B Marketing News

June 29, 2016: New research shows that as B2B buyers look more closely at vendors, personalized content and timely deployment are becoming more critical selling points.

In the “2016 B2B Buyer’s Survey” conducted by Demand Gen Report, the majority of B2B buyers (69 percent) said the single most influential aspect of any vendor’s website is content that speaks directly to their company.

When it comes to evaluating a list of solution providers, 84 percent said solving a pain point and deployment time/ease of use are the two most important variables.

marketing, b2b, buyer

June 28, 2016: As further evidence of the importance of establishing an omnichannel journey for customers, new data shows that digital channels drove 92 percent of calls to businesses in 2015. This represents significant growth since 2014, when 84 percent of calls were driven by digital marketing efforts.

The “2016 Call Intelligence Index” by Invoca analyzed 58 million calls across 40 industries. Additionally, the study revealed mobile marketing has become an essential means to connect with customers. Roughly half (54 percent) of customer calls came from mobile-specific channels.

mobile marketing 1

The authors of the study note the importance of incorporating click-to-call buttons on mobile channels.

June 22, 2016: Male Finger is Touching Facebook App on iPhone 6 ScreenA recent study revealed that when asked which one channel they’d turn to for information on a vendor purchasing decision, about 1 in 4 (24 percent) marketing and IT decision makers said Facebook would be their social channel of choice.

“The Changing Face of Influence” study from Hotwire PR and Vanson Bourne found that only 17 percent of decision makers would rely on LinkedIn as their sole source of information, and just 6 percent would rely on Twitter.

June 22, 2016: Research shows that marketers who make purchasing decisions tend to consume an abundance of content before buying a solution. However, it appears they do not take this into account when devising their own marketing strategies.

The “How Marketers Create and Consume Content” survey conducted by NewsCred revealed that 64 percent of content consumers, who also work in marketing, review non-branded unbiased content prior to carrying out a purchase. Even so, just 27 percent of marketers say they use their budget to develop insightful content.

content marketing, marketing

June 21, 2016: For nearly half of marketers (48 percent), developing an effective strategy and adequate resources are major stumbling blocks to successful content marketing efforts, according to Ascend2’s “2016 State of Content Marketing Survey.”

Budget constraints (47 percent) and the inability to measure effectiveness (36 percent) are also pain points for marketers.

barriers to success

Looking to the future, marketers are bullish on their content marketing efforts. A total of 89 percent of marketers reported the effectiveness of their content efforts is increasing, with more than one-third (35 percent) indicating it’s “increasing significantly.”

effectiveness changing

June 20, 2016: A mixture of inbound marketing tactics, including SEO, blogging, and social are helping B2B marketers drive business, according to a new report.

The “Inbound Marketing Effectiveness Benchmark Study Report” from Demand Metric and Act-On revealed that the majority of inbound marketing-reliant B2B marketers (77 percent) use SEO to drive their businesses. This is followed by blogging (64 percent), social media (59 percent) and pay-per-click (36 percent).

inbound marketing, marketing, b2b

Over the next 12 months, 58 percent of B2B marketers stated that they will increase their investment in inbound marketing tactics. About 35 percent claimed that they will at least maintain the amount of money they spend on inbound marketing.

June 16, 2016: New research indicates that digital marketers anticipate more complexity in the future, yet their organizations are falling short when it comes to innovation.

The “2016 Digital Marketing Outlook” report conducted by SoDA and Forrester discovered that the large majority of marketers (84 percent) believe they will face a high or very high level of complexity over the next five years. However, more than one-third of respondents (38 percent) say that their organization is only somewhat innovative in terms of digital initiatives.

digital marketing, marketing

Additionally, nearly half of marketers (46 percent) stated that their company is only making minor innovations to product and service offerings, as well as customer engagement.

June 15, 2016: A large percentage of marketers are focusing on personalization, but the majority grade their efforts as average or below average, according to a new report.

The “2016 Trends in Personalization” study from Evergage has discovered that 85 percent of marketers are using personalization. However, 55 percent give themselves a grade of “C” or lower.

marketers, content marketing, personalization

“Over the last 12 months, personalization has seen rapid and widespread adoption,” said Karl Wirth, co-founder and CEO of Evergage. “Now, companies must dig deeper into their initiatives, fine-tune what is working and embrace newer, more sophisticated methods of personalization.”

June 14, 2016: According to new survey results by Openprise, 60 percent of B2B marketers name making more accurate decisions as the most valuable benefit of marketing data.

However, with the growth of marketing technology tools, many organizations have an incredible amount of data and managing it is an ongoing challenge for marketing departments.

benefit mark data

According to the results, survey respondents are employing marketing data strategies to improve ROI measurability (72 percent), improve data quality (65 percent), and increase data use/accessibility (63 percent).

goals data mgmt

June 13, 2016: According to new research, “dark social” is dominating sharing activity, which may be hindering marketers’ ability to measure the ROI of their social media efforts.

Dark social is defined as the social sharing of content that happens outside of what can be measured through analytics tools, like email and instant messaging.

The “Dark Side of Mobile Sharing” report from RadiumOne has discovered that 84 percent of global shares are dark. In the U.S. specifically, dark shares account for 79 percent of total shares on social networks.

social media, marketing, ROI

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